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ITMP Design Thinking Summit Graz 2016
Transcript of ITMP Design Thinking Summit Graz 2016
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Oliver Kempkens 08. – 09. April a service of
Design Thinking
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DESIGN THINKING 2
Oliver KempkensCEO, ITMP DEUTSCHLAND GMBH
>13 years on the borderline between entrepreneurship and corporate routine› Business & Digital Transformation› Design Thinking & User-centrism› Change management
Entrepreneur Consulting / Change
Management
Design Thinking
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DESIGN THINKING
??What is Design Thinking
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DESIGN THINKING
warm-
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DESIGN THINKING
your thoughts??What is Design Thinking
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complex problemsDesign Thinking is a method for solving
new ideas.and creating
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DESIGN THINKING
innovationpeople,space,approach.
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Design Thinking means …
… creating
by combining diverse
creative
and an iterative
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DESIGN THINKING 10
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
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DESIGN THINKING 11
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
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DESIGN THINKING
interdisciplinary teams of
12
shapedpeopleT
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DESIGN THINKING 13
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
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and the freedom to explore.
DESIGN THINKING 14
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DESIGN THINKING 15
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
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DESIGN THINKING
design thinking steps
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ideate prototypeunderstand define povobserve test
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DESIGN THINKING
think like a designer
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GO BROAD AND FOCUS LATER.
? ! create choices
make choices
diverge converg
create choices
make choices
diverge converg
understand observe define pov ideate prototype test
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DESIGN THINKING
problem space
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ideate prototypeunderstand define povobserve test
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understandDESIGN THINKING 19
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DESIGN THINKING
your thoughts??Understand
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DESIGN THINKING
what are you trying to achieve?
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› focus of the solution› quick research to validate › shift the project focus if necessary› plan the project, based on the phases of the Design Thinking approach
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DESIGN THINKING
creative reframing › each team member has an
individual view on the challenge› invest time to discuss in a
structured way using creative reframing
› result will be a clear, agreed upon, design challenge
DURING
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DESIGN THINKING
example
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› write down your challenge and underline keywords
› brainstorm thoughts per keyword and optionally discuss constraints
› reframe the challenge: “Redesign the (experience) for (user & context) in a world where (constraint).”
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DESIGN THINKINGDESIGN THINKING 24
observe
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DESIGN THINKING
your thoughts??observ
e
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DESIGN THINKING
360º
subject matter experts
how to research, discover,explore & capture?
field research (users & customers)
stakeholders
analogous situations
›
analysts & thought
competition
inspiration & trends
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DESIGN THINKING
empathyI run my
own reports
THE BASIC PRINCIPLE
Strange, the numbers don’t
add up?!
say = do = think = feel
♥
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DESIGN THINKING
empathyDifferent methods of observation to get
try and do ask and listen watch and observe
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DESIGN THINKING
try and do
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› develop empathy› see through the eyes of your users
› define your task and really do it› state your impressions› mention all enablers and constraints
› take it seriously
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DESIGN THINKING
ask and listen
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› ask open-ended questions› ask 5 times why› be aware of body language (own and interviewee)
› LISTEN – you are the student (20-80)
› Be curious!
› take photos› collect artifacts› pair up for interviews, interviewer and note taker
› write down your impressions› say thank you in the end› debrief and make the next interview even better
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DESIGN THINKING
watch and observe
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› look for details› capture the atmosphere› be curious and talk to people› take photos and notes› speculate: what if...?› buy things, do things› collect artifacts› write down your impressions› be polite and do not disturb› act as a guest
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DESIGN THINKINGDESIGN THINKING 32
define point of view
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DESIGN THINKING
your thoughts??point of view
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DESIGN THINKING 34
? ! create choices
make choices
diverge converg
create choices
make choices
diverge converg
understand observe define pov ideate prototype test
We still need to re-focus and make choicesreminder
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DESIGN THINKING
1
Synthesis — The art of structuring your insights
storytelling
2 clustering
3 creating a persona— experiment with different frameworks
4 defining a point of view
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DESIGN THINKING
storytellingMake a list of users you saw. Start with stories of similar roles. As the storyteller, describe what you heard and observed: Set the stage, introduce “actors”, tell the story.Try not to (mis)interpret or judge and indicate if you make an assumption.
bad post-its
good post-its
As the audience, try to note down all important details on post-its. Be visual :)Put one statement per post-it and articulate the statements clearly so that they are understandable without other context.Use one color per user to have a reference.
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DESIGN THINKING
color-coding to structure results
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DESIGN THINKING
clustering
Sort your insights into categories or “buckets”.Which insights are related to each other in some way?Look for common patterns and themes.
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DESIGN THINKING
personaCreate a
Personas are fictional characters created to represent user types. They are useful in considering the goals, desires, and limitations of the users to help to guide design decisions. Personas put a personal human face on otherwise abstract data about customers.
Your persona description might include:› name and picture› demographics like age, education› needs and tasks › goals and aspirations
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DESIGN THINKING
point of viewComing up with a
The Point of View is one sentence that creates an image in your mind. Based on an understanding of a user group and an insight into a specific need, it narrows the focus and makes the problem specific.Template: [User] needs (to) [Need] because [Insight]Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan.
POV = USER + NEED + INSIGHT
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DESIGN THINKING
solution space
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ideate prototypeunderstand define povobserve test
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DESIGN THINKING
agenda
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9:00 Welcome & Check-in
09:30 Quick Presentation / Sync
10:00 Ideation
11:00 Prototyping
12:00 Lunch
13:00 Testing & Iteration
15:00 Presentation Preparation
16:00 Final Presentation
16:45 Closing Round
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DESIGN THINKINGDESIGN THINKING 43
ideate
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DESIGN THINKING
your thoughts??ideate
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DESIGN THINKING 45
? ! create choices
make choices
diverge converg
create choices
make choices
diverge converg
understand observe define pov ideate prototype test
We still need to re-focus and make choicesreminder
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be visual“draw a crazy picture…put something silly in the world that ain't been there before” – Shel Silverstein
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DESIGN THINKING 47
think progressive“criticism is hard to take, particularly from a relative, a friend, an acquaintance or a stranger”– Franklin Jones
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DESIGN THINKING 48
encourage wild ideas“if at first, an idea doesn’t sound absurd,then there’s no hope for it”– Albert Einstein
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DESIGN THINKING 49
build upon the ideas of others
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DESIGN THINKING 50
go for quantity“the best way to get a good idea is to get a lot of ideas” – Linus Pauling
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DESIGN THINKING 51
one conversation at a time“it takes a great man to bea good listener”– Calvin Coolidge
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DESIGN THINKING 52
stay focused on topic
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DESIGN THINKING 53
reframing
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DESIGN THINKING 54
goal stretching
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DESIGN THINKING 55
prototype
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DESIGN THINKING
your thoughts??prototype
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DESIGN THINKING
strategyPrototyping – Cost of change over Time?CO
STS
OF
ERRO
RS
PROJECT PROGRESS
X
X
XTest & Iterate:
Number of
Cost per
Danger:Post-decision dissonance!
Too late!
Learn here!
Procurement & ProductionPlanning & Development Test, Delivery & Launch
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DESIGN THINKING 58
physical prototypes
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DESIGN THINKING 59
paper prototypes
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DESIGN THINKING 60
storylines & storyboards
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DESIGN THINKING 61
acting
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DESIGN THINKING
Storyboard of how the user might interactFeedback: big-picture ideas – revolutionary changes.“We should NOT try to put a drawing feature in here… it’s featuritis without a key benefit to most users.”
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Hand drawing look and feelFeedback: higher-level features are questioned, bigger change possible.“Maybe the tool should be context-specific… Let’s kill the toolbar and bring up only tools that make sense at that moment.
Looks doneFeedback: detailed tweaks to specific features – very focused and incremental.“Can you change the font on that ‘T’?Not sure I like this bevel line weight.”
Looks cleanFeedback: tweaks to the screen as a whole – incremental improvements.“I don’t like the two-column layout for tools. Can we have them go across the top?”
paper prototypes
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DESIGN THINKINGDESIGN THINKING 63
test
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DESIGN THINKING
your thoughts??test
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DESIGN THINKING 65
› to gather early feedback from users, stakeholders and experts, to be able to iterate
› to learn about your idea’s strengths and weaknesses
› to fail early
Why test?
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DESIGN THINKING
1 Let the prototype speak for itself – accept that you may show users something that‘s not perfect.Don‘t defend your idea.It‘s for the user – not for you!Be aware what you want to learn – stay on topic.Be open-minded – you might hear new ideas and insights.Be receptive and thankful for feedback – it‘s the best way to learn.
Ensure feasibility and viability.
Use roles to improve testing success.
Capture and later synthesize all feedback.Ideate how the feedback can be worked into the next iteration.
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How to test
2345
6789
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DESIGN THINKING
feedback capture grid
What was good?
New questions?
What was bad?
New ideas?
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DESIGN THINKING 68
get feedback from your users
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DESIGN THINKING
pitchYour final presentation briefly describes the context of your solution. What were you asked to do? Who were you designing for? Which insights did you discover?
Then focus on the essence of your solution and how it solves your users’ needs.
5 minutes each team
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DESIGN THINKING
i like, i wish70
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DESIGN THINKING 71
Oliver Kempkensthank you