SDS*15: Oliver Kempkens on Design Thinking

design thinkinglinz

OLIVER KEMPKENSDANIELA FREUDENTHALER

25. Juni 2015

a service of

DESIGN THINKING

??What is Design Thinking

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DESIGN THINKING

agendaday 1

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9:00 Welcome & Check-‐in

09:30 Design Thinking Basics

10:00 Understand

11:00 Research Prepara<on

11:30 Research & Lunch

15:00 Check-‐in

15:15 Storytelling

16:00 Persona & POV

16:45 Closing Round

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agendaday 2

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9:00 Welcome & Check-‐in

09:30 Quick Presenta<on / Sync

10:00 Idea<on

11:00 Prototyping

12:00 Lunch

13:00 Tes<ng & Itera<on

15:00 Presenta<on Prepara<on

16:00 Final Presenta<on

16:45 Closing Round

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let’s warm up

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What is Design Thinking?

your thoughts!

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complex problemsDesign Thinking is a method for solving

new ideas.and crea<ng

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innovation

people

space

approach.

,

,

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Design Thinking means …

… crea<ng

by combining diverse

crea<ve

and an itera<ve

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,

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Ingredients for Design Thinking

innovation

people

space

approach

+

+

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innovation

peoplepeople

space

approach

+

+

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interdisciplinary teams of

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shapedpeople

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space

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innovation

space

approach

+

+

people

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and the freedom to explore.

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innovation

approachapproach

+

+

people

space

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design thinking steps

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understand observe define point of view ideate prototype test

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think like a designer

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GO BROAD AND FOCUS LATER.

? !create choices

make choices

create choices

make choices

diverge converge diverge converge

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problem space

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DESIGN THINKINGDESIGN THINKING 18

understandunderstand

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your thoughts!

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understand?

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what are you trying to achieve?

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focus of the solu<on.quick research to validate.shiM the project focus if necessary.plan the project, based on thephases of the Design Thinkingapproach

.

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creative reframing

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each team member has an individual view on the challenge

.

. invest <me to discuss in a structured way using crea<ve reframing result will be a clear, agreed upon, design challenge

.

DURING

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example

write down your challenge and underline keywords.brainstorm thoughts per keyword and op<onally discuss constraints .reframe the challenge: “Redesign the (experience) for (user & context) in a world where (constraint).”

.


observeobserve

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your thoughts!

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observe?

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360

subject maRer experts

how to research, discover,explore & capture?

field research (users & customers)

stakeholders

analogous situa<ons

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›

analysts & thought leaders

compe<<on

inspira<on & trends

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empathy

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I run my own reports

THE BASIC PRINCIPLE

Strange, the numbers don’t

add up?!

say = do = think = feel

♥

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empathy

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Different methods of observa<on to get

try and do ask and listen watch and observe

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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■men<on all enablers and constraints■take it seriously

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ask and listen

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■ask open-‐ended ques<ons■ask 5 <mes why■be aware of body language (own and interviewee)■LISTEN – you are the student (20-‐80)■Be curious!

■take photos■collect ar<facts■write down your impressions■pair up for interviews, interviewer and note taker■say thank you in the end■debrief and make the next interview even beRer

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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 ar<facts■write down your impressions■be polite and do not disturb■act as a guest


define point of viewdefine point of view

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your thoughts!

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point of view?

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? !create choices

make choices

create choices

make choices


We sLll need to re-‐focus and make choicesreminder

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Synthesis — The art of structuring your insights

storytelling

2 clustering

3 crea<ng a persona— experiment with different frameworks

4 defining a point of view

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storytelling

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Make 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 assump<on.

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 ar<culate the statements clearly so that they are understandable without other context.Use one color per user to have a reference.

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color-coding to structure results

color-coding to structure results

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clusteringclustering

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Sort your insights into categories or “buckets”.Which insights are related to each other in some way?Look for common paRerns and themes.

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persona

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Create a

Personas are fic<onal characters created to represent user types. They are useful in considering the goals, desires, and limita<ons of the users to help to guide design decisions. Personas put a personal human face on otherwise abstract data about customers.

Your persona descrip<on might include:■ name and picture■ demographics like age, educa<on■ needs and tasks ■ goals and aspira<ons

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point of view

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Coming 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 <me with customers, since knowing who they are enables her to op<mize her ordering plan.

POV = USER + NEED + INSIGHT

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solution space

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entering the


ideateideate

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your thoughts!

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ideate?

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? !create choices

make choices

create choices

make choices


We sLll 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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think progressive“criLcism is hard to take, parLcularly from a relaLve, a friend, an acquaintance or a stranger”– Franklin Jones

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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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build upon the ideas of others

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go for quantity“the best way to get a good ideais to get a lot of ideas”– Linus Pauling

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1 conversation at a time“it takes a great manto be a good listener”– Calvin Coolidge

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stay focused on topic

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reframing

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goal stretching

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coaching ideate

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As a team agree on a method for brainstorming Set a target, e.g. we need 50 ideas. Sort the post-‐it’s into themes according to similariLes of ideas. Discuss if the team can decide which soluLon ideas to pursue. If the team cannot decide, do a voLng exercise. Use five to seven voLng dots per parLcipant.

Care about good quesLon(s) to deal with. A good set of quesLons will inspire good ideaLon.Care about the energy level in your team.Take care that every idea is wriben down.Emphasize respect for “wild” ideas -‐ Do not constrain ideas to technical feasibility.If necessary, remind the parLcipants about the brainstorming rules.

tip

s

insructio

ns


prototypeprototype

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your thoughts!

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prototype?

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appropriate

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Fide

lity

Time

Storyboards

Paper Prototypes

Digital Mockups

HTML

Dynamic

Database

Use stage-‐ prototypes

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strategy

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Prototyping – Cost of change over Time?CO

STS OF ER

RORS

PROJECT PROGRESS

X

X

XTest & Iterate:

Number of Errors

Cost p

er Failu

reDanger:

Post-‐decision dissonance!“Sunk cost fallacy”

Too late!

Learn here!

Procurement & Produc<onPlanning & Development Test, Delivery & Launch


physical prototypesphysical prototypes


paper prototypes


storylines & storyboardsstorylines & storyboards


actingacting


paper prototypes

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?”

Storyboard of how the user might interactFeedback: big-‐picture ideas – revolu<onary changes.“We should NOT try to put a drawing feature in here… it’s featuri<s without a key benefit to most users.”

Hand drawing look and feelFeedback: higher-‐level features are ques<oned, 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.”

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coaching prototype

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Encourage the team to make a decision on the soluLon they want to pursue. Encourage the team to start building a prototype, think about a concept, and idenLfy knowledge gaps... Help as necessary.

Get them going!Step back—let the team members facilitate the final secLon of their project. Communicate to them that the ownership of the prototype is theirs, though you are sLll there to offer help.Help team members decide which prototyping method to use.Make sure that they understand that it's OK to be wrong—this is just a prototype, it's not a final design.Encourage the team to go with their gut feeling.

tip

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insructio

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testtest

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your thoughts!

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test?


why test?why test?■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

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How to test

Let the prototype speak for itself – accept that you may show users something that‘s not perfect.

2 Don‘t defend your idea.It‘s for the user – not for you!

3 Be aware what you want to learn – stay on topic.

4 Be open-‐minded – you might hear new ideas and insights.

5 Be receptive and thankful for feedback – it‘s the best way to learn.

6 Ensure feasibility and viability.

7 Use roles to improve tes<ng success.

8 Capture and later synthesize all feedback.

9 Ideate how the feedback can be worked into the next itera<on.

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feedback capture grid

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What was good?

New ques<ons?

What was bad?

New ideas?


get feedback from your users

get feedback from your users

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pitch

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Your final presenta<on briefly describes the context of your solu<on. What were you asked to do? Who were you designing for? Which insights did you discover?

Then focus on the essence of your solu<on and how it solves your users’ needs.

5 minutes each team

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coaching tips

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■Make sure your elevator pitch is between 30 and 60 second in length.■Ensure your delivery is compelling and enthusias<c, but try not to use overly flashy openers-‐ don’t forget your audience has probably heard them all before.■Make certain your pitch is tailored to your audience and that it is easy to understand


implementationimplementation

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implementation

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There’s no innovaLon without

observe define point of view ideate prototype testunderstand

› DFV ›

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i like,i wish

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thank you

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Daniela Freudenthaler

DESIGN THINKING

Oliver Kempkens

SDS*15: Oliver Kempkens on Design Thinking

Design

Transcript of SDS*15: Oliver Kempkens on Design Thinking