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Lecture to ERP system (SAP) students at Victoria University. Thanks to all the contributors.
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Design Thinking
Paul Hawking
@Victoria University Strategic Use of ERP Systems
The Goal of Design Thinking is Innovation
1 Exceptional Idea 10 Great Ideas 100 Good Ideas 1,000 Ideas
@Victoria University Strategic Use of ERP Systems
Everybody is talking about it; Design Thinking A developer needs to be curious and also develop
empathy for end users
@Victoria University Strategic Use of ERP Systems
http://www.youtube.com/watch?v=uyDy-Qoiuo0
@Victoria University Strategic Use of ERP Systems
Design Thinking is an approach to innovation. It lets us discover opportunities, inspire potentials, and create successful solutions that meet human needs, add business value, and are technically feasible.” Design Thinking Community
.
An approach to solving design problems by understanding users’ needs and developing insights to solve those needs.
What is it?
@Victoria University Strategic Use of ERP Systems
http://www.youtube.com/watch?v=UAinLaT42xY
@Victoria University Strategic Use of ERP Systems
Traditional Approaches
@Victoria University Strategic Use of ERP Systems
Modern Approaches
@Victoria University Strategic Use of ERP Systems
@Victoria University Strategic Use of ERP Systems
Problem!
@Victoria University Strategic Use of ERP Systems
Causes
@Victoria University Strategic Use of ERP Systems
1969 1973 1987 1992 2009
Design Thinking is not new
@Victoria University Strategic Use of ERP Systems
Business Thinking
Business schools tend to focus on Inductive thinking (based on directly observable facts) and Deductive thinking (logic and analysis, typically based on evidence)
Design Thinking
Design schools emphasize Abductive thinking (imagining what could be possible). This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them.
Proctor & Gamble CEO A. G. Lafley Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week
@Victoria University Strategic Use of ERP Systems
Design Thinking Focus
Human Centred innovation
Focus on people/customers and their NEEDS not on specific technologies or other conditions
Innovating at the intersection of BUSINESS, TECHNOLOGY and PEOPLE
The USER is the one who to decide if a product or service should exist or be established
@Victoria University Strategic Use of ERP Systems
Business Viability
Technology Feasibility
People Desirability
Design Thinking
@Victoria University Strategic Use of ERP Systems
@Victoria University Strategic Use of ERP Systems
@Victoria University Strategic Use of ERP Systems
Design Thinking Pillars
@Victoria University Strategic Use of ERP Systems
INTERDISCIPLINARY TEAMS of T-shaped people.
@Victoria University Strategic Use of ERP Systems
Team composition
Multi-disciplinary teams in a Design Thinking Workshop consist of 4 to 6 participants in each team, e.g.:
• (Lead / Team Coordinator): Business, Process or Project Management background
• Technology (non-IT) background
• Technology (IT) background – Applications, Mobile, Analytics, Web etc
• Sociology, Psychology, Anthropology background
• Any arts, science, engineering background
• Human Resources, Marketing, Controlling background
@Victoria University Strategic Use of ERP Systems
@Victoria University Strategic Use of ERP Systems
THE DESIGN THINKING APPROACH
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Problem Definition Project Plan
Data Insights Design Principles
Ideas Concepts
Prototypes
@Victoria University Strategic Use of ERP Systems
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Scoping
What are you trying to achieve?
• Identifying the right challenge to solve
• Quick research to gain common understanding of challenge
• Identify stakeholders
• Plan project based on the phases of the Design Thinking approach
@Victoria University Strategic Use of ERP Systems
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
3600 Research
Research, Discover, Explore and Capture
• Understand user’s/stakeholder’s expectations and motivations (insight & empathy)
• Gather market information
• Research analogous situations
• Caution; say ≠ do ≠ think ≠ feel
@Victoria University Strategic Use of ERP Systems
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Synthesis
Understand and gain insights
• Storytelling
• Capturing key points
• Clustering and prioritization
• Identifying needs and motivations
• Creating personas or points of view
@Victoria University Strategic Use of ERP Systems
Capturing key points on post-its per user
Characteristics Goals Activities /tasks Pain points Observations on the environment Artifacts and tools they use
Loves to make her customers happy
Wants to spend as much time with her customers as possible
Is responsible for ordering and replenishing the stock levels
Has no transparency into what her customers really want
Is always running around in the noisy store
Uses her mobile phone to connect to the people in the warehouse
Emma, department supervisor fresh fish Lisa, department supervisor fresh produce
Example post-its Categories
Synthesis
@Victoria University Strategic Use of ERP Systems
Synthesis – Structuring Your Insights
Common Understanding of Insight
@Victoria University Strategic Use of ERP Systems
Synthesis - Frameworks
@Victoria University Strategic Use of ERP Systems
Coming up with a POV
POV = User + Need + Insight 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: [Attributed user] needs (to) [Position] because [Insight] Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan.
Point of View
Synthesis - POV
@Victoria University Strategic Use of ERP Systems
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Ideate
Ideation
• Brainstorm ideas to generate as many ideas as possible
• Cluster your ideas
• Prioritize ideas for the upcoming prototyping phase
• Moves from problem space to solution space
@Victoria University Strategic Use of ERP Systems
Ideate – Brainstorming Rules
@Victoria University Strategic Use of ERP Systems
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Prototype
• First step to actually feel an idea
• Aims to develop quick prototypes for the user to play with
• Show the solution through the User’s eyes
• Use role play – storyboards
• Fail early and Fail often
• Develop low and high fidelity prototypes
@Victoria University Strategic Use of ERP Systems
Low fidelity Mockups
Demonstrate Functionality, (Look)&Feel of your Solution
Compose low fidelity mockups by using traditional material.
Don‘t try to be too perfect. “Key functionality and screen flow is key, rather than finalized screenshots.“
Prototypes
@Victoria University Strategic Use of ERP Systems
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Validate
Get feedback from end users
• Checking feasibility of ideas with stakeholders
• Gathers feedback on concepts and prototypes
• Checks feasibility, viability, and desirability with users
• Incorporates feedback and iterates the prototype
@Victoria University Strategic Use of ERP Systems
Summary
@Victoria University Strategic Use of ERP Systems
http://www.youtube.com/watch?v=M66ZU2PCIcM
@Victoria University Strategic Use of ERP Systems
Resources
Tim Brown urges designers to think big
http://www.youtube.com/watch?v=UAinLaT42xY
Stanford Design Thinking Virtual Crash Course