Design ThinkingA talk by Mark Uraine

Mark Uraine

Twitter: @mapk

WordPress.org: mapk

markuraine.com

I like to think about design because design is about thinking.

So I thought about thoughtful design and began to design what others were expecting and thus thoughts of expected designs were thought through as users expected them to be.

What it is, what it isDesign Thinking is another way to approach the problems we’re working to resolve. It focuses on empathy and asking the right questions (which is normally, “Why?”) to explore new solutions that may not have initially been obvious.

Why? x5

The 5 WhysA concept developed by Sakichi Toyoda to find the source of a problem.

Don’t stop when you found the initial answer. Chances are, that too is a symptom of something greater.

The 5 WhysThere aren’t any new accounts created today. Why?

Because the submit button isn’t working. Why?

Because a bug was introduced last night in the release. Why?

Because there was no testing done before the release. Why?

Because we didn’t have time. Why?

Because management demands too much and doesn’t give enough time to complete the tasks.

DING DING DING DINGYou get the point.

The 5 Steps1. Empathize

2. Define the Problem

3. Ideate

4. Build a Prototype

5. Test

People like steps. It tells them how long the process is, gives them an idea as to where they are in the process, and offers something to look forward to - like the end of this talk.

I empathize with you.

So you get 5 steps.

1 Empathize

1. EmpathizeTo understand and share the feelings of another.

This requires observation.

There is no substitute for the user insights you can gain by observing actual user behavior in authentic settings. Ethnography.

Get to know the user, create personas, and become a user too.

EMPATHY

– Justin Keller

“I shouldn’t have to see the pain, struggle, and despair of homeless people to and from my

way to work every day.”

http://justink.svbtle.com/open-letter-to-mayor-ed-lee-and-greg-suhr-police-chief

Photo courtesy of Best Car Magazine

1990 Ford Mustang

1994 Ford Mustang

2 Define the Problem

–Albert Einstein

“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.”

2. Define the ProblemThis requires “The 5 Whys” and is probably the most difficult step.

Why?

Because we often don’t have all the information.

Why?

Because we don’t provide enough resources or time into learning about our users.

Why?

Because they want to see forward momentum.

Why?

Because that’s the nature of the beast called ‘Business’.

Why?

Because when challenged to solve an issue, the correct path is often backwards into a study about the problem itself. And managers don’t like this.

Whew

LEGO

LEGOThey branched out:

• Theme parks

• Larger LEGO pieces

• Children’s clothing line

• Video games

• Books

• Magazines

LEGOTurns out, they defined the wrong problem.

LEGOAfter sending out Ethnographers, they realized that this generation was interested in achieving high level mastery in specific skills.

LEGO redefined the problem.

They re-engineered smaller pieces, and more intricate building instructions. LEGO became a master skill. It became about craftsmanship.

3 Ideate

3. IdeateBrainstorm, make lists, write down stuff.

Generate numerous ideas.

Be creative without regard for restraints.

Question everything.

4 Build a Prototype

4. Build a PrototypeBuild something.

Draw stuff, use post-its, or rapid prototype.

Provide scenarios through which users can interact.

Visu

al F

idel

ity

Functional Fidelity

Sketches

Paper Wireframes

Paper Design Comps

Image Mapped Sketches

Interactive Wireframes

Image Mapped Comps

Rich Interactive Wireframes

Rich Comp Prototype

Proof of Concept Prototype

‘Production Ready’ Prototype

5 Test

5. TestTest the thing.

Get it into user’s hands and watch them use it. WHAT THEY DO

Gather feedback. WHY THEY DO IT

the thing is not done yet.

6 Reiterate

Now cycle back through the steps. This is called reiterating.

ingingreiterate

Empathize, Define the Problem, Ideate, Build a Prototype, Test

upon the 5 steps

Double-Diamond ModelFinding the right

PROBLEMFinding the right

SOLUTION

Discover Define Develop Deliver

Time

The 5 Steps1. Empathize

Design Thinking

2. Define the Problem

3. Ideate

4. Build a Prototype

5. Test

6. Reiterate :)

Design Thinking

Thoughtful Designer

==

Learn from people

Find patterns

Design principles

Make Tangible

Iterate relentlessly

Empathize

Define the problem

Ideate

Build a prototype

Test

Iterate

Observation

Idea generation

Prototyping

Testing

1 2 3

–Eric Eriksson

“If you look at your Product Designer as someone that makes your solution look

presentable, look again. A product designer helps you identify, investigate, and validate

the problem, and ultimately craft, design, test and ship the solution.”

Design Thinking isn’t only about design.

It can be applied to your life.

Ex. 1: RelationshipsEmpathize by putting yourself in the other’s shoes.

Define the problem by being aware, mindful, and honest.

Ideate and examine yourself. Explore the possible ways in which you can improve things.

Build a prototype by implementing ways in which the solutions can be achieved.

Test IRL. Be the change you want to see in others.

Ex. 2: TrafficEmpathize with the other drivers who need to use these roads.

Observe the frequency of traffic at particular times to find patterns.

Ideate solutions such as working from home, or working different hours to avoid the rush.

Implement communication practices that allow the solutions.

Test IRL.

Design Thinking has been around the block.

The Past1969 - Design as a way of thinking has been around since it was introduced in Herbert Simon’s book The Sciences of the Artificial.

1987 - It found the expression “Design Thinking” in Peter Rowe’s book Design Thinking.

1991 - David Kelley at IDEO adopted the practice for business purposes.

TodayDesign Thinking is on par with the Scientific Method.

Yes, the freakin’ Scientific Method

The FutureIn theory, there is no difference between theory and practice. In practice, there is.

Break the rules. Be creative.

BONUS Resources

Empathy RESOURCES

• Empathy Quotient Test ( https://psychology-tools.com/empathy-quotient )

• Well Designed: How to Use Empathy to Create Products People Love by Jon Kolko ( greatproductsbydesign.com )

• Ford Mustang Report ( sloanreview.mit.edu/article/stories-that-deliver-business-insights )

Define the Problem RESOURCES

• The Design of Everyday Things by Don Norman

• LEGO’s problem ( https://www.linkedin.com/pulse/lego-engineered-remarkable-turnaround-its-business-howd-lindstrom )

Ideation RESOURCES

• UX Tools ( uxdesign.cc/ux-tools )

• Notebooks ( thedotgrid.com )

• Post-it Notes are great for Card Sorting Methods during IA research.

Build a Prototype RESOURCES

• Paper Prototypes

• InVision App ( invisionapp.com )

• Marvel App ( marvelapp.com )

Testing RESOURCES

• User testing websites ( usertesting.com, opentest.co, usabilityhub.com, userzoom.com, validately.com, userinterviews.co )

• Integrated software ( getjaco.com, userbrain.net, peekin.io )

• Buy people coffee for a few minutes of their time

• Learn more about User Research (Jeff Sauro’s books)

Thank you.