Design ThinkingCreuna Briefing

Nikolaj Gandrup Borchorst, UX LeadPernille Grand, UX Consultant

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Agenda

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1. What is Design Thinking & Why are we Talking About it?2. Kickstart Empathetic Insights3. Kickstart Prototyping by Sketching4. (And a Few Words About Kickstarting testing)5. Summing Up

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So WHAT IS..

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SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL

SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL

“I Know one thing: That I know

nothing”

PRAGMATIST PHILOSOPHY

WICKED PrOBLEMS

HUMAN CENTERED DESIGN

DON NORMAN

Participatory design

?

What is Design Thinking? A Creunian Definition

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“A mindset and process for solving complex problems, ultimately to create value for people in a world where old truths are constantly challenged”

SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL

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Action

Reflection

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Analytical

INTUITIVE

Kickstart empatheticinsights

How to and examples

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Action

Reflection

Design

Design

the user(s)

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Ethnographically inspired

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5 misunderstandings that make melook like this…

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It’s just a matter of common sense

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#1

Being an insider qualifies me as a user

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#2

Anything goes – no rules or systematic method

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#3

It’s basically just chatting and reporting

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#4

To find out what people do, just ask them

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#5

What, why, how, who, where, when?

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Habits and vocabulary insights

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Benchmarking

Hypotheses:

• People think of main ingredients and it’s often a kind of meat• People adapt recipes for their own need • People don’t think of ingredients as specific as such• People group their ingredients automatically• People want concrete results as early as possible

Empathize and define

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…jeg vil lave aftensmad

BaconChampingnonÆgKylligestykkerSpinatPasta FiskFarsbrødBlomkålSquash

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• Habits and tacit knowledge• Everyday, not staged• Behind the scenes

• Documentation

Insights

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Kickstart prototyping

BY Sketching!

The Problem With Photoshop & Wireframes..

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Good for documenting, not for exploring

Focuses on single approach, not multiple

options

Digital design tools like wireframes & Photoshop designs are great for documenting, but not for exploring. They tend to focus on one solution as opposed to exploring several possibilities. Plus, the tools get in the way of the output.

The Problem With Photoshop & Wireframes..

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Hey Heidegger!

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..Let’s you quickly explore multiple solutions, without going into unnecessary detail and having to spend time mastering a digital tool. Remember to focus on the overall experience first and go into detail later. Don’t use a pencil, use a pen. Don’t correct – redo. This is about exploration as opposed to perfection.

Sketching

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Sketching @ LEGO

Kickstartingtesting

A few words about

Users on the streets (voxpop) Focus areas for ajustmentsQuick and dirtyTake context into account

Design verification insights

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Summing up

• What happens afterwards?• Which role does your output have in the overall

project?• Is the scope too big or too small?• Is the team included and engaged?• Is the timing right?

Considerations for success?

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Creuna’s Design Thinking Dogma

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1. Always involve real users (before, during, after)!

2. Always prototype different solutions!

3. Always test!

THIS IS SCALABLE

Fail Early. ACT. REFLECT.

Did we get it exactly right?.Oh.. And this also scales

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aarhus oslo copenhagen gothenburg stockholm helsinki oulu

creuna.dk @creuna_dk #creuna

THANKSPernille Grand, UX ConsultantNikolaj Gandrup Borchorst, UX Lead