Sparkle-ize My Napkin (or, Backing Out Design Thinking)

The Sum

Sparkle-ize It!

@DesignMap

#TheSum

What I’m doing

1. What is “getting a napkin”?

2. How it relates to design thinking

3. For non-designers

4. What is “sparkle-izing” anyway?

5. 4th order design as a solution

6. 7 3 tactics for ideating

@DesignMap #TheSumSparkle-ize It!

Sparkle-ize It! @DesignMap #TheSum




“Design Thinking”

Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

= Design

Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

Empathize

Define

Ideate

Prototype

Test

= Design


The outline of a solution

that kills the chance

for others to make

meaningful contributions.



Design


Design

Marketing


Design

Marketing

Product Management



Design

Marketing

Product Management

Teaching

Development


Design

Marketing

Product Management

Teaching

Development

Facials


Design

Marketing

Product Management

Teaching

Development

Facials

Parenting


“Jazz it up a bit.”

“Make it look good.”

“Add some lipstick.”

“Just be creative with it.”

“Make it sexy.”

“We need more eye candy.”

“Fill in the details.”

“Do your...”

**

*

*

*

**

*

*

*

**

**


Example





So, what to do?

Consider 4th Order Design

Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

1st - 2nd order:

product

(immediate challenge)


Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

1st - 2nd order:

product

4th order:

system / relationship



© Photo by Johnny Holland, sketchnote by Jake Causby

http://creativecommons.org/licenses/by-nc-sa/3.0/us/

http://johnnyholland.org/2011/02/12/interaction-11-report-day-2/

http://www.flickr.com/photos/jakecausby/sets/72157625944833169/


Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

Empathize

1st - 2nd order:

product

4th order:


Empathize


Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize

• it’s not optional


Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize


• out of time


Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize


• out of time

• this is best


Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize


• out of time

• this is best

(Dunning–Kruger effect)



The fool doth think he is wise,

but the wise man knows himself

to be a fool.

Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize


• out of time

• this is best

• this is all your job is


Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize


• out of time

• this is best


• it’s hard!


Empathize

Define

Ideate

Prototype

Test

Empathize

Empathize


• out of time

• this is best


• it’s hard!


Reasons of Opportunity


• out of time

• this is best

• this is all your job entails

• it’s hard!



Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

Empathize

1st - 2nd order:

product

4th order:



Sparkle-ize It!

Empathize

Define

Ideate

Prototype

Test

@DesignMap #TheSum

Empathize

1st - 2nd order:

product

4th order:




7 3 Techniques

Technique 1: 3 Things



• ask:

• most important thing this does



• ask:


• things you want to be better



• ask:



• words you’d use to describe this



• ask:



• words you’d use to describe this

• make three new versions



Technique 4: Re-Trace Their Steps


Technique 6: Heuristic Ideation

• variation using 4C’s:

• components

• characteristics

• challenges

• characters


Technique 6: Heuristic Ideation

Brad Mike Molly Kristen

lead user to

dealer

dealer-

generated

content?

show reviews /

ratings of

dealers, any

dealer perks

(gas cards,

coffee, etc.)

show reviews /

ratings of

dealers

schedule test

drive

compare cars

(more page

views)

collaborative

comparison

selection

price focus let select

comparison

criteria

let select

comparison

criteria

read more

details

magazine-style

format,

integrated

content

larger type! let select

details of

interest, make

content easy

to find and

parse

let select

details of

interest



NB

Nota Bene

• Not me vs. you

• No thick skins


What if you draw napkins?

• consider:

• be introspective

• be inquisitive

• don’t take it personally

• when is it ok?


The Long Game



Giants

• Richard Buchanan

• Toby Golsby-Smith

• Gamestorming, by Dave Gray, Sunni Brown,

James Macanufo

• Design Thinking, edited by Thomas Lockwood

• Hugh Dubberly, Dubberly Design Office

• dschool.stanford.edu

• Edward Tauber, Heuristic Ideation Technique


Future Giants

• Emily Brower Auchard

• Ryan Reposar, Dubberly Design Office

• Chris Hoover, Perforce

• DesignMap: Nathan Kendrick, Greg Baker, Chuck Moore, Chad Schroeder, Eddie Shieh, Eric Wittke, Henry Freel, Jane Waterbury, Jason Frasier, Josh Rautenberg, Kana Knaak, Michael Aurelio, Nick Smith , Patrick Leahy, Priyanka Patel, Rachel Hallock, Rob Gardziel , Rona Asuncion, Ryan Cornwell, Sophia Yang, Sunny Yang, Tiffany Chen, Tin Phatanapirom, Wei Chen


Good Luck!

Audrey Crane

[email protected]

@audcrane

@designmap

#TheSum
