Design Thinking for Business Innovation Melbourne #3 Slides... Design Thinking for Business Innovation

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  • 1Design Thinking for Business Innovation

    Design Thinking for Business Innovation

    Melbourne

    Twitter: @psharbaugh

    Email: patrick@luma-institute.com

  • 2Design Thinking for Business Innovation

    The double diamond of human centred design

    Doing the right thing Doing things right

  • 3Design Thinking for Business Innovation

    Human Centred Design Process according to IDEO

  • 4Design Thinking for Business Innovation

    http://www.youtube.com/watch?v=ThImiJf99dE

  • 5Design Thinking for Business Innovation

    Rather than beginning an innovation process with shiny new technology, HCD asks us to start by trying to establish deep, personal empathy with our users to determine their needs and wants.

    We must fill in two blanks:

    Our users need a better way to ___ BECAUSE ___.

  • 6Design Thinking for Business Innovation

    Design Thinking is built on observing people -- not just asking them what they want, but seeing what they do and don’t do, observing needs or desires they may not know they have, envisioning possibilities they can’t imagine themselves.

  • 7Design Thinking for Business Innovation

    ETHNOGRAPHIC RESEARCH

    o Interviewing o Fly-on-the-Wall Observation o Contextual Inquiry o Walk-a-Mile Immersion

    . . .

    PARTICIPATORY RESEARCH

    o What’s on Your Radar? o Buy a Feature o Build Your Own o Journaling

    . . .

    EVALUATIVE RESEARCH

    o Think-Aloud Testing o Heuristic Review o Critique o System Usability Scale

    . . .

    PEOPLE & SYSTEMS

    o Stakeholder Mapping o Persona Profile o Experience Diagramming o Concept Mapping

    . . .

    PATTERNS & PRIORITIES

    o Affinity Clustering o Bull’s-eye Diagramming o Importance/Difficulty Matrix o Visualize-the-Vote

    . . .

    PROBLEM FRAMING

    o Problem Tree Analysis o Statement Starters o Abstraction Laddering o Rose, Thorn, Bud

    . . .

    CONCEPT IDEATION

    o Thumbnail Sketching o Creative Matrix o Round Robin o Alternative Worlds

    . . .

    MODELING & PROTOTYPING

    o Storyboarding o Schematic Diagramming o Rough & Ready Prototyping o Appearance Modeling

    . . .

    DESIGN RATIONALE

    o Concept Poster o Video Scenario o Cover Story Mock-up o Quick Reference Guide

    . . .

    Looking Methods for observing human experience:

    Understanding Methods for analyzing challenges and opportunities:

    Making Methods for envisioning future possibilities:

    LUMA’S HCD PROCESS

  • in partnership with © LUMA Institute and its licensors

    LOOKING

    Interviewing

    A technique for gathering information through direct dialogue

    ETHNOGRAPHIC RESEARCH

    8

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  • 12© 2013 LUMA Institute and its licensors

    Interviewing: Tips

    • Encourage stories. • Probe deeper into implicit attitudes with “why?” • Be objective: resist the urge to judge, fix or analyse • Pay attention to nonverbal cues • Don’t suggest answers to your questions. • Ask open-ended questions, not yes-or-no • Let the other person do most of the talking: it’s an

    interview, not a conversation • Make sure you capture (write down) the information • Look for contradictions

  • in partnership with © LUMA Institute and its licensors

    LOOKING

    Contextual Inquiry

    An approach to interviewing and observing people in their own environment

    ETHNOGRAPHIC RESEARCH

    13

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    Photo: Paul Gould

    17

  • in partnership with © LUMA Institute and its licensors

    LOOKING

    Walk-a-Mile Immersion

    A way of building empathy for people through firsthand experience

    ETHNOGRAPHIC RESEARCH

    18

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  • 21Design Thinking for Business Innovation

  • 22Design Thinking for Business Innovation

  • 23Design Thinking for Business Innovation

    Rich’s Commute

  • 24Design Thinking for Business Innovation

    Rich’s Commute

    1. What did you learn about the user? 2. What surprised you about the user? 3. Did the user ever contradict themselves? 4. If you could ask additional questions what would you ask? 5. How can we use what we learned in this video to inform designing for this user?

  • in partnership with © LUMA Institute and its licensors

  • 26© 2013 LUMA Institute and its licensors

    UNDERSTANDING

    Rose, Thorn, Bud

    A technique for identifying things as positive, negative, or having potential

    PROBLEM FRAMING

  • 27

    ETHNOGRAPHIC RESEARCH

    o Interviewing o Fly-on-the-Wall Observation o Contextual Inquiry o Walk-a-Mile Immersion

    . . .

    PARTICIPATORY RESEARCH

    o What’s on Your Radar? o Buy a Feature o Build Your Own o Journaling

    . . .

    EVALUATIVE RESEARCH

    o Think-Aloud Testing o Heuristic Review o Critique o System Usability Scale

    . . .

    PEOPLE & SYSTEMS

    o Stakeholder Mapping o Persona Profile o Experience Diagramming o Concept Mapping

    . . .

    PATTERNS & PRIORITIES

    o Affinity Clustering o Bull’s-eye Diagramming o Importance/Difficulty Matrix o Visualize-the-Vote

    . . .

    PROBLEM FRAMING

    o Problem Tree Analysis o Statement Starters o Abstraction Laddering o Rose, Thorn, Bud

    . . .

    CONCEPT IDEATION

    o Thumbnail Sketching o Creative Matrix o Round Robin o Alternative Worlds

    . . .

    MODELING & PROTOTYPING

    o Storyboarding o Schematic Diagramming o Rough & Ready Prototyping o Appearance Modeling

    . . .

    DESIGN RATIONALE

    o Concept Poster o Video Scenario o Cover Story Mock-up o Quick Reference Guide

    . . .

    Looking Methods for observing human experience:

    Understanding Methods for analyzing challenges and opportunities:

    Making Methods for envisioning future possibilities:

    INNOVATING FOR PEOPLE: METHODS OF HUMAN-CENTERED DESIGN

  • 28© 2013 LUMA Institute and its licensors

  • 29© 2013 LUMA Institute and its licensors

  • 30© 2013 LUMA Institute and its licensors

    Individually, codify and organise the notes you took on this contextual inquiry using Rose, Thorn, Bud.

    ● One issue, insight, or idea per sticky note ● Write in ALL CAPS, large enough to be seen easily ● You may have more Roses and Thorns than Buds -

    that’s fine ● Write each observation from the user’s

    perspective, not yours

    SCENARIO: CINEMA ATTENDANCE

  • 31

    UNDERSTANDING

    Affinity Clustering

    A graphic technique for sorting items according to similarity

    PATTERNS & PRIORITIES

  • 32

    ETHNOGRAPHIC RESEARCH

    o Interviewing o Fly-on-the-Wall Observation o Contextual Inquiry o Walk-a-Mile Immersion

    . . .

    PARTICIPATORY RESEARCH

    o What’s on Your Radar? o Buy a Feature o Build Your Own o Journaling

    . . .

    EVALUATIVE RESEARCH

    o Think-Aloud Testing o Heuristic Review o Critique o System Usability Scale

    . . .

    PEOPLE & SYSTEMS

    o Stakeholder Mapping o Persona Profile o Experience Diagramming o Concept Mapping

    . . .

    PATTERNS & PRIORITIES

    o Affinity Clustering o Bull’s-eye Diagramming o Importance/Difficulty Matrix o Visualize-the-Vote

    . . .

    PROBLEM FRAMING

    o Problem Tree Analysis o Statement Starters o Abstraction Laddering o Rose, Thorn, Bud

    . . .

    CONCEPT IDEATION

    o Thumbnail Sketching o Creative Matrix o Round Robin o Alternative Worlds

    . . .

    MODELING & PROTOTYPING

    o Storyboarding o Schematic Diagramming o Rough & Ready Prototyping o Appearance Modeling

    . . .

    DESIGN RATIONALE

    o Concept Poster o Video Scenario o Cover Story Mock-up o Quick Reference Guide

    . . .

    Looking Methods for observing human experience:

    Understanding Methods for analyzing challenges and opportunities:

    Making Methods for envisioning future possibilities:

    INNOVATING FOR PEOPLE: METHODS OF HUMAN-CENTERED DESIGN

  • 33

  • 34

    Affinity Clustering

    APPLICATION

    • One person describe, then place an item

    • Invite others to place similar items in proximity

    • Repeat the pattern until all items are included

    • Discuss and rearrange items as groupings emerge

    • Label the clusters as they take shape