Download pdf - Design Thinking for Business Innovation Melbourne #3 Slides...Design Thinking for Business Innovation Design Thinking is built on observing people -- not just asking them what they

1Design Thinking for Business Innovation

Design Thinking for Business Innovation

Melbourne

Twitter: @psharbaugh

Email: [email protected]


The double diamond of human centred design

Doing the right thing Doing things right


Human Centred Design Process according to IDEO


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


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 ___.


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.


ETHNOGRAPHIC RESEARCH

o Interviewingo Fly-on-the-Wall Observationo Contextual Inquiryo Walk-a-Mile Immersion

. . .

PARTICIPATORY RESEARCH

o What’s on Your Radar?o Buy a Featureo Build Your Owno Journaling

. . .

EVALUATIVE RESEARCH

o Think-Aloud Testingo Heuristic Reviewo Critiqueo System Usability Scale

. . .

PEOPLE & SYSTEMS

o Stakeholder Mappingo Persona Profileo Experience Diagrammingo Concept Mapping

. . .

PATTERNS & PRIORITIES

o Affinity Clusteringo Bull’s-eye Diagrammingo Importance/Difficulty Matrixo Visualize-the-Vote

. . .

PROBLEM FRAMING

o Problem Tree Analysiso Statement Starterso Abstraction Ladderingo Rose, Thorn, Bud

. . .

CONCEPT IDEATION

o Thumbnail Sketchingo Creative Matrixo Round Robino Alternative Worlds

. . .

MODELING & PROTOTYPING

o Storyboardingo Schematic Diagrammingo Rough & Ready Prototypingo Appearance Modeling

. . .

DESIGN RATIONALE

o Concept Postero Video Scenarioo Cover Story Mock-upo Quick Reference Guide

. . .

LookingMethods for observing human experience:

UnderstandingMethods for analyzing challenges and opportunities:

MakingMethods 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


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in partnership with © LUMA Institute and its licensors 9



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


LOOKING

Contextual Inquiry

An approach to interviewing and observing people in their own environment


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Photo: Paul Gould

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LOOKING

Walk-a-Mile Immersion

A way of building empathy for people through firsthand experience


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Rich’s Commute


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?



UNDERSTANDING

Rose, Thorn, Bud

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

PROBLEM FRAMING

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. . .



. . .

EVALUATIVE RESEARCH


. . .

PEOPLE & SYSTEMS


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. . .

PROBLEM FRAMING


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CONCEPT IDEATION


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DESIGN RATIONALE


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INNOVATING FOR PEOPLE: METHODS OF HUMAN-CENTERED DESIGN




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

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UNDERSTANDING

Affinity Clustering

A graphic technique for sorting items according to similarity


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. . .



. . .

EVALUATIVE RESEARCH


. . .

PEOPLE & SYSTEMS


. . .



. . .

PROBLEM FRAMING


. . .

CONCEPT IDEATION


. . .



. . .

DESIGN RATIONALE


. . .




INNOVATING FOR PEOPLE: METHODS OF HUMAN-CENTERED DESIGN

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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

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Design Thinking for Business Innovation

Melbourne

Twitter: @psharbaugh

Email: [email protected]

