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Design In Real Time by Lydia Howland – IDEO In a world of Kickstarter, pop-up shops, and startups that live in beta, how might service designers develop our own live prototypes? By taking service design out of the studio and into street, we’re discovering tools that make us both more more agile and more rigorous. Today, we’ll share some of IDEO’s lessons – about experimentation, creative confidence, and launching to learn.
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Mittwoch, 4. Dezember 2013
SERVICE DESIGN IN REAL TIME
@LydiahowlandDesign & Portfolio Director – IDEO London
www.ideo.com
Mittwoch, 4. Dezember 2013
IDEO helps businesses innovate using design thinking
www.ideo.com
... to experiences (DED in Dubai).
... to services (Prada store in New York)...
From products (the first Apple mouse)...
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We’re 700 people in 12 locations
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We work across multiple industries
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There are 2 central tenets to IDEO’s approach to design thinking:
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1. We design with a holistic approach, always beginning with what people want or need
VIABILITY
DESIRABILITY
FEASIBILITY
X
We always start here...
or indeed here.... even if our
clients tend to start here...
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2. We build to think - prototyping helps us to learn (or fail) fast in order to succeed sooner
Above: Prototyping a new security process for the TSA in American airports.Left: Prototyping a new Gift Aid sign-up process in Oxfam stores.
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Today’s presentation - Real Time Service Design:
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Within the service design community, life looks a bit like this…
Image: © Anthony Ryan Typical activities on a service design project
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…but within the world of business, and especially start-ups, life looks a bit more like this.
Image: © Department for Communities and Local Government Image: © Machine Project
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So what happens when you bring these two approaches together?
Service design research + a start-up mentality = ?
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Service design research + a start-up mentality = REAL-TIME SERVICE DESIGN
“Because there’s no virtual substitute for an actual experience”
- My dad, about 15 years ago
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WHAT IS REAL-TIME SERVICE DESIGN?
It’s about:
‣ Understanding actual reactions, responses and behaviors in real-life contexts
‣ Releasing our ideas into the world in limited ways and observing and measuring how users respond to them
‣ Pulling apart the difference between what people say, think and feel, and what they actually do
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AND WHY IS IT IMPORTANT?
It matters because:
‣ When we come up with a concept for a new service, it’s based on a lot of assumptions
‣ If we can surface these assumptions, test them in a real-world context and design around what we learn we can reduce the risk in the innovation process
‣ We can move away from a position of “we believe” to a position of “we know”
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SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN?
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DON’T BE SCARED TO GET STARTED
1
You can always fake it until you make it
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ANSWER YOUR KEY QUESTIONS - ONE AT A TIME
2
It’s the best way to ensure that the baby isn’t thrown out with the bathwater
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EXPAND YOUR TOOLKIT - BORROW OTHER PEOPLE’S TOOLS
3
Piggyback on all the social platforms that are out there to get almost instant feedback on your ideas
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Above: The Rushcliff Brand focussed on wall offerings by room in the home (e.g. children’s playroom)
Right: The Thirsk brand focussed on specific problems with walls in the home.Mittwoch, 4. Dezember 2013
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EMBRACE SERENDIPITY
4
Just because you didn’t set out to learn something doesn’t mean it isn’t worth learning.
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SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN?
1. Don’t be scared to get started
2. Answer your key questions - one at a time
3. Expand your toolkit - borrow other people’s tools
4. Embrace serendipity
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THANK YOU.
@LydiahowlandDesign & Portfolio Director – IDEO London
www.ideo.com
Mittwoch, 4. Dezember 2013
