design thinking

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Design Thinking Problemløsing og brukersentrert innovasjon 21. november 2013

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Hva snakker vi om når vi snakker om design?

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10

Design processafter Tim Brennan (~1990)

At an off-site for Apple Computer’s Creative Services de-partment, Tim Brennan began a presentation of his group’s work by showing this model. “Here’s how we work,” he said. “Somebody calls up with a project; we do some stuff; and the money follows.”

Brennan captures important aspects of the process:- the potential for play- its similarity to a “random walk”- the importance of iteration - its irreducible “black-box” nature

“Here’s how we work: Somebody calls up with a project; we do some stuff; and the money follows.”

Tim Brennan, Apple Computer Inc. (~1990)

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Alt vi ser rundt oss (som ikke er naturskapt) er designet.

Hva snakker vi om når vi snakker om design?

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…etter mer eller mindre gjennomtenkte kriterier, …i jakten på mer eller mindre forretningskritiske målsetninger.

Inngangspartier Tastaturer

Ansettelsesprosesser

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Hva snakker vi om når vi snakker om design?

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Attraktiv

Verdifull Mulig

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“I problemet ligger løsningen – jo vanskeligere problem, jo større er muligheten til innovasjon”

Hovedbudskap

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”Dagens problemer er svært annerledes enn gårsdagens”

Hvorfor?

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Den neste økonomien

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Egenskaper for besværlige problemer*

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1.  Du forstår ikke problemet før du har utviklet løsningen.

2.  Det stopper aldri.

3.  Løsningen på problemet er ikke nødvendigvis riktig eller galt.

4.  Alle besværlige problemer er unike og nye.

5.  Hver løsning får bare én sjanse.

6.  Det er ingen opplagte alternative løsninger. * Horst Rittel 1973, tysk designteoretiker

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To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

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NARF* konkluderte i 2011 med at regelendringer og økt konkurranse vil gjøre den tradisjonelle forretningsmodellen til regnskapsførere lite bærekraftig - en hel bransje sto i fare for å forsvinne

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* Norges Autoriserte Regnskapsføreres Forening

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NARF implementerer ny forretningsmodell for bransjen

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”Design thinking – en skalerbar tilnærming som kan hjelpe deg med kundeorientert innovasjon”

Hva er design thinking?

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Hva er design thinking?

Tjenestedesign? Opplevelsesdesign?

Systemisk design?

UX design?

Forretningsdesign?

Produktdesign?

Industridesign? Interaksjonsdesign?

Grafisk design?

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“Evnen til å kombinere Innlevelse i et problems kontekst, Kreativitet til å generere innsikt og løsninger, og Rasjonalitet til å analysere og tilpasse løsninger til konteksten.”

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Hva er design thinking?

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Hva er design thinking?

Kryss-disiplinært

Kreativt Kontinuerlig, iterativt

Menneske-sentrert

Involverende

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Fortellende Målrettet og datadrevet

Innovativt

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Kreativt

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Kreativt

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Integrert tenkning

analyse

syntese

Kreativt

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Integrert tenkning

vertikal

lateral

Kreativt

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Integrert tenkning

vertikal

lateral

Kreativt

analyse

syntese

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Integrert tenkning

Kreativt

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Integrert tenkning

Kreativt

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Kontinuerlig, iterativt

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Kontinuerlig, iterativt

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Kontinuerlig, iterativt

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Kontinuerlig, iterativt

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Kontinuerlig, iterativt designe og

spesifisere

analysere og forstå

evaluere og måle

bygge og lansere

Undersøk konteksten -  Brukerbehov

-  Forretningsmuligheter -  konkurransebilde

Definér oppgaven

Kom opp med nye tilnærminger og

konsepter Prototyp og test disse

Implementér

Vurdér måloppnåelse

Bruk erfaring

Test og polér

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Menneske-sentrert

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“Hvis pasienten fikk bestemme”

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Kryss-disiplinært

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BACKEND

INNSIKT KONSEPT INTERAKSJONSDESIGN FRONTEND

GRAFISK DESIGN LAN

SERIN

G

Testing, justering og innholdsutvikling Milepæler/leveranser

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Kryss-disiplinært

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Involverende

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Involverende

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Fortellende

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Innovativt

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Målrettet og datadrevet

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Lee Sankey Global Design Director

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Målrettet og datadrevet

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evaluere og måle

bygge og lansere

analysere og forstå

designe og spesifisere

Design-ledelse

Tjenestedesign

Opplevelsesdesign

Systemisk design

UX design

Forretningsdesign

Produktdesign

Industridesign Interaksjonsdesign

Grafisk design

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Design-ledelse

For dem som har en CDO/Design Director/CEO som har skjønt det:

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Organisasjon

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For dem som har en CDO/Design Director/CEO som har skjønt det, og oppgavene vokser:

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Organisasjon

Design-ledelse

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Design-ledelse

For dem som har begrensede ressurser, men har et byrå som kan ta alt for dem:

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Organisasjon

Integrert designbyrå

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Design-ledelse

For dem som har begrensede ressurser, men har et byrå som kan ta lead i prosessen for dem:

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Designbyrå – lead agency

Organisasjon

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Er dette et mindset som bare fungerer på store utfordringer?

12

Process archetype

A process must have input and output. Garbage in; garbage out. (Good in; good out?) In between, something may hap-pen—the process—a transformation. Sometimes, the trans-formation is reducible to a mathematical function. Think

of using Photoshop’s curves function to lighten a photo.One risk in using this framework is that it neatens a messy world. It may promote an illusion of linearity and mecha-nism—of cause and effect.

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Er dette et mindset som bare fungerer på store utfordringer? - nei, designprosjekter er uendelig skalerbare…

13

On the infi nite expandability of process models

Processes have a fractal quality. You can zoom in or out, increasing or decreasing abstraction or specifi city. You can add more detail—dividing phases into steps and steps into sub-steps, almost infi nitely. Processes rarely have fi xed beginnings or endings. You can almost always add steps upstream or downstream.

An important step in managing any process is document-ing it. That truism implies a process merely needs recording. But documenting a process is like taking a photograph. The author chooses where to point the camera—where to begin mapping the process, where to end, what to put in, what to leave out, how much detail to include.

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These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hvordan skalerer designutfordringene?

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Departement

Avdeling

Opplevelse

Kampanje

Brosjyre

Side

Ingress

Hvordan skalerer designutfordringene?

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Land

By

Bydel

Borettslag

Firemannsbolig

Leilighet

Bad

Overskap

Hvordan skalerer designutfordringene?

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hva vil det si for tilnærmingen når vi skalerer oppgaven?

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hva vil det si for tilnærmingen når vi skalerer oppgaven?

Høy kompleksitet

Lav kompleksitet

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hva vil det si for tilnærmingen når vi skalerer oppgaven?

Mange involverte

Få involverte

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hva vil det si for tilnærmingen når vi skalerer oppgaven?

Involvert i en stor del av prosessen

Involvert i en liten del av prosessen

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hva vil det si for tilnærmingen når vi skalerer oppgaven?

Stor grad av kaos

Få aspekter som spiller inn

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Verden

Samfunn

Bransje

Forretning

Opplevelse

Tjeneste

Nettsted

Modul

Knapp

Hva vil det si for tilnærmingen når vi skalerer oppgaven?

Ukjente problemstillinger -  stor grad av ‘sensemaking’

Tydelig brief -  store krav til ‘freshness’

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

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Så, hva kreves egentlig av en designleder?

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I I I

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I I I

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T I I

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I I

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I I

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Hva bør designledere kunne?

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Innlevelse Kreativitet Rasjonalitet

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Hva bør designledere kunne?

Kreativt

Kontinuerlig, iterativt

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Fasilitering av kreative prosesser, inkl. integrert tenkning Foredling, visualisering og presentasjon av konsepter

Gjennomføring og oppfølging av kontinuerlig, smidig designprosess

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Hva bør designledere kunne?

Kryss-disiplinært

Menneske-sentrert

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Utforming og gjennomføring av kvantitative og kvalitative undersøkelser og analyser - intervjuer, observasjon, fokusgrupper, kartlegging, personas, kundereise, …

Involvering og oppfølging av designere fra flere disipliner Bæring av visjon og strategi gjennom alle prosjektets utfordringer

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Fortellende

Involverende

Hva bør designledere kunne?

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Planlegging og gjennomføring av workshops, intervjuer og annet for involvering og forankring Innhenting av input fra forskjellige målgrupper

Visualisering, dramatisering og presentasjon av konsepter og løsninger Tydeliggjøring av visjon og strategi for alle interessenter

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Hva bør designledere kunne?

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Målrettet og datadrevet

Innovativt

Forståelse for – og kartlegging av – forretningssitasjon og mulighetsbilde Fasilitering av kreative prosesser Formulering av konsept, løsning og implikasjoner Innhenting og analyse av kvantitative og kvalitative data Evne til prioritering og justering av tiltak i tråd med visjon, strategi og resultater

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Ikke glem…

Kryss-disiplinært

Kreativt Kontinuerlig, iterativt

Menneske-sentrert

Involverende

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Fortellende Målrettet og datadrevet

Innovativt

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Ikke glem…

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Ikke glem…

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Innlevelse Kreativitet Rasjonalitet

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«Lykke til!»

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Design thinking kommer ikke av seg selv…

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• Finn, skap eller vent på krisen, nøden, konkurransen, eller alvoret • Start selv i det små

• Dette er egentlig ikke nytt! Plenty kilder – f.eks. www.dmi.org • Søk en samarbeidspartner

•  Lokk dine kommersielle stakeholders med økonomiske insentiver

•  Ikke snakk om Design Thinking •  IKKE snakk om Design Thinking!

Noen tips på veien hjem

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Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Lykke til! (Ektefølt)

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