design for solving the right problem
TRANSCRIPT
DESIGN FOR SOLVING THE RIGHT PROBLEM
Raine Qian
HI, I AM RAINE QIAN
Mobile UI and UX designer
Manager of Product Design at Pivotal Labs
@RaineQian
What is Design?
It is a problem solving process that makes things better for people.
What does a UX/UI designer do to solve
problems?
Design thinking is the core skill that differentiates designers from
other professionals.
Design Thinking Elements
Generate Select
DIVERGENT THINKINGVS. CONVERGENT THINKING
PROTOTYPING
VISUALIZATION
EVALUATION
SELECTION
UNCERTAINTY
ENVISIONING
IDEATION
FRAMING
CONTRAINTS
SYNTHESIS
10 ELEMENTS IN DESIGN THINKING
PROTOTYPING
VISUALIZATION
EVALUATION
SELECTION
UNCERTAINTY
ENVISIONING
IDEATION
FRAMING
CONTRAINTS
SYNTHESIS
THE REAL PROCESS IS LESS ORDERLY
What is a design problem?
Not a pre-determined problem.
Not a design brief.01
02
03
A DESIGN PROBLEM IS...
Interpreted during the design process by the designer.
What is the RIGHT design problem?
A real existing problem.
Correlated with goals and targeted users.
01
02
03
THE RIGHT DESIGN PROBLEM IS...
Encompasses opportunities for positive change.
CUSTOMERSREAL
PROBLEMS
GOALS
RIGHT UX SOLUTION
Target Need &Use Case
TargetProblem
TargetUser
Why is it critical to identify the right problem?
We can’t build one thing that does everything for everyone.
We want to avoid creating a
beautiful wrong thing.
THE SEGWAY
How do we identify and solve the right problem?
Critically look at the way in which the problem is stated.
Rethink the problem from a wider context
01
02
03
CRITICAL THINKING
Raise questions: “What” “How” “Why”
Framing both informs and limits the way we think.
Reframe the focus from functionality to UX to enable more possibilities.
01
02
FRAMING AND REFRAMING
CHALLENGING ASSUMPTIONS
Recognize that ideas are assumptions.
Never rely on assumptions.
01
02
03 Explore methods for validation.
RESEARCH-INFORMED DESIGNED
Generate empathy.
Select research types that align with your goals.
01
02
03 Be flexible and learn on the go.
QUALITATIVE (WHY) QUANTITATIVE (WHAT)
GENERATIVE Interviews Surveys
Usability Testing AnalyticsEVALUATIVE
SYNTHESIS
Synthesis is emergent.
Synthesis is vital. It enables us to turn data into insights.
01
02
STRATEGY & TACTICS
Design needs long term plans and actionable steps.
This helps your team think & stay on the same page.
01
02
Story Time!
THE PROJECT
A loyalty app redesign for a supermarket chain
WHAT WENT WRONG?
Synthesis is missing during research.
Gap between the design solutions and the research findings.
Didn’t identify what is the right problem.
01
02
03
OUR APPROACH
Look critically at existing problems
Reinvestigate existing problems from all perspectives
Further validate assumptions with research
Strategize design solutions
01
02
03
04
THE PROJECT
Carnival cruise wanted a mobile solution to enhance the guest cruise experience.
THE DESIGN PROBLEM?
How will user benefit from the app?
What can we leverage from mobile?
What is the right problem we should focus on?
01
02
03
ON-SITE GENERATIVE RESEARCH
“The app is awesome! We are using chat a lot, to locate friends and family, and to plan
when and where to meet up. :) ”
Train your design thinking muscle to see the right problem that others can’t. Make a positive impact by
solving the right problem.
Thank you!
@RaineQian