Design Thinking and Lean UX

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<ul><li><p>From insight to idea, to implementation </p><p>Design Thinking &amp; Lean UX</p></li><li><p>Grew up acting, dancing &amp; painting. Studied business &amp; </p><p>visual communication. </p><p>Desperately needed to escape the midwest, USA and find my roots </p><p>back in Norway.</p><p>Start working as a graphic designer in 2005, and move to </p><p>Norway in 2006. </p><p>Spend the first 7 years designing from the brief, </p><p>and the next 4 years forming it. </p></li><li><p>What is Design Thinking?</p></li><li><p>In short, design thinking converts needs into demand. </p><p>Its a human-centered approach to problem solving that helps people and organizations become more innovative and creative. </p><p>Tim Brown, CEO IDEO</p><p></p><p></p></li><li><p>Illustration: Linda Halvorsen, BEKK</p></li><li><p>If I had asked people what they wanted, they would have said faster horses. </p><p> Henry Ford </p></li><li><p>Improve the current product or . . . </p><p></p><p></p></li><li><p>Make the right product!</p><p></p><p></p></li><li><p>Human-centered Co-creative </p><p>Holistic Empathetic </p><p>Iterative Daring </p><p>Innovative 7</p><p>CHARACTERISTICS </p></li><li><p>DESIRABLE (human)</p><p>FEASABLE (technical)</p><p>VIABLE (business)</p><p>VALUE-DRIVEN SERVICES</p></li><li><p>FIRST STEP: GAIN INSIGHT</p></li><li><p>Insight &amp; analysis is half information and half inspiration. </p><p>- Linda Halvorsen, BEKK </p></li><li><p>The prepared mind comes from insight </p><p>"After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is a catalyst a chance observationwhich triggers the insights that build on each other. In this </p><p>mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at the same time so that they can be combined in novel ways. When the combination happens, there </p><p>is a sequence of insights and then the Aha! experience of discovery." </p><p>- Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind. </p></li><li><p>EMPATHY We need to put ourselves in other peoples shoes. Truly understand </p><p>their needs and motivations. </p></li><li><p>Book: This is Service Design Thinking</p></li><li><p>SupportProduct </p><p>DevelopmentMarketing</p><p>Strategy</p><p>Design Thinking = Co-creation</p><p>Design</p><p>Consumer needs</p></li><li><p>Design Thinking in practice Experiences from Posten Norge</p></li><li><p>175 838 </p><p>62 430 </p><p>31 733 </p><p>111 736 </p><p>136 961 </p><p>01.01.12 01.01.13 01.01.14 01.01.15 26.06.15 </p><p>Registrations per year: private sector </p><p> Marketing campaigns </p><p> Letter sent to residents in Norway </p><p>Public Sector joins Digipost </p><p> App-redesign </p><p> Improved registration </p><p>Redesign </p><p>UX FOKUS UX FOCUS</p></li><li><p>THE CHALLENGE: How do we create a two-way communication </p><p>system that puts our consumers in the drivers seat?</p></li><li><p>IMPACT MAPPING</p><p>Why are we doing this = business goals. </p><p>Who will be impacted by it = actors. </p><p>What are the actors needs = impact. </p><p>What are the features that meet these needs = deliverables. </p></li><li><p>Business goal</p><p>WHY: S.M.A.R.T. goals</p><p>Actor</p><p>Actor</p><p>WHO:Primary actors Secondary actors Off-stage actors</p><p>Deliverable</p><p>Deliverable</p><p>Deliverable</p><p>Deliverable</p><p>Deliverable</p><p>Deliverable</p><p>WHAT: High level deliverables (Epics)</p><p>Impact</p><p>Impact</p><p>Impact</p><p>Impact</p><p>HOW: What an actor wishes to accomplish</p></li><li><p>Business goal</p><p>Digitalize papir mail and increase digital communication. </p><p>Actor</p><p>Doctor Private practice Small business</p><p>Impact</p><p>Simple, secure and effective communication with my clients. </p><p>Deliverable</p><p>An interface that allows me to compose dynamic letters that can be filled out by the recipient. </p></li><li><p>This is where Lean UX comes into the equation. </p></li><li><p></p></li><li><p>Think Make Check</p><p>THE LEAN UX DESIGN PROCESS</p><p>Iterate</p></li><li><p>FORSTELSE</p><p>TESTE</p><p>LSNINGSFORSLAG</p><p>EGENSKAPER</p><p>SKAPE</p><p>LRE</p><p>Think</p><p>Make</p><p>Check</p></li><li><p>60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used. </p><p></p><p></p></li><li><p>USER CENTERED HYPOTHISES TESTING</p><p>I have an idea!</p><p>Ah, this is how they experience </p><p>it!</p></li><li><p>ASSUMPTION </p><p>HYPOTHESIS </p><p>EXPERIMENT </p><p>PROOF </p><p>Our consumers need this feature </p><p>We assume people need this because . . . </p><p>Design and test </p><p>Results: Value +/- </p></li><li><p>MVP: Minimum Viable Product </p><p>A product built from the smallest set of features that delivers customer value. </p><p></p><p>Lovable</p><p></p></li><li><p>EMOTIONAL</p><p>INTUITIVE USEFUL</p><p>DESIRABLE!</p></li><li><p></p><p>Story mapping </p><p>Primary goal: Create a two-way communication channel for sending and receiving sensitive information. </p><p>Login Compose Step 3 Step 4</p><p></p></li><li><p>Epic = high level user story aka the voice of the human using your product </p><p>Who + </p><p>The task + </p><p>The value </p></li><li><p>Epic High level user story</p><p>Who: A doctor or small business owner </p><p>Compose a dynamic letter so that it can be filled out by the recipient.</p><p>User stories when you break </p><p>down the epic</p><p>Can write and stylize text </p><p>Can create a customized dynamic form module </p><p>Can upload their contacts </p><p>Can get a confirmation that the letter is sent</p></li><li><p>Product Backlog </p><p>Ready to pull</p><p>Prioritized user stories</p><p>Epic </p><p>User story </p><p>Technical task </p><p>Bug </p><p>DoingAnalysis Test Launch</p></li><li><p>Design Thinking Lean UX Agile</p><p>Dire</p><p>ctio</p><p>nCo</p><p>ncep</p><p>t</p><p>DESIGN THINKING/ LEAN UX ROADMAP</p><p>Clear needs</p><p>Research Observation</p><p>Prioritize insight</p><p>Brainstorm concepts</p><p>Hypothesis</p><p>EXPERIMENT &amp; ANALYSE</p><p>LEARN BUILD </p><p>MEASURE</p></li><li><p>Done is never done. Just launch. </p></li><li><p>Then improve through feedback. </p></li><li><p>0 3 6 9 12 0 % </p><p>25 % </p><p>50 % </p><p>75 % </p><p>100 % </p><p>Test participants</p><p>Usab</p><p>ility</p><p> pro</p><p>blem</p><p>s fo</p><p>und</p><p>5 tests lets you find almost as many problems as you will find using more test participants. Source: Nielson Norman Group</p><p> </p></li><li><p>User Tests</p><p>Test</p><p>Guerilla Testing</p></li><li><p>Interviews</p></li><li><p>Surveys &amp; Beta testing</p></li><li><p>Analytics, Event Tracking &amp; A/B testing</p></li><li><p>Retrospective and reflection</p></li><li><p>Hangouts for Entrepreneurs: Lean Startup Meets Design Thinking in 10 Minutes </p></li><li><p>To conclude . . .</p></li><li><p>UNSEEN</p><p>SEEN</p></li><li><p>Design thinking is about creating a VOICE that communicates needs loud and clear, </p><p>so that CHANGE can happen. </p><p> Lillian Ayla Ersoy Practice Lead Insight &amp; Analysis, BEKK</p></li><li><p>LEAN UX is about testing your service early, so that you discover failures and achieve SUCCESS. </p><p> Lillian Ayla Ersoy Practice Lead Insight &amp; Analysis, BEKK</p></li><li><p>Ask yourself, is the brief I am working on, the real problem we need to be solving? </p><p>Should we be making the product right or making the right product?</p></li><li><p>Thanks! Tweets @lillaylaux </p><p></p><p></p></li></ul>