design thinking method sticker 2014

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  • Design Thinking Process(Re)define the problem

    Design never ends

    Needfinding & SynthesisUnderstand the

    users & the design

    space

    Ideate Brainstorm

    PrototypeBuild

    TestLearn

  • Design space exploration

    Final prototype

    Critical function

    prototype

    Dark horse

    prototype

    D I V E R G I N G C O N V E R G I N G

    Funky prototype Functional

    prototypeX-is

    finished prototype

    Design Thinking Phases

  • (Re)Define

    (Re)defining the problem asks you to simplify the visionary

    challenge into a more differentiated problem statement. By (re)

    defining the problem statement from the users perspective,

    you are able to focus on unanswered and specific areas during

    the needfinding phase. Framing what your team seeks to un-

    derstand enables you to generate interview questions and to

    come up with places for observations that seem promising to

    understand the problem statement. Through constant and crit-

    ical reflection, the problem statement needs to be redefined

    as insights that provide new directions.

  • Design Space Map

    Establish a common understanding of your challenge Formulate key questions and discuss important aspects Keep modifying and expanding your map throughout your project Treat your map as a visual record of how your project evolves Revisit this map from time to time, so your team stays aligned

    Challenge

    (RE)

    DEFI

    NE

  • Stakeholder Map

    THINK OFExperts | Skeptics | Fans | Extreme Users | Lead Users | Non-Users |

    Mis-Users | Early Adopters | Innovators | Followers | Laggards |

    Customers | Partner Organizations | Competitors | Suppliers

    Who should we talk to?

    Who can we learn from?

    Where can we find them?

    (RE)

    DEFI

    NE/

    NEED

    FIND

    ING

  • Needfinding

    Ask, listen, observe and engage! Understanding the people

    you are designing for is the foundation of human-centered

    innovation. By observing and directly engaging with users, your

    team learns about the way people think and the values they

    hold. Gaining empathy enables you to discover the emotions

    that guide peoples behavior and helps to capture physical

    manifestations of experiences. This allows to sense intangible

    meanings of user experiences and define latent needs. These

    insights evoke user-centered inspiration for ideation and

    prototyping.

  • Do desk research to get a first deep dive into your challenge (read articles, blogs, forums regarding your

    topic and look at your companys website, )

    Identify sources of inspiration Explore emerging trends and market opportunities Constantly share your research with the team (Diigo.com) Print out important numbers, quotes, and findings to

    share your desk research within the team

    Update your Design Space Map accordingly

    How To Become An

    Expert Instantly

    INST

    ANT

    EXPE

    RTIS

    ING

  • How To Interview

    Shortly introduce yourself. Tell the interviewee that you are interested in

    their experiences regarding your topic.

    What do you like about coffee (example topic)?

    Have you had coffee today? How was your experience? How did you buy

    it? How was the provided service?

    Can you describe your most memorable coffee experience? What

    happened?

    If you would design the ultimate coffee experience, what would that be

    like?

    INTRO

    KICK-OFF BUILD

    RAPPORTGRAND TOUR

    REFLECTION

    NEED

    FIND

    ING

    Intro Kick-Off

    Build rapport

    Grand tour

    Explore emotions

    Reflections

    Wrap up

  • Choose one who is leading the interview while the other is documenting

    Encourage storytelling: use open-ended questions like Tell me about

    Always ask why! (5 Whys)

    Do not skip to a new topic before youve exhausted the current one

    Capture memorable quotes to illustrate your findings

    Look for inconsistencies and non-verbal clues (body-language, tone)

    Expand your notes as soon as possible after each interview

    Keep in mind: there might be a gap between what people say and what they

    do!

    1. 2.3.4.5.6.7.8.

    Interview Tips

    NEED

    FIND

    ING

  • How To Engage

    Self Test and Self Documentation make first-hand experiences and walk in the

    shoes of your customers

    engage in things and activities that people normally do

    do typical activities of your stakeholders use empathy tools

    Tips Dont lose the balance between objectivity and subjectivity. You are still the design team and not the target group

    Empathize without judgment!

    1.

    2.

    NEED

    FIND

    ING

  • What To

    Observe I

    What do

    people do?

    What are the

    specific activ-

    ities they go

    through?

    Activities Environment Interactions Objects User

    What is the

    character and

    function of the

    space?

    What is the

    nature of inter-

    actions be-

    tween people,

    objects, and

    across distanc-

    es?

    What are the

    objects and

    devices people

    have in their

    environments?

    Who is there?

    What is their

    role and

    behavior?

    NEED

    FIND

    ING

    A E I O U

  • Distinguish interpretation from observation

    Dont let your expectations affect your observations

    Look for anything that surprises you, that you may find irrational,

    that makes you question your assumptions, that prompts shifts in

    (routine) behaviors

    Take field notes, photos, videos, audio recordings

    Try to picture the scene from different perspectives

    Capture everything (notes) you experience, see, hear, feel, and taste

    After the observation - print pictures and put quotes on post-its

    Share the observations with your team

    1. 2.3.

    4.5.6.7.8.

    Observation Tips

    NEED

    FIND

    ING

  • What To Observe II

    CONFUSION. Watch the users facial expressions. A confused look signals an opportunity to make the experience more intuitive.

    EXHAUSTION. Notice moments when people must work too hard (even if they dont realize it) as they seek to solve their problem.

    PAIN POINTS. Look for moments that are actualy unpleasant or annoying. You will see it in the users facial expressions and body

    language.

    APPROPRIATION + WORKAROUNDS. Pay attention to adaptations and the use of a product for a new/different purpose.

    SKIPPED STEPS. If users skip a step, it might signal that they dont need, want, or understand the value of that step.

    1.

    2.

    4.

    5.

    6.

    NEED

    FIND

    ING

    What to look for during observations

  • Synthesize

    Synthesis is orientation and is therefore giving direction. After

    engaging with users its time to transform your data into in-

    sights. This is a difficult mental task to work out what connects

    to what, which ideas are more outliers on their own, and which

    concepts tie to the core of the design challenge. By looking at

    your findings, try to link similarities, contradictions, exceptions

    or patterns. Common themes provide inspiration for new,

    improved prototypes which solve uncovered user needs. The

    process of focusing your needfinding and testing data enables

    you to create a shared understanding and team knowledge.

  • Pattern Recognition

    Share your findings with your team!

    Share them while they are fresh. Which

    stories/behaviors are most intruiging?

    Listen actively! This helps to identify first

    patterns and repeating themes.

    Look for patterns, repetitions, exceptions.

    Group notes together that form a theme.

    Find titles for each cluster and phrase

    insights. Insights extrapolate individual

    stories into overall truths.

    NEED

    FIND

    ING/

    SYNT

    HESI

    S

    Storytelling

    Themes

  • Generating Insights

    interviews,

    observations,

    articles

    life experience,

    intuition values,

    morals

    learning about your

    user that you wouldnt

    have assumed before

    your observations

    NEED

    FIND

    ING/

    SYNT

    HESI

    S

    I saw I know Insight+ =

  • Frameworks

    cheap

    expensive

    organic conventional

    NEED

    FIND

    ING/

    SYNT

    HESI

    S

    Venn Diagram 2x2 Matrix

    Coffee Sugar

    Cream Heaven

  • THINK & FEELWhat really counts, major preoccupations,

    worries and aspirations

    SAY & DOAttitude in public, appearance, behavior towards others

    HEARWhat friends, boss, or

    influencers say

    SEEEnvironment, friends, what the

    market offers

    PAINFears, frustrations, obstacles

    GAIN Wants/needs, measures of success

    Empathy Map Whos your user...

    NEED

    FIND

    ING/

    SYNT

    HESI

    S

  • Need Classification

    NEED

    FIND

    ING/

    SYNT

    HESI

    S

    I need to...

    Common needs feel respected

    Context needs confirm the validity of my work

    Activity needs get feedback at the end of a project

    Qualifier needs talk to my project supervisorHow?

    Why?

  • Persona

    demographics like age, education

    needs and tasks

    goals and aspirations

    behavior, bugs an