design thinking - nyu ambition conference

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Design Thinking. NYU AMBITION NYU-POLY JEFF WENZINGER MARCH 23, 2012

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A presentation I gave on design thinking for technology, business, and entrepreneurship students at NYU. These slides were accompanied by a lot of group participation, Q&A, and a design challenge, so some slides may feel a little sparse. These slides are adapted from a design thinking presentation co-authored with Melanie Kahl in 2011. Thanks for viewing!

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  • 1. Design Thinking. NYU AMBITION NYU-POLY JEFF WENZINGER MARCH 23, 2012

2. MECHANICAL ENVIRONMENTAL ENERGYENGINEERINGCOMPLIANCE ENGINEERINGCAPSTONE PROJECT ENGINEERINGIN BUILDINGSRESPONSIBLEINSTITUTE FOR CLEAN BUSINESS SOCIALENERGYCONSULTING ENTREPRENEURSHIP EDUCATION 3. MECHANICAL ENVIRONMENTAL ENERGYENGINEERINGCOMPLIANCE ENGINEERINGCAPSTONE PROJECT ENGINEERINGIN BUILDINGSPRODUCTPROCESSSYSTEMS DESIGN DESIGN DESIGNRESPONSIBLEINSTITUTE FOR CLEAN BUSINESS SOCIALENERGYCONSULTING ENTREPRENEURSHIP EDUCATIONSERVICEDESIGN THINKINGEXPERIENCEDESIGNWORKSHOPDESIGN 4. I create social impact through design andengineering. 5. I CANT COVER ALL OF DESIGN THINKINGIN ONE HOUR...But I can give you terms,examples, and tools toempower you to usedesign thinking in yourwork. 6. FOR THE NEXT HOUR...Re-framing designA new way of thinkingDesign Thinking toolsDesign challengeDiscussion 7. Amtrak, the U.S. passenger railcorporation, was preparingto launch its Acela high-speed train service along theBoston-to-Washington metropolitan corridor.It askedIDEO todesign the interior of its Acela rail coaches. Amtrak wanted a railcar that was more attractive andfunctional than the interior of the passenger airliners thatwere Amtraks primary competition.Your turn: if you were IDEO, how would you helpAmtrak? 8. ABOUT THE EXPERIENCE LEARNING PLANNING STARTING ENTERING TICKETING WAITINGONLY ABOUT BOARDINGTHE RIDE RIDING ARRIVING CONTINUING 9. WHICH AIRLINE IS THIS? 10. THE WORLDITS UP TO YOU TOOFTEN ASKS YOU DISCOVER THETO SOLVE THE RIGHT PROBLEMWRONG PROBLEM. TO SOLVE. DESIGN THINKING TEACHES YOU TO EXPLORE COMPLEX SITUATIONS AND DISCOVER HIDDEN CUSTOMER NEEDS. 11. SO,What is design thinking? 12. FIRST,What is design? 13. YOUVE GOT TOSTART WITH THECUSTOMEREXPERIENCE ANDWORK BACKWARDSFOR THETECHNOLOGY. Steve Jobs 14. IN MOST PEOPLES VOCABULARIES,DESIGN MEANS VENEER. ITS INTERIORDECORATING. ITS THE FABRIC OFTHECURTAINS AND THE SOFA. BUT TOME, NOTHING COULD BE FURTHER FROMTHE MEANING OF DESIGN. DESIGN ISTHEFUNDAMENTAL SOUL OF A MAN-MADECREATION THAT ENDS UP EXPRESSINGITSELF IN SUCCESSIVE OUTER LAYERSOFTHE PRODUCT OR SERVICE.Steve Jobs, CNNMoney/Fortune, January 24, 2000 15. THE ANGLO-SAXONINLANGUAGE THERESONLY ONE WORD FORDESIGN, WHICH ISDESIGN... 16. IN HOLLAND, WE HAVE TWO WORDS FOR DESIGN. Vormgeving is more to make things look nice. So for instance, packaging for a perfume or for chocolate in order to make things fashionable... While ontwerpe means, and the Anglo-Saxon word, but its stronger, means engineering. THAT MEANS YOU AS A PERSON TRY TO INVENT A NEW THINGWHICH IS INTELLIGENT, WHICH IS CLEVER, AND WHICH WILL HAVE A LONG-LIFE. AND THATS CALLED STYLISTIC DURABILITY. IT MEANS YOU CAN USE IT FOR A LONG TIME.-Gert Dumbar 17. design vs. Design 18. design vs. Design 19. design vs. Design 20. designMORE THAN VENEERENGINEERING, EXPRESSIONdesign vs. Design 21. SO,What is design thinking? 22. DESIGN THINKING REFERS TO THEMETHODS AND PROCESSES FORINVESTIGATING ILL-DEFINED PROBLEMS,ACQUIRING INFORMATION, ANALYZINGKNOWLEDGE, AND POSITING SOLUTIONSIN THE DESIGN AND PLANNING FIELDS.AS A STYLE OF THINKING, IT ISGENERALLY CONSIDERED THE ABILITYTO COMBINEIN A HOLISTIC MANNER:EMPATHYFOR THE CONTEXT OF APROBLEM,CREATIVITYIN THEGENERATION OF INSIGHTS ANDSOLUTIONS, ANDRATIONALITYTOANALYZE AND FIT SOLUTIONS TO THECONTEXT. 23. human-centeredconnection seekingbias towards actionprocess of discovery 24. design thinking.discovering brainstorming prototypingthe problem ideassolutionschallenging and evolving 25. Some overlap with:user experience designcustomer development the lean startup 26. OKAY, SO...How can I learn this wayof thinking? 27. IF THE ONLY TOOL YOU HAVE IS A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL. Abraham Maslow, psychologist DESIGNYOU ARE HERE YOU ARE HEREENGINEERING BUSINESSDISCIPLINES STAKEHOLDERS }PERSPECTIVES 28. The solutions that emerge from Human-Centered Design should hit the overlap of these three lenses: they need to be Desirable, Feasible, and Viable. 29. DesignEngineeringBusinessSee holistically across disciplines 30. + Enthusiasm 31. Cultivate your T-Shapebroadened perspectivesLEARN (KINDLE + COMMUTE, GOOGLE READER)HANG OUT WITH MULTIDISCIPLINARY PEOPLETRAVEL OFTENASK QUESTIONS OF DISCOVERYconnect disparate ideasYES AND... IMPROV COMEDYLEARN BY DOING - EXPERIMENTLOOK FOR DUCT TAPE SOLUTIONS 32. How do I apply designthinking to the real world? 33. DESIGN THINKING REFERS TO THEMETHODS AND PROCESSES FORINVESTIGATING ILL-DEFINED PROBLEMS,ACQUIRING INFORMATION, ANALYZINGKNOWLEDGE, AND POSITING SOLUTIONSIN THE DESIGN AND PLANNING FIELDS.AS A STYLE OF THINKING, IT ISGENERALLY CONSIDERED THE ABILITYTO COMBINEIN A HOLISTIC MANNER:EMPATHYFOR THE CONTEXT OF APROBLEM,CREATIVITYIN THEGENERATION OF INSIGHTS ANDSOLUTIONS, ANDRATIONALITYTOANALYZE AND FIT SOLUTIONS TO THECONTEXT. 34. When my husband left me, I had nothing.Today, everyone knows me. I amsomeone. 35. design thinking realizes everybody has a story.and human-centeredsolutions are rooted in stories. 36. DEFER JUDGEMENTENCOURAGE WILD IDEASBUILD ON THE IDEASOF OTHERS STAY FOCUSED ONTHE TOPICONE CONVERSATIONAT A TIME BE VISUAL GO FOR QUANTITY IDEO 37. TTTTTHOW TO USE DESIGN THINKING IN THE REALWORLD?Your best bet is tocultivate and empower aT-shaped team. 38. TTTTTLOOK AROUND YOU.NYU Ambition: yourT-shaped team membersare all around you. 39. So, whos ready for adesign challenge? 40. designMORE THAN VENEERENGINEERING, EXPRESSIONdesign vs. DesignthinkingEMPATHIZE AND BLEND PERSPECTIVESCULTIVATE YOUR T-SHAPEMEET OTHER T-SHAPED PEOPLEdesign thinkingHUMAN CENTERED, CONNECTIONSEEKING, BIAS TOWARDS ACTION,PROCESS OF DISCOVERY, HOLISTIC 41. Whats this? 42. Notice L/R image labeling 43. Infectionappears onradiologicalimageWhat about under the skin? 44. L/R image label is manuallyinputted by CT operator 45. L/R errors in symmetricalareas can go unnoticed... 46. ...which can lead to wrong-site surgery, harm to patient, and malpractice suits. 47. Design Challenge:Develop a verication system todouble-check technologistsinput and ensure L/R imagelabeling is accurate on all CTscans.Stakeholders:Chief Radiologist (MD), Chair of Patient Safety CommitteeCT Scan Technologist (operator)Chief Radiology Scientist (Ph.D)Nurses with deep knowledge of patients needs 48. The solutions that emerge from Human-Centered Design should hit the overlap of these three lenses: they need to be Desirable, Feasible, and Viable. What do people desire? 49. Customer Needs:1. Be highly reliable2. Take little time3. Be unobtrusive to patient4. Implement in current system5. Minimize radiation exposure6. Minimize image streakingTechnical Concerns: Material (metals create streaks in images) Easy implementation Time added to procedure Radiation exposure Few Components Fatigue lifetime 50. Proposed Solution1. Use headrest and footrest inserts to identify orientation2. Implement radio frequency identication (RFID) chips (low metal content)3. RFID receiver sends signal to compare with control room techs input4. CT scan halted until signals match5. CT process commences only when signals matchInsert appropriate headrest orRFID receiver detects insert and footrest based on patient orientationsends double check information tocomputer 51. Heres the point:Through discovery and design, its possible to nd ahuman-centered, low-cost, low-tech solution.Technical knowledge is a critical part of the toolkit,but its not the solution in and of itself.Strive to frame every challenge in terms of humanneeds, and combine technology and businessmethods to create a holistic solution.PEOPLE DONT WANT QUARTER-INCH DRILLS -THEY WANT QUARTER-INCH HOLES. Ted Levitt, marketing guru 52. More on Design Thinking... 53. designMORE THAN VENEERENGINEERING, EXPRESSIONdesign vs. DesignthinkingEMPATHIZE AND BLEND PERSPECTIVESCULTIVATE YOUR T-SHAPEMEET OTHER T-SHAPED PEOPLEdesign thinkingHUMAN CENTERED, CONNECTIONSEEKING, BIAS TOWARDS ACTION,INHERENT OPTIMISM, HOLISTIC 54. DESIGN THINKING ISNT FAIRY DUST. ITSA TOOL TO BE USED APPROPRIATELY. ITMIGHT HELP TO ILLUMINATE AN ANSWERBUT IT IS NOT THE ANSWER IN AND OFITSELF.-Helen Walters for FastCoDesign 55. CREATIVITY IS JUSTCONNECTING THINGS. THE BROADER ONES UNDERSTANDING OF THE HUMAN EXPERIENCE, THEBETTER DESIGN WE WILL HAVE. Steve Jobs 56. TTTTTNow go be awesome.Thanks! @[email protected] www.linkedin.com/in/jeffwenzinger