designing our future - modernizing k-20 advising system
TRANSCRIPT
Designing Our FutureModernizing K-20 Advising System
Day 1
• Introduction
• Objectives of Today
• Design Thinking
• Interactive Session – Ecosystem & Personas
Day 2
• Interactive Session – Empathy
• Interactive Session - Ideation
• Break
• Interactive Session - Prototyping
• Presentations, Recap and Next Steps
Agenda
Doug Pace
Introduction
Stonehill
• Founded Stonehill with the vision of bringing agile management practices found in entrepreneurial organizations to large companies.
• Stonehill Recognized as a Top Business Intelligence Agency by Great Agencies
• Finalist for US Chamber of Commerce Emerging Business of the Year
• Recognized by Consulting Magazine as one of the 75 Most Influential Consultants in the United States.
Past Experience
• Chief Operating Officer and Equity Partner for one of the most awarded digital agencies in the United States.
• Firm was selected as Microsoft Global Partner of the Year, a fourteen time AdAge Magazine Top Digital Agency, six time Chief Marketer Magazine Top Digital Agency, and a six time INC 5000 Fastest Growing Company in the United States.
Education
• University of Florida – Bachelors of Science, Economics
• University of South Florida - Fellowship, Innovation and Transformation
• Stanford University – Certification, Energy Innovation and Emerging Technologies
Chief Executive Officer
Before We Start
Leverage a Mindset Called Design Thinking
Discover What Our Constituents Want and Need
Create Ideas for Florida’s Next Generation Advising System
Prototype Ideas to Expand and Refine
What Are We Going To Do
Methodology
Process
Mindset
What is Design Thinking?
What is Design Thinking?
Mindset Used By Some of the Most Innovative Brands
Multidisciplinary Teams
Agile & Customer Centric
The Five Phases
Empathy - Rapid Implementation - Continuous Reinvention
Why Are People Using It?
DesirableHuman
ViableBusiness
FeasibleTechnical
Ideation
Inspiration Implementation
INNOVATION
Its All About Using Empathy
Seek to Understand People
• See Their World• In Their Context• Discover What They Are Really
Trying To Do• Understand Their Feelings• Understand Why Its Important
We Are Not Logical Beings
Experience the Entire Journey.
Before. During. After.
To Create Meaningful Experiences
Meaningful Experiences:• Satisfy a Need• At the Right Time• In the Right Context• While Appealing to Our Values• Surprising Us A Little Bit
Challenges:• Every Person is Different• The Same Person May Have Different
Needs in Different Context• Delivery Has to be Across Senses• Its Hard Work to Maintain
Design Doing
THE BEST WAY TO EXPERIENCE
DESIGN THINKING IS BY
DESIGN DOING
Recap
Goal: • Design Features of the Modern K-20 Advising System
Mission:• Use empathy to design a solution• Create something that is desirable, viable, and feasible• Start with 4 jobs to be done and redefine
Process:• Break into teams of 8-10• Take a step at a time• Leverage the design thinking mindset• Opportunity to ideate on 2 job types
• First is multidisciplinary• Second is your selection
High School
College University Workforce
4 Jobs to Be Done
1.Family needs to successfully transition student from high school to higher education
2.Student needs to enter the workforce with a college degree
3.Student needs to transition from college to a university
4.University graduate needs to start their career
Start by Framing the Ecosystem• An Ecosystem is a community of
organisms that interact with each other
• Consists of Users, Partners, Influencers, Builders, Distractors, and more
• Organisms do not always share goals
• Successful organisms have symbiotic relationships
Lets Identify Our Ecosystem!
Ecosystem
Who Uses Our Products and Services
Who Benefits from Our Products and Services
Who Provides Alternative Solutions to Our Users
Who is Influenced by Our Products and Services
Who Funds Our Products and Services
Who Builds and Delivers Our Products and Services
Job to Be Done
Debrief
DEBRIEFAND
HOMEWORK
Understand -What are the jobs to be done?
Dig Deeper –Why are they important?
Needs –What are they really trying to do?
Insights –Discoveries you can leverage
Job to Be Done
Day 2
• Recap
• Interactive Session – Empathy
• Interactive Session - Ideation
• Active Break
• Interactive Session - Prototyping
• Presentations, Recap and Next Steps
Agenda
The Five Phases
Empathy - Rapid Implementation - Continuous Reinvention
Recap
Goal: • Design Features of the Modern K-20 Advising System
Mission:• Use empathy to design a solution• Create something that is desirable, viable, and feasible• Start with 4 jobs to be done and redefine
Process:• Break into teams of 8-10• Take a step at a time• Leverage the design thinking mindset• Opportunity to ideate on 2 job types
• First is multidisciplinary• Second is your selection
Empathize
Empathy is when you can feel what another person is feeling. It is the foundation of a human-centered design process where by deeply understanding people, you are in the best position to design for them.
To empathize, we: • Immerse: Experience what the user experiences. • Observe: View users and their behavior in the context
of their life. • Engage: Interact with and interview users through both
scheduled and short ‘intercept’ encounters. • Discover: Analyze the results to identify opportunities
and underserved needs.
Empathy is used to discover obvious and hidden needs so that you can solve them with design solutions. The job of the designer is to infer what they think and create solutions for these observations.
We Seek to Understand PeopleThrough observation and interviews, we can build a picture of our users’ motivations based on what they say, do, think, and feel.
Understand -What are the jobs to be done?
Dig Deeper –Why are they important?
Needs –What are they really trying to do?
Insights –Discoveries you can leverage
Job to Be Done
Define
In order to create the right solutions, we first need to identify the right problem. A great problem statement combines three elements – user, need, and insight.
Good Problem Statements Are:• Human-Centered : Frame your problem statement
according to specific users, their needs and the insights that your team has gained.
• Broad enough for creativity : The problem statement should not focus on a specific method regarding the implementation of the solution.
• Narrow enough to manage : On the other hand, problem statements do need sufficient constraints to make the project manageable.
• Inspirational for the Team : In the end, the statement needs to inspire action and allow for the creation of a meaningful solution.
Searching for the WhyLaddering uses questions that begin with “why” to elicit information from someone to identify a root cause of an issue. Begin with a piece of information such as “I really like feature X” and then move down the ladder by asking “Why is it that you really like that feature.”
Users (Be Specific)
Needs(Verb)
Ne
ed
s to
Be
cau
se
Surprising INSIGHTS
Original Job to Be Done
Ideation
Ideate is the stage where we focus on idea generation. The goal is to “go wide,” open our minds, and identify the broadest range of possibilities.
Common Ideation Techniques• Brainstorm : Leverage the synergy of a group to reach
new ideas by collaboration. Thoughts are blended to create one good idea in a concept similar to that of “1+1=3.”
• Worst Possible Idea : Instead of going for good ideas, this process calls for the worst possible solutions. The removal of the pressure to be right relieves anxiety and allows people to be adventurous.
• Sketch : This is a valuable exercise to express ideas in the form of diagrams and rough pictures. Visuals have a way of provoking further ideas and evoking a wider lens of thinking.
• Storyboard : Stories are a key medium for communication, learning, and exploring. Storyboarding can help you bring a situation to life, can show what happens over time, and can explore ancillary dynamics to a situation.
• SCAMPER : SCAMPER is a lateral ideation technique that utilizes action verbs as stimuli. It asks seven questions to come up with ideas – Substitute, Combine, Adapt, Modify, Put to Another Use, Eliminate, Reverse.
Ideation - Plussing
Generate Initial Ideas“How Might We”
Add to Shared Ideas“Yes, And…”
Further Expand“Also Like”
Idea 1 Idea 2 Idea 3 Idea 4
Idea 5 Idea 6 Worst Idea 1 Worst Idea 2
Job to Be Done
Prototype
After identifying a key solution or solutions, it is time to see how they hold up against a problem. A prototype is developed in small scale and tested against the problem within a controlled experimental setting.
How to Prototype• Start Building : Even if the solution is not clear, be
comfortable jumping in. Use random materials and communicate often.
• Regulate Time : Don’t spend too much time on a single prototype and avoid becoming emotionally attached to a solution.
• Identify Variables : Make sure you identify what variables you are testing with each prototype.
• Keep the User in Mind : Don’t forget that you are building for the end user. Keep their goals, motivators, background, and biases front of mind.
Tips for Prototyping• Have a Bias Towards Action• Build to Learn and Learn by Doing• Use Prototypes to Spark Conversations• Start Small and Iterate• Fail Fast, Often, and Cheaply
Methods
Prototyping is the iterative generation of artifacts intended to answer questions - getting you closer to a final solution. There is no “best” method for prototyping because it all depends on what you need!
Example Prototyping Techniques:
• Virtual – Virtual or Wizard of Oz prototypes are those with faked functions. You mimic some aspects of your product to save time and resources.
• Experiential - Experiential prototyping or role-playing is a method that explores scenarios in a physical context. Enacting the situations you are focused on improving provides a sense of empathy and highlights areas to concentrate.
• Paper – Paper is a widely used method that is cheap, quick, and relatable. It revolves around the sketching of interfaces on various pages to represent an interactive experience.
• Storyboards - Stories are an excellent way of guiding people through an experience. Storyboarding, a technique derived from the film industry, can be used to visualize a user’s journey and imagine how they might experience a problem or product.
• Advertisements - Targeted ads for Facebook, Google, Linkedin or any other platform can help to quickly attract target customers to an offer and determine how compelling it may be.
Debrief
DEBRIEFAND
PRESENT
Next Steps
Where Do We Go From Here?
• Student Sessions• Prioritize Ideas• Acquire Required Signoffs • Create Advisory Groups • Prototype Solutions
If You Are Interested in Being Part of An Advisory Group Let Us Know!
Think Big
Start Small
Act Fast
Summary
