pa dgs presentation - design thinking by ryan klinger
TRANSCRIPT
Design-Driven InnovationUsing human-centered design to foster an innovative and creative workforce
by putting people at the center of the problem solving process
Ryan [email protected]
Design Example
Designing within Systems
Role of Design
Design as Process
Design as Strategy
Design-Driven Innovation
Why are these people in line?
Waiting for iPhone X
They are waiting to pay $1000 for the 18th version of the iPhone
1. iPhone (2007–2008)2. iPhone 3G (2008–2010)3. iPhone 3GS (2009–2012)4. iPhone 4 (2010–2013)5. iPhone 4S (2011–2014)6. iPhone 5 (2012–2013)7. iPhone 5C (2013–2015)8. iPhone 5S (2013–2016)9. iPhone 6 (2014–2016)10. iPhone 6 Plus (2014–2016)11. iPhone 6S (2015–present)12. iPhone 6S Plus (2015–present)13. iPhone SE (2016–present)14. iPhone 7 (2016–present)15. iPhone 7 Plus (2016–present)16. iPhone 8 (2017–present)17. iPhone 8 Plus (2017–present)18. iPhone X (2017–present)
Cell Phones 1992 to 2007
These Photos by Unknown Authors is licensed under CC BY-SA
1992 2002 2007 2007
Cell Phones 2017
All the latest phones use the same design as the original iPhone in 2007
Why?
2017 (Nokia) 2017 (iPhone)
These Photos by Unknown Authors is licensed under CC BY-SA
2017 (Pixel)
Apple 2003
In 2003, an Apple Industrial Designer did a show and tell of multi-touch devices during one of their bi-weekly brainstorm meetings
https://www.cultofmac.com/303396/design-studio-behind-iron-curtain/
Apple did not design the iPhone by just trying to make the phone smarter …
“Touch is one thing, but multi-touch was new. You could swipe to turn a page, as opposed to finding a button on the screen that would allow you turn the page. Instead of trying to find a button to make operations, we could turn a page just like a newspaper.
- An Apple Industrial Engineer
https://www.cultofmac.com/488008/jony-ive-book-excerpt-iphone/
Human Desirability & Usability
Design Thinking – IDEOhttps://www.bridgx.com/sap-user-experience/
Started with human usability & desirability in 2003
2003
Understand – Analogous Research
https://www.engadget.com/2007/01/22/some-iphone-touchscreen-roots-splained-by-fingerworks-inventors/
Multi-Touch was new to Apple, but it was not new to the world of Academia
FingerWorks
Prototype – Model 035
https://www.cultofmac.com/488008/jony-ive-book-excerpt-iphone/
Apple’s first prototype tablet was built from parts taken from the white, plastic iBook. Known as Model 035, it served the basis for a patent filed on March 17, 2004 and was designed to run Mac OS X.
Prototype – Model 035
Proved their idea was technically feasible in 2004
2004
2003
Design Thinking – IDEOhttps://www.bridgx.com/sap-user-experience/
2005 – Direction of the iPod
iPod Sales: • 2003: two million• 2004: ten million• 2005: forty million
Sales were good, but it was clear the mobile phone would take over the iPod.
https://www.probewrite.com/articles/17/the-good-old-days-technology-2000-2010
While the design team worked on the multi-touch tablet prototypes, Apple executives were starting to worry about the direction of the iPod.
Why Not Apple?
It became clear that someone was going to combine the two, sooner or later.
Apple thought why not us, in 2005 …
2004
2003
Design Thinking – IDEOhttps://www.bridgx.com/sap-user-experience/
2005
iPhone Prototypes
http://appleinsider.com/articles/17/06/21/apple-began-project-purple-because-steve-jobs-hated-microsoft-exec-says-scott-forstall
Apple did not have a name or any credibility in the phone world, so it decided to launch two parallel iPhone projects and pit them against each other:
P1Based on the iPod nano
P2Based on Model 035 Tablet
Iterated
http://bgr.com/2015/12/07/apple-secrets-iphone-ipad-samsung-lawsuit/
“The iterative process is extensive. In some instances, a single design element will result in 50 proposed mockups.”
… and Delivered
http://mashable.com/2012/09/12/watch-steve-jobs-announce-the-original-iphone/#hGNZFiV6xuqq
The rest is history … Apple changed the way people interact with phones, engage with content (Apps), and even the way other companies design their technologies.
that sounds great … but the public sector doesn’t create iPhones
True, but the public sector designs within end-to-end systems just like Apple
Company What I Do How I Do It Who I Do It For What I Do It For
Apple Create technology products (i.e. iPhone)
Design and develop technology products
Customers ProfitMore Customers
Public Sector
Create services
Design and develop services
Citizens Reduce CostsDeliver Better or Faster Services
Designing within Systems
Public Sector Creates Services
…
These Photos by Unknown Authors is licensed under CC BY-SA
Account #Social Security #Date RegisteredBeneficiary’s DOB
Public Sector Creates Processes
These Photos by Unknown Authors are licensed under CC BY-SA
2017: Submit New Hire Forms
Public Sector Creates Processes
These Photos by Unknown Authors are licensed under CC BY-SA
2015: Buying a House
How might the public sector move toward design-driven
innovation?
Design Thinking
https://dschool-old.stanford.edu/groups/k12/wiki/956b6/Design_Thinking_Projects_and_Challenges.html
… is a set of methodsand mindsets,
that begins with understanding human needs and motivations to define, frame and solve problems.
The Role of Design (Thinking)
The Role of Design (Thinking) Traditional Transformative
Design as Process …
Design-Driven Development Process
Waterfall Design Thinking
= End User
Hybrid-Agile
Reframes the design and
development process to improve efficiency, minimize risk, and increase
visibility and feedback but lacks
true human-centered design.
Can serve as a transition step to
improve processes toward human
centered design-driven innovation.
(Traditional) (Transformative)(Transitional)
What Each Stage Looks Like
Traditional State(Generally speaking)
Transformative State(Design-Driven Innovation)
Transition State
Design as Strategy …
It starts with culture
Start Here “Using empathy to put customers, clients, and end users at the center of the problem-solving equation is the foundation of design thinking. With this focus, design becomes a tool for change, capable of transforming the way companies do business, hire talent, compete, and build their brand.”
- McKinsey Design
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/building-a-design-driven-culture
Design Thinking – IDEOhttps://www.bridgx.com/sap-user-experience/
Understanding Challenges
The challenges public agencies often must overcome include: working across stakeholder boundaries developing an enterprise-wide perspective operating in an ambiguous environment adapting to shifting strategies as the external and internal pressures change creating the conditions for adaptive change to develop leaders and their team creating commitment and leadership at all levels of the organization
- Rahaman, Andrew (2016)
Rahaman, Andrew (2016). Questions, Answers, and Problem Solving in the Public Sector. ATD. https://www.td.org/Publications/Magazines/TD/TD-Archive/2016/03/Questions-Answers-and-Problem-Solving-in-the-Public-Sector
“
”
How Might We (HMW) is a technique that allows us to turn our challenges into opportunities…
How: assumes opportunities exist
Might: Frees us from judgement
We: is all about doing this together
Turning Challenges into Opportunities
?…
Opportunity #1
Opportunity #2
Opportunity #3
Opportunity #4
Putting it all together into a Public Sector Design Strategy …
Some Key Ingredients
People(Who)
Practices(What)
Places(Where)
• Program Leaders• Executive Sponsors• Designers
• Design Standards• Service Development• Training/Marketing Strategy
• Collaboration Space• Development Space• Community Web Space
The Recipe
1. Align people, process and technology
2. Create digital service design standards
3. Support digital service design and delivery
4. Facilitate collaborative design sessions
5. Foster a design community
Ryan [email protected]
Example
Systems
Role of Design
Design as Process
Design as Strategy
Design-Driven Innovation
Questions?