sap student design thinking jam

SAP Student Design Thinking Jam Americas Academic Conference, Feb 23rd 2013

Milwaukee, WI

Deepa Iyer Global SPM Service Innovation, SAP Services

imagine. create. innovate…Design Thinking with SAP—Services

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WELCOME

© 2013 SAP AG. All rights reserved.

Agenda 9:00am – 4:00pm

Ideation 1:30 pm – 2:05 pm

Introduction to Ideation, rules of brainstorming 5 min

Generate ideas, cluster and prioritize ideas 30 min

Prototyping 2.05 pm - 2:45 pm

Introduction to Prototyping 5 min

Start prototyping 35 min

Break 2:45 pm – 2:50 pm

Validation 2.50 pm – 3.50 pm

Final Presentations (5 min / team)

Wrap-up 3:50 pm– 4:00 pm

Wrap up

I like….. I wish

Kickoff 9:00 am – 9:20 am

Welcome & Kickoff 5 min

Warm-up –Team Building 15 min

Design Thinking Introduction 9:20 am – 9:40 am

Overview and Introduction to DT

Scoping 9:40 am – 10:15 am

Introduction to the Design Challenge 5 min

Brain dump exercise 30 min

Break 10:15 am – 10:20 am

360° Research 10:20 am – 11:20 pm

Introduction to 360° Research 5 min

Prepare interview guide 10 min

Interviews 45 min (10.35 to 11.20)

Synthesis 11:20 pm – 12:00 pm

Introduction to Synthesis 5 min

Storytelling & wall of data 35 min

Lunch 12:00 pm – 1:00 pm

Synthesis (contd.) 1:00 pm – 1:30 pm

Intro to Insights 5 min

Cluster, derive insights 25 min


Team Formation & Introductions Teams


Team Building and Introductions

Use 4 Post-it-notes & Sharpies

1. Your name

2. Which university are you from?

3. What are you studying?

4. What do you do for fun?

Team Sharing

- 1 min/person


Rules of Engagement

“Hang in there!

And immerse yourself

in the process, even if

it might feel odd at times”


Rules of Engagement

Active participation by everyone

Everyone has a voice

Defer judgment

Listen

Hearing and exploring divergent perspectives

is the goal

Please - no cell phones, computers, iPads

Have fun!


Who here has

experienced Design Thinking ?


Just to…

……set some

expectations…


Design Thinking is…..

…...not a single Workshop



….no Rocket Science



…..People Centric



…..hard to understand in a

theoretical training


Design Thinking….

….needs to be

experienced


What to expect...

We will apply the Design Thinking process

and principles to solve a concrete challenge.


Design Thinking at SAP – high level history

2009 2004 Today 2005 - 2008

“One step to improve the ability to

innovate is to improve in design,

because we believe that design in one

way or the other will lead to

innovation.”

- Hasso Plattner SAP, Design Services Team

strategic lighthouse projects

joint projects

Basic Edge

new platform

customer PoCs

Hasso Plattner

Specific Teams:

Design Thinking with SAP

Strategic Customer

Engagement Team/TIP

COO DT Program

(process and productivity)

User Experience

AppHaus


Germany

Palo Alto

Bangalore

Montreal

Shanghai

Sofia

Budapest

Ra’anana

Design Thinking @ SAP around the Globe

Stockholm

Rio de Janero

Sydney

Singapore

Sao Paulo

Vancouver

Design Thinking is…

Bringing together a good

approach, with the right people,

in the right environment.

© 2012 SAP AG. All rights reserved. 19


Design Thinking – Finding the Perfect Balance

Source: Design Thinking

public domain

This approach helps to ensure that the right

solution is built and that development teams

are equipped to do so.

The effort in the beginning to understand

and validate what the right problem is avoids

expensive redesigns in later phases.

Holistic Solution


Design Thinking - Core Components

People

who embrace values and are

enabled to follow an approach

Approach

that is an highly iterative process

consisting of activities

Environment and Materials

space that enables team work. Materials

that allow embodying ideas.


Goal

Phase

Divergence

& Convergence

Mindset

Creating

Choices

Making

Choices

Creating

Choices

Making

Choices

Understand the Problem Space Create the Solution Space

Imagine the “ideal”

Design Thinking Process

Output

A Story

©SAP AG 2010 | 24

A PROJECT OUTSIDE SAP


Source: The New York times

Source: Design that Matters

DESIGN THINKING IN A REAL LIFE CHALLENGE

How might we keep Premature Babies warm in developing countries

Context : Developing Country

Basic Infrastructure, Electricity available, but stable availability of car parts

No money to buy and support Hi-tech products

Context : Developing Country

Little to NO Infrastructure, Electricity only in a few places, Rural village areas

Hospitals are hard to reach

Airport Security

Source:

Source:


Design Thinking Principles – supports the right mindset

... Practice Empathy -

it helps us better understand one another.

... Overcome Fixedness -

helps us broaden the solution space and thrive for novel ideas

... Embrace Diversity -

it opens more opportunities.

... Seek Inspiration from Users -

because necessity is the mother of invention

... Cherish Multidisciplinary Team Work –

no one knows or can do it all alone

... Integrative Thinking -

everything is part of a system. “see the wood for the tress”

... Accepting Ambiguity -

Expect the unexpected to not miss opportunities.

... Fail early and often -

because failure is the stepping stone to success.

"You can fix it now with an eraser, or you can fix it later with a sledgehammer.“ Frank Lloyd Wright

… Consensus kills innovation –

otherwise we might still be using punch cards

Scoping "If you cannot explain it simply, you do not understand it well enough."

– Albert Einstein.


Scoping

Scoping is

• About identifying and defining the right challenge to solve

• The goal is to get a common understanding of the challenge/problem space

• Identify stakeholders

• Create project plan

Today’s Design Challenge

Design Challenge

Create a concept to gamify education.


…What does that mean?

“Is there a way to make our classes more engaging and fun?”

“Wonder if there is an easier way to collaborate with my classmates?”

“Wouldn’t it be cool to study virtually with my friends but still be in my room?”

“Can I use social media to get validation of my ideas for this mid-term paper?”


Exercise : Brain dump

Create a concept to gamify education.

What does that mean to you? Thoughts, concerns, questions, pain points……

• Silent brainstorm - 5 min

• One thought per post-it note. Stay with your Post-it note color.

• Share—one participant at a time within your teams

• Cluster, merge and define headlines for each category

• Finalize within your teams your area of focus for the design challenge

Break - 5 min

360° Research “Prior to knowledge is the striving to attain it.”

- Alexander von Humboldt


360° Research

360° Research is

• About Researching, Discovering, Exploring and Capturing Information

• The goal is to find data that serves to inspire the team and gain

empathy

• Keep in mind, this phase consists of diverging activities—no

conclusions yet

• Raw, unstructured data

Creating Choices


Understanding the problem space

Prepare and plan your 360 research:

•Talk to and observe real end-users

•Talk to stakeholders and experts

•Conduct competitive and industry research

•Conduct adjacent research


Empathizing with your end-users

Listen to them and don’t judge:

• How does it feel to walk in his/her shoes?

Be curious, and keep your eyes and ears open:

• Inspiration comes from unexpected insights

Observe what people really do:

• What people say is not always what they do

say = do = think = feel


Basic Principles of Field Research

Most of the time what people say is not

what they do, think or feel.

say = do = think = feel

• Prepare your research session to get the

best possible information for your project.

• Focus on peoples goals.

• Stay focused on your research question.

• Engage with people in their context.


How you ask matters

Ask open-ended questions:

• Open-ended: ‘what’, ‘why’, ‘how’, ‘when’, ‘where’, ‘who’

• Closed ended: results in a single word answer

Don’t ask leading questions:

• Are SAP communities effective?

• What do you think about SAP communities?


Research Preparation – 10 min

What you need to do now:

• Prepare your interview guide. What do you

want to learn?

• Assign roles (interviewer and note taker)

• How will you capture the session? Capture

quotes!


Interview schedules

• Each team does 3 interviews, 15 min each

• 2 people from each table have been assigned interviewee roles

Synthesis Curious how often you humans manage to obtain that which you do not want.

-Spock, Star Trek, "Errand Of Mercy"


Synthesis

Synthesis is

• About structuring the unstructured Data

• The goal is to share the raw data and structure the information collected during

the 360° Research phase.

• Look for patterns and themes and derive insights

• It is about setting the information in relation to different stakeholder types, those

might be personas.

• Come to a convergent state of mind without jumping to the solution just yet.

Making Choices

Part one - Story Telling “Stories are data point with a soul”

- Brené Brown


Start with storytelling

effective post-its ineffective post-it

Share your interviews with your team mates

1 or 2 of your team mates capture data points of that story

Note:

Use one color per story

One data point per Post-it note

Put the post-it notes on the wall

Story telling team work

– 35 min

Synthesis part two Cluster, derive insights, goals, create persona and base line scenario


Create a wall of data – suggested structure

Characteristics

Goals

Activities /tasks

Pain points

Observations on the environment

Artifacts and tools they use

Loves to make her customers happy

Wants to spend as much time with her customers as possible

Is responsible for ordering and replenishing the stock levels

Has no transparency into what her customers really want

Is always running around in the noisy store

Uses her mobile phone to connect to the people in the warehouse

Emma, department supervisor fresh fish Lisa, department supervisor fresh produce

Example post-its Categories


Clustering, deriving insights & goals

Within the pre-defined categories cluster

the data points that belong to the same

theme.

If you look at the themes that emerged

you might be able to draw conclusions –

we call them ‘insights’.

“we can not react fast and flexibly to upcoming trends”

“I don’t have a clear picture of who my customers are”

Example of an insight:

Knowing who her customers are and

what is going on in their lives, enables

Emma to optimize her ordering plan.


Creating personas

Personas are fictional characters

created to represent user types. They

are useful in considering the goals,

desires, and limitations of the users to

help to guide design decisions.

Personas put a personal human face

on otherwise abstract data about

customers

Your persona description might include:

name and picture

demographics like age, education

needs and tasks

goals and aspirations


Persona Example

Emma, 24 is supervisor for the fresh food department of a global retailer, called ‘Fresh’.

She needs to keep an overview of her stock levels to best balance on-shelf availability,

bound capital and write-offs.

She wants to engage with her customers and to always have what they are looking for in the

store


Coming up with a POV

POV = User + Need + Insight

The Point of View is one sentence that

creates an image in your mind. Based on

an understanding of a user group and an

insight into a specific need, it narrows the

focus and makes the problem specific.

Template:

[User] needs (to) [Need] because [Insight]

Example:

The Department Supervisor needs time with

customers, since knowing who they are

enables her to optimize her ordering plan.


Creating scenarios

A scenario is a high level description of

how the user reaches her goal.

Your scenario might illustrate:

• the acting persona and maybe other

involved characters

•user needs and insights from the

research

•a well balanced level of detail


Based on your data, please do the following …

1. Cluster your data

2. Gather key points/ insights

3. Create a persona that represents the people you want to design for

4. Create a scenario that illustrates the context of use and the sequence of

events your persona goes through

Ideation “Imagination is more important than knowledge, as knowledge is limited,

imagination I can draw from.”

~ Albert Einstein


Ideation

Ideation is

• About brainstorming ideas

• Move from problem space to solution space

• At this point the team starts to imagine possibilities

• Do not check for feasibility and viability at the beginning of ideation,

this is done later during prioritization

Creating Choices

BE VISUAL

“draw a crazy picture…put something silly in the world that ain't been there before” shel silverstein

DEFER JUDGEMENT

DEFER JUDGEMENT

“criticism is hard to take, particularly from a relative, a friend, an acquaintance or a stranger “ franklin jones

ENCOURAGE WILD IDEAS

“if at first an idea doesn’t sound absurd, then there’s no hope for it” albert einstein

GO FOR QUANTITY

“the best way to get a good idea is to get a lot of ideas” linus pauling

ONE CONVERSATION AT A TIME

“it takes a great man to be a good listener“

calvin coolidge

STAY FOCUSED ON TOPIC

• Silent brainstorm for ideas 5 min

• Share ideas, build on each

others ideas

• Cluster and prioritize ideas

Prototyping –

Embodying your ideas If prototypes aren’t failing they aren’t pushing far enough.


Prototyping

Prototyping is

• the first step to actually feel an idea

• The goal is to develop quick prototypes in order to create a first user

experience of how the idea might feel like, look like and work like….

• Develop low and high fidelity prototypes

Making Choices


Types of low fidelity prototypes


Role Play

You are the Actors

Show the Solution

through the User‘s eyes

• Use a role play to show the impact of your

idea e.g. in the “day in the life of“ your

persona

• Don‘t try to be too perfect. “Feeling the idea

is key, not perfect make up “


Story Board

Visualize your

Solution in a

Story Board

• Use a story board to

represent the ideas in

different perspectives or

contextes.

• Don‘t try to be too perfect.

“Simplicity and a good story

is key, rather than a high

glossy comic strip“


Low fidelity Mockups

Demonstrate

Functionality,

(Look)&Feel of

your Solution

• Compose low fidelity

mockups by using

traditional material.


“Key functionality and

screen flow is key, rather

than finalized screenshots.“


Quick handmade Constructions

Build something

you can touch

• Compose low fidelity mockups

by using traditional material.


“Key form and functionality is

key, rather than polished metal “


Pitching your solution

• Your final presentation briefly describes the context of your solution. What

were you asked to do? Who were you designing for? What insights did

you discover?

• Then focus on the essence of your solution and how it solves your users’

needs.

• You have five minutes to present!


Prototyping

- 30 min

Break - 5 min


Validation is

• About grounding the feasibility of ideas with the stakeholders

• Gather feedback on concepts and prototypes

• Check on feasibility, viability and desirability with the stakeholders

(users/customers)

• Capture feedback

• Incorporate feedback and iterate prototype

• Apply activities, tools and techniques from the previous phases to iterate

Validation

Presentation– 5 min / team


Implementation

Implementation is about realizing a validated prototype, in some cases a

blueprint


Wrap up

Thank you

Deepa Iyer ([email protected])

Design Thinking Coach Design Thinking with SAP - Services

Global SPM Service Innovation, SAP Services

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