what’s next and beyond design thinking
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What’s next and beyond Design Thinking
Jane Vita Sr. Service Creator @janevita
BMW Summer School Version 0.1 /July 2016
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Jane Vita Sr. Service Creator
Jane Vita has over 19 years’ experience in digital services and media, including cross-platform design, digital strategy, digital reputation and performance. Jane has helped to create new digital services and transform existing ones with clients including Nokia, NSN, Samsung , Ericsson, Volvo, Renault, Marcopolo, Lojas Renner, Positivo Group, , Banco do Brasil, Bematech, Gol Linhas Aéreas, Porto Seguro, Nokian Tyres, Honka, Iittala, Stockmann, Viking Line, Safmarine, YIT, Fira and ABB. Previously Jane worked at Fjord, Ixonos and other big and small companies in Brazil. She also teaches Service Design in Digital Context at Laurea University and she is Doctoral candidate at Aalto University, Media Lab.
EDUCATION
Doctoral Candidate Media Lab - LeGroup Aalto University 2016-current Service Innovation and Design Master of Business Administration Laurea University of Applied Sciences 2012-2014 Web Design Post-graduation PUC-PR 2001-2003 Industrial Design – Graphic Design Bachelor degree PUC-PR 1998-2001
• Digital Business Strategy, • Service Design, • Experience Design, • Interaction Design, • Interface Design, • Information Architecture, • Gamification, • Storyfication • Design for Conversion, • Rapid prototyping
@janevita [email protected] fi.linkedin.com/in/janevita www.janevita.com
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Our toolbox
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Design Thinking
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Making people want things Marketing and
advertising, Product dominant
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Making things
People want
Service Design, Design Thinking,
Service dominant, People centric
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Design Thinking A user-centered approach to problem solving
“Design thinking is a system that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and
what a viable business can convert into consumer value and market opportunity.”
TIM BROWN, CEO OF IDEO, HBR, 2009.
THINKING LIKE DESIGNERS
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Imagines the world from multiple and different perspectives.
Empathy
Thinking Like Designers
Constructively faces opposing ideas that lead to models that will satisfy all. Knows how to create and facilitate dialogue.
Integrative Thinking
There is always a potential solution to be found.
Optimism
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Can accept completely new directions, takes risk taken, looks for the problems worth solving.
Experimentalism
Thinking Like Designers
No lone creative genius, benefits from other discipline collaboration
Collaboration
DESIGN THINKING PRINCIPLES
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“Some” Design Thinking Principles
It is PEOPLE CENTERED, focuses on user’s experience, specifically the emotional ones.
It is HOLISTIC, creates a model that examines complex problems, benefits from system thinking.
It TOLERATES FAILURE and it is optimistic.
TANGIBILITY RULES, visual facilitation and storytelling are great ways to make the abstract, clear and concrete.
It is SIMPLE, it has a clear and directing value proposition.
It INSPIRES, but is also COMMITTED to great outcomes.
Find PROBLEMS WORTH SOLVING, the ones that inspire and needs critical and creative thinking.
It is CONTEXTUAL, talk with customers and other people involved in the context of the problem.
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Cyclical and Interactive
The Design Thinking process (i.e.)
INSPIRATION Discover, understand,
observe, interpret, POV
IMPLEMENTATION Business model, pilot, storytelling, evolution
IDEATION Ideate, experiment, prototype, test, improve
How to be people-centered?
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Behaviour lens • Focus on individuals • Experience is shaped by choices and attitudes, drivers
and barriers
• People and their activities exist in a context • People are the actors
• People have choices • Etic – viewed from outside people’s worlds
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Socio-cultural lens • Focus on people as carriers of practices
Experience as an outcome of dynamic mixture of elements
• People and their activities co-produce the context • Actions are distributed
• People make decisions resulting from their localized activities and participation in a practice
• Emic – viewed from inside people’s worlds
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Identifying patterns
Patterns from Big Data
• Answers what is happening • Numbers • Helps identify issues in the past and present
• Reliability and generalizability • Algorithms do the interpretation
• Shows reality • Behavioural analysis – what people do and
what drives this
• At a distance • Specific and focused • Detailed
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Understanding context and personal-behaviour
Insights from Thick Data
• Answers what does it means • Stories • Helps to inspire possibilities for the
future • Credibility and transferability
• Interpretation is a collective process • Constructs reality • Cultural analyses – social meanings
• Close in and interactive • Open-ended • Holistic
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Open data Data that can be freely used, re-used and redistributed by anyone – subject to the requirement to attribute and sharelike.
Examples: • Public traffic • Public transportation
• Photos • Healthcare data
Personal data From specific applications by the user permission
Examples: • Facebook • Gmail
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What’s next and beyond
“What is being labeled as ‘design thinking’ is what creative people in all disciplines have always done.”
DOM NORMAN,
THE DESIGN OF EVERYDAY THINGS
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Focus areas of design
Broad goals with social & cultural corporate implications.
Directing designers and interdisciplinary teams.
Products
Information
Services
Design Strategy
Design Management
Design Planning
Design Execution Converting strategy and insights into objects, images and actions.
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Creativity
Everyone can be creative
• Designers are great examples of how to work with your creativity
• Creative intelligence developed, creative confidence
• Perhaps not everyone should be designer, but bring up the inner child.
• Designer? How to be a better maker, enabler?
• Appreciating the effective execution that will translate your great ideas in to meaningful, engaging and functional solutions.
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Questions? Feedback?
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Videos
David Kelley at TED2012 on Building Your Creative Confidence. https://embed-ssl.ted.com/talks/david_kelley_how_to_build_your_creative_confidence
Design & Thinking, http://www.designthinkingmovie.com/ , Muris Studio.
The Explainer: Design Thinking, August 25, 2015, Harvard Business Review, https://hbr.org/video/4443548301001/the-explainer-design-thinking
Articles
Brown T. and Martin R., Design for Action, Business Harvard Review, September 2015. Kelly T. and Kelley D., Reclaim Your Creative Confidence, Harvard Business Review, November 2012.
Buchanan R., Wicked Problems in Design Thinking, Design Issues, Vol. 8, No. 2, (Spring, 1992), pp. 5-21, The MIT Press.
Books
Brown T. Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, Harper Business, September 29, 2009.
Mootee I. Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design School, Wiley, August 12, 2013
Stickdorn M. and Schneider J., This is Service Design Thinking, Wiley, 2011.
Roan D., Unfolding the Napkin, Portfolio, 2009.
Norman D., The Design of Everyday Things, Basic Books, 2013.
Clark H. and Brody D., A Reader, Bloomsbury Academic, 2009.
Kimbell L., The Service Innovation Handbook, BIS Publishers, 2014.
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