Design the future of the Australian Web Industry with Design Thinking

Design the future of the Web Industry

That is… Design Thinking methods and Rapid prototyping as your innovation strategy William Donovan (@willdonovan) #EOTW

Hi,

Are you ready for a warm up, post

lunch?

Who has every tried improvisation?

Workshop’s Aim

An understanding of Design Thinking and

and how this approach can position

your projects with a strategic edge

Imaging and discover project

opportunities

Experience rapid prototyping

The Question

How can we best showcase the

activities,

skills and

talents

of web professionals

?

Who is @willdonovan

What does Igloo Digital do with a UX’r & Design Thinker in the house

Open Innovation

Design & Thinking - The Movie

Design thinking

1. Human centred

2. Collaborative

3. Optimistic

4. Experimental

4values of design thinking

Co-Creative Evidencing Holistic

Human Centred Design Desirability

Viability

Feasibility

Multi Disciplinary

The Competitive Edge

Thinking Differently Using strategic process

Thinking differently about design

“design for more than just the product, or the ROI”

“Design your business model”

Kids, learning design thinking IDEO are teaching Kids design thinking so that they can deal with the complex problems of

tomorrow.

The Design Process

Double Diamond Divergent and convergent thinking The process as a journey

Convergent Thinking

Converge

Solution Seduction “solutionism.” The word for the belief that with enough data about many complex aspects of life—including not just politics but also crime, traffic, and health—we can fix problems of inefficiency.

Evgeny Morozov (Author) The Net Delusion: The Dark Side of Internet Freedom

Quote “We can’t solve problems by using the same kind of thinking we used when we created them.” Albert Einstein

INDUCTIVE/DEDUCTIVE

INDUCTIVE reasoning works from specific observations to broader generalizations and theories, informally called a "bottom up" approach. In inductive reasoning, we begin with specific observations and measures, begin to detect patterns and regularities, formulate some tentative hypotheses that we can explore, and finally end up developing some general conclusions or theories.

DEDUCTIVE reasoning works from the more general to the more specific, informally called a “top-down” or “waterfall” approach. Thinking up a theory about our topic, then narrow down to more specific hypotheses that we can test. We narrow down even further when we collect observations to address the hypotheses. This leads to test the hypotheses with specific data -- a confirmation (or not) of our original theories.

theory

hypothesis

observation

confirmation

observation

pattern

tentative hypothesis

theory Scientific

Design

Divergent Thinking

Diverge

Design thinking Although design processes are in reality nonlinear, it is possible to articulate an outline structure. It is important to understand that this structure is iterative in it’s approach

3.05 PM Divergent – Discover (20 min) 1.25 PM Convergent – Define (25 min) 3.50 PM Coffee Break – Research (20 min) 4.05 PM Divergent – Develop (15 min) 4.55 PM Rapid prototyping (20 min) 4.55 PM Convergent – Deliver (5 min) 5.00 PM Pitch (1 min each)

Welcome the funny feeling of uncertainty

Doing, not talking

Have Fun

Rules of engagement "   Yes, and…

"   Defer judgment

"   Go for quantity

"   One conversation at a time

"   Encourage wild ideas

"   Build on the ideas of others

"   Stay focused on the topic

"   Be visual

Get Organised "   Get into groups of 5 people

"   What idea do you want to work on?

"   Nominate a team Deputy to capture at the end

Get Challenged How can we best showcase the activities, skills and talents of web professionals?

"   In Recruitment

"   In Accreditation

"   In Training

"   In Lobbying (Internet Filter, NBN)

Opening Exercise

"   Get your pens ready

"   Draw…

This is quick exercise to discover what we have in common to work together on

Discover Research

Immersion

Observation

Ethnography

Ideo HCD Learn Analyse the information you’ve collected to identify patterns and insights.

Look Observe people to discover what they DO rather than what they say they do.

Ask Enlist people’s participation to elicit information relevant to your project

Try Create situations to help empathise with people and to evaluate proposed designs.

Your turn Team Share and Capture – dSchool method

"   Use the 5 Whys

"   Identify the current causes and people (Internal and external)

5 Whys

HOW: Ask “Why?” questions in response to 5 consecutive answers.

WHY: This exercise forces people to examine and express the underlying reasons for their behaviour and attitudes.

Empathy map WHY: Gain a deeper understanding of the people connected in your project.

Identify Needs, Identify Insights

Empathy map UNPACK: SAY: What are some quotes and defining words your user said? DO: What actions and behaviors did you notice? THINK: What might your user be thinking? What does this tell you about his or her beliefs? FEEL: What emotions might your subject be feeling?

HOW:

IDENTIFY NEEDS: “Needs” are human emotional or physical necessities.

IDENTIFY INSIGHTS: An “Insight” is a remarkable realization that you could leverage to better respond to a design challenge.

Define

Focus

Refine

Elimination

• Scope • Stakeholders • Environment • Impact

Define

Jake MurrayAge:23 Gender: Male

Jake has recently left an accounting degree as he realised that being stuck in spreadsheets not was not for him.

Jake grew up playing sport and participating in sporting clinics for young kids which he found extremely rewarding.

Jake is looking for a good life balance of activity with physical and mental challenges that feel like he has achieved something each day.

Personas

The personas are archetypes built after a preceding exhaustive observation of the potential users.

Persona template

Customer Journey Map out the customers journey step by step

Map out the touch-points in the process

Storyboard Enrich the touch-points, communicate the story

How might we…

Problem Statement

User + Need = Insight

How might we…

User + Need = Insight

TEST PLAN Validate your assumptions and if others feel this is an important problem

Develop

Test

Iterate

Prototype

Develop "   Use Cases / Scenarios

"   Storyboarding

"   Prototyping

"   Testing

"   Business model testing

Create your first use case

Design for human behaviour “Put HOT TRIGGERS in front of MOTIVATED people”

Prototype

Prototyping

Test early, test often from the Lean Start-up

Rapid Prototyping 20 mins

The key here is to DO more than THINK.

AIM – FIRE - ADJUST

Create the Prototype: 15 mins

Test round: 10 mins

Discuss & make amendments: 10 mins

(Test round: 10 mins)

Rapid Prototyping Thinking through doing Aim-Fire-Adjust Getting it wrong quickly

Wireframes

"   Quick sketches

"   Easy to updated

"   Easy to throw away

"   No code, no design

"   Testable

Facebook "   How does

someone engage?

"   What are they

doing?

"   How is it

social?

Role play – story telling

Storyboard

Role play / theatre

Art installation,

location based activity

Advertising campaign, poster / online

Comic / illustration / Storyboard

Song

Game / board game, mobile game

Mobile app

Website

Prototyping tools

Deliver

Plan

Review

Document

Manage

"   Business case

"   Working group

"   Service Blueprint

"   Business Model

"   Prototype

"   The Cover Story

Deliver

Cover Story – Tomorrow’s Headline

1.  Tell the AWIA story

2.  “Cover” tells the BIG story of their success.

3.  “Headlines” convey the substance of the cover story.

4.  “Sidebars” reveal interesting facets of the cover story.

5.  “Quotes” can be from anyone as long as they’re related to the story.

6.  “Brainstorm” is for documenting initial ideas for the cover story.

7.  “Images” are for supporting the content with illustrations.

Cover Story – Tomorrow’s Headline

A Funny thing happened on the way to the Internet…

Service Blueprint

Find Buy Use Support

"   The user’s actions

" Touchpoints

"   Front of house staff / resource

"   Back of house staff / resource

Stages of a Service

In each step identify:

Business model canvas

Business model canvasProject: Business model Company: TimeFinda Date: Wed Mar 13 2013

© willdonovan 2011

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3

5

7

6

8

9

Pitch

"   Know your Audience

"   Highlight the potential

"   Build a narrative

"   Communicate the value

"   Be specific about your needs

"   Encourage contribution

Pitch

Develop the 60 second elevator pitch

"   What are you out to achieve?

"   Who is the audience?

"   What do you want them to do?

"   What are the next steps

Tells the story from the user’s perspective

Leave the audience with the hook wanting more

Fill in the capture form

Describe Your Idea Create a concept description for the idea that you would like to prototype and repeat for each idea.

HOW DOES IT WORK?

ADD A HINGE AND DESK LEAF TO EACH DESK TOP. THE LEAF WILL FOLD UP

TO OFFER STUDENTS PRIVACY WHEN THEY’RE TRYING TO BE HEAD’S DOWN, OR

FOLD OUT TO GIVE THEM MORE WORKSPACE WHEN THE STUDENTS WANT TO

WORK AS A TEAM. ADD CASTERS TO THE DESK SO STUDENTS CAN EASILY

MOVE THE DESK AROUND FOR COLLABORATION. DESK CUSHIONS!

SKETCH

CONCEPT NAME:

FOLD-UP LEAF-DESK

3–2 Refine Ideas IDEATION

WHO DOES IT INVOLVE, BOTH IN BUILDING AND IN USING IT?

- HELP FROM A WOODWORKER, SOMEONE WHO CAN SEW AND/OR HANDY-MAN

VOLUNTEER PARENTS

- CLASSROOM STUDENTS AND AFTER-SCHOOL ACTIVITIES GROUP WILL BENEFIT

WHAT NEEDS OR OPPORTUNITIES DOES THE CONCEPT ADDRESS?

LETS STUDENTS HAVE FLEXIBILITY TO COLLABORATE IN THE CLASSROOM BUT

ALSO PUT UP THEIR “DESK BLINDERS” WHEN THEY’RE TRYING TO FOCUS.

ENABLES STUDENTS TO CONTINUE TO HAVE PERSONALIZED DESKS THAT

ALLOW FOR FLEXIBLE WORKSTYLES.

WHAT DO YOU HOPE TO LEARN MORE ABOUT THROUGH PROTOTYPING THIS IDEA?

TEST THAT THE IDEA WORKS ON A FEW DESKS TO GET FUNDING FOR THE

ENTIRE CLASS.

ONE!SENTENCE CONCEPT DESCRIPTION:

THE MURPHY DESK, FOLD UP THE LEAVES FOR PRIVACY, FOLD OUT TO CREATE

EXTENDED DESK SPACE FOR COLLABORATION.

Summary

Take away points

"   Many ways to approach new projects

"   Understand the problem, not the solution

"   The importance of collaboration

"   You don’t need to be an expert designer to innovate

"   Content Strategy – be a content expert

Thank you Next Steps…