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Dana Liz
@lizmcdermott35 @dmitroff
Welcome! Twitter hashtags:
#wma2015 #designthinking
What is design thinking?
A set of methods and mindsets for framing problems & generating
innovative, human-centered solutions
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Image by the Stanford d.school
The process
Empathize Define
Prototype
Test
Ideate
REPEAT!
Image by the Stanford d.school
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Image by the Stanford d.school
focus groups
usability tests
surveys
web analytics
Where does design thinking fit in?
a/b testing
market research
formative evaluation
summative evaluation
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Helps us connect with the people + stories behind our data
Wikimedia Foundation Strategic Plan Survey by Bridgespan Partners, 2009. Licensed under GNU Free Documentation License via Wikimedia Commons , CC BY-SA 4.0.
So we can understand the why, not just the what
Institutions trained in design thinking
Human-centered
Bias towards action
Iterative Prototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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Before
After
“Design Doing”
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Get some blank paper and a Sharpie
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3 min on your own. Go!!!
That was a problem-solving approach
Image by the Stanford d.school
Now, a design thinking approach…
Get a new partner
Not someone you already know!
How might you make your museum*
comfortable and welcoming for your partner?
*or any museum of your choice if you don’t
currently work in a museum!
Your mission is to discover what comfortable and
welcoming means for your user.
Start with empathy
Empathize: what?
Empathize: why?
Empathize: methods
immersions
observations
ethnographic interviewing
Immersion
Image by Maryanna Rogers
What? How? Why? )
Observation
What? How? Why?
Ethnographic Interviewing
Interview best practices
Encourage stories Use open-ended questions Always ask “Why?” Allow space for silence Take notes!
Interview your partner
Tell me about a place where you feel comfortable and welcome. o Where is it? o Why do you feel that way there?
Tell me a story about a recent experience in which you felt uncomfortable and unwelcome somewhere.
2 sessions x 4 min each
Follow-up and go deeper
“Why did you say…” “Can you say more about…” “Do you have another example of …?” “Really? And why was that?” “Why? Why? Why?”
2 sessions x 4 min each
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If I had 20 days to solve a problem, I would take 19 to define it. -Albert Einstein
What is the real need?
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Needs and insights
Human emotional and physical necessities.
Verbs, not nouns
Opportunities, not solutions
Needs are…
Something you can see from the outside that your user cannot see.
A contradiction, a surprise, an “aha!”
Why do you think your user has this need?
What’s really going on here?
Insights are…
Needs + insights mapping
Insights:
What + why behind the needs
Needs:
Verbs, not nouns
Needs + insights mapping
Insights:
What + why behind the needs
She wants to feel smarter than her brother—he’s been getting all the attention these days!
Needs:
Verbs, not nouns
To reach To get attention To gain knowledge To learn To feel like an adult
3 min on your own
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Let’s plan a trip
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Brainstorming
go for quantity be visual encourage wild ideas build on ideas defer judgment headline ideas
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Solo ideation
6 min on your own.
1. Prep a sheet for “Crazy8s” 2. Look back at your needs + insights 3. Brainstorm solutions to help your user feel
comfortable + welcome in your museum
2 sessions x 3 min each
Share and capture
3 min on your own
Reflect + plan your solution
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Lo-fidelity prototyping
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Prototype examples
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Mobile app
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Tablet app
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In-gallery interactive
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Objects
Image courtesy Michael Edson, Smithsonian Institution
Wayfinding and signage
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#mw2014proto
Programs and services
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#mw2014proto
Experiences
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#mw2014proto
What do they all have in common?
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Fast, rough, low-fidelity Easy to iterate
Set the scene
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Product or service?
Build your solution
10 min on your own
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Share prototypes Ethnographic mindset
Observe, listen, question
Share prototypes Testing best practices
Hand over your prototype!
Let the user touch and hold it
Show, don’t tell!
Test and get feedback
What worked? What could be improved? Questions? Ideas?
2 sessions x 4 min each
Share your prototypes!
Image by the Stanford d.school
Wrapping up
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Human-centered
Bias towards action
Iterative Prototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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Case studies from the Getty
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Example #1: Design Thinking to Redesign the
Getty’s Exhibition Websites
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www.getty.edu
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Example #2 Project Reboot! Using Design Thinking to
Redesign Your Job
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Design thinking resources
DesignThinkingforMuseums.net
Design thinking resources
dschool.stanford.edu/use-our-methods
All icons licensed from The Noun Project
Questions?
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Debrief
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I like… I wish… I wonder…
!
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