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1Design Thinking for Business Innovation
Design Thinking for Business Innovation
Melbourne
Twitter: @psharbaugh
Email: patrick@luma-institute.com
2Design Thinking for Business Innovation
The double diamond of human centred design
Doing the right thing Doing things right
3Design Thinking for Business Innovation
Human Centred Design Process according to IDEO
5Design Thinking for Business Innovation
Rather than beginning an innovation process with shiny new technology, HCD asks us to start by trying to establish deep, personal empathy with our users to determine their needs and wants.
We must fill in two blanks:
Our users need a better way to ___ BECAUSE ___.
6Design Thinking for Business Innovation
Design Thinking is built on observing people -- not just asking them what they want, but seeing what they do and don’t do, observing needs or desires they may not know they have, envisioning possibilities they can’t imagine themselves.
7Design Thinking for Business Innovation
ETHNOGRAPHIC RESEARCH
o Interviewingo Fly-on-the-Wall Observationo Contextual Inquiryo Walk-a-Mile Immersion
. . .
PARTICIPATORY RESEARCH
o What’s on Your Radar?o Buy a Featureo Build Your Owno Journaling
. . .
EVALUATIVE RESEARCH
o Think-Aloud Testingo Heuristic Reviewo Critiqueo System Usability Scale
. . .
PEOPLE & SYSTEMS
o Stakeholder Mappingo Persona Profileo Experience Diagrammingo Concept Mapping
. . .
PATTERNS & PRIORITIES
o Affinity Clusteringo Bull’s-eye Diagrammingo Importance/Difficulty Matrixo Visualize-the-Vote
. . .
PROBLEM FRAMING
o Problem Tree Analysiso Statement Starterso Abstraction Ladderingo Rose, Thorn, Bud
. . .
CONCEPT IDEATION
o Thumbnail Sketchingo Creative Matrixo Round Robino Alternative Worlds
. . .
MODELING & PROTOTYPING
o Storyboardingo Schematic Diagrammingo Rough & Ready Prototypingo Appearance Modeling
. . .
DESIGN RATIONALE
o Concept Postero Video Scenarioo Cover Story Mock-upo Quick Reference Guide
. . .
LookingMethods for observing human experience:
UnderstandingMethods for analyzing challenges and opportunities:
MakingMethods for envisioning future possibilities:
LUMA’S HCD PROCESS
in partnership with © LUMA Institute and its licensors
LOOKING
Interviewing
A technique for gathering information through direct dialogue
ETHNOGRAPHIC RESEARCH
8
in partnership with © LUMA Institute and its licensors 9
in partnership with © LUMA Institute and its licensors
in partnership with © LUMA Institute and its licensors 11
12© 2013 LUMA Institute and its licensors
Interviewing: Tips
• Encourage stories.• Probe deeper into implicit attitudes with “why?”• Be objective: resist the urge to judge, fix or analyse• Pay attention to nonverbal cues• Don’t suggest answers to your questions.• Ask open-ended questions, not yes-or-no• Let the other person do most of the talking: it’s an
interview, not a conversation• Make sure you capture (write down) the information• Look for contradictions
in partnership with © LUMA Institute and its licensors
LOOKING
Contextual Inquiry
An approach to interviewing and observing people in their own environment
ETHNOGRAPHIC RESEARCH
13
in partnership with © LUMA Institute and its licensors 14
in partnership with © LUMA Institute and its licensors 15
in partnership with © LUMA Institute and its licensors 16
in partnership with © LUMA Institute and its licensors
Photo: Paul Gould
17
in partnership with © LUMA Institute and its licensors
LOOKING
Walk-a-Mile Immersion
A way of building empathy for people through firsthand experience
ETHNOGRAPHIC RESEARCH
18
in partnership with © LUMA Institute and its licensors 19
in partnership with © LUMA Institute and its licensors 20
21Design Thinking for Business Innovation
22Design Thinking for Business Innovation
23Design Thinking for Business Innovation
Rich’s Commute
24Design Thinking for Business Innovation
Rich’s Commute
1. What did you learn about the user? 2. What surprised you about the user? 3. Did the user ever contradict themselves? 4. If you could ask additional questions what would you ask? 5. How can we use what we learned in this video to inform designing for this user?
in partnership with © LUMA Institute and its licensors
26© 2013 LUMA Institute and its licensors
UNDERSTANDING
Rose, Thorn, Bud
A technique for identifying things as positive, negative, or having potential
PROBLEM FRAMING
27
ETHNOGRAPHIC RESEARCH
o Interviewingo Fly-on-the-Wall Observationo Contextual Inquiryo Walk-a-Mile Immersion
. . .
PARTICIPATORY RESEARCH
o What’s on Your Radar?o Buy a Featureo Build Your Owno Journaling
. . .
EVALUATIVE RESEARCH
o Think-Aloud Testingo Heuristic Reviewo Critiqueo System Usability Scale
. . .
PEOPLE & SYSTEMS
o Stakeholder Mappingo Persona Profileo Experience Diagrammingo Concept Mapping
. . .
PATTERNS & PRIORITIES
o Affinity Clusteringo Bull’s-eye Diagrammingo Importance/Difficulty Matrixo Visualize-the-Vote
. . .
PROBLEM FRAMING
o Problem Tree Analysiso Statement Starterso Abstraction Ladderingo Rose, Thorn, Bud
. . .
CONCEPT IDEATION
o Thumbnail Sketchingo Creative Matrixo Round Robino Alternative Worlds
. . .
MODELING & PROTOTYPING
o Storyboardingo Schematic Diagrammingo Rough & Ready Prototypingo Appearance Modeling
. . .
DESIGN RATIONALE
o Concept Postero Video Scenarioo Cover Story Mock-upo Quick Reference Guide
. . .
LookingMethods for observing human experience:
UnderstandingMethods for analyzing challenges and opportunities:
MakingMethods for envisioning future possibilities:
INNOVATING FOR PEOPLE: METHODS OF HUMAN-CENTERED DESIGN
28© 2013 LUMA Institute and its licensors
29© 2013 LUMA Institute and its licensors
30© 2013 LUMA Institute and its licensors
Individually, codify and organise the notes you took on this contextual inquiry using Rose, Thorn, Bud.
● One issue, insight, or idea per sticky note● Write in ALL CAPS, large enough to be seen easily ● You may have more Roses and Thorns than Buds -
that’s fine● Write each observation from the user’s
perspective, not yours
SCENARIO: CINEMA ATTENDANCE
31
UNDERSTANDING
Affinity Clustering
A graphic technique for sorting items according to similarity
PATTERNS & PRIORITIES
32
ETHNOGRAPHIC RESEARCH
o Interviewingo Fly-on-the-Wall Observationo Contextual Inquiryo Walk-a-Mile Immersion
. . .
PARTICIPATORY RESEARCH
o What’s on Your Radar?o Buy a Featureo Build Your Owno Journaling
. . .
EVALUATIVE RESEARCH
o Think-Aloud Testingo Heuristic Reviewo Critiqueo System Usability Scale
. . .
PEOPLE & SYSTEMS
o Stakeholder Mappingo Persona Profileo Experience Diagrammingo Concept Mapping
. . .
PATTERNS & PRIORITIES
o Affinity Clusteringo Bull’s-eye Diagrammingo Importance/Difficulty Matrixo Visualize-the-Vote
. . .
PROBLEM FRAMING
o Problem Tree Analysiso Statement Starterso Abstraction Ladderingo Rose, Thorn, Bud
. . .
CONCEPT IDEATION
o Thumbnail Sketchingo Creative Matrixo Round Robino Alternative Worlds
. . .
MODELING & PROTOTYPING
o Storyboardingo Schematic Diagrammingo Rough & Ready Prototypingo Appearance Modeling
. . .
DESIGN RATIONALE
o Concept Postero Video Scenarioo Cover Story Mock-upo Quick Reference Guide
. . .
LookingMethods for observing human experience:
UnderstandingMethods for analyzing challenges and opportunities:
MakingMethods for envisioning future possibilities:
INNOVATING FOR PEOPLE: METHODS OF HUMAN-CENTERED DESIGN
33
34
Affinity Clustering
APPLICATION
• One person describe, then place an item
• Invite others to place similar items in proximity
• Repeat the pattern until all items are included
• Discuss and rearrange items as groupings emerge
• Label the clusters as they take shape
35
36Design Thinking for Business Innovation
Design Thinking for Business Innovation
Melbourne
Twitter: @psharbaugh
Email: patrick@luma-institute.com
37Design Thinking for Business Innovation
38Design Thinking for Business Innovation
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