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Introductory lecture on Design Thinking given by Mark Billinghurst as part of the HITD 201 course taught at the University of Canterbury. Taught on December 9th 2013
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HITD 201 Introduction to Design Thinking
Mark Billinghurst HIT Lab NZ
December 9th 2013
Mark PhD Electrical Engineering
University of Washington Interaction Design
Museum experiences, Tools Augmented Reality
Mobile AR, Evaluation, Multimodal Collaboration
Enhanced FtF and remote collaboration
Introduction
What to Do? Imagine
You’re bringing a new product to market Your #2 competitor has been in the market for
over a year, selling millions of units Your #1 competitor launches the same month Your technology is slower than your competitors Your technology is older than your competitors Your last product failed in the market
Do you compete on Price ? Do you compete on Technology ? Do you compete on Features ?
Compete on user experience !
Nintendo Wii Cheap - $500 Unique game play/Design
Wireless 3 DOF controller Position and orientation sensing
Aiming to broaden user base Can play previous games/downloads
Sales to Sept 2011
“The product is no longer the basis of value. The experience is.”
Venkat Ramaswamy
The Future of Competition.
Using the N-gage
SideTalking
www.sidetalkin.com
Design Thinking
A problem solving methodology that helps students and innovators to approach today’s problems from a new perspective.
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEO, IDEO
Design Thinking Mindset Focus on human values Show don’t tell Craft clarity Embrace experimentation Be mindful of process Bias towards action Radical collaboration
History
History of Design Thinking 1969 Herbert Simon – The Science of the Artificial
Design as a way of thinking
1973 Robert Kim - Experiences In Visual Thinking Design Engineering
1980’s Rolf Faste -Stanford Univ. Design Education, HCD
1991 Deflt University First Academic Research Symposium
1991 Founding of IDEO 2004 Stanford d.school founded
IDEO (http://www.ideo.com/) International Design Innovation firm
Founded 1991
Major advocate of Design Thinking Multidisciplinary staff
Human factors, engineering, design, communications
Major Projects Apple mouse, Palm V, Leap chair, etc
Stanford d.school
Hasso-Plattner Institute of Design http://dschool.stanford.edu/
Design Thinking Process
Design Thinking Process
5 modes iterated through
Empathize Empathy: Foundation of Human-Centered
Design Process Observe; Users and their behaviour in context Engage: Interact with and interview users Immerse: Experience what users experience
Why Empathize Need to understand end users
You’re solving their problems
Watching people what people do Understand what they think and feel
Engage to uncover unexpected insights Uncover needs – conscious and unconscious Guide innovation efforts Identify right users to design for
Understanding the User
A day in the Life of.. Cultural Probes.. Role Playing..
Cultural Probes: Equator Domestic Probes
Interviewing
Understanding people’s thoughts, emotions, motivations Understanding people’s choices and behaviours Key way to identify needs
Interview Process
Consider the Whole User
Define Expresses the problem you are addressing Defines your unique point of view
Unique design vision based on Empathy outcomes
Two Goals Deep understanding of users and design space Actionable problem statement (point of view)
Expressing the Problem
[User] needs [verb phrase] in a way that [way] How might we [verb phrase] ?
Tools for Problem Definition Storytelling Personas Clustering Task Flow Analysis Frameworks Empathy Maps
Personas • Personas are a design tool to help visualize who you are
designing for and imagine how person will use the product • A persona is an archetype that represents the behavior and
goals of a group of users • Based on insights and observations from customer research • Not real people, but synthesised from real user characteristics • Bring them to life with a name, characteristics, goals, background • Develop multiple personas
Empathy Map
Problem Definition Creates Insight
User + Need = Insight
How Might We … ? Short questions that launch brainstorming
Good Point of View Inspires your team Provides focus and frames the problem Provides a reference for evaluating ideas Fuels brainstorming by suggesting ‘how might we’ Captures the hearts and minds of people Guides your innovation efforts
Ideate Idea generation
Large quantity of diverse ideas
Motivation Step beyond obvious solutions Harness collective perspectives Uncover unexpected areas of exploration Create fluency (volume) and flexibility (variety) Move beyond obvious solutions
Ideation Tools Brainstorming
Be visual, defer judgment, quantity not quality
Mindmaps Look at existing solutions Post-it note clouds
Brainstorming
Best with interdisciplinary team
MindMapping
Other Products in Market
Notice all the iPod look-alikes?
Prototype Create physical form of ideas
Allow people to experience and interact with them
Why Prototype? Empathy gaining- deepen understanding of design space Exploration – build to think Testing – test solutions with end users Inspiration – help others catch your vision
Prototyping Tools Sketching Physical Mockups Wireframes Interaction Flows Storyboards Acting Preotyping
Sketching
Wireframes
52 www.id-book.com
Storyboarding
Physical Prototype
Acting/Role Playing
Goals of Prototyping Learn Solve Disagreements
Reduce miscommunication
Start a conversation Fail quickly and cheaply
Test ideas without spending time and money
Manage the solution building process Break large problem into smaller testable parts
Test Place prototypes into context of use
Prototype and if you know you’re right, Test as if you know you’re wrong
Why Test Refine prototype and solutions Learn more about the user Refine our POV
Types of Testing
‘quick and dirty’ Focus Group Usability testing Field studies Predictive evaluation
Design Thinking Flow
Three Phase Model
Process Flow
Problem Space Solution Space
Elaboration and Reduction Elaborate - generate solutions. These are the opportunities Reduce - decide on the ones worth pursuing Repeat - elaborate and reduce again on those solutions
Source: Laseau,P. (1980) Graphic Thinking for Architects & Designers. John Wiley and Sons
Focus and Flare Design is a convergent and divergent process
The Design Funnel Alternate generation of ideas and convergence until resolution
Modified from Pugh, S. (1990) Total design: Integrated methods for successful products engineering. Addison-Wesley. P. 75
Assignment One Write a one page reflection on the following: 1. What does Design Thinking mean to me? 2. What you hope to get out of the class 3. How you imagine Design Thinking will help
you achieve your goals?
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