Design thinking for designing and delivering services

Design thinking for designing and delivering services Zaana Howard | @zaana Huddle | @wearehuddle

Libraries are facing challenges

What are the greatest challenges you are facing?

What might the customer value proposition of libraries be in the future?

What might your library become?

DESIGN THINKING WORKSHOP | Zaana Howard | 2

Agenda 1.35 What is design thinking? 1.50 Discover: Understanding libraries now 2.10 Define: Thinking about tomorrow 2.40 Develop: Prototyping the library of tomorrow 3.45 Deliver: Pitch & showcase 4.20 Wrap up


what is

design thinking?

design is evolving

from this to this


design thinking is a human centred,

collaborative & creative approach to solving complex problems


Adapted from Brown (2008).

business (viability)

technology (feasibility)

people (desirability)

design thinking integrates...


is a balance of thinking...

Adapted from Mar6n (2009)

analytical thinking

intuitive thinking

design thinking


Adapted from We are Snook

design thinking starts with...

users clients

customers stakeholders

borrowers patrons

people


a note on language...

user centred design human centred design user experience service design design thinking + ... often interchanged, all related but each has its own distinct definition, history and foundations


the

design thinking process

design process

discover define develop deliver

Based on UK Design Council DESIGN THINKING WORKSHOP | Zaana Howard | 12

design process


general problem

specific problem or opportunity

solution


design process


diverge converge


how design feels

Based on Daniel Newman, Central Office of Design DESIGN THINKING WORKSHOP | Zaana Howard | 15

on your mark

ground rules

Have fun Encourage wild ideas

Bring ideas to life

Work fast Work together, no spectators

Done, not perfect

discover

Share what you know

Share stories & experiences Interview each other, have a conversation, share stories about your customers and library experiences.

10 minutes to share Capture any themes and insights

Questions to consider What are the greatest challenges you are facing? Why are these challenges? What is causing these challenges?


Capture opportunities

10 minutes on opportunities for the future From your conversation: What are the needs of your customers? What opportunities did you spot?

Turn that frown upside down Problems can be solved, or even better new futures created.


define

Build a persona

20 minutes on building personas Who are you designing for? What motivates them? What are their needs? What is their background? How do you design for their context?

Personas help idea generation and help you become more empathic with your intended audience.


Personal information Age: 19 Profession: full time student Field: Design Home life: single, lives with parents Hobbies: hanging out with friends Personality: arrogant and ambitious

Amelie the Undergrad

“Do I need to know this to pass?”

•  Inexperienced library user •  Only interested in what’s required •  Research is not a key part of the

course

Background

Computer usage

Library usage

Key experiences

Experience: high Primary uses: IM, email, web, Creative Suite Favourite sites: Facebook, YouTube, Vimeo, Design Milk Hours online per week: 40 Works out of: library or home Devices: laptop & any device she can get her hands on

How often (online): weekly How often (offline): few times a week For: study, meet friends Advanced features: rarely Reliance on library: high (few alternatives) Material: books Uses: catalogue

Amelie uses design books in the library to get ideas for projects. She does not rely on the library’s journal collections, her emphasis is on books. She uses the online catalogue to get started but spends most of her time pulling books from the stacks and looking for images. As a design student her work is very project focused with little research required. Some of her projects are highly independent, others involve working in groups and building on ideas from her colleagues. Her studio work involves developing prototype designs by using Creative Suite software, constructing physical models, and sketching on paper.

She relies on Getty Images and Flickr as good sources for digital images. She has found it difficult to search for images through the library. She has tried to use the “ask a librarian” feature but sometimes she gets the feeling that there are not enough resources to handle all the requests so you have to wait for a reply. Amelie uses the library systems so infrequently that she doesn’t get used to them or build up tactics or strategies for success. Amelie needs help to use the library. If you don’t bring the book back on time you get an “outrageous fine, something like $30.”

Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.

Draw your persona:

Name:

Age:

Where do they live:

Build a persona What do they do during the day?

What do they value?

How do they use the library? What are their key experiences?

What are their needs?


Create a focusing question

10 minutes to create a question Example: How might Chris, a culinary apprentice, find relevant and credible information on knife skills so that time researching and learning is minimised as she works full time and has a baby at home?

Make it juicy & actionable Question structure: How might who what so that why? Based on the challenge, need, persona and insight.


develop

Creating new futures

50 ideas in 10 minutes Document, visualise & build upon ideas, ‘Yes and...’, Be wild.

Ideas and opportunities What are the opportunities and possible solutions to the problem you identified?

Is this a new role for libraries? A new service for customers? Is it even a physical space?


Synthesise solutions

10mins to choose a solution. This might be one idea you’ve had, a mash up of several or something new!

How will you solve the problem? All problems have several solutions. Consider how you might best resolve the problem you’ve identified.


Storyboard the new experience

15 minutes to storyboard your ideas Top tip: Start in the middle of your story with your ‘magic’ service moment, what are you trying to achieve? Don’t forget context: who? what? why? where? when?

Story What is the story of your new product | service | library? Like a story, it should have a beginning, middle & an end

before after magic moment


Prototyping a library service for tomorrow

30 minutes on prototyping and improvising your future library Sketch, draw, build. Don’t be precious! Could be: wireframe, diorama, role play, scenario. Don’t be limited!

Make your idea come to life Highlight what parts of your idea have ‘form’ and make them tangible. What parts of your idea can people touch? What will people see when they first encounter your service?


deliver

Prepare your pitch

10 mins to prepare 3 minute pitch

Stick to it. Tell us your vision.

Audience Who is your audience? Who is your new library

service for?

Content What is your tweetable

pitch? What is it called?

How does it work?

Format How are you going to

present your pitch? Make it engaging but

informative.


showcase

summary

process reminder



four principles conversation collaboration visualising and making storytelling


key is collaboration most problems are too complex for one person. involving customers, multiple perspectives, disciplines, knowledge, skills and experiences is key.


thank you CAVAL!

@zaana @wearehuddle wearehuddle.com

All images courtesy of The Noun Project Children designed by Gilad Fried

Tiger designed by Allison Dominguez Heartbeat designed by Jardson A.

Fast designed by irene hoffman Group designed by Lucian Dinu

Magnifying Glass designed by Edward Boatman Crosshair designed by Phil Goodwin

Tools designed by Shane Miller Play designed by John Chapman

Cut Spending designed by Matt Brooks Scale designed by Anthony Rees

Compass designed by Naomi Atkinson Call designed by Shelby Blair

Puzzle designed by Julien Deveaux Theater designed by Björn Andersson

Graph designed by Pham Thi Dieu Linh Trophy designed by Luboš Volkov

Stopwatch designed by John Caserta Presentation designed by Alexander Bickov

Film designed by Björn Wisnewski People designed by Reza Mostmand

Microphone designed by serhat ozirik Document designed by Thomas Le Bas

Second Thought designed by Benjamin H. Byron Rubik's Cube designed by Murali Krishna

Question designed by Brennan Novak Molecule designed by Gislene Carvalho

Brain designed by Eric Bird Create Database designed by Ilsur Aptukov

Business

Design thinking for designing and delivering services