WELCOME to @SAPInsideTrack 2012 in Eindhoven, NL Infusing Design Thinking

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WHAT WE EXPECT Be open. Do it. Try it out.

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WHY WE DO THIS To meet the user’s needs.

USE THE WHOLE SPACE. Do not limit yourself to the white board.

Active participation by everyone

Be VISUAL

DESIGN THINKING

TIME-BOXING – yes, you will not have

enough time

Please – minimal use of cell phones,

computers, iPads

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Things to Remember

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DESIGN THINKING

Create Innovation by combining the right PEOPLE, the needed SPACE and

a supporting PROCESS.

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THERE IS NO MAGIC.

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AND IT’S NOT ABOUT LUCK.

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THE RIGHT PEOPLE.

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NO LONESOME RESEARCH.

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INTERDISCIPLINARY TEAMS of T-shaped people.

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DIFFERENT MINDSETS & EXPERIENCES.

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THE NEEDED SPACE.

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FLEXIBLE ENVIRONMENT

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THE TEAM SPACE IS YOURS

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THE SUPPORTING PROCESS.

THE DESIGN THINKING APPROACH

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SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360°

RESEARCH

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CURIOSITY & WILLINGNESS TO LEARN.

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BE A CHILD.

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FAILURES ARE ALLOWED and a great opportunity to learn.

focus of the solution

quick research to validate

shift the project focus if necessary

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plan the project, based on the phases

of the Design Thinking approach

SCOPING

What are you trying to achieve?

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360° RESEARCH go out of the building.

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360° RESEARCH

Research, discover, explore and capture

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Find key insights

Find the real expert

Gain empathy for the users

Understand stakeholders

Gather market information

Research analogous situations

Research adjacent situations

Do field research to understand users

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360° RESEARCH

Understand stakeholders Understand their expectations and

motivations

map out their relationships to each

other and to the project goals.

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360° RESEARCH

Is the market big enough?

What will be your unique selling

proposition?

Your competitive advantage?

Gather market information

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Consider analysts and thought

leaders

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360° RESEARCH

with the people for whom you are

designing

Do field research to understand users Here are some methods and tools to choose:

Interviews and in context observations:

to get answers to specific questions

Ethnographic studies: great to collect

data on peoples’ culture and contexts

Make tools: great for collective

creativity

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FIELD RESEARCH

How you ask matters

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Leading questions are ineffective.

Open-ended questions ‘what’, ‘why’,

‘how’, ‘when’, ‘where’, ‘who’ provide

insights.

Example Questions:

What do you use to purchase your tickets?

How do you know which bus or train to

take?

Can you describe step by step how you

reach your goal?

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FIELD RESEARCH

Body language, listening, observation

Show visible signs of empathy.

Observe the users:

Do they look confused, nervous,

delighted?

Let them finish their thought.

Collect artifacts

What is the artifact and who uses it?

Who creates it and who receives it?

How is it used, reused, misused?

Why do they use it this way?

What to do when you are with your end users

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FIELD RESEARCH

If you return early, do not try to connect the dots and do not

jump to conclusions, yet.

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SYNTHESIS Understand & gain insights

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SYNTHESIS

Understand and gain insights Part one

Storytelling

Capturing key points

Identifying user roles

Clustering and prioritization

Part two

Looking at the needs and motivations

Creating personas/a POV

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SYNTHESIS

Storytelling

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Make a list of users you saw

Describe what you heard and observed

Try not to (mis)interpret or judge and

indicate if you make an assumption

As the audience, try to note down all

important details on post-its

Be visual

Put one statement per post-it and

articulate the statements clearly so that

they are understandable without other

context.

Use one color per user to have a

reference.

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THE ART OF STRUCTURING YOUR INSIGHTS.

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THE ART OF STRUCTURING YOUR INSIGHTS.

SYNTHESIS

Creating personas Personas are fictional characters created to

represent user types.

They are useful in considering the goals,

desires, and limitations of the users to help

to guide design decisions.

Personas put a personal human face on

otherwise abstract data about customers

Your persona description might include:

name and picture

demographics like age, education

needs and tasks

goals and aspirations

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SYNTHESIS

Coming up with a POV POV = User + Need + Insight

The Point of View is one sentence that

creates an image in your mind. Based on

an understanding of a user group and an

insight into a specific need, it narrows the

focus and makes the problem specific.

Template:

[Attributed user] needs (to) [Position]

because [Insight]

Example:

The Department Supervisor needs time with

customers, since knowing who they are

enables her to optimize her ordering plan.

Point of View

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IDEATION find ideas & go for quantity.

The goal is to generate as many ideas as

possible

At this point the team starts to imagine

possibilities

Do not check for feasibility and viability at

the beginning of ideation, this is done later

during prioritization

IDEATION

Ideation is about brainstorming ideas

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Creating Choices

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Validate and validate your ideas.

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VALIDATION & ITERATION

Take your idea, re-visit end users

and take them through a scenario that

shows how to reach the goal with the

new solution.

Listen carefully to what they say.

Create a storyline to show how a user

employs the solution to reach the goal

Capture and later synthesize all feedback

Ideate how the feedback can be worked

into the next iteration of your solution

Get feedback from end users

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PROTOTYPE make ideas tangible.

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PROTOTYPING

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Fail early, fail often A first or preliminary model of something.

Prototypes may show what something looks or

feels like, or how it operates.

Prototypes make things tangible.

It is made to test other peoples’ reaction, and to

help you learn and gain insights into what your

ideas mean to the people you are designing for.

The better it looks, the more narrow the

feedback.

Failure is simply part of understanding

and improving.

Different types of prototyping.

PROTOTYPING

Storyboards

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Visualize your solution

make it tangible by sketching it out

Storyboards help viewers to share the

holistic experience a user of a product

or service might go through.

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PROTOTYPING

Low fidelity Mockups

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Demonstrate Functionality,

(Look)&Feel of your Solution

Compose low fidelity mockups by

using traditional material.

Don‘t try to be too perfect. “Key

functionality and screen flow is key,

rather than finalized screenshots.“

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CONSTRUCTIVE FEEDBACK CULTURE.

THANK YOU Eindhoven

Now you are all

”Infused with Design Thinking”

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