Design Thinking Awareness

An Introduction to Design Thinking.Design Thinking Awareness WorkshopFrédéric Vanborre

© 2014 SAP AG. All rights reserved. 2© SAP 2012 | 2© SAP 2014 | 2

• Pas d’ordinateur• Pas de telephone• Etre à l’heure• Pas de jugements négatifs sur les idées des autres participants• Une personne à la fois prend la parole• Pensez aux employés qui travaillent à coté: ne pas crier!

© 2014 SAP AG. All rights reserved. 3© SAP 2012 | 3© SAP 2014 | 3WHAT IS INNOVATION?

© 2014 SAP AG. All rights reserved. 4© SAP 2012 | 4© SAP 2014 | 4HOW TO ACHIEVE INNOVATION?

ViabilityFeasibility

Desirability

Sweet spot(aka Innovation)

Social sciences, artists

Business know-how, etc. Technical skills

Approach from this dimension

© 2014 SAP AG. All rights reserved. 5© SAP 2012 | 5

CHALLENGE:

RE-DESIGN THE WALLET EXPERIENCE.

© SAP 2012 | 5


CHALLENGE- Part 1:

© SAP 2012 | 6

Work alone

• Design and sketch « the perfect wallet »

• You have 5 minutes !


DESIGN THINKING means…

…creating INNOVATION by combining diverse PEOPLE, creative SPACE and an

iterative APPROACH.

© SAP 2014 | 7

© 2014 SAP AG. All rights reserved. 8© SAP 2012 | 8“Ingredients” for Design Thinking

Approach

Space

People

Innovation

DESIGN THINKING

© SAP 2014 | 8


IT`S ALL ABOUT PEOPLE.© SAP 2014 | 9


IT’S ABOUT SPACE.© SAP 2014 | 10


IT`S ABOUT THE APPROACH.© SAP 2014 | 11© SAP 2014 | 11

© 2014 SAP AG. All rights reserved. 12© SAP 2014 | 12THE DESIGN THINKING STEPS.

UNDERSTAND

OBSERVE

DEFINE

POINT-OF-VIEW

PROTOTYPE

TESTIDEATE

© SAP 2014 | 12


Address the right question …and create the right solution

THINK LIKE DESIGNERS TO SOLVE THE PROBLEM AS A TEAM

PROBLEM SPACE

(address the right question)

SOLUTION SPACE

(Create the right solution)

© SAP 2014 | 13

© 2014 SAP AG. All rights reserved. 14© SAP 2012 | 14© SAP 2014 | 14TIMEBOXING.

© 2014 SAP AG. All rights reserved. 15© SAP 2014 | 15INPUT 1 – PROBLEM SPACE.

UNDERSTAND

OBSERVE

DEFINE

POINT-OF-VIEW

IDEATE

PROTOTYPE

TEST

© SAP 2014 | 15

© 2014 SAP AG. All rights reserved. 16© SAP 2012 | 16© SAP 2014 | 16UNDERSTAND.

“Building something nobody wants is the ultimate form of waste.” – Eric Ries

© SAP 2014 | 17UNDERSTAND.


DEFINE FOCUS OF SOLUTION.

QUICK RESEARCH TO VERIFY.

SHIFT THE PROJECT FOCUS IF NECESSARY.

CREATE A PROJECT PLAN.

PLAN AND PREPARE YOUR RESARCH.

How to (re-)define project scope and plan?


Rephrase & Identify where to learn – 4 mm each

1. Find a partner

2. Re-phrase the problem statement

e.g. find better ways to carry cash, IDs & credit cards

3. Identify areas where you need to learn and understand

whom am I designing for?

How does the current solution look like?

What is good? Pain points? …

Interview – 5 mn each

1. Ask your partner about his/her perfect wallet

2. Ask open questions (5 « Why »)

3. Note down your insights on post its

© SAP 2014 | 19

CHALLENGE- Part 2:

© 2014 SAP AG. All rights reserved. 20© SAP 2012 | 20© SAP 2014 | 20OBSERVE.

“There Are No Facts Inside Your Building, So Get Outside.” – Steve Blank

© SAP 2014 | 21

© 2014 SAP AG. All rights reserved. 22© SAP 2012 | 22© SAP 2014 | 22OBSERVE – Try to dive into your users’ problem space…



HOW TO RESEARCH, DISCOVER, EXPLORE AND CAPTURE?© SAP 2014 | 23



THE BASIC PRINCIPLE: EMPATHY.© SAP 2014 | 24

DO

SAY

THINK

FEEL

say = do = think = feel



THE BASIC PRINCIPLE: EMPATHY.

I am

confused!

I run my own

reports

Excel

Pivot

Table

Do I do my job right?

Strange, the

numbers don’t add

up?!

say = do = think = feel

© SAP 2014 | 25

© 2014 SAP AG. All rights reserved. 26CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 26


TRY AND DO WATCH AND OBSERVEASK AND LISTEN

DIFFERENT METHODS OF OBSERVATION TO GET EMPATHY.© SAP 2014 | 26

© 2014 SAP AG. All rights reserved. 27© SAP 2014 | 27© SAP 2014 | 27ASK AND LISTEN.

ASK OPEN-ENDED QUESTIONS.

ASK 5 TIMES WHY?

BE AWARE OF THE BODY-LANGUAGE.

TRY TO LISTEN (20-80).

BE CURIOUS AND SHOW REAL INTEREST.

TAKE PHOTOS. MAKE NOTES. COLLECT ARTIFACTS. WRITE DOWN YOUR IMPRESSIONS. PAIR UP FOR INTERVIEWS. SAY THANK YOU IN THE END.

© 2014 SAP AG. All rights reserved. 28© SAP 2014 | 28© SAP 2014 | 28WATCH AND OBSERVE.

LOOK FOR DETAILS.

TRY TO CAPTURE THE ATMOSPHERE.

BE CURIOUS. TALK TO PEOPLE.

TAKE PHOTOS. MAKE NOTES.

SPECULATE: WHAT IF … ?

BUY THINGS. DO THINGS.

COLLECT ARTIFACTS.

WRITE DOWN YOUR IMPRESSIONS.

BE POLITE ALL THE TIME. DO NOT DISTURB.

ACT AS A GUEST.

© 2014 SAP AG. All rights reserved. 29© SAP 2014 | 29© SAP 2014 | 29TRY AND DO.

TRY TO BE EMPHATIC.

TRY TO SEE THROUGH THE EYES OF YOUR USER.

DEFINE YOUR TASK AND WORK ON IT –

REALISTICALLY.

STATE YOUR IMPRESSIONS

MENTION ALL THE ENABLERS AND THE

CONSTRAINTS.

LET SOMEBODY ELSE TAKE PHOTOS AND NOTES.

TAKE IT SERIOUS AND DO NO SLAPSTICK.


CHALLENGE- Part 3:

© SAP 2014 | 30

1. Interview – 5 mn each

Go deeper (emotions) – Find out more about your partner

Forget about the wallet – Dig for specific stories (concentrate on your partner

feelings and emotions)

2. Summarize your insights on Post-its - 5 mn each

3. Story Telling– 5 mn each

• Create the story telling of your partner on post-its

© 2014 SAP AG. All rights reserved. 31© SAP 2012 | 31© SAP 2014 | 31DEFINE POINT-OF-VIEW.

© 2014 SAP AG. All rights reserved. 32© SAP 2014 | 32DEFINE POINT OF VIEW STEP 1: Storytelling © SAP 2014 | 32

© 2014 SAP AG. All rights reserved. 33© SAP 2012 | 33DEFINE POINT OF VIEW STEP 2: Clustering © SAP 2014 | 33

© 2014 SAP AG. All rights reserved. 34© SAP 2012 | 34COLOR CODING helps to link insights to users. © SAP 2014 | 34


CHALLENGE- Part 4:

© SAP 2014 | 35

Clustering– 10 mn

Cluster your insights

Add ideas over ideas



SYNTHESIS The art of structuring your insights.

1. STORYTELLING 2. CLUSTERING

3. CREATE A PERSONA

EXPERIMENT WITH

DIFFERENT FRAMEWORKS

4. DEFINE

POINT-OF-VIEW

© SAP 2014 | 36

© 2014 SAP AG. All rights reserved. 37© SAP 2014 | 37CREATING PERSONAS.

© SAP 2014 | 37



WHAT IS A POINT-OF-VIEW?© SAP 2014 | 38

© 2014 SAP AG. All rights reserved. 39© SAP 2012 | 39© SAP 2014 | 39DEFINE POINT-OF-VIEW.

POV = USER + NEED + INSIGHTTHE 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.

© 2014 SAP AG. All rights reserved. 40CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 40© 2012 SAP AG. All rights reserved. 40

Likes• New challenges

(and go to the next one as soon as the idea works out)

• Freunde treffen / ausgehen

Dislikes• Large companies

„I can understand that other SEs prefer to work on their own ideas only.“

„I would never work in a large company again.“

40© 2012 SAP AG. All rights reserved.© SAP 2014 | 40

Typical day

Motivation & Insights• Earn money but do something good• Internship in large company in Namibia; experiencde the painfully slow

processes and go to see the suffering of people there


CHALLENGE- Part 5:

© SAP 2014 | 41

Articulate your current Point Of View – 20 mm:

1. Create a persona that you are designing for

2. Identify possible needs/things your persona is trying to do

3. Ways your persona wants to feel ( insight/meaning)


© 2014 SAP AG. All rights reserved. 43© SAP 2014 | 43INPUT 2 – SOLUTION SPACE.

UNDERSTAND

OBSERVE

DEFINE

POINT-OF-VIEW

IDEATE

PROTOTYPE

TEST

© SAP 2014 | 43

© 2014 SAP AG. All rights reserved. 44© SAP 2012 | 44© SAP 2014 | 44IDEATE.

© 2014 SAP AG. All rights reserved. 45© SAP 2012 | 45BRAINSTORMING RULES. © SAP 2014 | 45

© 2014 SAP AG. All rights reserved. 46© SAP 2012 | 46© SAP 2014 | 46IDEATE.


CHALLENGE- Part 6:

© SAP 2014 | 47

1/ Brainstorm potential solution ideas by team

2/ Select 2 RADICAL ideas to meet your users needs (persona)

3/ Choose the most promising idea ( you think)

You have 15 minutes

© 2014 SAP AG. All rights reserved. 48© SAP 2012 | 48© SAP 2014 | 48PROTOTYPE.

© SAP 2014 | 49

“DESIGN is not just what it

looks like and feels like. Design is how it works.” – Steve Jobs

© 2014 SAP AG. All rights reserved. 50© SAP 2012 | 50© SAP 2014 | 50PROTOTYPE.

© 2014 SAP AG. All rights reserved. 51CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 51

1. Physical

2. Paper (e.g. wireframes)

3. Storyboards

4. Acting

5. Dark Horse Prototype

6. Critical function prototype

7. Experience

8. Technical Prototypes (e.g. in software)

9. Pretotyping

TYPES OF PROTOTYPES. © SAP 2014 | 51


CHALLENGE- Part 7:

© SAP 2014 | 52

On your own:

• Generate your solution and BUILD your prototype

• You have 15 minutes

© 2014 SAP AG. All rights reserved. 53© SAP 2012 | 53© SAP 2014 | 53TEST.

© 2014 SAP AG. All rights reserved. 54© SAP 2012 | 54© SAP 2014 | 54TEST.


CHALLENGE- Part 8:

© SAP 2014 | 55

Test your prototype and capture feedback - 10 mm

© 2014 SAP AG. All rights reserved. 56© SAP 2012 | 56© SAP 2014 | 56IMPLEMENT.

© 2014 SAP AG. All rights reserved. 57© SAP 2014 | 57THERE’S NO INNOVATION WITHOUT IMPLEMENTATION.

© SAP 2014 | 57

© 2014 SAP AG. All rights reserved. 58CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 58IMPLEMENT.

CONCLUSION

© 2013 SAP AG. All rights reserved. 60

Design Thinking is a simple user centric agile methodology to foster SAP

innovation

Innovation is turning new ideas and concepts into something that will create

value. Value can be commercial, social or organizational.

There is no innovation without implementation

Design Thinking is part of the SAP strategy to delight our customers and

achieve our 2015 goals

CONCLUSION


I wish:

I like:

Feedbacks © SAP 2014 | 61



PLAY WITH FRAMEWORKS Different Frameworks can give different perspectives.

PROCESS MAP CIRCULARFLOORPLAN

2x2 MATRIXCONCEPT MAP VENN DIAGRAM

SCENARIO / EXPERIENCE MAP

GEOGRAPHIC MAP CAUSAL MAP

Data & Analytics

Design Thinking Awareness