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Design Thinking for ContentAndrea Ames (@aames)#LavaCon
About Andrea
Technical communicator since 1983
Areas of expertise:Content experience design: strategy, architecture, and interaction designArchitecture, design, and development of product-embedded assistance Information and product usabilityUser-centered process for content development and experience design
Senior Technical Staff Member and chief content strategist for Integrated Content (IC) Center of Excellence (CoE), IBM Digital Business Group
University of CA Extension program chair and instructorSTC Fellow, past president, former member of Board of DirectorsACM Distinguished Engineer
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Workshop agenda
Design Thinking
Exercise context
Empathize-Define (aka “Understand”)Ideate
Prototype
Wrap-up/Q&A
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Design Thinking
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Wikipedia says…
Design thinking is a methodology not exclusive (sic) for designers, that helps people understand and develop creative ways to solve an (sic) specific issue, generally business oriented.
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The secret sauce (IMO)
Divergenceto ensure that many solutions are initially explored
Convergenceto narrow down to a single solution
“Design thinking encourages divergent thinking to ideate many solutions (possible or impossible)
and then uses convergent thinking to prefer and realize the best resolution.”
– wikipedia
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Not just for “design”
Lamoine Comprehensive Planning Committee community meeting
IBM integrated contentUCSC Extension in Silicon Valley IA & Design course projects
The list goes on…
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What
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As-is experienceEmpathy mapAs-is scenario map
BrainstormPrioritize
To-be scenario mapLow-fi prototypeRequirementsRoadmapping
User test
Stanford’s process depictionSome of the methods you can use – the ones I’ve found to be most useful
WhoImage by StockUnlimited
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Cross-functionalIdeally, PM, Marketing, Design, Content, Dev, Support
Tools
Room with clear, flat walls
Flip charts (preferably sticky)
Sticky notes
Colored dots (at least 2 colors)
Virtual?Document camera (e.g., Ziggi)Mural.lyPost-it Plus (iOS)
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Empathize-DefineAka “Understand”
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Empathy map
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Empathy map
Quick
Multiple user dimensions (more than role)
Leverage your advocacy role
Consider hopes, fears, and challenges
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As-is scenario map
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As-is scenario map
Visual representation of user workflowMakes explicit the team’s knowledge Exposes gaps and what needs further researchIdentify pain points and biggest opportunities for improvementInput to requirementsConsider…
“extra” stepspoints of inefficiency (doing)pain points (feeling)points of confusion (thinking)
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Ideate
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Ideation
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Ideation
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Brainstorming
Ideas – broad, conceptual, focused on user needs
NOT features – discreet, tacticalBIG ideas, not small ones
Prioritize
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Prioritize
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Which BIG idea is most important and feasible for the given time frame and project scope?
Prototype
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To-be scenario mapImage from ibm.com
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To-be scenario map
Visual representation of user workflowMakes explicit the team’s knowledge Exposes gaps and what needs further researchIdentify pain points and biggest opportunities for improvementInput to requirementsConsider…
“extra” stepspoints of inefficiency (doing)pain points (feeling)points of confusion (thinking)
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Story-boardfromibm.com
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Story-boarding
Create a seamless, comic-book like story
Beginning, middle, end
Focus on the userNOT on screens
Be ready to tell your story to someone else
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ResourcesIBM Design Thinking
Stanford University Institute of Design
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QuestionsImage by StockUnlimited
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Follow/ contact Andrea@aamesImage by StockUnlimited
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