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From insight to idea, to implementation Design Thinking & Lean UX

Design Thinking and Lean UX

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Page 1: Design Thinking and Lean UX

From insight to idea, to implementation

Design Thinking & Lean UX

Page 2: Design Thinking and Lean UX

Grew up acting, dancing & painting. Studied business &

visual communication.

Desperately needed to escape the midwest, USA and find my roots

back in Norway.

Start working as a graphic designer in 2005, and move to

Norway in 2006.

Spend the first 7 years designing from the brief,

and the next 4 years forming it.

Page 3: Design Thinking and Lean UX

What is Design Thinking?

Page 4: Design Thinking and Lean UX

In short, design thinking converts needs into demand.

It’s a human-centered approach to problem solving that helps people and organizations become more innovative and creative.

—Tim Brown, CEO IDEO

www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99

Page 5: Design Thinking and Lean UX

Illustration: Linda Halvorsen, BEKK

Page 6: Design Thinking and Lean UX

“If I had asked people what they wanted, they would have said faster horses.”

― Henry Ford

Page 7: Design Thinking and Lean UX

Improve the current product or . . .

prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg

Page 8: Design Thinking and Lean UX

Make the right product!

engadget.com/2015/06/30/apple-music-uk-explainer/

Page 9: Design Thinking and Lean UX

Human-centered

Co-creative

Holistic

Empathetic

Iterative

Daring

Innovative

7CHARACTERISTICS

Page 10: Design Thinking and Lean UX

DESIRABLE (human)

FEASABLE (technical)

VIABLE (business)

VALUE-DRIVEN SERVICES

Page 11: Design Thinking and Lean UX

FIRST STEP: GAIN INSIGHT

Page 12: Design Thinking and Lean UX

“Insight & analysis is half information and half inspiration.”

- Linda Halvorsen, BEKK

Page 13: Design Thinking and Lean UX

The prepared mind comes from insight

"After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is

a catalyst — a chance observation—which triggers the insights that build on each other. In this

mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at

the same time so that they can be combined in novel ways. When the combination happens, there

is a sequence of insights and then the Aha! experience of discovery."

- Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.

Page 14: Design Thinking and Lean UX

EMPATHY We need to put ourselves in other people’s shoes. Truly understand

their needs and motivations.

Page 15: Design Thinking and Lean UX

Book: This is Service Design Thinking

Page 16: Design Thinking and Lean UX

SupportProduct

DevelopmentMarketing

Strategy

Design Thinking = Co-creation

Design

Consumer needs

Page 17: Design Thinking and Lean UX

Design Thinking in practice

Experiences from Posten Norge

Page 18: Design Thinking and Lean UX
Page 19: Design Thinking and Lean UX

175 838

62 430

31 733

111 736

136 961

01.01.12 01.01.13 01.01.14 01.01.15 26.06.15

Registrations per year: private sector

Marketing campaigns

Letter sent to residents in Norway

Public Sector joins Digipost

App-redesign

Improved registration

Redesign digipost.no

UX FOKUS UX FOCUS

Page 20: Design Thinking and Lean UX
Page 21: Design Thinking and Lean UX
Page 22: Design Thinking and Lean UX
Page 23: Design Thinking and Lean UX

THE CHALLENGE:

How do we create a two-way communication system that puts our consumers in the drivers seat?

Page 24: Design Thinking and Lean UX

IMPACT MAPPING

Why are we doing this = business goals.

Who will be impacted by it = actors.

What are the actor’s needs = impact.

What are the features that meet these needs = deliverables.

Page 25: Design Thinking and Lean UX

Business goal

WHY: S.M.A.R.T. goals

Actor

Actor

WHO:Primary actors

Secondary actors

“Off-stage” actors

Deliverable

Deliverable

Deliverable

Deliverable

Deliverable

Deliverable

WHAT:

High level

deliverables

(Epics)

Impact

Impact

Impact

Impact

HOW:

What an actor wishes to accomplish

Page 26: Design Thinking and Lean UX

Business goal

Digitalize papir mail and increase digital communication.

Actor

Doctor Private practice Small business

Impact

Simple, secure and effective communication with my clients.

Deliverable

An interface that allows me to compose dynamic letters that can be filled out by the recipient.

Page 27: Design Thinking and Lean UX
Page 28: Design Thinking and Lean UX

This is where Lean UX comes into the equation.

Page 29: Design Thinking and Lean UX

http://asinthecity.com/2011/11/04/the-recipe-for-agile-ux-success/

Page 30: Design Thinking and Lean UX

Think Make Check

THE LEAN UX DESIGN PROCESS

Iterate

Page 31: Design Thinking and Lean UX

FORSTÅELSE

TESTE

LØSNINGSFORSLAG

EGENSKAPER

SKAPE

LÆRE

Think

Make

Check

Page 32: Design Thinking and Lean UX

60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used.

http://www.leanstartupcircle.com/links/128

Page 33: Design Thinking and Lean UX

USER CENTERED HYPOTHISES TESTING

I have an idea!

Ah, this is how they experience

it!

Page 34: Design Thinking and Lean UX

ASSUMPTION

HYPOTHESIS

EXPERIMENT

PROOF

Our consumers need this feature

We assume people need this because . . .

Design and test

Results: Value +/-

Page 35: Design Thinking and Lean UX

MVP: Minimum Viable Product

A product built from the smallest set of features that delivers customer value.

http://www.leanstartupcircle.com/links/128

Lovable

Page 36: Design Thinking and Lean UX

EMOTIONAL

INTUITIVE USEFUL

DESIRABLE!

Page 37: Design Thinking and Lean UX

http://www.leanstartupcircle.com/links/128

Story mapping

Primary goal: Create a two-way communication channel for sending and receiving sensitive information.

Login Compose Step 3 Step 4

Page 38: Design Thinking and Lean UX

Epic = high level user story aka the voice of the human using your product

Who

+

The task

+

The value

Page 39: Design Thinking and Lean UX

Epic

High level user story

Who: A doctor or small business owner

Compose a dynamic letter so that it can be

filled out by the recipient.

User stories

when you break

down the epic

Can write and stylize text

Can create a customized dynamic form module

Can upload their contacts

Can get a confirmation that the letter is sent

Page 40: Design Thinking and Lean UX

Product Backlog

Ready to pull

Prioritized

user stories

Epic

User story

Technical task

Bug

DoingAnalysis Test Launch

Page 41: Design Thinking and Lean UX

Design Thinking Lean UX Agile

Dir

ect

ion

Co

nce

pt

DESIGN THINKING/ LEAN UX ROADMAP

Clear needs

Research Observation

Prioritize insight

Brainstorm concepts

Hypothesis

EXPERIMENT & ANALYSE

LEARN BUILD

MEASURE

Page 42: Design Thinking and Lean UX

Done is never done. Just launch.

Page 43: Design Thinking and Lean UX

Then improve through feedback.

Page 44: Design Thinking and Lean UX

0 3 6 9 12 0 %

25 %

50 %

75 %

100 %

Test participants

Us

ab

ilit

y p

rob

lem

s f

ou

nd

5 tests lets you find almost as

many problems as you will find

using more test participants.

Source: Nielson Norman Group

http://thenextweb.com/creativity/2015/04/27/user-testing-explained/

Page 45: Design Thinking and Lean UX

User Tests

Test

Guerilla Testing

Page 46: Design Thinking and Lean UX

Interviews

Page 47: Design Thinking and Lean UX

Surveys & Beta testing

Page 48: Design Thinking and Lean UX

Analytics, Event Tracking & A/B testing

Page 49: Design Thinking and Lean UX

Retrospective and reflection

Page 50: Design Thinking and Lean UX

Hangouts for Entrepreneurs: Lean Startup Meets Design Thinking in 10 Minutes

Page 51: Design Thinking and Lean UX

To conclude . . .

Page 52: Design Thinking and Lean UX

UNSEEN

SEEN

Page 53: Design Thinking and Lean UX

Design thinking is about creating a VOICE that communicates needs loud and clear,

so that CHANGE can happen.

— Lillian Ayla Ersoy

Practice Lead Insight & Analysis, BEKK

Page 54: Design Thinking and Lean UX

LEAN UX is about testing your service early, so that you discover failures and achieve SUCCESS.

— Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK

Page 55: Design Thinking and Lean UX

Ask yourself, is the brief I am working on, the real problem we need to be solving?

Should we be making the product right or making the right product?

Page 56: Design Thinking and Lean UX

Thanks! Tweets @lillaylaux

slideshare.com/lillayla