Design Thinking: Beyond the Bounds of Your Own Head

  • View
    14.143

  • Download
    15

Embed Size (px)

DESCRIPTION

This talk was co-written by Will Evans and myself. It covers some basics of Design Thinking as it pertains to externalization of ideas through empathy, problem framing, ideation, and prototyping.

Text of Design Thinking: Beyond the Bounds of Your Own Head

  • WHO ARE WE? THOMAS WENDT WILL EVANS UX Strategist Managing Director Surrounding Signiers TLC Labs thomas@srsg.co @thomas_wendt will@tlclabs.co @semanticwill #NYinnovates
  • LETS START WITH AN EXERCISE
  • WHICH IS TIMEBOXED
  • CHARACTER SKETCH
  • What is Design Thinking?
  • Everyone can and does design. We all design when we plan for something new to happen, whether that might be a new version of a recipe, a new arrangement of the living room furniture, or a new layout of a personal web page. The evidence from dierent cultures around the world, and from designs created by children as well as by adults, suggests that everyone is capable of designing. So design thinking is something inherent within human cognition; it is a key part of what makes us human. Nigel Cross
  • Design is now too important to be left to designers. Tim Brown
  • ANOTHER DEFINITION An approach to solving problems by understanding peoples needs and synthesizing insights to solve those needs in context.
  • DESIGN THINKING PREMISE Only through contact, observation, and empathy with customers can you hope to design solutions to t their needs.
  • AS OPPOSED TO? We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X?
  • THREE OVERLAPPING CONSTRAINTS
  • WHERE IS DESIGN INNOVATION?
  • IDEOS DESIGN PROCESS
  • Insight about customer behavior and work patterns were never discovered sitting at your desk. *
  • Research, when done well, creates a deep sense of empathy for others. *
  • Understanding context involves being-there. *
  • You are not the user. *
  • 4 ELEMENTS OF DESIGN THINKING We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? Empathy through research Framing the problem Generative ideation Prototyping & validation
  • 4 ELEMENTS OF DESIGN THINKING We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? Empathy through research Framing the problem Generative ideation Prototyping & validation
  • BASICS OF CUSTOMER RESEARCH
  • THEORY AND PRACTICE Theory Practice Thought Disengaged Frivolous Virtual Action Invested Productive Real
  • THEORY AND PRACTICE Praxis Process by which theory, lesson, or skill is enacted, practiced, embodied, or realized.
  • THEORY AND PRACTICE Apart from inquiry, apart from the praxis, individuals cannot be truly human. Knowledge emerges only through invention and re-invention, through the restless, impatient, continuing, hopeful inquiry human beings pursue in the world, with the world, and with each other. Paulo Freire
  • SYMPATHY syn - together pathos - feeling 1. harmony of or agreement in feeling, as between persons or on the part of one person with respect to another. 2. the harmony of feeling naturally existing between persons of like tastes or opinion or of congenial dispositions. 3. the fact or power of sharing the feelings of another, especially in sorrow or trouble; fellow feeling, compassion, or commiseration.
  • EMPATHY en - in pathos - feeling 1. the intellectual identication with or vicarious experiencing of the feelings, thoughts, or attitudes of another.
  • In the absence of direct experience, vicarious identication becomes our substitute.
  • Our real goal, then, is not so much fullling manifest needs by creating a speedier printer or a more ergonomic keyboard; thats the job of designers. It is helping people to articulate the latent needs they may not even know they have, and this is the challenge of design thinkers. Tim Brown
  • To understand a hammer, for example, does not mean to know that hammers have such and such properties and that they are used for certain purposesor that in order to hammer one follows a certain procedure, i.e., understanding a hammer at its most primordial sense means knowing how to hammer. Hubert Dreyfus
  • Customer Research HOW MUCH RESEARCH? People Insights Lot s
  • A RESEARCH HEURISTIC 12 People Insights Lot s
  • UX RESEARCH/EMOTION CURVE
  • Malkovich Bias The tendency to believe that everyone uses technology the same way you do. - Andres Glusman
  • ETHNOGRAPHY Literally writing culture Ethnography is: 1. The process of deep hanging out. 2. The richest research method we have. 3. Something you should be doing all the time.
  • Ethnography Allows Us To
  • 1. Discover the semantics of living
  • 2. Decode signiers of cultural practice
  • 3. Understand the language people use.
  • CONTEXT
  • Keys To Good Ethnography
  • Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people supercially. This isnt about booty calls, this is about relationships.
  • Holistically study peoples behaviors and experiences in daily life. You wont nd this in a lab, focus group, or 5 minute interview on the street.
  • Learn to ask probing, open questions, gathering as much data as possible to inform your understanding.
  • Practice active seeing, and active listening. Record every minutiae of daily existence, and encode on post-its.
  • Use collaborative sense-making activities like cynen and anity diagramming to understand and formulate a narrative of experience.
  • Map the stories and insights back to the original customer hypothesis and problem hypothesis. Did it validate or invalidate your hypotheses?
  • 4 ELEMENTS OF DESIGN THINKING We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? Empathy through research Framing the problem Generative ideation Prototyping & validation
  • How do we make sense of the world so that we can act in it? FRAMING AND SENSEMAKING
  • ON FRAMING A frame is, simplistically, a point of view; often, and particularly in technical situations, this point of view is deemed irrelevant or biasing because it implicitly references a non-objective way of considering a situation or idea. But a frame while certainly subjective and often biasing is of critical use to the designer, as it is something that is shaped over the long-term aggregation of thoughts and experiences. Jon Kolko
  • FRAMING THROUGH VISUALIZATION By taking the data out of the cognitive realm (the head), removing it from the digital realm (the computer), and making it tangible in the physical realm in one cohesive visual structure (the wall), the designer is freed of the natura