Design Thinking Introduction & Workshop - NoVA UX

Copyright © 2012-2013 Brilliant Experience

Design Thinking Introduction & WorkshopJohn WhalenCEO, Brilliant ExperienceVP, UXPA-DC

@johnwhalen

Kit UngerDirector UXThree Pillar Global

@kitunger

Thursday, September 12, 13


Meet Brilliant Experience

User Insights Strategy & Ideation User Experience



Agenda‣ Introduction to Design Thinking

‣ Introduce Problem

‣ Create Solution using Design Thinking



How do we “cross the chasm”?

User InsightsGreat Experience,

Successful Product

InsertMagicalProcessHere


Not recommended


Hard to find


Try this



To help you understand what “this” is, let’s play ‘Name that Methodology’



User Stories

1

Design & Develop

2

Feedback

3



User Stories

1

Design & Develop

2

Feedback

3

Agile



Agile



Build

1

Measure

2

Learn

3



Build

1

Measure

2

Learn

3

Lean

Startup



Lean Startup



1 2 3 4

Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test



Empathize with the audience you are designing for.

Brainstorm possible designs

Build a representation of one or more of your ideas

PrototypeIdeateResearch

Test your ideas for feedback

Test

Design

Thinking

1 2 3 4



Design Thinking



Design ThinkingCheck out IDEO, or as we like to say:

“Brilliant Experience of the west”

A couple books by IDEO founders:



Let’s talk Design Thinking!



Design Thinking looking for perfect balance of...


aka...



Let’s learn the methodology



Understand the needs of your audience

‣ Who are the audience?

‣ What do they say?

‣ What do they do?

‣ What insights did you learn about what the problem really is?



What do they say? do? think?

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur!



Frame the problem

‣ What are the users really trying to solve?

‣ What roadblocks do they have?

‣ What opportunities might there be for creative solutions?



Frame the problem

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur!

Stakeholder

needs to:

because

_____________________

_____________________

_____________________[insight]



Generate the range of solutions

‣ Come up with as many solutions as possible

‣ Don’t be constrained by “well we can’t do that because...” thinking

‣ Be open to all ideas

‣ Looking for quality and quantity (thorough exploration of problem space)



Generate the range of solutions



2 Minute Challenge...



Share your solution

‣ Communicate the core elements of your solution to others

‣ Simple, fast, low-cost creative expression

‣ Learn through design & testing



Share your solution



Rapidly Iterate Design

Rapidly iterate (all of this in a week), but share/test with stakeholders, potential users, etc.



Learn through prototyping

‣ Quickly test your solution with user, whoever!

‣ Idea to learn through building and learn from responses, and building process

‣ Gradually increase fidelity



Learn through prototyping



Problem Statement:



Meet the Lemieux’s



Meet the TSA



Lemieux’s + TSA



Lemieux’s + TSA

Problem:Make it easier for a family to get through U.S. airport security, assuming the TSA needs to maintain a similar version of current security procedures.

Client:IDEO has been contracted by the TSA to help them improve customer satisfaction with airport security across our nation’s airports. IDEO is bringing on additional talent – that’s you! – to help them with this project.

Persona: Family of five; Michel (a French photographer with equipment and laptop; English is second language) and Caroline (designer with laptop) have three children: Gregory (6), Marcia (3) and Genevieve (6 months). They are traveling together from the U.S. to Nice, France to see Michel’s parents who want to meet the new baby.

For the purposes of this exercise, your team can choose any part of the problem of getting Michel and Caroline’s family through security more easily.



Challenge:

Use design thinking to figure out how to make it easier to get a family through security.



Lemieux’s + TSA

Problem Statements to tackle:1. Travelers without a full command of the English language need a way to

communicate quickly with TSA agents because the security process requires a lot of following instructions and without an understanding causes delays.

2. Young kids going through the metal detectors need to feel comfortable because they’re scared, and it causes delays for their parents and other travelers.

3. Travelers carrying expensive and important equipment need to feel that their belongings remain safe going through the scanners because these are important to them and they don’t really know what happens inside the scanners.

4. People with medical conditions need to be able to go through the security process like anyone else because the current metal scanners are sensitive to medical implants and it’s unclear what to do in these situations.

5. Travelers carrying a lot of items such as bags, coats, kids toys need to be able to take all of these items through security check fast and easily because it



Teams in action





















The Winning Design...

”Mount Doom” by Team Pinkos



Winners: “Mount Doom”



Winners: “Mount Doom”



Congratulations Team Pinkos!


Thank you!

User Research Strategy User Experience

BrilliantExperience.comThursday, September 12, 13