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

Design Thinking & Lean UX

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From insight to idea, to implementation

Design Thinking & 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.

What is Design Thinking?

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

Illustration: Linda Halvorsen, BEKK

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

― Henry Ford

Improve the current product or . . .

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

Make the right product!

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

Human-centered

Co-creative

Holistic

Empathetic

Iterative

Daring

Innovative

7CHARACTERISTICS

DESIRABLE (human)

FEASABLE (technical)

VIABLE (business)

VALUE-DRIVEN SERVICES

FIRST STEP: GAIN INSIGHT

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

- Linda Halvorsen, BEKK

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.

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

their needs and motivations.

Book: This is Service Design Thinking

SupportProduct

DevelopmentMarketing

Strategy

Design Thinking = Co-creation

Design

Consumer needs

Design Thinking in practice

Experiences from Posten Norge

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

THE CHALLENGE:

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

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.

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

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.

This is where Lean UX comes into the equation.

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

Think Make Check

THE LEAN UX DESIGN PROCESS

Iterate

FORSTÅELSE

TESTE

LØSNINGSFORSLAG

EGENSKAPER

SKAPE

LÆRE

Think

Make

Check

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

USER CENTERED HYPOTHISES TESTING

I have an idea!

Ah, this is how they experience

it!

ASSUMPTION

HYPOTHESIS

EXPERIMENT

PROOF

Our consumers need this feature

We assume people need this because . . .

Design and test

Results: Value +/-

MVP: Minimum Viable Product

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

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

Lovable

EMOTIONAL

INTUITIVE USEFUL

DESIRABLE!

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

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

Who

+

The task

+

The value

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

Product Backlog

Ready to pull

Prioritized

user stories

Epic

User story

Technical task

Bug

DoingAnalysis Test Launch

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

Done is never done. Just launch.

Then improve through feedback.

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/

User Tests

Test

Guerilla Testing

Interviews

Surveys & Beta testing

Analytics, Event Tracking & A/B testing

Retrospective and reflection

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

To conclude . . .

UNSEEN

SEEN

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

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

— Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK

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?

Thanks! Tweets @lillaylaux

slideshare.com/lillayla