84
Intro to Design Thinking Social Entrepreneurship ASB January 25th, 2010 Mike Krieger

Intro to Design Thinking

Embed Size (px)

DESCRIPTION

Talk I gave at a Social Entrepreneurship class at Stanford.

Citation preview

Page 1: Intro to Design Thinking

Intro to Design Thinking

Social Entrepreneurship ASBJanuary 25th, 2010

Mike Krieger

Page 2: Intro to Design Thinking

Intro

Page 3: Intro to Design Thinking

a little about me

Page 4: Intro to Design Thinking

a little bit about you?

Page 5: Intro to Design Thinking

by the end of today...

- General design thinking framework

- Needfinding tips

- Whole-group activity

Page 6: Intro to Design Thinking

Design Thinking

What When How

Page 7: Intro to Design Thinking

a definition

- an approach to solving design problems by understanding users' needs and developing insights to solve those needs

Page 8: Intro to Design Thinking

- When taken to its fullest, as much a mindset as a process

Page 9: Intro to Design Thinking

and that mindset?

- Only through contact, observation & empathy with end-users can you hope to design solutions that fit into their environment

Page 10: Intro to Design Thinking

as opposed to?

- “We have this problem, let's jump in and get in a room and brainstorm solutions”

- “We have this technology, what can we use it for?”

- “Our competitors just launched X; how can we do X quickly?”

Page 11: Intro to Design Thinking

Design Thinking

What When How

Page 12: Intro to Design Thinking

when?

- Developing & deploying a solution to a problem presented in your organization, or on your own

Page 13: Intro to Design Thinking

or,

- Quickly come up to speed with a domain you’re unfamiliar with, or surprise yourself regarding a domain you already know

Page 14: Intro to Design Thinking

Design Thinking

What When How

Page 15: Intro to Design Thinking

the process

- different names for the steps, but same overall idea

Page 16: Intro to Design Thinking

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

in theory...

Page 17: Intro to Design Thinking

practically... Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 18: Intro to Design Thinking

another way of visualizing

Understand Observe Synthesize Ideate Prototype Iterate

timebreadt

h

Page 19: Intro to Design Thinking

understand

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 20: Intro to Design Thinking

goal

- Gain basic knowledge so you know the right questions to ask

Page 21: Intro to Design Thinking

methods

- Web research (but go beyond Google)

- Brief interviews for background

- Reach out to friends who may be connected/have information on domain

Page 22: Intro to Design Thinking

at the end of this step

- More questions than answers

- Know what’s come before in this space, and what the main open questions are

Page 23: Intro to Design Thinking

observe

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 24: Intro to Design Thinking

goal

- Gain empathy with your target users by talking and observing them

Page 25: Intro to Design Thinking

just ask them?

- Watch what they do, not what they say.

- “If I had asked people what they wanted, they would have said faster horses.” (Henry Ford...maybe)

Page 26: Intro to Design Thinking

as a designer...

- you need to understand your audience even better than they understand themselves

Page 27: Intro to Design Thinking

but...

- the only way you’ll get there is to develop a deep empathy for their habits, beliefs, quirks, workarounds...

Page 28: Intro to Design Thinking

the key word

Page 29: Intro to Design Thinking

Why?

Page 30: Intro to Design Thinking

when interviewing...

- Keep asking “why” until it’s unbearably awkward

- Then ask it a one or two more times

Page 31: Intro to Design Thinking

exampleA: I never leave the house without my phoneQ: Why’s that?A: oh, I’m worried that I’ll miss something fun by being out of touchQ: That’s interesting...why does that worry you so much?A: Well, my group of friends never plans anything, it’s all very last minute.Q: Oh, why do you think you all don’t plan much?A: I think it’s because it’s sort of uncool to be too on top of things...I keep two separate Google Calendars, one has my real appointments and the other one is mostly empty so it doesn’t look like I overplanQ.....etc

Page 32: Intro to Design Thinking

what are we looking for?

- Surprises!

- Test: is this interesting enough to tell a stranger on the train about?

Page 33: Intro to Design Thinking

back to example

- “This person I talked to never leaves the house without a phone” (not very surprising. Stranger on train yawns and looks away)

- “This person I talked to actually keeps two separate Google Calendars, one for herself that’s full of appointments and the other for her friends to think she’s laid back and doesn’t plan much” (way more interesting)

Page 34: Intro to Design Thinking

“but this person is boring!”

- Even less outgoing folks can profoundly surprise you when you get them talking about what they’re interested in

Page 35: Intro to Design Thinking

what’s enough?

- When you interview a new participant and you can anticipate their answers, even when they’re talking about detailed parts of what they do

Page 36: Intro to Design Thinking

not always interviewing

- Observation is powerful!

Page 37: Intro to Design Thinking

things to observe

- Quirky workarounds

Page 38: Intro to Design Thinking

thereifixedit.com

Page 39: Intro to Design Thinking

things to observe

- Quirky workarounds

- Behaviors that people do over and over again throughout the day

Page 40: Intro to Design Thinking

coffee shop

http://vimeo.com/8628195

Page 41: Intro to Design Thinking

things to observe

- Quirky workarounds

- Behaviors that people do over and over again throughout the day

- Dynamics & interactions between people

Page 42: Intro to Design Thinking

William Whyte observes NYC

http://vimeo.com/6821934

Page 43: Intro to Design Thinking

synthesize

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 44: Intro to Design Thinking

goal

- Come up with a point of view statement that will inform your prototyping

Page 45: Intro to Design Thinking

why?

- You can't design for everyone, and you can't fix every need you identified

- Instead, tightly focus on one

Page 46: Intro to Design Thinking

arriving a point of view

- POV statements can be thought of as:

user + need + insight

Page 47: Intro to Design Thinking

example

- from Neema Moraveji, Education PhD student at Stanford

Page 48: Intro to Design Thinking

users

- Children in classrooms in developing nations

Page 49: Intro to Design Thinking

need

- Often only a few computers for the whole classrooms, so students can’t all use one computer

Page 50: Intro to Design Thinking

insight

- By sharing one screen and allowing for multiple mice on that computer, all can play together

Page 51: Intro to Design Thinking
Page 52: Intro to Design Thinking
Page 53: Intro to Design Thinking

similarly...

- OLPC project

Page 54: Intro to Design Thinking

users

- Children in classrooms in developing nations

Page 55: Intro to Design Thinking

need

- Often only a few computers for the whole classrooms, so students can’t all use one computer

Page 56: Intro to Design Thinking

insight

- By reducing the cost of producing computers, we can increase access to them

Page 57: Intro to Design Thinking

impact

- your point of view should have an enormous impact on what you ultimately design

- but later discoveries might lead you to come back and revise your POV

Page 58: Intro to Design Thinking

Project H Design

- Non-profit group that uses design thinking to effect change

Page 59: Intro to Design Thinking

furniture for rural schools

Page 60: Intro to Design Thinking

furniture for rural schools

- user: students at rural schools in Mexico

- need: working furniture for students

- insight: there was a lot of old, broken furniture stored that could be re-used in new pieces

Page 61: Intro to Design Thinking

Unit T

Page 62: Intro to Design Thinking

Unit T- users: children at children’s hospital in

Mexico City

- need: to keep their belongings with them when they are transferred to the transplant unit; to have their parents with them while they wait

- insight: a folding cot, sterilizable containers, and a drawing surface can improve this waiting period

Page 63: Intro to Design Thinking

ideate

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 64: Intro to Design Thinking

goal

- based on your point of view, generate as many ideas as possible

Page 65: Intro to Design Thinking

activities

- Set yourself a time limit, and try to generate a minimum number of ideas (100 ideas in 60 minutes)

- Come together as a team after activity, & brainstorm together

Page 66: Intro to Design Thinking

prototype

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 67: Intro to Design Thinking

goal

- Make your ideas real & learn from peoples’ reactions to your prototype

Page 68: Intro to Design Thinking

on prototypes

- Two most important things:

- Rapid

- Focused

Page 69: Intro to Design Thinking

rapid & focused

- Every prototype should answer a question

- Examples

- What does it feel like to hold this object?

- What should the flow of screens be in an interactive prototype?

Page 70: Intro to Design Thinking

benefits of lo-fi

- Users look at a lo-fi prototype and see potential; they look at a hi-fi prototype and see problems

Page 71: Intro to Design Thinking

getting user feedback

- try to find proxy users if our ideal audience isn’t available

- introduce your prototype and any background on the current design problem

- come up with 2-3 tasks that you’d like them to perform with your prototype

Page 72: Intro to Design Thinking

i like, i wish

- One way of structuring feedback: ask users 2 things they liked about the prototype, and 1 thing they wish it did differently

Page 73: Intro to Design Thinking

iterate

Understand

Observe

Synthesize

Ideate

Prototype

Iterate

Page 74: Intro to Design Thinking

goal

- take insights gained from prototyping and revisit your assumptions; sometimes you might go all the way back to the Understand phase

Page 75: Intro to Design Thinking

design thinking & entrepreneurship

Page 76: Intro to Design Thinking

@ meebo

- at the time, 45 person company

- idea: guerilla design thinking

- introducing design process at startup

Page 77: Intro to Design Thinking

summary

- users: teenagers in Mountain View, Kansas City, and NYC

- goal: understand teenagers’ communication & mobile phone usage

- method: 30 user interviews & observations across 3 cities

Page 78: Intro to Design Thinking

how to communicate findings?

- Created a 30-minute video with interview snippets organized by insight, showed it to whole organization

Page 79: Intro to Design Thinking

lessons learned

- When faced with tight schedule & limited resources, end up jumping around design process & finding insights wherever possible

- Communicating the process can be as important as communicating the results

Page 80: Intro to Design Thinking

Q’s?

Page 81: Intro to Design Thinking

learning more

Page 82: Intro to Design Thinking

classes, etc

- d.school bootcamp on design thinking

- CS147/CS247 on human-computer interaction

- ME377: History & Philosophy of Design

- ME classes on need-finding, good & bad products

- Objectified by Gary Hustwit

Page 83: Intro to Design Thinking

activity

Page 84: Intro to Design Thinking

outline

- pair up with the person you know least in the class

- for 5 minutes, describe your ideal wallet to your partner (and show them your current one); then, switch

- use supplies to rapidly prototype a wallet that meets your partner’s needs