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Design Thinking Lecture
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SAUG Canberra Conference | Hyatt Hotel, Canberra March 2014 Design Thinking
What is all the fuss about?
Paul Hawking Victoria University
Everybody is talking about it A developer needs to be curious and also develop
empathy for end users
1969 1973 1987 1992 2009
Design Thinking is not new
Technology Priorities
Gartner
Rank Top 10 CIO’s Technology Priorities 2007
1 Business Intelligence applications
2 Enterprise Applications (ERP, CRM etc)
3 Legacy modernisation
4 Networking, voice and data communications
5 Server and storage technologies (virtualisation)
6 Security technologies
7 Service Oriented Architecture
8 Technical infrastructure management
9 Document management
10 Collaboration technologies
Top 10 CIO’s Technology Priorities 2013
Analytics and Business intelligence
Mobile technologies
Cloud computing (SaaS, Iaas, Paas)
Collaboration technologies (workflow)
Legacy modernisation
IT management
Customer Relationship Management (CRM)
Virtualisation
Security
ERP Applications
Integrate Optimise Informate
Innovation
Integrate
Optimise Informate
The Goal of Design Thinking is Innovation
1 Exceptional Idea 10 Great Ideas 100 Good Ideas 1,000 Ideas
Design Thinking is an approach to innovation. It lets us discover opportunities, inspire potentials, and create successful solutions that meet human needs, add business value, and are technically feasible.” Design Thinking Community
. An approach to solving design problems by understanding users’ needs and developing insights to solve those needs.
What is Design Thinking?
Differnet Approach Business Thinking Business schools tend to focus on Inductive thinking (based on directly observable facts) and Deductive thinking (logic and analysis, typically based on evidence)
Design Thinking
Design schools emphasize Abductive thinking (imagining what could be possible). This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them.
Proctor & Gamble CEO A. G. Lafley Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week
Design Thinking Focus
Human Centred innovation Focus on people/customers and their NEEDS not on specific technologies or other conditions Innovating at the intersection of BUSINESS, TECHNOLOGY and PEOPLE The USER is the one who to decide if a product or service should exist or be established
Business Viability
Technology Feasibility
People Desirability
Design Thinking
Goal > Solution through rapid prototyping
Design Thinking Process
Design Thinking Pillars
INTERDISCIPLINARY TEAMS of T-shaped people.
Team composition Multi-disciplinary teams in a Design Thinking Workshop consist of 4
to 6 participants in each team, e.g.: • (Lead / Team Coordinator): Business, Process or Project
Management background • Technology (non-IT) background • Technology (IT) background – Applications, Mobile, Analytics,
Web etc • Sociology, Psychology, Anthropology background • Human Resources, Marketing, Controlling background
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Problem Definition Project Plan
Data Insights Design Principles
Ideas Concepts
Prototypes
THE DESIGN THINKING APPROACH
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Scoping
What are you trying to achieve? • Identifying the right challenge to solve • Quick research to gain common understanding of challenge • Identify stakeholders • Plan project based on the phases of the Design Thinking
approach
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
3600 Research
Research, Discover, Explore and Capture • Understand user’s/stakeholder’s expectations and motivations
(insight & empathy) • Gather market information • Research analogous situations • Caution; say ≠ do ≠ think ≠ feel
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Synthesis
Understand and gain insights • Storytelling • Capturing key points • Clustering and prioritization • Identifying needs and motivations • Creating personas or points of view
Coming up with a POV
POV = User + Need + Insight The Point of View is one sentence that creates an image in your mind. Based on an understanding of a user group and an insight into a specific need, it narrows the focus and makes the problem specific.
Template: [Attributed user] needs (to) [Position] because [Insight] Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan.
Point of View
Synthesis - POV
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Ideate
Ideation • Brainstorm ideas to generate as many ideas as possible • Cluster your ideas • Prioritize ideas for the upcoming prototyping phase • Moves from problem space to solution space
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Prototype
First step to actually feel an idea • Aims to develop quick prototypes for the user to play with • Show the solution through the User’s eyes • Use role play – storyboards • Fail early and Fail often • Develop low and high fidelity prototypes
SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH
Validate
Get feedback from end users • Checking feasibility of ideas with stakeholders • Gathers feedback on concepts and prototypes • Checks feasibility, viability, and desirability with users • Incorporates feedback and iterates the prototype
Summary
Paul Hawking SAP Academic Programs Director Associate Professor Information systems Discipline College of Business Telephone: +61-3-99194031 Email [email protected]
@Paulhawking #SAPVU
