Fall2017

Design ThinkingThinkingLikeaDesigner

Principles of

FromIdeatoBusiness

DanHarel,AdjunctProfessor,IndustrialDesign,RochesterIns9tuteofTechnology,2017|Foreduca*onpurposesonly

Aninclusiveprocessthatpromotesuserunderstandingandcollabora@veproductdevelopmentprocesstosolveproblems.But,itwasn’talwayslikethisasuserfeedbackandpar@cipa@onwasneveranaimoftheindustrialrevolu@on.

Design Thinking

Design Thinking

Manyconsumerandcommercialdesignswellintothe20thCenturydisplayedinsufficientconsidera9onforuserneeds

Early20thCenturyHousehold&Officeequipment

AdeeplyhumanprocessAsystemofoverlappingfocusareas,notasequenceoforderlysteps

Design Thinking

Design Thinking

Auser-centeredapproachthatconsidersuser-understandinganduserexperienceasfundamentalcomponentsforcrea@ngvalue.

Aprovenandrepeatableproblem-solvingmethodologythatanyprofession,brand,orbusinesscanusetoachieveexcellentresults.

Allstakeholdersbenefit

Ra@onal&Analy@cal

Technology

Intui@ve&Emo@ve

Art/Design

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Design Thinking

Anintegratedapproachtoproblemsolving(All parts of the system equally important)

Idea@onTheprocessofgenera@ng,developing,andtes@ngideas

Implementa@onThepaththatleadsfromtheprojectstageintopeople’slives

Inspira@onTheproblemoropportunitythatmo@vatesthesearchforsolu@ons

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Design Thinking |Process

Research:•  Immersion•  Observa@on•  Interview•  Suspensionofjudgment

•  Designbrief

Mul@pleperspec@vesyieldricherresults

Idea-mappingandclusteringforstrategicconsidera@on

Prototyping&Tes@ng

REFINEMENTSELECTIONOFDIRECTIONS

Repe@@veprocess

PICKINGTHE“WINNER”&EXECUTING

PROBLEMDEFINITION•Aproblemworthsolving•Mostimportantstage

CREATIONOFMANYOPTIONS

Design Thinking |Process

Design Thinking |Process

Ahuman-centeredapproachtoinnova@onthatdrawsfromthedesigner'stoolkittointegrate:•People’sneeds•Technologypossibili@es•BusinessrequirementsTimBrown,IDEO

Design Thinking |ProductIdea@onModel

Desirability

Whataretheneedsoftheuser?

Feasibility

Canitbemade?

Innova@onopportuni@esIdeasrelatedtospecificuser,

market&technologies

People+Environment

TechnologyEnablers

BusinessMarket

Viability

Willitmakemoney?

Design Thinking |Human-CenteredDesign

Innova@onopportuni@esSolu@onsthatarecenteredontheuser’sexperience,thecontextorsitua@on,andonpromo@nghumanvalues

ContextualEnvironmentneeds

Humanis@cPromotehumanvalues

Experien@alUseremo@veneeds

People

Basisforgooddesign

Design Thinking |Selec@ngtheRightOpportuni@es

Needs(filters)

User+environment

Business+market

Technologyenablers

Ideas

Unfitopportuni@es(many)

ProductCommercializa@on

Relevantopportuni@es(few)

UserConsulta9on

UserFeedback

Ideas+DesignDevelopment(Mul@disciplinary) Pre-Com. Commercializa@onResearch

EXPLORENEWSPACES----EXPLORESPECIFICNEEDS

ConceptEvolu@on

NewKnowledge•User•Technology(IP)•Business

NewKnowledge•StrategicFit•Long-TermVision

Design Thinking |ConceptEvolu@onCon@nuum

Design Thinking |Ini@alResearch

Whatques@onsshouldbeaskedintheini@alresearch?•  Usercharacteris@cs/needs•  Environmentcharacteris@cs•  Targetmarket/businesscondi@ons•  Technologypossibili@es•  Compe@@vebenchmarking

TypicalQues@ons

•  Whoistheintendeduser(s)formyproduct?

•  Whatphysicalcharacteris@csorotheraiributesbestdescribethisperson’slife?

•  Whataretheac@vi@esthisuserismostlyinvolvedwith?

Methods

•  Observa@ons•  Interviews•  Datacollec@on•  Documenta@on(illustra@ons,photography)

Goals

•  Tobecomefamiliarwiththelifestyleandrelevantenvironmentsoftheintendeduser

•  Toiden@fyandunderstandspecificproblems

•  Toiden@fyandunderstandspecificneeds(explicitandlatent)

Design Thinking |UserUnderstanding

TypicalQues@ons

•  Whatarethecharacteris@csofthespacetheproductisintendedfor(interior/exterior,commercial/residen@al)

Methods

•  Personalvisittouser’senvironment

•  Observa@onofcondi@onandcharacteris@cs

•  Observa@onofwhatusersdointhisspace

•  Interviewsrela@ngtotheusageofthespace:-Rou@neorspecialac@vi@es-Whatworkswellandnot-Realneedsandchallenges-Wishesanddesires

•  Documenta@on(illustra@onsandphotographs)

Goals

•  Tobecomefamiliarwiththeintendedspacetheproductwillbeoperatedin

•  Toiden@fyenvironmentalaiributesthatshouldbeconsideredinthedesignoftheproduct

Design Thinking |EnvironmentUnderstanding

TypicalQues@ons

•  Whatistheintendedtargetmarketfortheproduct?

•  Whatarethecharacteris@csofthismarket?

•  Whatothermarketsmightalsobeinterestedinthisproductoritsvaria@ons?

Methods

•  Marketresearch(mul@plesources)

•  Datacollec@on•  Documenta@on

Goals

•  Tobecomefamiliarwiththecohortandthemarketyouaredesigningfor,includingtheirlifestyleanddemographics

•  Toiden@fyspecificchallengesassociatedwiththismarket

•  Toiden@fyspecificneedsorwantsessen@alforbusinesssuccess(explicitandlatent)

Design Thinking |BusinessUnderstanding

•  Technicaldiagrams,illustra@onsandimages

•  Intellectualproperty(IP)

•  Usageinotherproducts

Goals

•  Toensurefunc@onalspecifica@onsandes@matedproductcostareunderstood

•  Toensurethedesigncanbemanufacturedtoperformasintended

•  Toiden@fychallengesthatmightpreventa@melydevelopment(suchasdevelopingnewtechnologies)

TypicalQues@ons

•  Whatarethemostimportanttechnologiesthatshouldbeconsideredtoenabletheproducttofunc@on

•  Whataretheirmostimportantcharacteris@c,benefitsanddownsides

•  Howeasy/difficultitwouldbetoacquirethetechnologiesofinterest?

Methods

•  Researchanddatacollec@onbasedontheproduct’sfunc@onalneeds

Design Thinking |TechnologyUnderstanding

CATEGORIES/QUESTIONS PRODUCT1 PRODUCT2 PRODUCT3

Targetmarket

Environment

Technology

Othercategories/quesQons•--------•--------

Method:Evaluate&Compare•  Selectafewconsumerproductsfromasimilarproductcategorymadebydifferentmakers

•  Analyzeyourselectedproductsbasedonspecificcategories/ques@ons(seepreviouspage)

PHOTO PHOTO PHOTO

Design Thinking |Compe@@veBenchmarking

Design Thinking |RecommendedPublica@ons

Thinkinglikeadesigner-fromideatobusiness•  ChangebyDesign:HowDesignThinkingTransformsOrganiza@onsandInspiresInnova@on(TimBrown)

•  DesignThinking:Integra@ngInnova@on,CustomerExperience,andBrandValue(ebook)(ThomasLockwood)

•  TheArtofInnova@on:LessonsinCrea@vityfromIDEO(TomKelley)

•  DesignThinkingforStrategicInnova@on:WhatTheyCan’tTeachYouatBusinessorDesignSchool(IdrisMootee)

•  DesignThinkingProcess&Methods3rdEdi@on(RobCuredale)

PleaseusethefollowingguidelinesforyourIdeaLabpresenta9on:

IdeaLab|TeamPresenta@ons

IdeaLabFall2017•  Problemareaoriginal@tle

•  Problemareanew@tle(ifdifferent)

•  Problemstatement/defini@on•  Teammembersinforma@on:-Fullname-College/department-YearatRIT-Emailcontact

•  Teamadvisor(client)-Name+emailcontact

•  Teamcoach(RITfaculty)-Name+emailcontact

1stpageofpresenta9onshouldincludethisinforma9on

Oneimageofyourfinalconceptdesign

and

ContentRequirement(eachteam)

•  Usercharacteris@cs/needs(profile)

•  Environmentcharacteris@cs

•  Targetmarket/businesscondi@ons

•  Technologypossibili@es

•  Compe@@vebenchmarking

•  Idea@on–newconceptdevelopment(2D+3Dsketches/models,CAD)

•  Experimentalmodels/prototypes(images)

•  Documenta@on/presenta@on(PowerPoint)

FollowthissimplifiedDesignThinkingprocesstoresearch,organizeandpresentyourconceptsolu9on.Useasmanypagesasnecessary