Design Thinking

Good design successfully manages the tensions between user needs, technology feasibility, and business viability. -Tim Brown, IDEO

Desirability Ventures live here Feasibility Viability

IDEO - The Deep Dive of Shopping Cart design https://www.youtube.com/watch?v=2Dtrkrz0y oU Start @1:40

PEOPLE CENTRIC Enhances empathy in those innovating, putting the user in the center, identifying the most important problems and solving them in a creative way.

The Method 1 2 3 4 Who are you designing your scenario for? Know your user 2 Define the problem 3 Ideation 4 Prototype Who are you designing your scenario for? What is the problem you are trying to solve? How will you address key pain points for the user? How will you bring your concept to life and tell your story to people?

Design Thinking Exercise: Problem: Cell Phone Battery Life User: This is something everyone experiences, but for today’s exercise, let’s go with college students or young professionals.

Who are you designing for? 1. Know your user Who are you designing for?

WHY? Designing is about addressing real needs by creating a human-focused experience.

Map your customer Designing is about addressing real needs by creating a human-focused experience. Note what your customers: Feel? Do? Think? Name: Background: Say?

Illustrate the customer journey Depict the current experience or journey of your potential customer(s); Identify key moments with pain points or unmet needs. Sketch the step-by-step experience Describe & note products, interactions, service moments relied on to meet their needs. What are they doing, thinking, saying, and feeling?

Example: buildLine persona

2. Define the problem How might we...

WHY? It is really important to understand the problem you are trying to solve. How you frame your question can be direction-setting.

Defining your “HMW” Brainstormed ideas attempt to answer the question “How might we…” to address identified pain points. How might we improve customer service? How might we create a chatbot that predicts customer preferences? How might we provide customers a more personalized service? Too broad Too constrained Just right!

AI-Inspired Examples How might we enable adaptive and individualized learning in education programs? How might we improve the ability to more accurately diagnose and offer novel and appropriate treatments to patients? How might we improve the recovery of victims in disaster response search efforts?

3. Ideation Brainstorm!

Brainstorming Facilitating a session Rules of brainstorming Pick a facilitator ~10-15 min chunks Say your idea out loud One HMW question at a time Make it visual Push past mental boundaries High energy!! Rules of brainstorming Defer judgment Encourage wild ideas “Yes and..” Build on each other Stay focused on topic One convo at a time Be visual Aim for quantity

Converge and Diverge Cluster your ideas into themes and vote

Converge and Diverge Brainstorm more ideas and vote again

4. Prototype Design to learn

WHY? You make to learn, test an assumption or a hypothesis, to bring evidence to your concepts, and engage with others.

Where should I start? What assumption, hypothesis or idea will you try to test? What will you make to answer this question? What will you be able to observe or measure through this prototype?

Design to learn Method Why How https://www.ideo.com/work/ideo-method-card-app/ Method Why How Experience prototype Helps unveil unanticipated issues or needs + evaluate ideas Code, mockup or create prototype to simulate the experience Scenarios Helps evaluate service concepts, communicate and test essence of idea in context Character-rich storyboard Mockup web page or interactive application Paper modeling Think through, visualize and organize interactive pieces of your design Quickly sketch and layout interactive components for basic usability Flow analysis Think through the logic in your system, or identify opportunities Pseudo code, flow diagram of information or activities in system or process

Review 1 2 3 4 Know your user Define the problem Ideation Prototype Who are you designing your scenario for? What is the problem you are trying to solve? Do we really understand what the problem is? Why is it important to solve? How will you address key pain points for the user? How will you bring your concept to life and tell your story to people?