Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day One: The Big Picture February 2008

Reflections on April’s “Software Design Experiences” Class Play film: final_assembly_H264_High Quality.mp4

Learning Objectives Taking a holistic view, apply needfinding, analysis, synthesis, prototyping and presentation techniques to recommend a user-centric solution to the design challenge. Practice analysis and process mapping based on primary and secondary research Identify different user roles and how they might collaborate to address stakeholder needs Synthesize insights and develop a POV Ideate solutions to address key user needs Take prototypes to the next level based on research findings Present recommendations in a compelling, actionable way Tie to current d.school class - “Design for Agile Aging” Please review 3

Deliverables for Friday Persona POV Experience design prototype Compelling, actionable presentation Needs discussion Show solution - “software” simulation or on paper Have Terry discuss issue son Agile Aging - perspective

Placeholder: Terry’s Big Picture Perspective Terry’s perspective on: Design thinking - Stanford context What’s going on at the Stanford d.school, including “Experiences in Software design” and “Agile Aging” Corporate Projects Developing a common language for designers and developers

Placeholder: Hasso’s Big Picture Perspective Hasso’s perspective on: Design thinking - why the passion around this topic? The challenge of heterogeneous teams Developing a common language for designers and developers

Design Challenge - Build on November Challenge Situation: You are part of a small software start-up company based in Potsdam. Your team has been hired by the government to design a solution to the following challenge: “How might we design a solution that enables the unemployed to successfully and sustainably re-integrate into the workforce?” Introduce the client by sharing short movie clips of responses to interview questions focused on this issue. Set expectations around what must be delivered by the end of this week

November Bootcamp Highlights Recap November bootcamp results. This challenge is a continuation of the November bootcamp challenge. Show boot-camp video, highlighting process, prototype iterations, prototype presentation and the audience feedback

Exercise Description Key Takeaways: Taking a holistic view, learn basic principles of typing solutions to factual data, learn what a business process is, and how business processes inter-relate and function in a public service environment. Identify different user roles and how they collaborate to solve a shared problem. Following research, analysis and synthesis, students will develop persona, POV, and develop a high-level process diagram for a scenario they saw. Introduce the client by sharing short movie clips of responses to 3-4 interview questions focused on this issue. This will enable students to understand the design challenge in their own words. Set expectations around what must be delivered by the end of this week Create document that explains deliverables- - distribute to students on Monday. desirable feasible viable 9

Business Process Example: Utility Billing Process Overall Process Deep Dive Terry to present this topic?

Introduction to the 360o View Who is the client? The stakeholder map 360o View - Preparation Introduction to the 360o View Who is the client? The stakeholder map

x x Stakeholder Map = = Person 8 Person 10 Person 4 Person 7 Person 1 Informal lines of communication Person 7 Person 9 PRO = NEUTRAL x Person 18 SKEPTICAL Person 2 Person 10 AFFECTED Person 3 STAKEHOLDERS CLIENT Person 1 Person 11 Person 12 Person 4 Person 6 Person 18 Person 17 Person 5 = Person 15 Person 13 Person 16 Person 14

360o View - Use Multiple Perspectives to Solution Space & Requirements Unemployed Underemployed Employed (non-users) Government Volunteers Other User & Customer research Technology AEIOU Problem Space Envisioned Solution Informs Ecosystem Government Agency Domains Organizational Structures Political Dynamics Competitive Forces? Corporate Perspective Other Trends

Mind Map of Opportunity Areas for “Software Design Processes” Class Bus Routes Events Taxes Maps Zoning Access to Information Utilities Asset Repairs e-Government Services Applications & Request Citations Online Payment Permits Example of what we want students to come up with during the Get Smart Fast activity Voting Registration School Citizen’s Portal Jobs Licenses Marriage Fees Pest Control

With your project team, discuss your 360o view findings Get Smart Fast With your project team, discuss your 360o view findings Develop a preliminary research plan, including who you will target, and what you want to learn and validate

As a team, decide which stakeholders you will go after Stakeholder Deep Dive As a team, decide which stakeholders you will go after Divide up so you have at least one member traveling to the each key stakeholder discussion table At each stakeholder table, brainstorm a research approach for tomorrow

Take handout (map) - where to arrive by 8:45 AM Protocol discussion Logistics Take handout (map) - where to arrive by 8:45 AM Protocol discussion Bring digital camera Supplies

I like… I wish… How to… Daily Debrief Post on wiki - Uli to give us access

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Two: Needfinding February 2008 http://best.me.berkeley.edu/~lora/images/process_photos/ix_logbook3.jpg 19

Reflections / Overview of the Day

Needfinding - Review: Observation Collect observations to ground your research. Watch stakeholder behavior in context From the vantage point of their natural habitat, watch what s/he does Write down detailed observations When you have a chance to speak with someone who demonstrates this behavior, ask him/her to explain what s/he was doing, step by step Methods: “hanging out” - spending time soaking in their environment “sinking in” -take a Walk in subject’s shoes by assuming the role of the subject and performing a typical activity Tourist: Ask for a tour from an insider Paparazzi: observe and photograph (with permission as needed)

Needfinding - Review: Interview Flow Most interviews follow this sequence: Introduction Kickoff Build Rapport Grand Tour Reflection Wrap-Up

Needfinding - Review: The Anatomy of a Story Memorable stories typically embody this structure: Climax Denouement Rising Action Introduction Diagram courtesy of Michael Barry.

Needfinding - Review: The Anatomy of an Interview The ethnographic interview generally shares this structure: Climax Denouement Grand Tour Reflection Rising Action Introduction Wrap-up Build Rapport INTRODUCTION: Establish partnership with interviewee by introducing yourself, describing your purpose “we’d like the process of a single case from application to hire” Let them know their knowledge is important. You are there to learn from them. Transition: “So, a good place to start is to have you introduce yourself and tell us about your role here.” KICKOFF: Interview introduces themselves, explains his/her role. Talking will also put the interviewee at ease. BUILD RAPPORT: Make a connection by asking descriptive questions and building confidence and trust. Guide them to talk about what is of interest to you, and provide encouragement when they are on the right track “this is exactly the kind of detail I need. Can you say more about that?” GRAND TOUR: AEIOU - what sort of activities do they perform? What is the environment/context? What are the interactions with systems? What objects or tools do they use? Why? Who else do they work with? What are their roles? Contrast “sunny” day when all works well vs. “rainy” day when it doesn’t go so well. Tour their work setting Encourage him/her to “show you” vs. tell you. Be curious. REFLECTION Review key points to be sure you aren’t missing something and that you have heard correctly. Encourage personal insights from the interviewee by having him/her explain why s/he does things a certain way. Lessons learned when things didn’t go well, what 1-2 things would s/he change? WRAP-UP: At the end of the interview, thank him/her, and tell them how helpful this conversation was. Ask if s/he has final thoughts to share, or any questions for you. Be sure to keep taking notes through the end of the interaction. Often the end of the interview triggers some afterthoughts and insights -- be sure to capture these! Kickoff Introduction

Example: Coffee Drinking Introduction: “Hi, I’m a HPI D-School student studying coffee drinking. I’m interested in hearing about your experience with coffee. There are no right or wrong answers, I just want to hear what you have to say.” Kick-off: “Do you drink coffee?” Build rapport: “Did you have a coffee today? How was it? Do you have a favorite place to drink coffee?” Grand Tour: “Can you describe your most memorable coffee experience? Why was it so unique? What happened?” Reflection: “If you could change one thing about your coffee experience, what would it be?.” Adapted from Michael Barry’s example. Revisit 5 Why’s

Needfinding Best Practices Protocol to follow with government officials Ideas for collecting and organizing artifacts in the field Mini synthesis techniques Handout: Needfinding tips and tricks

Needfinding Part I and II Government Conduct observations Interview officials Understand resources available from government perspective Citizen Conduct observations Interview citizens Understand resources available from citizen perspective

Six Things to Remember When Observing What People Do Terry - do you know where I can find the original to make the graphic clearer? From Software Design Experiences, Spring 2007

Mini Synthesis Identify questions that worked particularly well Discuss any surprises that should be checked with next set of research participants Identify contradictions discovered between what is said vs. done (ideally from observing subject perform the activity) Identify unarticulated needs, workarounds, manual processes Discuss how the work/environmental context impacts activities Review any artifacts collected Discuss observed patterns of interactions with other people, agencies, etc. Students an coaches collaborate to revise research guide/strategy and identify findings to be validated in Needfinding Part II (as needed) Discuss this before students leave to conduct Needfinding Part I, as they will likely conduct mini-synthesis in the field Include handout on this in the packet of information they receive for this day

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Three: Analysis & Synthesis February 2008 http://best.me.berkeley.edu/~lora/images/process_photos/ix_logbook3.jpg 30

Reflections / Overview of the Day

Analysis: Determining Your Point of View Storytelling and Analysis Goal: Identify the core problem(s), articulate insights How: Cluster observations and findings into themes Define persona, a Point of View and a scenario Re-Frame by re-clustering data (or create duplicate Post-Its and arrange on another section of the wall) Define a different persona, Point of View and scenario Terry: POV Mad Libs exercise Hasso: Group Dynamics and energy

Developing a Point of View What is a Point of View? Great ones can be compressed to fit on a bumper sticker. Points of view are built out of two things, an understanding of a user group (hopefully a unique empathic understanding) and insight into a need that group has. User + Need + Insight = Point of View One of the most challenging creative leaps to make in design work is to move from the concrete world of observations to a concisely stated point of view. It requires you and your team to extract relevant insights from the observations and stories you’ve collected. It also requires you to generate new concepts and frameworks that allow you to plot a course towards new ideas. Sometimes it’s difficult, but it’s worth it. Your POV will: ･ Provide focus. ･ Allow you to determine relevancy of competing ideas. ･ Inspire your team. ･ Empower colleagues to make decisions independently in parallel. ･ Fuel brainstorms. ･ Capture the hearts and minds of people you meet. ･ Save you from the impossible task of developing concepts that are all things to all people. ･ Be something you revisit and reformulate as you learn by doing. From Design for Agile Aging, Winter 2008

How do You Develop a Point of View? Saturation: Put up Post-Its and other artifacts to express what you heard and saw Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc. Grouping: Find common themes among your stories for groups of users Mad Libs: Fill-in-the-blanks method to create a short, pithy expression that captures the main elements of your POV. POV example: User + Need + Insight = Point of View Safety-concerned parent with toddlers (user) wants a shopping experience with active kids (need) who can be independent but always in sight (insight). Composite Characters: Who is that new user you are defining? Create imaginary character profiles that combine your observations and understanding so far. Get creative, and be specific. Give them names. How old? Hometown? Where do they go on vacation? What’s the last book they read? What kind of car do they drive? Combine stories from your observations. Draw out the characters to the greatest depth that your observations and understanding allow – this depth of understanding is what will make your process stronger going forward. Now your team has imaginary friends. Include them in your design process. Insights from Observations: Draw conclusions (or postulate some) from multiple observations. (10 observations distilled into one). Directives from Insights: Synthesize insights into directives. Take your insights to the next level and put them in the form of an action. This is getting very close to a Point of View. From Design for Agile Aging, Winter 2008

Tips - Developing a Point of View Tips for Developing a Point of View Focus on the stories that keep you up at night If you’re stuck, extract a POV from your favorite idea. Then go further. Don’t worry about being sure it’s right. Use empathetic language – see things from the user’s perspective Go for meaning Focusing tools help you narrow your field of view. Flaring tools expand your field of view generating new concepts and frameworks that deepen your thinking From Design for Agile Aging, Winter 2008

Traps to Avoid when Developing a Point of View Don’t design for everyone Don’t confuse solutions with needs Don’t try to include all of your insights Don’t be afraid to choose a POV before you are “ready” From Design for Agile Aging, Winter 2008

Synthesis: Identifying Key Themes and Design Requirements Goal: Identify patterns in wants, needs and motivations; Identify design requirements ad opportunity areas

Analysis User Journey Goal: Understand the complete experience How: Start with the experience you are considering (e.g. updating skills of the underemployed) From the user’s point of view, mentally step back to the earliest stage of the process (e.g. visiting the agency, thinking about finding a job, being rejected by a potential employer, etc.) Step through each stage of the process, recording it in a flow diagram Analyze your diagram. What happens at each of these stages? Why? How do the stages interrelate? What opportunities areas do you see?

Example: Movie-goer Experience User Journey: Vijay Kumar, Innovative Methods

Present POV for Feedback Team Activity: Teams present persona, POV, and scenario (3 min + 2 min feedback per team) Need panel for initial reactions –like American Idol?

Idea Generating Insights Discussion may include: Where good ideas come from, how to amass a lot of them, how to really reserve judgment, cultural factors and challenges. Terry and Hasso

Brainstorming

Wild Idea Sharing Applause meter

Logistics

Daily Debrief I like… I wish… How to…

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Four: Designing Compelling Prototypes February 2008 http://best.me.berkeley.edu/~lora/images/process_photos/ix_logbook3.jpg 46

Reflections / Overview of the Day Challenges of creating compelling prototypes “Experience prototypes” Discuss group dynamics that typically occur during prototyping

On Prototyping Different types of prototypes How ideas evolve & how to communicate them What makes a prototype compelling? Hasso & Terry Terry - do you have slides on different types of prototypes and when to use them? If not, I have the one we used last time. What type of prototype? How will the prototype be used (e.g., paper bike must roll and withstand polo-playing for 1 hour, etc.)? What is being prototyped (gadget, experience, etc.)? What mediums make sense given time and available materials? “Never go to a meeting without a prototype” Fail early and often at the early stages, smaller changes later in prototype lifecycle Discuss successful vs. unsuccessful prototypes

Collaborating on a Vision Hasso talk on challenges in Designer / Developer communication Hasso talk on how to enable better collaboration between design and development once product development starts, including the language they use

Building Prototypes “Prototype early and often” As “rough” as possible - user input into final product vs. too polished and “done” Discuss continuum of prototypes - basick sketches to functional prototypes that support sample data and reveal technical constraints

Logistics

Daily Debrief I like… I wish… How to…

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Five: Delivering Compelling Presentations February 2008 http://best.me.berkeley.edu/~lora/images/process_photos/ix_logbook3.jpg 53

Reflections / Overview of the Day Challenges of presenting Telling compelling stories Hasso talk about what makes a gripping, convincing presentation

Developing and Validating Prototypes

Presentations

Presenting Results

Daily Debrief I like… I wish… How to…

Terry and Hasso close session Closing Remarks Terry and Hasso close session Terry shares insights about similarities and differences based on his experience this week.