2. Accelerator # 2 Ideation Taking your concept from initial idea to mapping to prototype and testing It’s time to have a little fun with your idea as you open up to creative approaches. This Accelerator will help you explore Human Centered Design Principles. You’ll likely be surprised where you end up at the end of this session!

3. Design Review - Elevator Pitches Each team: 1 min to share the elevator pitch for their idea 1 min of feedback

4. Design Thinking - What is it? “… a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, President and CEO, IDEO Global Design and Innovation Firm “…a glue that brings teammates together around a common goal: make the lives of the people they’re designing for better” “…a methodology for innovation that combines creative and analytical approaches and requires collaboration across discipline” – d.school at Stanford

6. EMPATHY Learn about the user for whom you are designing by observation and interview. Who are they and what matters to them? Why, why, why?

7. DEFINE Uncover patterns and themes from all the information you got. Create a point of view that is based on user needs and insights. What are their needs? What struck you most? How Might We?

8. IDEATE Come up with as many and as creative ideas as possible in response to your point of view.

9. PROTOTYPE Quickly - build a physical representation of your idea to show to others. It is just a rough draft!

10. TEST Empathize all over again by sharing your prototype with your target user and get feedback.

11. So you think you are on to something….

12. Bringing new concepts to market is typically, not an immediate… OR

13. Keep using design principles to… Iterate & grow, iterate & pivot, and even iterate & stop

14. Journey Mapping Exercise https://vimeo.com/78554759

15. Why Prototype “The reason for prototyping is experimentation—the act of creating forces you to ask questions and make choices. It also gives you something you can show to and talk about with other people. … a prototype is just an embodiment of your idea. It could be a skit in which you act out a service experience, such as visiting the emergency room at a hospital.” Tom & David Kelly, IDEO

16. Rapid Prototyping & Testing https://www.youtube.com/watch?v=-SOeMA3DUEs

17. Rapid Prototype Examples User Insights: People have no time, yet want to have personal connection, are drawn in through stories, and they want philanthropic experiences to be fun and rewarding Empathy leads to giving. HMW: Regularly infuse happiness and fun into an individual’s philanthropic experience? Prototype: Digital Deed - a quick and dirty way to pop-up on someone’s newsfeed or inbox and give them a simple task they can do from their desk and support someone in need.

18. Rapid Prototype Examples User Insights: People expect to pay more for healthy food. People bought food that they considered unhealthy when they were in a hurry or couldn’t decide what to have. HMW: Make healthy food more accessible? Prototype: Dinner Tonight- an app and service offered by a grocery store chain that provided an easy way to access and prepare healthy meals. https://drive.google.com/folderview?id=0Bytf4GmemJsh eU5NS29JU0haMEE&usp=sharing

19. Principles of Testing You are NOT selling! You are looking for insights to help validate or invalidate your assumptions and help your refine your idea. Sample questions: What are you concerns about this concept? What did you want to see more of? What would you change about this? What surprised you? What didn’t really connect? Ideal to do testing in teams – 1 person focused on conducting testing and 1 person focused on taking notes

20. Homework Create your prototype -Rapid fire! -Limit yourself to no more than 45-60 minutes to create your prototype. You are not looking for perfection, you are looking for something that will help you test your concept, your assumptions, and most importantly, to learn so that you can iterate and refine. Test your prototype with 5-10 of your target users (ideally 1- on-1) Complete 4-Box

21. 4-Box Homework Who is your user and what is the need you are meeting for that user? What does your concept look like now and how has the story changed based on prototyping and testing? How will you define success?What will be your biggest barriers and obstacles?