DesignToolbox

p r a c t i c a l u n d e r s t a n d i n g

o f d e s i g n ,i t s p r o c e s s a n d

m e t h o d s

Jentsch • Jordan

for

Hello

Note: These is both the edited slide deck as well as the documentation of a 3-week design class from October 2013

What is design?

t e l l

What is design?

t e l l

Or what is it not?

d e f i n e d

Design is not for philosophyit’s for life.

“”— Issey Miyake, Fashion Designer

d e f i n e d

To design isto devise courses of action aimed atchanging existing situationsinto preferred ones

“

”— Herbert Simon, nobel laureate

d e f i n e d

To design isto plan, to order, to relate and to control.

“”— Emil Ruder, Swiss typographer

m o d e lDesign ladder for evaluating design maturity

Design plays no role in product or service development

Stage 0: No design

Design is a part of product development and other processes

Stage 2: Design as process

Design forms a part of the organisation’s strategy

Stage 3: Design as strategy

— B. De Mozota (2003): The Economic Effects of Design, 2003; Design Creates Value, 2007); Icons: Olivier Guin

Design is used for improving the appearance of products or services

Stage 1: Design as styling

m o d e lRelationships between a design function and the larger supported organisation

SeparateDesign as externalresource

PeripheralDesign as part of the organisation

CentralDesign at the core of the organisation

IntegratedDesign integral to all aspects of the organisation

— S. Junginger (2012)

m o d e lStratification ofDesign (Thinking)

Artefact

ProductInterior

FashionJewellery

GraphicWeb & New Media

Artefact & ExperienceEngineeringInteraction DesignHuman Computer Interaction

User ExperienceAnthropological DesignHuman Centred Design

Systems & BehaviourUrban PlanningService DesignArchitecture

SMEsStrategic DesignCulture

LargeScale Systems

Policy DesignSystems DesignEnvironment

Public Service Infrastructure

— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/

Leve

l of C

ompl

exity

m o d e l

Artefact

FashionGraphicInteriorJewelleryProductWeb & New Media

— Photo: Daimler AG (2012)

Stratification ofDesign (Thinking)

Example: car2go’s Smarts

m o d e l

Artefact &Experience

Anthropological DesignEngineeringInteraction DesignHuman Centred DesignHuman Computer InteractionUser Experience

Stratification ofDesign (Thinking)

Example: car2go’s mobile app

m o d e l

Systems &Behaviour

— Photo: Daimler AG (2012)

ArchitectureCultureService DesignSMEsStrategic DesignUrban Planning

Stratification ofDesign (Thinking)

Example: car2go’s car access system

m o d e l

Large ScaleSystems

EnvironmentPolicy DesignPublic Service InfrastructureSystems Design

Stratification ofDesign (Thinking)

Example: Dedicated parking spacesfor car sharing in Berlin

d e f i n e d

Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles.

“

”— The International Council Societies of Industrial Design (icsid)

— Icsid (2006): Definition of Design. http://www.icsid.org/about/about/articles31.htm

f i n d

Collect 1 example:• artefact• artefact and experience• systems and behaviour• large scale systems

o u t c o m e

t e l l

What’s the role ofthe designer?

o u t c o m e

o u t c o m e

m o d e lThe expanding role of the designer over history

Pre-industrial society: design-craftsperson

Industrial revolution: separation of making and styling

1960s: Designers work in multi-disciplinary teams

1970s: Designers as “end-user expert”, Papanek’s book

1980s: Design & business innovation, design management

1990s: Experience and brand, the internet

— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf

m o d e lDesigner’s roles in a design team

— Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php

Artist

Communicator

Manager

Catalyst

Investigator

m o d e lSeven ‘new’ roles of designers

— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf

Designer as co-creator

Designer as researcher

Designer as communicator

Designer entrepreneur

Designer as facilitator

Designer as strategist

Designer as capability builder

How do designprocesses look?

t e l l

m o d e lDesign process (after Tim Brennan)

? $

— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html

m o d e lThe ‘double diamond’ design process model

— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess

Discover Define Develop Deliver

brief

concept

review

feasibili

ty

review

m o d e lDesign process modelby Alice Agogino

— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html

Define

Evaluate

Prototype

m o d e l

— HPI School of Design Thinking (2007): Kernelemente, http://www.hpi.uni-potsdam.de/d_school/designthinking/kernelemente.html

Design Thinking Process Model by HPI School of Design Thinking

Understand Observe Point of View Ideate Prototype Test

m o d e lCharacteristics of design thinking processes

User-centreddesigning forhuman beingsand their needs

Iterativein steps towards a solution that solves the problem

Collaborativeworking with others – from design & other disciplines

m o d e lDesign process archetype: Analysis, Synthesis (after Koberg and Bagnall)

— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html

Input

Process

Synthesis OutputAnalysis

m o d e lRational Unified Process (after Phillippe Kruchten)

— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html

InceptionPhases Elaboration Construction Transition

Business Modelling

Requirements

Analysis & Design

Implementation

Test

Deployment

Configuration & change management

Project management

Iterations

Major MilestoneInternal ReleaseExternal Release

m o d e lProduct Delivery Process in Nokia’s HERE organisation

Proposal Definition Alpha Beta ReleaseADD

Decision to

define

ADA

Decision to

develop an A

lpha

ADB

Decision to

release as Beta

ADR

Decision to

release public

ly

i n t e r v i e w

Ask an established designer about her / his design process

h o w - t oIdeas for interview questions

What’s your role as a designer?What’s your ideal design process?What’s your actual design process?

…

h o w - t oInterview for empathy

— d.school (2010): bootcamp bootleg, http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf

Ask why.Never say “usually” when asking a question.Encourage stories.

Look for inconsistencies.Pay attention to nonverbal cues.Don’t be afraid of silence.Don’t suggest answers to your questions. Ask questions neutrally.

Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture.

t e l l

How was your interview?

What did your learn from your interviewee?

What is her / his role as designer?

How much do our discussed process models match her / his working reality?

o u t c o m e

o u t c o m e

o u t c o m e

d e f i n e

Who do youdesign for?

e x a m p l e sUnconventional results with user-centred design processes

SitOrSquadis an app that helps you find clean restrooms in an unfamiliar area

Vitra Chairlessreinvents seating in Indian style with a special belt

NG Explorercontains focussed maps and place recommendations for each neighbourhood of a city

a n a l y s e

Investigate the given photographs from a person’s day of her/his life.

What do thesetell you?

Who is this person?

o u t c o m e

o u t c o m e

o u t c o m e

m e t h o d sMethods to learn about your user

Cultural Probes

Shadowing

User & expert interviews

Self-testing

Personal network research

Explorative research

Quantitive studies

Customer Journey Map

• captures goals, motivations & behaviours• behavioural pattern as base (instead of demographics)• combined in archetypes (primary, secondary)

• details personal goals and motivations• includes a picture, quote and a short biography• mentions age, sex, occupation, hobbies, likes & dislikes • foundation of scenarios etc.

m e t h o dPersona: defining a point a view

— D. Saffer (2009): Designing for interaction

What are peopledoing when?

m e t h o d sFlows, mapping

m e t h o d sTime- and context-based tools

Scenario to prototype potential usage

User journeys to identify moments of delights & pain points

Blueprints for analysis and planning of offer

d r a w

What would a day in the life of your persona look like?

Scenario map

d r a wScenario map on the topic of

News and their consumptionfor one of the following personas

m e e tPaul, 39

— Photo: Nokia (2013)

m e e tPaul, 39

I rely on the radioto keep me in the loop

“”

Paul is an account executive from Leeds who commutes two-hours by car to work in Manchester.

He likes listening to news on the radio, but does not actively seek it out or make any real effort.

He uses the mobile internet a lot on his Android, both while at work and out and about. But mostly it’s for News and Sport. He reads the Financial Times, the Sun, Metro and the Evening Standard.

m e e tPaul, 39

Time spent online

Social Networking

Mobile

HIGHLOW

Internet activities

Complex / Overwhelming

Enabling

Exciting

Alienating

HIGHLOW

Attitudes towards technology

Family Bonding

Lifestyle

Being part of the gang

Being in the know

Identity

Escapism

HIGHLOW

Social Goals

Entertainment

Background Info

Topic Discovery

Deep Knowledge

Context

Curiosity of the unknown

Identify the unknown

HIGHLOW

End Goals, Motivations, Needs

m e e tSarah, 27

— Photo: Nokia (2013)

I always have to knowwhat’s happening out there

“”

Sarah works in a department store. She identifies herself with the lifestyle and culture of RnB and pop. That involves music, movies, fashion and celebrities. On weekends she is usually out and about, going to clubs or parties to meet with her friends.

Sarah is social active. She tends to strive for social recognition. The mobile is playing a big role in her life. But more to keep up to date with her friends, for gossip on the move or shopping things, rather than for serious news consumption.

m e e tSarah, 27

m e e tSarah, 27

Time spent online

Social Networking

Mobile

HIGHLOW

Internet activities

Complex / Overwhelming

Enabling

Exciting

Alienating

HIGHLOW

Attitudes towards technology

Family Bonding

Lifestyle

Being part of the gang

Being in the know

Identity

Escapism

HIGHLOW

Social Goals

Entertainment

Background Info

Topic Discovery

Deep Knowledge

Context

Curiosity of the unknown

Identify the unknown

HIGHLOW

End Goals, Motivations, Needs

o v e r v i e wMethods within the design process model

— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess

Discover Define Develop Deliver

brief

concept

review

feasibili

ty

review

s h o w

How does a day in the life of your persona look?

What news and topics, which content is s/he consuming?

With whom is s/he communicating and through which media? In which situations and when?

Scenario map

o u t c o m e

d e t a i lExample of ascenario map

App

Message

Tablet

Laptop / Desktop

In person

Signage

Voice

Colleagues

6WDƪ

Web

Map (paper)

Handwritten

Printed material

Satnav

In-car computer

DAY

TIME

NAMEPLACE

Title

GOAL

IMAGINE INITIATE

--

--

--

--

--

- - -

--

-

--

--

-EMOTION

PEOPLE

PLACES

PHYSICAL

TOUCHPOINTS

TRADITIONAL

PHONE

DIGITAL

Model:

NEEDS

INSIGHTS

Lumia

TIME

DATE

PHASE

NARRATIVE

Automated terminal

Displays

Tickets

Static

In-transit

Situation

Question

d e f i n e

What’s the problem?

o v e r v i e wMethods within the design process model

— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess

Discover Define Develop Deliver

brief

concept

review

feasibili

ty

review

d e f i n eUsing a question formatto set the challenge

How might we +user

+insight

+need

?

d e f i n eUsing a question formatto set the challenge

How might we help Carmen, a business woman, who has a fear of flying to have a pleasant flight experience nevertheless?

user insight need

need

user

insight

d e f i n eUsing a question formatto set the challenge

How might we help Carmen, a business woman, who has a fear of flying to have a pleasant flight experience nevertheless?

SitOrSquadHow might we help visitors in a city with dirty public toilets to find a clean one?

e x a m p l e sReverse engineeredchallenge questions

Vitra ChairlessHow might we support outdoor friends who are on the move to comfortably sit somewhere outside for a longer time?

NG ExplorerHow might we help travellers who are annoyed of huge maps and thick guides to discover the best spots in an urban area?

user insight need

o u t c o m e

i d e a t e

What’s your answerto the challenge?

i d e a t e

100 ! Go for quantity

Tips for better idea collection in brainstormings

Keep it short

Encourage wild ideas

Defer judgment

Build on the ideas of others

One conversation at a time

Stay on topic

Be visual

o u t c o m e

o u t c o m e

o u t c o m e

p r o t o t y p e

How to make youridea tangible?

p r o t o t y p e

What does your idea look like?

How does it get tangible?

How does it feel using it?

p r o t o t y p eBenefits of making ideas tangible quickly

Communicate an idea to clients and co-designers

Co-design with clients, users and fellow designers

Social dimension of prototyping

Test ideas with users

Create a common understanding amongst co-designers

—K. Dribbisch, M. Großmann, M. Jordan, O. Scupin (2012): Bringing Ideas To Life: A Typology for Prototyping. in Touchpoint Vol. 4 No. 2

p r o t o t y p eConcept model

p r o t o t y p eAct out

p r o t o t y p eStoryboards

p r o t o t y p eLow-fi experience prototype

p r o t o t y p ePhysical model

o v e r v i e wMethods within the design process model

— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess

Discover Define Develop Deliver

brief

concept

review

feasibili

ty

review

HMW?

t e s t

How to knowif it’s any good?

c o l l e c tGet feedback on your prototype from:

Potential usersFellow designers

— Icons: Okan Benn, Dmitriy Lagunov, Michael Rowe / The Noun Project

Clients

n o t eCollect your feedback for the other group

What’s good? What to improve?

— Icons: Jakob Schneider

o u t c o m e

o u t c o m e

s h o wFirst prototype

What does your idea look like?

How does it get tangible?

How does it feel using it?

How is it integrated in your persona’s life?

o u t c o m e

o u t c o m e

o u t c o m e

t e s tTips for evaluating ideas and prototypes with users

— Icons: Nithin Viswanathan, Luis Prado, Benni, Jason Grube / The Noun Project

iterate on findings (you seldom get it right the first time)

correct wrong conclusions from discover stage

test product prototype with its intended users

to guide testing apply same rules as in discover phase

don’t be defensive about your design or let others conduct testing

don’t identify yourself as the product’s designer to avoid inhibiting testers

— D. Saffer (2009): Designing for interaction

c a p t u r eTips for evaluating ideas and prototypes with users

let user ‘speak out loud’ – and record it

video tape usage of physical & interaction prototypes

take notes of comments

clarifying questions after completing test

prioritise feedback by criticality, create action list

ask yourself ‘why’ to understand reasons for problems?

o u t c o m e

o u t c o m e

o u t c o m e

p r o t o t y p e

Iterate your prototype according to your findings & based on your prioritisation.

Document the whole project week appropriately in incom.

s h o wIterated prototype

How has your prototype changed?

What feedback was most valuable?

What input was prioritised as most importan action points?

How is your offer integrated into your persona’s life?

o u t c o m e

o u t c o m e

p i t c h

Use the Elevator Pitch template to communicate your concept.

Tell within two sentences: Who is your customer? What is her need? What is the offer’s key benefit and differentiator?

a foodie & chef at homeway too little time, yet loves cooking

Kochhaus supermarketoffers pre-compiled recipes

Kaisers, Perfetto or ProviantKochhaus offers all ingredients

in 1 single shop w/o need running thru the city

m e t h o dElevator Pitch for communicating your offer

For TARGETCUSTOMER

CUSTOMERNEED

CONCEPTNAME

MARKETCATEGORY

who has

that

Unlike

the

is aONE KEYBENEFIT

COMPE-TITION

.

.

UNIQUEDIFFEREN-TIATOR

o u t c o m e

o u t c o m e

o u t c o m e

Sum-up

m o d e lStratification ofDesign (Thinking)

Artefact

ProductInterior

FashionJewellery

GraphicWeb & New Media

Artefact & ExperienceEngineeringInteraction DesignHuman Computer Interaction

User ExperienceAnthropological DesignHuman Centred Design

Systems & BehaviourUrban PlanningService DesignArchitecture

SMEsStrategic DesignCulture

LargeScale Systems

Policy DesignSystems DesignEnvironment

Public Service Infrastructure

— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/

Leve

l of C

ompl

exity

m o d e lDifferent roles of designers

— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf— Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php

Designer as co-creator

Designer as researcher

Designer as communicator

Designer entrepreneur

Designer as facilitator

Designer as strategist

Designer as capability builderArtist

Communicator

Manager

Catalyst

Investigator

m o d e l

— HPI School of Design Thinking (2007): Kernelemente, http://www.hpi.uni-potsdam.de/d_school/designthinking/kernelemente.html

Design Thinking Process Model by HPI School of Design Thinking

Understand Observe Point of View Ideate Prototype Test

o v e r v i e wMethods within the design process model

— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess

Discover Define Develop Deliver

brief

concept

review

feasibili

ty

review

HMW?

reduce costs / reinvent processes

improve / invent experiences

imagine / prototype new brand directions

prototype new integrated strategies

explore / conceive / prototype new futures

m o d e lDesign’s contribution to value creation

improve functions & features

— after Larry Keeley, Doblin

m a p

How is itsustainable?

t o o lBusiness Model Canvas

Key Resources

Key ActivitiesKey Partners ValuePropositions

CustomerRelationships

CustomerSegments

Channels

Cost Structure Revenue Streams

for Skype

— A. Osterwalder & Y. Pigneur (2010): Business Model Generation

o u t c o m e

o u t c o m e

r e a d

Where to findout more?

Dan SafferDesigning for Interaction

Bill BuxtonSketching User Experiences

Bella Martin & Bruce HanningtonUniversal Methods of Design

Michael Erlhoff &Tim MarshallWörterbuch Design

Vijay Kumar101 Design Methods

Jun'ichiro TanizakiIn Praise of Shadows

Luke Wroblewski: The Nimble Process

l i n k sReading recommendations on the web

— Icon: Monika Ciapala / The Noun Project

Johnny Holland: It’s all about interaction

Dubberly Design Office

Stanford dschool: Use our methods

Design Methoden Finder

Service Design Tools: Communication methods supporting processes

Design Staff: helping startups designing great products

Thank you

Hannes Jentsch@kaffeetrinken

Martin Jordan@martin_jordan