HITD 201 Introduction to Design Thinking

Mark Billinghurst HIT Lab NZ

December 9th 2013

Mark   PhD Electrical Engineering

 University of Washington   Interaction Design

 Museum experiences, Tools   Augmented Reality

 Mobile AR, Evaluation, Multimodal   Collaboration

  Enhanced FtF and remote collaboration

Introduction

What to Do?   Imagine

  You’re bringing a new product to market   Your #2 competitor has been in the market for

over a year, selling millions of units   Your #1 competitor launches the same month   Your technology is slower than your competitors   Your technology is older than your competitors   Your last product failed in the market

 Do you compete on Price ?  Do you compete on Technology ?  Do you compete on Features ?

Compete on user experience !

Nintendo Wii   Cheap - $500   Unique game play/Design

 Wireless 3 DOF controller   Position and orientation sensing

  Aiming to broaden user base   Can play previous games/downloads

Sales to Sept 2011

“The product is no longer the basis of value. The experience is.”

Venkat Ramaswamy

The Future of Competition.

Using the N-gage

SideTalking

  www.sidetalkin.com

Design Thinking

A problem solving methodology that helps students and innovators to approach today’s problems from a new perspective.

“Design thinking is 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

Design Thinking Mindset   Focus on human values   Show don’t tell   Craft clarity   Embrace experimentation   Be mindful of process   Bias towards action   Radical collaboration

History

History of Design Thinking   1969 Herbert Simon – The Science of the Artificial

  Design as a way of thinking

  1973 Robert Kim - Experiences In Visual Thinking   Design Engineering

  1980’s Rolf Faste -Stanford Univ.   Design Education, HCD

  1991 Deflt University   First Academic Research Symposium

  1991 Founding of IDEO   2004 Stanford d.school founded

IDEO (http://www.ideo.com/)   International Design Innovation firm

  Founded 1991

  Major advocate of Design Thinking   Multidisciplinary staff

  Human factors, engineering, design, communications

  Major Projects   Apple mouse, Palm V, Leap chair, etc

Stanford d.school

  Hasso-Plattner Institute of Design   http://dschool.stanford.edu/

Design Thinking Process

Design Thinking Process

5 modes iterated through

Empathize   Empathy: Foundation of Human-Centered

Design Process  Observe; Users and their behaviour in context   Engage: Interact with and interview users   Immerse: Experience what users experience

Why Empathize   Need to understand end users

  You’re solving their problems

  Watching people what people do  Understand what they think and feel

  Engage to uncover unexpected insights  Uncover needs – conscious and unconscious  Guide innovation efforts   Identify right users to design for

Understanding the User

A day in the Life of.. Cultural Probes.. Role Playing..

Cultural Probes: Equator Domestic Probes

Interviewing

  Understanding people’s thoughts, emotions, motivations   Understanding people’s choices and behaviours   Key way to identify needs

Interview Process

Consider the Whole User

Define   Expresses the problem you are addressing   Defines your unique point of view

 Unique design vision based on Empathy outcomes

  Two Goals  Deep understanding of users and design space   Actionable problem statement (point of view)

Expressing the Problem

[User] needs [verb phrase] in a way that [way] How might we [verb phrase] ?

Tools for Problem Definition   Storytelling   Personas   Clustering   Task Flow Analysis   Frameworks   Empathy Maps

Personas •  Personas are a design tool to help visualize who you are

designing for and imagine how person will use the product •  A persona is an archetype that represents the behavior and

goals of a group of users •  Based on insights and observations from customer research •  Not real people, but synthesised from real user characteristics •  Bring them to life with a name, characteristics, goals, background •  Develop multiple personas

Empathy Map

Problem Definition Creates Insight

User + Need = Insight

How Might We … ?   Short questions that launch brainstorming

Good Point of View   Inspires your team   Provides focus and frames the problem   Provides a reference for evaluating ideas   Fuels brainstorming by suggesting ‘how might we’   Captures the hearts and minds of people   Guides your innovation efforts

Ideate   Idea generation

  Large quantity of diverse ideas

  Motivation   Step beyond obvious solutions  Harness collective perspectives  Uncover unexpected areas of exploration  Create fluency (volume) and flexibility (variety)  Move beyond obvious solutions

Ideation Tools   Brainstorming

  Be visual, defer judgment, quantity not quality

  Mindmaps   Look at existing solutions   Post-it note clouds

Brainstorming

  Best with interdisciplinary team

MindMapping

Other Products in Market

  Notice all the iPod look-alikes?

Prototype   Create physical form of ideas

  Allow people to experience and interact with them

  Why Prototype?   Empathy gaining- deepen understanding of design space   Exploration – build to think   Testing – test solutions with end users   Inspiration – help others catch your vision

Prototyping Tools   Sketching   Physical Mockups   Wireframes   Interaction Flows   Storyboards   Acting   Preotyping

Sketching

Wireframes

52 www.id-book.com

Storyboarding

Physical Prototype

Acting/Role Playing

Goals of Prototyping   Learn   Solve Disagreements

  Reduce miscommunication

  Start a conversation   Fail quickly and cheaply

  Test ideas without spending time and money

  Manage the solution building process   Break large problem into smaller testable parts

Test   Place prototypes into context of use

  Prototype and if you know you’re right, Test as if you know you’re wrong

  Why Test   Refine prototype and solutions   Learn more about the user   Refine our POV

Types of Testing

  ‘quick and dirty’   Focus Group   Usability testing   Field studies   Predictive evaluation

Design Thinking Flow

Three Phase Model

Process Flow

Problem Space Solution Space

Elaboration and Reduction   Elaborate - generate solutions. These are the opportunities   Reduce - decide on the ones worth pursuing   Repeat - elaborate and reduce again on those solutions

Source: Laseau,P. (1980) Graphic Thinking for Architects & Designers. John Wiley and Sons

Focus and Flare Design is a convergent and divergent process

The Design Funnel   Alternate generation of ideas and convergence until resolution

Modified from Pugh, S. (1990) Total design: Integrated methods for successful products engineering. Addison-Wesley. P. 75

Assignment One   Write a one page reflection on the following:   1. What does Design Thinking mean to me?   2. What you hope to get out of the class   3. How you imagine Design Thinking will help

you achieve your goals?