Co

A design process

Focus of today

EMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & TESTgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Mini Project for today

Improve the car maintenance experience

Mini Project for today

Improve the car maintenance experience . . . for a unique user

EMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Getting started: One type of user

Note: What is meaningful to John?

John: The mechanic

What’s important to John

To build relationships

with customers“I love the

clientele… familiar faces that come

back time and time again comprise

80% of my enjoyment of my

job.”

To be trusted“You think you had a good reputation, but

it wears on you when people

question you.”

To tackle a challenging problem

“Watching it drive out of the driveway with no problem at all”

“I listen to Car Talk on my day off to listen to peoples’ gripes and see if I can get the

answer.”

To service knowledgeable

clientele“They understand stuff, so it’s not a

big battle”

Now: Play the role of an “imposter” ethnographer. Do some accelerated empathy work.

Note: what is meaningful and important to Erica

Erica: The truck owner

What’s important to Erica

To feel empowered“It makes me feel

good” (to drive up in the big

truck) To trust her mechanic“I have to trust,

I have no other choice”

To appear knowledgeable

“I don’t want to look dumb,

or sound dumb”

To learn“I wish they would let me

go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do

and just do it”

Mini Project for today

Improve the car maintenance experience . . . Respond to a specific user needEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Brainstorm to create design solution possibilities

Respond to the needs to you found in through empathy

Erica: The truck owner

how to brainstorm: RULES

What’s important to Erica

To feel empowered“It makes me feel

good” (to drive up in the big

truck) To trust her mechanic“I have to trust,

I have no other choice”

To appear knowledgeable

“I don’t want to look dumb,

or sound dumb”

To learn“I wish they would let me

go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do

and just do it”

In the context of car maintenance,How might we enable Erica . . .

To feel empowered

To trust her mechanic

To appear knowledgeable

To learnTo be independent

Mini Project for today

Improve the car maintenance experience . . .Develop and test solutionsEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Why Prototype and Test?

BUILD TO THINK

LEARN AND ADVANCE YOUR IDEA QUICKLY

CHANGE THE CONVERSATION

GET YOUR USER’S REACTION

Selection :: Post-Brainstorm

THERE IS NO ‘BEST’ IDEA

DON’T EDIT BASED ON FEASIBILITY YET

MAINTAIN YOUR INNOVATION POTENTIAL

Selection :: Post-Brainstorm

MAINTAIN YOUR INNOVATION POTENTIAL

Carry multiple ideas forwardConsider these selection criteria:

Most likely to pleaseMost breakthrough if…Most likely to succeed

Prototyping Activity

ON YOUR OWNSelect two of your design solutions:Take 8 minutes to develop and sketch these solutions

Get Feedback

IN TEAMSTest your ideas with your user (Erica or another group).Partner: play the role of Erica as you are giving feedback.4 minutes for each share/test, then switch.

Share your results :: Headline!

Share the ideas you built.What was Erica’s feedback?What would you do next?

Takeaways

• Empathy– Get outside your team– Empowered to be an ethnographer– Interview tips/insights– Dig for MEANING

• Brainstorm– Create innovation potential with quantity and diversity – Brainstorm rules– Selection criteria—maintain innovation potential

• Low res prototyping– Build to think

• Testing with user– Try it out– Get outside your team