Design is not about Aesthetic Design is not about A single event.
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Transcript of Design is not about Aesthetic Design is not about A single event.
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Design is not about Aesthetic
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Design is not about A single event
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Design is not about A Product
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Design is A Process
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We aim for this
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What we do at the d.school
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Helping schools with design thinking
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Embrace d.Light designs
Designing for Extreme affordability
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A design process
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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
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Mini Project for today
Improve the car maintenance experience
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Mini Project for today
Improve the car maintenance experience . . .for Erica, for JohnEMPATHYgives 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
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For today: Select your user
Design with him or her in mind
Erica:The truck owner
John:The mechanic
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Now: Play the role of an “imposter” ethnographer. Do some accelerated empathy work.
Note what is important to Erica and John
Erica:The truck owner
John:The mechanic
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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”
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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”
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Mini Project for today
Improve the car maintenance experience . . .Respond to a specific 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
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Brainstorm to create design solution possibilities
Respond to the needs to you found in through empathy
Erica:The truck owner
John:The mechanic
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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”
![Page 25: Design is not about Aesthetic Design is not about A single event.](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649eac5503460f94bb2bb4/html5/thumbnails/25.jpg)
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
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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”
What’s important to John
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To build relationships
with customers
To be trusted
To tackle a challenging problem
To service knowledgeable
clientele
In the context of car maintenance,
How might we enable John . . .
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In the context of car maintenance,
To feel empoweredTo appear
knowledgeableTo trust her mechanic
To learnTo be independent
Select One Need for Your User
Brainstorm in Team: 12 minutes
To tackle a challenging problemTo be trusted
To build relationships with customers
To service knowledgeable clientele
HMW enable Erica . . . HMW enable John . . .
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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
![Page 30: Design is not about Aesthetic Design is not about A single event.](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649eac5503460f94bb2bb4/html5/thumbnails/30.jpg)
Why Prototype and Test?
BUILD TO THINK
LEARN AND ADVANCE YOUR IDEA QUICKLY
CHANGE THE CONVERSATION
GET YOUR USER’S REACTION
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Selection :: Post-Brainstorm
THERE IS NO ‘BEST’ IDEA
DON’T EDIT BASED ON FEASIBILITY YET
MAINTAIN YOUR INNOVATION POTENTIAL
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Selection :: Post-Brainstorm
MAINTAIN YOUR INNOVATION POTENTIAL
Carry multiple ideas forwardConsider these selection criteria:
The Rational ChoiceThe DarlingThe Most MeaningfulThe Long Shot
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Prototyping Activity
WITH YOUR OWN TEAMSelect two of your design solutions:Take 8 minutes to develop and sketch these solutions
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Get Feedback
PAIR UP WITH ANOTHER TEAM (Find someone working with the other POV)Test your ideas with your partner.Partner: play the role of Erica or John as you are giving feedback.4 minutes for each share/test, then switch.
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Share your results :: Headline!
Share an idea you sketched.What was the feedback?Where would you take it?
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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
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