Process mining explained by an example | Episode 3: process deviations
Design thinking process explained
76
DESIGN THINKING: the Process that Can Radically Change the Way You Innovate Rafał Kołodziej 14/07/2017
-
Upload
school-of-form -
Category
Business
-
view
153 -
download
0
Transcript of Design thinking process explained
DESIGN THINKING: the Process that Can Radically Change the Way You Innovate
Rafał Kołodziej14/07/2017
Who we are?
Creating positive change through focusing organizations on human needs.
DESIGNING DIRECTION OF CHANGE
DESIGNING INNOVATION
PREPARING ORGANIZATIONS
TO ADOPT CHANGE
FUTURES THINKING
VALUE PROPOSITION
DESIGN
DISCOVERING UN-MET NEEDS
INNOVATIONSTRATEGY
PRODUCT & SERVICE
DESIGN
CUSTOMER JOURNEY DESIGN
UNIQUE EXPERIENCES
DESIGN
TESTING PROTOTYPES
DESIGNINGINNOVATION
CULTURE
TUNING INTERNALINNOVATION PROCESSES
DESIGNING INTERNAL R&D
IN SME
INNOVATORS’ CONTRACTORY
How do we do?
HUMAN-CENTERED APPROACH
LEAN SERVICE DESIGN
CUSTOMERBEHAVIOR
FUTURESTHINKING
Creating positive change through focusing organizations on human needs.
Edwin Bendyk, Jerzy Hausner, Michał Kudłacz„MIASTO – IDEA. Nowe podejście do rozwoju miast”
„You cannot first understand the
problem to solve it anymore.
You have to start to solve it
to understand it.”
Top 10 skills
Our last ’design thinking’ challenges in Greenhat
City: how to prepare City of Poznańfor the challenges of future?
National Park: how to make tourists not trespass prepared tracks?
Court: how to make minimize stress of people entering the court?
Bank: how to make people want spend more oftheir time in a bank branch?
Insurance: how to make people understand the idea, benefits and mechanism of insurance?
„Design Thinking is a human-centeredapproach to innovation.”
Tim Brown, IDEO
Innovation is a sequence of iterative approximations in the area of MIGHT be.
FUTURESTHINKING
FUTURESTHINKING
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
PPlanB PLAN GO LIVEResearch
Personas
Problemdefinition
Filteringinformation
Prototyping
Testingwith users
BRIEF
Challengeor problem
Gatheringinformationaround the
problem area
Observations
Diagnosticworkshops
Designchallenge
Buildingsolutions
Generatingideas
Solutionadjusting
Data analysisand problem
definition
Buildingsolution
(prototypes)
Testing prototypes
and developingfinal solution
Solution ready for implementation
“Learning is the process whereby knowledge is created through the transformation of experience.”
Dr David Kolb
The way an adult learns
Instead of just telling you about design thinking, I want to immediately have you jump right in and experience it for yourself. I am going to do a design project for about the next hour.
So let’s experience it first :)
Your challenge is to: re-design the elements of cultural experience of your partner.
You can easily download this Design Thinking training
https://dschool.stanford.edu/s/Facilitators-Guide_Design-Thinking.pdf
Start by gaining empathy.
Start with the reflection of your cultural experience
> When have you been to any concert, exhibition, in a museum, theatre?
> Why have you chosen this event?> Have you been there alone / in a company?> Had you planned this visit before or was it
a spontaneous jump-out?> How have you bought the ticket?> Have you used any guidance?> Did you feel warm? Cold? Did you feel any
smell? What colour you associate with it?> How much time did you spend there?> What made you anxious?> Was there anything dedicated to you?> What did you tell your friends of it?
take notes!
Now ask your partner to tell about his/her experience
> When have you been to any concert, exhibition, in a museum, theatre?
> Why have you chosen this event?> Have you been there alone / in a company?> Had you planned this visit before or was it
a spontaneous jump-out?> How have you bought the ticket?> Have you used any guidance?> Did you feel warm? Cold? Did you feel any
smell? What colour you associate with it?> How much time did you spend there?> What made you anxious?> Was there anything dedicated to you?> What did you tell your friends of it?
take notes!
Dig deeper
> Try to dig for stories, feelings, and emotion.> Ask ‘WHY?’ as often as possible.
take notes!
Reframe the problem.
Re-frame the problem
Work individually – take 3 minutes to collect your thoughts and reflect on what you’ve heard.> Try to synthesize your learning into a few
‘needs’ that you have discovered, and a few ‘insights’ that you find interesting.
> ‘Needs’ should be verbs.> For example maybe your partner needs
to feel like they have a knowledge of the people that already participated.
> “Insights” are discoveries that you might be able to leverage when creating solutions.
> For example, you might have discovered the insight that your partner views events with audience participation more meaningful and attractive. take notes!
Re-frame the problem
Define the problem statement> This is the statement that you’re going
to address with your design, so make sure it’s juicy and actionable!
> It should feel like a problem worth tackling!
take notes!
Ideate: generate alternatives to test.
Generate alternatives to test
> Re-write the problem definition from the previous page. Have a second look at it.
> Now you are creating solutions to the new challenge you’ve identified.
> You have 5 minutes to sketch as many ideas as possible. GO FOR VOLUME!
> This is time for idea generation, not evaluation - you can evaluate your ideas later.
> Let’s see who of you can come up with at least 7 ideas! J
> Remember to be VISUAL - use words just when necessary to call out details.
> Try to sketch wildly different ways to address your problem statement!. Draw solutions
Share your solutions & capture feedback
> Now it’s time to share your sketches with your partner!”
> Partner A, share your sketches with Partner B first, and then I’ll tell you to switch after four minutes. Take notes of likes/dislikes to build on new idea, but also listen for new insights.
> This is not just about testing your ideas.> This is another opportunity to learn more
about your partner’s feelings and worldview. > Fight the urge to explain and defend your
ideas - see what they make of them!”> Spend the time listening to your partners
reactions and questions.
take notes!
Iterate based on feedback
Iterate based on feedback
> Now, take a moment to consider what you have learned both about your partner, and about the solutions you generated.
> From this new understanding of your partner and his or her needs, sketch a new idea.
> This solution may be a variation on an idea from before or something completely new.
> You are still addressing a problem statement your partner articulated, but you might point out that their previous problem statement may need to change to incorporate the new insights and needs they discovered.
> Try to provide as much detail and colour around your idea as possible.
> How might this solution fit into the context of your partner’s life?”
take notes!
Iterate based on feedback
> Now, take a moment to consider what you have learned both about your partner, and about the solutions you generated.
> From this new understanding of your partner and his or her needs, sketch a new idea.
> This solution may be a variation on an idea from before or something completely new.
> You are still addressing a problem statement your partner articulated, but you might point out that their previous problem statement may need to change to incorporate the new insights and needs they discovered.
> Try to provide as much detail and colour around your idea as possible.
> How might this solution fit into the context of your partner’s life?”
take notes!
Build your solution
> Create a physical prototype of your solution.> Try to create an experience that their partner
can react to (not only a static model).> MAKE something that your partner can
engage and interact with.> If your solution is a service or a system,
create a scenario that allows your partner to experience this innovation.
> Use whatever materials are available to you - including space!”
> Be scrappy and quick - you only have 7 minutes!!!”
Share your solution and get feedback
> Share your prototype with your partner :)> Validation of the prototype is not the point
- it should be an artifact that facilitates a new, targeted conversation.
> When you test, LET GO of your prototype, physically and emotionally.
> Your prototype is NOT PRECIOUS, but the feedback and new insights it draws out are!
> DON’T DEFEND your prototype; instead, watch how your partner uses and misuses it.
take notes!
Put all the prototypes in the center of the room J
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
PPlanB PLAN GO LIVEResearch
Personas
Problemdefinition
Filteringinformation
Prototyping
Testingwith users
BRIEF
Challengeor problem
Gatheringinformationaround the
problem area
Observations
Diagnosticworkshops
Designchallenge
Buildingsolutions
Generatingideas
Solutionadjusting
Data analysisand problem
definition
Buildingsolution
(prototypes)
Testing prototypes
and developingfinal solution
Solution ready for implementation
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
The way an adult learns
Any project always starts with the hair ball of possibilities
CONFIDENTIAL | Poznan | 2013
THE HAIR BALL OF POSSIBILITIES
An acceptable solution is usually found…
CONFIDENTIAL | Poznan | 2013
STRATEGY
CLIENT
…and then you launch your brilliant product/service!
CONFIDENTIAL | Poznan | 2013
STRATEGY
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.
Service Design Thinking
Marc Stickdorn — fall 2012
Buzzword Bingo Service Design Thinking Service Design Tools
CLIENT
Ups… something unexpected happens... Why?
CONFIDENTIAL | Poznan | 2013
STRATEGY
CONFIDENTIAL | Poznan | 2013
STRATEGYHuman-centred design process changes the way we innovate
CLIENT CLIENT CLIENT CLIENT
It is the inside (not outside) where magic happens
We start with individuals …trying to understand different points of view.
CONFIDENTIAL | Poznan | 2013
POINTS OF VIEW
TRANS-DYCYPLINARITY
It is the inside (not outside) where magic happens
…then comes empathy that changes the initial positions of a team members and opens for new way of thinking.
TRANS-DYCYPLINARITY
CONFIDENTIAL | Poznan | 2013
TEAM EMPATHY
It is the inside (not outside) where magic happens
…and we finish with a team that works out a non-expected
common sense solution.
The way an adult learns
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
EMPATHIZE
To create meaningful innovations, you need to
know your users and care about
their lives.
Empathy is the centrepiece of a human-centered design process.
Empathize mode is the work you do to understand people, within the context of your design challenge.
Putting human (consumer, user)
in the centre of any activities and being
driven by value we deliver.
USER
USER-CENTRED DESIGN
OBSERVATION SHADOWING
DIARIESSERVICE SAFARIS
BLOGS CO-CREATIVE WORKSHOPS
ETHNOGRAPHY CONTEXTUAL INTERVIEW
BECOMING THE USER
ObserveView users and their behaviour in the relevant context of their lives.
EngageTalk to people. Keep the conversation loosely. Always ask “Why?” to uncover deeper meaning
Watch and ListenAsk to show you how to complete a task. Physically go through the steps, and talk you through why they are doing what they do.
EMPATHIZE DEFINETo create meaningful
innovations, you need to know your users and care about their lives.
Framing the right problem is the only
way to create the right solution.
TRANSITION
You need to process all the things you heard and saw in order to understand the big picture and grasp the takeaways of it all.
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
The Define mode is all about bringing clarity and focus to the design space.
It is the chance to define the challenge you are taking on, based on what you have learned about your user and context.
DEFINE
Framing the right problem
is the only way to create the
right solution.
DEFINE
Framing the right problem
is the only way to create the
right solution.
How to help (whom?) .............................................................
solve a problem (with?) ………………..................................
...........................................................................................................................
to gain (effect) ……………………………………………….…………………..
Problem statement
DEVELOPIt’s not about coming up
with the ‘right’ idea, it’s about generating the broadest range
of possibilities.
TRANSITION
A well-scoped and -articulated point-of-view will lead you into ideation in a very natural way. Create a list of “How-Might-We?”
brainstorming topics that flow from your problem statement.
DEFINEFraming the right
problem is the only way to create
the right solution.
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
The Development mode it’s not about coming up with the ‘right’ idea, it’s about generating thebroadest range of possibilities.
Mentally it represents a process of “going wide” in terms of concepts and outcomes.
DEVELOP
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
DEVELOP
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
99 IDEAS IN 60 MINUTES :)
DEVELOP
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
FUEL YOUR CREATIVITY WITH TRENDS
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
DELIVERBuild to think and
test to learn.Testing is an opportunity
to learn about your solution and your user.
TRANSITION
Employ a process of considered selection, by which you bring multiple ideas forward into prototyping
and testing, thus maintaining your innovation vivid.
DEVELOPIt’s not about coming up
with the ‘right’ idea, it’s about generating the broadest range
of possibilities.
Storyboard
Paper prototyping
App mock-ups
Low-fi mock-ups
Carboard prototyping
Role playing
Service origami
Test it quick and cheap
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
The way an adult learns
EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create meaningful innovations, you need to
know your users and care about
their lives.
Framing the right problem
is the only way to create the
right solution.
It’s not about coming up with the ‘right’ idea,
it’s about generating thebroadest range of possibilities.
Build to think and test to learn.
Testing is an opportunity
to learn about your solution and your user.
DEFINENEEDS
NAMEPROBLEM
PROTOTYPEAND TEST
BUILDSOLUTION
„Design Thinking is a human-centeredapproach to innovation.”
Tim Brown, IDEO
The way an adult learns
“Learning is the process whereby knowledge is created through the transformation of experience.”
Dr David Kolb
Some books worth reading
