Design thinking (ux australia)
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Transcript of Design thinking (ux australia)
Design Thinking Is this our ticket to the big table?
Iain Barker Principal, Meld Studios
Business community
Design community
…design thinking…
WTF
“Design is not art; it is about pragmatic compromise rather than perfection.”
Bill Buxton, Principal Scientist at Microsoft Research
“There's something odd going on when business and political leaders flatter design with potentially holding the key to such big and pressing problems, and the design community looks the other way.”
Kevin McCullagh http://www.core77.com/blog/featured_items/design_thinkingeverywhere_and_nowhere_reflections_on_the_big_re-think__16277.asp
“For now, the business community seems to have the ball, and it's running with it. But designers can't afford not to be a part of this conversation. If you opt out, the purpose and value of the wider discipline of design is going to get twisted and subverted by well-meaning individuals who don't know what they're talking about. Designers, surely, need to be at the heart of the design thinking discussion.”
Helen Walters http://www.businessweek.com/innovate/next/archives/2010/04/design_week_van.html
“Design thinking is an approach that uses the designer’s sensibility and methods for problem solving to meet people’s needs in a technologically feasible and commercially viable way. In other words, design thinking is human-centered innovation.”
Tim Brown http://www.ideo.com/thinking/approach/
“[Design thinking] means stepping back from the immediate issue and taking a broader look. It requires… …systems thinking… …deep immersion into the topic… …tests and frequent revisions… …done in groups… Perhaps the most important point is to move away from the problem description and take a new, broader approach.”
Don Norman http://www.core77.com/blog/columns/design_thinking_a_useful_myth_16790.asp
Familiar
Empathy Collaboration Prototyping Iteration Broader context
It isn’t all so familiar
Innovation not optimisation
Solving problems, not designing interactions
Advocated by businesses, not designers They use terms like “abductive
reasoning” and “synthesis”
“The most successful businesses in the years to come will balance analytical mastery and intuitive originality in a dynamic interplay that I call design thinking. Design thinking is the form of thought that enables forward movement of knowledge, and the firms that master it will gain a nearly inexhaustible, long-term business advantage.” Roger Martin: http://www.businessweek.com/innovate/content/ oct2009/id20091014_072850_page_2.htm
“…the prescription is not to embrace abduction to the exclusion of deduction or induction, nor is it to bet the farm on loose abductive inferences. Rather, it is to strive for balance. Proponents of design thinking in business recognise that abduction is almost entirely marginalised in the modern corporation and take it upon themselves to make their companies hospitable to it.”
Roger Martin From The Design of Business
Analytical
Intuitive
Intuitive
Analytical
Analytical Intuitive
“I now believe that CEOs and managers must know Design Thinking to do their jobs. CEOs must be designers and use their methodologies to actually run companies. Let me be even more precise. Design Thinking is the new Management Methodology.”
Bruce Nussbaum, http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2007/06/ceos_must_be_de.html
Designer Researcher
“I now believe that CEOs and managers must know Design Thinking to do their jobs. CEOs must be designers and use their methodologies to actually run companies. Let me be even more precise. Design Thinking is the new Management Methodology.”
Bruce Nussbaum, http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2007/06/ceos_must_be_de.html
“…long live the phrase "design thinking." It will help in the transformation of design from the world of form and style to that of function and structure. It will help spread the word that designers can add value to almost any problem, from healthcare to pollution, business strategy and company organization...”
Don Norman http://www.core77.com/blog/columns/design_thinking_a_useful_myth_16790.asp
“…When this transformation takes place, the term can be put away to die a natural death. Meanwhile exploit the myth. Act as if you believe it. Just don't actually do so.”
Don Norman http://www.core77.com/blog/columns/design_thinking_a_useful_myth_16790.asp
Are businesses really interested in design thinking?
The figures are compelling
Shares in design-led businesses outperform key stock market indices by 200%
Where design is integral, less than half of businesses compete mainly on price, compared to two thirds of those who don’t use design
On average, design alert businesses increase their market share by 6.3% through using design
More at http://www.designfactfinder.co.uk/
Channels/Touchpoints
Product strategy
Business strategy
Traditional business
values
“We don’t know enough to commit our ideas to paper yet.”
“What if my manager sees them? I haven’t decided they’re right yet.”
Traditional business values Driving e!ciencies Avoiding risks Not looking stupid Looking busy at all times Short-term success Respecting hierarchy Following procedure Providing full traceability Numbers rule
Design values Empowerment Experimentation Visualisation Subverting hierarchy Fail fast Reflection Collaboration Honest critique
Design thinking
Business consultants
Market researchers
User experience designers
Meld Studios
“That’s the worst thing you could possibly do!”
“That is far too complicated. It makes the current solution look good.”
“That would make me actively discourage my clients from using it.”
Design space
Meld Studios
Meld Studios
Design thinking
User experience designers
?
Design thinking
User experience
design
Do you…
a) Tell them that you don’t do “design thinking” b) Tell them that what they’re after isn’t actually
called design thinking and that they should refer to it as design strategy, or something we’re far more comfortable with, or else you won’t do the work
c) Ask them when they want you to start
Thoughts or questions?
Iain Barker, Principal, Meld Studios [email protected]