Design Thinking

PERSONASwith

How to really innovate any business problem or need?

You have a business need?

Business

But, consumers have needs too

Consumer

Design Thinking is framework to innovate and think different

The Design Thinking journey begins with really understanding the customer…..

http://www.designkit.org/

The Design Thinking journey begins with really understanding the customer…..

Design ThinkingPhase

Traditional project management

Phase

Customers need

Business need

Explore

Externalise

Evolve

Define your business problem

Your need

Discover

CrystallizeAnalysis/ideation

Prototype

Implementation

Brid

ge th

e ga

p vi

a in

sigh

t

Explore –go out into the world

Source: Adapted from Second Road (www.secondroad.com.au/)

Iterating

To bridge these needs requires a new way of thinking

And it starts with the consumer

Customers what are they thinking, doing and feeling?

Do we have the technology/

Process need?

Does businessmodel/case

make sense?

Looks at

Feasibility of an idea

looks at

Viabilityof an idea

Source: Adapted from IDEO (www.IDEO.com)

looks at

Desirability of an idea

START HERE

(i.e. not “market research” but contextual/ ethnographic research)

…I mean really understand the customer – by going out into their world…

Why?

To build empathy with our customers

Empathy requires you recognise and understand another’s point of view

Best way to do this is with a persona

An archetype

(i.e. model of a person, an ideal example)

personas are more then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy.

More importantly their motivation or intentions.

BUT…

So, what do we need to look for when we create our personas?

We need to know what they are…

Thinking

Thinking

Doing

Thinking

FeelingDoing

Thinking

FeelingDoing

in order to build...

Think

FeelDo

Empathy

Think

FeelDo

Empathy

Insight

Think

FeelDo

Empathy

Opportunities

Insight

Think

FeelDo

Empathy

Opportunities

Insight

New business ideas

Think

FeelDo

Empathy

Opportunities

Insight

New business ideas

Prototype

Think

FeelDo

Empathy

Opportunities

Insight

New business ideas

Prototype

Look, listen and try it out

with our persona

Think

Do

Empathy

Opportunities

Insight

New business ideas

Prototype

Feel

Look, listen and try it out

with our persona

Tool to help with working out these new business ideas, we prototype so see what works

Why prototype?

Building prototype(s) helps us quickly learn about the idea and identify what to refinement opportunity are need - thus creating an

optimum result.

If we have that, we have a…

There are also “design methods” you can use…Method to inspire us, help us come up with ideas, help us implement ideas.

They help us with questions like…•How do I conduct interviews with my segment? •How do I really get to understand their actions, feeling and thoughts? •How to turn learning's and insight to opportunities? •How do I make my ideas reality?

How Might WeEvery problem is an opportunity for design. By framing your challenge as a How Might We question, you’ll set yourself up for an innovative solution.

Interview

A way to understand the hopes, desires, and aspirations of those you’re designing for than by talking with them directly.

Design Principles

Guardrails of your solution—quick, memorable recipes that will help keep further iterations consisted

INSP

IRA

TIO

NID

EATI

ON Create a Concept

A more polished and complete than an idea. It’s more sophisticated, it’s something that you’ll want to test with the people

Prototype

A chance to run your solution for a couple weeks out in the real world.

IMPL

EMEN

T PilotA longer-term test of your solution and a critical step before going to market

Examples of design methods..

Method cards: design tools

Card sorting and affinity diagram

Raw data points observed from interview

Grouping insight into patterns

Develop design principles to ideate

1. Customers enquiries into data points2. Data into patterns3. Patterns into insight4. Insight into design principles

Design principles provide you the constrains your solution should take into account

(e.g. Steve Jobs & mouse)

Learn more…HCD Toolkit

A step-by-step guide to the elements of human-centered design

http://www.designkit.org/resources/1

http://www.ideo.com/

http://www.designkit.org/

THANK YOUfrankichamaki.com