WELCOME to @SAPInsideTrack 2012 in Eindhoven, NL Infusing Design Thinking
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WHAT WE EXPECT Be open. Do it. Try it out.
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WHY WE DO THIS To meet the user’s needs.
USE THE WHOLE SPACE. Do not limit yourself to the white board.
Active participation by everyone
Be VISUAL
DESIGN THINKING
TIME-BOXING – yes, you will not have
enough time
Please – minimal use of cell phones,
computers, iPads
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Things to Remember
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DESIGN THINKING
Create Innovation by combining the right PEOPLE, the needed SPACE and
a supporting PROCESS.
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THERE IS NO MAGIC.
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AND IT’S NOT ABOUT LUCK.
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THE RIGHT PEOPLE.
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NO LONESOME RESEARCH.
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INTERDISCIPLINARY TEAMS of T-shaped people.
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DIFFERENT MINDSETS & EXPERIENCES.
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THE NEEDED SPACE.
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FLEXIBLE ENVIRONMENT
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THE TEAM SPACE IS YOURS
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THE SUPPORTING PROCESS.
THE DESIGN THINKING APPROACH
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SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360°
RESEARCH
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CURIOSITY & WILLINGNESS TO LEARN.
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BE A CHILD.
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FAILURES ARE ALLOWED and a great opportunity to learn.
focus of the solution
quick research to validate
shift the project focus if necessary
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plan the project, based on the phases
of the Design Thinking approach
SCOPING
What are you trying to achieve?
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360° RESEARCH go out of the building.
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360° RESEARCH
Research, discover, explore and capture
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Find key insights
Find the real expert
Gain empathy for the users
Understand stakeholders
Gather market information
Research analogous situations
Research adjacent situations
Do field research to understand users
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360° RESEARCH
Understand stakeholders Understand their expectations and
motivations
map out their relationships to each
other and to the project goals.
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360° RESEARCH
Is the market big enough?
What will be your unique selling
proposition?
Your competitive advantage?
Gather market information
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Consider analysts and thought
leaders
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360° RESEARCH
with the people for whom you are
designing
Do field research to understand users Here are some methods and tools to choose:
Interviews and in context observations:
to get answers to specific questions
Ethnographic studies: great to collect
data on peoples’ culture and contexts
Make tools: great for collective
creativity
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FIELD RESEARCH
How you ask matters
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Leading questions are ineffective.
Open-ended questions ‘what’, ‘why’,
‘how’, ‘when’, ‘where’, ‘who’ provide
insights.
Example Questions:
What do you use to purchase your tickets?
How do you know which bus or train to
take?
Can you describe step by step how you
reach your goal?
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FIELD RESEARCH
Body language, listening, observation
Show visible signs of empathy.
Observe the users:
Do they look confused, nervous,
delighted?
Let them finish their thought.
Collect artifacts
What is the artifact and who uses it?
Who creates it and who receives it?
How is it used, reused, misused?
Why do they use it this way?
What to do when you are with your end users
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FIELD RESEARCH
If you return early, do not try to connect the dots and do not
jump to conclusions, yet.
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SYNTHESIS Understand & gain insights
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SYNTHESIS
Understand and gain insights Part one
Storytelling
Capturing key points
Identifying user roles
Clustering and prioritization
Part two
Looking at the needs and motivations
Creating personas/a POV
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SYNTHESIS
Storytelling
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Make a list of users you saw
Describe what you heard and observed
Try not to (mis)interpret or judge and
indicate if you make an assumption
As the audience, try to note down all
important details on post-its
Be visual
Put one statement per post-it and
articulate the statements clearly so that
they are understandable without other
context.
Use one color per user to have a
reference.
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THE ART OF STRUCTURING YOUR INSIGHTS.
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THE ART OF STRUCTURING YOUR INSIGHTS.
SYNTHESIS
Creating personas Personas are fictional characters created to
represent user types.
They are useful in considering the goals,
desires, and limitations of the users to help
to guide design decisions.
Personas put a personal human face on
otherwise abstract data about customers
Your persona description might include:
name and picture
demographics like age, education
needs and tasks
goals and aspirations
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SYNTHESIS
Coming up with a POV POV = User + Need + Insight
The Point of View is one sentence that
creates an image in your mind. Based on
an understanding of a user group and an
insight into a specific need, it narrows the
focus and makes the problem specific.
Template:
[Attributed user] needs (to) [Position]
because [Insight]
Example:
The Department Supervisor needs time with
customers, since knowing who they are
enables her to optimize her ordering plan.
Point of View
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IDEATION find ideas & go for quantity.
The goal is to generate as many ideas as
possible
At this point the team starts to imagine
possibilities
Do not check for feasibility and viability at
the beginning of ideation, this is done later
during prioritization
IDEATION
Ideation is about brainstorming ideas
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Creating Choices
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Validate and validate your ideas.
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VALIDATION & ITERATION
Take your idea, re-visit end users
and take them through a scenario that
shows how to reach the goal with the
new solution.
Listen carefully to what they say.
Create a storyline to show how a user
employs the solution to reach the goal
Capture and later synthesize all feedback
Ideate how the feedback can be worked
into the next iteration of your solution
Get feedback from end users
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PROTOTYPE make ideas tangible.
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PROTOTYPING
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Fail early, fail often A first or preliminary model of something.
Prototypes may show what something looks or
feels like, or how it operates.
Prototypes make things tangible.
It is made to test other peoples’ reaction, and to
help you learn and gain insights into what your
ideas mean to the people you are designing for.
The better it looks, the more narrow the
feedback.
Failure is simply part of understanding
and improving.
Different types of prototyping.
PROTOTYPING
Storyboards
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Visualize your solution
make it tangible by sketching it out
Storyboards help viewers to share the
holistic experience a user of a product
or service might go through.
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PROTOTYPING
Low fidelity Mockups
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Demonstrate Functionality,
(Look)&Feel of your Solution
Compose low fidelity mockups by
using traditional material.
Don‘t try to be too perfect. “Key
functionality and screen flow is key,
rather than finalized screenshots.“
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CONSTRUCTIVE FEEDBACK CULTURE.
THANK YOU Eindhoven
Now you are all
”Infused with Design Thinking”
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