aspire professional camp - intro to design thinking
TRANSCRIPT
A PRACTICAL INTRODUCTION TO DESIGN THINKING
14 July 2017, Poiana Brașov for ASPIRE ProfessionalFacilitated by Tudor Juravlea & Dragos Gavrilescu
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DESIGN THINKING SOCIETYI N T R O D U C I N G
We are a team of innovation faci l i ta tors w ith dif ferent backgrounds .
Our main goa l is to help ou r cl ients des ign a better fu tu re .
M A G D A R O P O T A N D R A G O S G A V R I L E S C U A L I N A B A N U L E A S A T U D O R J U R A V L E A
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WHAT IS DESIGN THINKINGDesign thinking refers to the use of designer ' s methods to match people ' s needs wi th what i s
technological ly feasible and also v iable as a business st rategy and opportuni ty .
people's needs
feasibletechnology viable
business
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H e r b e r t A . S i m o n R o b e r t M c K i m B r y a n L a w s o n P e t e r R o w e
” d e s i g n w a y o f th i n k i n g ”
i n ” Th e S c i e n c e s o f th e
A r t i f i c i a l ”
1 9 6 9
” d e s i g n e n g i n e e r i n g ” i n
“ E x p e r i e n c e s i n V i su a l
Th i n k i n g "
th e a r c h i te c tu r e b o o k
” How Designers Think”
“ D e s i g n Th i n k i n g ”
m e th o d s a n d a p p r o a c h e s
1 9 7 3 1 9 8 0 1 9 8 7
A HISTORY OF DESIGN THINKING
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R o l f F a s t e D a v i d M . K e l l e yT i m B r o w n
T o m K e l l e yB i l l M o g g r i d g e
M i k e N u t a l l i
N O W
Te a c h i n g " d e s i g n
th i n k i n g a s a m e th o d o f
c r e a t i ve a c t i o n . ” a t
S ta n f o r d U n i ve r s i t y
1 9 8 0 - 1 9 9 0
ID E O w a s f o u n d e d
U se d w o r ld w i d e b y a
f e w l e a d i n g c o m p a n i e s
a n d s ta r tu p s
1 9 9 1 2 0 1 7
A HISTORY OF DESIGN THINKING
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DESIGN THINKINGIS HUMAN CENTRIC
Start by empathizing
- identify who your customers are- discover attitudes, behaviors, needs- identify opportunities and problems to solve.
Generate and prioritize ideas
- design for moments of delight and usefulness- prioritize ideas by considering customer value,
business value and feasibility.
- test with real people, all the time- change, adjust and implement
from the feedback you gather
Iterate, refine and validate
IMMERSION ITERATIONIDEATION
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DESIGN THINKING IS ITERATIVE
D I S C O V E ROb se r v e a nd l e a r n f r o m
y o ur r e a l custo m e r s
D E F I N ESy nthe s i z e y o ur f i nd i ng s a nd f r a m e the p r o b l e m
to b e so l v e d
I D E A T EF o r m ul a te a s m a ny i d e a s
a nd f i nd a s m a ny o p p o r tun i t i e s y o u ca n
P R O T O T Y P EPr i o r i t i z e i d e a s ,
p r o to ty p e the m f a sta nd v a l i d a te the m
A question, a visionor statement of intent
A clear opportunity orproblem to be solved
A functioning and proven concept
Solving the right problem Solving the problem right
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IMMERSION & RESEARCH
Qualitative
Quantitative
Attitudinal Behavioral
Focus groups
User interviews
Participatory design
Why & How?
How many?
Usability testing
Field Studies
Prototyping
Analytics
Sales results
Surveys
Customer support
What they say they do. What they actually do.
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“ M o s t p e o p l e d o n ’ t l i s t e n w i t h
t h e i n t e n t t o u n d e r s t a n d .
T h e y l i s t e n w i t h t h e i n t e n t
t o r e p l y . ”
S t e p h e n R . C o v e y
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Brené Brown on Empathy
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Write down what you believe you already know about your users.Write down what you don’t know but you want to find out.Create a list of questions that you want to ask.
A L W A Y S P L A N Y O UR R E S E A R C H
Don’t be judgmental, Don’t ask leading questions, Don’t ask yes / no questions,Don’t ask compound questions, Don’t allow one person to dominate,Don’t get invested or pose as an expert
E M P A THIZ E
Try to find patterns and recurring themes.Be aware of the mental models and behaviors.Always ask why and go back to research,
W R ITE D O W N A ND R E C O R D E V E R Y THNG
INTERVIEWS AND FOCUS GROUPS
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DON’T OPEN YOURWORKBOOKSJUST YETJ US T M A KE S UR E Y O U HA V E THE M
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INTERVIEWS
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INSIGHT
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GO WILD
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ITERATE
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CONCLUSIONS
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DESIGN METHOD BOOKS
Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions by Bruce Hanington and Bella Martin
101 Design Methods: A Structured Approach for Driving Innovation in Your Organization by Vijay Kumar
The Designing for Growth Field Book by Jeanne Liedtka, Tim Ogilvie, Rachel Brozenske
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Q&A
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T U D O R J U R A V L E A+ 40744447777
tud o r @d e s i g nth i nk i ng so c i e ty .co m
D R A G O S G A V R I L E S C U+ 40744675605
d r a g o s@d e s i g nth i nk i ng so c i e ty .co m
THANK YOU!