design for solving the right problem
TRANSCRIPT
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DESIGN FOR SOLVING THE RIGHT PROBLEM
Raine Qian
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HI, I AM RAINE QIAN
Mobile UI and UX designer
Manager of Product Design at Pivotal Labs
@RaineQian
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What is Design?
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It is a problem solving process that makes things better for people.
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What does a UX/UI designer do to solve
problems?
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Design thinking is the core skill that differentiates designers from
other professionals.
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Design Thinking Elements
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Generate Select
DIVERGENT THINKINGVS. CONVERGENT THINKING
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PROTOTYPING
VISUALIZATION
EVALUATION
SELECTION
UNCERTAINTY
ENVISIONING
IDEATION
FRAMING
CONTRAINTS
SYNTHESIS
10 ELEMENTS IN DESIGN THINKING
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PROTOTYPING
VISUALIZATION
EVALUATION
SELECTION
UNCERTAINTY
ENVISIONING
IDEATION
FRAMING
CONTRAINTS
SYNTHESIS
THE REAL PROCESS IS LESS ORDERLY
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What is a design problem?
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Not a pre-determined problem.
Not a design brief.01
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A DESIGN PROBLEM IS...
Interpreted during the design process by the designer.
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What is the RIGHT design problem?
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A real existing problem.
Correlated with goals and targeted users.
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THE RIGHT DESIGN PROBLEM IS...
Encompasses opportunities for positive change.
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CUSTOMERSREAL
PROBLEMS
GOALS
RIGHT UX SOLUTION
Target Need &Use Case
TargetProblem
TargetUser
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Why is it critical to identify the right problem?
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We can’t build one thing that does everything for everyone.
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We want to avoid creating a
beautiful wrong thing.
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THE SEGWAY
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How do we identify and solve the right problem?
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Critically look at the way in which the problem is stated.
Rethink the problem from a wider context
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CRITICAL THINKING
Raise questions: “What” “How” “Why”
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Framing both informs and limits the way we think.
Reframe the focus from functionality to UX to enable more possibilities.
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FRAMING AND REFRAMING
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CHALLENGING ASSUMPTIONS
Recognize that ideas are assumptions.
Never rely on assumptions.
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03 Explore methods for validation.
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RESEARCH-INFORMED DESIGNED
Generate empathy.
Select research types that align with your goals.
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03 Be flexible and learn on the go.
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QUALITATIVE (WHY) QUANTITATIVE (WHAT)
GENERATIVE Interviews Surveys
Usability Testing AnalyticsEVALUATIVE
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SYNTHESIS
Synthesis is emergent.
Synthesis is vital. It enables us to turn data into insights.
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STRATEGY & TACTICS
Design needs long term plans and actionable steps.
This helps your team think & stay on the same page.
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Story Time!
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THE PROJECT
A loyalty app redesign for a supermarket chain
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WHAT WENT WRONG?
Synthesis is missing during research.
Gap between the design solutions and the research findings.
Didn’t identify what is the right problem.
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OUR APPROACH
Look critically at existing problems
Reinvestigate existing problems from all perspectives
Further validate assumptions with research
Strategize design solutions
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THE PROJECT
Carnival cruise wanted a mobile solution to enhance the guest cruise experience.
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THE DESIGN PROBLEM?
How will user benefit from the app?
What can we leverage from mobile?
What is the right problem we should focus on?
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ON-SITE GENERATIVE RESEARCH
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“The app is awesome! We are using chat a lot, to locate friends and family, and to plan
when and where to meet up. :) ”
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Train your design thinking muscle to see the right problem that others can’t. Make a positive impact by
solving the right problem.
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Thank you!
@RaineQian