design is not about aesthetic design is not about a single event

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Page 1: Design is not about Aesthetic Design is not about A single event
Page 2: Design is not about Aesthetic Design is not about A single event

Design is not about Aesthetic

Page 3: Design is not about Aesthetic Design is not about A single event

Design is not about A single event

Page 4: Design is not about Aesthetic Design is not about A single event

Design is not about A Product

Page 5: Design is not about Aesthetic Design is not about A single event

Design is A Process

Page 6: Design is not about Aesthetic Design is not about A single event

We aim for this

Page 7: Design is not about Aesthetic Design is not about A single event

What we do at the d.school

Page 8: Design is not about Aesthetic Design is not about A single event

Helping schools with design thinking

Page 9: Design is not about Aesthetic Design is not about A single event

Embrace d.Light designs

Designing for Extreme affordability

Page 10: Design is not about Aesthetic Design is not about A single event
Page 11: Design is not about Aesthetic Design is not about A single event

A design process

Page 12: Design is not about Aesthetic Design is not about A single event

Focus of today

EMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & TESTgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Page 13: Design is not about Aesthetic Design is not about A single event

Mini Project for today

Improve the car maintenance experience

Page 14: Design is not about Aesthetic Design is not about A single event

Mini Project for today

Improve the car maintenance experience . . .for Erica, for JohnEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Page 15: Design is not about Aesthetic Design is not about A single event

For today: Select your user

Design with him or her in mind

Erica:The truck owner

John:The mechanic

Page 16: Design is not about Aesthetic Design is not about A single event

Now: Play the role of an “imposter” ethnographer. Do some accelerated empathy work.

Note what is important to Erica and John

Erica:The truck owner

John:The mechanic

Page 17: Design is not about Aesthetic Design is not about A single event
Page 18: Design is not about Aesthetic Design is not about A single event

What’s important to Erica

To feel empowered“It makes me feel

good” (to drive up in the big

truck) To trust her mechanic“I have to trust,

I have no other choice”

To appear knowledgeable

“I don’t want to look dumb,

or sound dumb”

To learn“I wish they would let me

go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do

and just do it”

Page 19: Design is not about Aesthetic Design is not about A single event
Page 20: Design is not about Aesthetic Design is not about A single event

What’s important to John

To build relationships

with customers“I love the

clientele… familiar faces that come

back time and time again comprise

80% of my enjoyment of my

job.”

To be trusted“You think you had a good reputation, but it wears on you

when people question you.”

To tackle a challenging problem

“Watching it drive out of the driveway with no problem at all”

“I listen to Car Talk on my day off to listen to peoples’

gripes and see if I can get the answer.”

To service knowledgeable

clientele“They understand stuff, so it’s not a

big battle”

Page 21: Design is not about Aesthetic Design is not about A single event

Mini Project for today

Improve the car maintenance experience . . .Respond to a specific needEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Page 22: Design is not about Aesthetic Design is not about A single event

Brainstorm to create design solution possibilities

Respond to the needs to you found in through empathy

Erica:The truck owner

John:The mechanic

Page 23: Design is not about Aesthetic Design is not about A single event
Page 24: Design is not about Aesthetic Design is not about A single event

What’s important to Erica

To feel empowered“It makes me feel

good” (to drive up in the big

truck) To trust her mechanic“I have to trust,

I have no other choice”

To appear knowledgeable

“I don’t want to look dumb,

or sound dumb”

To learn“I wish they would let me

go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do

and just do it”

Page 25: Design is not about Aesthetic Design is not about A single event

In the context of car maintenance,How might we enable Erica . . .

To feel empowered

To trust her mechanic

To appear knowledgeable

To learnTo be independent

Page 26: Design is not about Aesthetic Design is not about A single event

To build relationships

with customers“I love the

clientele… familiar faces that come

back time and time again comprise

80% of my enjoyment of my

job.”

To be trusted“You think you had a good reputation, but it wears on you

when people question you.”

To tackle a challenging problem

“Watching it drive out of the driveway with no problem at all”

“I listen to Car Talk on my day off to listen to peoples’

gripes and see if I can get the answer.”

To service knowledgeable

clientele“They understand stuff, so it’s not a

big battle”

What’s important to John

Page 27: Design is not about Aesthetic Design is not about A single event

To build relationships

with customers

To be trusted

To tackle a challenging problem

To service knowledgeable

clientele

In the context of car maintenance,

How might we enable John . . .

Page 28: Design is not about Aesthetic Design is not about A single event

In the context of car maintenance,

To feel empoweredTo appear

knowledgeableTo trust her mechanic

To learnTo be independent

Select One Need for Your User

Brainstorm in Team: 12 minutes

To tackle a challenging problemTo be trusted

To build relationships with customers

To service knowledgeable clientele

HMW enable Erica . . . HMW enable John . . .

Page 29: Design is not about Aesthetic Design is not about A single event

Mini Project for today

Improve the car maintenance experience . . .Develop and test solutionsEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Page 30: Design is not about Aesthetic Design is not about A single event

Why Prototype and Test?

BUILD TO THINK

LEARN AND ADVANCE YOUR IDEA QUICKLY

CHANGE THE CONVERSATION

GET YOUR USER’S REACTION

Page 31: Design is not about Aesthetic Design is not about A single event

Selection :: Post-Brainstorm

THERE IS NO ‘BEST’ IDEA

DON’T EDIT BASED ON FEASIBILITY YET

MAINTAIN YOUR INNOVATION POTENTIAL

Page 32: Design is not about Aesthetic Design is not about A single event

Selection :: Post-Brainstorm

MAINTAIN YOUR INNOVATION POTENTIAL

Carry multiple ideas forwardConsider these selection criteria:

The Rational ChoiceThe DarlingThe Most MeaningfulThe Long Shot

Page 33: Design is not about Aesthetic Design is not about A single event

Prototyping Activity

WITH YOUR OWN TEAMSelect two of your design solutions:Take 8 minutes to develop and sketch these solutions

Page 34: Design is not about Aesthetic Design is not about A single event

Get Feedback

PAIR UP WITH ANOTHER TEAM (Find someone working with the other POV)Test your ideas with your partner.Partner: play the role of Erica or John as you are giving feedback.4 minutes for each share/test, then switch.

Page 35: Design is not about Aesthetic Design is not about A single event

Share your results :: Headline!

Share an idea you sketched.What was the feedback?Where would you take it?

Page 36: Design is not about Aesthetic Design is not about A single event

Takeaways• Empathy

– Get outside your team– Empowered to be an ethnographer– Interview tips/insights– Dig for MEANING

• Brainstorm– Create innovation potential with quantity and diversity – Brainstorm rules– Selection criteria—maintain innovation potential

• Low res prototyping– Build to think

• Testing with user– Try it out– Get outside your team

Page 37: Design is not about Aesthetic Design is not about A single event