Design Thinking

Presented by: Maria Attarian Helen Kontozopoulos Anna Kop

Overview

• Herbert A. Simon: The Sciences of the Artificial (1969)

Robert McKim: Experiences in Visual Thinking (1973)

Peter Rowe: Design Thinking (1987)

"Design Thinking": David M. Kelley, founder of IDEO (1991)

• Design thinking is defined as combining empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality in analyzing and fitting various solutions to the problem context

Our example: dashDB

• What is it?

Powerful and agile data warehousing solution on the cloud.

• What it can do

Data visualization and data analysis.

• Why dashDB

Simplicity, rapid cloud provisioning, optimized for analytics, built-in analytics

• Who will be using it

Data scientists, data analysts, business analysts

Design Thinking in a nutshell

Start with 6 experiences

Pain Points

Step 1

Choose 1 persona

• Criteria (age, skills, education, etc.)

• What do they do in their work?

• What are their goals?

• What are their motivations and needs?

• Apply the persona to IBM dashDB

Step 2

Create User Cases

• How will the persona use IBM dashDB?

• Examples: Draw the story!

Step 3

Empathy Map

Step 3

As-is

Step 3

Step 4

• Apply your persona to a problem!