DESIGN THINKING BOOTCAMP{The Praxis of}

@MetaMikeBiggs

#GADESIGNTHINKING

A BIT ABOUT ME

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Mike Biggs

Instigator, Digital Strategist, Product Innovator, Management Consultant, Agilist, Lean UXer….. essentially a T-shaped person.

Places and projects:

▫︎Currently work at ThoughtWorks

▫︎Previously worked in digital agencies, NSW Government, Freelance..

▫︎Clients (past & current) include: CommBank, Vodafone, Macquarie Bank, Perpetual, Toshiba, MTV, VMware, The Rocks/Darling Harbour Precincts, Gatorade…

▫︎ Interesting stuff I’ve done: an Instagram rip-off, Hackathon Mentoring, Smart forms (that’s right, forms are interesting!), Soccer viewing iPad app.

A BIT ABOUT YOU

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Tell me about yourselves:

▫︎Developer vs design folk

▫︎Delivery vs business people

▫︎New vs seasoned

WHAT YOU’LL LEARN

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▫︎The format for the sessions.

▫︎A very short history.

▫︎What is Design Thinking?

▫︎Process.

▫︎The Workshop bit. (not included here)

CURRENT / HISTORICAL STATE OF PLAY:

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▫︎Waterfall

▫︎Analysis

▫︎Strategic Planning (guesses)

▫︎Big Data

Design is a verb.

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WHAT IS DESIGN THINKING?

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▫︎It’s about strategic innovation.

▫︎Finding earlier points for exaption to occur, less about incremental improvement.

▫︎..and to get there, the focus is on exploration, as opposed to exploitation.

▫︎Another way to look at it: It’s about the art of looking for and listening to views and insights that are not obvious.

▫︎Escape, search. (CVS 2 BVS concept)

▫︎Artisanry: the craftsman is the user. Also affords tight feedback loop.

WHAT IS DESIGN THINKING?

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▫︎Synthesis vs Analysis. Six Sigma is about analysis.

▫︎The Design Thinking framework is essentially cultural, if successfully embedded into an organization.

▫︎Helps you to find the right thing to scale- hence avoiding scaling the wrong thing. I.e. scaling the unprofitable.

WHAT IS DESIGN THINKING?

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ISO 9241-210 Human Centred Design

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[1] defines user experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service".

OBLIGATORY VENN DIAGRAM

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Where do insights come from?

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THE DESIGN PROCESS

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The Double Diamond:

THE DESIGN THINKING IN [SOME] CONTEXT

THE DESIGN THINKING PROCESS

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Minimum Viable Product

=MVP

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THE DESIGN THINKING PROCESS

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Types of MVP

▫︎Exploration - An interaction with the customer which focuses on investigation. A probe.

▫︎The Pitch - A proposal to the customer which purports to solve a particular problem which we have defined as worth solving for them. Designed to illicit a confirmation that this is indeed a problem they want solved.

▫︎The Concierge - A lightweight and manual method of delivering the solution. The most obvious here is delivering content as the product, via email.

▫︎A prototype - Simple and testable model designed to get feedback from the customer. Real of faked.

THE DESIGN THINKING PROCESS

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▫︎ Exploration ▫︎ The Pitch ▫︎ The Concierge ▫︎ A prototype

THE DESIGN THINKING DETAIL

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Empathise:

Methods:

▫︎ Empathy mapping (good starting point)

▫︎ Ethnographic research

▫︎ User diaries

▫︎ Interviews

Outputs:

▫︎ Empathy Map

▫︎ User stories & personas

▫︎ Tasks

▫︎ Mental Models

Software / Tools to try:

▫︎ My Service Fellow.

▫︎ Smaply

DIVERGENT

EXAMPLE: EMPATHY MAPPING

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EXAMPLE: ETHNOGRAPHIC RESEARCH

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THE DESIGN THINKING DETAIL

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Define

Methods:

▫︎ Distil and define problems from research phase.

▫︎ 4 W Problem Framing.

▫︎ Test and validate.

Outputs:

▫︎ List of validated problems.

▫︎ A shortlist of opportunities.

▫︎ Value proposition in support of problems.

Software / Tools to try:

▫︎ Smaply

▫︎ Blankcanvas.io

▫︎ Lean Startup Validation Board

EXAMPLE: PROBLEM STATEMENT

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Background: The act of giving and receiving flowers is a process which is still rooted in legacy methods. With an increasing focus on digital as an expected enabler for consumers, along with a cultural decline in phone and physical sales, there is an opportunity to support customers in this type of exchange.

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Problem: With a decrease in face to face store patronage, and traditional phone ordering not appealing to the young and modern, how might we improve access and the experience of sending flowers to someone?

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THE DESIGN THINKING PROCESS - RECAP

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Problem Statement

HOW / WHY LADDER

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▫︎One last sanity check on your problem statement.

▫︎You probably have a line which includes the phrase ‘How might we”

▫︎As a group, focus on that phrase and now ask:

▫︎Why, why, why (takes you up)

▫︎How, how, how (takes you deeper)

▫︎Why, why, why (takes you up)

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▫︎Current “How might we” statement.

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▫︎How, how, how (takes you deeper) !

▫︎ 15 Mins

HOW / WHY LADDER

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THE DESIGN THINKING DETAIL

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Ideate

Methods:

▫︎ Collaborative Sketching Design Session

▫︎ Crowdsource Ideas to solve problem statement (is this innovation?)

▫︎ Problem Decomposition ▫︎ By User Sequence of Actions

▫︎ By User Needs

▫︎ By Functions

Outputs:

▫︎ Product/ Service Ideas

▫︎ Future-State customer/user flows

▫︎ Business Model Ideas

▫︎ Feature and or Interface Ideas

▫︎ Future State Eco-systems

Software / Tools to try:

▫︎ Basecamp / Jira / Confluence / Trello /

▫︎ smaply

▫︎ Don’t use software in this stage !

We’re generating & synthesising raw material.

DIVERGENT

EXAMPLE: COLLABORATIVE DESIGN

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EXAMPLE: CROWDSOURCING IDEATION AND INNOVATION

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http://www.boardofinnovation.com/list-open-innovation-crowdsourcing-examples/

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EXAMPLE: PROBLEM DECOMPOSITION

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EXAMPLE: PROBLEM DECOMPOSITION

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EXAMPLE: PROBLEM DECOMPOSITION

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THE DESIGN THINKING DETAIL

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Prototype

Methods:

▫︎ Paper prototyping (basically the same as sketching)

▫︎ Digital Wireframing

▫︎ Visual Design Concepts

Outputs:

▫︎ Physical, paper, wireframes, etc etc as prototypes.

▫︎ Service Blueprint

Software / Tools to try:

▫︎ Invision invisionapp.com

▫︎ Prototyping on paper (https://popapp.in

▫︎ Wordpress hosted or self hosted

EXAMPLE: PAPER PROTOTYPES

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EXAMPLE: WIREFRAME

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THE DESIGN THINKING DETAIL

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Test

Methods:

▫︎ Hallway testing (guerrilla, coffee shop)

▫︎ Formal User Testing

▫︎ Explicit understanding and use of metrics

Outputs:

▫︎ New insights (if the goal is to learn)

▫︎ Quantitative metrics (if the goal is to validate to build/scale)

Software / Tools to try:

▫︎ usertesting.com

▫︎ http://www.loop11.com/

We’ve actually been testing all the way along…

So a test ‘phase’ doesn’t really make sense.

Testing is an ongoing activity

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THE DESIGN THINKING PROCESS - RECAP

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SOME THOUGHTS IN CLOSING

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SOME THOUGHTS IN CLOSING

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SOME THOUGHTS IN CLOSING

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YOU’RE ONE OF US NOW..

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TOOLS & RESOURCES

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▫︎ http://www.myservicefellow.com/

▫︎ smaply.com

▫︎ schoolofthinking.org.au

▫︎ CVS 2 BVS

▫︎ GBB (Good, Bad, Better)

▫︎ Management / Systems Experts: W Edwards Deming, Peter Drucker

▫︎ Cynefin Framework: http://en.wikipedia.org/wiki/Cynefin and http://cognitive-edge.com/library/more/video/introduction-to-the-cynefin-framework/

▫︎ Service Design Book: “This is service Design” http://www.thisisservicedesignthinking.com/ Includes some info about the book and some great downloadable templates.

▫︎ LeanUX http://www.amazon.com/Lean-UX-Applying-Principles-Experience/dp/1449311652

▫︎ http://www.typeform.com/ Typeform- excellent survey tool with outstanding mobile experience. Free for basic product use.

▫︎ mockflow.com < I use this one- cheap, good and you can share wireframes with clients/stakeholders remotely

▫︎ loop11.com < allows you to remotely track how a user response to a detailed wireframe or full website design.

▫︎ Lean Validation Board- for Startups and Product development, but is just as useful when addressing UX - https://www.leanstartupmachine.com/validationboard/

▫︎ trello.com a great Kanban board for collaboration whilst in a distributed or co located team.

THANKSMike Biggs @MetaMikeBiggs ThoughtWorks

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!!

#GADESIGNTHINKING