design thinking for exec mba
TRANSCRIPT
Design Thinking
Innovation & Entrepreneurship SSE MBA in Executive Format
Robin Teigland
[email protected] 2016
“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”— Steve Jobs
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14Picture from http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
28http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
29http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
Explore exploit continum
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http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
Explore exploit continum
31http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
32http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
Our design thinking challenge
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How might we improve the
shopping experience of customers in a
grocery store?
Workshop Step 1a – Empathize Go outside to an opportunity space Conduct observations alone or in pairs Complete AEIOU worksheet individually
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Avoid jumping to solutions!
Observation: AEIOU Framework Activities
– What are people doing? Environment
– How are people using the environment? What’s the role of the environment?
Interactions – Do you see any routines? Do you observe special
interactions between people? Between people and objects? Objects
– What’s there and being used or not used? Describe engagement with objects. Are there any work-arounds you can identify?
Users – Who are the users? What are their roles? Look for
extreme users. 38
Workshop Step 1b – Empathize Analyze your AEIOU worksheet on your own
Look through your notes and note what you found most interesting, surprising, inspiring
Choose 3-5 of the most interesting observations and write and/or draw each of them on post-it note
Together develop questions for interviews Discuss observations in your group. Determine which observations you want to probe
further to try to uncover hidden needs Go back outside and interview to gain more
information
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Avoid jumping to solutions!
When interviewing
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• Ask simple, open questions • Avoid leading questions• Encourage stories and examples• Keep on asking why, why, why, why...
Until it is unbearably awkward, then ask one or two more times
• Try to get to emotion• Pay attention to detail – write it down
The Five Why’s Method
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Test: is this interesting enough to tell a stranger on the train about?
http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets
42http://www.slideshare.net/mikeyk/intro-to-design-thinking/31-exampleA_I_never_leave_the
45http://www.slideshare.net/Pietel/the-role-of-design-thinking?qid=3ac58b35-7039-462b-9b01-7598253a8e57&v=&b=&from_search=1
Define: Needs and InsightsNeeds as verbs and not nouns
Verbs are more generative, generate more solutions
Opportunities, not solutions What does the girl need?
She needs to reach …. Bionic arm, ladder, pogostick, etc..
Insight: The “why” that helps identify user needs Connected to the data but non-obvious Ways that users wants to feel Why is the girl reaching?
Wants attention from her parents who are busy with their dinner party
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Workshop Step 2: Define
Develop Point of View Statement Describe your user.
DINKs living in central Stockholm, elderly, parents with small children
What are the needs of your users? What are they trying to do? Verbs
What insights do you have for your users based on the needs you have uncovered?
Why do they need it? Ways they want to feel?
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Avoid jumping to solutions!
Workshop Step 3: Ideate Choose a moderator for your group Brainwrite solutions for your POV (individual
brainstorming) for 5 mins Don’t judge your idea
Brainstorm and build solutions together Remember POV and your needs and insights!
Develop solution for a new shopping experience Visualize on paper your idea for a new shopping
experience (good enough to communicate) Be prepared to present your idea
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Workshop Step 4: Prototyping Build a prototype of your shopping experience Feel free to improve on your idea as you work Be prepared to present your idea to the group
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Workshop Step 5: Test Go outside and test your prototype with
strangers Encourage them to talk about how they experience it
and feel Listen to what they say
Complete the Experience Prototyping Exercise worksheet
Be prepared to present to the group
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http://www.mckinsey.com/insights/business_technology/an_interview_with_citrixs_catherine_courage
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