Design Thinking - Workshop Sample

© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable

This presentation is a sample
of materials used in our
Design Thinking
course and workshops.
For information contact:
info@touch360.com


• Products, services, business models
• Big and small
• Disruptive, evolutionary, revolutionary
• Concepts, methods, brands, etc.

Innovations

Users Designers
You and me

Also:
• Buyers • Engineers
• Influencers • Marketers
• Stakeholders • Industrial designers
• Managers
• Strategists

• Mixed products/services
• Complex
• Eco-systems of products
• Experiences

• More competitive
• Better informed • Faster cycles
• More demanding Products • Higher investments
• Higher barriers

Users Designers
• Needs • Processes
• Characteristics • Methods/tools
• Wants • Frameworks
• Motivations • Cultures
• Aspirations • Enablers/inhibitors

www.jnd.org/
Human-Centered Design:
Making products that
people can use, that fit
their needs, that excite
them and are enjoyable.


• Design with humans as part of the system
– Interfaces/interactions.
– Allocation of functions between users and machines.
• Account for
– Users and all stakeholders.
– Contexts.
– Life span of the product: from shelf through use to disposal/replacement.
• Achieved by
– Deep insight to users and stakeholders: needs, wants, capabilities, decisions.
– Multi-disciplinary/holistic design.
– Understanding of human perception, cognition, emotions.
– Iterations: design, prototype, test with users,…
• To optimize for
– Functionality.
– Performance.
– Reliability.
– Emotions.
– Sustainability: business model, value to user, strategic objectives.


What is common between the two?


• Babies evolved to:
– Signal their health

www.cuddles.org.uk
– Signal their needs
• Mothers (fathers too) evolved to
– Decode their health/survivability
– Decode babies’ needs
• Together they evolved to
– Communicate
– Mutual affection
– Mutual aesthetic preferences


• Babies evolved to:
– Signal their health

www.carbodydesign.com
– Signal their needs
• Mothers (fathers too) evolved to
– Decode their health/survivability
– Decode babies’ needs
• Together they evolved to
– Communicate
– Mutual affection
– Mutual aesthetic preferences
• Cars evolved to…


“My only concern is that people won't appreciate how
entertaining "Rolly" is until they see it for themselves.

“They'll be surprised at how enjoyable it is. I want as
many people as possible to interact with "Rolly"
themselves.
- Taku Sugawara, designer, Sony

It's an MP3 player. No wait...it's a speaker. Is it a
robotic dancing egg?
Actually, the Sony Rolly is all of those things. But
mostly, it's just a pricey musical toy for gadget
heads who have everything--including some cash
to burn.
- Cnet, June 5, 2008

pump

kids community

water

The COSMODRIVE cognitive model, INRETS

Hazard Prevention System (HPC), Mihailo Pupin Institute


Energy
Volume/time

?

pump

kids community

water

?

• Forgive errors
• Take over when humans fail

Actions Input

Human
Cognition State
& Machine
Affection

Perception Output

• Understand current product state
• Understand available actions and
expected results
• Make action decisions


Networks are meshes of
humans and machines:
H2H, H2M, M2M, all
carrying information and
emotions

The machine-to-machine
interfaces are getting much
more complicated

What does it mean?
“He is a very experienced commercial pilot”


What does it mean?
“I was on the street all alone in a foreign country where I did not
feel quite comfortable in. Not a great experience. Suddenly I saw
that Starbucks across the street and I felt so much better”


What is common?


• What is right now: sense, feel, think… consciously or not

• What we remember: short- or long-term, reflect…

• What we anticipate


G G G Eb

www.music-scores.com
G P G G G

P
F F

P
Experience Eb Eb
Remember
Anticipate

experiencing,
remembering,
anticipating…
are relative terms.


Experiences result from
the holistic interactions
between humans and
products.

Emotions

Cognitions
Branding

Perceptions
Interactivity

Form The experience outcomes:
(physical) • The subjective memories the
interactions facilitate (and
consequent actions)
• How well the human-product
perform a given task

IBM MP3 player designed for China market

• Experiences are designed for the entire product life-cycle:
from store shelf to replacement
• Experiences are designed for cultures, contexts, contents

Experiences evolve in time:
changes in expectations, trends,
newness, alternatives, brand
image, etc.

Experiences change by cultures,
contexts, and contents


We cannot
redesign humans
(or at least it is humans
very difficult) How to facilitate
positive relationships
between customers
Perception Cognitive Emotional and the brand on all
product levels

Branding Relationships

Design the
interactions to
support positive
relationships
Interactions Interactions

Form Forms
Design the product
forms to support
interactions and
relationships


humans

Perceptions Cognitions Emotions
product

Branding

Interactivity

Form


• Level of immersions
– Cognitive
– Emotional
– Physical
There are correlations among them.
• Meaningful
– What does it mean?


“People don’t want
to buy a quarter-
inch drill. They want
a quarter-inch hole.”

Theodore Levitt

Emotional
Attachment
religious organizations
products
motorcycle
car
iPod
phone
services

government
car rental iTunes
phone service
Sense of
Control


How do you like it?


Recall of Immediate
Previous Event Emotional
Experiences Reaction

Emotional
Reaction

Store to
Memory


© Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al
Valence
Happy
Excitement
Better recall of

Relaxed
experiences

Neutral
Arousal

Sleepy
Angry

Depressed
Unhappy

Valence
Happy
Excitement

Relaxed
experiences
Positive

Neutral
Arousal

Sleepy
Angry

Depressed
Unhappy

Valence
Happy
Excitement
(meta-cognition)

Relaxed
Reflections

Neutral
Arousal

Sleepy
Angry

Depressed
Unhappy

What does it meant to you?


• Changes to a few points result in changes of the curves
• Changes in curves change character of the font


How users connect the dots to create
meaningful experiences is not in our control.

But we can influence the experiences.


Which one is a real Patek Philippe?

You never
actually own a
Patek Philippe.
You merely take
care of it for the
next generation.

A hint is good enough – the human brain is a great interpolator
and interpreter when it comes to affective perception.
The difference between perceived authenticity and mimicry can
be very narrow.


A hint is good enough – the human brain
is a great interpolator (closure in Gestalt
theory) and interpreter when it comes
to affective perception.
The difference between perceived
authenticity and mimicry is subtle.


Hiroshi Ishiguro, Osaka University

“There’s something just generally creepy about
it. There’s a mismatch. You have something that
looks human, but when it starts moving and
starts talking there’s that disconnect that’s not
right. There’s that sense of something that
doesn’t just fit.”

Believability

“Realism”
(likeness)

The ”Uncanny Valley”


Emotional
affinity

“Realism”
(likeness)


Is this authentic design or is it mimicry?

Cadillac Eldorado 1958


Q+A Shimon Shmueli
+1.503.410.1203
shimon@touch360.com
www.touch360.com

Design Thinking - Workshop Sample

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