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ITMP Design Thinking Summit Graz 2016

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ITMP Design Thinking Summit Graz 2016

  1. 1. Oliver Kempkens 08. – 09. April a service of Design Thinking
  2. 2. DESIGN THINKING 2 Oliver Kempkens CEO, ITMP DEUTSCHLAND GMBH >13 years on the borderline between entrepreneurship and corporate routine › Business & Digital Transformation › Design Thinking & User-centrism › Change management Entrepreneur Consulting / Change Management Design Thinking
  3. 3. DESIGN THINKING ??What is Design Thinking 3
  4. 4. DESIGN THINKING warm- 6
  5. 5. DESIGN THINKING your thoughts ??What is Design Thinking 7
  6. 6. DESIGN THINKING 8 complex problems Design Thinking is a method for solving new ideas.and creating
  7. 7. DESIGN THINKING innovation people, space, approach. 9 Design Thinking means … … creating by combining diverse creative and an iterative
  8. 8. DESIGN THINKING 10 Ingredients for Design Thinking innovation people space approach + +
  9. 9. DESIGN THINKING 11 Ingredients for Design Thinking innovation people space approach + +
  10. 10. DESIGN THINKING interdisciplinary teams of 12 shaped people T
  11. 11. DESIGN THINKING 13 Ingredients for Design Thinking innovation people space approach + +
  12. 12. and the freedom to explore. DESIGN THINKING 14
  13. 13. DESIGN THINKING 15 Ingredients for Design Thinking innovation people space approach + +
  14. 14. DESIGN THINKING design thinking steps 16 ideate prototypeunderstand define povobserve test
  15. 15. DESIGN THINKING think like a designer 17 GO BROAD AND FOCUS LATER. ? ! create choices make choices diverge converg create choices make choices diverge converg understand observe define pov ideate prototype test
  16. 16. DESIGN THINKING problem space 18 ideate prototypeunderstand define povobserve test
  17. 17. understand DESIGN THINKING 19
  18. 18. DESIGN THINKING your thoughts ??Understand 20
  19. 19. DESIGN THINKING what are you trying to achieve? 21 › focus of the solution › quick research to validate › shift the project focus if necessary › plan the project, based on the phases of the Design Thinking approach
  20. 20. DESIGN THINKING creative reframing › each team member has an individual view on the challenge › invest time to discuss in a structured way using creative reframing › result will be a clear, agreed upon, design challenge DURING 22
  21. 21. DESIGN THINKING example 23 › write down your challenge and underline keywords › brainstorm thoughts per keyword and optionally discuss constraints › reframe the challenge: “Redesign the (experience) for (user & context) in a world where (constraint).”
  22. 22. DESIGN THINKING DESIGN THINKING 24 observe
  23. 23. DESIGN THINKING your thoughts ??observ e 25
  24. 24. DESIGN THINKING 360º subject matter experts how to research, discover, explore & capture? field research (users & customers) stakeholders analogous situations › analysts & thought competition inspiration & trends 26
  25. 25. DESIGN THINKING empathy I run my own reports THE BASIC PRINCIPLE Strange, the numbers don’t add up?! say = do = think = feel ♥ 27
  26. 26. DESIGN THINKING empathyDifferent methods of observation to get try and do ask and listen watch and observe 28
  27. 27. DESIGN THINKING try and do 29 › develop empathy › see through the eyes of your users › define your task and really do it › state your impressions › mention all enablers and constraints › take it seriously
  28. 28. DESIGN THINKING ask and listen 30 › ask open-ended questions › ask 5 times why › be aware of body language (own and interviewee) › LISTEN – you are the student (20-80) › Be curious! › take photos › collect artifacts › pair up for interviews, interviewer and note taker › write down your impressions › say thank you in the end › debrief and make the next interview even better
  29. 29. DESIGN THINKING watch and observe 31 › look for details › capture the atmosphere › be curious and talk to people › take photos and notes › speculate: what if...? › buy things, do things › collect artifacts › write down your impressions › be polite and do not disturb › act as a guest
  30. 30. DESIGN THINKING DESIGN THINKING 32 define point of view
  31. 31. DESIGN THINKING your thoughts ??point of view 33
  32. 32. DESIGN THINKING 34 ? ! create choices make choices diverge converg create choices make choices diverge converg understand observe define pov ideate prototype test We still need to re-focus and make choices reminder
  33. 33. DESIGN THINKING 1 Synthesis — The art of structuring your insights storytelling 2clustering 3creating a persona — experiment with different frameworks 4defining a point of view 35
  34. 34. DESIGN THINKING storytelling Make a list of users you saw. Start with stories of similar roles. As the storyteller, describe what you heard and observed: Set the stage, introduce “actors”, tell the story. Try not to (mis)interpret or judge and indicate if you make an assumption. bad post-its good post-its As the audience, try to note down all important details on post-its. Be visual :) Put one statement per post-it and articulate the statements clearly so that they are understandable without other context. Use one color per user to have a reference. 36
  35. 35. DESIGN THINKING color-coding to structure results 37
  36. 36. DESIGN THINKING clustering Sort your insights into categories or “buckets”. Which insights are related to each other in some way? Look for common patterns and themes. 38
  37. 37. DESIGN THINKING personaCreate a Personas are fictional characters created to represent user types. They are useful in considering the goals, desires, and limitations of the users to help to guide design decisions. Personas put a personal human face on otherwise abstract data about customers. Your persona description might include: › name and picture › demographics like age, education › needs and tasks › goals and aspirations 39
  38. 38. DESIGN THINKING point of viewComing up with a The Point of View is one sentence that creates an image in your mind. Based on an understanding of a user group and an insight into a specific need, it narrows the focus and makes the problem specific. Template: 
 [User] needs (to) [Need] because [Insight] Example: 
 The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan. POV = USER + NEED + INSIGHT 40
  39. 39. DESIGN THINKING solution space 41 ideate prototypeunderstand define povobserve test
  40. 40. DESIGN THINKING agend a 42 9:00 Welcome & Check-in 09:30 Quick Presentation / Sync 10:00 Ideation 11:00 Prototyping 12:00 Lunch 13:00 Testing & Iteration 15:00 Presentation Preparation 16:00 Final Presentation 16:45 Closing Round
  41. 41. DESIGN THINKING DESIGN THINKING 43 ideate
  42. 42. DESIGN THINKING your thoughts ??ideate 44
  43. 43. DESIGN THINKING 45 ? ! create choices make choices diverge converg create choices make choices diverge converg understand observe define pov ideate prototype test We still need to re-focus and make choices reminder
  44. 44. DESIGN THINKING 46 be visual “draw a crazy picture…put something silly in the world that ain't been there before” 
 – Shel Silverstein
  45. 45. DESIGN THINKING 47 think progressive “criticism is hard to take, particularly from a relative, a friend, an acquaintance or a stranger”
 – Franklin Jones
  46. 46. DESIGN THINKING 48 encourage wild ideas “if at first, an idea doesn’t sound absurd, then there’s no hope for it”
 – Albert Einstein
  47. 47. DESIGN THINKING 49 build upon the ideas of others
  48. 48. DESIGN THINKING 50 go for quantity “the best way to get a good idea is to get a lot of ideas”
 – Linus Pauling
  49. 49. DESIGN THINKING 51 one conversation at a time “it takes a great man to be a good listener”
 – Calvin Coolidge
  50. 50. DESIGN THINKING 52 stay focused on topic
  51. 51. DESIGN THINKING 53 reframing
  52. 52. DESIGN THINKING 54 goal stretching
  53. 53. DESIGN THINKING 55 prototype
  54. 54. DESIGN THINKING your thoughts ??prototype 56
  55. 55. DESIGN THINKING strategyPrototyping – Cost of change over Time? COSTSOFERRORS PROJECT PROGRESS X X X Test & Iterate: Num ber of Cost per Danger: Post-decision dissonance! Too late! Learn here! Procurement & ProductionPlanning & Development Test, Delivery & Launch 57
  56. 56. DESIGN THINKING 58 physical prototypes
  57. 57. DESIGN THINKING 59 paper prototypes
  58. 58. DESIGN THINKING 60 storylines & storyboards
  59. 59. DESIGN THINKING 61 acting
  60. 60. DESIGN THINKING Storyboard of how the user might interact Feedback: big-picture ideas – revolutionary changes. “We should NOT try to put a drawing feature in here… it’s featuritis without a key benefit to most users.” 62 Hand drawing look and feel Feedback: higher-level features are questioned, bigger change possible. “Maybe the tool should be context- specific… Let’s kill the toolbar and bring up only tools that make sense at that moment. Looks done Feedback: detailed tweaks to specific features – very focused and incremental. “Can you change the font on that ‘T’? Not sure I like this bevel line weight.” Looks clean Feedback: tweaks to the screen as 
 a whole – incremental improvements. “I don’t like the two-column layout for tools. Can we have them go across the top?” paper prototypes
  61. 61. DESIGN THINKING DESIGN THINKING 63 test
  62. 62. DESIGN THINKING your thoughts ??test 64
  63. 63. DESIGN THINKING 65 › to gather early feedback from users, stakeholders and experts, to be able to iterate › to learn about your idea’s strengths and weaknesses › to fail early Why test?
  64. 64. DESIGN THINKING 1 Let the prototype speak for itself – accept that you may show users something that‘s not perfect. Don‘t defend your idea. It‘s for the user – not for you! Be aware what you want to learn – stay on topic. Be open-minded – you might hear new ideas and insights. Be receptive and thankful for feedback – it‘s the best way to learn. Ensure feasibility and viability. Use roles to improve testing success. Capture and later synthesize all feedback. Ideate how the feedback can be worked into the next iteration. 66 How to test 2 3 4 5 6 7 8 9
  65. 65. DESIGN THINKING feedback capture grid What was good? New questions? What was bad? New ideas? 67
  66. 66. DESIGN THINKING 68 get feedback from your users
  67. 67. DESIGN THINKING pitchYour final presentation briefly describes the context of your solution. What were you asked to do? Who were you designing for? Which insights did you discover? Then focus on the essence of your solution and how it solves your users’ needs. 5 minutes each team 69
  68. 68. DESIGN THINKING i like, i wish 70
  69. 69. DESIGN THINKING 71 Oliver Kempkensthank you

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