Design Thinking Process
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Praveen explains what 'Design Thinking' really means and how to apply its principles when designing web properties and products.
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Design Thinking Process
- 2. Goals
- 5. “Design thinking is a human-centred and collaborative approach to problem solving that is creative, iterative and practical” Brown, 2008
- 6. Adapted from Brown Design Thinking brings together
- 7. Empathi ze Define Ideate Prototyp e Test The d.School Design Thinking process Understand the user, his/her context The problem you want to solve - the “brief” Divergent thinking. Creative ways to solve the problem Build to learn. The goal is not to have a “finished” product Collect inputs from target users. Iterate. Source: D School Stanford (dschool.stanford.edu)
- 9. How to build empathy • First, seek understanding • Assume the mindset of a first time user • Ask What, How, Why? • 5 whys • Analytics
- 10. DefineAre you solving the right problem?
- 11. If you define the problem correctly, then you almost have the solution Steve Jobs
- 12. Source: Jan Schmiedgen (http://www.slideshare.net/janschmiedgen/design-thinkingbootcamp_)
- 13. Image Credit: © Embrace (www.embraceglobal.org)
- 16. Before ideation • Generate “How might we…” questions • Begin with the problem statement you’ve defined • Go back to you insights from customers
- 17. Guidelines for ideation • Use the “How might we…” questions • Brainstorm. Go for quantity. Don’t evaluate • Select with intention. Don’t settle for safe choices
- 19. What is prototyping? • Get ideas out of your head onto the physical world • Make sure you are building the right “it” before building it right • Resolution of prototype
- 20. Why prototype? • To gain empathy • Exploration • To learn • Solve disagreements • Start a conversation
- 22. Guidelines for Testing Let your user experience the prototype. Show don’t tell Source: D School Stanford (dschool.stanford.edu) Actively observe. Watch how they use (and misuse!) what you have given them Have them talk through their experience. Ask “Tell me what you are thinking as you are doing this.” Follow up with questions. This is important; often this is the most valuable part of testing
- 24. Empathi ze Define Ideate Prototyp e Test The d.School Design Thinking process Understand the user, his/her context The problem you want to solve - the “brief” Divergent thinking. Creative ways to solve the problem Build to learn. The goal is not to have a “finished” product Collect inputs from target users. Iterate. Source: D School Stanford (dschool.stanford.edu)
- 26. References • Stanford d.School Ideate, Experiment and Understand mixtape (dschool.stanford.edu)
Notes de l'éditeur
- Introduce yourself -
- Vocabulary of Design Thinking Design thinking can be applied to any kind of problem solving My goal today is to give you an introduction, and point you in the right direction
- gather information - purpose of site, audience, goals, content plan - sitemap, hierarchy, navigation design development test maintenance
- Design thinking is outside in. Instead of asking what are our core competencies, ask, what do our customers want? What problems do they face? Design thinking is a divergent process - allows us to think more creatively. Instead of making the best choice amongst existing alternatives, we think of new alternatives, new ways of solving the problem
- Start with the user problem Often, we think we know what the problem is and come up with solutions - don’t assume - build empathy and understanding first understand the user, the need and get the insight - essential before you agree on a problem statement give examples - Swiffer, customer surveys+interviews, usertesting.com
- Seek understanding - Look at data, competition, analytics, support tickets Beginner mIndset - don’t judge, question everything (keep asking why), find patterns between users, be truly curious, listen What, How, Why - start with concrete observations (what is the user doing), move to how (is the user struggling,rushed, confused?”), then Why - why is the person doing what they are doing, in the way they are doing it?
- Reframe the problem based on empathy and user insight
- Reframe the problem based on empathy and user insight what is your specific vision, Not solution Base this on the understanding and insight you have gathered What assumption are you going to disrupt on your way to a successful solution?
- Category of Home cleaning products had stagnated. Ethnography told us clean floors were important - a reflection of ourselves Cleaning floors was messy Problem statement changed from making better detergents, to re-inventing the way people cleaned floors Instead of just pushing dirt around, Swiffer uses static electricity to attract dust and dirt A successful application of the razor-and-blade business model
- You ideate in order to transition from identifying problems into exploring solutions for your users. Various forms of ideation are leveraged to: step beyond the obvious solutions harness the collective perspectives of your teams aim for volume and variety in your ideas get the obvious solutions out of your head, and drive beyond them
- Before you start brainstorming, start by reframing the problem statement Use “How might we…” Now take a look at your How Might We question and ask yourself if it allows for a variety of solutions. If it doesn’t, broaden it. Your How Might We should generate a number of possible answers and will become a launchpad for your Brainstorms. avoid using very vague/broad problem statements
- In the selection process, don’t narrow too fast. Don’t immediately worry about feasibility. Hang on to the ideas about which the group is excited, amused, or intrigued. An idea that is not plausible may still have an aspect within it that is very useful and meaningful.
- fail early fail often cost of failure vs. time
- Rough and rapid in early stages Evolving to higher fidelity prototypes as you progress
- * Empathy gaining: Prototyping is a tool to deepen your understanding of the design space and your user, even at a pre-solution phase of your project. * Exploration: Build to think. Develop multiple solution options. * Learn. If a picture is worth a thousand words, a prototype is worth a thousand pictures. * Solve disagreements. Prototyping is a powerful tool that can eliminate ambiguity, assist in ideation, and reduce miscommunication. * Start a conversation. A prototype can be a great way to have a different kind of conversation with users. * Inspiration: Inspire others (teammates, clients, customers, investors) by showing your vision. Many of the goals of prototyping are shared across all four of the above categories. Fail quickly and cheaply. Creating quick and dirty prototypes allows you to test a number of ideas without investing a lot of time and money up front. Manage the solution-building process. Identifying a variable to explore encourages you to break a large problem down into smaller, testable chunks.
- Show, don’t tell
- 1. Put your prototype in the user’s hands (or your user in the prototype) and give just the minimum context so they understand what to do. 2. 3.Actively observe. Watch how they use (and misuse!) what you have given them. Don’t immediately “correct”what your user tester is doing. 4. Follow up with questions. This is important; often this is the most valuable part of testing. “Show me why this would [not] work for you.” “Can you tell me more about how this made you feel?” “Why?”Answer questions with questions (i.e “well, what do you think that button does?”). There are multiple aspects to be aware of when you test with users. One is your prototype, two is the context and scenario in which you are testing, three is how you interact with the user during testing four is how you observe and capture and consider the feedback. In regard to the first two aspects, you need to test a prototype in a context that give you the best chance for meaningful feedback; think about how the prototype and the testing scenario interact. If the prototype is a scenario, think about how to find the proper people (i.e. users relevant to your point-of-view) and get them in the right mindset so that you get genuine feedback
- Beauty of Design thinking - can be used to solve any problem Action over too much analysis Divergent - create new alternatives Iterate between prototype and test -> you first version might not work
- Introduce yourself -
- * Empathy gaining: Prototyping is a tool to deepen your understanding of the design space and your user, even at a pre-solution phase of your project. * Exploration: Build to think. Develop multiple solution options. * Learn. If a picture is worth a thousand words, a prototype is worth a thousand pictures. * Solve disagreements. Prototyping is a powerful tool that can eliminate ambiguity, assist in ideation, and reduce miscommunication. * Start a conversation. A prototype can be a great way to have a different kind of conversation with users. * Inspiration: Inspire others (teammates, clients, customers, investors) by showing your vision. Many of the goals of prototyping are shared across all four of the above categories. Fail quickly and cheaply. Creating quick and dirty prototypes allows you to test a number of ideas without investing a lot of time and money up front. Manage the solution-building process. Identifying a variable to explore encourages you to break a large problem down into smaller, testable chunks.