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Design Thinking

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Design Thinking

  1. 1. DESIGN THINKING Mar 15 An agile approach to developing ideas and product management.
  2. 2. 2 TODAY’S LECTURE PART 1: 1 hour of interactive information Entailing: Design Thinking ● Design thinking overview ● What is ● What if ● What wows ● What works ● Why is it important ● How you can use it for your assignment ● How to test it Analyse Market ● Opportunities ● Need ● How we do it ● Market risks Business Model Canvas ● Altered to be based on your assignment ● x 3 Solutions testing Pitch Writing ● Visual prompts ● What investors & clients look for PART 2: 1 hour activities "Bringing it all together" Take aways ● Templates: ● "How we solve and identify problems" ● "Business Model Canvas" ● "Pitch writing" ● Learning the importance of iterating ● How to funnel the above into your Executive summary
  3. 3. 3 WHO AM I ? I help develop products for customers across a range on industries Mike Ebinum DIRECTOR SEED DIGITAL http://seeddigital.co @mikeebinum
  5. 5. 5 SEED is a boutique innovation services, technology consulting and software development firm base in Melbourne , Australia. We exist to create valuable solutions for our clients . We employ a design thinking problem solving approach to ensure an empathetic and holistic experience. We provide our clients with a full range of digital services including digital strategy, user experience design, creative and software engineering implementations across multiple channels including mobile, web and interactive displays. ABOUT SEED DIGITAL INNOVATIVE SOLUTIONS
  6. 6. 6 EXPERIENCE DESIGN DEVELOPMENTDIGITAL STRATEGY ENTERPRISE SERVICES DIGITAL MARKETING SUPPORT OUR SERVICES UX | Digital Strategy | IA | Startups & MVP Visual Design & Branding | Logo Design | Branding | Web Design | Data Visualisation Web & Mobile Development | Responsive | Web Application | IOS & Android Development | eCommerce | Enterprise Applications | Big data Innovation | Dev Ops | Data Analytics and Reporting | Data Visualisation Digital Marketing | SEO | Social Media Marketing | Google Adwords Support Services | QA & Functional Testing | Hosting & Maintenance | Analytics & Reporting
  7. 7. 7 DELIVERABLES TEMPLATES: - Design Thinking -Business Model Canvas -Pitch Writing template
  9. 9. 9 Design Thinking is a process that systemises the prototyping of ideas and practices to solve problems. By taking a structured approach to the creation of ideas and implementation of practices, it maximises the chances of success. Design thinking involves developing new ideas and practices which are based on evidence and other successful ideas. These ideas are refined and converted into practices, which are then rigorously tested to determine their efficacy. When a practice is determined to be effective, it is scaled to enhance its impact. DESIGN THINKING 101 101
  10. 10. 10 UPS - Video EXAMPLES
  11. 11. 11 Design in its most effective form is a process, an action, a verb not a noun. Design is most often used to describe an object or end result Large push to make it a protocol for solving problems and discovering new opportunities. Design is the most powerful tool and when used effectively, can be the foundation for driving a brand or business forward. DESIGN THINKING 101 101
  12. 12. 12 Design thinking is a problem solving approach to ensure an empathetic and holistic experience. Great for specific kinds of problems Traditional Analytics good for “Tame” problems ● puzzles Good for Mysteries “Wicked problems”, mostly problems involving Humans (eg. Healthcare) This lends ● Business Model Innovation ● Product Innovation HOW DESIGN THINKING FITS INTO BUSINESS INNOVATIVE SOLUTIONS
  14. 14. 14 5 STEPS 1. Identify an opportunity / market research high level 2. What is? (Current reality) Define problem 3. What if (Future invisioned) Create and consider many options 4. What wows (refine selected options, repeat) 5. What worked? Pick winner
  15. 15. 15 Overview Identify an opportunity and conduct market research high level Another way to say it is defining the right problem to solve. Design thinking requires a team or business to always question the brief, the problem to be solved. Goal: To define and revise the opportunity before embarking on its creation and execution. How: Scope high level overview Observer takes a seat Customer Journey Mapping - see http://uxmastery.com/how-to-create-a-customer-journey-map/ Cross functional insight Make assumptions to test STEP 1: IDENTIFY OPPORTUNITY
  16. 16. 16 What is? (Current reality) Define problem Design thinking requires that no matter how obvious the solution may seem, many solutions be created for consideration. Create them in a way that allows them to be judged equally as possible answers. In-depth research on the market Identify insights What is the design criteria Personas Customer fit Branding Create and consider many options: Solve the problem Look at a problem from more than one perspective always yields richer results. STEP 2: WHAT IS
  17. 17. 17 What if (Future invisioned) Brainstorm Business model canvas (We will develop this on the next slide) How do we use the BMC: Develop concepts Use cases Create some napkin pitches Funnels into: Pitch strategy STEP 3: WHAT IF
  19. 19. 19 What wows (refine and review selected options, repeat) Any promising results? They need to be embraced and nurtured. Surface key assumptions Given a chance to grow protected from the evil idea-killers of previous experience. Even the strongest of new ideas can be fragile in their infancy. Make a “pretotype” Journey mapping Design thinking allows their potential to be realized by creating an environment conducive to growth and experimentation, and the making of mistakes in order to achieve out of the ordinary results. Redo Business Model Canvas (optional) STEP 4: WHAT WOWS
  20. 20. 20 STEP 4: WHAT WOWS Customers want it We can do it Economics can sustain it Wow zone
  21. 21. 21 Design process is an ongoing journey. It is the process of testing, recording information and reviewing what has been learned. Add in reviews to optimise your product. IMPLEMENTATION, REVIEW & ONGOING SUPPORT
  22. 22. 22 Immerse yourself in customer data Generate ideas Surface Assumptions Conduct a small experiments Revise Ideas Assumptions Proven Assumpti ons Proven Assumptions Disproven TableScale ITERATIVE LOOP
  23. 23. 23 STEP 5: WHAT WORKED “Pick the Winner” At this point enough road has been traveled to insure success. It's the time to commit resources to achieve the early objectives. ● Get feedback from stakeholders ● Data strategies ● Run your learning launches ● Design on-ramp
  24. 24. 24 EXAMPLE AT IDEO - Shopping Cart Project
  25. 25. 25 PRODUCT ROADMAP Develop a roadmap of key assumptions you will continue to test and how that will be used to iterate your product. “Develop, talk to the market and get feedback, re-develop.”
  26. 26. 26 PITCH WRITING STRUCTURE Problem -whats the problem you are solving Solution -why your solution is great How it works - how your solution works UVP - what is your Unique Value proposition UA - what’s your unfair advantage Tests - have you got proof it works and people want it? Revenue - how are you making money? Need -what do you need from investors and or business affiliates? Next steps.
  28. 28. 28 DETAILS & DESIGN ● workshop ideas ● identify user needs ● define functionality ● decide what to build DETAILS & DESIGN ● Collect data on usage ● measure how customers respond ● Validate assumptions made in design DETAILS & DESIGN ● Fully functional MVP product ● Train users on product features ● Test product with users BRINGING IT ALL TOGETHER OVERVIEW
  29. 29. 29 TIME TO EXPERIMENT ACTIVITY 1: Form groups of 3-4 Each write a different Business Model Canvas in your groups
  30. 30. 30 Immerse yourself in customer data (Make hypothetical) Generate ideas Surface Assumptions Conduct a small experiments and go talk to other groups Revise Ideas Assumptions Proven Assumpti ons Proven Assumptions Disproven TableScale ITERATIVE LOOP Use Sticky notes in your groups of 3-4 ACTIVITY 2:
  31. 31. 31 YOUR CHOSEN PRODUCT Now using your chosen product write a pitch each and pitch to each other in groups. PITCH WRITING ACTIVITY 3:
  32. 32. 32 “WHAT IF” ACTIVITIES AND DELIVERABLES We use this phase to meet and work together to define what your project outcomes look like. We will do this through collaborative workshops, research and analysis. DETAILS We speak and listen to your target audience and come up with the information architectures, wireframes and prototypes to help you visualize your product. We take all the information gathered to this point and build working versions of the product on an regular incremental basis with the highest priority features developed first-this is known as a “sprint”. We transition the project to your stakeholders and users. The goal of delivery is to deploy the product into the world and validate the assumptions made during design. DESIGN DEVELOPMENT DELIVER STEP 1 STEP 2 STEP 3 STEP 4 Map out how you would actually take your product to market in real lifeACTIVITY 4:
  34. 34. seeddigital.co March 15 THANK YOU Questions? If you have a question feel free to contact me mike@seeddigital.co @mikeebinum au.linkedin.com/in/mebinum/en @seeddigitalco