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Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn

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Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn

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About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.

About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.

Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation

For more information:
cove@uci.edu
http://innovation.uci.edu/

About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.

About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.

Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation

For more information:
cove@uci.edu
http://innovation.uci.edu/

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Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn

  1. 1. Design Thinking in the Real World moSTUDIO THE COVE | LUNCH + LEARN | SEPT 2017
  2. 2. We are Magnum Opus Studio We design human-centered products, services, experiences and strategies, with a focus on innovations that make life better. moSTUDIO
  3. 3. MO Studio | Design Thinking in the Real Worldmo 3 Who is Magnum Opus Studio? Susan Metros - Technology Executive & ICF Certified Coach 35+ years as a professor, innovator, designer & technology executive across Higher Ed John Lai - Design Thinking & Industrial Design Veteran Ex-IDEO industrial designer & innovation strategist delivering on award winning for 25+ years Sue Tan - Human-Centered Innovation Expert Ex-IDEO senior design researcher & strategist with extensive global experience Jeff Scheire - Business Strategist & Organizational Design Guru Ex-Deloitte strategy & org design consultant & capabilities developer at US Air Force Dennis Wang - Cross-Pollinating Engineer & Intrapreneur 15+ years innovating as a business developer & change agent in start-ups & enterprises
  4. 4. MO Studio | Design Thinking in the Real Worldmo 4 moSTUDIO We’re saving up for an airstream…
  5. 5. MO Studio | Design Thinking in the Real Worldmo 5 Or better yet…
  6. 6. MO Studio | Design Thinking in the Real Worldmo 6 We have a powerful blend of backgrounds in human- centered product and service design, organizational and educational development, user research and insights, business strategy and process development. 1 We cross-pollinate ideas, having worked across diverse industries, types of organizations (start-ups, medium and large corporations) and in global markets. 2 We use a tested creative approach to help clients challenge the status quo with optimism, collaboration, and make social and business impact. 3 We are allergic to suits and pantsuits.4 We are not your typical management consultants…
  7. 7. MO Studio | Design Thinking in the Real Worldmo 7 Some of the clients we’ve served in our careers... SINGAPORE GOVERNMENT
  8. 8. MO Studio | Design Thinking in the Real Worldmo 8 What industries are you all from?…
  9. 9. MO Studio | Design Thinking in the Real Worldmo 9 • Build empathy and knowledge • Understand context • Get analogous inspiration • Imagine the possibilities • Iterate and refine ideas • Prototype and test solutions • Make strategy tangible • Design for the real world and users • Set your organization up for success PHASE 1 PHASE 2 PHASE 3 INSPIRATION DEVELOPMENTEXPLORATION Our Human-Centered Innovation Process
  10. 10. MO Studio | Design Thinking in the Real Worldmo We see challenges through three lenses… 10 TECHNOLOGY (feasibility) How might we create useful, effective, appealing and meaningful solutions to compete in the market? How might we create profitable, scalable and sustainable models? What are the advantages and constraints of available resources and capabilities? PEOPLE (desirability) BUSINESS (viability)
  11. 11. MO Studio | Design Thinking in the Real Worldmo TECHNOLOGY …and design solutions at the overlap 11 And gets here. INNOVATION Human-centered innovation starts here... PEOPLE BUSINESS
  12. 12. MO Studio | Design Thinking in the Real Worldmo Insights UNCOVERING PEOPLE’S UNMET NEEDS AND VALUES Our Core Competencies 12 Design DEVELOPING HUMAN-CENTERED SOLUTIONS Strategy DISTILLING CHOICES AND DEFINING ACTIONS Innovation BUILDING INTERNAL CREATIVE CAPABILITIES
  13. 13. MO Studio | Design Thinking in the Real Worldmo 13 Human-Centered
 Innovation Insights DesignStrategy Innovation We create new value for clients across the cycle of innovation, from research and opportunity definition, to prototyping, development, and implementation.
  14. 14. Design Thinking 101 Innovate through Insight Experiment to De-risk Set Yourself Up for Success TODAY’S PLAN
  15. 15. DESIGN THINKING 101
  16. 16. source: fastcodesign.com We are all innate designers… mo MO Studio | Design Thinking in the Real World 16DO NOT DISTRIBUTE WITHOUT PERMISSION Learn by observing Trial-and-error Tinkering Building Making Visualizing Storytelling
  17. 17. Creative problem solving has always been key to our survival… mo MO Studio | Design Thinking in the Real World 17DO NOT DISTRIBUTE WITHOUT PERMISSION But somewhere along the way it became a specialized skill.
  18. 18. Design has evolved beyond a way of making into a way of thinking… mo MO Studio | Design Thinking in the Real World 18DO NOT DISTRIBUTE WITHOUT PERMISSION
  19. 19. Design has gradually gained recognition as a powerful competitive advantage and tool for innovation. mo MO Studio | Design Thinking in the Real World 19DO NOT DISTRIBUTE WITHOUT PERMISSION
  20. 20. Traditional processes are falling short in the face of the world’s “wicked problems”... mo MO Studio | Design Thinking in the Real World 20DO NOT DISTRIBUTE WITHOUT PERMISSION source: UN General Assembly 2015
  21. 21. mo MO Studio | Design Thinking in the Real World 21DO NOT DISTRIBUTE WITHOUT PERMISSION Left brain “thinking” Flawless planning and proof Rational and structured Focused on analysis Dealing with well-defined problems Mistakes are not tolerated Arms length customer research, aggregate data Vertical capabilities The Design Thinking Mindset Business Thinking Design Thinking Creative Thinking Left & right brain “doing” Enlightened trial & error Switching at will between rational & structured to a more emotional and intuitive Iterating between analysis and synthesis Dealing with ill-defined problems Mistakes are learning experiences Deep customer immersion, individual stories & behaviors Interdisciplinary collaboration Right brain “feeling” Spontaneous inspiration Emotional & intuitive Focused on synthesis Dealing with undefined problems There are no mistakes Tap individual or collective consciousness Visionary genius
  22. 22. Everything is designed (intentionally or not)… mo MO Studio | Design Thinking in the Real World 22DO NOT DISTRIBUTE WITHOUT PERMISSION MEDIA + COMMS EXPERIENCES + PROCESSES CULTURE + ORG PRODUCTS INTERACTIONSBRANDS
  23. 23. But good design is built on deep understanding of the big picture and the details that matter… mo MO Studio | Design Thinking in the Real World 23DO NOT DISTRIBUTE WITHOUT PERMISSION TECHNOLOGY INNOVATION PEOPLE BUSINESS
  24. 24. Good design is interdisciplinary. mo MO Studio | Design Thinking in the Real World 24DO NOT DISTRIBUTE WITHOUT PERMISSION interaction designer engineer architect psychologist business designer
  25. 25. Good design is intuitive. mo MO Studio | Design Thinking in the Real World 25DO NOT DISTRIBUTE WITHOUT PERMISSION
  26. 26. Good design is intelligent. mo MO Studio | Design Thinking in the Real World 26DO NOT DISTRIBUTE WITHOUT PERMISSION
  27. 27. Good design is iconic. mo MO Studio | Design Thinking in the Real World 27DO NOT DISTRIBUTE WITHOUT PERMISSION
  28. 28. Good design is irresistible. mo MO Studio | Design Thinking in the Real World 28DO NOT DISTRIBUTE WITHOUT PERMISSION
  29. 29. There are a gajillion versions of the design thinking process… mo MO Studio | Design Thinking in the Real World 29DO NOT DISTRIBUTE WITHOUT PERMISSION
  30. 30. Here are the constants… mo MO Studio | Design Thinking in the Real World 30DO NOT DISTRIBUTE WITHOUT PERMISSION 1. Comfort with ambiguity 2. Starting with right questions vs assumed answers 3. Divergence & convergence 4. Dedicated time for curiosity & tinkering 5. Time to get tangible (no more words) 6. Rapid iteration towards a tested solution
  31. 31. 31 UNDERSTAND DEFINE TEST + ITERATE IDEATE PROTOTYPE DESIGN INSPIRATION EXPLORATION DEVELOPMENT Applying Human-Centered Design mo MO Studio | Design Thinking in the Real World DO NOT DISTRIBUTE WITHOUT PERMISSION
  32. 32. INNOVATE THROUGH INSIGHT. PHASE 1. INSPIRATION
  33. 33. mo MO Studio | Design Thinking in the Real World 33DO NOT DISTRIBUTE WITHOUT PERMISSION INSPIRATION EXPLORATION DEVELOPMENT Google can build knowledge but not empathy... get out there! Get out. If you can find it on google, so can your competitors. Get outside your usual sphere of influence and world.
  34. 34. mo MO Studio | Design Thinking in the Real World 34DO NOT DISTRIBUTE WITHOUT PERMISSION DEFINE TEST + ITERATE IDEATE PROTOTYPE DESIGN • Build user empathy via ethnographic-style interviews • Observe natural behaviors & contexts of use • Dig deep into values, emotional drivers, conflicts • Question your assumptions & hypotheses • Discover unmet needs, pain-points,“workarounds” • Learn from analogous examples in outside industries ACTIVITIES • Research Plan • Notes, Key User Stories & Quotations • Visual Documentation OUTPUTS INSPIRATION EXPLORATION DEVELOPMENT UNDERSTAND
  35. 35. mo MO Studio | Design Thinking in the Real World 35DO NOT DISTRIBUTE WITHOUT PERMISSION Discover insights that lead to actionable opportunities. Trends and data only tell part of the story. To achieve truly break- through ideas, dig deeper to understand people’s values, behaviors, unmet needs, pain- points and emotional drivers. IN-CONTEXT ETHNOGRAPHIC STUDIES Getting up close & personal with current or potential users in the context of their real lives to build empathy, discover unheard stories, and deeper insights about their needs, choices, and emotional drivers as consumers. PAIN-POINTS & WORKAROUNDS In the absence of solutions, people create their own “workarounds” to achieve desired outcomes. (Red flags for unmet needs!) “UNFOCUS” GROUPS Taking to groups of users in casual, relaxed settings to facilitate natural conversations and honest opinions (vs. traditional focus groups). INSPIRATION EXPLORATION SHADOWING & OBSERVATIONS Walking through processes or experiences with people to understand their needs and considerations “in-the-moment”. DEVELOPMENT
  36. 36. MO Studio | Design Thinking in the Real Worldmo 36 What can surgical teams learn from racing pit crews? GO BEYOND “MAINSTREAM” TO LEARN FROM EXTREMES: “Extreme Users” often reveal insights around emerging behaviors and needs that may become mainstream in the future. (i.e. Tiny home movement, Gluten-free diets) LOOK BEYOND TYPICAL BENCHMARKS FOR ANALOGOUS INSPIRATION: Odds are, your competitors have many of the same inputs and definitions of success. To be a trail blazer, look where others did not think to find solutions. INSPIRATION EXPLORATION DEVELOPMENT
  37. 37. MO Studio | Design Thinking in the Real Worldmo 37 Gather business insights upstream and in-field to increase the viability and feasibility of an idea. Assumptions and business models should be tested among potential stakeholders in the ecosystem you are designing for. ECOSYSTEM MAPPING Understand the critical stakeholders, influencers, and enablers, and the dynamics of major relationships at play. VALUE/SUPPLY CHAIN ANALYSIS Consider the entire life cycle of an idea, and look for points along the value & supply chain where you can design the strongest competitive advantages. VALUE PROPOSITION TESTING Take various “sacrificial concepts” out into the field to test a range of value propositions and their potential impact on consumers. BUSINESS MODELING Explore the potential strengths and weaknesses of different business models and variables. INSPIRATION EXPLORATION DEVELOPMENT
  38. 38. mo MO Studio | Design Thinking in the Real World 38DO NOT DISTRIBUTE WITHOUT PERMISSION UNDERSTAND DEFINE TEST + ITERATE IDEATE PROTOTYPE DESIGN • “Download” & share research learnings amongst team • Look for patterns across interviews and observations • Distill learnings down to what matters most • Identify key points that impact your design/business • Identify key unmet needs that need to be supported ACTIVITIES • Key Insights • Landscape of Opportunity Areas • Frameworks: User Behavior Types, User Journey, etc. • Design Principles OUTPUTS INSPIRATION EXPLORATION DEVELOPMENT
  39. 39. mo MO Studio | Design Thinking in the Real World 39DO NOT DISTRIBUTE WITHOUT PERMISSION Frameworks help simplify complexity There are countless factors and variables that affect the ecosystem you are designing for. As you synthesize and distill your learnings, create frameworks to summarize the important contexts that are fundamental to your success. BEHAVIOR TYPES To understand the landscape of potential customers or users, think about the different types of behaviors that characterize different modes or use or need. You may want to target specific types, or tailor offerings to different types. OPPORTUNITY AREAS In the wide realm of possible offerings, where did you identify and observe the most need that played to your strengths and would result in a competitive advantage and differentiation? USER JOURNEYS Successful ideas do not just consider a one dimensional moment of use but an entire holistic chain of experiences, from building awareness and discovery, all the way to customer loyalty and repeat use. INSPIRATION EXPLORATION DEVELOPMENT
  40. 40. EXPERIMENT TO DE-RISK. PHASE 2. EXPLORATION
  41. 41. mo MO Studio | Design Thinking in the Real World 41DO NOT DISTRIBUTE WITHOUT PERMISSION INSPIRATION EXPLORATION DEVELOPMENT Get real. Time to stop talking and get tangible, but don’t jump to conclusions yet. Fail often and upstream in your process to learn what works/doesn’t work.
  42. 42. mo MO Studio | Design Thinking in the Real World 42DO NOT DISTRIBUTE WITHOUT PERMISSION INSPIRATION EXPLORATION DEVELOPMENT
  43. 43. mo MO Studio | Design Thinking in the Real World 43DO NOT DISTRIBUTE WITHOUT PERMISSION UNDERSTAND DEFINE TEST + ITERATE PROTOTYPE DESIGN • Identify which opportunity areas you want to take further • Brainstorm, go wide, get visual, build on interdisciplinary ideas in a judgment free space • Synthesize ideas, see where there are points of gravity and cluster them into concepts areas • Prioritize which concepts areas are worth exploring further ACTIVITIES • Brainstorm Ideas • Prioritized Concept Areas OUTPUTS INSPIRATION EXPLORATION DEVELOPMENT IDEATE
  44. 44. mo MO Studio | Design Thinking in the Real World 44DO NOT DISTRIBUTE WITHOUT PERMISSION BRAINSTORMING RULES! (check yo’ self before you wreck yo’ brainstorm) INSPIRATION EXPLORATION DEVELOPMENT Stay focused on topic. Defer judgment. Encourage wild ideas. Go for quantity. One conversation at a time. Build on the ideas of others. Be visual.
  45. 45. mo MO Studio | Design Thinking in the Real World 45DO NOT DISTRIBUTE WITHOUT PERMISSION BRAINSTORMING RULES! (check yo’ self before you wreck yo’ brainstorm) INSPIRATION EXPLORATION DEVELOPMENT Stay focused on topic. Defer judgment. Encourage wild ideas. Go for quantity. One conversation at a time. Build on the ideas of others. Be visual.
  46. 46. mo MO Studio | Design Thinking in the Real World 46DO NOT DISTRIBUTE WITHOUT PERMISSION UNDERSTAND DEFINE TEST + ITERATE DESIGN • Create/build rapid rough prototypes and mock-ups • Have enough to be able to test and compare a range of options and ideas • Play with them to explore and identify fails vs. ideas with potential ACTIVITES • Initial Concept Directions to prototype • A range of rough prototypes • Communication/story of the intent of each prototype for user feedback OUTPUTS INSPIRATION EXPLORATION DEVELOPMENT IDEATE PROTOTYPE PROTOYPE SPACES PROTOTYPE SERVICE + COMMS PROTOTYPE PRODUCTS PROTOTYPE EXPERIENCES
  47. 47. 47 INSPIRATION EXPLORATION DEVELOPMENT Exploratory Prototypes are… - Useful to test any form of an idea (not just products) - Rough and representative (not polished or literal) - Meant to be tried, tested, played with (not precious) - Tangible expressions that can be shared for feedback and reaction (instead of just words or abstractions) - Iterative tools, learning from making rapid errors and corrections (not final solutions) - Decision making tools, based on first-hand experience of what works and doesn’t (instead of assumptions) - Good way to prevent over investing in early, untested ideas. mo MO Studio | Design Thinking in the Real World DO NOT DISTRIBUTE WITHOUT PERMISSION
  48. 48. SET YOURSELF UP FOR SUCCESS. PHASE 3. DEVELOPMENT
  49. 49. Get checked. You know too much and are too invested to realize red flags. You need a fresh outside perspective to give you a reality check. INSPIRATION EXPLORATION DEVELOPMENT
  50. 50. mo MO Studio | Design Thinking in the Real World 50DO NOT DISTRIBUTE WITHOUT PERMISSION UNDERSTAND DEFINE PROTOTYPE DESIGN • Think about what design assumptions you want to test • Create a test guide or plan that includes the key questions and points you want feedback on and the types of people who would provide useful opinions • Recruit test users • Observe people using/interacting with your concept with minimal instruction to see how intuitive it is ACTIVITIES • User Test/Feedback Plan • Document User Feedback • Concept Iterations OUTPUTS INSPIRATION EXPLORATION DEVELOPMENT IDEATE TEST + ITERATE
  51. 51. mo MO Studio | Design Thinking in the Real World 51DO NOT DISTRIBUTE WITHOUT PERMISSION UNDERSTAND DEFINE PROTOTYPE • Decide on your final design direction • Produce your design • Work with key stakeholders to ensure the design support necessary criteria (people, business, tech) • Document and communicate the story around your design, it’s valuable proposition, and the end-to-end user experience journey ACTIVITIES • Concept Design & Visualization • Concept Story and User Journey OUTPUTS INSPIRATION EXPLORATION DEVELOPMENT IDEATE TEST + ITERATE DESIGN Moments That Matter Threshold - ence Navigate Reward ex- loration Pause - logue Market District Journey Set the Tone Upfront Encourage Breadth and Depth Pause Create a New Way Of Evaluating Seed opportunities to Communicate Find a Voice Through Open Dialogue Interim Presentation 12/19/07 Introduction / GE Framework / Format Frameworks / Consumer Segmentation / Positionings / Moments / Next Steps • Business Strategy • Implementation Plan
  52. 52. DESIGN THINKING Get smart. Get real. Get checked. More fun, open and creative Aligns teams around a shared experience & vision Collective process to continually challenge status quo Better chance of long term success
  53. 53. Download Free PDF: www.designkit.org dschool.stanford.edu/resources Some additional Design Thinking rabbit holes…
  54. 54. moSTUDIO KEEP OPTIMISTIC AND INNOVATE
  55. 55. Thanks for listening & let’s keep in touch! We love long walks on the beach, or inspiring chats in hipster cafes. sue@themostudio.com jeff@themostudio.com www.themostudio.com

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