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Design thinking and Role Playing
- 3. We are talking about design in its broadest meaning
- 4. Steve Jobs, co-founder Apple “Design is not just what it looks like and feels like. Design is how it works.”
- 5. Start stop -> lower emissions -> lower taxes -> I can afforddriving pleasure “Everything is designed”
- 6. Design Thinking is less about thinking & more about doing
- 7. Then what is actually DESIGN THINKING? And what it’s not
- 8. DESIGN THINKING Is a creative approach to solvingproblemswhere innovation (or seeing things differently) is the goal
- 9. DESIGN THINKING A human-centered problem-solving method that applies extensive user-research, rapid prototyping, iterative improvement cycles, and interdisciplinary team work
- 10. MAKING PEOPLE WANT THINGS MAKING THINGS PEOPLE WANT From To → Online Marketing & Digital Advertising Designing Digital Services & Products
- 11. Design Thinking is a user-centered approach to problem solving
- 12. Key elements 1. People-centered 2. Highly creative 3. Hands-on 4. Iterative !
- 13. People-centered You start from what people, users, customers, (…) need or want to do. Their motivations and the problems they are trying to solve. Empathy is key. It’s not about you. You need the ability to understand and share the feelings of others. 1
- 14. Highly Creative Design thinking stimulates you to look at situations differently and come up with new solutions, that go beyond and improve existingalternatives. Integrative thinking is key. You need the ability to look at all the different aspects of a problem. 2
- 15. Hands-on Stop discussing, start working. Make ideas tangible. Prototyping is thinking with your hands. Test your hypnotises. Failure is a (necessary) part of the process in order to succeed. Experiments with trial and error are key. 3
- 16. Iterative The road to success does not follow a straight line. The more you are able to loop through “understand > create > learn” cycle, the higher chance you have for good results. 4
- 17. How design feels
- 20. Empathise Understand the experience, situation and emotion of the person who you are working for • • • Observe users and their behaviour in the context of their lives. Engage with people in conversations and interviews. Ask why. Watch and listen: ask someone to complete a task and tell you what they are doing 1
- 21. Interviewing and self-immersion Empathize Need finding
- 22. Define Process and synthesise the findings in order to form a user point of view that you will address • • • User: develop an understanding of the type of person you are designing for Needs: synthesise and select a limited set of needs that you think are important to fulfil Insights: express insights you developed and define principles 2
- 25. Ideate Focus on idea generation. You translate problems into solutions. Explore a wide variety and large quantity of ideas to go beyond the obvious solutions to a problem. • • • Creativity: combine the un/conscious with rational thoughts and imagination Group synergy: leverage the group to reach out new ideas an build upon other’s ideas Separate the generation and evaluation of ideas to give imagination a voice 3
- 27. Prototype Build to think. A simple, cheap and fast way to shape ideas so you can experience and interact with them. • • Start building: Create an artefact in low resolution. This can be a physical object or a digital clickable sketch. Do it quick and dirty. Storyboard: create a scenario you can role play in a physical environment and let people experience your solution 4
- 33. The outcome of a Design Thinking project is one or more tested prototypes Simple and easy to handle prototypes Quickly created Focus is on few features Costs: low Complex simulations and prototypes of the future product, service or process and business model All important functions areimplemented Costs: higher
- 34. Test Ask for feedback on your prototypes. Learn about your user, reframe your view and refine your prototype. • • Show: let people use your prototype. Give it in their hands and let them use it. Listen to what they say. Create experiences: let people talk about how they experience it and how they feel 5
- 36. I N S P I R A T I O N IDEATE PROTOTYPE TES T REFINE DELIVER I D E A T I O N I M P L E M E N T A T I O N CON RESEARCH DESIGN CHALLENGE SYNTHESIS VERG DIVERGE Phases of Design Thinking
- 37. Phases of Design Thinking I N S P I R A T I O N IDEATE PROTOTYPE TES T REFINE DELIVER I D E A T I O N I M P L E M E N T A T I O N CON RESEARCH DESIGN CHALLENGE SYNTHESIS VERG DIVERGE
- 38. Phases of Design Thinking I N S P I R A T I O N IDEATE PROTOTYPE TES T REFINE DELIVER I D E A T I O N I M P L E M E N T A T I O N CON RESEARCH DESIGN CHALLENGE SYNTHESIS VERG DIVERGE
- 39. The Core Drivers of Innovation
- 40. The Core Drivers of Innovation Desirability (user) Customers what are they thinking, doing and feeling?
- 41. The Core Drivers of Innovation Desirability (user) Feasibility (technology) Customers what are they thinking, doing and feeling? Do we have the technology / Process need?
- 42. The Core Drivers of Innovation Viability (business) Feasibility (technology) Desirability (user) Customers what are they thinking, doing and feeling? Do we have the technology / Process need? Does business model / case make sense?
- 43. The Core Drivers of Innovation Innovation Viability (business) Feasibility (technology) Desirability (user) Does business model / case make sense? Customers what are they thinking, doing and feeling? Do we have the technology / Process need?
- 45. How to really innovate any business problem or need?
- 46. You have a business need? Business
- 47. But, consumers have needs too Consumer
- 48. Design Thinking is framework to really understand our customers
- 49. Design Thinking Phase Traditional Project Management Phase Business need Customers need Externalise Evolve Define your business problem (your need) Discover Crystallize Analysis / Ideation Prototype Implementation Bridge the gap via insight Explore - go out into the world Iterating Explore
- 50. To bridge these needs requires a new way of thinking
- 51. Really understand the customer by going out into their world… (i.e. not “market research” but contextual / ethnographic research)
- 52. To build empathy with our customers
- 53. Empathy requires you recognize and understand another’s point of view
- 54. Best way to do this is with a persona An archetype (i.e. model of a person, an ideal example)
- 55. BUT… Personas are more then just demographic information a persona needs to capture the persons behavior, belief and philosophy. More importantly their motivation or intentions.
- 56. So, what do we need to look for when we create our personas?
- 57. We need to know what they are…
- 58. Thinking
- 59. Doing Thinking
- 61. in order to build... Feeling Doing Thinking
- 67. Look,listen and try it out with our persona Prototype New business ideas Opportunities Insight Empathy Feel Do Think
- 69. WHAT is Role Playing? Role-playing is a method for stepping into someone else's shoes, taking on a persona, and acting like that person in a particular scene that you've constructed with other characters. From there, you are able to focus in on the person-to- person interactions you're having as that character.
- 70. WHY use Role Playing? Role-playing is a method for stepping into someone else's shoes, taking on a persona, and acting like that person in a particular scene that you've constructed with other characters. From there, you are able to focus in on the person-to- person interactions you're having as that character.
- 71. LetsStart 1. IdentifyKey Measurements. Told us your need from the persona. The main question to be answered. 2. IdentifyPersonas Craft persona’s main bio. You may make a negative personas. 3. DevelopthePersonas Defineuserneeds Motivations, goalsandneeds, How toachievethem,challenges,how will know abouttheapp, how willsubscribe,thingshe is searching for 4. Servedby 5. PersonaActivating 6. Reflection Compare different personas, discuss patterns, resolve conflicts
- 72. Persona Template
- 73. Empathy Map
- 74. Empathy Map
- 75. Empathy Map