SAP Design Thinking Phil Loewen

1. WELCOME
to @SAPInsideTrack 2012
in Eindhoven, NL
Infusing Design Thinking
©SAP AG 2012 | 1

2. WHAT WE EXPECT Be open. Do it. Try it out.
©SAP AG 2012 | 2

3. WHY WE DO THIS To meet the user’s needs.
©SAP AG 2012 | 3

4. DESIGN THINKING
Things to Remember
 USE THE WHOLE SPACE. Do not limit  TIME-BOXING – yes, you will not have
yourself to the white board. enough time
 Active participation by everyone  Please – minimal use of cell phones,
computers, iPads
 Be VISUAL
©SAP AG 2012 | 4

5. DESIGN THINKING
Create Innovation by combining the
right PEOPLE, the needed SPACE and
a supporting PROCESS.
©SAP AG 2012 | 5

6. THERE IS NO MAGIC.
©SAP AG 2012 | 6

7. AND IT’S NOT ABOUT LUCK.
©SAP AG 2012 | 7

8. THE RIGHT PEOPLE.
©SAP AG 2012 | 8

9. NO LONESOME RESEARCH.
©SAP AG 2012 | 9

10. INTERDISCIPLINARY TEAMS of T-shaped people.
©SAP AG 2012 | 10

11. DIFFERENT MINDSETS & EXPERIENCES.
©SAP AG 2012 | 11

12. THE NEEDED SPACE.
©SAP AG 2012 | 12

13. FLEXIBLE ENVIRONMENT
©SAP AG 2012 | 13

14. THE TEAM SPACE IS YOURS
©SAP AG 2012 | 14

15. THE SUPPORTING PROCESS.
©SAP AG 2012 | 15

16. THE DESIGN THINKING APPROACH
360°
SCOPING SYNTHESIS IDEATE PROTOTYPE VALIDATE
RESEARCH
©SAP AG 2012 | 16

17. CURIOSITY & WILLINGNESS TO LEARN.
©SAP AG 2012 | 17

18. BE A CHILD.
©SAP AG 2012 | 18

19. FAILURES ARE ALLOWED and a great opportunity to learn.
©SAP AG 2012 | 19

20. SCOPING
What are you trying to achieve?
 focus of the solution  plan the project, based on the phases
 quick research to validate of the Design Thinking approach
 shift the project focus if necessary
©SAP AG 2012 | 20

21. 360° RESEARCH go out of the building.
©SAP AG 2012 | 21

22. 360° RESEARCH
Research, discover, explore and capture
 Find key insights  Understand stakeholders
 Find the real expert  Gather market information
 Gain empathy for the users  Research analogous situations
 Research adjacent situations
 Do field research to understand users
©SAP AG 2010 | 22
2012

23. 360° RESEARCH
Understand stakeholders
 Understand their expectations and
motivations
 map out their relationships to each
other and to the project goals.
©SAP AG 2012 | 23

24. 360° RESEARCH
Gather market information
 Is the market big enough?  Consider analysts and thought
 What will be your unique selling leaders
proposition?
 Your competitive advantage?
©SAP AG 2010 | 24
2012

25. 360° RESEARCH
Do field research to understand users
 with the people for whom you are Here are some methods and tools to choose:
designing  Interviews and in context observations:
to get answers to specific questions
 Ethnographic studies: great to collect
data on peoples’ culture and contexts
 Make tools: great for collective
creativity
©SAP AG 2010 | 25
2012

26. FIELD RESEARCH
How you ask matters
 Leading questions are ineffective. Example Questions:
 Open-ended questions ‘what’, ‘why’,  What do you use to purchase your tickets?
‘how’, ‘when’, ‘where’, ‘who’ provide  How do you know which bus or train to
insights. take?
 Can you describe step by step how you
reach your goal?
©SAP AG 2010 | 26
2012

27. FIELD RESEARCH
What to do when you are with your end
users
Body language, listening, observation Collect artifacts
 Show visible signs of empathy.  What is the artifact and who uses it?
 Observe the users:  Who creates it and who receives it?
Do they look confused, nervous,  How is it used, reused, misused?
delighted?  Why do they use it this way?
 Let them finish their thought.
©SAP AG 2010 | 27
2012

28. FIELD RESEARCH
If you return early, do not try to
connect the dots and do not
jump to conclusions, yet.
©SAP AG 2012 | 28
2010

29. SYNTHESIS Understand & gain insights
©SAP AG 2010 | 29
2012

30. SYNTHESIS
Understand and gain insights
Part one Part two
Storytelling Looking at the needs and motivations
Capturing key points Creating personas/a POV
Identifying user roles
Clustering and prioritization
©SAP AG 2010 | 30
2012

31. SYNTHESIS
Storytelling
 Make a list of users you saw  Be visual 
 Describe what you heard and observed  Put one statement per post-it and
 Try not to (mis)interpret or judge and articulate the statements clearly so that
indicate if you make an assumption they are understandable without other
 As the audience, try to note down all context.
important details on post-its  Use one color per user to have a
reference.
©SAP AG 2010 | 31
2012

32. THE ART OF STRUCTURING YOUR INSIGHTS.
©SAP AG 2012 | 32

33. THE ART OF STRUCTURING YOUR INSIGHTS.
©SAP AG 2012 | 33

34. SYNTHESIS
Creating personas
 Personas are fictional characters created to Your persona description might include:
represent user types.  name and picture
 They are useful in considering the goals,  demographics like age, education
desires, and limitations of the users to help  needs and tasks
to guide design decisions.  goals and aspirations
 Personas put a personal human face on
otherwise abstract data about customers
©SAP AG 2012 | 34

35. SYNTHESIS
Coming up with a POV Point of View
POV = User + Need + Insight Template:
[Attributed user] needs (to) [Position]
The Point of View is one sentence that
because [Insight]
creates an image in your mind. Based on
Example:
an understanding of a user group and an The Department Supervisor needs time with
insight into a specific need, it narrows the customers, since knowing who they are
focus and makes the problem specific. enables her to optimize her ordering plan.
©SAP AG 2012 | 35

36. IDEATION find ideas & go for quantity.
©SAP AG 2010 | 36
2012

37. IDEATION
Ideation is about brainstorming ideas
 The goal is to generate as many ideas as
possible
 At this point the team starts to imagine Creating
Choices
possibilities
 Do not check for feasibility and viability at
the beginning of ideation, this is done later
during prioritization
©SAP AG 2012 | 37

38. BRAINSTORMING RULES. ©SAP AG 2012 | 38

39. Validate and validate your ideas.
©SAP AG 2012 | 39

40. VALIDATION & ITERATION
Get feedback from end users
 Take your idea, re-visit end users  Create a storyline to show how a user
and take them through a scenario that employs the solution to reach the goal
shows how to reach the goal with the  Capture and later synthesize all feedback
new solution.  Ideate how the feedback can be worked
 Listen carefully to what they say. into the next iteration of your solution
©SAP AG 2010 | 40
2012

41. PROTOTYPE make ideas tangible.
©SAP AG 2012 | 41

42. PROTOTYPING
Fail early, fail often
 A first or preliminary model of something.  The better it looks, the more narrow the
 Prototypes may show what something looks or feedback.
feels like, or how it operates.  Failure is simply part of understanding
 Prototypes make things tangible. and improving.
 It is made to test other peoples’ reaction, and to  Different types of prototyping.
help you learn and gain insights into what your
ideas mean to the people you are designing for.
©SAP AG 2010 | 42
2012

43. PROTOTYPING
Storyboards
 Visualize your solution  Storyboards help viewers to share the
 make it tangible by sketching it out holistic experience a user of a product
or service might go through.
©SAP AG 2012 | 43

44. PROTOTYPING
Low fidelity Mockups
 Demonstrate Functionality,
 Don‘t try to be too perfect. “Key
(Look)&Feel of your Solution
functionality and screen flow is key,
 Compose low fidelity mockups by rather than finalized screenshots.“
using traditional material.
©SAP AG 2010 | 44
2012

45. CONSTRUCTIVE FEEDBACK CULTURE.
©SAP AG 2012 | 45

46. THANK YOU Eindhoven
Now you are all
”Infused with Design Thinking”
©SAP AG 2012 | 46