Design thinking for designing and
delivering services Zaana Howard | @zaana Huddle | @wearehuddle

Libraries are facing challenges What
are the greatest challenges you are facing? What might the customer value proposition of libraries be in the future? What might your library become? DESIGN THINKING WORKSHOP | Zaana Howard | 2

Agenda 1.35 What is design
thinking? 1.50 Discover: Understanding libraries now 2.10 Define: Thinking about tomorrow 2.40 Develop: Prototyping the library of tomorrow 3.45 Deliver: Pitch & showcase 4.20 Wrap up DESIGN THINKING WORKSHOP | Zaana Howard | 3

what is
design thinking?

design is evolving from this
to this DESIGN THINKING WORKSHOP | Zaana Howard | 5

design thinking is a human
centred, collaborative & creative approach to solving complex problems DESIGN THINKING WORKSHOP | Zaana Howard | 6

Adapted from Brown (2008).
business (viability) technology (feasibility) people (desirability) design thinking integrates... DESIGN THINKING WORKSHOP | Zaana Howard | 7

is a balance of thinking...
Adapted from Mar6n (2009) analytical thinking intuitive thinking design thinking DESIGN THINKING WORKSHOP | Zaana Howard | 8

Adapted from We are Snook
design thinking starts with... users clients customers stakeholders borrowers patrons people DESIGN THINKING WORKSHOP | Zaana Howard | 9

a note on language... user
centred design human centred design user experience service design design thinking + ... often interchanged, all related but each has its own distinct definition, history and foundations DESIGN THINKING WORKSHOP | Zaana Howard | 10

the
design thinking
process

design process discover define develop
deliver Based on UK Design Council DESIGN THINKING WORKSHOP | Zaana Howard | 12

design process discover define develop
deliver general problem specific problem or opportunity solution DESIGN THINKING WORKSHOP | Zaana Howard | 13

design process discover define develop
deliver diverge converge DESIGN THINKING WORKSHOP | Zaana Howard | 14

how design feels Based on
Daniel Newman, Central Office of Design DESIGN THINKING WORKSHOP | Zaana Howard | 15

on your
mark

ground rules Have fun Encourage
wild ideas Bring ideas to life Work fast Work together, no spectators Done, not perfect

discover

Share what you know Share
stories & experiences Interview each other, have a conversation, share stories about your customers and library experiences. 10 minutes to share Capture any themes and insights Questions to consider What are the greatest challenges you are facing? Why are these challenges? What is causing these challenges? DESIGN THINKING WORKSHOP | Zaana Howard | 19

Capture opportunities 10 minutes on
opportunities for the future From your conversation: What are the needs of your customers? What opportunities did you spot? Turn that frown upside down Problems can be solved, or even better new futures created. DESIGN THINKING WORKSHOP | Zaana Howard | 20

define

Build a persona 20 minutes
on building personas Who are you designing for? What motivates them? What are their needs? What is their background? How do you design for their context? Personas help idea generation and help you become more empathic with your intended audience. DESIGN THINKING WORKSHOP | Zaana Howard | 22

Personal information Age: 19 Profession:
full time student Field: Design Home life: single, lives with parents Hobbies: hanging out with friends Personality: arrogant and ambitious Amelie the Undergrad “Do I need to know this to pass?” • Inexperienced library user • Only interested in what’s required • Research is not a key part of the course Background Computer usage Library usage Key experiences Experience: high Primary uses: IM, email, web, Creative Suite Favourite sites: Facebook, YouTube, Vimeo, Design Milk Hours online per week: 40 Works out of: library or home Devices: laptop & any device she can get her hands on How often (online): weekly How often (offline): few times a week For: study, meet friends Advanced features: rarely Reliance on library: high (few alternatives) Material: books Uses: catalogue Amelie uses design books in the library to get ideas for projects. She does not rely on the library’s journal collections, her emphasis is on books. She uses the online catalogue to get started but spends most of her time pulling books from the stacks and looking for images. As a design student her work is very project focused with little research required. Some of her projects are highly independent, others involve working in groups and building on ideas from her colleagues. Her studio work involves developing prototype designs by using Creative Suite software, constructing physical models, and sketching on paper. She relies on Getty Images and Flickr as good sources for digital images. She has found it difficult to search for images through the library. She has tried to use the “ask a librarian” feature but sometimes she gets the feeling that there are not enough resources to handle all the requests so you have to wait for a reply. Amelie uses the library systems so infrequently that she doesn’t get used to them or build up tactics or strategies for success. Amelie needs help to use the library. If you don’t bring the book back on time you get an “outrageous fine, something like $30.” Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.

Draw your persona: Name: Age:
Where do they live: Build a persona What do they do during the day? What do they value? How do they use the library? What are their key experiences? What are their needs? DESIGN THINKING WORKSHOP | Zaana Howard | 24

Create a focusing question 10
minutes to create a question Example: How might Chris, a culinary apprentice, find relevant and credible information on knife skills so that time researching and learning is minimised as she works full time and has a baby at home? Make it juicy & actionable Question structure: How might who what so that why? Based on the challenge, need, persona and insight. DESIGN THINKING WORKSHOP | Zaana Howard | 25

develop

Creating new futures 50 ideas
in 10 minutes Document, visualise & build upon ideas, ‘Yes and...’, Be wild. Ideas and opportunities What are the opportunities and possible solutions to the problem you identified? Is this a new role for libraries? A new service for customers? Is it even a physical space? DESIGN THINKING WORKSHOP | Zaana Howard | 27

Synthesise solutions 10mins to choose
a solution. This might be one idea you’ve had, a mash up of several or something new! How will you solve the problem? All problems have several solutions. Consider how you might best resolve the problem you’ve identified. DESIGN THINKING WORKSHOP | Zaana Howard | 28

Storyboard the new experience 15
minutes to storyboard your ideas Top tip: Start in the middle of your story with your ‘magic’ service moment, what are you trying to achieve? Don’t forget context: who? what? why? where? when? Story What is the story of your new product | service | library? Like a story, it should have a beginning, middle & an end before aftermagic moment DESIGN THINKING WORKSHOP | Zaana Howard | 29

Prototyping a library service for
tomorrow 30 minutes on prototyping and improvising your future library Sketch, draw, build. Don’t be precious! Could be: wireframe, diorama, role play, scenario. Don’t be limited! Make your idea come to life Highlight what parts of your idea have ‘form’ and make them tangible. What parts of your idea can people touch? What will people see when they first encounter your service? DESIGN THINKING WORKSHOP | Zaana Howard | 31

deliver

Prepare your pitch 10 mins
to prepare 3 minute pitch Stick to it. Tell us your vision. Audience Who is your audience? Who is your new library service for? Content What is your tweetable pitch? What is it called? How does it work? Format How are you going to present your pitch? Make it engaging but informative. DESIGN THINKING WORKSHOP | Zaana Howard | 33

showcase

summary

process reminder discover define develop
deliver DESIGN THINKING WORKSHOP | Zaana Howard | 36

four principles conversation collaboration visualising
and making storytelling DESIGN THINKING WORKSHOP | Zaana Howard | 37

key is collaboration most problems
are too complex for one person. involving customers, multiple perspectives, disciplines, knowledge, skills and experiences is key. DESIGN THINKING WORKSHOP | Zaana Howard | 38

thank you CAVAL! @zaana @wearehuddle
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