Download to read offline
Uploaded byTudor Juravlea
Aspire Bootcamp - April 2018
This document provides an introduction to design thinking. It discusses design thinking as a human-centric process that involves empathizing with customers to understand their needs, generating and refining ideas, and iterating based on customer feedback. The document outlines the main stages of design thinking as empathize, define, ideate, prototype, and test. It emphasizes the importance of qualitative research methods like interviews and observation to gain insights into customers. The document also discusses how to plan research effectively and highlights best practices for conducting interviews and focus groups.
More Related Content
Similar to Aspire Bootcamp - April 2018
Aspire Bootcamp - April 2018
- 1.
- 2.
- 3. 3 DESIGN THINKING SOCIETY IN T R O D U C I N G We are a team of innovation facilitators with different backgrounds. Our main goal is to help our clients design a better future. M A G DA R O P OTA N D R A G O S G AV R I L E S C U A L I N A BA N U L E A SA T U D O R J U R AV L E A
- 4. 4 Innovation is notan event There is no struck of genius ”It takes years to build Overnight success”
- 5. 5 WHAT IS DESIGNTHINKING DESIGN THINKING refers to the use of designer's methods to discover customer needs and match them with a viable business strategy but also with technology that is feasible. people's needs feasible technology viable business
- 6. 6 A WAY TOACHIEVE PURPOSE
- 7. 7 H e rb e r t A . S i m o n R o b e r t M c K i m B r y a n L a w s o n P e t e r R o w e ” d e s i g n w a y o f t h i n k i n g ” i n ” T h e S c i e n c e s o f t h e A r t i f i c i a l ” 1969 ” d e s i g n e n g i n e e r i n g ” i n “ E x p e r i e n c e s i n V i s u a l T h i n k i n g " t h e a rc h i t e c t u re b o o k ” How Designers Think” “ D e s i g n T h i n k i n g ” m e t h o d s a n d a p p ro a c h e s 1973 1980 1987 50 YEARS OF DESIGN THINKING
- 8. 8 R o lf F a s t e D a v i d M . K e l l e y T i m B r o w n T o m K e l l e y B i l l M o g g r i d g e M i k e N u t a l l i N O W Te a c h i n g " d e s i g n t h i n k i n g a s a m e t h o d o f c re a t i v e a c t i o n . ” a t S t a n f o rd U n i v e r s i t y 1980 - 1990 I D E O w a s f o u n d e d U s e d w o r l d w i d e b y a f e w l e a d i n g c o m p a n i e s a n d s t a r t u p s 1991 2018 50 YEARS OF DESIGN THINKING
- 9. 9 DESIGN THINKING IS HUMANCENTRIC Start by empathizing - identify who your customers are - discover attitudes, behaviors, needs - identify opportunities and problems to solve. Generate and refine ideas - design for moments of delight and usefulness - prioritize ideas by considering customer value, business value and feasibility. - test with real people, all the time - change, adjust and implement from the feedback you gather Iterate, refine and validate UNDERSTANDING ITERATIONIDEATION
- 10. 10 DESIGN THINKING ISITERATIVE Discover First you listen to your customers. Define Then you find out how you can help. Ideate Only then you can come up with ideas Test Then prototype and show them around
- 11. 11 ”DOUBLE DIAMONDS” Discover First youlisten to your customers. Define Then you find out how you can help. Ideate Only then you can come up with ideas Test Then prototype and show them around We start with a vision or statement of intent We focus on one clear opportunity We get a a detailed and proven concept Solving the right problem Solving the problem right
- 12.
- 13. 13 kano Meet basic expectations -Very basic functionality - Must-haves that everyone expects - Hygiene that nobody talks about Satisfy needs - What customers need and ask for - What your competitors already have - Quantifiable, differentiating features Delight - WoW features - Nice surprises that add a plus to an already pleasant experience
- 14. 14 IMMERSION & RESEARCH Qualitative Quantitative AttitudinalBehavioral Focus groups User interviews Participatory design Why & How? How many? Usability testing Field Studies Prototyping Analytics Sales results Surveys Customer support What they say they do. What they actually do.
- 15. 15 Who should youtalk to first EXT REME USER S
- 16. 16 “ M os t p e o p l e d o n ’ t l i s t e n w i t h t h e i n t e n t t o u n d e r s t a n d . T h e y l i s t e n w i t h t h e i n t e n t t o r e p l y . ” S t e p h e n R . C o v e y
- 17. 17 Brené Brown onEmpathy
- 18. 18 In-depth interviewsUser ObservationFocus Groups How?
- 19. 19 Write down whatyou believe you already know about your users. Write down what you don’t know but you want to find out. Create a list of questions that you want to ask. ALWAYS PLAN YOUR RESEARCH Don’t be judgmental, Don’t ask leading questions, Don’t ask yes / no questions, Don’t ask compound questions, Don’t allow one person to dominate, Don’t get invested or pose as an expert EMPATHIZE Try to find patterns and recurring themes. Be aware of the mental models and behaviors. Always ask why and go back to research, WRITE DOWN AND RECORD EVERYTHNG INTERVIEWS AND FOCUS GROUPS
- 20. 20 Do’s and don'ts Don'tuse leading questions. It doesn't matter what answer you would like from a user. You need to know what they actually think. Be neutral. Drop your ego. Suspend criticism. You need to drop your ego and all-knowing attitude to know the real picture. Shut up and listen. Learn to keep your mouth shut after you ask a question.
- 21. 21 7 Basic rulesof research 1. Use active listening. 2. Get people to show & tell. 3. Avoid YES/NO questions. 4. Pretend you don’t understand. 5. Pretend you’re not invested in the project. 6. Ask about what they have done not what they will do. 7. Leave your opinions at home.
- 22. 22 A crash coursein design thinking
- 23. 23 REDESIGN AN EXPERIENCE FORONE COLLEAGUE Find out what is the biggest challenge that your colleague is facing right now01 Write more possible solutions for the problem that your colleague is facing02 Test the solutions with your colleague and gather feedback to improve them03
- 24. 24 DESIGN METHOD BOOKS UniversalMethods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions by Bruce Hanington and Bella Martin 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization by Vijay Kumar The Designing for Growth Field Book by Jeanne Liedtka, Tim Ogilvie, Rachel Brozenske
- 25.