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How Design Thinking will fix Design Thinking
- 1. HOW DESIGN THINKING WILL FIXDESIGN THINKING 1
- 2. The Funky DesignIceberg 2 The typical perception of Design Thinking
- 3. The Design ThinkingIceberg 3 Holistic Design Thinking The typical perception of Design Thinking
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- 5. The Misperception ofDesign Thinking 5 Design Thinking Design Business Tech
- 6. The Misperception ofDesign Thinking 6 Design Thinking Design Business Tech
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- 8. Design Thinking context8 Human Business Tech
- 9. Design Thinking context9 “Design Thinking is a method of meeting humans' needs and desires in a technologically feasible and strategically viable way.” Tim Brown
- 10. Design Thinking context10 Business viable Technology feasible Human desirable Tim Brown, Liz Sanders
- 11. The Product RationaleDependencies 11 Human Business and that generates value for can generate revenue for Product that works
- 12. Human-centrism across disciplines12 User HumanDesign layer Business layer Tech layer Consumer
- 13. Human-centrism across disciplines13 User Human Consumer Design layer Business layer Tech layer “Needs to generate revenue” “Needs to solve human problems” “Needs to function flawlessly” ProductProductProduct
- 14. Human-centrism across disciplines14 User Human Consumer Product Design layer Business layer Tech layer “Meets human needs and desires, is technologically feasible, and strategically viable” “Needs to generate revenue” “Needs to solve human problems” “Needs to function flawlessly”
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- 17. Roles in productteams 17 Design Tech Tech Lead Business Lead Design team Developers Business team Creative Technologist / Design Engineer Business Designer / Design Strategist Technical Product Manager Business The core product team is interdisciplinary. Design Lead Product Mgr.
- 18. Product–discipline gravitational powerdynamics 18 Design Business Tech Business discipline core competency Tech discipline core competency Design discipline core competency Interdisciplinary product discipline
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- 20. The danger ofDesign "dissolving" inside product teams 20 Design Business Tech Business Tech Design
- 21. Roles in transversalDesign teams 21 Insights Head of Research and Insights IXD Visual Design CDO / Design Director Head of IXD Head of Visual Design / Creative Director User Researchers / Trend Researchers / Service Designers Interaction Designers Visual Designers, Visual Production Designers Creative Technologists, Design Strategists Hybrids (Service) Design Leads Design Discipline Leads Design Leads Product verticals Other roles are: Design Resource Manager, Design Program Manager
- 22. Roles in transversalDesign teams 22 Product vertical Product vertical Product vertical Transversal Design
- 23. Roles in transversalDesign teams 23 Product vertical Product vertical Product vertical Design Discipline Lead (Service) Design Lead Transversal Design
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- 25. Organization with internaldesign discipline 25 Design Business Tech Internal design discipline Design Thinking
- 26. Organization with externalDesign consultants 26 External design consultancy as acting design discipline Business Tech Design Thinking Design
- 27. Organization with externalDesign consultants 27 Business Tech Design Thinking Design External design consultancy as acting design discipline with ex-design discipline “clones”
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- 29. Experience metrics arepart of product KPIs 29 Business metrics Market performance of a product Technology metrics Technical performance and maturity of a product Experience metrics User behavior when interacting with product KPIs { Quantitative data
- 30. Experience metrics example30 Engagement Intimacy, passion, and commitment Effectiveness Being able to perform a task or not Efficiency Time to perform a task Intuitivness Number of errors while performing a task Ergonomics Number of interactions while performing a task Ease of use High granularity of action Low granularity of action Pace of use
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- 32. Minimum Viable Experience32 Discovery Design DevelopmentDeployment Test Concept Interactive prototype Product Working prototype Product MVP to full-scale product Idea Paper prototype Problem validation Idea validation Concept validation Product validation Business hypothesis validation
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- 34. The evolution ofthe design discipline 34 Human Human perceivable Sub-perceptive Value Technology Design
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