Introductory lecture on Design Thinking given by Mark Billinghurst as part of the HITD 201 course taught at the University of Canterbury. Taught on December 9th 2013
2. Mark
PhD Electrical Engineering
University of Washington
Interaction Design
Museum experiences, Tools
Augmented Reality
Mobile AR, Evaluation, Multimodal
Collaboration
Enhanced FtF and remote collaboration
4. What to Do?
Imagine
You re bringing a new product to market
Your #2 competitor has been in the market for
over a year, selling millions of units
Your #1 competitor launches the same month
Your technology is slower than your competitors
Your technology is older than your competitors
Your last product failed in the market
5. Do you compete on Price ?
Do you compete on Technology ?
Do you compete on Features ?
Compete on user experience !
6.
7. Nintendo Wii
Cheap - $500
Unique game play/Design
Wireless 3 DOF controller
Position and orientation sensing
Aiming to broaden user base
Can play previous games/downloads
16. Design Thinking
A problem solving methodology that helps
students and innovators to approach
today’s problems from a new
perspective.
17.
18. “Design thinking is a human-centered approach to
innovation that draws from the designer's toolkit to
integrate the needs of people, the possibilities of
technology, and the requirements for business
success.”
—Tim Brown, president and CEO, IDEO
19.
20. Design Thinking Mindset
Focus on human values
Show don’t tell
Craft clarity
Embrace experimentation
Be mindful of process
Bias towards action
Radical collaboration
22. History of Design Thinking
1969 Herbert Simon – The Science of the Artificial
Design as a way of thinking
1973 Robert Kim - Experiences In Visual Thinking
Design Engineering
1980’s Rolf Faste -Stanford Univ.
Design Education, HCD
1991 Deflt University
First Academic Research Symposium
1991 Founding of IDEO
2004 Stanford d.school founded
23. IDEO (http://www.ideo.com/)
International Design Innovation firm
Founded 1991
Major advocate of Design Thinking
Multidisciplinary staff
Human factors, engineering, design, communications
Major Projects
Apple mouse, Palm V, Leap chair, etc
27. Empathize
Empathy: Foundation of Human-Centered
Design Process
Observe; Users and their behaviour in context
Engage: Interact with and interview users
Immerse: Experience what users experience
28. Why Empathize
Need to understand end users
You’re solving their problems
Watching people what people do
Understand what they think and feel
Engage to uncover unexpected insights
Uncover needs – conscious and unconscious
Guide innovation efforts
Identify right users to design for
34. Define
Expresses the problem you are addressing
Defines your unique point of view
Unique design vision based on Empathy outcomes
Two Goals
Deep understanding of users and design space
Actionable problem statement (point of view)
36. Tools for Problem Definition
Storytelling
Personas
Clustering
Task Flow Analysis
Frameworks
Empathy Maps
37. Personas
• Personas are a design tool to help visualize who you are
designing for and imagine how person will use the product
• A persona is an archetype that represents the behavior and
goals of a group of users
• Based on insights and observations from customer research
• Not real people, but synthesised from real user characteristics
• Bring them to life with a name, characteristics, goals, background
• Develop multiple personas
41. How Might We … ?
Short questions that launch brainstorming
42. Good Point of View
Inspires your team
Provides focus and frames the problem
Provides a reference for evaluating ideas
Fuels brainstorming by suggesting ‘how might we’
Captures the hearts and minds of people
Guides your innovation efforts
43. Ideate
Idea generation
Large quantity of diverse ideas
Motivation
Step beyond obvious solutions
Harness collective perspectives
Uncover unexpected areas of exploration
Create fluency (volume) and flexibility (variety)
Move beyond obvious solutions
44. Ideation Tools
Brainstorming
Be visual, defer judgment, quantity not quality
Mindmaps
Look at existing solutions
Post-it note clouds
48. Prototype
Create physical form of ideas
Allow people to experience and interact with them
Why Prototype?
Empathy gaining- deepen understanding of design space
Exploration – build to think
Testing – test solutions with end users
Inspiration – help others catch your vision
55. Goals of Prototyping
Learn
Solve Disagreements
Reduce miscommunication
Start a conversation
Fail quickly and cheaply
Test ideas without spending time and money
Manage the solution building process
Break large problem into smaller testable parts
56. Test
Place prototypes into context of use
Prototype and if you know you’re right, Test as if
you know you’re wrong
Why Test
Refine prototype and solutions
Learn more about the user
Refine our POV
57. Types of Testing
‘quick and dirty’
Focus Group
Usability testing
Field studies
Predictive evaluation
61. Elaboration and Reduction
Elaborate - generate solutions. These are the opportunities
Reduce - decide on the ones worth pursuing
Repeat - elaborate and reduce again on those solutions
Source: Laseau,P. (1980) Graphic Thinking for Architects & Designers. John Wiley and Sons
63. The Design Funnel
Alternate generation of ideas and convergence until resolution
Modified from Pugh, S. (1990) Total design: Integrated methods for successful products engineering.
Addison-Wesley. P. 75
64. Assignment One
Write a one page reflection on the following:
1. What does Design Thinking mean to me?
2. What you hope to get out of the class
3. How you imagine Design Thinking will help
you achieve your goals?