APS 1015H Class 3 - Design Thinking Part 1

APS 1015H: Social Entrepreneurship

Class 3: Design Thinking (Part 1)

Wednesday, September 28, 2011

Instructors:
Norm Tasevski (norm@socialentrepreneurship.ca)
Karim Harji (karim@socialentrepreneurship.ca)
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© Norm Tasevski & Karim Harji

Agenda

•  Admin stuff
•  Design Thinking – the basics
•  Group Exercises – Applying Design Thinking to your
social venture
•  Class discussion
•  Prepping for next week

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Admin Stuff

•  Idea Jam at Thing Tank Lab next week
–  Starts at 6:30 SHARP
–  Location: 376 Bathurst Street (just north of Dundas)
•  Format
–  Thing Tank Intros (5 minute)
–  Groups give 5 minute presentations on their idea to the crowd
–  Attendees (approx. 20) then rotate between each group (3
rotations of 15 minutes each)
–  Groups then report back on the 3 “big ideas” discussed at
each table
•  What you need to prep:
–  A 5 minute synopsis (to be given verbally) – handouts/
presentations are optional
–  An “ask” around 2 areas of help (e.g. do you need help
ideating on the tech? On the business model? On designing a
prototype?)
http://www.criticalmaking.com/ddimit/
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Design Thinking
- The Basics

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Design Thinking
is a Mindset
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What is “Design”?

“A process by which an artifact is
brought into existence”
Amir Khella

“A science studied on its own terms, with its own
rigorous culture”
Nigel Cross

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What is “Design Thinking”?

“DesignThinking begins by understanding the needs
and motivations of people…you talk to these
people, listen to them, you consider how best to help Human Centered
them do good work. Design Thinking begins from this
place of deep empathy…”
“Design Thinking requires a conversation…
addressing complex challenges benefits significantly
Collaborative
from the views of multiple perspectives, and others’
creativity bolstering your own”

Thinking gives you permission to fail…
“Design
Experimental
because you come up with new ideas, get feedback on
them, then iterate”

“DesignThinking is the fundamental belief that we all
Optimistic can create change – no matter how big a
problem, how little time or how small a budget”
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Source: IDEO (www.ideo.com)


“Business” Thinking vs. “Design” Thinking

“Business” Thinking… “Design” Thinking…

Problem Solving Definitive – relies on “proof” Iterative – relies on “trial and error”
Approach
Validation What customers say – in focus What customers do – via direct
through… groups, in surveys, etc. observation, usability testing, etc.
Market analysis, aggregate Direct observation and abductive
Informed by… consumer data (“what is”) reasoning (“what might be”)
Understanding of results of customer Understanding of consumer
Focused on… activities activities
Spreadsheets, PowerPoint Prototypes, films, scenarios
Tools Used

Described Words Pictures, prototypes
Through…
“Vertical” skills/knowledge (i.e. Vertical and “horizontal” skills/
Team Members deep but singular) knowledge (i.e. shallow but varied)

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Source: Luke Wroblewski (http://www.lukew.com/ff/entry.asp?205)


The Design Thinking Process

Today In Week 9

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Abstraction is Key

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“Discovery” – Define the Challenge

Step 1:
–  Develop a common understanding of what you are
working toward
–  Create a one-sentence “design challenge”
–  A good challenge is:
•  Phrased with a sense
of possibility
•  Broad enough to
discover areas of
unexpected value
•  Narrow enough to
make the topic
manageable
•  Starts with “How might
we…” or “What if…” 13


“Discovery” – Define the Challenge

Questions:

–  Why would people need, want or engage with your topic?

–  What are the constraints (e.g. time, integration with other
initiatives/structures)?

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“Discovery” – Define the Audience

Step 2:

–  Develop a list
of
people/groups that
will be involved and/or
reached by your design
challenge

–  Identify those that are
either directly or
peripherally involved

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“Discovery” – Define the Audience

Questions:

–  Who are the “fans”?

–  Who are the “skeptics”?

–  Who do you need the most?

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“Discovery” – Prep for Research

Step 3:

–  Identify sources
of inspiration
to fuel your idea

–  Create a mind
map of the
people involved in
your topic

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Questions:

–  What are the characteristics that would make these people
interesting to meet?

–  Who are at the “extreme” (i.e. completely familiar with the
topic, and utterly unfamiliar with the topic)?

–  What type of engagement with these people/groups would
inspire you? (e.g. the learning aspect? Immersing yourself in
context? Etc.)

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Step 4:
–  Invite your list of people to an inspiration-generating
event
–  (Next week’s Thing Tank idea jam!)

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Step 5:
–  Prepare a Question Guide to use to
interview people

•  Tips:
–  Make the questions “open ended”
•  “Tell me about an experience…”
•  “What are the best/worst parts about…”
•  “Can you help me understand…”
–  Avoid “yes/no” questions – encourage people
to give you the whole story

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Questions:

–  What themes will you cover in your conversations?

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“Discovery” – Gather Inspiration

Step 6:
–  Immerse yourself in context
–  This is the observation phase of the process (i.e. Idea Jams,
brainstorming, interviewing)

–  This process is experiential:
•  Figure out what to observe
•  Choose a place to observe
•  Observe!

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“Discovery” – Gather Inspiration

Questions:

–  What emotions do you witness/experience?

–  What person-to-person interactions do you observe?

–  How are people interacting with the space around them?

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“Interpretation” – Search for Meaning

Step 1:
–  Find themes
–  You are searching for the
“ah ha” moment
–  Tips:
•  Cluster related info
together
•  Find “headlines” (e.g.
“lack of space”
•  Turn headlines into
statements (e.g. “there is a
lack of space for students
to do their work”

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Step 2:
–  Link themes
–  You are trying to take a closer
look at what your themes are
telling you

–  Tips:
•  Look for overlaps in themes
•  Explain your themes to an
outsider

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Step 3:
–  Define insights
–  ID/gather:
•  What surprised you
•  Connections back to
your design challenge
•  Outside perspectives

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Step 4:
Action
–  Craft
Statements
–  Tips:
•  Create “how might we…”
statements
•  Create questions around
which to brainstorm

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“Ideation” – Search for
Meaning

Step 1:
–  Brainstorm

–  Tips:
•  Have someone facilitate
•  ID the most promising ideas

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“Ideation” – Search for
Meaning

Step 2:
–  Build

–  This is the prototyping
phase

–  Tips:
•  Do a “reality
check”
•  Describe your idea
to someone

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That wasn’t so bad,
right?

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What did we learn?

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