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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 propos...
Agenda

1.35 
 What is design thinking?
1.50 
 Discover: Understanding libraries now
2.10 
 Define: Thinking about tomorro...
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 WORKSH...
Adapted	
  from	
  Brown	
  (2008).	
  	
  
business (viability)
technology
(feasibility)
people
(desirability)
design thi...
is a balance of thinking...
Adapted	
  from	
  Mar6n	
  (2009)	
  
analytical
thinking
intuitive
thinking
design
thinking
...
Adapted from We are Snook
design thinking starts with...
users
clients
customers
stakeholders
borrowers
patrons
people
	
 ...
a note on language...

user centred design
human centred design
user experience
service design
design thinking + ...

ofte...
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 ...
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 custom...
Capture opportunities
10 minutes on opportunities for
the future
From your conversation:
What are the needs of your
custom...
define
Build a persona 
20 minutes on building personas
Who are you designing for?
What motivates them?
What are their needs?
Wha...
Personal information
Age: 19
Profession: full time student
Field: Design
Home life: single, lives with parents
Hobbies: ha...
Draw your persona:
Name:
Age:
Where do they live:
Build a persona
What do they do during the
day?
What do they value?
How ...
Create a focusing question
10 minutes to create a question
Example:
How might Chris, a culinary
apprentice, find relevant ...
develop
Creating new futures
50 ideas in 10 minutes
Document, visualise &
build upon ideas, ‘Yes and...’,
Be wild.

Ideas and oppo...
Synthesise solutions
10mins to choose a solution.
This might be one idea you’ve
had, a mash up of several or
something new...
Storyboard the new experience
15 minutes to storyboard your
ideas
Top tip: Start in the middle of your
story with your ‘ma...
Prototyping a library service for
tomorrow
30 minutes on prototyping and
improvising your future library 
Sketch, draw, bu...
deliver
Prepare your pitch
10 mins to prepare
3 minute pitch
Stick to it. 
Tell us your vision.
Audience
Who is your audience?
Who...
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 Howar...
key is collaboration
most problems are too complex for one
person.

involving customers, multiple
perspectives, discipline...
thank you CAVAL!
@zaana
@wearehuddle
wearehuddle.com

All images courtesy of The Noun Project
Children designed by Gilad F...
Design thinking for designing and delivering services
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Design thinking for designing and delivering services

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Updated slide deck June 2014. Workshop delivered for CAVAL HR committee for academic libraries.

Published in: Business

Transcript of "Design thinking for designing and delivering services"

  1. 1. Design thinking for designing and delivering services Zaana Howard | @zaana Huddle | @wearehuddle
  2. 2. 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
  3. 3. 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
  4. 4. what is design thinking?
  5. 5. design is evolving from this to this DESIGN THINKING WORKSHOP | Zaana Howard | 5
  6. 6. design thinking is a human centred, collaborative & creative approach to solving complex problems DESIGN THINKING WORKSHOP | Zaana Howard | 6
  7. 7. Adapted  from  Brown  (2008).     business (viability) technology (feasibility) people (desirability) design thinking integrates... DESIGN THINKING WORKSHOP | Zaana Howard | 7
  8. 8. is a balance of thinking... Adapted  from  Mar6n  (2009)   analytical thinking intuitive thinking design thinking DESIGN THINKING WORKSHOP | Zaana Howard | 8
  9. 9. Adapted from We are Snook design thinking starts with... users clients customers stakeholders borrowers patrons people   DESIGN THINKING WORKSHOP | Zaana Howard | 9
  10. 10. 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
  11. 11. the design thinking process
  12. 12. design process discover define develop deliver Based on UK Design Council DESIGN THINKING WORKSHOP | Zaana Howard | 12
  13. 13. design process discover define develop deliver general problem specific problem or opportunity solution DESIGN THINKING WORKSHOP | Zaana Howard | 13
  14. 14. design process discover define develop deliver diverge converge DESIGN THINKING WORKSHOP | Zaana Howard | 14
  15. 15. how design feels Based on Daniel Newman, Central Office of Design DESIGN THINKING WORKSHOP | Zaana Howard | 15
  16. 16. on your mark
  17. 17. ground rules Have fun Encourage wild ideas Bring ideas to life Work fast Work together, no spectators Done, not perfect
  18. 18. discover
  19. 19. 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
  20. 20. 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
  21. 21. define
  22. 22. 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
  23. 23. 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.
  24. 24. 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
  25. 25. 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
  26. 26. develop
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. deliver
  32. 32. 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
  33. 33. showcase
  34. 34. summary
  35. 35. process reminder discover define develop deliver DESIGN THINKING WORKSHOP | Zaana Howard | 36
  36. 36. four principles conversation collaboration visualising and making storytelling DESIGN THINKING WORKSHOP | Zaana Howard | 37
  37. 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
  38. 38. thank you CAVAL! @zaana @wearehuddle wearehuddle.com All images courtesy of The Noun Project Children designed by Gilad Fried Tiger designed by Allison Dominguez Heartbeat designed by Jardson A. Fast designed by irene hoffman Group designed by Lucian Dinu Magnifying Glass designed by Edward Boatman Crosshair designed by Phil Goodwin Tools designed by Shane Miller Play designed by John Chapman Cut Spending designed by Matt Brooks Scale designed by Anthony Rees Compass designed by Naomi Atkinson Call designed by Shelby Blair Puzzle designed by Julien Deveaux Theater designed by Björn Andersson Graph designed by Pham Thi Dieu Linh Trophy designed by Luboš Volkov Stopwatch designed by John Caserta Presentation designed by Alexander Bickov Film designed by Björn Wisnewski People designed by Reza Mostmand Microphone designed by serhat ozirik Document designed by Thomas Le Bas Second Thought designed by Benjamin H. Byron Rubik's Cube designed by Murali Krishna Question designed by Brennan Novak Molecule designed by Gislene Carvalho Brain designed by Eric Bird Create Database designed by Ilsur Aptukov  
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