design
thinking
linz
OLIVER  KEMPKENS
DANIELA  FREUDENTHALER
25.  Juni  2015
a  service  of
DESIGN  
THINKING
??What  is  Design  Thinking
2
DESIGN  
THINKING
agenda
day 1
3
9:00 Welcome  &  Check-­‐in
09:30 Design  Thinking  Basics
10:00 Understand
11:00 Researc...
DESIGN  
THINKING
agenda
day 2
4
9:00 Welcome  &  Check-­‐in
09:30 Quick  Presenta<on  /  Sync
10:00 Idea<on
11:00 Prototy...
DESIGN  
THINKING
let’s warm up
5
DESIGN  
THINKING
What  is  Design  Thinking?
your thoughts!
6
DESIGN  
THINKING 7
complex problemsDesign  Thinking  is  a  method  
for  solving
new ideas.and  crea<ng
DESIGN  
THINKING
innovation
people
space
approach.
,
,
8
Design  Thinking  means  …
…  crea<ng
by  combining  diverse
cre...
DESIGN  
THINKING
,
9
Ingredients  for  Design  Thinking
innovation
people
space
approach
+
+
DESIGN  
THINKING 10
Ingredients  for  Design  Thinking
innovation
peoplepeople
space
approach
+
+
DESIGN  
THINKING
interdisciplinary
teams of
11
shaped
people
DESIGN  
THINKING
space
12
Ingredients  for  Design  Thinking
innovation
space
approach
+
+
people
DESIGN  
THINKING
and the freedom
to explore.
DESIGN  
THINKING 13
and the freedom
to explore.
and the freedom
to explore.
DESIGN  
THINKING 14
Ingredients  for  Design  Thinking
innovation
approachapproach
+
+
people
space
DESIGN  
THINKING
design thinking steps
15
understand observe
define  
point  of  view
ideate prototype test
DESIGN  
THINKING
think like a designer
16
GO  BROAD  AND  FOCUS  LATER.
? !
create  
choices
make  
choices
create  
choi...
DESIGN  
THINKING
problem space
17
understand observe
define  
point  of  view
ideate prototype test
DESIGN  
THINKING
DESIGN  
THINKING 18
understandunderstand
DESIGN  
THINKING
your thoughts!
19
understand?
DESIGN  
THINKING
what
are you
trying
to
achieve?
20
focus  of  the  solu<on.
quick  research  to  validate.
shiM  the  pr...
DESIGN  
THINKING
creative
reframing
21
each  team  member  has  an  
individual  view  on  the  
challenge
.
. invest  <m...
DESIGN  
THINKING 22
example
write  down  your  challenge  and  underline  keywords. brainstorm  thoughts  per  keyword  a...
DESIGN  
THINKING
DESIGN  
THINKING 23
observeobserve
DESIGN  
THINKING
your thoughts!
24
observe?
DESIGN  
THINKING 25
360
subject  maRer  experts
how to research, discover,
explore & capture?
field  research  
(users  & ...
DESIGN  
THINKING
empathy
26
I  run  my  
own  reports
THE  BASIC  PRINCIPLE
Strange,  the  
numbers  don’t  
add  up?!
sa...
DESIGN  
THINKING
empathy
27
Different  methods  of  observa<on  to  get
try  and  do ask  and  listen watch  and  observe
DESIGN  
THINKING
try and do
28
■develop  empathy
■see  through  the  eyes  of  your  users
■define  your  task  and  reall...
DESIGN  
THINKING
ask and listen
29
■ask  open-­‐ended  ques<ons
■ask  5  <mes  why
■be  aware  of  body  language  
(own ...
DESIGN  
THINKING
watch and observe
30
■look  for  details
■capture  the  atmosphere
■be  curious  and  talk  to  people
■...
DESIGN  
THINKING
DESIGN  
THINKING 31
define point of viewdefine point of view
DESIGN  
THINKING
your thoughts!
32
point  of  
view?
DESIGN  
THINKING 33
? !
create  
choices
make  
choices
create  
choices
make  
choices
diverge converge diverge converge...
DESIGN  
THINKING
1
34
Synthesis  —  The  art  of  structuring  your  insights
storytelling
2clustering
3crea<ng  a  perso...
DESIGN  
THINKING
storytelling
35
Make  a  list  of  users  you  saw.  Start  with  stories  of  
similar  roles.  As  the...
DESIGN  
THINKING
color-coding
to structure
results
color-coding
to structure
results
36
DESIGN  
THINKING
clusteringclustering
37
Sort  your  insights  into  categories  or  “buckets”.
Which  insights  are  rel...
DESIGN  
THINKING
persona
38
Create  a
Personas  are  fic<onal  characters  created  to  represent  
user  types.  They  ar...
DESIGN  
THINKING
point of view
39
Coming  up  with  a
The  Point  of  View  is  one  sentence  that  creates  an  
image ...
DESIGN  
THINKING
solution space
40
understand observe
define  
point  of  view
ideate prototype test
entering  the
DESIGN  
THINKING
DESIGN  
THINKING 41
ideateideate
DESIGN  
THINKING
your thoughts!
42
ideate?
DESIGN  
THINKING 43
? !
create  
choices
make  
choices
create  
choices
make  
choices
diverge converge diverge converge...
DESIGN  
THINKING 44
be visual
“draw  a  crazy  picture…put  something  silly  in  
the  world  that  ain't  been  there  ...
DESIGN  
THINKING 45
think progressive
“criLcism  is  hard  to  take,  parLcularly  from  a  
relaLve,  a  friend,  an  ac...
DESIGN  
THINKING 46
encourage wild ideas
“if  at  first,  an  idea  doesn’t  sound  absurd,
then  there’s  no  hope  for  ...
DESIGN  
THINKING 47
build upon the
ideas of others
DESIGN  
THINKING 48
go for quantity
“the  best  way  to  get  a  good  idea
is  to  get  a  lot  of  ideas”
–  Linus  Pau...
DESIGN  
THINKING 49
1 conversation at a time
“it  takes  a  great  man
to  be  a  good  listener”
–  Calvin  Coolidge
DESIGN  
THINKING 50
stay focused
on topic
DESIGN  
THINKING 51
reframing
DESIGN  
THINKING 52
goal stretching
DESIGN  
THINKING
coaching ideate
53
As  a  team  agree  on  a  method  for  
brainstorming  
Set  a  target,  e.g.  we  n...
DESIGN  
THINKING
DESIGN  
THINKING 54
prototypeprototype
DESIGN  
THINKING
your thoughts!
55
prototype?
DESIGN  
THINKING
appropriate
56
Fidelity
Time
Storyboards
Paper  Prototypes
Digital  Mockups
HTML
Dynamic
Database
Use  s...
DESIGN  
THINKING
strategy
57
Prototyping –  Cost  of  change  over  Time?COSTS  OF  ERRORS
PROJECT  PROGRESS
X
X
X
Test  ...
DESIGN  
THINKING
DESIGN  
THINKING 58
physical prototypesphysical prototypes
DESIGN  
THINKING
DESIGN  
THINKING 59
paper prototypes
DESIGN  
THINKING
DESIGN  
THINKING 60
storylines & storyboardsstorylines & storyboards
DESIGN  
THINKING
DESIGN  
THINKING 61
actingacting
DESIGN  
THINKING
DESIGN  
THINKING 62
paper prototypes
Looks  clean
Feedback:  tweaks  to  the  screen  as  
a  whole  – ...
DESIGN  
THINKING
coaching prototype
63
Encourage  the  team  to  make  a  
decision  on  the  soluLon  they  
want  to  p...
DESIGN  
THINKING
DESIGN  
THINKING 64
testtest
DESIGN  
THINKING
your thoughts!
65
test?
DESIGN  
THINKING
DESIGN  
THINKING 66
why test?why test?
■to  gather  early  feedback  
from  users,  stakeholders  
and ...
DESIGN  
THINKING
1
67
How  to  test
Let  the  prototype  speak  for  itself  –  
accept  that  you  may  show  users  som...
DESIGN  
THINKING
feedback
capture grid
68
What  was  good?
New  ques<ons?
What  was  bad?
New  ideas?
DESIGN  
THINKING
DESIGN  
THINKING 69
get feedback
from your users
get feedback
from your users
DESIGN  
THINKING
pitch
70
Your  final  presenta<on  briefly  describes  the  context  of  your  
solu<on.  What  were  you ...
DESIGN  
THINKING
coaching tips
71
■Make  sure  your  elevator  pitch  is  between  30  and  60  
second  in  length.
■Ens...
DESIGN  
THINKING
DESIGN  
THINKING 72
implementationimplementation
DESIGN  
THINKING
implementation
73
There’s  no  innovaLon  without
observe
define  
point  of  view
ideate prototype testu...
DESIGN  
THINKING
i like,
i wish
74
DESIGN  
THINKING
thank you
75
Daniela  
Freudenthaler
DESIGN  
THINKING
Oliver  Kempkens
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SDS*15: Oliver Kempkens on Design Thinking

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SDS*15: Oliver Kempkens on Design Thinking

  1. 1. design thinking linz OLIVER  KEMPKENS DANIELA  FREUDENTHALER 25.  Juni  2015 a  service  of
  2. 2. DESIGN   THINKING ??What  is  Design  Thinking 2
  3. 3. DESIGN   THINKING agenda day 1 3 9:00 Welcome  &  Check-­‐in 09:30 Design  Thinking  Basics 10:00 Understand 11:00 Research  Prepara<on 11:30 Research  &  Lunch 15:00 Check-­‐in 15:15 Storytelling 16:00 Persona  &  POV 16:45 Closing  Round
  4. 4. DESIGN   THINKING agenda day 2 4 9:00 Welcome  &  Check-­‐in 09:30 Quick  Presenta<on  /  Sync 10:00 Idea<on 11:00 Prototyping 12:00 Lunch 13:00 Tes<ng  &  Itera<on 15:00 Presenta<on  Prepara<on 16:00 Final  Presenta<on 16:45 Closing  Round
  5. 5. DESIGN   THINKING let’s warm up 5
  6. 6. DESIGN   THINKING What  is  Design  Thinking? your thoughts! 6
  7. 7. DESIGN   THINKING 7 complex problemsDesign  Thinking  is  a  method   for  solving new ideas.and  crea<ng
  8. 8. DESIGN   THINKING innovation people space approach. , , 8 Design  Thinking  means  … …  crea<ng by  combining  diverse crea<ve and  an  itera<ve
  9. 9. DESIGN   THINKING , 9 Ingredients  for  Design  Thinking innovation people space approach + +
  10. 10. DESIGN   THINKING 10 Ingredients  for  Design  Thinking innovation peoplepeople space approach + +
  11. 11. DESIGN   THINKING interdisciplinary teams of 11 shaped people
  12. 12. DESIGN   THINKING space 12 Ingredients  for  Design  Thinking innovation space approach + + people
  13. 13. DESIGN   THINKING and the freedom to explore. DESIGN   THINKING 13 and the freedom to explore. and the freedom to explore.
  14. 14. DESIGN   THINKING 14 Ingredients  for  Design  Thinking innovation approachapproach + + people space
  15. 15. DESIGN   THINKING design thinking steps 15 understand observe define   point  of  view ideate prototype test
  16. 16. DESIGN   THINKING think like a designer 16 GO  BROAD  AND  FOCUS  LATER. ? ! create   choices make   choices create   choices make   choices diverge converge diverge converge
  17. 17. DESIGN   THINKING problem space 17 understand observe define   point  of  view ideate prototype test
  18. 18. DESIGN   THINKING DESIGN   THINKING 18 understandunderstand
  19. 19. DESIGN   THINKING your thoughts! 19 understand?
  20. 20. DESIGN   THINKING what are you trying to achieve? 20 focus  of  the  solu<on. quick  research  to  validate. shiM  the  project  focus  if  necessary. plan  the  project,  based  on  the phases  of  the  Design  Thinking approach .
  21. 21. DESIGN   THINKING creative reframing 21 each  team  member  has  an   individual  view  on  the   challenge . . invest  <me  to  discuss  in  a   structured  way  using   crea<ve  reframing   result  will  be  a  clear,  agreed   upon,  design  challenge   . DURING
  22. 22. DESIGN   THINKING 22 example write  down  your  challenge  and  underline  keywords. brainstorm  thoughts  per  keyword  and  op<onally  discuss  constraints  . reframe  the  challenge:  “Redesign  the  (experience)  for   (user  &  context)  in  a  world  where  (constraint).”   .
  23. 23. DESIGN   THINKING DESIGN   THINKING 23 observeobserve
  24. 24. DESIGN   THINKING your thoughts! 24 observe?
  25. 25. DESIGN   THINKING 25 360 subject  maRer  experts how to research, discover, explore & capture? field  research   (users  &  customers) stakeholders analogous  situa<ons 0 › analysts  &  thought  leaders compe<<on inspira<on  &  trends
  26. 26. DESIGN   THINKING empathy 26 I  run  my   own  reports THE  BASIC  PRINCIPLE Strange,  the   numbers  don’t   add  up?! say = do = think = feel ♥
  27. 27. DESIGN   THINKING empathy 27 Different  methods  of  observa<on  to  get try  and  do ask  and  listen watch  and  observe
  28. 28. DESIGN   THINKING try and do 28 ■develop  empathy ■see  through  the  eyes  of  your  users ■define  your  task  and  really  do  it ■state  your  impressions ■men<on  all  enablers  and  constraints ■take  it  seriously
  29. 29. DESIGN   THINKING ask and listen 29 ■ask  open-­‐ended  ques<ons ■ask  5  <mes  why ■be  aware  of  body  language   (own  and  interviewee) ■LISTEN  –  you  are  the  student   (20-­‐80) ■Be  curious! ■take  photos ■collect  ar<facts ■write  down  your  impressions ■pair  up  for  interviews,  interviewer   and  note  taker ■say  thank  you  in  the  end ■debrief  and  make  the  next   interview  even  beRer
  30. 30. DESIGN   THINKING watch and observe 30 ■look  for  details ■capture  the  atmosphere ■be  curious  and  talk  to  people ■take  photos  and  notes ■speculate:  what  if...? ■buy  things,  do  things ■collect  ar<facts ■write  down  your  impressions ■be  polite  and  do  not  disturb ■act  as  a  guest
  31. 31. DESIGN   THINKING DESIGN   THINKING 31 define point of viewdefine point of view
  32. 32. DESIGN   THINKING your thoughts! 32 point  of   view?
  33. 33. DESIGN   THINKING 33 ? ! create   choices make   choices create   choices make   choices diverge converge diverge converge We  sLll  need  to  re-­‐focus  and  make  choices reminder
  34. 34. DESIGN   THINKING 1 34 Synthesis  —  The  art  of  structuring  your  insights storytelling 2clustering 3crea<ng  a  persona —  experiment  with  different  frameworks 4defining  a  point  of  view
  35. 35. DESIGN   THINKING storytelling 35 Make  a  list  of  users  you  saw.  Start  with  stories  of   similar  roles.  As  the  storyteller,  describe  what  you   heard  and  observed:  Set  the  stage,  introduce   “actors”,  tell  the  story. Try  not  to  (mis)interpret  or  judge  and  indicate  if   you  make  an  assump<on. bad  post-­‐its good  post-­‐its As  the  audience,  try  to  note  down  all  important   details  on  post-­‐its.  Be  visual  :) Put  one  statement  per  post-­‐it  and  ar<culate  the   statements  clearly  so  that  they  are   understandable  without  other  context. Use  one  color  per  user  to  have  a  reference.
  36. 36. DESIGN   THINKING color-coding to structure results color-coding to structure results 36
  37. 37. DESIGN   THINKING clusteringclustering 37 Sort  your  insights  into  categories  or  “buckets”. Which  insights  are  related  to  each  other  in  some  way? Look  for  common  paRerns  and  themes.
  38. 38. DESIGN   THINKING persona 38 Create  a Personas  are  fic<onal  characters  created  to  represent   user  types.  They  are  useful  in  considering  the  goals,   desires,  and  limita<ons  of  the  users  to  help  to  guide   design  decisions.  Personas  put  a  personal  human  face   on  otherwise  abstract  data  about  customers. Your  persona  descrip<on  might  include: ■ name  and  picture ■ demographics  like  age,  educa<on ■ needs  and  tasks   ■ goals  and  aspira<ons
  39. 39. DESIGN   THINKING point of view 39 Coming  up  with  a The  Point  of  View  is  one  sentence  that  creates  an   image  in  your  mind.  Based  on  an  understanding  of  a   user  group  and  an  insight  into  a  specific  need,  it   narrows  the  focus  and  makes  the  problem  specific. Template:   [User]  needs  (to)  [Need]  because  [Insight] Example:   The  Department  Supervisor  needs  <me  with   customers,  since  knowing  who  they  are  enables  her  to   op<mize  her  ordering  plan. POV  =  USER  +  NEED  +  INSIGHT
  40. 40. DESIGN   THINKING solution space 40 understand observe define   point  of  view ideate prototype test entering  the
  41. 41. DESIGN   THINKING DESIGN   THINKING 41 ideateideate
  42. 42. DESIGN   THINKING your thoughts! 42 ideate?
  43. 43. DESIGN   THINKING 43 ? ! create   choices make   choices create   choices make   choices diverge converge diverge converge We  sLll  need  to  re-­‐focus  and  make  choices reminder
  44. 44. DESIGN   THINKING 44 be visual “draw  a  crazy  picture…put  something  silly  in   the  world  that  ain't  been  there  before”   –  Shel  Silverstein
  45. 45. DESIGN   THINKING 45 think progressive “criLcism  is  hard  to  take,  parLcularly  from  a   relaLve,  a  friend,  an  acquaintance  or  a  stranger” –  Franklin  Jones
  46. 46. DESIGN   THINKING 46 encourage wild ideas “if  at  first,  an  idea  doesn’t  sound  absurd, then  there’s  no  hope  for  it” –  Albert  Einstein
  47. 47. DESIGN   THINKING 47 build upon the ideas of others
  48. 48. DESIGN   THINKING 48 go for quantity “the  best  way  to  get  a  good  idea is  to  get  a  lot  of  ideas” –  Linus  Pauling
  49. 49. DESIGN   THINKING 49 1 conversation at a time “it  takes  a  great  man to  be  a  good  listener” –  Calvin  Coolidge
  50. 50. DESIGN   THINKING 50 stay focused on topic
  51. 51. DESIGN   THINKING 51 reframing
  52. 52. DESIGN   THINKING 52 goal stretching
  53. 53. DESIGN   THINKING coaching ideate 53 As  a  team  agree  on  a  method  for   brainstorming   Set  a  target,  e.g.  we  need  50  ideas.   Sort  the  post-­‐it’s  into  themes   according  to  similariLes  of  ideas.   Discuss  if  the  team  can  decide   which  soluLon  ideas  to  pursue.  If   the  team  cannot  decide,  do  a  voLng   exercise.  Use  five  to  seven  voLng   dots  per  parLcipant.   Care  about  good  quesLon(s)  to  deal  with.   A  good  set  of  quesLons  will  inspire  good   ideaLon. Care  about  the  energy  level  in  your  team. Take  care  that  every  idea  is  wriben  down. Emphasize  respect  for  “wild”  ideas  -­‐  Do   not  constrain  ideas  to  technical  feasibility. If  necessary,  remind  the  parLcipants   about  the  brainstorming  rules.tips insructions
  54. 54. DESIGN   THINKING DESIGN   THINKING 54 prototypeprototype
  55. 55. DESIGN   THINKING your thoughts! 55 prototype?
  56. 56. DESIGN   THINKING appropriate 56 Fidelity Time Storyboards Paper  Prototypes Digital  Mockups HTML Dynamic Database Use  stage-­‐ prototypes
  57. 57. DESIGN   THINKING strategy 57 Prototyping –  Cost  of  change  over  Time?COSTS  OF  ERRORS PROJECT  PROGRESS X X X Test  &  Iterate: Num ber  of  Errors Cost  per  Failure Danger: Post-­‐decision  dissonance! “Sunk  cost  fallacy” Too  late! Learn  here! Procurement  &  Produc<onPlanning  &  Development Test,  Delivery  &  Launch
  58. 58. DESIGN   THINKING DESIGN   THINKING 58 physical prototypesphysical prototypes
  59. 59. DESIGN   THINKING DESIGN   THINKING 59 paper prototypes
  60. 60. DESIGN   THINKING DESIGN   THINKING 60 storylines & storyboardsstorylines & storyboards
  61. 61. DESIGN   THINKING DESIGN   THINKING 61 actingacting
  62. 62. DESIGN   THINKING DESIGN   THINKING 62 paper prototypes Looks  clean Feedback:  tweaks  to  the  screen  as   a  whole  –  incremental  improvements. “I  don’t  like  the  two-­‐column  layout  for   tools.  Can  we  have  them  go  across  the   top?” Storyboard  of  how  the  user  might  interact Feedback:  big-­‐picture  ideas  –  revolu<onary   changes. “We  should  NOT  try  to  put  a  drawing  feature  in   here…  it’s  featuri<s  without  a  key  benefit  to   most  users.” Hand  drawing  look  and  feel Feedback:  higher-­‐level  features  are   ques<oned,  bigger  change  possible. “Maybe  the  tool  should  be  context-­‐ specific…  Let’s  kill  the  toolbar  and  bring   up  only  tools  that  make  sense  at  that   moment. Looks  done Feedback:  detailed  tweaks  to  specific   features  –  very  focused  and  incremental. “Can  you  change  the  font  on  that  ‘T’? Not  sure  I  like  this  bevel  line  weight.”
  63. 63. DESIGN   THINKING coaching prototype 63 Encourage  the  team  to  make  a   decision  on  the  soluLon  they   want  to  pursue.   Encourage  the  team  to  start   building  a  prototype,  think   about  a  concept,  and  idenLfy   knowledge  gaps...   Help  as  necessary.   Get  them  going! Step  back—let  the  team  members  facilitate  the   final  secLon  of  their  project.  Communicate  to   them  that  the  ownership  of  the  prototype  is   theirs,  though  you  are  sLll  there  to  offer  help. Help  team  members  decide  which  prototyping   method  to  use. Make  sure  that  they  understand  that  it's  OK  to   be  wrong—this  is  just  a  prototype,  it's  not  a   final  design. Encourage  the  team  to  go   with  their  gut  feeling. tips insructions
  64. 64. DESIGN   THINKING DESIGN   THINKING 64 testtest
  65. 65. DESIGN   THINKING your thoughts! 65 test?
  66. 66. DESIGN   THINKING DESIGN   THINKING 66 why test?why test? ■to  gather  early  feedback   from  users,  stakeholders   and  experts,  to  be  able   to  iterate ■to  learn  about  your   idea’s  strengths  and   weaknesses ■to  fail  early
  67. 67. DESIGN   THINKING 1 67 How  to  test Let  the  prototype  speak  for  itself  –   accept  that  you  may  show  users  something  that‘s  not  perfect. 2 Don‘t  defend  your  idea. It‘s  for  the  user  –  not  for  you! 3 Be  aware  what  you  want  to  learn   –  stay  on  topic. 4 Be  open-­‐minded  –  you  might   hear  new  ideas  and  insights. 5 Be  receptive  and  thankful  for  feedback   –  it‘s  the  best  way  to  learn. 6 Ensure  feasibility  and  viability. 7 Use  roles  to  improve  tes<ng  success. 8 Capture  and  later  synthesize  all  feedback. 9 Ideate  how  the  feedback  can   be  worked  into  the  next  itera<on.
  68. 68. DESIGN   THINKING feedback capture grid 68 What  was  good? New  ques<ons? What  was  bad? New  ideas?
  69. 69. DESIGN   THINKING DESIGN   THINKING 69 get feedback from your users get feedback from your users
  70. 70. DESIGN   THINKING pitch 70 Your  final  presenta<on  briefly  describes  the  context  of  your   solu<on.  What  were  you  asked  to  do?  Who  were  you  designing   for?  Which  insights  did  you  discover? Then  focus  on  the  essence  of  your  solu<on  and  how  it  solves  your   users’  needs. 5  minutes  each  team
  71. 71. DESIGN   THINKING coaching tips 71 ■Make  sure  your  elevator  pitch  is  between  30  and  60   second  in  length. ■Ensure  your  delivery  is  compelling  and  enthusias<c,   but  try  not  to  use  overly  flashy  openers-­‐  don’t  forget   your  audience  has  probably  heard  them  all  before. ■Make  certain  your  pitch  is  tailored  to  your  audience   and  that  it  is  easy  to  understand
  72. 72. DESIGN   THINKING DESIGN   THINKING 72 implementationimplementation
  73. 73. DESIGN   THINKING implementation 73 There’s  no  innovaLon  without observe define   point  of  view ideate prototype testunderstand ›D FV ›
  74. 74. DESIGN   THINKING i like, i wish 74
  75. 75. DESIGN   THINKING thank you 75 Daniela   Freudenthaler DESIGN   THINKING Oliver  Kempkens

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