An introduction to Design Thinking - supporting slides.

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DESIGN THINKING SOCIETY
I N T R O D U C I N G
We are a team of innovation facilitators with different backgrounds.
Our main goal is to help our clients design a better future.
M A G DA R O P OTA N D R A G O S G AV R I L E S C U A L I N A BA N U L E A SA T U D O R J U R AV L E A

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Innovation is not an event
There is no struck of genius
”It takes years to build
Overnight success”

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WHAT IS DESIGN THINKING
DESIGN THINKING refers to the use of designer's methods to discover customer needs
and match them with a viable business strategy but also with technology that is feasible.
people's needs
feasible
technology viable
business

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A WAY TO ACHIEVE PURPOSE

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H e r b e r t A . S i m o n R o b e r t M c K i m B r y a n L a w s o n P e t e r R o w e
” d e s i g n w a y o f t h i n k i n g ”
i n ” T h e S c i e n c e s o f t h e
A r t i f i c i a l ”
1969
” d e s i g n e n g i n e e r i n g ” i n
“ E x p e r i e n c e s i n V i s u a l
T h i n k i n g "
t h e a rc h i t e c t u re b o o k
” How Designers Think”
“ D e s i g n T h i n k i n g ”
m e t h o d s a n d a p p ro a c h e s
1973 1980 1987
50 YEARS OF DESIGN THINKING

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R o l f F a s t e D a v i d M . K e l l e y
T i m B r o w n
T o m K e l l e y
B i l l M o g g r i d g e
M i k e N u t a l l i
N O W
Te a c h i n g " d e s i g n t h i n k i n g
a s a m e t h o d o f c re a t i v e
a c t i o n . ” a t S t a n f o rd
U n i v e r s i t y
1980 - 1990
I D E O w a s f o u n d e d
U s e d w o r l d w i d e b y a f e w
l e a d i n g c o m p a n i e s a n d
s t a r t u p s
1991 2018
50 YEARS OF DESIGN THINKING

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DESIGN THINKING
IS HUMAN CENTRIC
Start by empathizing
- identify who your customers are
- discover attitudes, behaviors, needs
- identify opportunities and problems to solve.
Generate and refine ideas
- design for moments of delight and usefulness
- prioritize ideas by considering customer value,
business value and feasibility.
- test with real people, all the time
- change, adjust and implement from
the feedback you gather
Iterate, refine and validate
UNDERSTANDING ITERATIONIDEATION

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DESIGN THINKING IS ITERATIVE
Discover
First you listen to
your customers.
Define
Then you find out
how you can help.
Ideate
Only then you can
come up with ideas
Test
Then prototype and
show them around

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”DOUBLE DIAMONDS”
Discover
First you listen to
your customers.
Define
Then you find out
how you can help.
Ideate
Only then you can
come up with ideas
Test
Then prototype and
show them around
We start with a vision
or statement of intent
We focus on one
clear opportunity
We get a a detailed
and proven concept
Solving
the right
problem
Solving
the problem
right

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empathize
define
ideate
prototype
test
THE Five hexagons

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kano
Meet basic expectations
- Very basic functionality
- Must-haves that everyone expects
- Hygiene that nobody talks about
Satisfy needs
- What customers need and ask for
- What your competitors already have
- Quantifiable, differentiating features
Delight
- WoW features
- Nice surprises that add a plus to
an already pleasant experience

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IMMERSION & RESEARCH
Qualitative
Quantitative
Attitudinal Behavioral
Focus groups
User interviews
Participatory design
Why & How?
How many?
Usability testing
Field Studies
Prototyping
Analytics
Sales results
Surveys
Customer support
What they say they do. What they actually do.

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Who should you talk to first
EXT REME USER S

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“ M o s t p e o p l e d o n ’ t l i s t e n w i t h
t h e i n t e n t t o u n d e r s t a n d .
T h e y l i s t e n w i t h t h e i n t e n t
t o r e p l y . ”
S t e p h e n R . C o v e y

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Brené Brown on Empathy

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In-depth interviewsUser Observation Focus Groups
How?

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Write down what you believe you already know about your users.
Write down what you don’t know but you want to find out.
Create a list of questions that you want to ask.
ALWAYS PLAN YOUR RESEARCH
Don’t be judgmental, Don’t ask leading questions, Don’t ask yes / no questions,
Don’t ask compound questions, Don’t allow one person to dominate,
Don’t get invested or pose as an expert
EMPATHIZE
Try to find patterns and recurring themes.
Be aware of the mental models and behaviors.
Always ask why and go back to research,
WRITE DOWN AND RECORD EVERYTHNG
INTERVIEWS AND FOCUS GROUPS

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Do’s and don'ts
Don't use leading questions.
It doesn't matter what answer you would like from a user.
You need to know what they actually think.
Be neutral. Drop your ego. Suspend criticism.
You need to drop your ego and all-knowing attitude to know the real picture.
Shut up and listen.
Learn to keep your mouth shut after you ask a question.

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7 Basic rules of research
1. Use active listening.
2. Get people to show & tell.
3. Avoid YES/NO questions.
4. Pretend you don’t understand.
5. Pretend you’re not invested in the project.
6. Ask about what they have done not what they will do.
7. Leave your opinions at home.

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A crash course in design thinking

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REDESIGN AN EXPERIENCE
FOR ONE COLLEAGUE
Find out what is the biggest challenge
that your colleague is facing right now01
Write more possible solutions for the
problem that your colleague is facing02
Test the solutions with your colleague
and gather feedback to improve them03

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DESIGN METHOD BOOKS
Universal Methods of Design: 100 Ways to
Research Complex Problems, Develop Innovative
Ideas, and Design Effective Solutions by Bruce
Hanington and Bella Martin
101 Design Methods: A Structured
Approach for Driving Innovation in
Your Organization by Vijay Kumar
The Designing for Growth Field
Book by Jeanne Liedtka, Tim
Ogilvie, Rachel Brozenske

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THANK YOU!
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