Empowering People To Use Design Thinking In Their Everyday Work

1. © LUMA Institute and its licensors Empowering People to Use Design Thinking in Their Everyday Work Chris Pacione, CEO LUMA Institute

2. © LUMA Institute and its licensors ETHNOGRAPHIC RESEARCH o Interviewing o Contextual Inquiry o Walk-a-Mile Immersion o Fly-on-the-Wall Observation . . . PARTICIPATORY RESEARCH o What’s-on-your-Radar?- o Build-your-Own o Buy-a-Feature o Journaling . . . EVALUATIVE RESEARCH o Think Aloud Testing o Heuristic Review o Critique o System Usability Scale . . . PEOPLE & SYSTEMS o Stakeholder Mapping o Persona Profiles o Experience Diagramming o Concept Mapping . . . PATTERNS & PRIORITIES o Affinity Clustering o Bull’s-eye Diagramming o Importance/Difficulty Matrix o Visualize-the-Vote . . . PROBLEM FRAMING o Problem Tree Analysis o Statement Starters o Abstraction Laddering o Rose, Bud, Thorn . . . CONCEPT IDEATION o Thumbnail Sketching o Creative Matrix o Round Robin o Alternative Worlds . . . MODELING & PROTOTYPING o Storyboarding o Schematic Diagramming o Rough & Ready Prototyping o Appearance Modeling . . . DESIGN RATIONALE o Concept Posters o Video Scenarios o Cover Story Mock-ups o Quick Reference Guides . . . Understanding Methods for analyzing challenges and opportunities: Looking Methods for observing human experience: Making Methods for envisioning future possibilities: THE LUMA SYSTEM OF INNOVATION © LUMA Institute and its licensors

3. © LUMA Institute and its licensors Rapidly prototype and test a digital product RECIPE Suggested time Four hours Process Phase Discover Group Size 2-4 People © LUMA Institute and its licensors

4. © LUMA Institute and its licensors OBJECTIVE OF THIS SESSION Help you: • Become a more confident and capable problem solver. • Equip your team to collaborate and deliver more creative, impactful solutions. • Transform your organization into a place where people and innovation flourish. © LUMA Institute and its licensors

5. © LUMA Institute and its licensors© LUMA Institute and its licensors Why Design Thinking? What… How… © LUMA Institute and its licensors

6. © LUMA Institute and its licensors Innovation is an imperative. © LUMA Institute and its licensors

7. © LUMA Institute and its licensors 75% of CEOs rank innovation among their company’s top 3 strategic priorities. THE NEW YORK TIMES BOSTON CONSULTING GROUP

8. © LUMA Institute and its licensors Only 27% of leaders feel their organizations have mastered the elements needed to innovate successfully. PRICE WATERHOUSE COOPERS

9. © LUMA Institute and its licensors Innovation is a struggle. © LUMA Institute and its licensors

10. © LUMA Institute and its licensors Innovation is a struggle. From the 15th century Latin: Innovare Meaning: To make new again © LUMA Institute and its licensors

11. © LUMA Institute and its licensors Services Processes Business Models Policies Governments Revolutionary TangibleForms Little Change Big Change IntangibleForms Tools Collateral Products Environments Software Incremental KINDS OF INNOVATION OPPORTUNITIES

12. © LUMA Institute and its licensors !"#$#%&'(! © LUMA Institute and its licensors !"#$#%&'(!

13. © LUMA Institute and its licensors ! Problem Frame ! Empathetic ! Visual & Imaginative ! Iterative ! Collaborative Key Innovation Behaviors

14. © LUMA Institute and its licensors Yes, but how? ! Problem Frame ! Empathetic ! Visual & Imaginative ! Iterative ! Collaborative Key Innovation Behaviors

15. © LUMA Institute and its licensors Don’t question, execute Business & technology centric Verbal & precise Waterfall. Linear thinking Cooperative 20th Century Culture of Information Management 21st Century Culture of Innovation Management ! Problem Frame ! Empathetic ! Visual & Imaginative ! Iterative ! Collaborative

16. © LUMA Institute and its licensors Don’t question, execute Business & technology centric Verbal & precise Waterfall. Linear thinking Cooperative 20th Century Culture of Information Management 21st Century Culture of Innovation Management ! Problem Frame ! Empathetic ! Visual & Imaginative ! Iterative ! Collaborative Oh, dear.

17. © LUMA Institute and its licensors Don’t question, execute Business & technology centric Verbal & precise Waterfall. Linear thinking Cooperative 20th Century Culture of Information Management 21st Century Culture of Innovation Management ! Problem Frame ! Empathetic ! Visual & Imaginative ! Iterative ! Collaborative

18. © LUMA Institute and its licensors Don’t question, execute Business & technology centric Verbal & precise Waterfall. Linear thinking Cooperative 20th Century Culture of Information Management 21st Century Culture of Innovation Management ! Problem Frame ! Empathetic ! Visual & Imaginative ! Iterative ! Collaborative "#$%&'()*%'+%'& ! ! ! ! !

19. © LUMA Institute and its licensors© LUMA Institute and its licensors

20. © LUMA Institute and its licensors© LUMA Institute and its licensors Why … What is Design Thinking? How… © LUMA Institute and its licensors

21. © LUMA Institute and its licensors Rotman School of Management

23. © LUMA Institute and its licensors There are over 1,000 Design Methods (aka ways of thinking)

24. © LUMA Institute and its licensors ETHNOGRAPHIC RESEARCH PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PEOPLE & SYSTEMS PATTERNS & PRIORITIES PROBLEM FRAMING CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities:

25. © LUMA Institute and its licensors How universally applicable is the method? How easy is the method to teach & apply? How effective is the method? How human-centered is the method? FROM 900 TO 36

27. © LUMA Institute and its licensors

28. © LUMA Institute and its licensors© LUMA Institute and its licensors Why … What … How to Design “think.” © LUMA Institute and its licensors

29. PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PROBLEM FRAMING Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities: ETHNOGRAPHIC RESEARCH PATTERNS & PRIORITES PEOPLE & SYSTEMS CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE DESIGN IS NOT A PROCESS. IT’S A DISCIPLINE THAT UNDERPINS YOUR PROCESSES. ",-./0123( ,"14(516 Stage-Gate® Product Innovation Process -./7,65 89,:"( 89-,61--(.4-1 "101:/7;16) )1-)(<( 04:,"4)1 :496.= )* )+ ), )- ). !"/)# * !"/)# 0 !"/)# + !"/)# , !"/)# - !"/)# .

30. PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PROBLEM FRAMING Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities: ETHNOGRAPHIC RESEARCH PATTERNS & PRIORITES PEOPLE & SYSTEMS CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE Scrum Process 7>?@ABC( 8DB+E?& -F>%'C( 7ED''%'& -F>%'C(G%C* "D%EH(-B>AI$ :DA'B*(?J( 7>?@ABC( ,'B>#I#'C -F>%'C 2#K%#G(D'@( 2#C>?$F#BC%K# DESIGN IS NOT A PROCESS. IT’S A DISCIPLINE THAT UNDERPINS YOUR PROCESSES.

31. PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PROBLEM FRAMING Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities: UNDERSTAND SKETCH DECIDE PROTOTYPE VALIDATE ETHNOGRAPHIC RESEARCH PATTERNS & PRIORITES PEOPLE & SYSTEMS CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE Google Ventures Design Sprint DESIGN IS NOT A PROCESS. IT’S A DISCIPLINE THAT UNDERPINS YOUR PROCESSES.

32. PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PROBLEM FRAMING Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities: UNDERSTAND SKETCH DECIDE PROTOTYPE VALIDATE ETHNOGRAPHIC RESEARCH PATTERNS & PRIORITES PEOPLE & SYSTEMS CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE Google Ventures Design Sprint DESIGN IS NOT A PROCESS. IT’S A DISCIPLINE THAT UNDERPINS YOUR PROCESSES. What problem are we trying to solve?

33. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People

34. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People An approach to interviewing and observing people in their own environment Conduct a Contextual Inquiry to observe key stakeholders and gain empathy for their needs and goals.

35. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 4 Hours ! Identify what you want to learn and create protocol. ! Identify people you can go talk to and observe. ! Make arrangements and gather recording equipment. Activity: 4 Hours ! At site, introduce yourself and the purpose of the visit. ! Obtain written consent if necessary. ! Ask participants to do tasks as they normally would. ! Observe people in an unobtrusive manner ! Interject questions at opportune moments. ! Document as much as possible. ! Thank participant and ask for future follow-up.

36. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 4 Hours ! Identify what you want to learn and create protocol. ! Identify people you can go talk to and observe. ! Make arrangements and gather recording equipment. Activity: 4 Hours ! At site, introduce yourself and the purpose of the visit. ! Obtain written consent if necessary. ! Ask participants to do tasks as they normally would. ! Observe people in an unobtrusive manner ! Interject questions at opportune moments. ! Document as much as possible with notes & sketches. ! Thank participant and ask for future follow-up.

38. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People /%123456782%9:;%6<25169=65>%1465>?%@?%A:?616B2C% 52>@16B2C%:;%4@B65>%A:12516@D Codify your field research data using Rose, Thorn, Bud. ositive egative otential

39. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Assemble research team and recorded observations. ! Hand out colored sticky note pads. (pink, blue, green) Activity: 1 Hour ! Translate observations onto colored sticky notes. ! Capture roses, positive observations on pink. ! Capture thorns, problematic observations on blue. ! Capture buds, highlight opportunities on green. ! Repeat until all observations have been translated.

40. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Assemble research team and recorded observations. ! Hand out colored sticky note pads. (pink, blue, green) Activity: 1 Hour ! Translate observations onto colored sticky notes. ! Capture roses, positive observations on pink. ! Capture thorns, problematic observations on blue. ! Capture buds, highlight opportunities on green. ! Repeat until all observations have been translated.

42. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People /%>;@A463%123456782%9:;%?:;165>%612E?%@33:;<65>%1:% ?6E6D@;61= Share observations and reveal themes and insights using Affinity Clustering.

43. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Gather team around whiteboard with rose, thorn, bud data ! Choose a facilitator to expedite and guide the activity. Activity: 1 Hour ! Take turns sharing notes, then placing items on board. ! Discuss each note as it is added, grouping related items. ! Adjust groupings as themes emerge. ! Repeat last three steps until all items have been shared. ! Refine groups. Create subgroupings if necessary. ! Summarize each cluster by writing key insight

44. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Gather team around whiteboard with rose, thorn, bud data ! Choose a facilitator to expedite and guide the activity. Activity: 1 Hour ! Take turns sharing notes, then placing items on board. ! Discuss each note as it is added, grouping related items. ! Adjust groupings as themes emerge. ! Repeat last three steps until all items have been shared. ! Refine groups. Create subgroupings if necessary. ! Summarize each cluster by writing key insight

46. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People /5%@AA;:@34%1:%A4;@?65>%A;:FD2E%?1@12E251?%14@1% 65B612?%F;:@<%2GAD:;@16:5% Translate insights into worthy and provocative opportunity statements using Statement Starters.

47. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Distribute some index cards to each participant. ! Assign each insight/cluster to an individual or pair. Activity: 30 Minutes ! Begin translating insights into opportunity statements. ! Jot these on index cards beginning with “How might we...” ! Have each person/pair share their statements. ! As team refine statements to be clear and provocative.

48. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Distribute some index cards to each participant. ! Assign each insight/cluster to an individual or pair. Activity: 30 Minutes ! Begin translating insights into opportunity statements. ! Jot these on index cards beginning with “How might we...” ! Have each person/pair share their statements. ! As team refine statements to be clear and provocative.

50. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People /%7863H%A:DD%:9%3:DD@F:;@1:;?%1:%;2B2@D%A;292;2532?% @5<%:A656:5? Align on most significant opportunities using Visualize the Vote.

51. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Give each team member two or three voting tokens. ! Clarify the criteria for voting (most important opportunity) Activity: 25 Minutes ! Have someone pitch each opportunity statement. ! Ask everyone to vote simultaneously using voting tokens. ! Tally the votes. ! Invite discussion of what people voted for and why. ! Nominate top opportunity statements.

52. © LUMA Institute and its licensors Identify and align on opportunities RECIPE Suggested time 1.5 days Process Phase Understand Group Size 4-6 People Prep: 5 Minutes ! Give each team member two or three voting tokens. ! Clarify the criteria for voting (most important opportunity) Activity: 25 Minutes ! Have someone pitch each opportunity statement. ! Ask everyone to vote simultaneously using voting tokens. ! Tally the votes. ! Invite discussion of what people voted for and why. ! Nominate top opportunity statements.

56. PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PROBLEM FRAMING Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities: UNDERSTAND SKETCH DECIDE PROTOTYPE VALIDATE ETHNOGRAPHIC RESEARCH PATTERNS & PRIORITES PEOPLE & SYSTEMS CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE Google Ventures Design Sprint DESIGN IS NOT A PROCESS. IT’S A DISCIPLINE THAT UNDERPINS YOUR PROCESSES. What problem are we trying to solve?

57. PARTICIPATORY RESEARCH EVALUATIVE RESEARCH PROBLEM FRAMING Looking Methods for observing human experience: Understanding Methods for analyzing challenges and opportunities: Making Methods for envisioning future possibilities: UNDERSTAND SKETCH DECIDE PROTOTYPE VALIDATE ETHNOGRAPHIC RESEARCH PATTERNS & PRIORITES PEOPLE & SYSTEMS CONCEPT IDEATION MODELING & PROTOTYPING DESIGN RATIONALE Google Ventures Design Sprint DESIGN IS NOT A PROCESS. IT’S A DISCIPLINE THAT UNDERPINS YOUR PROCESSES. We need fresh ideas!

58. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People

59. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People A format for sparking new ideas at the intersections of distinct categories Generate a lot of new ideas using Creative Matrix.

60. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People Prep: 30 Minutes ! Create a new 2x size MURAL® ! Drag and drop a Creative Matrix template on it. ! Add nominated statement starters along the top. ! Choose and enter relevant enablers along the side. ! Invite team to a Zoom® Meeting and the MURAL. ! Instruct individuals to write/draw one idea per sticky note Activity: 30 Minutes ! Start the clock. Limit the time to 15 minutes of ideation. ! Encourage quantity over quality. ! When time is up, quickly review all ideas. ! Have each team member pick 2-3 standout ideas.

62. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People Prep: 30 Minutes ! Create a new 2x size MURAL® ! Drag and drop a Creative Matrix template on it. ! Add nominated statement starters along the top. ! Choose and enter relevant enablers along the side.. ! Invite team to a Zoom® Meeting and the MURAL. ! Instruct individuals to write/draw one idea per sticky note Activity: 30 Minutes ! Start the clock. Limit the time to 15 minutes of ideation. ! Encourage quantity over quality. Explore all intersections. ! When time is up, quickly review all ideas. ! Have each team member pick 2-3 standout ideas.

64. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People A quad chart for plotting items by relative importance and difficulty Plot the relative importance and difficulty of the most promising concepts with Importance/Difficulty Matrix.

65. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People Prep: 5 Minutes ! Drag, drop & size Importance/Difficulty Matrix on MURAL. Activity: 45 Minutes ! Have team rank each idea by relative importance first. ! Encourage debate and deliberation. ! Keeping each idea’s position, plot by relative difficulty. ! Divide matrix into a quad, and label accordingly: Bottom right: Higher ROI Top right : Strategic ideas Bottom left: Low-Hanging Fruit Top left: Lower ROI ! Consider connecting ideas to create integrated concepts. ! Use results to converge on top 2 or 3 ideas to advance.

69. © LUMA Institute and its licensors Conceive fresh ideas with a remote team RECIPE Suggested time 2 Hours Process Phase Ideate Group Size 4-6 People

71. © LUMA Institute and its licensors OBJECTIVE OF THIS SESSION Help you: • Become a more confident and capable problem solver. • Equip your team to collaborate and deliver more creative, impactful solutions. • Transform your organization into a place where people and innovation flourish. © LUMA Institute and its licensors

72. © LUMA Institute and its licensors Thank you! Chris Pacione CEO & Co-Founder LUMA Institute Try for free: LUMAWorkplace.com Follow us: @LUMAInstitute Email us: info@luma-institute.com

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