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Design Thinking Meetup #3 - Synthesis, Warsaw 2014

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Andrzej Karel
Andrzej Karel

Slides from Design Thinking Meetup #3 in Warsaw. Tools and explanation of synthesis (sense making) of DT Process

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Warszawa 16.09.2014 Design Thinking Meetup#3     Andrzej Karel www.andrzejkarel.com
Who? 2 Katarzyna Andrzej Piotr
3 Process: HPI School of Design Thinking CCBY-NC-ND 4.0 Design Thinking
4 Process: HPI School of Design Thinking CCBY-NC-ND 4.0 Design Thinking
Synthesis/ sensemaking/ POV/ analysis  DESIGNTHINKING MEETUP #3, WARSAW
Whysynthesize? 6 •Toavoidbrainstormingonawrongproblem -Howmanydesignersdoyouneedtochangealightulb? -Doesithavetobealightbulb? •Tounderstandmotivesbehinduser’sbehaviour •Tofindcrucialtouchpointsinuser’sjourney
How? 7 1.Interviewsstorytelling: Quotes>insights Colourcodingpost-its(easytomove,short,„tagged”) 2.Picturesanalysis(beadetective)
How? 8 3.Clustering(mindmap)
How? 9 3.Clustering(mindmap) „NosmokercameoutandtoldPfizerthatheorsheviewedthehabitasalifestylechoiceratherthanamedicalproblem.Thatinsightemergedastheteamporedoveritsinformation,lookingforpatterns. Ultimately,theseledtotheaha!momentandthereframingofthebusiness.” LiedtkaJ., Ogilvie T., Designing for growth: A Design Thinking Toolkit for Managers
How? 10 4.Persona
How? 11 4.Persona -Includes:background,motivations,lifestyle,character -Basictoolofuser-centereddesign -Helpstheteamtodesignforspecificuserandbeonthesamepage -Mixofinsights,notnecessarilyjustfromone„real”person -Notamarketsegment–helpstocreatehyphothesis,nottovalidatesolutions
How? 12 5.Userjourney,scenario -Actual,currentsituation(usedduringsynthesis) -Ideal,futuresituation(usedduringprototyping)
How? 13 6.PointofView(POV) USER + NEED + INSIGHT = POV
Exercise: a dayina life of… 14 Form teamsof 4-5 people Discusswhatyouseeinthepictures(where, what, who) –3 min Createclustersof photos(topicsand themes), writedown details–5 min Trylookingcloser! What’sthemeaning? What’snot obviousthere? –5 min Createa persona: name, age, profession, character, life motto, relationships, likes/ dislikes, hobby, etc. -10 min. Createa list of needsusingstructure[name] needsto … [verb]. Include: motivations, values, relationshipwithothers, socialstatus, physical/ biologicalneeds, whateveryoufeellike–5 min.
Exercise: a dayina life of… 15 Whotookthephotos?
Exercise: a dayina life of… 16 Whotookthephotos? I will keepitas a secret–unlessifyou’vebeento theMeetupthenyouknowit.
Thanks ! Questions ? Andrzej Karel www.andrzejkarel.com

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Design Thinking Meetup #3 - Synthesis, Warsaw 2014

  • 1. Warszawa 16.09.2014 Design Thinking Meetup#3     Andrzej Karel www.andrzejkarel.com
  • 2. Who? 2 Katarzyna Andrzej Piotr
  • 3. 3 Process: HPI School of Design Thinking CCBY-NC-ND 4.0 Design Thinking
  • 4. 4 Process: HPI School of Design Thinking CCBY-NC-ND 4.0 Design Thinking
  • 5. Synthesis/ sensemaking/ POV/ analysis  DESIGNTHINKING MEETUP #3, WARSAW
  • 6. Whysynthesize? 6 •Toavoidbrainstormingonawrongproblem -Howmanydesignersdoyouneedtochangealightulb? -Doesithavetobealightbulb? •Tounderstandmotivesbehinduser’sbehaviour •Tofindcrucialtouchpointsinuser’sjourney
  • 7. How? 7 1.Interviewsstorytelling: Quotes>insights Colourcodingpost-its(easytomove,short,„tagged”) 2.Picturesanalysis(beadetective)
  • 9. How? 9 3.Clustering(mindmap) „NosmokercameoutandtoldPfizerthatheorsheviewedthehabitasalifestylechoiceratherthanamedicalproblem.Thatinsightemergedastheteamporedoveritsinformation,lookingforpatterns. Ultimately,theseledtotheaha!momentandthereframingofthebusiness.” LiedtkaJ., Ogilvie T., Designing for growth: A Design Thinking Toolkit for Managers
  • 11. How? 11 4.Persona -Includes:background,motivations,lifestyle,character -Basictoolofuser-centereddesign -Helpstheteamtodesignforspecificuserandbeonthesamepage -Mixofinsights,notnecessarilyjustfromone„real”person -Notamarketsegment–helpstocreatehyphothesis,nottovalidatesolutions
  • 12. How? 12 5.Userjourney,scenario -Actual,currentsituation(usedduringsynthesis) -Ideal,futuresituation(usedduringprototyping)
  • 13. How? 13 6.PointofView(POV) USER + NEED + INSIGHT = POV
  • 14. Exercise: a dayina life of… 14 Form teamsof 4-5 people Discusswhatyouseeinthepictures(where, what, who) –3 min Createclustersof photos(topicsand themes), writedown details–5 min Trylookingcloser! What’sthemeaning? What’snot obviousthere? –5 min Createa persona: name, age, profession, character, life motto, relationships, likes/ dislikes, hobby, etc. -10 min. Createa list of needsusingstructure[name] needsto … [verb]. Include: motivations, values, relationshipwithothers, socialstatus, physical/ biologicalneeds, whateveryoufeellike–5 min.
  • 15. Exercise: a dayina life of… 15 Whotookthephotos?
  • 16. Exercise: a dayina life of… 16 Whotookthephotos? I will keepitas a secret–unlessifyou’vebeento theMeetupthenyouknowit.
  • 17. Thanks ! Questions ? Andrzej Karel www.andrzejkarel.com