WTF is Design Thinking
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How did we sell DT, how did the workshops with clients and users, which methods work and which ones do not. Examples of real projects: both successful and not very) - What is DT and why everyone is talking about it - Key DT elements - How DT works in outsourcing - How the theory differs in practice - How to sell DT - How a project with DT fails
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WTF is Design Thinking
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- 4. By 2020, UX will overtake price and product as the key brand differentiator." 4 “
- 5. 5 Age of Manufacturing Age of Distribution Age of Information Age of Customers 1900-1960 1960-1990 1990-2010 2010-? Mass manufacturing makes industrial powerhouses successful Global connections and transportation systems make distribution key Connected PCs and supply chains mean those who control information flow dominate Power comes from engaging with empowered users Ford, Boeing, Sony, GE Wallmart, Toyota, UPS, P&G Amazon, Google, Microsoft, SAP Saleforce, Apple, Netflix, Amazon, Forrester Research We have entered The Age of the Customers
- 6. The Age of the Customers – Customers have more power, choice and influence than ever before – What we think and feel about our interaction with an organizations product and service is increasingly important due to the rise of social media – Social Media brings a new level of transparency to what consumers are thinking and feeling about brand 6 Power is in hands of the customers !" Forrester Research
- 7. People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 7 “ Maya Angelou
- 8. 8 Digitalization and Digital Transformation
- 9. Digital Business Transformation: It is about doing things differently – creating new business by using digital technologies It is not just about automating or inserting technology into an existing process (digitalization) to optimize the current value chain, but modifying the business model, changing the value chain and surely creating a new supply of products and services 9 "
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- 17. 17 Design
- 18. 18 De$ign
- 19. 19 How we as designer can help in
- 20. A human-centered, empathetic approach to problem solving, combined with a non-linear and iterative process, that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. What is Design Thinking? Desirability (Human) Viability (Business) Feasibility (Technology)
- 21. – A mindset – Collaborative process – Prototyping and testing – A set of methods and tools 21 What is Design Thinking?
- 22. – Empathy – Creative Confidence – Iterate, Iterate, Iterate – Learn From Failure – Optimism 22 Mindset 🤓
- 23. Empathy is the capacity to understand or feel what another person is experiencing from within the other person's frame of reference, i.e., the capacity to place oneself in another's position. 💏 Mindset
- 24. – Users – Clients – Customers – Stakeholders – People Start From
- 25. – Observe – Engage – Watch and Listen – Ask Why Empathy
- 26. We spend a lot of time designing the bridge, but not enough time thinking about the people who are crossing it” Dr. Prabhjot Singh Director of Systems Design at the Earth Institute “
- 27. 64% of the feature we build in the software industry are rarely or never user Know Your User
- 28. “ The Customer is really the boss. “ Thinking about the customers has focused our priorities. “ There are two moment of thrash we are complete for: First, whenever she shops we stand for election – and either we get her vote or somebody else. Second when she used our product and she's either satisfied or not. During his tenure (’00-’15): – Sales doubled – Profits quadruped – P&G market value increased by more than $100 billion dollars A. G Lafley, CEO at P&G Customer-Centric Culture
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- 33. 33 Product Development Phase Strategize Execute Assess Goal: Inspire, explore and choose new directions and opportunities Inform and optimize designs in order to reduce risk and improve usability Measure product performance against itself or its competition Approach: Qualitative and Quantitative Mainly Qualitative (formative) Mainly Quantitative (summative) Typical methods: Field studies, diary studies, surveys, data mining, or analytics Card sorting, field studies, participatory design, paper prototype, and usability studies, desirability studies, customer emails Usability benchmarking, online assessments, surveys, A/B testing https://www.nngroup.com/articles/which-ux-research-methods/
- 34. Collaboration
- 35. 35 Most problems are too complex for one person. Multiple perspectives, skills, disciplines, experience and knowledge is key
- 36. 36 2014 — User Story Mapping by Jeff Patton
- 37. 37 2014 — User Story Mapping by Jeff Patton
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- 42. Prototypes
- 43. 43 The cheapest artifact to test an assumption
- 44. In 1978, James Dyson became frustrated with his vacuum cleaner’s diminishing performance. 44
- 45. Five years and 5,127 prototypes later, he had invented the world’s first bagless vacuum cleaner. 45
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- 49. Prototype driven culture – Build anything that allows the idea to be experienced – Let your building inform your thinking – Be comfortable with things that are rough – Fail early and often in order to succeed sooner – Ask the right questions
- 52. Sir Francis Bacon (1561-1626) – Father of Scientific Revolution – Observation and Experiment – Develop the approach called empiricism or the experimental method
- 53. Scientific method (1962) Step-by-step approach consisting of identifying and defining a problem, accumulating relevant data, formulating a tentative hypothesis, conducting experiments to test the hypothesis, interpreting the results objectively, and repeating the steps until an acceptable solution is found.
- 54. ISO HCD (1999)
- 55. 55 Brief History of DT
- 57. Adding the word ‘thinking’ to ‘design’ was a brilliant move. David Kelley and Tim Brown, the founders of IDEO who popularized the term, were smart to take advantage of the unfamiliarity of the phrase. 57 Design Thinking Process is Just Design Process Jared Spool
- 58. As design professionals, we shouldn’t let ourselves think there’s any magic in Design Thinking. Our teams, stakeholders, and executives can believe in it, but we shouldn’t. 58 🎩 No Magic Jared Spool
- 59. How sell DT
- 60. – Know your client – Know your proposition How to Sell
- 61. 61 Is there a DT in outsourcing?
- 62. 62 N 😭😭😭! Is there a DT in outsourcing?
- 63. 63 https://www.slideshare.net/Hienadz.Drahun/ux-maturity-models No Design Design as Styling Design As Process Design as Strategy Maturity of Clients
- 64. 64 We need Designer We need Application We need Solution We don't know what we need Client needs
- 65. 65 🐶 Some clients just want pretty pictures
- 66. 66 They need pixel monkey and requirement-man
- 67. 67 Other clients need that you solve their problems 🕶
- 68. 68 But they don’t need Design Thinking 😿
- 69. 69 Sell benefits and results first and only then process 🤝
- 71. 71 😱😱😱 Design Thinking ≠ Design Sprint ≠ Workshops Know your proposition
- 72. 72 , DT – Approach Design Sprint – Framework Interviews, Workshops, etc – Activity
- 73. 73 Design Thinking Design Sprint Product Discovery Design Sprint Workshops Interviews Workshops Interviews Workshops Interviews
- 74. 74 Approach Metodology Agile, Design Thinking Scrum, Google Design Sprint, IBM Design Loop Generalized and tells one how to go about a problem Specific and has a step by step procedure to solve a problem Overall style that guides you when trying to overcome a problem It is a very well organized and well researched plan to solve a problem
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- 76. 76 We will do Design Thinking, Google Sprints, Lean UX, Interviews, Test and Workshops. 😫
- 77. 77 😀 We will do workshops with stakeholders and users. These activities are part of our Design Sprint based on Design Thinking Approach. As Result of these workshops we will have shared understanding of business and user needs…
- 78. When NOT to Design Sprint – Your product is already very well-defined – Research is needed – The scope is too broad – The scope is far too narrow – Client needs a new product or service that needs to roadmapped ☠
- 79. 79 Design Sprints doesn't work on Discovery
- 80. 80 Product Discovery!!! A product discovery is about ensuring that the right product is built for the right audience
- 81. There is no single process or toolkit that serves every single case. There is a wide variety of activities and tools that people customize to serve their needs. 81
- 82. The Traditional Way – A long list of ideas is collected from senior leadership – A group of people prioritizes and funds those ideas, initiatives, or projects – Funded projects get assigned resources and a PM/BA starts gathering requirements – The PM/BA interviews key stakeholders to understand what they need, documenting what they find – The requirements go to engineering for delivery
- 83. 83 2014 — User Story Mapping by Jeff Patton
- 84. 84 2014 — User Story Mapping by Jeff Patton
- 86. How long discovery takes Every service is different, but depending on the size and complexity of your service, your discovery should usually take between 2 and 8 weeks.
- 87. What you will have after Discovery – Shared understanding of business and user needs – Concept of product – MVP vision – Roadmap – Estimate for delivery and client – Team composition – How you’ll measure success and what a successful service would look like
- 88. Discovery → Design Sprints Product Discovery Design Sprints Design Sprints Design Sprints
- 89. Workshops
- 90. Before Workshops – Agenda – Users – Rider
- 92. Sometimes single whiteboard works
- 93. Rider – Big meeting room with TV or Projector – 2-4 whiteboards – Yellow 3-by-5 sticky notes, Small dot stickers – Black, Green and red whiteboard – Printer paper, Masking tape – Healthy snacks and water Example without whiteboard
- 94. Our Design Room onsite
- 96. Table as whiteboard. How cool is that!
- 97. Workshop – Goal: The desired outcome or end result of a workshop – Questions: The information that the organizer needs to gather in order to reach the stated goal – Processes: The activities the attendees will do in order to gather the required information https://www.nngroup.com/articles/ux-workshop-agendas/
- 99. Thinking over Doing Wrong Implementation of Process The End Process is not the End Hype 99 💩 What can be wrong with DT
- 100. Questions 100
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