With Design Thinking
Accelerate Your Digital Transformation
PRESENTED BY

Introductions
Jason UX Lead @RivetLogic
25 Years of Industry Experience
18 Books Published on Digital Design & Media
57 Published Articles
International Speaker & Teacher
Past Clients: Bank of America, AOL, Marriott, IRS,
Capital One, WebMD, Gannett

This session
In the next 45 minutes
Why Projects Fail
What is Design Thinking?
What are Design Sprints?
Design Thinking for Digital Transformation
Case Study: IRS
Your Questions

The Way People Work is Changing…

Yesterday…

Today…

Tomorrow?

The Way We Approach Design Has to Change Too!

Why Digital Transformations
Flounder or Fail!

84% of Digital Transformations Fail
…if you can't get the sum of the parts to be greater
than the cost you're going to fail and I think a large
part of that 84 percent that fail it’s because they're
not prepared to change behavior. They think they
can have strategy and technology and it just
doesn't get them there fast enough or in a good
enough way.
—— Michael Gale
“Forbes Magazine”, Why 84% Of Companies Fail At Digital Transformation
“

SOURCE: Harvey Nash/KPMG CIO Survey 2017, Navigating Uncertainty, Pg. 26
How many companies rate their Digital Transition
as “Very Effective”?

Waterfall Doesn’t Work!
discover
define
design
develop
deploy
WATERFALL
2 weeks
2 weeks
4 weeks
8 weeks
Deadline!
Scope Creep
3 weeks
4 weeks
6 weeks
3 weeks

Succeed
● Clearly define user Needs
● Clearly define what success looks like
● Clearly define the technologies to be deployed
● Involve the Users in Decision Making
● Make User Testing a Part of the Process, Not an Afterthought
● Design & Develop in Steps
How Digital Transformations

AGILE
SPRINTS

DESIGN THINKING
DESIGN SPRINTS

Design Thinking
Process

What is Design Thinking?
Everyone can—and does—design. We all design
when we plan for something new to happen,
whether that might be a new version of a recipe, a
new arrangement of the living room furniture, or a
new lay tour of a personal web page. So design
thinking is something inherent within human
cognition; it is a key part of what makes us human.
— Nigel Cross
Design Studies at The Open University, UK
“

Make sure to Validate for the best solution
✓ Clearly define user Needs
✓ Clearly define what success looks
like
✓ Clearly define the technologies to
be deployed

Bring a Human Centered Design Philosophy
✓ Involve the Users in Decision
Making
✓ Make User Testing a Part of the
Process, Not an Afterthought

From Need To Launch
Design Thinking

Design Thinking Process From Need to Launch

Needs & Research
Needs: User & Business Needs
“Who is this for and what are they like?”
Research: People’s Desire
“What do I need to get done?”
Research: Business Viability
“What is the ROI?”
Research: Technical Feasibility
“How can we make it happen?”
Process
I need to write my novel.

Deconstruct Research, Tell Stories, Define, Ideate
Research: Tech to be deployed
“What tools can we use?”
Define: Big Ideas & Goals
“What does success look like?”
Tell Stories: Job Stories
“What are the tasks the user will perform?”
Ideate: Journey Maps
“How will the user get there?”
Process
Let’s break down the process.

Construct Tell Stories, Prototype, Test, Build
Tell Stories: Storyboards
“What is the path to success?”
Ideate: User Flows
“What are the steps in the path?”
Prototype: Interactive & Visual Design
“How do the steps in the path work and look?”
Test: User Testing
“Are we on the right path?”
Process
Here’s a possible solution.

Build & Launch
Build: Development
“Let’s build the path!”
Build: Beta & More Usability Testing
“Are we still on the right path?”
Build: Refinement
“Did we miss anything?”
Launch: Hard Launch
“Let’s Go!”
Process
Best selling novel on the way!

Next Steps
Iterate
“How can we build on successful ideas?”
Design Sprints
“How do we add new ideas in an agile fashion?”
Process
This work great, but I also need to…

Design Thinking
Accelerate Success

What are Design Sprints?
The sprint is a five-day process for answering critical
business questions through design, prototyping,
and testing ideas with customers. Developed at GV,
it’s a “greatest hits” of business strategy,
innovation, behavior science, design thinking, and
more—packaged into a battle-tested process that
any team can use.
— GV.com/sprint
“

Organizations using
Medium SmallLarge
Design Sprints

Design sprints allow you to test before you build…
…For better results

Kick-off Design Thinking Workshop Define, Ideate, Tell Stories
Define
“Who is this for and what are they like?”
Technology to be deployed
“What tools can we use?”
Ideate
“What does success look like?”
Tell Stories
“What is the path to success?”
Job Stories
“What are the tasks the user will perform?”
Design Sprints | Process

Design/Dev Sprints
Design Sprints | Rivet Logic Process

Advantages
● Developed by Google Ventures (gv.com)
● Used regularly by start-ups and fortune 500 companies
● Targets processes not pages
● Allows for rapid idea generation, prototyping, and testing
● Flexible to respond to changing priorities
● Involves employees (SMEs) in decision making
● Allows design & dev to iterate the solution
Design Sprints

Design Sprints Define, Ideate, Tell Stories, Prototype, Test
Define
“What are the steps in the path?”
Ideate
“How do we want to follow the path?”
Tell Stories & Prototype
“What do the steps in the path look like?”
Test
“Are we on the right path?”
Solution
“Let’s build the path!”
Design Sprints | Process | Design/Dev Sprints

Dev Sprints Plan, Build, Code Review, Demo & Feedback, Refine
Plan
“What are the steps to build path?”
Build
“Let’s put his together.”
Code Review
“Is everything right?”
Demo & Feedback — Refine
“How do we make it better?”
Deliver
“Ready to go.”
Design Sprints | Process | Design/Dev Sprints

QA Sprints Test, Report, Code Fix, Code Commit, Nightly Build
Test & Report
“Is everything right?”
Code Fix
“Let’s make it right”
Code Commit
“All systems are go?”
Nightly Build
“Launch!”
Design Sprints | Process | Design/Dev Sprints

Design Thinking
For Digital Transformation

Why Design Thinking?
Whoever is best able to describe the problem is the
person most likely to solve it.
— Dan Roam
Unfolding the Napkin
“

LEAN UX

Job Stories
Clearly define user’s needs
Clearly define what success
looks like for the Users
Understand the user’s
motivations
Digital Transformation
Alan Klement, JTBD.info

Journey Maps
Looks at the process, not the
interface
Shows the emotional journey
Allows discussion of
opportunities to engage the
user that might have been
overlooked
Digital Transformation

Storyboards
Describes the process
step-by-step
Considers what triggers the
action
Considers what the expected
result should be
Digital Transformation

User Flows
Process schematic
Provides process overviews
Allows for early identification
of potential issues
Give development a map of
what they will be building
Digital Transformation

Functional Prototypes
Information Architecture
Layout
Visual Design
Usability Testing Platform
Interaction Design
Digital Transformation

Design Guide
Web accessible living design
guide that is always up-to-date
Colors, typography, iconography,
design patterns, & components
Values can be clicked to copy into
clipboard
Digital Transformation

Design Thinking
In Action

IRS
Online Payments

IRS 2 Day Design Thinking Workshop
Discover needs and optimal outcomes for the project.
Define the triggers and expected outcomes for users.
Ideate to flush-out ways to help users meet their
expectations.
Tell stories through the use of a user journey map that
begin the process of creating solutions.
Refine the solutions into job stories that will serve as
project requirements.
Design Thinking In Action

Set The Stage
Design Thinking In Action | IRS Design Thinking Workshop
Define the Challenge
”What are we talking about?”
Recruit the teams
”Who can define the problems?”
Recruit Facilitators
“Who can guide the teams in coming up with
ideas?”
Gather Materials
“Do we have pen, paper, snacks? Anything else?”

Day 1: Define & Ideate
Design Thinking In Action | IRS Design Thinking Workshop
Define your big ideas
”What are the needs & expected outcomes?”
Sort Big Ideas into Groups
”What do the ideas have in common?”
Create Initial Job Stories
“What are the actions & motivations?”
Brainstorm Solutions
“How do solve the job stories?”

Day 2: Ideate & tell Stories
Design Thinking In Action | IRS Design Thinking Workshop
Describe the User Journey
”How to the solutions work with the job stories?”
Storyboard the Process
”What does this look like-step-by-step?”
Finalize Job Stories
”Are the original job stories still valid?
Do any need to be added?”

Next Steps
Design Thinking In Action | IRS Design Thinking Workshop
Show ideas to audience
”What are your thoughts?”
Ideate: User Flows
“What are the steps in the path?”
Prototype: Interactive & Visual Design
“How do the steps in the path work and look?”

Thanks
From Rivet Logic

TECHNOLOGY
CONSUMER
PRODUCTS &
RETAIL
PUBLIC SECTOR EDUCATION
MANUFACTURING,
TRANSPORTATION,
& UTILITIES
Introductions
Experience

HEALTHCARE
ENGINEERING &
BIOSCIENCE
HOSPITALITY &
ENTERTAINMENT
MEDIA &
PUBLISHING
FINANCIAL
SERVICES
Introductions
Experience

Want to know more?
Read our series on Design Thinking for Digital Transformation
bit.ly/rl-digitaltransformation
QUESTIONS?

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