Aiming for Innovation:
 Living Design in a Business World
                    BayCHI   :: December 8, 2009




           ...
Dr. Charles Burnette

“Design Thinking is a process of
creative and critical thinking that
allows information and ideas to...
58 billion paper cups are thrown
     away every year in the U.S.
According to Global Green USA.     Source: Nate Beaty
1) SWOT

                              2) Prioritize




                  3) Business plan

          4) Execute
        ...
Solution?
            paper

“I am
not a paper cup…”
                    h p://design-milk.com/i-am-not-a-paper-cup/
KeepCup
Solution?




Hot coffee.
Cool Planet.    h p://keepcup.com.au
BYO cup
Solution?




Saving the planet,
one coffee at a time..
                     h p://www.hookturnindustries.com.au/b...
The problem runs deep

                        Source: Ernst Vikne
Morning routine.
                   Source: holas84
Commuting culture.
            Source: Terence T.S. Tam and Jory
Coffee culture is social

                  Source: h p://www. ickr.com/people/bonifaceplymouth/
Paper cup waste is a symptom
According to Global Green USA.   Source: Nate Beaty
Problem Space

1. Understand          2. Point of View

•   user behaviors     •   pick a problem
    and context

•   ide...
Problem Space                                            Solution Space

1. Understand          2. Point of View       3. ...
Problem Space                               Solution Space

1. Understand   2. Point of View   3. Ideate     4. Prototype ...
analytical, deductive;
                            + intuitive, abductive;
                                           + “c...
Jess McMullin

“Good design... is at the intersection
of business and human goals...
it’s not just about users,
and it's n...
Paula Thornton

“Design thinking is not about
solving design problems...
it’s about solving problems
with design.”




   ...
60%    of prescription-drug users
           have taken medication incorrectly.




According to a recent poll conducted f...
Observation




      Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
What’s changed since WWII?




              h p://www.nationalmuseum.af.mil/factsheets/factsheet.asp?id=2552
Prototyping
Prototyping


“
    If it doesn’t
    make sense,
    it’s art.

            – Andy Warhol
The Solution?




       Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
Don’t we already know our users?




Enter business thinking
Business
               User Goals
Requirements
Business
               User Goals
Requirements
Richard Bolland & Fred Collopy

“When we couple design process
experts with business content
experts, we create a capacity...
“   Tim Brown

    “Put simply, [design thinking] uses
    a designer’s sensibility and methods
    to match people’s need...
Other Examples
Other Examples
Challenges in a business world




                           Source: Stefano Corso
User experience can be compartmentalized

                                 Source: Richard Yuan
And locked into hierarchies




                              Source: Giant Ginkgo
Getting started




                  Source: Dhanesh Ramachandram
Until it becomes clear, ask why
                            Source: Guy Mayer
Think beyond tasks
                     Source: Andrew Carr
Sketch, Prototype,
Iterate, Move Fast!
Encourage visual
thinking
Create design walls
              Source: ewhitworth.com
Take a new perspective




           Source: h p://www.adaptivepath.com/blog/2009/12/03/shi ing-perspective/
What other problems could
benefit from a design thinking
approach?
Aiming for Innovation:
 Living Design in a Business World
                    BayCHI   :: December 8, 2009


             ...
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Aiming for Innovation: Living Design in a Business World

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Brynn Evans and Krista Sanders at BayCHI, December 8, 2009: Design thinking and how it relates to software product development in general and HCI design in particular. The values and methods of strategic ideation and see how they can be applied in various real life/real work situations.

Published in: Education, Technology

Aiming for Innovation: Living Design in a Business World

  1. 1. Aiming for Innovation: Living Design in a Business World BayCHI :: December 8, 2009 presented by: Brynn M. Evans Krista Sanders
  2. 2. Dr. Charles Burnette “Design Thinking is a process of creative and critical thinking that allows information and ideas to be organized, decisions to be made, situations to be improved, and knowledge to be gained.”
  3. 3. 58 billion paper cups are thrown away every year in the U.S. According to Global Green USA. Source: Nate Beaty
  4. 4. 1) SWOT 2) Prioritize 3) Business plan 4) Execute Source: h p://www. ickr.com/people/engelene/
  5. 5. Solution? paper “I am not a paper cup…” h p://design-milk.com/i-am-not-a-paper-cup/
  6. 6. KeepCup Solution? Hot coffee. Cool Planet. h p://keepcup.com.au
  7. 7. BYO cup Solution? Saving the planet, one coffee at a time.. h p://www.hookturnindustries.com.au/byo-coffee-cup.html
  8. 8. The problem runs deep Source: Ernst Vikne
  9. 9. Morning routine. Source: holas84
  10. 10. Commuting culture. Source: Terence T.S. Tam and Jory
  11. 11. Coffee culture is social Source: h p://www. ickr.com/people/bonifaceplymouth/
  12. 12. Paper cup waste is a symptom According to Global Green USA. Source: Nate Beaty
  13. 13. Problem Space 1. Understand 2. Point of View • user behaviors • pick a problem and context • identify all the • take a slice factors/players that’s relevant, in a system useful, interesting • explore their • explore that requirements, problem from constraints, alternative expectations perspectives† † For a different perspective, see h p://www.scribd.com/doc/22133391/Papel-the-Paper-Cup
  14. 14. Problem Space Solution Space 1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate • user behaviors • pick a problem • brainstorm • sketch • inspect and and context adapt • mockup • identify all the • take a slice • explore • reframe factors/players that’s relevant, alternatives, • build in a system useful, possibilities, choices • redefine interesting • test • explore their • explore that • evaluate • reprioritize requirements, problem from constraints, alternative • replan expectations perspectives
  15. 15. Problem Space Solution Space 1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate analytical intuitive
  16. 16. analytical, deductive; + intuitive, abductive; + “configuration” Roger Martin, Rotman School of Management, author of: e Design of Business: Why Design inking is the Next Competitive Advantage
  17. 17. Jess McMullin “Good design... is at the intersection of business and human goals... it’s not just about users, and it's not just about business it's about balancing both.”
  18. 18. Paula Thornton “Design thinking is not about solving design problems... it’s about solving problems with design.” h p://twi er.com/rotkapchen/status/6361129781
  19. 19. 60% of prescription-drug users have taken medication incorrectly. According to a recent poll conducted for Target. Source: Jessica Shapiro h p://www.theage.com.au/news/health/pills-in-poop-is-the-scoop/2007/11/14/1194766740042.html
  20. 20. Observation Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
  21. 21. What’s changed since WWII? h p://www.nationalmuseum.af.mil/factsheets/factsheet.asp?id=2552
  22. 22. Prototyping
  23. 23. Prototyping “ If it doesn’t make sense, it’s art. – Andy Warhol
  24. 24. The Solution? Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
  25. 25. Don’t we already know our users? Enter business thinking
  26. 26. Business User Goals Requirements
  27. 27. Business User Goals Requirements
  28. 28. Richard Bolland & Fred Collopy “When we couple design process experts with business content experts, we create a capacity to envision and realize futures that are both desirable for people and viable for organizations.”
  29. 29. “ Tim Brown “Put simply, [design thinking] uses a designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”
  30. 30. Other Examples
  31. 31. Other Examples
  32. 32. Challenges in a business world Source: Stefano Corso
  33. 33. User experience can be compartmentalized Source: Richard Yuan
  34. 34. And locked into hierarchies Source: Giant Ginkgo
  35. 35. Getting started Source: Dhanesh Ramachandram
  36. 36. Until it becomes clear, ask why Source: Guy Mayer
  37. 37. Think beyond tasks Source: Andrew Carr
  38. 38. Sketch, Prototype, Iterate, Move Fast!
  39. 39. Encourage visual thinking
  40. 40. Create design walls Source: ewhitworth.com
  41. 41. Take a new perspective Source: h p://www.adaptivepath.com/blog/2009/12/03/shi ing-perspective/
  42. 42. What other problems could benefit from a design thinking approach?
  43. 43. Aiming for Innovation: Living Design in a Business World BayCHI :: December 8, 2009 presented by: Brynn M. Evans Krista Sanders brynnevans.com / @brynn kristasanders.com / @newhighscore
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