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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 …

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.

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  • 1. Aiming for Innovation: Living Design in a Business World BayCHI :: December 8, 2009 presented by: Brynn M. Evans Krista Sanders
  • 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. 58 billion paper cups are thrown away every year in the U.S. According to Global Green USA. Source: Nate Beaty
  • 4. 1) SWOT 2) Prioritize 3) Business plan 4) Execute Source: h p://www. ickr.com/people/engelene/
  • 5. Solution? paper “I am not a paper cup…” h p://design-milk.com/i-am-not-a-paper-cup/
  • 6. KeepCup Solution? Hot coffee. Cool Planet. h p://keepcup.com.au
  • 7. BYO cup Solution? Saving the planet, one coffee at a time.. h p://www.hookturnindustries.com.au/byo-coffee-cup.html
  • 8. The problem runs deep Source: Ernst Vikne
  • 9. Morning routine. Source: holas84
  • 10. Commuting culture. Source: Terence T.S. Tam and Jory
  • 11. Coffee culture is social Source: h p://www. ickr.com/people/bonifaceplymouth/
  • 12. Paper cup waste is a symptom According to Global Green USA. Source: Nate Beaty
  • 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. 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. Problem Space Solution Space 1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate analytical intuitive
  • 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. 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. 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. 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. Observation Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
  • 21. What’s changed since WWII? h p://www.nationalmuseum.af.mil/factsheets/factsheet.asp?id=2552
  • 22. Prototyping
  • 23. Prototyping “ If it doesn’t make sense, it’s art. – Andy Warhol
  • 24. The Solution? Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
  • 25. Don’t we already know our users? Enter business thinking
  • 26. Business User Goals Requirements
  • 27. Business User Goals Requirements
  • 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. “ 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. Other Examples
  • 31. Other Examples
  • 32. Challenges in a business world Source: Stefano Corso
  • 33. User experience can be compartmentalized Source: Richard Yuan
  • 34. And locked into hierarchies Source: Giant Ginkgo
  • 35. Getting started Source: Dhanesh Ramachandram
  • 36. Until it becomes clear, ask why Source: Guy Mayer
  • 37. Think beyond tasks Source: Andrew Carr
  • 38. Sketch, Prototype, Iterate, Move Fast!
  • 39. Encourage visual thinking
  • 40. Create design walls Source: ewhitworth.com
  • 41. Take a new perspective Source: h p://www.adaptivepath.com/blog/2009/12/03/shi ing-perspective/
  • 42. What other problems could benefit from a design thinking approach?
  • 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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