Design Thinking Dallas by Chris Bernard

Slide 1: Chris Bernard User Experience Evangelist chris.bernard@microsoft.com 312.925.4095 www.designthinkingdigest.com DESIGN THINKING DOORS TO MEANINGFUL INNOVATION All photos are for educational purposes

Slide 2: Why?

Slide 4: hard to use

Slide 5: unintuitive

Slide 6: confusing

Slide 7: ugly

Slide 8: designed by engineers

Slide 9: Who am I?

Slide 10: Why should you care?

Slide 11: Why do I care?

Slide 12: Why are we here?

Slide 13: What is design thinking?

Slide 14: Why do we all need to start thinking about it right now?

Slide 15: Trouble is here.

Slide 16: So is opportunity.

Slide 17: Some History Unmet Feature Distinct Upgrade Value Articulated Unarticulated Commodity Taken-For Granted Met

Slide 18: “Because the purpose of business is to create a customer, the business enterprise has two, and only two, basic functions: marketing and innovation” Peter Drucker

Slide 19: Three trends

Slide 20: Technology

Slide 21: Business

Slide 22: You!

Slide 23: Technology tries to answer… “What is possible?” Source: Larry Keeley, Doblin

Slide 26: Business tries to answer… “What is viable in the market place?” Source: Larry Keeley, Doblin

Slide 29: Experience / Design tries to answer… “What is desirable to users?” Source: Larry Keeley, Doblin

Slide 32: Consumers try to answer… “Where can I be part of the conversation? How can I control my participation? My voice?”

Slide 33: Communities try to answer… “What is sustainable?”

Slide 34: Let‟s take a trip

Slide 35: The good old days.

Slide 37: Process Source: Gregg Berryman

Slide 38: Software

Slide 39: Process Source: Gregg Berryman

Slide 40: Process

Slide 41: Process Source: Gregg Berryman

Slide 42: Two Things Happened

Slide 44: Design is back baby! Yeah!

Slide 45: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 46: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 47: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 48: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 49: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 50: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 51: Concept: Courtesy of Jon Harris, a Microsoft buddy

Slide 52: Our methods for designing software and for the Web are broken.

Slide 53: The economic models for software are changing.

Slide 54: How?

Slide 55: Let‟s take another trip.

Slide 59: Radio

Slide 60: Print

Slide 61: Television

Slide 65: but then…

Slide 71: Our disciplines and what is required of us is changing.

Slide 72: Design and advertising are converging, createding disruption in how software and Web sites are designed and how we create them.

Slide 73: It impacts how we work together Source: International Design Magazine

Slide 74: It impacts how our customers and audience interact with content and technology

Slide 75: It impacts our workspaces

Slide 76: It impacts how we need to think Source: Hasso Plattner Institute of Design

Slide 77: It impacts everyone

Slide 78: Great design thinking is expected…

Slide 79: …all the time.

Slide 84: Silverlight Airlines

Slide 86: What is design thinking?

Slide 87: It‟s not…

Slide 88: User interfaces that are applied after an application and Web site are architected are like pushing icing around on a cake. They can make something look nice but not fix fundamental problems, they merely hide them.

Slide 89: Icing on a cake

Slide 90: Doesn‟t matter…

Slide 91: What does?

Slide 92: Innovation

Slide 94: design is important

Slide 95: But design is a table stake…

Slide 96: …icing on the cake, when we only use it for styling

Slide 97: interface

Slide 98: user interface only scratches the surface

Slide 99: …and gives designers a bad rap when it‟s all we do

Slide 100: experience

Slide 101: user experience is important

Slide 102: user experience is what makes…

Slide 103: innovation

Slide 104: …happen.

Slide 105: We all need to be in the innovation business...

Slide 106: ...because merely making things that „work‟ (badly) isn‟t enough…

Slide 107: ...and if you can‟t do it right there are other people all over the world who can—and want to.

Slide 108: Design Thinking gets you in the experience business.

Slide 109: Creating great experiences gets you in the innovation business.

Slide 110: How will you be different?

Slide 111: Establishing a common vocabulary around design thinking

Slide 112: Design Thinking

Slide 113: Design Thinking User Research Design Planning User Interface Design Information Design Usability Testing

Slide 114: What roles does a designer play?

Slide 115: User Experience Roles Researcher Visual Planner Designer Interaction Information Designer Designer

Slide 116: A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects. Robert Heinlein, Author

Slide 117: User Research Design Planning Information Design User Interface Design Usability Testing

Slide 118: User Research Design Planning Information Design User Interface Design Usability Testing

Slide 119: User Research Design Planning Information Design User Interface Design Usability Testing

Slide 120: User Research Design Planning Information Design User Interface Design Usability Testing

Slide 121: User Research Design Planning Information Design User Interface Design Usability Testing Good interaction designers are more than just graphic or visual designers

Slide 122: Ok, enough about roles.

Slide 123: What can design thinkers do?

Slide 124: Designers can think about „what‟ to design and also about „how‟

Slide 125: User Experience Phases (Little d design) Planning High Level Sensing Design Deployment Detailed Design Production

Slide 126: User Experience Phases (Big D design) Identify Intent Conceptualize Conduct Research Conduct Conduct Synthesis Analysis

Slide 127: Why does it add value?

Slide 129: But who should drive this?

Slide 131: How do we implement it?

Slide 132: User Experience Capability People Business Value Awareness and Understanding Execution • No design limited UX as a Sole focus skills may UX thoughts about be • There is a on \"functional\" • UX professional involved in • Recognizes that UX exists as • Sees no value in UX design Some rudimentary • Plan to build UX into process Application development There is a continuous during • Measures UX quality future • Regards research make-or- • Interested in asfunctions Primary UX measuring Dedicated UX a and a process within application understanding of the not a leveraged, but applications, capabilities of this is a separate development for application of user discipline assessment process. in definition design needs at products ofUX project and of phases team includes internal all assessing a throughout across UX investments break element of life cycle ROI of application rigorous design research core for for developmentany team needskill positive UX making processes and • limitedis a input;of to build within application theare the conception they project There UI desire • Existingresourcesaction for in design initial investments takes corrective or external definition, design, and agile project efforts. application development including Useris used methodology • UX is poorapplication of infrastructure default members; by work. UX, but of the prioritized development team. externalit ispoorly collected and use to not UX with positive results agencies poor UX. closely integrated development, deployment • for points of contact to the Effectiveness, User All competitive consistently. • Does not think thatmetrics to • these skills is adof UX No application hoc and and validated late to make and comes too datain the • Develops repeatable team. and aligned of a project. and runtime with the criteria • differentiation and with Satisfaction and Quality of customermetrics Internal are aligned often not productivity measure their applies tovalidated. or process. at various stages. decisions • forleast one functional role At assessing user needs and the UX vision through Decisions. for UX are assessments company/industry satisfaction with the • Poor UX found afterwork • Reactive UX design release within the benchmarks constantly team dedicated • Uses UXevaluating teams, used in internal effectiveextensively during application. may in response to poor only not be addressed against it. in a leadership to UX design the definition phase of organizational incentives. • UX not considered user feedback. role. • efforts to frame solution management. Actively developing proactively at requirements • space orleaders are Thought opportunity applications using a definition. strategically aligned to use process, tools and platform UX capabilities to drive with integrated UX disruptive innovation. capabilities.

Slide 133: So, what do organizations focus on for success?

Slide 134: 4 Concepts

Slide 135: 1

Slide 136: Function

Slide 138: It Works Great!

Slide 139: 2

Slide 140: Aesthetic

Slide 142: It Looks Great!

Slide 143: 3

Slide 144: Interaction

Slide 146: It Relates to You!

Slide 147: 4

Slide 148: Process

Slide 157: Generates Memories

Slide 158: Emotional Connection

Slide 159: What will experiences of the future look like?

Slide 160: Design Thinking Goals

Slide 161: Design Goals Make getting what you need

Slide 162: Design Goals Make getting what you need efficient & easy

Slide 163: Design Goals Makegetting whatresultsneed getting theeasy you Make efficient & you want more…

Slide 164: Design Goals visual getting & direct you theeasy Makegetting whatresultsneed Make efficient & you want more…

Slide 165: Design Goals Makegetting whattheir experience… getting abouteasy need Make efficient & you the results you Make peoplevisual & direct feel great want more…

Slide 166: Design Goals Makegetting whattheirexperience gettingemotional experience… theeasy need Make peoplevisual about you Make efficient& direct creating a feel great & positive want more… results you

Slide 167: If you take away 4 things: Design thinking is critical for our software, our profession, our stakeholder and users and the future of the software industry. Delivering a great User Experience requires significant commitment on our part to apply design thinking principles. Microsoft is committed to being a great partner and supporting the design community by creating the platforms, tools, and interoperability needed to make a great User Experiences. You are leaders in the community. Internalize the message, make it your mission too.

Slide 168: Where to learn more

Slide 169: Where to learn more www.microsoft.com/expression www.microsoft.com/design

Slide 170: New platforms to advance design

Slide 171: Thank You! Chris Bernard chris.bernard@microsoft.com 312.925.4095 www.designthinkingdigest.com Find me on Twitter, Facebook and Linkedin