SDNC13 -Day1- Design In Real Time by Lydia Howland
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SDNC13 -Day1- Design In Real Time by Lydia Howland

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Design In Real Time by Lydia Howland – IDEO ...

Design In Real Time by Lydia Howland – IDEO

In a world of Kickstarter, pop-up shops, and startups that live in beta, how might service designers develop our own live prototypes? By taking service design out of the studio and into street, we’re discovering tools that make us both more more agile and more rigorous. Today, we’ll share some of IDEO’s lessons – about experimentation, creative confidence, and launching to learn.

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SDNC13 -Day1- Design In Real Time by Lydia Howland SDNC13 -Day1- Design In Real Time by Lydia Howland Presentation Transcript

  • Mittwoch, 4. Dezember 2013
  • SERVICE DESIGN IN REAL TIME @Lydiahowland Design & Portfolio Director – IDEO London www.ideo.com Mittwoch, 4. Dezember 2013
  • IDEO helps businesses innovate using design thinking From products (the first Apple mouse)... ... to services (Prada store in New York)... ... to experiences (DED in Dubai). www.ideo.com Mittwoch, 4. Dezember 2013
  • We’re 700 people in 12 locations Mittwoch, 4. Dezember 2013
  • We work across multiple industries Mittwoch, 4. Dezember 2013
  • There are 2 central tenets to IDEO’s approach to design thinking: Mittwoch, 4. Dezember 2013
  • 1. We design with a holistic approach, always beginning with what people want or need We always start here... DESIRABILITY X VIABILITY ... even if our clients tend to start here... Mittwoch, 4. Dezember 2013 FEASIBILITY or indeed here.
  • 2. We build to think - prototyping helps us to learn (or fail) fast in order to succeed sooner Above: Prototyping a new security process for the TSA in American airports. Left: Prototyping a new Gift Aid sign-up process in Oxfam stores. Mittwoch, 4. Dezember 2013
  • Today’s presentation - Real Time Service Design: Mittwoch, 4. Dezember 2013
  • Within the service design community, life looks a bit like this… Image: © Anthony Ryan Mittwoch, 4. Dezember 2013 Typical activities on a service design project
  • …but within the world of business, and especially start-ups, life looks a bit more like this. Image: © Department for Communities and Local Government Mittwoch, 4. Dezember 2013 Image: © Machine Project
  • So what happens when you bring these two approaches together? Service design research + a start-up mentality = ? Mittwoch, 4. Dezember 2013
  • Service design research + a start-up mentality = REAL-TIME SERVICE DESIGN “Because there’s no virtual substitute for an actual experience” - My dad, about 15 years ago Mittwoch, 4. Dezember 2013
  • WHAT IS REAL-TIME SERVICE DESIGN? It’s about: ‣ Understanding actual reactions, responses and behaviors in real-life contexts ‣ Releasing our ideas into the world in limited ways and observing and measuring how users respond to them ‣ Pulling apart the difference between what people say, think and feel, and what they actually do Mittwoch, 4. Dezember 2013
  • AND WHY IS IT IMPORTANT? It matters because: ‣ When we come up with a concept for a new service, it’s based on a lot of assumptions ‣ If we can surface these assumptions, test them in a real-world context and design around what we learn we can reduce the risk in the innovation process ‣ We can move away from a position of “we believe” to a position of “we know” Mittwoch, 4. Dezember 2013
  • SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN? Mittwoch, 4. Dezember 2013
  • 1 DON’T BE SCARED TO GET STARTED You can always fake it until you make it Mittwoch, 4. Dezember 2013
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  • 2 ANSWER YOUR KEY QUESTIONS - ONE AT A TIME It’s the best way to ensure that the baby isn’t thrown out with the bathwater Mittwoch, 4. Dezember 2013
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  • 3 EXPAND YOUR TOOLKIT BORROW OTHER PEOPLE’S TOOLS Piggyback on all the social platforms that are out there to get almost instant feedback on your ideas Mittwoch, 4. Dezember 2013
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  • Above: The Rushcliff Brand focussed on wall offerings by room in the home (e.g. children’s playroom) Right: The Thirsk brand focussed on specific problems with walls in the home. Mittwoch, 4. Dezember 2013
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  • 4 EMBRACE SERENDIPITY Just because you didn’t set out to learn something doesn’t mean it isn’t worth learning. Mittwoch, 4. Dezember 2013
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  • SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN? 1. Don’t be scared to get started 2. Answer your key questions one at a time 3. Expand your toolkit borrow other people’s tools 4. Embrace serendipity Mittwoch, 4. Dezember 2013
  • THANK YOU. @Lydiahowland Design & Portfolio Director – IDEO London www.ideo.com Mittwoch, 4. Dezember 2013