APS 1015H Class 3 - Design Thinking Part 1


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This lecture focuses on providing an overview of the design thinking process. Students will apply this concept to building a business model around their entrepreneurial idea.


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APS 1015H Class 3 - Design Thinking Part 1

  1. 1. APS 1015H: Social Entrepreneurship Class 3: Design Thinking (Part 1) Wednesday, September 28, 2011Instructors:Norm Tasevski (norm@socialentrepreneurship.ca)Karim Harji (karim@socialentrepreneurship.ca) 1
  2. 2. © Norm Tasevski & Karim HarjiAgenda•  Admin stuff•  Design Thinking – the basics•  Group Exercises – Applying Design Thinking to your social venture•  Class discussion•  Prepping for next week 2
  3. 3. © Norm Tasevski & Karim HarjiAdmin Stuff•  Idea Jam at Thing Tank Lab next week –  Starts at 6:30 SHARP –  Location: 376 Bathurst Street (just north of Dundas)•  Format –  Thing Tank Intros (5 minute) –  Groups give 5 minute presentations on their idea to the crowd –  Attendees (approx. 20) then rotate between each group (3 rotations of 15 minutes each) –  Groups then report back on the 3 “big ideas” discussed at each table•  What you need to prep: –  A 5 minute synopsis (to be given verbally) – handouts/ presentations are optional –  An “ask” around 2 areas of help (e.g. do you need help ideating on the tech? On the business model? On designing a prototype?) http://www.criticalmaking.com/ddimit/ 3
  4. 4. © Norm Tasevski & Karim HarjiDesign Thinking- The Basics 4
  5. 5. © Norm Tasevski & Karim HarjiDesign Thinking is a Mindset 5
  6. 6. © Norm Tasevski & Karim HarjiWhat is “Design”? “A process by which an artifact is brought into existence” Amir Khella “A science studied on its own terms, with its own rigorous culture” Nigel Cross 6
  7. 7. © Norm Tasevski & Karim Harji What is “Design Thinking”? “DesignThinking begins by understanding the needs and motivations of people…you talk to these people, listen to them, you consider how best to help Human Centered them do good work. Design Thinking begins from this place of deep empathy…” “Design Thinking requires a conversation… addressing complex challenges benefits significantlyCollaborative from the views of multiple perspectives, and others’ creativity bolstering your own” Thinking gives you permission to fail… “Design Experimentalbecause you come up with new ideas, get feedback on them, then iterate” “DesignThinking is the fundamental belief that we allOptimistic can create change – no matter how big a problem, how little time or how small a budget” 7Source: IDEO (www.ideo.com)
  8. 8. © Norm Tasevski & Karim Harji “Business” Thinking vs. “Design” Thinking “Business” Thinking… “Design” Thinking…Problem Solving Definitive – relies on “proof” Iterative – relies on “trial and error”ApproachValidation What customers say – in focus What customers do – via directthrough… groups, in surveys, etc. observation, usability testing, etc. Market analysis, aggregate Direct observation and abductiveInformed by… consumer data (“what is”) reasoning (“what might be”) Understanding of results of customer Understanding of consumerFocused on… activities activities Spreadsheets, PowerPoint Prototypes, films, scenariosTools UsedDescribed Words Pictures, prototypesThrough… “Vertical” skills/knowledge (i.e. Vertical and “horizontal” skills/Team Members deep but singular) knowledge (i.e. shallow but varied) 8Source: Luke Wroblewski (http://www.lukew.com/ff/entry.asp?205)
  9. 9. © Norm Tasevski & Karim Harji The Design Thinking Process Today In Week 9 9Source: IDEO (www.ideo.com)
  10. 10. © Norm Tasevski & Karim Harji Abstraction is Key 10Source: IDEO (www.ideo.com)
  11. 11. Ready? 11
  12. 12. Discovery 12
  13. 13. © Norm Tasevski & Karim Harji “Discovery” – Define the Challenge Step 1: –  Develop a common understanding of what you are working toward –  Create a one-sentence “design challenge” –  A good challenge is: •  Phrased with a sense of possibility •  Broad enough to discover areas of unexpected value •  Narrow enough to make the topic manageable •  Starts with “How might we…” or “What if…” 13Source: IDEO (www.ideo.com)
  14. 14. © Norm Tasevski & Karim Harji “Discovery” – Define the Challenge Questions: –  Why would people need, want or engage with your topic? –  What are the constraints (e.g. time, integration with other initiatives/structures)? 14Source: IDEO (www.ideo.com)
  15. 15. © Norm Tasevski & Karim Harji “Discovery” – Define the Audience Step 2: –  Develop a list of people/groups that will be involved and/or reached by your design challenge –  Identify those that are either directly or peripherally involved 15Source: IDEO (www.ideo.com)
  16. 16. © Norm Tasevski & Karim Harji “Discovery” – Define the Audience Questions: –  Who are the “fans”? –  Who are the “skeptics”? –  Who do you need the most? 16Source: IDEO (www.ideo.com)
  17. 17. © Norm Tasevski & Karim Harji “Discovery” – Prep for Research Step 3: –  Identify sources of inspiration to fuel your idea –  Create a mind map of the people involved in your topic 17Source: IDEO (www.ideo.com)
  18. 18. © Norm Tasevski & Karim Harji “Discovery” – Prep for Research Questions: –  What are the characteristics that would make these people interesting to meet? –  Who are at the “extreme” (i.e. completely familiar with the topic, and utterly unfamiliar with the topic)? –  What type of engagement with these people/groups would inspire you? (e.g. the learning aspect? Immersing yourself in context? Etc.) 18Source: IDEO (www.ideo.com)
  19. 19. © Norm Tasevski & Karim Harji “Discovery” – Prep for Research Step 4: –  Invite your list of people to an inspiration-generating event –  (Next week’s Thing Tank idea jam!) 19Source: IDEO (www.ideo.com)
  20. 20. © Norm Tasevski & Karim Harji “Discovery” – Prep for Research Step 5: –  Prepare a Question Guide to use to interview people •  Tips: –  Make the questions “open ended” •  “Tell me about an experience…” •  “What are the best/worst parts about…” •  “Can you help me understand…” –  Avoid “yes/no” questions – encourage people to give you the whole story 20Source: IDEO (www.ideo.com)
  21. 21. © Norm Tasevski & Karim Harji “Discovery” – Prep for Research Questions: –  What themes will you cover in your conversations? 21Source: IDEO (www.ideo.com)
  22. 22. © Norm Tasevski & Karim Harji “Discovery” – Gather Inspiration Step 6: –  Immerse yourself in context –  This is the observation phase of the process (i.e. Idea Jams, brainstorming, interviewing) –  This process is experiential: •  Figure out what to observe •  Choose a place to observe •  Observe! 22Source: IDEO (www.ideo.com)
  23. 23. © Norm Tasevski & Karim Harji “Discovery” – Gather Inspiration Questions: –  What emotions do you witness/experience? –  What person-to-person interactions do you observe? –  How are people interacting with the space around them? 23Source: IDEO (www.ideo.com)
  24. 24. Break 24
  25. 25. Interpretation 25
  26. 26. © Norm Tasevski & Karim Harji “Interpretation” – Search for Meaning Step 1: –  Find themes –  You are searching for the “ah ha” moment –  Tips: •  Cluster related info together •  Find “headlines” (e.g. “lack of space” •  Turn headlines into statements (e.g. “there is a lack of space for students to do their work” 26Source: IDEO (www.ideo.com)
  27. 27. © Norm Tasevski & Karim Harji “Interpretation” – Search for Meaning Step 2: –  Link themes –  You are trying to take a closer look at what your themes are telling you –  Tips: •  Look for overlaps in themes •  Explain your themes to an outsider 27Source: IDEO (www.ideo.com)
  28. 28. © Norm Tasevski & Karim Harji “Interpretation” – Search for Meaning Step 3: –  Define insights –  ID/gather: •  What surprised you •  Connections back to your design challenge •  Outside perspectives 28Source: IDEO (www.ideo.com)
  29. 29. © Norm Tasevski & Karim Harji “Interpretation” – Search for Meaning Step 4: Action –  Craft Statements –  Tips: •  Create “how might we…” statements •  Create questions around which to brainstorm 29Source: IDEO (www.ideo.com)
  30. 30. Ideation 30
  31. 31. © Norm Tasevski & Karim Harji “Ideation” – Search for Meaning Step 1: –  Brainstorm –  Tips: •  Have someone facilitate •  ID the most promising ideas 31Source: IDEO (www.ideo.com)
  32. 32. © Norm Tasevski & Karim Harji “Ideation” – Search for Meaning Step 2: –  Build –  This is the prototyping phase –  Tips: •  Do a “reality check” •  Describe your idea to someone 32Source: IDEO (www.ideo.com)
  33. 33. That wasn’t so bad,right? 33
  34. 34. © Norm Tasevski & Karim HarjiWhat did we learn? 34