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SAP Design Thinking ...

SAP Design Thinking
Phil Loewen

More in: Business
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  • 1. WELCOMEto @SAPInsideTrack 2012in Eindhoven, NLInfusing Design Thinking ©SAP AG 2012 | 1
  • 2. WHAT WE EXPECT Be open. Do it. Try it out. ©SAP AG 2012 | 2
  • 3. WHY WE DO THIS To meet the user’s needs. ©SAP AG 2012 | 3
  • 4. DESIGN THINKINGThings to Remember USE THE WHOLE SPACE. Do not limit  TIME-BOXING – yes, you will not have yourself to the white board. enough time Active participation by everyone  Please – minimal use of cell phones, computers, iPads Be VISUAL ©SAP AG 2012 | 4
  • 5. DESIGN THINKING Create Innovation by combining theright PEOPLE, the needed SPACE and a supporting PROCESS. ©SAP AG 2012 | 5
  • 6. THERE IS NO MAGIC. ©SAP AG 2012 | 6
  • 7. AND IT’S NOT ABOUT LUCK. ©SAP AG 2012 | 7
  • 8. THE RIGHT PEOPLE. ©SAP AG 2012 | 8
  • 9. NO LONESOME RESEARCH. ©SAP AG 2012 | 9
  • 10. INTERDISCIPLINARY TEAMS of T-shaped people. ©SAP AG 2012 | 10
  • 11. DIFFERENT MINDSETS & EXPERIENCES. ©SAP AG 2012 | 11
  • 12. THE NEEDED SPACE. ©SAP AG 2012 | 12
  • 13. FLEXIBLE ENVIRONMENT ©SAP AG 2012 | 13
  • 14. THE TEAM SPACE IS YOURS ©SAP AG 2012 | 14
  • 15. THE SUPPORTING PROCESS. ©SAP AG 2012 | 15
  • 16. THE DESIGN THINKING APPROACH 360° SCOPING SYNTHESIS IDEATE PROTOTYPE VALIDATE RESEARCH ©SAP AG 2012 | 16
  • 17. CURIOSITY & WILLINGNESS TO LEARN. ©SAP AG 2012 | 17
  • 18. BE A CHILD. ©SAP AG 2012 | 18
  • 19. FAILURES ARE ALLOWED and a great opportunity to learn. ©SAP AG 2012 | 19
  • 20. SCOPINGWhat are you trying to achieve? focus of the solution  plan the project, based on the phases quick research to validate of the Design Thinking approach shift the project focus if necessary ©SAP AG 2012 | 20
  • 21. 360° RESEARCH go out of the building. ©SAP AG 2012 | 21
  • 22. 360° RESEARCHResearch, discover, explore and capture Find key insights  Understand stakeholders Find the real expert  Gather market information Gain empathy for the users  Research analogous situations  Research adjacent situations  Do field research to understand users ©SAP AG 2010 | 22 2012
  • 23. 360° RESEARCHUnderstand stakeholders Understand their expectations and motivations map out their relationships to each other and to the project goals. ©SAP AG 2012 | 23
  • 24. 360° RESEARCHGather market information Is the market big enough?  Consider analysts and thought What will be your unique selling leaders proposition? Your competitive advantage? ©SAP AG 2010 | 24 2012
  • 25. 360° RESEARCHDo field research to understand users with the people for whom you are Here are some methods and tools to choose: designing  Interviews and in context observations: to get answers to specific questions  Ethnographic studies: great to collect data on peoples’ culture and contexts  Make tools: great for collective creativity ©SAP AG 2010 | 25 2012
  • 26. FIELD RESEARCHHow you ask matters Leading questions are ineffective. Example Questions: Open-ended questions ‘what’, ‘why’,  What do you use to purchase your tickets? ‘how’, ‘when’, ‘where’, ‘who’ provide  How do you know which bus or train to insights. take?  Can you describe step by step how you reach your goal? ©SAP AG 2010 | 26 2012
  • 27. FIELD RESEARCHWhat to do when you are with your endusersBody language, listening, observation Collect artifacts Show visible signs of empathy.  What is the artifact and who uses it? Observe the users:  Who creates it and who receives it? Do they look confused, nervous,  How is it used, reused, misused? delighted?  Why do they use it this way? Let them finish their thought. ©SAP AG 2010 | 27 2012
  • 28. FIELD RESEARCHIf you return early, do not try toconnect the dots and do notjump to conclusions, yet. ©SAP AG 2012 | 28 2010
  • 29. SYNTHESIS Understand & gain insights ©SAP AG 2010 | 29 2012
  • 30. SYNTHESISUnderstand and gain insightsPart one Part twoStorytelling Looking at the needs and motivationsCapturing key points Creating personas/a POVIdentifying user rolesClustering and prioritization ©SAP AG 2010 | 30 2012
  • 31. SYNTHESIS Storytelling Make a list of users you saw  Be visual  Describe what you heard and observed  Put one statement per post-it and Try not to (mis)interpret or judge and articulate the statements clearly so that indicate if you make an assumption they are understandable without other As the audience, try to note down all context. important details on post-its  Use one color per user to have a reference. ©SAP AG 2010 | 31 2012
  • 32. THE ART OF STRUCTURING YOUR INSIGHTS. ©SAP AG 2012 | 32
  • 33. THE ART OF STRUCTURING YOUR INSIGHTS. ©SAP AG 2012 | 33
  • 34. SYNTHESISCreating personas Personas are fictional characters created to Your persona description might include: represent user types.  name and picture They are useful in considering the goals,  demographics like age, education desires, and limitations of the users to help  needs and tasks to guide design decisions.  goals and aspirations Personas put a personal human face on otherwise abstract data about customers ©SAP AG 2012 | 34
  • 35. SYNTHESISComing up with a POV Point of ViewPOV = User + Need + Insight Template: [Attributed user] needs (to) [Position]The Point of View is one sentence that because [Insight]creates an image in your mind. Based on Example:an understanding of a user group and an The Department Supervisor needs time withinsight into a specific need, it narrows the customers, since knowing who they arefocus and makes the problem specific. enables her to optimize her ordering plan. ©SAP AG 2012 | 35
  • 36. IDEATION find ideas & go for quantity. ©SAP AG 2010 | 36 2012
  • 37. IDEATIONIdeation is about brainstorming ideas The goal is to generate as many ideas as possible At this point the team starts to imagine Creating Choices possibilities Do not check for feasibility and viability at the beginning of ideation, this is done later during prioritization ©SAP AG 2012 | 37
  • 38. BRAINSTORMING RULES. ©SAP AG 2012 | 38
  • 39. Validate and validate your ideas. ©SAP AG 2012 | 39
  • 40. VALIDATION & ITERATIONGet feedback from end users Take your idea, re-visit end users  Create a storyline to show how a user and take them through a scenario that employs the solution to reach the goal shows how to reach the goal with the  Capture and later synthesize all feedback new solution.  Ideate how the feedback can be worked Listen carefully to what they say. into the next iteration of your solution ©SAP AG 2010 | 40 2012
  • 41. PROTOTYPE make ideas tangible. ©SAP AG 2012 | 41
  • 42. PROTOTYPINGFail early, fail often A first or preliminary model of something.  The better it looks, the more narrow the Prototypes may show what something looks or feedback. feels like, or how it operates.  Failure is simply part of understanding Prototypes make things tangible. and improving. It is made to test other peoples’ reaction, and to  Different types of prototyping. help you learn and gain insights into what your ideas mean to the people you are designing for. ©SAP AG 2010 | 42 2012
  • 43. PROTOTYPINGStoryboards Visualize your solution  Storyboards help viewers to share the make it tangible by sketching it out holistic experience a user of a product or service might go through. ©SAP AG 2012 | 43
  • 44. PROTOTYPINGLow fidelity Mockups Demonstrate Functionality,  Don‘t try to be too perfect. “Key (Look)&Feel of your Solution functionality and screen flow is key, Compose low fidelity mockups by rather than finalized screenshots.“ using traditional material. ©SAP AG 2010 | 44 2012
  • 45. CONSTRUCTIVE FEEDBACK CULTURE. ©SAP AG 2012 | 45
  • 46. THANK YOU Eindhoven Now you are all”Infused with Design Thinking” ©SAP AG 2012 | 46