DESIGN THINKING

CONTENTS
It’s getting so complicated!
A hierarchy of design complexity
Digital technology everywhere
Working together
People and prototypes

IT’S GETTING SO COMPLICATED!
For example, try designing a phone service.

Phone services used to be simple

Not any longer

The i-mode service

Shibuya, Tokyo

Takeshi Natsuno

Developing the i-mode service

The little bear

You can even buy a drink using your i-mode service

Differences between Japan and the USA

A HIERARCHY OF DESIGN COMPLEXITY

To design a physical object like these sun glasses for Nike,

We have to know how big we are (anthropometrics)

To design a comfortable chair like this for Steelcase,

We have to know how the spine moves (physiology)

To design the user interface for this underwater camera,

Controlled remotely from the surface,

You need to control both camera and submarine

And to know how people think (cognitive psychology)

To design services we must consider the whole experience!

To sum up
A HIERARCHY OF COMPLEXITY
To design for connectivity • USER EXPERIENCES
To design user interfaces ^ COGNITIVE PSYCHOLOGY
To design physical behaviors ^ PHYSIOLOGY
To design physical objects ^ ANTHROPOMETRICS

But how about the planet?

Design for sustainability must be at the top of the hierarchy

A sustainability handbook from IDEO

“Where does it come from and where does it go?”

A Scandinavian Milk Carton

Air handle

Not much material

Bio-degrades to water, chalk and carbon dioxide

Ecolean material - chalk and plastic binding agents

Shopping bag concept project - compost-able material

Shopping bag concept project - re-useable material

Shopping bag concept project - recycled material

Shopping bag concept project - telling the story

DIGITAL TECHNOLOGY EVERYWHERE
“Everything that can be digital will be.” Razorfish

Designing Interactions - interviews with 40 experts

A book and a DVD

www.designinginteractions.com - homepage
www.designinginteractions.com

www.designinginteractions.com - interviews

Chapter 4 - the way in which we adopt new technologies

New technologies are usually adopted in three phases

Paul Mercer designed the original chip set for iPod

Paul Mercer talks about designing a great user experience

iTunes came first . .

then the iTunes Music Store, but only afterwards the iPod

WORKING TOGETHER
Interdisciplinary teams

DESIGN THINKING
Design research ~ HOW TO KNOW
Interdisciplinary design thinking ~ WHAT TO DO?
Specialist design skills ~ HOW TO DO IT?
General design awareness ~ HOW TO CHOOSE?

POST-DISCIPLINARY DESIGN
“Check your disciplines at the door of the project room!”

Team brainstorm

Hasso Plattner Institute of Design ~ d.school
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PEOPLE AND PROTOTYPES
A common denominator for success

The people you design for may be older or younger than you

From a different background or performing specialist tasks

51 ways of understanding people’s latent needs and desires

Complimentary to research techniques for marketing

Looking for inspiration rather than quantitative information

PROTOTYPES

For objects you prototype in a shop, for electronics in a lab

For screen design, you prototype in Macromedia or Flash

For user experiences, prototype with video and simulations

Ultra Mobile PC concepts for Intel

For speed, prototype with paper and sketch scenarios

The user experience design process - pinball or wheel?

Harness tacit knowledge as well as logical thinking
The mind is like an
iceberg, just a little
above the surface of
consciousness, but
lots more available
to intuitive design
thinking, buried in
the subconscious!

THANK YOU!