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Design thinking christen christensen
- 1. 1
- 2. 2 Table of Content • Why Design thinking ? • Stanford model • IBM design thinking - Keys • Overview of IBM design thinking • IBM design thinking - Principles • IBM design thinking - The loop • IBM design thinking - Keys • IBM design thinking - A project view • IBM design thinking - Tools • IBM Design Thinking - in action • Summary
- 5. 5 Design thinking - Motivation
- 6. Design thinking - Motivation 6
- 7. Design thinking - Motivation 7
- 8. 8 Design thinking - Motivation
- 9. Design thinking - Motivation 9
- 10. Design thinking - Stanford model 10
- 12. Keys 12
- 13. Keys - Hills 13
- 14. Keys - Hills 14
- 15. Keys - Sponsor users 15
- 17. Overview of IBM design thinking 17
- 18. Principles 18
- 19. Principles – Focus on user outcomes 19
- 20. Principles – Multidisciplinary teams 20
- 21. Principles – Multidisciplinary teams 21
- 23. The loop 23
- 24. 24 The Loop
- 25. 25 The Loop - Observe
- 26. 26 The Loop - Observe
- 27. 27 The Loop - Observe
- 28. 28 The Loop - Observe
- 29. 29 The Loop - Observe
- 30. 30 The Loop - Reflect
- 31. 31 The Loop - Reflect
- 32. 32 The Loop - Reflect
- 33. 33 The Loop - Reflect
- 34. 34 The Loop - Reflect
- 35. 35 The Loop - Make
- 36. 36 The Loop - Make
- 37. 37 The Loop - Make
- 38. 38 The Loop - Make
- 39. 39 The Loop - Make
- 40. 40 The Loop - Make
- 41. 41 Keys
- 42. Keys - Hills 42
- 43. Keys - Hills 43
- 44. Keys - Hills 44
- 45. Keys - Hills 45
- 48. Keys - Multiple playbacks 50
- 49. Keys - Sponsor users 51
- 50. Keys - Sponsor users 52
- 51. Keys - Sponsor users 53
- 52. Design thinking - A project view 54
- 53. Design thinking - Tools 55
- 54. Design thinking – tools 56
- 56. Tools – Empathy map 58
- 57. Tools – Empathy map 59
- 58. Tools – Empathy map 60
- 59. Tools – Need statements 61
- 60. Tools – Need statements 62
- 73. IBM Design Thinking in action 75
- 78. Example – Need statements 80
- 79. Example - Scenario map 81
- 80. Example - Scenario map 82
- 84. Example - Playback preparation 86
- 85. Example - Playback preparation 87
- 86. 88 Example - Playback preparation
- 87. 89 Example - Playback preparation
- 89. Summary 91
Editor's Notes
- Ibm has 400.000 employees and has a very big consulting division. IBM deliver technolegy consulting around the world. They have been in a transformation going from low growth areas and low profit margin areas to new high profit areas like UX consulting. They have been growing their department ”Interactive Experience”. Developing new methodologies and promoting their IBM design thinking.
- To warm up for design thinking , we will start with a little exercise that will, get us started thinking about design thinking and understanding the benefit of it.
- Try again , will you design the same or something different if you design it now, that the problem have been restated ? Think about the user that will enjoy the flowers? Think about the context the user is in, their home. What did you design now? What was different?
- Don’t just design for function
- Design for a user with emotions and feelings.
- Let your product speak to their emotions as well.
- I have collected a couple of quotes that can motive us to use design thinking , to understand what the essence of design thinking is and why it is important. So this quote emphacises that we need to spend some time identifyng the problem that we are designing for. How do we do this ? We use design thinking.
- This quote outlines what it is we are going to talk about today and what we just experienced in our example with designing our own vase. We need to understand design thinking in order to understand how to design in the most optimal way.
- Lets look at how the classic innovation model developed by standford university looks before we look at ibm design thinking. Because IBM build upon this mode. Widen focus while identifiing the potential users and problems that we see. Then focus on a specific part of this problem space. After that we can start ideation. Here its again important to widen our horizon consider different solution, think out of the box. When we have an overview of the potential solutions, we can focus again on a single solution. Which we then prototype and test. All of this is classical knowledge and is included in all design thinking in some form also in IBM.
- Here we see IBMs design thinking model, its has the same elements and then some additional ones. The purple is the same, and the gray is the additional elements. Understand = Empathy and define Explore = Ideate Prototype = protoype Evaluate = test Thew new elements are Hills Sponsored users Playbacks The elements are very much about aligning the projects and communicating across the project and also keeping a focus on the end user. In both models, iteration is an important part. We basically need to to go back and forth between elements until we have a proper solution. Lets say that then evaluating an idea, we find out it doesn’t work, then we need to go back to the explore face and come up with a new solution.
- Can be used in all phases. While understanding you identify the hills When you continue the work in the rest of the process you focus on the hills, both in planning the whole project phases But also on a daily basic to ensure you focus on the big picture while delivering the induvidual featueres.
- Sponsor users a people that help on the projet on part time. They are not just test subjects, they are active in all phases in some kind of co creating way. They can help with evaluating and creating the different elements because they understand the problem. You properly need a sponsored user for each hill, because they have a different background to understand that problem.
- Playbacks is a tool for communicating, it can take different forms, but basically it can be like a little play. You will reinact how the user interacts with our product. Showing both how the product works, how the users feels, what is the context of the usage etc.
- Here we have the main elements of the IBM design thinking framework. We hae some Principles A loop And The keys We will go through all of these elements in details. We have already looked a bit on the keys, but we will go a bit more into details with this.
- These are the underlying themes for ensuring that design thinking works. This is basically the fundaments of all innovation. You iterate you gradually improve, this of course works great together with agile. you work in teams with people that have different background. So include business, developers, ux, architects , users. You keep a strong focus on the user. On the folowing slides we will see more deatilas.
- This loop is a symbol of iteration , but it is also a reminder of some important principles. That in everything you do you need to observe issues, reflect on solutions, then create improvement and test it. This can be used on a small scale for a single task, or on a project level.
- Remember that this loop and way of though doesn’t only apply to our UX user focus, but also on a broader level, thinking about how a project works or how you collaborate on a project. On the coming slides we will see in more details, some suggestiton for how to use the loop.
- Remember that this is not just a tool, its a way of thinking about the users needs, to think hard and create real WOW factor.
- On the following slides we will see some tools we can use in connection with design thinking.
- Here is a long list of tools, you can come back to this list and look for tools you can use in your work. In this presentation I will cover some of these tools.