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Design Thinking Meetup: Sparkle-ize It (or, what to do when you get a napkin)

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Every designer has had the experience at one point or another of having someone (usually a Product Manager, sometimes an Engineer) draw a screen for them, and ask them to take it and make it look good. Tools like Balsamiq and Axure are only making this more common. Writers, Product Managers and Engineers -- pretty much everyone with a boss or a coworker has experienced someone coming to them and assuming they were the end of the important process and just needed a little polish.

This happens for one (or many) of several reasons:
- They don't have time to think about or discuss alternatives
- They think it's the best solution
- They don't know how to connect the picture that's in their head with the goals they have in mind (or if they connect).
- They think you have little to offer besides making tarting up their idea ("Make it sparkly")

Too often, Designers assume point #4, get insulted, but sparkle-ize it anyway. It's demoralizing and often results in sub-par products (they are at least not as good as they could be). This happens in other contexts too: Researchers tell Product Managers how they should change their products. Designers tell Engineers how they should implement what's designed. Most of us are guilty of assuming #4 at some point, whatever our roll is.


This talk is about how to "reverse out" design thinking. How to look at a napkin drawing and work with the person who drew it to understand what their goals were when they made it, and to propose alternative solutions.

Conversely, if you think in solutions and can't help handing scribbles on napkins to your colleagues, it's about how to back out your own thought process and get more and better contributions from your colleagues.

Either way, it's about better solutions.

(Related blog post at http://www.designmap.com/practice/sparkle-ize-it/)

Published in: Design, Business
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Design Thinking Meetup: Sparkle-ize It (or, what to do when you get a napkin)

  1. 1. Design Thinking Meetup Sparkle-ize It! @DesignMap #DesignThinkingSF
  2. 2. What I’m doing 1. What is “getting a napkin”? 2. How does it relate to design thinking? 3. How does it relate to roles besides design? 4. What is “sparkle-izing”? 5. Example of getting a napkin 6. So what do we do? 7. Consider your options 8. Once you know, 7 tactics for ideating. 9. NB 10. What if you draw on napkins? 11. Conclusion, questions, war stories…. Sparkle-ize It! @DesignMap #DesignThinkingSF
  3. 3. Sparkle-ize It! @DesignMap #DesignThinkingSF
  4. 4. Sparkle-ize It! @DesignMap #DesignThinkingSF
  5. 5. Sparkle-ize It! @DesignMap #DesignThinkingSF
  6. 6. “Design Thinking” Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  7. 7. = Design Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  8. 8. = Design Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  9. 9. = Design = Communications Sparkle-ize It! @DesignMap #DesignThinkingSF
  10. 10. = Design = Communications = Product Management Sparkle-ize It! @DesignMap #DesignThinkingSF
  11. 11. = Design = Communications = Product Management = Development Sparkle-ize It! @DesignMap #DesignThinkingSF
  12. 12. = Design = Communications = Product Management = Development = Aestheticians Sparkle-ize It! @DesignMap #DesignThinkingSF
  13. 13. = Design = Communications = Product Management = Development = Aestheticians Sparkle-ize It! @DesignMap #DesignThinkingSF
  14. 14. “Jazz it up a bit.”
  15. 15. “Make it look good.”
  16. 16. “Add some lipstick.”
  17. 17. “Just be creative with it.”
  18. 18. “Make it sexy.”
  19. 19. “We need more eye candy.”
  20. 20. “Fill in the details.”
  21. 21. “Do your...”
  22. 22. * * * * * * * * * * * * * *
  23. 23. Example Sparkle-ize It! @DesignMap #DesignThinkingSF
  24. 24. Sparkle-ize It! @DesignMap #DesignThinkingSF
  25. 25. Sparkle-ize It! @DesignMap #DesignThinkingSF
  26. 26. “We hope by answering these questions we can get to the heart of the requirements that you expressed in your document.” Sparkle-ize It! @DesignMap #DesignThinkingSF
  27. 27. Sparkle-ize It! @DesignMap #DesignThinkingSF
  28. 28. Sparkle-ize It! @DesignMap #DesignThinkingSF
  29. 29. Sparkle-ize It! @DesignMap #DesignThinkingSF
  30. 30. So, what to do? Sparkle-ize It! @DesignMap #DesignThinkingSF
  31. 31. Consider 4th Order Design Empathize immediate challenge (product) Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  32. 32. Consider 4th Order Design Empathize Ideate system / relationship Define Prototype Test Empathize immediate challenge (product) Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  33. 33. Consider 4th Order Design © Photo by Johnny Holland, sketchnote by Jake Causby Sparkle-ize It! @DesignMap #DesignThinkingSF
  34. 34. Consider 4th Order Design Empathize Ideate system / relationship Define Prototype Test Empathize immediate challenge (product) Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  35. 35. Consider 4th Order Design Empathize Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  36. 36. Empathize • it’s not optional Sparkle-ize It! @DesignMap #DesignThinkingSF
  37. 37. Empathize • it’s not optional • out of time Sparkle-ize It! @DesignMap #DesignThinkingSF
  38. 38. Empathize • it’s not optional • out of time • this is best Sparkle-ize It! @DesignMap #DesignThinkingSF
  39. 39. Empathize • • • • it’s not optional out of time this is best this is all your job entails Sparkle-ize It! @DesignMap #DesignThinkingSF
  40. 40. Empathize • • • • • it’s not optional out of time this is best this is all your job entails it’s hard! Sparkle-ize It! @DesignMap #DesignThinkingSF
  41. 41. Reasons of Opportunity • • • • • it’s not optional out of time this is best this is all your job entails it’s hard! Sparkle-ize It! @DesignMap #DesignThinkingSF
  42. 42. Consider 4th Order Design Empathize Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  43. 43. Consider 4th Order Design Empathize Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  44. 44. Consider 4th Order Design ezihtapmE etaedI epytotorP enifeD tseT Empathize Ideate Define Prototype Test Sparkle-ize It! @DesignMap #DesignThinkingSF
  45. 45. Consider 4th Order Design ezihtapmE etaedI epytotorP enifeD tseT = Design = Communications = Product Management = Development = Aestheticians Sparkle-ize It! @DesignMap #DesignThinkingSF
  46. 46. 7 Techniques Sparkle-ize It! @DesignMap #DesignThinkingSF
  47. 47. Technique 1: 3 Things • ask: • most important thing this does • things you wish this did better • words you’d use to describe this • make three new versions Sparkle-ize It! @DesignMap #DesignThinkingSF
  48. 48. Technique 2: Concept Map Sparkle-ize It! @DesignMap #DesignThinkingSF
  49. 49. Technique 2: Concept Map Sparkle-ize It! @DesignMap #DesignThinkingSF
  50. 50. Technique 3: Competitive Analysis Sparkle-ize It! @DesignMap #DesignThinkingSF
  51. 51. Technique 4: Re-Trace Their Steps Sparkle-ize It! @DesignMap #DesignThinkingSF
  52. 52. why how Technique 5: Why-How Ladder ? ? ? Sparkle-ize It! @DesignMap #DesignThinkingSF
  53. 53. Technique 5: Why-How Ladder Sparkle-ize It! @DesignMap #DesignThinkingSF
  54. 54. Technique 5: Why-How Ladder Sparkle-ize It! @DesignMap #DesignThinkingSF
  55. 55. Technique 5: Why-How Ladder Sparkle-ize It! @DesignMap #DesignThinkingSF
  56. 56. Technique 5: Why-How Ladder Sparkle-ize It! @DesignMap #DesignThinkingSF
  57. 57. Technique 5: Why-How Ladder Sparkle-ize It! @DesignMap #DesignThinkingSF
  58. 58. Technique 5: Why-How Ladder Sparkle-ize It! @DesignMap #DesignThinkingSF
  59. 59. Technique 6: Heuristic Ideation • variation using 4C’s: • components • characteristics • challenges • characters Sparkle-ize It! @DesignMap #DesignThinkingSF
  60. 60. Technique 6: Heuristic Ideation Brad drive to dealer dealergenerated content? Mike Molly Kristen show reviews / ratings of dealers, any dealer perks (gas cards, coffee, etc.) show reviews / ratings of dealers schedule test drive price focus let select comparison criteria let select comparison criteria let select details of interest, make content easy to find and parse let select details of interest compare cars (more page views) collaborative comparison selection read more details magazine-style larger type! format, integrated content Sparkle-ize It! @DesignMap #DesignThinkingSF
  61. 61. Technique 7: Business Model Canvas Sparkle-ize It! @DesignMap #DesignThinkingSF
  62. 62. Sparkle-ize It! @DesignMap #DesignThinkingSF
  63. 63. NB Sparkle-ize It! @DesignMap #DesignThinkingSF
  64. 64. Nota Bene • Not me vs. you • No thick skins Sparkle-ize It! @DesignMap #DesignThinkingSF
  65. 65. Nota Bene • Give good feedback: • Try, “I like…” / “I wish…” / “What if…” (IL/IW/WI) • State the specific observation and explain the impact. • Be direct, respectful, and sincere (don’t say, “You need to…”.) • If you have something nice to say, please say it. • Pause and wait for reactions. Sparkle-ize It! @DesignMap #DesignThinkingSF
  66. 66. What if you draw napkins? • consider: • be introspective Sparkle-ize It! @DesignMap #DesignThinkingSF
  67. 67. http://www.dubberly.com/articles/stevejobs.html Sparkle-ize It! @DesignMap #DesignThinkingSF
  68. 68. What if you draw napkins? • consider: • be introspective • be inquisitive Sparkle-ize It! @DesignMap #DesignThinkingSF
  69. 69. What if you draw napkins? • consider: • be introspective • be inquisitive • don’t take it personally Sparkle-ize It! @DesignMap #DesignThinkingSF
  70. 70. What if you draw napkins? • consider: • be introspective • be inquisitive • don’t take it personally • when is it ok? Sparkle-ize It! @DesignMap #DesignThinkingSF
  71. 71. The Long Game Sparkle-ize It! @DesignMap #DesignThinkingSF
  72. 72. Giants • Richard Buchanan • Toby Golsby-Smith • Gamestorming, by Dave Gray, Sunni Brown, James Macanufo • Design Thinking, edited by Thomas Lockwood • Hugh Dubberly, Dubberly Design Office • dschool.stanford.edu • Edward Tauber, Heuristic Ideation Technique • Alexander Osterwalder, Business Model Canvas Sparkle-ize It! @DesignMap #DesignThinkingSF
  73. 73. Future Giants • • • • Emily Brower Auchard Ryan Reposar, Dubberly Design Office Chris Hoover, Openet DesignMap: Nathan Kendrick, Greg Baker, Chuck Moore, Jason Fraser, Ryan Cornwell, Kana Knaak, Mike Aurelio, Priyanka Patel, Tin Phatanapirom, Rona Asuncion, Ben Tremper, Rachel Hallock, Rob Gardziel, Nick Smith, Eddie Sheih, Matt Leigh, James Rafferty, Tiffany Chen, Josh Rautenberg, Patrick Leahy Sparkle-ize It! @DesignMap #DesignThinkingSF
  74. 74. Good Luck! Audrey Crane audrey@designmap.com @audcrane @designmap #DesignThinkingSF Sparkle-ize It! @DesignMap #DesignThinkingSF

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