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The Sum
Sparkle-ize It!
@DesignMap
#TheSum
What I’m doing
1. What is “getting a napkin”?
2. How it relates to design thinking
3. For non-designers
4. What is “sparkl...
Sparkle-ize It! @DesignMap #TheSum
Sparkle-ize It! @DesignMap #TheSum
@DesignMap #TheSumSparkle-ize It!
Sparkle-ize It! @DesignMap #TheSum
“Design Thinking”
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
= Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
= Design
Sparkle-ize It! @DesignMap #TheSum
The outline of a solution
that kills the chance
for others to make
meaningful contributions.
Sparkle-ize It! @DesignMap #T...
Sparkle-ize It! @DesignMap #TheSum
Design
Sparkle-ize It! @DesignMap #TheSum
Design
Marketing
Sparkle-ize It! @DesignMap #TheSum
Design
Marketing
Product Management
Sparkle-ize It! @DesignMap #TheSum
Sparkle-ize It! @DesignMap #TheSum
Design
Marketing
Product Management
Teaching
Development
Sparkle-ize It! @DesignMap #TheSum
Design
Marketing
Product Management
Teaching
Development
Facials
Sparkle-ize It! @DesignMap #TheSum
Design
Marketing
Product Management
Teaching
Development
Facials
Parenting
Sparkle-ize It! @DesignMap #TheSum
“Jazz it up a bit.”
“Make it look good.”
“Add some lipstick.”
“Just be creative with it.”
“Make it sexy.”
“We need more eye candy.”
“Fill in the details.”
“Do your...”
**
*
*
*
*
*
*
*
*
*
*
**
Sparkle-ize It! @DesignMap #TheSum
Example
Sparkle-ize It! @DesignMap #TheSum
Sparkle-ize It! @DesignMap #TheSum
@DesignMap #TheSumSparkle-ize It!
Sparkle-ize It! @DesignMap #TheSum
So, what to do?
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
1st - 2nd order:
produ...
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
Empathize
Define
Ideate
Prototype
Test
@D...
Consider 4th Order Design
Sparkle-ize It! @DesignMap #TheSum
© Photo by Johnny Holland, sketchnote by Jake Causby
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
1st - 2nd or...
Empathize
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empa...
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
Sparkle-ize It...
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
(Dunning–Kruge...
Sparkle-ize It! @DesignMap #TheSum
The fool doth think he is wise,
but the wise man knows himself
to be a fool.
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
• this is all ...
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
• this is all ...
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
• this is all ...
Reasons of Opportunity
• it’s not optional
• out of time
• this is best
• this is all your job entails
• it’s hard!
Sparkl...
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
1st - 2nd or...
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
1st - 2nd or...
Sparkle-ize It! @DesignMap #TheSum
Sparkle-ize It! @DesignMap #TheSum
7 3 Techniques
Technique 1: 3 Things
Sparkle-ize It! @DesignMap #TheSum
Technique 1: 3 Things
• ask:
• most important thing this does
Sparkle-ize It! @DesignMap #TheSum
Technique 1: 3 Things
• ask:
• most important thing this does
• things you want to be better
Sparkle-ize It! @DesignMap #T...
Technique 1: 3 Things
• ask:
• most important thing this does
• things you want to be better
• words you’d use to describe...
Technique 1: 3 Things
• ask:
• most important thing this does
• things you want to be better
• words you’d use to describe...
@DesignMap #TheSumSparkle-ize It!
Technique 4: Re-Trace Their Steps
Sparkle-ize It! @DesignMap #TheSum
Technique 6: Heuristic Ideation
• variation using 4C’s:
• components
• characteristics
• challenges
• characters
Sparkle-i...
Technique 6: Heuristic Ideation
Brad Mike Molly Kristen
lead user to
dealer
dealer-
generated
content?
show reviews /
rati...
Sparkle-ize It! @DesignMap #TheSum
NB
Nota Bene
• Not me vs. you
• No thick skins
Sparkle-ize It! @DesignMap #TheSum
What if you draw napkins?
• consider:
• be introspective
• be inquisitive
• don’t take it personally
• when is it ok?
Spar...
The Long Game
Sparkle-ize It! @DesignMap #TheSum
Sparkle-ize It! @DesignMap #TheSum
Giants
• Richard Buchanan
• Toby Golsby-Smith
• Gamestorming, by Dave Gray, Sunni Brown,
James Macanufo
• Design Thinking,...
Future Giants
• Emily Brower Auchard
• Ryan Reposar, Dubberly Design Office
• Chris Hoover, Perforce
• DesignMap:
Nathan K...
Good Luck!
Audrey Crane
audrey@designmap.com
@audcrane
@designmap
#TheSum
Sparkle-ize It! @DesignMap #TheSum
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Sparkle-ize My Napkin (or, Backing Out Design Thinking)

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Everyone has had the experience at one point or another of having someone scribble something for them, and ask them to take it and make it look good. I call this getting a "napkin”: the outline of a solution that kills the chance for others to make a meaningful contribution. 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 think you have little to offer besides making tarting up their idea ("Make it sparkly")
• It's hard to talk about the ideas underlying the napkin

Too often, people assume point #3, get insulted, but sparkle-ize it anyway. It's demoralizing and often results in sub-par work (it is at least not as good as it could be). This happens in other contexts too: Actors get told how to say their lines (the dreaded “line reading”). Writers are asked to “just write [my idea] up”. Designers tell Engineers how they should implement what's designed. Most of us are guilty of assuming #3 at some point, whatever our role 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.

Published in: Design
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Sparkle-ize My Napkin (or, Backing Out Design Thinking)

  1. 1. The Sum Sparkle-ize It! @DesignMap #TheSum
  2. 2. What I’m doing 1. What is “getting a napkin”? 2. How it relates to design thinking 3. For non-designers 4. What is “sparkle-izing” anyway? 5. 4th order design as a solution 6. 7 3 tactics for ideating @DesignMap #TheSumSparkle-ize It!
  3. 3. Sparkle-ize It! @DesignMap #TheSum
  4. 4. Sparkle-ize It! @DesignMap #TheSum
  5. 5. @DesignMap #TheSumSparkle-ize It!
  6. 6. Sparkle-ize It! @DesignMap #TheSum
  7. 7. “Design Thinking” Sparkle-ize It! Empathize Define Ideate Prototype Test @DesignMap #TheSum
  8. 8. = Design Sparkle-ize It! Empathize Define Ideate Prototype Test @DesignMap #TheSum
  9. 9. Empathize Define Ideate Prototype Test = Design Sparkle-ize It! @DesignMap #TheSum
  10. 10. The outline of a solution that kills the chance for others to make meaningful contributions. Sparkle-ize It! @DesignMap #TheSum
  11. 11. Sparkle-ize It! @DesignMap #TheSum Design
  12. 12. Sparkle-ize It! @DesignMap #TheSum Design Marketing
  13. 13. Sparkle-ize It! @DesignMap #TheSum Design Marketing Product Management
  14. 14. Sparkle-ize It! @DesignMap #TheSum
  15. 15. Sparkle-ize It! @DesignMap #TheSum Design Marketing Product Management Teaching Development
  16. 16. Sparkle-ize It! @DesignMap #TheSum Design Marketing Product Management Teaching Development Facials
  17. 17. Sparkle-ize It! @DesignMap #TheSum
  18. 18. Design Marketing Product Management Teaching Development Facials Parenting Sparkle-ize It! @DesignMap #TheSum
  19. 19. “Jazz it up a bit.”
  20. 20. “Make it look good.”
  21. 21. “Add some lipstick.”
  22. 22. “Just be creative with it.”
  23. 23. “Make it sexy.”
  24. 24. “We need more eye candy.”
  25. 25. “Fill in the details.”
  26. 26. “Do your...”
  27. 27. ** * * * * * * * * * * **
  28. 28. Sparkle-ize It! @DesignMap #TheSum Example
  29. 29. Sparkle-ize It! @DesignMap #TheSum
  30. 30. Sparkle-ize It! @DesignMap #TheSum
  31. 31. @DesignMap #TheSumSparkle-ize It!
  32. 32. Sparkle-ize It! @DesignMap #TheSum So, what to do?
  33. 33. Consider 4th Order Design Sparkle-ize It! Empathize Define Ideate Prototype Test @DesignMap #TheSum 1st - 2nd order: product (immediate challenge)
  34. 34. Consider 4th Order Design Sparkle-ize It! Empathize Define Ideate Prototype Test Empathize Define Ideate Prototype Test @DesignMap #TheSum 1st - 2nd order: product 4th order: system / relationship
  35. 35. Consider 4th Order Design Sparkle-ize It! @DesignMap #TheSum © Photo by Johnny Holland, sketchnote by Jake Causby
  36. 36. Consider 4th Order Design Sparkle-ize It! Empathize Define Ideate Prototype Test @DesignMap #TheSum Empathize 1st - 2nd order: product 4th order: system / relationship
  37. 37. Empathize Sparkle-ize It! @DesignMap #TheSum Empathize Define Ideate Prototype Test Empathize
  38. 38. Empathize • it’s not optional Sparkle-ize It! @DesignMap #TheSum Empathize Define Ideate Prototype Test Empathize
  39. 39. Empathize • it’s not optional • out of time Sparkle-ize It! @DesignMap #TheSum Empathize Define Ideate Prototype Test Empathize
  40. 40. Empathize Define Ideate Prototype Test Empathize Empathize • it’s not optional • out of time • this is best Sparkle-ize It! @DesignMap #TheSum
  41. 41. Empathize Define Ideate Prototype Test Empathize Empathize • it’s not optional • out of time • this is best (Dunning–Kruger effect) Sparkle-ize It! @DesignMap #TheSum
  42. 42. Sparkle-ize It! @DesignMap #TheSum The fool doth think he is wise, but the wise man knows himself to be a fool.
  43. 43. Empathize Define Ideate Prototype Test Empathize Empathize • it’s not optional • out of time • this is best • this is all your job is Sparkle-ize It! @DesignMap #TheSum
  44. 44. Empathize Define Ideate Prototype Test Empathize Empathize • it’s not optional • out of time • this is best • this is all your job is • it’s hard! Sparkle-ize It! @DesignMap #TheSum
  45. 45. Empathize Define Ideate Prototype Test Empathize Empathize • it’s not optional • out of time • this is best • this is all your job is • it’s hard! Sparkle-ize It! @DesignMap #TheSum
  46. 46. 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 #TheSum
  47. 47. Consider 4th Order Design Sparkle-ize It! Empathize Define Ideate Prototype Test @DesignMap #TheSum Empathize 1st - 2nd order: product 4th order: system / relationship
  48. 48. Consider 4th Order Design Sparkle-ize It! Empathize Define Ideate Prototype Test @DesignMap #TheSum Empathize 1st - 2nd order: product 4th order: system / relationship
  49. 49. Sparkle-ize It! @DesignMap #TheSum
  50. 50. Sparkle-ize It! @DesignMap #TheSum 7 3 Techniques
  51. 51. Technique 1: 3 Things Sparkle-ize It! @DesignMap #TheSum
  52. 52. Technique 1: 3 Things • ask: • most important thing this does Sparkle-ize It! @DesignMap #TheSum
  53. 53. Technique 1: 3 Things • ask: • most important thing this does • things you want to be better Sparkle-ize It! @DesignMap #TheSum
  54. 54. Technique 1: 3 Things • ask: • most important thing this does • things you want to be better • words you’d use to describe this Sparkle-ize It! @DesignMap #TheSum
  55. 55. Technique 1: 3 Things • ask: • most important thing this does • things you want to be better • words you’d use to describe this • make three new versions Sparkle-ize It! @DesignMap #TheSum
  56. 56. @DesignMap #TheSumSparkle-ize It!
  57. 57. Technique 4: Re-Trace Their Steps Sparkle-ize It! @DesignMap #TheSum
  58. 58. Technique 6: Heuristic Ideation • variation using 4C’s: • components • characteristics • challenges • characters Sparkle-ize It! @DesignMap #TheSum
  59. 59. Technique 6: Heuristic Ideation Brad Mike Molly Kristen lead user to dealer dealer- generated content? show reviews / ratings of dealers, any dealer perks (gas cards, coffee, etc.) show reviews / ratings of dealers schedule test drive compare cars (more page views) collaborative comparison selection price focus let select comparison criteria let select comparison criteria read more details magazine-style format, integrated content larger type! let select details of interest, make content easy to find and parse let select details of interest Sparkle-ize It! @DesignMap #TheSum
  60. 60. Sparkle-ize It! @DesignMap #TheSum NB
  61. 61. Nota Bene • Not me vs. you • No thick skins Sparkle-ize It! @DesignMap #TheSum
  62. 62. What if you draw napkins? • consider: • be introspective • be inquisitive • don’t take it personally • when is it ok? Sparkle-ize It! @DesignMap #TheSum
  63. 63. The Long Game Sparkle-ize It! @DesignMap #TheSum
  64. 64. Sparkle-ize It! @DesignMap #TheSum
  65. 65. 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 Sparkle-ize It! @DesignMap #TheSum
  66. 66. Future Giants • Emily Brower Auchard • Ryan Reposar, Dubberly Design Office • Chris Hoover, Perforce • DesignMap: Nathan Kendrick, Greg Baker, Chuck Moore, Chad Schroeder, Eddie Shieh, Eric Wittke, Henry Freel, Jane Waterbury, Jason Frasier, Josh Rautenberg, Kana Knaak, Michael Aurelio, Nick Smith , Patrick Leahy, Priyanka Patel, Rachel Hallock, Rob Gardziel , Rona Asuncion, Ryan Cornwell, Sophia Yang, Sunny Yang, Tiffany Chen, Tin Phatanapirom, Wei Chen Sparkle-ize It! @DesignMap #TheSum
  67. 67. Good Luck! Audrey Crane audrey@designmap.com @audcrane @designmap #TheSum Sparkle-ize It! @DesignMap #TheSum

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