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Design Thinking
A talk by Mark Uraine
Mark Uraine
Twitter: @mapk
WordPress.org: mapk
markuraine.com
I like to think about design
because design is about thinking.
So I thought about thoughtful design and began to
design what others were expecting and thus
thoughts of expected designs ...
What it is, what it is
Design Thinking is another way to approach the
problems we’re working to resolve. It focuses on
emp...
Why? x5
The 5 Whys
A concept developed by Sakichi Toyoda to find the
source of a problem.
Don’t stop when you found the initial ans...
The 5 Whys
There aren’t any new accounts created today. Why?
Because the submit button isn’t working. Why?
Because a bug w...
DING DING DING DING
You get the point.
The 5 Steps
1. Empathize
2. Define the Problem
3. Ideate
4. Build a Prototype
5. Test
People like steps. It tells them how long the process
is, gives them an idea as to where they are in the
process, and offer...
1
Empathize
1. Empathize
To understand and share the feelings of another.
This requires observation.
There is no substitute for the us...
EMPATHY
– Justin Keller
“I shouldn’t have to see the pain, struggle, and
despair of homeless people to and from my
way to work eve...
Photo courtesy of Best Car Magazine
1990 Ford Mustang
1994 Ford Mustang
2
Define the Problem
–Albert Einstein
“If I were given one hour to save the planet,
I would spend 59 minutes defining the
problem and one minute...
2. Define the Problem
This requires “The 5 Whys” and is probably the
most difficult step.
Why?
Because we often don’t have al...
Why?
Because they want to see forward momentum.
Why?
Because that’s the nature of the beast called
‘Business’.
Why?
Becaus...
Whew
LEGO
LEGO
They branched out:
• Theme parks
• Larger LEGO pieces
• Children’s clothing line
• Video games
• Books
• Magazines
LEGO
Turns out, they defined the wrong problem.
LEGO
After sending out Ethnographers, they realized that
this generation was interested in achieving high
level mastery in...
3
Ideate
3. Ideate
Brainstorm, make lists, write down stuff.
Generate numerous ideas.
Be creative without regard for restraints.
Que...
4
Build a Prototype
4. Build a Prototype
Build something.
Draw stuff, use post-its, or rapid prototype.
Provide scenarios through which users c...
VisualFidelity
Functional Fidelity
Sketches
Paper Wireframes
Paper Design Comps
Image Mapped Sketches
Interactive Wirefram...
5
Test
5. Test
Test the thing.
Get it into user’s hands and watch them use it.
WHAT THEY DO
Gather feedback.
WHY THEY DO IT
the thing is not done yet.
6
Reiterate
Now cycle back through the steps. This is called
reiterating.
ingingreiterate
Empathize, Define the Problem, Ideate, Build a
Prototype, Test
upon the 5 steps
Double-Diamond Model
Finding the right
PROBLEM
Finding the right
SOLUTION
Discover Define Develop Deliver
Time
The 5 Steps
1. Empathize
Design
Thinking
2. Define the Problem
3. Ideate
4. Build a Prototype
5. Test
6. Reiterate :)
Design
Thinking
Thoughtful
Designer
==
Learn from people
Find patterns
Design principles
Make Tangible
Iterate relentlessly
Empathize
Define the problem
Ideate
Bu...
–Eric Eriksson
“If you look at your Product Designer as
someone that makes your solution look
presentable, look again. A p...
Design Thinking isn’t
only about design.
It can be applied to your life.
Ex. 1: Relationships
Empathize by putting yourself in the other’s shoes.
Define the problem by being aware, mindful, and ho...
Ex. 2: Traffic
Empathize with the other drivers who need to use these
roads.
Observe the frequency of traffic at particular ti...
Design Thinking has
been around the block.
The Past
1969 - Design as a way of thinking has been around
since it was introduced in Herbert Simon’s book
The Sciences o...
Today
Design Thinking is on par with the Scientific
Method.
Yes, the freakin’
Scientific Method
The Future
In theory, there is no difference between theory
and practice.
In practice, there is.
Break the rules.
Be creative.
BONUS
Resources
Empathy
RESOURCES
• Empathy Quotient Test ( https://psychology-tools.com/
empathy-quotient )
• Well Designed: How to Use E...
Define the Problem
RESOURCES
• The Design of Everyday Things by Don Norman
• LEGO’s problem ( https://www.linkedin.com/puls...
Ideation
RESOURCES
• UX Tools ( uxdesign.cc/ux-tools )
• Notebooks ( thedotgrid.com )
• Post-it Notes are great for Card S...
Build a Prototype
RESOURCES
• Paper Prototypes
• InVision App ( invisionapp.com )
• Marvel App ( marvelapp.com )
Testing
RESOURCES
• User testing websites ( usertesting.com, opentest.co,
usabilityhub.com, userzoom.com, validately.com, ...
Thank you.
Design Thinking by Mark Uraine
Design Thinking by Mark Uraine
Design Thinking by Mark Uraine
Design Thinking by Mark Uraine
Design Thinking by Mark Uraine
Design Thinking by Mark Uraine
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Design Thinking by Mark Uraine

Design thinking is another way to approach problems.

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Design Thinking by Mark Uraine

  1. 1. Design Thinking A talk by Mark Uraine
  2. 2. Mark Uraine Twitter: @mapk WordPress.org: mapk markuraine.com
  3. 3. I like to think about design because design is about thinking.
  4. 4. So I thought about thoughtful design and began to design what others were expecting and thus thoughts of expected designs were thought through as users expected them to be.
  5. 5. What it is, what it is Design Thinking is another way to approach the problems we’re working to resolve. It focuses on empathy and asking the right questions (which is normally, “Why?”) to explore new solutions that may not have initially been obvious.
  6. 6. Why? x5
  7. 7. The 5 Whys A concept developed by Sakichi Toyoda to find the source of a problem. Don’t stop when you found the initial answer. Chances are, that too is a symptom of something greater.
  8. 8. The 5 Whys There aren’t any new accounts created today. Why? Because the submit button isn’t working. Why? Because a bug was introduced last night in the release. Why? Because there was no testing done before the release. Why? Because we didn’t have time. Why? Because management demands too much and doesn’t give enough time to complete the tasks.
  9. 9. DING DING DING DING You get the point.
  10. 10. The 5 Steps 1. Empathize 2. Define the Problem 3. Ideate 4. Build a Prototype 5. Test
  11. 11. People like steps. It tells them how long the process is, gives them an idea as to where they are in the process, and offers something to look forward to - like the end of this talk. I empathize with you. So you get 5 steps.
  12. 12. 1 Empathize
  13. 13. 1. Empathize To understand and share the feelings of another. This requires observation. There is no substitute for the user insights you can gain by observing actual user behavior in authentic settings. Ethnography. Get to know the user, create personas, and become a user too.
  14. 14. EMPATHY
  15. 15. – Justin Keller “I shouldn’t have to see the pain, struggle, and despair of homeless people to and from my way to work every day.” http://justink.svbtle.com/open-letter-to-mayor-ed-lee-and-greg-suhr-police-chief
  16. 16. Photo courtesy of Best Car Magazine 1990 Ford Mustang
  17. 17. 1994 Ford Mustang
  18. 18. 2 Define the Problem
  19. 19. –Albert Einstein “If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.”
  20. 20. 2. Define the Problem This requires “The 5 Whys” and is probably the most difficult step. Why? Because we often don’t have all the information. Why? Because we don’t provide enough resources or time into learning about our users.
  21. 21. Why? Because they want to see forward momentum. Why? Because that’s the nature of the beast called ‘Business’. Why? Because when challenged to solve an issue, the correct path is often backwards into a study about the problem itself. And managers don’t like this.
  22. 22. Whew
  23. 23. LEGO
  24. 24. LEGO They branched out: • Theme parks • Larger LEGO pieces • Children’s clothing line • Video games • Books • Magazines
  25. 25. LEGO Turns out, they defined the wrong problem.
  26. 26. LEGO After sending out Ethnographers, they realized that this generation was interested in achieving high level mastery in specific skills. LEGO redefined the problem. They re-engineered smaller pieces, and more intricate building instructions. LEGO became a master skill. It became about craftsmanship.
  27. 27. 3 Ideate
  28. 28. 3. Ideate Brainstorm, make lists, write down stuff. Generate numerous ideas. Be creative without regard for restraints. Question everything.
  29. 29. 4 Build a Prototype
  30. 30. 4. Build a Prototype Build something. Draw stuff, use post-its, or rapid prototype. Provide scenarios through which users can interact.
  31. 31. VisualFidelity Functional Fidelity Sketches Paper Wireframes Paper Design Comps Image Mapped Sketches Interactive Wireframes Image Mapped Comps Rich Interactive Wireframes Rich Comp Prototype Proof of Concept Prototype ‘Production Ready’ Prototype
  32. 32. 5 Test
  33. 33. 5. Test Test the thing. Get it into user’s hands and watch them use it. WHAT THEY DO Gather feedback. WHY THEY DO IT
  34. 34. the thing is not done yet.
  35. 35. 6 Reiterate
  36. 36. Now cycle back through the steps. This is called reiterating.
  37. 37. ingingreiterate Empathize, Define the Problem, Ideate, Build a Prototype, Test upon the 5 steps
  38. 38. Double-Diamond Model Finding the right PROBLEM Finding the right SOLUTION Discover Define Develop Deliver Time
  39. 39. The 5 Steps 1. Empathize Design Thinking 2. Define the Problem 3. Ideate 4. Build a Prototype 5. Test 6. Reiterate :)
  40. 40. Design Thinking Thoughtful Designer ==
  41. 41. Learn from people Find patterns Design principles Make Tangible Iterate relentlessly Empathize Define the problem Ideate Build a prototype Test Iterate Observation Idea generation Prototyping Testing 1 2 3
  42. 42. –Eric Eriksson “If you look at your Product Designer as someone that makes your solution look presentable, look again. A product designer helps you identify, investigate, and validate the problem, and ultimately craft, design, test and ship the solution.”
  43. 43. Design Thinking isn’t only about design. It can be applied to your life.
  44. 44. Ex. 1: Relationships Empathize by putting yourself in the other’s shoes. Define the problem by being aware, mindful, and honest. Ideate and examine yourself. Explore the possible ways in which you can improve things. Build a prototype by implementing ways in which the solutions can be achieved. Test IRL. Be the change you want to see in others.
  45. 45. Ex. 2: Traffic Empathize with the other drivers who need to use these roads. Observe the frequency of traffic at particular times to find patterns. Ideate solutions such as working from home, or working different hours to avoid the rush. Implement communication practices that allow the solutions. Test IRL.
  46. 46. Design Thinking has been around the block.
  47. 47. The Past 1969 - Design as a way of thinking has been around since it was introduced in Herbert Simon’s book The Sciences of the Artificial. 1987 - It found the expression “Design Thinking” in Peter Rowe’s book Design Thinking. 1991 - David Kelley at IDEO adopted the practice for business purposes.
  48. 48. Today Design Thinking is on par with the Scientific Method. Yes, the freakin’ Scientific Method
  49. 49. The Future In theory, there is no difference between theory and practice. In practice, there is.
  50. 50. Break the rules. Be creative.
  51. 51. BONUS Resources
  52. 52. Empathy RESOURCES • Empathy Quotient Test ( https://psychology-tools.com/ empathy-quotient ) • Well Designed: How to Use Empathy to Create Products People Love by Jon Kolko ( greatproductsbydesign.com ) • Ford Mustang Report ( sloanreview.mit.edu/article/stories-that- deliver-business-insights )
  53. 53. Define the Problem RESOURCES • The Design of Everyday Things by Don Norman • LEGO’s problem ( https://www.linkedin.com/pulse/lego- engineered-remarkable-turnaround-its-business-howd-lindstrom )
  54. 54. Ideation RESOURCES • UX Tools ( uxdesign.cc/ux-tools ) • Notebooks ( thedotgrid.com ) • Post-it Notes are great for Card Sorting Methods during IA research.
  55. 55. Build a Prototype RESOURCES • Paper Prototypes • InVision App ( invisionapp.com ) • Marvel App ( marvelapp.com )
  56. 56. Testing RESOURCES • User testing websites ( usertesting.com, opentest.co, usabilityhub.com, userzoom.com, validately.com, userinterviews.co ) • Integrated software ( getjaco.com, userbrain.net, peekin.io ) • Buy people coffee for a few minutes of their time • Learn more about User Research (Jeff Sauro’s books)
  57. 57. Thank you.

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