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Design Thinking 101 - Prototyping

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Design Thinking 101 - Prototyping

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The why, what and how of Prototyping.
This 90 minutes session is part of a series of short and focused masterclasses.
The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.
This is a Masterclass by Arne van Oosterom

The why, what and how of Prototyping.
This 90 minutes session is part of a series of short and focused masterclasses.
The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.
This is a Masterclass by Arne van Oosterom

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Design Thinking 101 - Prototyping

  1. 1. Arne van Oosterom Creative Leadership Coach at Blue Sky Republic Founder DesignThinkers Group & Academy Advisor HBA Ambassador program
  2. 2. “If you’re not prepared to be wrong, you’ll never come up with anything original” - Sir Ken Robinson
  3. 3. “They slow us down to speed us up. By taking the time to prototype our ideas, we avoid costly mistakes such as becoming too complex too early and sticking with a weak idea for too long.” Tim Brown, CEO & President of IDEO
  4. 4. The sooner you fail, the faster you learn David Kelley
  5. 5. WHAT IS IT? PROTOTYPING
  6. 6. Representations of concepts PROTOTYPES
  7. 7. Hypothesis PROTOTYPES
  8. 8. Small Bets PROTOTYPES
  9. 9. WHY DO WE DO IT? PROTOTYPING
  10. 10. CREATE OPTIONS PROTOTYPING
  11. 11. USER INSIGHT PROTOTYPING
  12. 12. TRIAL & ERROR PROTOTYPING
  13. 13. SYSTEMIC CHANGE PROTOTYPING
  14. 14. INTERVENTION PROTOTYPING
  15. 15. VALIDTION PROTOTYPING
  16. 16. Proof of Concept PROTOTYPING
  17. 17. Research PROTOTYPING
  18. 18. Helps you listen to your customers PROTOTYPING
  19. 19. Helps you understand what the customer is trying to do PROTOTYPING
  20. 20. … but a customer can not tell you what to develop PROTOTYPING
  21. 21. Write your questions in the chat
  22. 22. Make a Rapid Prototype
  23. 23. Make a Rapid Prototype
  24. 24. Make a Rapid Prototype Storyboarding
  25. 25. 2 minutes Service Scenario
  26. 26. EXPLORE (RE)FRAME IMPLEMENT diverge converge diverge converge create choice make choice create choice make choice WHEN DO YOU USE IT? DOUBLE DIAMOND
  27. 27. PROBLEM SPACE SOLUTION SPACE diverge converge diverge converge DOUBLE DIAMOND WHEN DO YOU USE IT?
  28. 28. PROBLEM SPACE SOLUTION SPACE diverge converge diverge converge DOUBLE DIAMOND LEARNING ORGANISATION
  29. 29. ITERATIONS PROTOTYPING
  30. 30. CONTINUOUS IMPROVEMENT PROTOTYPING
  31. 31. CONTINUOUS DEVELOPMENT PROTOTYPING
  32. 32. CONTINUOUS INNOVATION PROTOTYPING
  33. 33. CONTINUOUS LEARNING PROTOTYPING
  34. 34. FAILING FORWARD PROTOTYPING
  35. 35. FAIL FAST FAIL CHEAP PROTOTYPING
  36. 36. Simplifying is key in any creative process. Make it simple enough to move forward without fear failure START SMALL, SCALE UP
  37. 37. LIVING IN BETA PROTOTYPING
  38. 38. Write your questions in the chat
  39. 39. PROTOTYPING
  40. 40. Waterfall & Stage Gate
  41. 41. Waterfall & Stage Gate
  42. 42. Make a Rapid Prototype
  43. 43. 2 minutes Sketch
  44. 44. From ‘The Entrepreneurs Guide to Customer Development’ LEAN STARTUP
  45. 45. PROBLEM SOLUTION FIT A problem worth solving… ”when you have evidence that customers care about certain jobs, pains, and gains. At this stage you've proved the existence of a problem and have designed a value proposition that addresses your customers' jobs, pains and gains.”
  46. 46. PROBLEM SOLUTION FIT Low-Fidelity Prototypes
  47. 47. PROBLEM SOLUTION FIT
  48. 48. PRIORITISE WHAT TO TEST Popular Models are e.g.: ICE > Impact + Con fi dence + Ease PIE > Potential + Importance + Ease … score is based on opinions
  49. 49. Idea Priority Map Plot the developed ideas based on customer impact and feasibility High Customer Impact Low Customer Impact Feasible in Short Term Feasible in Long Term
  50. 50. From ‘The Entrepreneurs Guide to Customer Development’
  51. 51. PRODUCT MARKET FIT “… the degree to which a product satis fi es a strong market demand. Product/market fi t has been identi fi ed as a fi rst step to building a successful venture in which the company meets early adopters, gathers feedback and gauges interest in its product(s).”
  52. 52. PRODUCT MARKET FIT
  53. 53. The proof of the pudding is in the eating … do people interact with it? … do people come back to it? … do people promote it? … do people pay for it? PRODUCT MARKET FIT
  54. 54. PRODUCT MARKET FIT High-Fidelity Prototypes
  55. 55. PRODUCT CHANNEL FIT When your product attributes are molded to fi t with a speci fi c distribution channel.
  56. 56. PRODUCT CHANNEL FIT When your product attributes are molded to fi t with a speci fi c distribution channel.
  57. 57. Write your questions in the chat
  58. 58. Get familiar with jargon, the language. This can be confusing and can make us insecure. PROTOTYPING
  59. 59. Make a Rapid Prototype
  60. 60. 2 minutes Desktop Walkthrough
  61. 61. Tangible & Intangible PROTOTYPING
  62. 62. Products & Services PROTOTYPING
  63. 63. Of fl ine & Online PROTOTYPING
  64. 64. LOW-FIDELITY PROTOTYPE PROTOTYPING
  65. 65. LOW-FIDELITY PROTOTYPE RAPID PROTOTYPING
  66. 66. LOW-FIDELITY PROTOTYPE bodystorming, service walkthrough, service simulation, and role-play
  67. 67. LOW-FIDELITY PROTOTYPE bodystorming, service walkthrough, service simulation, and role-play
  68. 68. LOW-FIDELITY PROTOTYPE bodystorming, service walkthrough, service simulation, and role-play
  69. 69. LOW-FIDELITY PROTOTYPE Wizard of Oz Prototyping Behavioral Prototyping
  70. 70. THINK WITH YOUR HANDS LOW-FIDELITY PROTOTYPE
  71. 71. SKETCHING LOW-FIDELITY PROTOTYPE
  72. 72. Desktop Walkthrough LOW-FIDELITY PROTOTYPE
  73. 73. LEGO SERIOUS PLAY LOW-FIDELITY PROTOTYPE
  74. 74. LEGO SERIOUS PLAY LOW-FIDELITY PROTOTYPE
  75. 75. Paper Prototyping LOW-FIDELITY PROTOTYPE
  76. 76. LOW-FIDELITY PROTOTYPE Mockups
  77. 77. FUTURE JOURNEY MAP LOW-FIDELITY PROTOTYPE Customer Journey Mapping for Hiring and Onboarding Service MIA She is a Senior Brand Manager based in Luxembourg. OBJECTIVES She is extremely focused on delivering results. She is sociable and likes to stay ahead of new trends’ QUOTE “THE BEST MOMENT FOR ME IS DEFINITELY WHEN I GOT APPOINTED TO WORK FOR THE NO. 1 GLOBAL BRAND! I FEEL PROUD EVERY DAY TO WORK FOR THIS BRAND” CAREER WEBSITE CAREER WEBSITE HR Services to Support and Delight Service Scenario 03 CAREER WEBSITE Service Scenario 04 ON-BOARDING PLANNING ONBOARDING PLAN EXPERIENCE STAGES TOUCHPOINTS NEW HIRE An aspirational Customer Journey of a Newly Hired Associate. phone Social media & contacts Network events CONSIDERING/SEARCH NEGOTIATING DECIDING OFFER FEELING WELCOME ACTIONS The Candidate finds information on the KO website. The Candidate completes interviews. The Candidate easily submits job application. Initial communication confirms mutual interest. The Candidate gets ready for the interview. The Candidate provides references for final process. The Candidate receives the final offer letter. The Candidate resigned from the current job. The Candidate receives personalized feedback via email & phone. The Candidate receives tips for the scheduled interview. The offer package is delivered and negotiated. The offer is signed and returned. The Welcome Package is received by Candidate. Candidate receives call from manager. Candidate is introduced to Buddy. “I AM VERY EXCITED ABOUT POSSIBLE JOB OPPORTUNITIES AT KO.” “THE PROMPT FEEDBACK MADES ME FEEL VERY CONFIDENT.” “I FEEL VERY CONFIDENT BECAUSE THE JOB DESCRIPTIONS WERE INSPIRING AND CLEAR.” “I APPRECIATED THE ACCURACY AND QUALITY OF PACKAGES.” “I’M EXCITED AND ANXIOUS ABOUT JOB INTERVIEWS BUT HAVING RECEIVED DETAILS FROM THE T.A.P., I’M FEELING CONFIDENT & PREPARED FOR MY INTERVIEWS.” “I AM DELIGHTED TO START MY NEW JOB AND I’M THRILLED WHEN I RECEIVE MY WELCOME PACK.” “I’M DELIGHTED TO TALK TO MY NEW MANAGER & MEET MY ON BOARDING BUDDY.” “I LIKE THE PROMPT AND PESONAL CONTACT, IT MOTIVATED ME A LOT!” “I HAPPILY ACCEPTED THIS FANTASTIC OFFER.” BACK OFFICE NARRATIVE I think it’s time for a new challenge, in a place where I can contribute & be creative. There’s no growth potential here, it’s time to go online and see what’s out there. Mia gets an email from the T.A.P. to say she has been selected for interview and has scheduled a time. Mia is delighted when she receives more information about the role, the type of interview & a link to the KO website to help her prepare. Mia receives an email from the T.A.P. to say the interview went well and they would like to schedule another. Mia gets an email from the T.A..P. to tell her she has been successful & KO would like to offer her the job. T.A.P. tells her she will send her the offer letter. Mia receives the offer letter & discusses some final negotiations. She is excited to be starting with KO & returns the signed offer letter. Mia is thrilled when she receives a welcome pack from KO in the post. Along with some KO goodies she also receives details about the Co. & an org chart to help her see where her role fits in the Co. Mia gets a welcome call from her Manager to chat about the new role & tells her she will be supported by a Buddy while on boarding. Mia tells her friend that she saw this cool job on KO website and she tells her how easy it was for her to apply for the job on the KO website using her Linked In profile. Mia looks for further information about the role on the KO website and she finds the video testimonial about the role provides her with a real sense of what the new role entails. T.A.P. T.A.P. Buddy The Talent receives the application and make it available for the Talent Acquisition Partners The recruitment staff keeps the communication with Candidate active and useful T.A.P. recives the information about candidate and gets ready for Candidate first Interview T.A.P. stays in contact with the Candidate for feedback and to schedule further interviews if required. planning T.A.P. prepares the draft offer package T.A.P. sends the official offer letter T.A.P. contacts S.P.C. to activate On-Boarding process S.P.C. receives notification about the successful Candidate and sends out Welcome Pack S.P.C. involves Manager & On Boarding Buddy in On Boarding Plan Offer Manager Manag Ca phone T.A.P. S.P.C. S.P.C. T.A.P. Welcome Package email email email KO website KO website KO website KO website KO website KO website KO website C.M.T.
  78. 78. Storyboarding LOW-FIDELITY PROTOTYPE
  79. 79. SERVICE SCENARIOS LOW-FIDELITY PROTOTYPE
  80. 80. SERVICE SCENARIOS LOW-FIDELITY PROTOTYPE
  81. 81. Live Prototyping LOW-FIDELITY PROTOTYPE
  82. 82. Write your questions in the chat
  83. 83. Remember while presenting your prototype you need to make sure you are unbiased. You’re trying to learn, not to sell anything
  84. 84. Make a Rapid Prototype
  85. 85. 2 minutes Wizard of Oz Prototype
  86. 86. HIGH-FIDELITY PROTOTYPE PROTOTYPING
  87. 87. Live Prototyping LOW-FIDELITY PROTOTYPE
  88. 88. Study HIGH-FIDELITY PROTOTYPE
  89. 89. MVP HIGH-FIDELITY PROTOTYPE
  90. 90. WIRE FRAMES HIGH-FIDELITY PROTOTYPE
  91. 91. MVP HIGH-FIDELITY PROTOTYPE
  92. 92. PILOT HIGH-FIDELITY PROTOTYPE
  93. 93. POP-UP SHOP HIGH-FIDELITY PROTOTYPE
  94. 94. Write your questions in the chat
  95. 95. Service Scenario Make a Rapid Prototype
  96. 96. 2 minutes Service Scenario
  97. 97. Room-Storming Body-Storming Experience / Behaviour Abstract/ Low-Fi Realistic Service Scenarios Future Journey Maps Frameboards Paper prototyping Wire Frame Prototyping Functional Prototype Video Prototype Wizard-of-Oz Prototype Interaction Prototype (in Context) Interaction Prototype (in UX /lab) Co-Creation Research Measuring
  98. 98. Learning Framework EMPATHISE What is the problem? IDEATE How do we solve it? PROTOTYPE How do we create it? TEST Does it work? DISCOVER What is new and important? SOLUTION SPACE PROBLEM SPACE REFRAME What de we focus on?
  99. 99. Don’t fall in love with your idea
  100. 100. Fail Forward. There is no other way.
  101. 101. Arne van Oosterom Creative Leadership Coach at Blue Sky Republic Founder DesignThinkers Group & Academy Advisor HBA Ambassador program
  102. 102. PROTOTYPING
  103. 103. PROTOTYPING

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