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Unleash Design Thinking to (Re)Design Your Business

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Sebastiaan Dorgelo
TRIMM
Overview
In this presentation Sebastiaan will talk about how UX design is about figuring out the bigger picture. And how doing that can help you, your team and your clients in working together more effectively, have more fun and grow.

He’ll explain how awareness of your strategic role as a designer will help you own it and keep focusing on the bigger picture, enabling you to keep seeing opportunities, deliver better results and build strong, long-term client relations. Developing a mindset in your teams of researching, exploring, pitching new ideas and selling them, you’ll be in better control of the work you get to do, doing better business and helping your clients develop theirs.

Objective
Inspire designers to look beyond the task they’re assigned to and in their turn inspire their teams to have bigger dreams and do more.

Target Audience
UX/UI designers, agile/multidisciplinary team members, product owners, project managers

Five Things Audience Members Will Learn
Why curiosity and empathy are a designer’s most important skills
How visualizing your curiosity will reveal the bigger picture
How the bigger picture will unleash design thinking
How design thinking will energize the team and lead to better solutions
How all of this leads to doing more than you were asked for

Published in: Design
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Unleash Design Thinking to (Re)Design Your Business

  1. 1. UNLEASH DESIGN THINKINGTO REDESIGN YOUR
  2. 2. DESIGNERS CREATING ICONIC WORK, ARE ROLE MODELS EVERY DESIGNER LOOKS UP AGAINST. WE ALL WANT TO DO MAJOR BRANDS AND AWESOMENESS.
  3. 3. YET MANY OF US WORK FOR COMPANIES NO ONE REALLY KNOWS OR CARES ABOUT.
  4. 4. WE MAINLY WORK FOR B2B COMPANIES.
  5. 5. A LOT OF OUR WORK IS HIDDEN IN WEBSITES AND APPS CONSUMERS NEVER VISIT OR HAVE ACCESS TO.
  6. 6. DESIGNERS ARE SEEN AS ‘THE CREATIVE BUNCH.’ WE DO STUFF AND THEN THEY GET MONEY.
  7. 7. AND FROM OUR PERSPECTIVE, AS DESIGNERS, WE OFTEN DON’T REALLY GET THE BUSINESS WORLD.
  8. 8. WE HAVE TO WORK HARDER AND NEED MORE PATIENCE TO CONVINCE A TOUGH CROWD AND GET EVERYONE ON BOARD.
  9. 9. BUT IF YOU’RE STUBBORN ENOUGH TO STAY, YOU CAN DO WONDERFUL THINGS.
  10. 10. YOU HAVE TO EARN AND DEFEND YOUR CREATIVE FREEDOM.
  11. 11. AND WE’RE REALLY NEEDED, BECAUSE THERE’S A LOT OF CRAP OUT THERE…
  12. 12. WHAT IF WE USED OUR CIRCLE OF INFLUENCE TO GAIN BETTER CONTROL OVER WHAT WE DO AND HOW WE GROW?
  13. 13. IF YOU FIND YOURSELF IN FRONT OF A BORING CLIENT: DON’T WORRY!
  14. 14. FIGURE OUT THE BIG PICTURE: IT WILL HELP YOU SEE OPPORTUNITIES, CHALLENGES, STRENGTHS, WEAKNESSES, EASY WINS AND PRIORITIES.
  15. 15. THE FIRST THING YOU DO WHEN YOU RECEIVE A PROJECT BRIEFING: THROW IT OUT THE WINDOW UNREAD.
  16. 16. IF YOU WERE A DOCTOR, YOU WOULDN’T ACCEPT A PATIENT’S OPINION ON HOW TO TREAT THEM BEFORE YOU EXAMINED THEM BY YOURSELF. YOU SHOULD TREAT YOUR CLIENTS THE SAME WAY.
  17. 17. YOU DON’T WANT TO BE WASTING YOUR VALUABLE TIME AND YOUR CLIENTS’ MONEY BUILDING THE WRONG THINGS…
  18. 18. SO BE SHERLOCK HOLMES, AND TRY TO FIND OUT AS MUCH AS YOU CAN.
  19. 19. ON YOUR OWN, FOR STARTERS. (MEANING YOU AND YOUR TEAM) BECAUSE THERE’S REAL VALUE IN FINDING YOUR OWN ANSWERS FIRST.
  20. 20. GET YOUR SHARPIES OUT, WRITE WHAT YOU FIND ON STICKY NOTES AND PUT THEM ON A WALL FOR EVERYONE TO SEE.
  21. 21. IF YOU’RE NOT ALREADY USING THIS METHOD: GO READ THIS BOOK. IT’S THE CLEAREST AND FASTEST METHOD I KNOW FOR GAINING THE INSIGHT YOU NEED IN ANY PROJECT.
  22. 22. “Your job, as a designer – a creator of software – is not to create software; Your job is to change the world.” Jeff Patton
  23. 23. FOCUS ON OUTCOME, NOT OUTPUT.
  24. 24. QUESTIONS/NEEDS CUSTOMERS HAVE WHY WOULD THEY CHOOSE US?
  25. 25. NOW LATER STORYLINE MANY SMALL STEPS MAKE A YOURNEY.
  26. 26. NOTE CUSTOMER NEEDS. CUSTOMER NEEDS
  27. 27. AND REALIZE THEY ARE TOUCHPOINTS. TOUCH POINTS COMPANY MISSION/ VISION/PROCESS
  28. 28. HOW CUSTOMERS FOLLOW THEIR OWN PATHS THROUGH ALL TOUCHPOINTS.
  29. 29. START OUTCOME WHAT IS ALREADY THERE AND WHAT SHOULD (OR CAN) BE DONE?
  30. 30. BUILDING MUTUAL UNDERSTANDING ! ! ! ! ! ? ? ? !! !
  31. 31. UNDERSTANDING THIS BIGGER PICTURE WILL ENGAGE EVERYONE IN OUR CREATIVE THINKING PROCESS.
  32. 32. NO BUDGET IS NOT A VALID REASON FOR NOT THINKING.
  33. 33. USE THE ITEMS ON YOUR MAP TO KEEP YOU GOING.
  34. 34. THERE’S ALWAYS MORE TO DESIGN.
  35. 35. SHARING AND DISCUSSING IDEAS MAKES NEW SOLUTIONS SURFACE.
  36. 36. DESIGN THINKING THINK UP SOLUTIONS PRIORITIZE/ DESIGN/ CREATE ASSEMBLE & LAUNCH PROTOTYPE TEST/ OBSERVE/ FEEDBACK EXPLORE/ LEARN REFRAME/ DEFINE
  37. 37. DESIGN THINKING IS NOT ONLY ABOUT THINKING. IT’S A MINDSET. AN ITERATIVE PROCESS LIKE LEAN OR AGILE THINK UP SOLUTIONS PRIORITIZE/ DESIGN/ CREATE ASSEMBLE & LAUNCH PROTOTYPE TEST/ OBSERVE/ FEEDBACK EXPLORE/ LEARN REFRAME/ DEFINE
  38. 38. THE WHOLE PROCESS IS ABOUT EMPATHY.
  39. 39. DESIGN IS TOO IMPORTANT TO LEAVE TO DESIGNERS ALONE. IT INVOLVES YOUR TEAM, YOUR CLIENT AND THEIR CUSTOMERS
  40. 40. UNLEASH DESIGN THINKING.
  41. 41. WHETHER IT’S ON YOUR BUSINESS CARD OR NOT: BE A DIRECTOR.
  42. 42. “Creativity is the process of having original ideas that have value. It’s a process. It’s not linear, but it’s not random.” Sir Ken Robinson
  43. 43. DESIGN IS WHERE SCIENCE & ART BREAK EVEN.
  44. 44. CURIOSITY EMPATHY IMAGINATION COMMON SENSE WE USE OUR MOST CHARACTERISTIC SKILLS FOR DESIGN THINKING:
  45. 45. Curiosity means being open minded, and sincerely interested in how things work, why they work, or why they don’t. CURIOSITY MAKES YOU SEE.
  46. 46. CURIOSITY HELPS YOU FIND OUT WHAT YOU NEED TO LEARN.
  47. 47. Empathy means being interested in other people and their behavior, while being able to imagine yourself in their shoes. EMPATHY MAKES YOU FEEL
  48. 48. Imagination is simply the power to ‘see’ stuff that isn’t there yet. IF YOU CAN IMAGINE, YOU CAN COME UP WITH SOLUTIONS.
  49. 49. Imagination means being able to dream up new possibilities. IMAGINATION ENABLES YOU TO WONDER
  50. 50. COMMON SENSE MAKES SENSE OUT OF THINGS.
  51. 51. Common sense enables you to apply some simple logic. COMMON SENSE MAKES YOU UNDERSTAND
  52. 52. “It is in working within restrictions, that the master reveals himself.” Goethe
  53. 53. TO CONCLUDE
  54. 54. Before you start anything, make sure you get the bigger picture. 1
  55. 55. Make that tangible by creating a high-level storymap. 2
  56. 56. REMEMBER: WE’RE NOT ALONE. Engage your team and your client in your design thinking process by filling the gaps with all solutions you can think of. 3
  57. 57. The actual problem – or the best things you can do – will surface from what’s on your map: Decide what’s most valuable and create something to make it real. 4
  58. 58. Launch what you built to a real audience and see what it does. 5
  59. 59. Learn from that to improve your solution. 6
  60. 60. Repeat until satisfied.
  61. 61. DON’T PRACTICE UNTIL YOU GET IT RIGHT, PRACTICE UNTIL YOU CAN’T GET IT WRONG. ITERATE RELENTLESSLY
  62. 62. Help your teams and your clients participating in your design thinking process by familiarizing them with our key skills.
  63. 63. ENCOURAGE THEM TO STAY CURIOUS!
  64. 64. MAKE SURE THEY REALLY EMPATHIZE WITH THE ACTUAL PEOPLE USING THE PRODUCTS YOU DESIGN.
  65. 65. IMAGINE TOGETHER HOW YOU CAN CHANGE THEIR WORLD.
  66. 66. STAY GROUNDED IN REALITY.
  67. 67. Thanks to giphy.com for existing & thanks to all the wonderful people creating & posting their gifs! AND THANKS TO Y’ALL FOR LISTENING!

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