Designing the Design Problem

frog
frog Global Innovation firm
Designing the Design Problem
                                                                    David Sherwin
                                                                         26 May 2010




Photo 4598317299 by Nasa Goddard Photo & Video
remix cc license at flickr.com
I have a problem with
how we describe design problems.
Problem (n.):
A question or matter involving
doubt, uncertainty, or difficulty
These are not design problems:

Why aren’t our customers interested
   buying our new product line?

What new services should we create
 to keep up with our competitors?

    How can we avert disasters
       caused by disease?
To answer these questions,
we need to redesign our notion of
 what a problem represents.
Problems are spaces for change
                                  from the real to the ideal.




Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   6
Closed problems
                                   How might we repair a flat tire?
               “A dead man is in a room with 53 bicycles.
                         What happened?”

Work in Progress: Some Thoughts on Design Leadership David Sherwin         © 2010 frog design   April 14, 2010   7
“ W I T H o P e n - e n D e D P ro b l e m s o n e CA n o n ly o f f e r s u g g esT I o n s
                                                         As To H oW T H e P ro b l e m m I g H T b e s o lv e D.”
                                                                          — e DWA r D D e b o n o




                                               Open-ended problems
                                        Design problems (complex)
                             Corporate problems (X-problems)
                                            World problems (wicked)




Work in Progress: Some Thoughts on Design Leadership David Sherwin                                                                     © 2010 frog design   April 14, 2010   8
To l e A r n m o r e A b o u T TAC k l I n g X- P ro b l e m s
                                                    As PA rT o f P ro D u CT & s e rv I C e I n n ovAT I o n , r e A D
                                                  i n n Ovat i O n X by f ro g D es I g n ’s A DA m r I C H A r Ds o n .




                         Corporate problems (X-problems)
                                                                     Automotive
                                                                       mobile
                                                                       music
                                                                     real estate




Work in Progress: Some Thoughts on Design Leadership David Sherwin                                                         © 2010 frog design   April 14, 2010   9
World problems (wicked)
                                                              AIDs epidemic
                                                                 Poverty
                                                                 Hunger
                                                               Peak energy




Work in Progress: Some Thoughts on Design Leadership David Sherwin            © 2010 frog design   April 14, 2010   10
We navigate through
                                        problem spaces to identify
                                         opportunities for positive
                                           change—by design.




Work in Progress: Some Thoughts on Design Leadership David Sherwin    © 2010 frog design   April 14, 2010   11
Example: Project Masiluleke
                                                             frog design, Pop!tech, iTeach,
                                                           Praekelt, Aricent, nokia siemens
                                                          and a number of other collaborators

                                    http://www.frogdesign.com/services/project-masiluleke.html




Work in Progress: Some Thoughts on Design Leadership David Sherwin                               © 2010 frog design   April 14, 2010   12
South Africa hasgreatest burden of HIv / AIDs
                         south Africa has the
                                                the greatest burden
                     of HIV / AIDS in the world. KwaZulu-
                         in the world. kwaZulu-natal province is one of the
                               hardest hit regions in south Africa, with
                     Natal province is infection rate. hardest
                                        a 40%
                                                one of the
                     hit regions in South African.
Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   13
HIV / AIDS has overwhelmed the
                                      healthcare system. 80-90% of hospital
                                           How can we use design to foster
                                      beds are filled with AIDS patients. There
                                          the kind of change that influences
                                      are 7,000 counselors in the entirety of
                                                 this world problem?
                                      South Africa serving 48 million people.
Work in Progress: Some Thoughts on Design Leadership David Sherwin           © 2010 frog design   April 14, 2010   14
1
                                  Put everything you know aside.
                                   Treat your research as data.




Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   15
I n fo r m AT I o n .
o P I n I o n s.
b e l I e fs.
e m oT I o n s.
P oss I b l I T I es.
m e T r I Cs.
I n D I CATo rs.

A l l o f I T I s DATA .




                                                                        DAtA (N): Information output by a sensing
                                                                        device or organ that includes both useful
                                                                        and irrelevant or redundant information
                                                                        and must be processed to be meaningful.


   Work in Progress: Some Thoughts on Design Leadership David Sherwin                                © 2010 frog design   April 14, 2010   16
R E M Ov E E X i st i n g
Pat t E R n s by:

WITHHolDIng
juDgmenT

m A k I n g A m ess                                                     cOMPEtItORS
C o D I n g by T y P e                                                  Directly
o f DATA                                                                competing,
CA l l I n g e v e ry                                                   complementary,         tRENDS
Ass e rT I o n                                                          or comparative         Large-scale
A H y P oT H es I s                                                     actions in markets     societal or market
g I v I n g DATA eq uA l                                                                       forces surfacing
v I s uA l s I Z e
                                                                                               over time
                                          HUMAN BEHAVIOR
                                          the behavior of
                                          people observed
                                          in context                        ORGANIzAtION
                                                                            the “toolbox”
                                                                            of what a client
                                                                            can provide: IP,
                                                                            technologies,
                                                                            labor, culture




   Work in Progress: Some Thoughts on Design Leadership David Sherwin                           © 2010 frog design   April 14, 2010   17
DATA C u l l e D f ro m
f ro g ’s P roj eCT
m As I lu l e k e


                                                                       “How do you deliver
                                                                       information—
                                                                       which is what a
                                                                       diagnosis is—              young men in
                                                                       at the lowest              south Africa
                                                                       possible cost…”            continue to avoid
                                                                       George Whitesides          AIDs testing—
                                                                                                  85% are less
                                         “I don’t want                                            likely to test.
                                         people to see
                                         me standing in
                                         queues. I want
                                         it to be private                    there are 7,000
                                         and secret.”                        AIDS counselors
                                                                             in the entirety
                                                                             of South Africa
                                                                             serving 48 million
                                                                             people.




  Work in Progress: Some Thoughts on Design Leadership David Sherwin                               © 2010 frog design   April 14, 2010   18
live with your research data.
Work in Progress: Some Thoughts on Design Leadership David Sherwin                      © 2010 frog design   April 14, 2010   19
2
                                     Cluster the data into insights,
                                      making new connections.




Work in Progress: Some Thoughts on Design Leadership David Sherwin     © 2010 frog design   April 14, 2010   20
Making insight Happen



    Action steps
    Backburner
    File for reference
b e H A n C e ACT I o n m e T H o D




Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   21
Making insight Happen



    Action steps                                                     Actionable Insight
    Backburner                                                       Indicative Data
    File for reference                                               Dismissed Data
b e H A n C e ACT I o n m e T H o D                                  “ I n s I g H T ACT I o n m e T H o D ”




Work in Progress: Some Thoughts on Design Leadership David Sherwin                            © 2010 frog design   April 14, 2010   22
sy n t H Es i z E t H E data .
b eg I n To C lu sT e r
I n s I g H Ts, s e e I n g
H oW D I f f e r e n T T y P es
o f I n fo r m AT I o n
s P e A k To T H e m es.




  Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   23
e AC H I n s I g H T s H o u l D
b e A s u m m AT I o n —
o n A n e W sT I C ky
n oT e— o f A rA I n b oW
o f DATA P o I n Ts.                                   INSIGHt
                                                       A single sentence
                                                       describing what
                                                       the data indicates.


                                                        x5   x6   x4    x7




   Work in Progress: Some Thoughts on Design Leadership David Sherwin        © 2010 frog design   April 14, 2010   24
“How do you deliver
                               information—
                               which is what a
                               diagnosis is—
                               at the lowest
                                                               young men in
                                                               south Africa
                                                                                   INSIGHt
                               possible cost…”                 continue to avoid
                               George Whitesides
                                                               AIDs testing—       Home testing isn’t
                                                               85% are less
                                                               likely to test.
                                                                                   an isolated event;
    “I don’t want
    people to see                                                                  it’s an entry point.
    me standing in
    queues. I want
    it to be private                 there are 7,000
    and secret.”                     AIDS counselors
                                                                                   x5   x6   x4     x7
                                     in the entirety
                                     of South Africa
                                     serving 48 million
                                     people.




Work in Progress: Some Thoughts on Design Leadership David Sherwin                                © 2010 frog design   April 14, 2010   25
Actionable                                      INSIGHt                 INSIGHt             INSIGHt
    Insight suggests                                Home testing isn’t
    design opportunities                            an isolated event;
    & solveable problems                            it’s an entry point.
                                                   x5     x6    x4    x7




    Indicative                                       x5    x6    x4    x7   x5   x6   x4   x7    x5   x6   x4   x7




    Data establishes &
    legitmatizes focus,
    gives context to
    design problems                                                                             Dismissed
                                                                                                Data saved for
                                                                                                reference, may
                                                                                                be utilized later




Work in Progress: Some Thoughts on Design Leadership David Sherwin                               © 2010 frog design   April 14, 2010   26
be aware of assumptive patterns
 during this process—especially
  if your design solutions must
       live across cultures.
“Myths are patterns which first arise
                                                                      in the mind…
                                                                     Once these patterns have formed something may
                                                                     be found in the environment which justifies them or
                                                                     else they dictate the way the environment is looked
                                                                     at and so achieves a pseudojustification.”

                                                                     —Edward de Bono



Work in Progress: Some Thoughts on Design Leadership David Sherwin                                © 2010 frog design   April 14, 2010   28
3
                              use the insights as a springboard
                               to articulate design problems.




Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   29
?

                                                                      ?                        Problems live
                                                                                                on different
     Organizational
        strategy                                                                              orbits within an
                                                                                  ?
                         Product &
                           service
                                                                                              organization or
                          strategy
                                                                          ?
                                                                                                community.
                                             design
                                            strategy


                                                            tactics           ?
                                                                                          ?



                                                               ?

                                                                                      ?
                                                                      ?




        your problem
           space


Work in Progress: Some Thoughts on Design Leadership David Sherwin                                    © 2010 frog design   April 14, 2010   30
Insight is the
           insight
                                                                         currency required
                                                                          for acceptance
                       Opportunity                                           of a design
                                                                     ?      opportunity.
                                             design
                                            problems


                                                            design
                                                             ideas




        your problem
           space


Work in Progress: Some Thoughts on Design Leadership David Sherwin               © 2010 frog design   April 14, 2010   31
INSIGHt                                          OPPORtUNIty
   Home testing isn’t                               Extend low-cost
   an isolated event;                               testing beyond the
   it’s an entry point.                             diagnosis without
                                                    requiring face-to-
                                                    face counseling.
   x5   x6   x4   x7




Work in Progress: Some Thoughts on Design Leadership David Sherwin       © 2010 frog design   April 14, 2010   32
INSIGHt                                          OPPORtUNIty           IDEAtION QUEStIONS
   Home testing isn’t                               Extend low-cost       How can support services—for either
   an isolated event;                               testing beyond the    positive or negative diagnosis—be provided
   it’s an entry point.                             diagnosis without     outside the health clinic?
                                                    requiring face-to-
                                                                          How can we best provide testing materials
                                                    face counseling.
   x5   x6   x4   x7                                                      to people in their homes?
                                                                          How can these materials be produced
                                                                          in a cost-effective manner?
                                                                          How can materials be easily assembled
                                                                          in market, achieving economies of scale?




                                                                         These are questions that
                                                                         can be answered by design.



Work in Progress: Some Thoughts on Design Leadership David Sherwin                             © 2010 frog design   April 14, 2010   33
1                     2                     3   4   5   6




                         Mobile support services are integrated
                solution: Drive the testing process via mobile phone.
                              throughout the experience.
Work in Progress: Some Thoughts on Design Leadership David Sherwin                   © 2010 frog design   April 14, 2010   34
The package opens easily to reveal simple instructions that rely
               solution: make it simple to understand.
      on minimal literacy. All components of the packaging are used.
Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   35
solution: make it easy to transport and in large
                         The components can be distributed assemble.
                       volumes to rapidly achieve economies of scale.
Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   36
then:
                     Test your design problems with a set
                    of potential design solutions to ensure
                       they will create desired change.




Maximum Length Client Name   Maximum Length Project Name   24 september 2007 © 2007 frog design. client confidential.   37
“I think they would
Title                                                                     this kind of test. P
                                                                          so afraid to go to t
                                                                     “I think they would love
                                                                     this We would like to h
                                                                          kind of test. People are
                                                                     so afraid to go to the clinic.
                                                                          test instead.”
                                                                     We would like to have this
                                                                     test instead.”

                                                                     “It is“It is important, and this sy
                                                                            important, and this
                                                                     system can be because people ar
                                                                           be easy, easy, because
                                                                     people are afraid, but everyone
                                                                           everyone needs to know th
                                                                     needs to know their status.”

                                                                         “We are all looking
                                                                     “We are all looking forward
                                                                     to them! you need to hurry
                                                                         to them! You need
                                                                     up and get them out, so I don’t
                                                                     have to see my other friends die.”

                                                                     “you’re very late.get them o
                                                                         up and I’ve watched
                                                                         don’t have to see m
                                                                     so many of my friends die,
                                                                     because they are too
                                                                     scared to go to thedie.”
                                                                         friends clinic.”
                                                                         “You’re very late. I’ve watch
                                                                         of my friends die, because
Work in Progress: Some Thoughts on Design Leadership David Sherwin                 © 2010 frog design   April 14, 2010   38
A f eW PA rT I n g T H o u g H Ts A b o u T P ro b l e m s :




                                               Well-stated design
                                            problems always suggest
                                               related problems.




Work in Progress: Some Thoughts on Design Leadership David Sherwin                                                    © 2010 frog design   April 14, 2010   39
MXShare Testing Assets: Concept Storyboard Xs H A r e P ro D u CT I n k e n yA :
                                            m ov I rT u / m
              Used by the frog research team to explain sysT e mto users b o r roW I n g P H o n es
                                                    A the concept fo r                                W I T H P r e PA I D m I n u T es
              Ideally used by theMovirtu small business owner to explain the concept to customers.




        Problem: A similar testing solution may not be as effective
                                                               3
              Movirtu Contextual Inquiry and Design Recommendations



              in a country with fewer mobile device users.
              © 2010 frog design. Confidential & proprietary.




Work in Progress: Some Thoughts on Design Leadership David Sherwin                                                                        © 2010 frog design   April 14, 2010   40
Title




                                           Accept that there is never
                                             a perfect solution to
                                             any design problem.




Work in Progress: Some Thoughts on Design Leadership David Sherwin      © 2010 frog design   April 14, 2010   41
Title




                                       understand that people are
                                         unsolvable problems.




Work in Progress: Some Thoughts on Design Leadership David Sherwin   © 2010 frog design   April 14, 2010   42
David Sherwin
email: david.sherwin@frogdesign.com
web: http://frogdesign.com
blog: http://changeorder.typepad.com
twitter: @changeorder
1 of 43

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Designing the Design Problem

  • 1. Designing the Design Problem David Sherwin 26 May 2010 Photo 4598317299 by Nasa Goddard Photo & Video remix cc license at flickr.com
  • 2. I have a problem with how we describe design problems.
  • 3. Problem (n.): A question or matter involving doubt, uncertainty, or difficulty
  • 4. These are not design problems: Why aren’t our customers interested buying our new product line? What new services should we create to keep up with our competitors? How can we avert disasters caused by disease?
  • 5. To answer these questions, we need to redesign our notion of what a problem represents.
  • 6. Problems are spaces for change from the real to the ideal. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 6
  • 7. Closed problems How might we repair a flat tire? “A dead man is in a room with 53 bicycles. What happened?” Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 7
  • 8. “ W I T H o P e n - e n D e D P ro b l e m s o n e CA n o n ly o f f e r s u g g esT I o n s As To H oW T H e P ro b l e m m I g H T b e s o lv e D.” — e DWA r D D e b o n o Open-ended problems Design problems (complex) Corporate problems (X-problems) World problems (wicked) Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 8
  • 9. To l e A r n m o r e A b o u T TAC k l I n g X- P ro b l e m s As PA rT o f P ro D u CT & s e rv I C e I n n ovAT I o n , r e A D i n n Ovat i O n X by f ro g D es I g n ’s A DA m r I C H A r Ds o n . Corporate problems (X-problems) Automotive mobile music real estate Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 9
  • 10. World problems (wicked) AIDs epidemic Poverty Hunger Peak energy Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 10
  • 11. We navigate through problem spaces to identify opportunities for positive change—by design. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 11
  • 12. Example: Project Masiluleke frog design, Pop!tech, iTeach, Praekelt, Aricent, nokia siemens and a number of other collaborators http://www.frogdesign.com/services/project-masiluleke.html Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 12
  • 13. South Africa hasgreatest burden of HIv / AIDs south Africa has the the greatest burden of HIV / AIDS in the world. KwaZulu- in the world. kwaZulu-natal province is one of the hardest hit regions in south Africa, with Natal province is infection rate. hardest a 40% one of the hit regions in South African. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 13
  • 14. HIV / AIDS has overwhelmed the healthcare system. 80-90% of hospital How can we use design to foster beds are filled with AIDS patients. There the kind of change that influences are 7,000 counselors in the entirety of this world problem? South Africa serving 48 million people. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 14
  • 15. 1 Put everything you know aside. Treat your research as data. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 15
  • 16. I n fo r m AT I o n . o P I n I o n s. b e l I e fs. e m oT I o n s. P oss I b l I T I es. m e T r I Cs. I n D I CATo rs. A l l o f I T I s DATA . DAtA (N): Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 16
  • 17. R E M Ov E E X i st i n g Pat t E R n s by: WITHHolDIng juDgmenT m A k I n g A m ess cOMPEtItORS C o D I n g by T y P e Directly o f DATA competing, CA l l I n g e v e ry complementary, tRENDS Ass e rT I o n or comparative Large-scale A H y P oT H es I s actions in markets societal or market g I v I n g DATA eq uA l forces surfacing v I s uA l s I Z e over time HUMAN BEHAVIOR the behavior of people observed in context ORGANIzAtION the “toolbox” of what a client can provide: IP, technologies, labor, culture Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 17
  • 18. DATA C u l l e D f ro m f ro g ’s P roj eCT m As I lu l e k e “How do you deliver information— which is what a diagnosis is— young men in at the lowest south Africa possible cost…” continue to avoid George Whitesides AIDs testing— 85% are less “I don’t want likely to test. people to see me standing in queues. I want it to be private there are 7,000 and secret.” AIDS counselors in the entirety of South Africa serving 48 million people. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 18
  • 19. live with your research data. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 19
  • 20. 2 Cluster the data into insights, making new connections. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 20
  • 21. Making insight Happen Action steps Backburner File for reference b e H A n C e ACT I o n m e T H o D Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 21
  • 22. Making insight Happen Action steps Actionable Insight Backburner Indicative Data File for reference Dismissed Data b e H A n C e ACT I o n m e T H o D “ I n s I g H T ACT I o n m e T H o D ” Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 22
  • 23. sy n t H Es i z E t H E data . b eg I n To C lu sT e r I n s I g H Ts, s e e I n g H oW D I f f e r e n T T y P es o f I n fo r m AT I o n s P e A k To T H e m es. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 23
  • 24. e AC H I n s I g H T s H o u l D b e A s u m m AT I o n — o n A n e W sT I C ky n oT e— o f A rA I n b oW o f DATA P o I n Ts. INSIGHt A single sentence describing what the data indicates. x5 x6 x4 x7 Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 24
  • 25. “How do you deliver information— which is what a diagnosis is— at the lowest young men in south Africa INSIGHt possible cost…” continue to avoid George Whitesides AIDs testing— Home testing isn’t 85% are less likely to test. an isolated event; “I don’t want people to see it’s an entry point. me standing in queues. I want it to be private there are 7,000 and secret.” AIDS counselors x5 x6 x4 x7 in the entirety of South Africa serving 48 million people. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 25
  • 26. Actionable INSIGHt INSIGHt INSIGHt Insight suggests Home testing isn’t design opportunities an isolated event; & solveable problems it’s an entry point. x5 x6 x4 x7 Indicative x5 x6 x4 x7 x5 x6 x4 x7 x5 x6 x4 x7 Data establishes & legitmatizes focus, gives context to design problems Dismissed Data saved for reference, may be utilized later Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 26
  • 27. be aware of assumptive patterns during this process—especially if your design solutions must live across cultures.
  • 28. “Myths are patterns which first arise in the mind… Once these patterns have formed something may be found in the environment which justifies them or else they dictate the way the environment is looked at and so achieves a pseudojustification.” —Edward de Bono Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 28
  • 29. 3 use the insights as a springboard to articulate design problems. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 29
  • 30. ? ? Problems live on different Organizational strategy orbits within an ? Product & service organization or strategy ? community. design strategy tactics ? ? ? ? ? your problem space Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 30
  • 31. Insight is the insight currency required for acceptance Opportunity of a design ? opportunity. design problems design ideas your problem space Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 31
  • 32. INSIGHt OPPORtUNIty Home testing isn’t Extend low-cost an isolated event; testing beyond the it’s an entry point. diagnosis without requiring face-to- face counseling. x5 x6 x4 x7 Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 32
  • 33. INSIGHt OPPORtUNIty IDEAtION QUEStIONS Home testing isn’t Extend low-cost How can support services—for either an isolated event; testing beyond the positive or negative diagnosis—be provided it’s an entry point. diagnosis without outside the health clinic? requiring face-to- How can we best provide testing materials face counseling. x5 x6 x4 x7 to people in their homes? How can these materials be produced in a cost-effective manner? How can materials be easily assembled in market, achieving economies of scale? These are questions that can be answered by design. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 33
  • 34. 1 2 3 4 5 6 Mobile support services are integrated solution: Drive the testing process via mobile phone. throughout the experience. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 34
  • 35. The package opens easily to reveal simple instructions that rely solution: make it simple to understand. on minimal literacy. All components of the packaging are used. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 35
  • 36. solution: make it easy to transport and in large The components can be distributed assemble. volumes to rapidly achieve economies of scale. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 36
  • 37. then: Test your design problems with a set of potential design solutions to ensure they will create desired change. Maximum Length Client Name Maximum Length Project Name 24 september 2007 © 2007 frog design. client confidential. 37
  • 38. “I think they would Title this kind of test. P so afraid to go to t “I think they would love this We would like to h kind of test. People are so afraid to go to the clinic. test instead.” We would like to have this test instead.” “It is“It is important, and this sy important, and this system can be because people ar be easy, easy, because people are afraid, but everyone everyone needs to know th needs to know their status.” “We are all looking “We are all looking forward to them! you need to hurry to them! You need up and get them out, so I don’t have to see my other friends die.” “you’re very late.get them o up and I’ve watched don’t have to see m so many of my friends die, because they are too scared to go to thedie.” friends clinic.” “You’re very late. I’ve watch of my friends die, because Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 38
  • 39. A f eW PA rT I n g T H o u g H Ts A b o u T P ro b l e m s : Well-stated design problems always suggest related problems. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 39
  • 40. MXShare Testing Assets: Concept Storyboard Xs H A r e P ro D u CT I n k e n yA : m ov I rT u / m Used by the frog research team to explain sysT e mto users b o r roW I n g P H o n es A the concept fo r W I T H P r e PA I D m I n u T es Ideally used by theMovirtu small business owner to explain the concept to customers. Problem: A similar testing solution may not be as effective 3 Movirtu Contextual Inquiry and Design Recommendations in a country with fewer mobile device users. © 2010 frog design. Confidential & proprietary. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 40
  • 41. Title Accept that there is never a perfect solution to any design problem. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 41
  • 42. Title understand that people are unsolvable problems. Work in Progress: Some Thoughts on Design Leadership David Sherwin © 2010 frog design April 14, 2010 42
  • 43. David Sherwin email: david.sherwin@frogdesign.com web: http://frogdesign.com blog: http://changeorder.typepad.com twitter: @changeorder