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Design Thinking: Alignment Activities to Ensure Project Success

Let’s face it: Website projects can no longer be defined by a boilerplate process. Evolving your website along with your organization can drive participation among all of your users: Staff, volunteers, donors, the board, and constituents. Driven by the buzzy “design thinking,” we can use a more nuanced approach that thinks of your end user first, and powers far-reaching results for your website projects. So how do you bring design thinking into your organization? From leading brainstorming meetings that are actually useful, to getting real-world feedback and buy-in from IT and other stakeholders, we’ll review common and uncommon methods and their outcomes.

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Design Thinking: Alignment Activities to Ensure Project Success

  1. 1. Design Thinking: ALIGNMENT ACTIVITIES TO ENSURE PROJECT SUCCESS Lisa Ghisolf • Gizmo Creative Factory, Inc. @gizmodesign • #ntcwpday
  2. 2. Lisa Ghisolf • @gizmodesign • #ntcwpday What is design thinking? “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” — Tim Brown, CEO of IDEO
  3. 3. Lisa Ghisolf • @gizmodesign • #ntcwpday Break it down…
  4. 4. Lisa Ghisolf • @gizmodesign • #ntcwpday Empathy map Source: IBM
  5. 5. Lisa Ghisolf • @gizmodesign • #ntcwpday Source: TICbeat
  6. 6. Lisa Ghisolf • @gizmodesign • #ntcwpday Ask the questions ■ How do they think about their fears and hopes? ■ What do they hear when other people talk about your organization/its website? ■ What do they see when they use your website? What is the environment? ■ What do they say or feel when using your website, whether in private or public? ■ What are their pain points when using your website? ■ Is this a positive or a painful experience for them? ■ What does a typical day look like in their world? ■ Do they hear positive feedback about your organization from external sources? ■ What do they hope to gain from using your website? ■ Has your user repeated quotes or defining words? ■ Example: Donating blood… What does it represent? What is embedded in the act of donating? What can be donated and what cannot? Where does it come from? (Questions via Copyblogger, Quora)
  7. 7. Lisa Ghisolf • @gizmodesign • #ntcwpday Supporter or donor “customer journey" ■ How do they interact with the org and how do they feel during these interactions? ■ Sample findings from MSF Canada: – The communications Carla (donor) receives after her first gift have included a thank-you call, welcome package, personal email, 2016 annual appeal, requests to sign petitions, bi-annual newsletters and holiday solicitations. – Feels noticed, appreciated and made to feel as though she is having an impact – House mailing stream, limited personalized messaging, and being made to feel as though the organization wants another gift quickly were seen as negatives. – Strategies gleaned from the exercise include more new-donor-appropriate communications, leveraging constituent relationship management (CRM) data to create better segmentation, sending thank-you videos from the field and increasing opportunities for engagement — including telephone town hall meetings and invitations to documentary screenings and other events. Source: http://www.thenonprofittimes.com/news- articles/map-donors-giving-journey/
  8. 8. Lisa Ghisolf • @gizmodesign • #ntcwpday Source: https://boagworld.com/usability/customer-journey-mappin
  9. 9. Lisa Ghisolf • @gizmodesign • #ntcwpday “Rather than beginning with shiny new technology, we start by trying to establish deep, personal empathy with our users to determine their needs and wants. We must fill in two blanks: our users need a better way to ___ BECAUSE ___. The because portion is a big deal.” –Dr. James Patell, stanford d.School source: CNN
  10. 10. Lisa Ghisolf • @gizmodesign • #ntcwpday As-is scenario map Example scenario: Priyanka Chaurasia, Coroflot
  11. 11. Lisa Ghisolf • @gizmodesign • #ntcwpday As-is scenario map Example scenario: Priyanka Chaurasia, Coroflot
  12. 12. Lisa Ghisolf • @gizmodesign • #ntcwpday As-is scenario map
  13. 13. Lisa Ghisolf • @gizmodesign • #ntcwpday As-is scenario map
  14. 14. Lisa Ghisolf • @gizmodesign • #ntcwpday Ideate ■ Have a clear goal ■ Diversity matters ■ Don't shoot down ideas ■ Question your assumptions ■ No negativity, no teasing for crazy ideas ■ Put lots of ideas on the table— no matter how silly ■ Start with problem statements ■ Make sure you record all ideas ■ Revisit ■ HOW MIGHT WE…
  15. 15. Lisa Ghisolf • @gizmodesign • #ntcwpday Atmosphere ■ Dschool has 2 Spotify lists to aid: dschool.stanford.edu/resourc es/two-playlists-for-classroom- use ■ Make an engaging space (catalystranchmeetings.com)
  16. 16. Lisa Ghisolf • @gizmodesign • #ntcwpday Improv 1.Yes, AND… 2.Alphabet 3.Sound ball 4.Machine 5.Freeze 6.Body movement evolution
  17. 17. Lisa Ghisolf • @gizmodesign • #ntcwpday Activities ■ Love letters ■ Card sorting (navigation, emotions, goals) ■ Rose / Bud / Thorn ■ Competitors/complementors map (audience type, personality traits, value propositions, features and capabilities) – Social/Solo vs. Modern/Traditional – Frequent/Infrequent Usage vs. Intimate/Distant User Relationship – Many/Few Users vs. Older/Younger Users – High/Low Revenue vs. High/Low Market Share – Ease/Difficulty of Use vs. Many/Few Features – Market Disruptor/Moderate vs. High/Low Profitability ■ http://gamestorming.com/
  18. 18. Lisa Ghisolf • @gizmodesign • #ntcwpday Design kit travel pack www.kickstarter.com/projects/581125890/design-kit-travel-pack
  19. 19. Lisa Ghisolf • @gizmodesign • #ntcwpday “Have the mindset of testing to learn, not testing to validate. This is where many people get tripped up; they try to perfect the idea rather than use a low-fidelity prototype to learn from people.” —Brendan Boyle, founder of IDEO Toy Lab
  20. 20. Lisa Ghisolf • @gizmodesign • #ntcwpday Prototyping ■ As simple as wireframes (gomockingbird.com), or a sketch/paper ■ Or a coded prototype (framer.com, invisionapp.com)
  21. 21. Lisa Ghisolf • @gizmodesign • #ntcwpday User testing ■ feedbacktools.org/ ■ usertest.io/ ■ uxcam.com/ ■ usabilityhub.com/ ■ brutalteardowns.com/
  22. 22. Lisa Ghisolf • @gizmodesign • #ntcwpday Resources ■ dschool.stanford.edu/resources/the-bootcamp-bootleg ■ www.kickstarter.com/projects/581125890/design-kit- travel-pack
  23. 23. Lisa Ghisolf • @gizmodesign • #ntcwpday Thank you! Lisa Ghisolf lisa@gizmo-design.com @gizmodesign slideshare.com/gizmodeign

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