David Kelley: How to build your creative confidence

Design Thinking
Ivy Guo
Stanford University

What is Design Thinking?

Process!

Any Difference?

human-Centered
Fast prototyping
Iteration

5 steps
Linear?
Not necessarily
>

WHAT is the
~
mode?
Empathy is the foundation of a
human-centered design process ~
- Observe
View users and their behavior in
the context of their lives
- Engage
Interact with and interview users
through both scheduled and short
‘intercept’ encounters
- Immerse
Experience what your user experiences

Observe!
Give them what they need, not what they want
Pay attention to emotional touches
Record it!
What How Why

Interview!

-
-
-
-
-
-
-
Prepare yourself
Introduction
Kickoff
Build Trust
Grand Tour
Reflection
Wrap-Up

Traveling ? Interests?

WHAT is the
mode?
unpack and synthesize your empathy findings
～ into compelling needs and insights, and scope a ～
specific and meaningful challenge
- POV
Point of View. Provides focus and
frames the problem
Inspires your team
- How Might We
- How Might We

POV
User + Need + Insight = Point of View
(who) NEEDS TO (verb) B/C (insight)
- Saturation
Put up post-its, pictures and other
artifacts that express the stories you heard
and saw in your observations
- Mapping
Lay out maps of relevant places or times
that you can identify the stories with.
E.g. Empathy Map.
- Grouping
Find common themes among your stories

How Might We
Smaller actionable pieces

WHAT is the
mode?
Ideate is the mode during your design process
～
～
in which you focus on idea generation
- Brainstorming
The intention of brainstorming is to
leverage the collective thinking of
the group, by engaging with each
other, listening, and building on
other ideas.

Brainstorming RULES
- Defer judgment
- Encourage wild ideas
- Build on the ideas of others
- Go for volume
- One conversation at a time
- Headline

-
-
-
-
Prepare yourself
Write fast & be visual
Use humor and be playful
Monitor and lead the
productivity of the brainstorm
- Know when to stop

WHAT is the
mode?
Prototyping is getting ideas and explorations
～
～
out of your head and into the physical world
- Empathy gaining
deepen your understanding of the design
space and your user, even at a presolution phase of your project
- Exploration
- Testing
- Inspiration
Inspire others (teammates, clients,
customers, investors) by showing your
vision

Prototyping for Elmo's Monster Maker iPhone App
Keynote prototype

WHAT is the
mode?
Testing is the chance to refine our solutions
～
～
and make them better
- Refine prototypes and
solutions
- Learn more about users
- Test and refine POV

Testing with Users

Reflection
- I LIKE
- I WISH
- WHAT IF

Nolan's Cheddar Commercial Mouse

Thank you!
Ivy Guo
2013.5.31
Weibo: 洛真如
illinoisivyguo@gmail.com