Design Toolkit AnalysisSERV753 / Service, Innovation & EnterprisesRich Ekelman, Lou Fink, Lauren Peters, Lindsay Vetell / Professor Robert Bau - Winter 2013
Review and analyze ten toolkits for designthinkers & service designers:TOOLKITS Blue Ocean Strategy (BO) Business Model Generation (BMG) Human Centered Design (HCD) This Is Service Design Thinking (TSD) Gamestorming (GS) Design For Growth (DG) Design For Intent (DI) ServiceDesignTools.Org (SDT) 101 Design Methods (DM) Double Diamond (DD)
Initial Group Discussion• Who uses these toolkits?• What are the factors of a successful toolkit?• What was the author’s intended use for each?
Toolkit Bi-Polar Opposites BO HCD GS DI DM BMG SDT DG TSD DDIntended Use Toolkit OutcomeSimple Complex Optimization TransformationConvergent DivergentCreating Collecting Innovation Incremental changeLinear Thinking Lateral Thinking Business Context Community ContextNovice User Expert UserPassive Active
Segmentation Grid v1.0How does each tool influence the entirety of its Toolkit?Rating System 0-3 / 0 - No influence, 1 - Minimal Influence, 2 - Medium Influence, 3 - High Influence
Spider Diagrams v1.0 BO HCD GS DI DM BMG SDT DG TSD DDWHO IS THE TOOLKIT’S INTENDED AUDIENCE?Researchers Laymen Researchers Laymen Researchers Laymen Researchers LaymenBusiness Creative Business Creative Business Creative Business CreativeCorps Consultancies Corps Consultancies Corps Consultancies Corps Consultancies Government Non-Profit Government Non-Profit Government Non-Profit Government Non-Profit Agencies Organization Agencies Organization Agencies Organization Agencies OrganizationResearchers Laymen Researchers Laymen Researchers Laymen Researchers LaymenBusiness Creative Business Creative Business Creative Business CreativeCorps Consultancies Corps Consultancies Corps Consultancies Corps Consultancies Government Non-Profit Government Non-Profit Government Non-Profit Government Non-Profit Agencies Organization Agencies Organization Agencies Organization Agencies Organization Researchers Laymen Researchers Laymen Business Creative Business Creative Corps Consultancies Corps Consultancies Government Non-Profit Government Non-Profit Agencies Organization Agencies Organization
2x2 Positioning Maps BO HCD GS DI DM BMG SDT DG TSD DD What to expect beforehand: What to expect while using: Facilitated Flexible process useIntuitive Learned Passive Activeeasy to use needs prior engagement engagement knowledge Unbound Rigid process use
Spider Diagrams v2.0 BO HCD GS DI DM BMG SDT DG TSD DDCREATIVE BUSINESS CREATIVE BUSINESS AGENCY CLIENT AGENCY CLIENT Strategist PROJECT Strategist Analyst Analyst tools Project Project Project Project Manager Manager Manager Manager Design Design Operations Operations Lead Lead Manager Manager MAPPING tools RESEARCH tools Strategist Analyst Strategist Analyst Project Project Project Project Manager Manager Manager Manager Design Operations Design Operations Lead Manager Lead Manager
Segmentation Grid v2.0 BO HCD GS DI DM BMG SDT DG TSD DD MOST TOOLKITS CONTAINED 12 TYPES OF TOOLS OBSERVATIONAL GENERATIVE ATTITUDINAL STORYTELLING VIZUALIZATION REFRAMING METRIC & TEAM BUILDING PROTOTYPING FUTURE SYNTHESIS/ IMPLEMENTATION RESEARCH RESEARCH RESEARCH & MAPPING EVALUATION & PROJECT & TESTING ENVISIONING/ CONVERGENCE MANAGEMENT TREND Double 16 Total Tools Diamond 6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0% This is Service 34 Total Tools Design 21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0% Design 23 Total ToolsFor Growth 13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9% Service Design 56 Total Tools Tools 7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36% Business Model 44 Total ToolsGeneration 2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9% 101 design 98 Total Tools methods 7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12% Design For 102 Total Tools Intent 25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0% Game 88 Total Tools storming 0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8% Human Centered 54 Total Tools Design 5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24% Blue Ocean 15 Total Tools 0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%
Toolkit Pros vs Cons HUMAN CENTERED SERVICE DESIGN DESIGN FOR INTENT BLUE OCEAN STRATEGY DESIGN FOR GROWTH DESIGN TOOLS.ORGPros Cons Pros Cons Pros Cons Pros Cons Pros ConsGood tools for Lacks project Vast amounts Lacks a larger Many No Excellent for Does not offer Builds Lacks abuilding management of conditional structure from accessible overarching discovering a means to understanding means ofempathy, tools test methods. which to build ways to tell structure. new business prototype and and context recognizingcontext and off of visual stories. opportunities test concepts. that informs and analyzingunderstanding. Does not offer Accounts for observations & Lacks the and reframing the design trends. a means of ways to conditional Great ability to existing Lacks a process.Easy to measuring discreetly test tests. visualization manage a businesses, means to Is a very linearunderstand trends that which factors tools for all process. products, and implement a Provides many process thatvisualization could effect make the Many tools are levels of processes. radical new ways to to requires steptools. their design in greatest too open to design. Does not offer innovation. visualize by step the future. impact in a interpretation. metrics for Good project iterative developments.Focused users Offers many evaluation. management concepts.implementing Lacks the experience. tools for Hi to tools.a design. ability to be Lo-Fi Provides generative in Prototyping. Project its research. Management tools. BUSINESS MODEL 101 DESIGN METHODS GAMESTORMING DOUBLE DIAMOND TISDT GENERATIONPros Cons Pros Cons Pros Cons Pros Cons Pros ConsProvides easy Lacks a Strong Lacks Strong project Lacks the Offers a wide Does not offer Very adaptive Completelyto understand method for methods for contextual management ability to array of tools. an over toolkit that offers lacks a metrictools for transformative teambuilding research tools. abilities. account for arching many ways to for conceptvisualization reframing. trends. Great as a methodology. innovate from evaluation.and mapping Offers many Prototyping Creates very reference trends,process and Offers a great tools that allow and testing defined stages Does not book. Lacks metrics generativeinsights. deal of tools, a business methods are with ability to demonstrate a for process research, and but does not audience to minimal. remove the means for Provides many evaluation. reframing aOffers many suggest an work "Fuzzy" front implementatio techniques for problem.tools for overarching differently as a end of design. n or observational Does notsynthesizing system in creative team. storytelling. research. criticize or Able tosolutions via which to use Accessible. praise any breakdown aanalyzing them. tools offered. very complexresearch organization.insights.
Reflection• By trial and error, we were able to determine the best methods of analyzing the toolkits.• Understanding the toolkit in context changed the meaning and values of each.• Surprisingly, several toolkits were not created for a designer audience.• We are now able to view each toolkit objectively and realize the macro to micro uses.
Thank you!SERV753 / Service, Innovation & EnterprisesRich Ekelman, Lou Fink, Lauren Peters, Lindsay Vetell / Professor Robert Bau - Winter 2013