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Design Thinking and Lean UX

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From insight to idea, to implementation.
Design Thinking helps us create value-driven innovation.
Lean UX secures success through testing and iterations.
These key ingredients make up a winning combination.

Lillian Ayla Ersoy, BEKK

Published in: Design
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Design Thinking and Lean UX

  1. 1. From insight to idea, to implementation Design Thinking & Lean UX
  2. 2. Grew up acting, dancing & painting. Studied business & visual communication. Desperately needed to escape the midwest, USA and find my roots back in Norway. Start working as a graphic designer in 2005, and move to Norway in 2006. Spend the first 7 years designing from the brief, and the next 4 years forming it.
  3. 3. What is Design Thinking?
  4. 4. In short, design thinking converts needs into demand. It’s a human-centered approach to problem solving that helps people and organizations become more innovative and creative. —Tim Brown, CEO IDEO www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99
  5. 5. Illustration: Linda Halvorsen, BEKK
  6. 6. “If I had asked people what they wanted, they would have said faster horses.” ― Henry Ford
  7. 7. Improve the current product or . . . prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg
  8. 8. Make the right product! engadget.com/2015/06/30/apple-music-uk-explainer/
  9. 9. Human-centered Co-creative Holistic Empathetic Iterative Daring Innovative 7CHARACTERISTICS
  10. 10. DESIRABLE (human) FEASABLE (technical) VIABLE (business) VALUE-DRIVEN 
 SERVICES
  11. 11. FIRST STEP: GAIN INSIGHT
  12. 12. “Insight & analysis is half information and half inspiration.” - Linda Halvorsen, BEKK
  13. 13. The prepared mind comes from insight "After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is a catalyst — a chance observation—which triggers the insights that build on each other. In this mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at the same time so that they can be combined in novel ways. When the combination happens, there is a sequence of insights and then the Aha! experience of discovery." - Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.
  14. 14. EMPATHY We need to put ourselves in other people’s shoes. Truly understand their needs and motivations.
  15. 15. Book: This is Service Design Thinking
  16. 16. Support Product Development Marketing Strategy Design Thinking = Co-creation Design Consumer needs
  17. 17. Design Thinking in practice Experiences from Posten Norge
  18. 18. 175 838 62 430 31 733 111 736 136 961 01.01.12 01.01.13 01.01.14 01.01.15 26.06.15 Registrations per year: private sector Marketing campaigns Letter sent to residents in Norway Public Sector joins Digipost App-redesign Improved registration Redesign digipost.no UX FOKUSUX FOCUS
  19. 19. THE CHALLENGE: How do we create a two-way communication 
 system that puts our consumers in the drivers seat?
  20. 20. IMPACT MAPPING Why are we doing this = business goals. Who will be impacted by it = actors. What are the actor’s needs = impact. What are the features that meet these needs = deliverables.
  21. 21. Business goal WHY: S.M.A.R.T. goals Actor Actor WHO:
 Primary actors Secondary actors “Off-stage” actors Deliverable Deliverable Deliverable Deliverable Deliverable Deliverable WHAT: High level deliverables (Epics) Impact Impact Impact Impact HOW: What an actor 
 wishes to accomplish
  22. 22. Business goal Digitalize papir mail and increase digital communication. Actor Doctor Private practice Small business Impact Simple, secure and effective communication with my clients. Deliverable An interface that allows me to compose dynamic letters that can be filled out by the recipient.
  23. 23. This is where Lean UX comes into the equation.
  24. 24. http://asinthecity.com/2011/11/04/the-recipe-for-agile-ux-success/
  25. 25. Think Make Check THE LEAN UX DESIGN PROCESS Iterate
  26. 26. FORSTÅELSE TESTE LØSNINGSFORSLAG EGENSKAPER SKAPE LÆRE Think Make Check
  27. 27. 60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used. http://www.leanstartupcircle.com/links/128
  28. 28. USER CENTERED HYPOTHISES TESTING I have an idea! Ah, this is how they experience it!
  29. 29. ASSUMPTION HYPOTHESIS EXPERIMENT PROOF Our consumers need this feature We assume people need this because . . . Design and test Results: Value +/-
  30. 30. MVP: Minimum Viable Product A product built from the smallest set of features 
 that delivers customer value. http://www.leanstartupcircle.com/links/128 Lovable
  31. 31. EMOTIONAL INTUITIVE USEFUL DESIRABLE!
  32. 32. http://www.leanstartupcircle.com/links/128 Story mapping Primary goal: Create a two-way communication channel for sending and receiving sensitive information. Login Compose Step 3 Step 4
  33. 33. Epic = high level user story aka the voice of the human using your product Who + The task + The value
  34. 34. Epic High level user story Who: A doctor or small business owner Compose a dynamic letter so that it can be filled out by the recipient. User stories when you break down the epic Can write and stylize text Can create a customized dynamic form module Can upload their contacts Can get a confirmation that the letter is sent
  35. 35. Product Backlog Ready to pull Prioritized user stories Epic User story Technical task Bug DoingAnalysis Test Launch
  36. 36. Design Thinking Lean UX Agile DirectionConcept DESIGN THINKING/ LEAN UX ROADMAP Clear needs Research Observation Prioritize insight Brainstorm concepts Hypothesis EXPERIMENT 
 & ANALYSE LEARN BUILD MEASURE
  37. 37. Done is never done. Just launch.
  38. 38. Then improve through feedback.
  39. 39. 0 3 6 9 12 0 % 25 % 50 % 75 % 100 % Test participants Usabilityproblemsfound 5 tests lets you find almost as many problems as you will find using more test participants. Source: Nielson Norman Group http://thenextweb.com/creativity/2015/04/27/user-testing-explained/
  40. 40. User Tests Test Guerilla Testing
  41. 41. Interviews
  42. 42. Surveys & Beta testing
  43. 43. Analytics, Event Tracking & A/B testing
  44. 44. Retrospective and reflection
  45. 45. Hangouts for Entrepreneurs: 
 Lean Startup Meets Design Thinking in 10 Minutes
  46. 46. To conclude . . .
  47. 47. UNSEEN SEEN
  48. 48. Design thinking is about creating a VOICE that communicates needs loud and clear, 
 so that CHANGE can happen. — Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK
  49. 49. LEAN UX is about testing your service early, so that you discover failures and achieve SUCCESS. — Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK
  50. 50. Ask yourself, 
 is the brief I am working on, 
 the real problem we need to be solving? Should we be making the product right or making the right product?
  51. 51. Thanks! Tweets @lillaylaux slideshare.com/lillayla

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