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Design Thinking 101
Setting the Stage

Brainstorming is an…



    $13,500 monthly process
                 …not an innovative strategy




Innovation is key to being competitive
The Innovation Issue
 Let’s get social
    800 million Facebook users    300 million Twitter users

            80% of all Americans use Social Media

     3.5 billion pieces of content shared daily on Facebook

1.4 million new blog posts 35 hours of new video every minute

      Over $3 billion spent on advertising on social platforms

            Engagement and innovation are key
What is Design Thinking?

Design Thinking (/dəˈzīn /ˈ
                       / THiNGkiNG/)

       Design Thinking refers to the methods and processes for
investigating ill-defined problems, acquiring information, analyzing
    knowledge, and positing solutions in the design and planning
 fields. As a style of thinking, it is generally considered the ability to
  combine empathy for the context of a problem, creativity in the
generation of insights and solutions, and rationality to analyze and
                        fit solutions to the context.


  Human Centered Design Method

  Visually Focused
d.Mindsets
d.Mindsets
The Process
Empathize
Empathy is the foundation of a human-centered design process.
• Observe
• Engage
• Immerse

Understand the audience - the problems we are trying to solve
aren’t our own.

Find (or create if necessary) experiences to immerse yourself to
better understand the situation that your users are in, and for which
you are designing.

How can we empathize with our clients since we don’t directly
interact with the audience?
Define
Define Goals
• Develop a deeper understanding of your audience and design
  space
• Come up with an actionable problem statement (your POV)

Scope a specific/meaningful challenge by unpacking and
synthesizing empathy findings.

Your POV needs to be a guiding statement that focuses on specific
users, needs and insights.

The problem statement should inspire the team, provide a reference
for completion, fuel “how might we” statements, and not be all
things to all people.


This should be the question posed to the team by the strategist.
Ideate
Take the problem statement defined by the strategy team and start
exploring solutions.

Goal:
Explore a wide solution space – develop many diverse ideas.

“Flare” don’t focus.

Create fluency (volume) and flexibility (variety) in your innovation
options.

Drive the team beyond obvious solutions in the initial small team
brainstorms – don’t feel like you have to develop the final
product/solution/strategy.
Prototype

Prototyping is getting ideas and explorations out of your head and
into the physical world. The process allows you to quickly
investigate many possibilities. Prototypes are most successful when
you can interact with or experience them.

It could be a wall of post-it notes, a roll-playing activity, an object
or even a storyboard.

Bring prototypes to the big team meetings – something visual will
help develop ideas into solutions.

After an idea is presented – the team takes a few minutes to focus
it.
Test

Refine solutions and make them better. Place the ideas generated
in the context of the user’s life.

Prototype as if you know your right, but test as if you know you’re
wrong.

The strategist should take ideas generated from the team and find
ways to test them with the client. What are some ways we can test
since we don’t always have direct access to our end users?
Brainstorming

1. Pick a Facilitator – one person from the strategy team
    • Energy – keep the ideas flowing, tweak the scope
    • Constraints – add constraints to spark new ideas
2. Flare - Focus 15-30 minutes of high engagement idea flaring
    • Quantity over quality
    • Headline!
    • Build on the ideas of others
    • Encourage wild ideas
    • Be visual
    • Stay on topic
    • Defer judgment – NO blocking
3. Scribe – Write ALL ideas (use post-it-notes or a white board)
4. Selection
    • Group ideas – some ideas might fit well with others to make
       a more complete thought.
    • Vote on the group’s favorite
Techniques
Empathy Map
• Helps synthesize your observations and draw out unexpected
  insights.
• Unpack what your audience says, does, thinks and feels.
• Identify Needs – the physical and emotional necessities.
• Identifying Insights – something you could leverage to respond to
  challenges.
Techniques
Composite Character Profile
• Can be used to bucket interesting observations into one
  specific recognizable character.
• Group “typical” characteristics, trends and other patterns
  identified in the user group.
• Give them a name!
Techniques

Powers of Ten
• “What if we had more than a million dollar budget?”
• “What if the budget was $0.25?”
• Nationwide? Local? International?
Lets Try It!

Problem Statement
• Portland Perks
    • Develop ways to promote Perks in 2012.
    • Primary target audience: women 35-64 living in Washington
       (except SW region) (think Seattle) and BC, Canada (think
       Vancouver)

Directions
• 10 minutes: Write down as many ideas as possible (just headlines)
• 20 minutes: Select your favorite, develop a pitch and a
   prototype
• 5 minutes: Pitch it to the team
Resources

Bootcamp Bootleg
http://dschool.stanford.edu/use-our-methods/

Dan Roam @ Google
http://www.youtube.com/watch?v=kuA_yz7aTo0

ABC Nightline – IDEO
http://www.youtube.com/watch?v=M66ZU2PCIcM

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Design Thinking at Sparkloft

  • 2. Setting the Stage Brainstorming is an… $13,500 monthly process …not an innovative strategy Innovation is key to being competitive
  • 3. The Innovation Issue Let’s get social 800 million Facebook users 300 million Twitter users 80% of all Americans use Social Media 3.5 billion pieces of content shared daily on Facebook 1.4 million new blog posts 35 hours of new video every minute Over $3 billion spent on advertising on social platforms Engagement and innovation are key
  • 4. What is Design Thinking? Design Thinking (/dəˈzīn /ˈ / THiNGkiNG/) Design Thinking refers to the methods and processes for investigating ill-defined problems, acquiring information, analyzing knowledge, and positing solutions in the design and planning fields. As a style of thinking, it is generally considered the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context. Human Centered Design Method Visually Focused
  • 8. Empathize Empathy is the foundation of a human-centered design process. • Observe • Engage • Immerse Understand the audience - the problems we are trying to solve aren’t our own. Find (or create if necessary) experiences to immerse yourself to better understand the situation that your users are in, and for which you are designing. How can we empathize with our clients since we don’t directly interact with the audience?
  • 9. Define Define Goals • Develop a deeper understanding of your audience and design space • Come up with an actionable problem statement (your POV) Scope a specific/meaningful challenge by unpacking and synthesizing empathy findings. Your POV needs to be a guiding statement that focuses on specific users, needs and insights. The problem statement should inspire the team, provide a reference for completion, fuel “how might we” statements, and not be all things to all people. This should be the question posed to the team by the strategist.
  • 10. Ideate Take the problem statement defined by the strategy team and start exploring solutions. Goal: Explore a wide solution space – develop many diverse ideas. “Flare” don’t focus. Create fluency (volume) and flexibility (variety) in your innovation options. Drive the team beyond obvious solutions in the initial small team brainstorms – don’t feel like you have to develop the final product/solution/strategy.
  • 11. Prototype Prototyping is getting ideas and explorations out of your head and into the physical world. The process allows you to quickly investigate many possibilities. Prototypes are most successful when you can interact with or experience them. It could be a wall of post-it notes, a roll-playing activity, an object or even a storyboard. Bring prototypes to the big team meetings – something visual will help develop ideas into solutions. After an idea is presented – the team takes a few minutes to focus it.
  • 12. Test Refine solutions and make them better. Place the ideas generated in the context of the user’s life. Prototype as if you know your right, but test as if you know you’re wrong. The strategist should take ideas generated from the team and find ways to test them with the client. What are some ways we can test since we don’t always have direct access to our end users?
  • 13. Brainstorming 1. Pick a Facilitator – one person from the strategy team • Energy – keep the ideas flowing, tweak the scope • Constraints – add constraints to spark new ideas 2. Flare - Focus 15-30 minutes of high engagement idea flaring • Quantity over quality • Headline! • Build on the ideas of others • Encourage wild ideas • Be visual • Stay on topic • Defer judgment – NO blocking 3. Scribe – Write ALL ideas (use post-it-notes or a white board) 4. Selection • Group ideas – some ideas might fit well with others to make a more complete thought. • Vote on the group’s favorite
  • 14. Techniques Empathy Map • Helps synthesize your observations and draw out unexpected insights. • Unpack what your audience says, does, thinks and feels. • Identify Needs – the physical and emotional necessities. • Identifying Insights – something you could leverage to respond to challenges.
  • 15. Techniques Composite Character Profile • Can be used to bucket interesting observations into one specific recognizable character. • Group “typical” characteristics, trends and other patterns identified in the user group. • Give them a name!
  • 16. Techniques Powers of Ten • “What if we had more than a million dollar budget?” • “What if the budget was $0.25?” • Nationwide? Local? International?
  • 17. Lets Try It! Problem Statement • Portland Perks • Develop ways to promote Perks in 2012. • Primary target audience: women 35-64 living in Washington (except SW region) (think Seattle) and BC, Canada (think Vancouver) Directions • 10 minutes: Write down as many ideas as possible (just headlines) • 20 minutes: Select your favorite, develop a pitch and a prototype • 5 minutes: Pitch it to the team
  • 18. Resources Bootcamp Bootleg http://dschool.stanford.edu/use-our-methods/ Dan Roam @ Google http://www.youtube.com/watch?v=kuA_yz7aTo0 ABC Nightline – IDEO http://www.youtube.com/watch?v=M66ZU2PCIcM

Editor's Notes

  1. A significant investment 8 hours per month 15 people $150 per hour $18,000/month ($216,000/year)
  2. IssuesRecycling problemsLittle preparationNo follow through
  3. Human centered design methodStanford d.school – Adventures in Design ThinkingWhy sparkloft?