Design thinking is a cooperative problem-solving framework based on observations and experiments. This is a short introduction to the methods and pocesses of design thinking, with practical examples of how it's used to create products, services and on-screen experiences.

1. Design
Thinking
by Simon Barna

2. from design to
Design Thinking
Five atributes of
Design Thinking
Three types of
interaction design

3. from design to
Design Thinking

4. Design
Giving form to ideas

5. Design Thinking
Problem solving through
observations and experiments

6. why
design thinking?
Framework to define
and effectively solve
(latent and apparent) customer needs
Proactive approach
to adabt to change
and to drive innovation

7. five attributes of
Design Thinking

8. design thinking is
Human-Centred

9. design thinking is
Human-Centred
Empathy
Early focus on users’
(latent and apparent) needs,
behaviours, motivations
and biases
‘Step in their shoes’

10. design thinking is
iterative
Stanford University Institute of Design
5-step process model
Learning by doing
Not linear - can jump back and front
Messy, but effective
Leads to unexpected results
Welcome to the Crash Course in Design Thinking 2013, accessed 2 June 2013,
<http://dschool.stanford.edu/dgift/#crash-course-video>

11. design thinking is
interdisciplinary
Problem defines
team of experts & stakeholders
to solve it
Interaction Design
Software Engineering
Management Theories
Ethnography & Sociology
Behavioural Psychology
etc

12. design thinking is
incremental and scalable
Prototype testing
=
Small scale failures
for large-scale success
Interdisciplinary teams
=
Expertise is selected
to match focus areas

13. design thinking is
rational and intuitive
Rational Analysis
Intuitive Synthesis
Divergent Thinking
driven by System 2
Convergent Thinking
driven by System 1

14. design thinking is
Human-Centred
iterative
interdisciplinary
incremental and scalable
rational and intuitive

15. three types of
interaction design

16. Interaction Design
On-Screen Experiences
(tangible) Products
(intangible) Services

17. Interaction Design
on-Screen Experiences
OS and application software UI’s
Internet-based experiences

18. Interaction Design
on-Screen Experiences
User Interface Milestones
1947
1968
1981
1983
1996
1999
Transistor
Paper paradygm
Desktop Metaphore
& Icons
Dropdown menu
Hand-held UI
Time-dimension
William Shockley, John Bardeen,
and Walter Brattain
Bell Labs
Hypertext, mouse
Doug Engelbart, Bill English
ARC - Augmentation Research Center
Alan Kay, Larry Tesler, Tim Mott
Xerox / PARC
Bill Atkinson, Larry Tesler
Apple (Lisa)
Jeff Hawkins, Rob Haitani
Palm (Pilot)
Cordell Ratzlaff
Apple (OS X)

19. Interaction Design
products
Prototypes
Models to test chosen aspects of a solution
(material, shape, functionality, etc)
on a limited scale
Often intentionally not addressing aesthetic treatments
in order to generate user feedback
Functional (eg: products with limited features, software beta releases etc)
or non-functional (eg: paper prototypes, on screen models, 3D models etc)

20. Interaction Design
products
Responsive medication
The user issue:
After six months’ time, only half of people taking prescription medicines are taking
them as directed
Skipping medication doses, lapsing between refills, taking pills beyond
expiration date are linked to health complications and significant losses
for insurers and hospitals.
Prototye A (Proteus):
Prototye B (Adhere Tech):
Digestible Sensors
Smart Pill Bottle
•
•
•
•
•
•
•
Digestible sensors in pills,
the size of a grain of sand
Sensor is powered by body,
body serves as antenna
Send data to user app and/or
GP database
Sensor built in medication container
Measures remainig medication
Glows blue when it is time
to take a dose, and red when
the dosage is missed.
Beams data to database
to send reminders
Hay, T 2013, ‘Forget to Take Medicine? These Pills Will Tell Your Doctor - Startups Devise Ways to Help Patients Stick to Their Pill-Taking Schedule’, The Wall Street Journal, 20 May, accessed 1 June 2013,
<http://online.wsj.com/article/SB10001424127887324787004578494993650743434.html>

21. Interaction Design
services
“Outstanding service companies instil in their managers a fanatical
attachment to the original service idea. [...] Good and lasting service
management requires much more. Better service design provides the
key to market success, and more important, to growth.
[...] What they miss is the consumer’s relationship to,
and interaction with, services.”
– G. Lynn Shostack
former vice president of Citibank
service marketing executive and theorist
Harward Business Review, 1984
Shostack, G L 1984, ‘Designing Services That Deliver’, Harvad Business Reviewl, January 1984 May, accessed 1 June 2013,
<http://hbr.org/1984/01/designing-services-that-deliver/ar/1>

22. Interaction Design
services
Operations
perspective
Service design
perspective
Technology-centred
Artefacts
Standardisation
Efficiency
Human-centred
Narratives
Variation
Experience

23. Interaction Design
services
Mercedes-Benz with Engine:
MyService
Contextual
interviews
Service design
blueprint
Customer
shadowing
Mystery
shopping
Stakehlder
workshops
Desktop Full sclae service
walkthroughs
prototypes
Customers have different needs and priorities. My Service lets them decide how to
handle their service appointment:
• drop off car and spend time in a comfortable lounge
• drop off car and get transport shuttle or courtesy vehicle
• arrange driver to pick up car
• call for a service appointment or schedule online
• bespoke perks and benefits (service evidence)
Mercedes-Benz: Creating and Award Winning After-Sales Service 2013, accessed 2 June 2013,
<http://enginegroup.co.uk/work/mercedes-benz-premium-after-sales-service>

24. start a
conversation

25. reading list
Books
Online Resources
Tim Brown:
Change by Design
Stanford University Institute of Design
Virtual Crash Course in Design Thinking
HarperCollins, 2009
http://dschool.stanford.edu/dgift/#crash-course-video
Bill Moggridge:
Designing Interactions
Interaction Design Foundation
MIT Press, 2006
www.interaction-design.org
Marc Stickdorn, Jakob Schneider:
This is Service Design Thinking
TED Talks:
David Kelley on human-centered design
Bis B.V., Uitgeverij , 2012
http://www.ted.com/talks/
david_kelley_on_human_centered_design.html
Thomas Lockwood:
Design Thinking: Integrating Innovation,
Customer Experience, and Brand Value
TEDxWWF:
Jane Fulton-Suri: What Nature Can Teach Us About Design
Allworth Press, 2009
http://www.youtube.com/watch?v=aA2JoLS7_3g

26. questions

27. Thank you