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Design Thinking by Simon Barna


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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.

Published in: Design, Technology, Business
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Design Thinking by Simon Barna

  1. 1. Design Thinking by Simon Barna
  2. 2. from design to Design Thinking Five atributes of Design Thinking Three types of interaction design
  3. 3. from design to Design Thinking
  4. 4. Design Giving form to ideas
  5. 5. Design Thinking Problem solving through observations and experiments
  6. 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. 7. five attributes of Design Thinking
  8. 8. design thinking is Human-Centred
  9. 9. design thinking is Human-Centred Empathy Early focus on users’ (latent and apparent) needs, behaviours, motivations and biases ‘Step in their shoes’
  10. 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, <>
  11. 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. 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. 13. design thinking is rational and intuitive Rational Analysis Intuitive Synthesis Divergent Thinking driven by System 2 Convergent Thinking driven by System 1
  14. 14. design thinking is Human-Centred iterative interdisciplinary incremental and scalable rational and intuitive
  15. 15. three types of interaction design
  16. 16. Interaction Design On-Screen Experiences (tangible) Products (intangible) Services
  17. 17. Interaction Design on-Screen Experiences OS and application software UI’s Internet-based experiences
  18. 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. 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. 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, <>
  21. 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, <>
  22. 22. Interaction Design services Operations perspective Service design perspective Technology-centred Artefacts Standardisation Efficiency Human-centred Narratives Variation Experience
  23. 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, <>
  24. 24. start a conversation
  25. 25. reading list Books Online Resources Tim Brown: Change by Design Stanford University Institute of Design Virtual Crash Course in Design Thinking HarperCollins, 2009 Bill Moggridge: Designing Interactions Interaction Design Foundation MIT Press, 2006 Marc Stickdorn, Jakob Schneider: This is Service Design Thinking TED Talks: David Kelley on human-centered design Bis B.V., Uitgeverij , 2012 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
  26. 26. questions
  27. 27. Thank you