This document discusses UX/Design Thinking principles including discovering problems through understanding user needs, validating solutions with users, and iterating designs rapidly through prototyping and testing. It emphasizes learning about users and problems, generating many creative solutions, and testing hypotheses with users to gradually improve the design. The goal is to balance the concerns of users, business, and other stakeholders by grounding decisions in what users really need and will find helpful.

1. UX/Design Thinking
It’s how we discover
problems
!
It’s how we approach
problems

2. UX/Design Thinking
Eivind Mølster,Posten Norway

3. UX/Design Thinking
A few basic questions:
!
"What problem does this solve?"
!
"For whom?"
!
"And how do we know this?"
!
(Pro tip: Ask these at a job interview.)

4. UX/Design Thinking
A lot of founders or managers will say:
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"Well, I want it."
!
"I know the market."
!
"The investors like it, so it must be proven."
!
(Pro tip: This leads to bad things.)

5. UX/Design Thinking

6. UX/Design Thinking
Customer-facing page:
The company knew where
all its products lived,
buried in "family"
categories.

7. UX/Design Thinking
(This is one of the family
categories.)
!
(Products were many clicks
under there.)

8. UX/Design Thinking
Result: confused, frustrated
user, unlikely customer

9. UX/Design Thinking
If you know how it
works,
!
you are not the user

10. UX/Design Thinking
Sketchnote by @ElviaVasc,
after talk by Christina Wodtke
(@cwodtke)

11. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience

12. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience

13. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
We’re looking for a balance
of all these concerns, skills,
and talents.
!
And a unicorn.

14. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience

15. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Who are the audience?
!
What do they do?
!
What do they think?
!
What insights did you learn
about what the problem
really is?

16. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Vendor Gourmet
Harried DadCity Official Traffic Planner
Bored Kid

17. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
FRAME THE PROBLEM:
!
What are the users really
trying to solve?
!
What roadblocks/pain points
do they face?
!
What opportunities might
there be for creative
solutions?

18. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
USER:
!
NEEDS TO:
!
BECAUSE:
!
(… and that’s an insight)

19. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Come up with as many
solutions as possible.
!
Don’t be constrained by“well
we can’t do that because...”
thinking.
!
Be open to all ideas.
!
Looking for quality and
quantity (thorough
exploration of problem space).

20. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Generate a range of solutions

21. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Prototyping is SHARING
!
Communicate the core
elements of your solution to
others.
!
Simple, fast, low-cost creative
expression.
!
Learn through design &
testing.

22. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Iterate RAPIDLY
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PROFESSIONAL
PRODUCTS COMPANY®
But test with users, stakeholders (RITE methodology).

23. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Iterate RAPIDLY

24. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Learn from the prototyping
and testing.
!
The idea is to learn through
building, learn from
responses, learn through the
building process
!
Gradually increase fidelity

25. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
All design decisions are
hypotheses that need to be
tested against actual data.
!
Do so, and you’ll be able to
answer the questions we
started with.
!
And your product will have a
better shot at succeeding.

26. Next up:
User research
ddt@twoangstroms.com
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