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Design + Hackathons
This document describes a design thinking framework and process for developing solutions to problems. It introduces personas for two types of travelers - Tyler, a domestic business traveler, and Blythe, an international vacationer. Their backgrounds, motivations, environments, scenarios, concerns, tasks and pain points are outlined. The framework proceeds through stages of understanding the problem by exploring it with users, defining it with a WHO/WHAT/WOW statement, ideating potential solutions, prototyping ideas, and evaluating them. The goal is to allow users to address their needs in a way that directly benefits them.
Design + Hackathons
- 1. “Good design isgood business.” - Thomas Watson Jr.
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- 7. Turning insights intoconcepts HACKATHON
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- 9. WHO WHAT WOW customers / clients/ users ability you give them / solutions leap forward / measurement
- 10. _______________ needs away to _______________ so that ______________________________ needs a way to _______________ so that _______________ do something that addresses their needThe user the user benefits directly. WOWWHO WHAT
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- 14. Turning insights intoconcepts Tyler Domestic Business Traveler - Elite Status !
- 15. Turning insights intoconcepts !! “Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management consultant, uses phone for everything ! Motivations • Challenging problems, happy customers, utilization at work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants ! Environment • High-rise condo home (weekends), customers’ offices, various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants ! Scenarios • Booking trip (economy seats) through corporate travel agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc… ! !Concerns • Missing a meeting, long line at security, not getting an upgrade, never seeing girlfriend/friends back home, Tasks • Book trip, packing, getting an Uber, check in/boarding pass, check flight status, check upgrade status, ! Pain Points • Constant travel is exhausting, delays, sitting in coach, middle seats, checking bags, slow wifi on plane, Get me where I'm going quickly and without any hassle. The less interactions he better. I want an upgrade too.” !
- 16. Turning insights intoconcepts Blythe International Vacationer !
- 17. Turning insights intoconcepts !! “I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History), loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc… ! Motivations • Experiencing life, traveling, new ideas, meeting new people, justice, etc… ! Environment • Her apartment in an urban area, cabs/trains, various US and foreign airports ! Scenarios • Booking travel, packing, cabbing to airport, behind security, inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !! !Concerns • Missing her flight, getting lost during a connection(s), delays, turbulence, smelly passengers, !! Tasks • Book trip, packing, cab to airport, check in/boarding pass, check flight status, check upgrade status, !! Pain Points • Spent a lot of money on plane ticket, multiple connections to get to destination, gets lost easily, International Vacationer !! “I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History), loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc… ! Motivations • Experiencing life, traveling, new ideas, meeting new people, justice, etc… ! Environment • Her apartment in an urban area, cabs/trains, various US and foreign airports ! Scenarios • Booking travel, packing, cabbing to airport, behind security, !Concerns • Missing her flight, getting lost during a connection(s), delays, turbulence, smelly passengers, !! Tasks • Book trip, packing, cab to airport, check in/boarding pass, check flight status, check upgrade status, !! Pain Points • Spent a lot of money on plane ticket, multiple connections to get to destination, gets lost easily,
- 18. Turning insights intoconcepts Tyler Domestic Business Traveler - Elite Status !! “Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management consultant, uses phone for everything ! Motivations • Challenging problems, happy customers, utilization at work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants ! Environment • High-rise condo home (weekends), customers’ offices, various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants ! Scenarios • Booking trip (economy seats) through corporate travel agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc… ! !Concerns • Missing a meeting, long line at security, not getting an upgrade, never seeing girlfriend/friends back home, Tasks • Book trip, packing, getting an Uber, check in/boarding pass, check flight status, check upgrade status, ! Pain Points • Constant travel is exhausting, delays, sitting in coach, middle seats, checking bags, slow wifi on plane, Blythe International Vacationer !! “I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History), loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc… ! Motivations • Experiencing life, traveling, new ideas, meeting new people, justice, etc… ! Environment • Her apartment in an urban area, cabs/trains, various US and foreign airports ! Scenarios • Booking travel, packing, cabbing to airport, behind security, inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!! !Concerns • Missing her flight, getting lost during a connection(s), delays, turbulence, smelly passengers, !! Tasks • Book trip, packing, cab to airport, check in/boarding pass, check flight status, check upgrade status, !! Pain Points • Spent a lot of money on plane ticket, multiple connections to get to destination, gets lost easily,
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- 20. EMPATHY MAPS SCOPE: ONEDAY OF TRAVEL From the time you leave home, until the time you reach your destination
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- 38. _______________ needs away to _______________ WHO WHAT
- 39. Blythe, the international traveler Remember allher important traveling items needs a way to
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- 41. REMIX CONVERGE Stages ofIdeation DIVERGE
- 42. _______ needs away to ____________ Blythe Remember all her important traveling items • Go back to the Who, What, Wow statement and write the who and what at the top of the page. • Circle the “What” • Generate loads of ideas around how to achieve the “what”. How to solve the pain point. • Try not to talk to each other • Quantity over Quality
- 43. Exercise: Ideation DIVERGE Generate lotsof ideas. 10 min
- 44. _______ needs away to ____________
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- 46. CLUSTER & HARVEST • Groupto highlight relatedness in ways that cut across technical means/roles. • Find repeats and stack them. Remove ideas that don’t fit. • Name the patterns you see together. Know the name can change. • Are there important ideas that are missing?
- 47. Exercise: Ideation CONVERGE Vote, filter& combine. 10 min
- 48. • What willhave the greatest impact on the user? • Is it effortless? • Is it valuable? • Is it enjoyable? • What will have the greatest impact on the market? • What is technically feasible?
- 49. _______ needs away to ____________ so that ___________Liz need in action • Prioritize ideas based on 2 criteria: Technically feasible Most likely to delight users • Select the idea with the most votes
- 50. needs a way to HOW Blythe,the international traveler Remember all her important traveling items
- 51. Prototype EvaluateExplore Understand WOWmarket focus /leap forward / measurement
- 52. TAKE 1 MIN GETA WOW
- 53. Allowing her toget to the airport on time and without worry. needs a way to so that WOWWHO WHAT + HOW + Blythe, the international traveler Remember all her important traveling items
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- 60. Meet Ivy “Our company isgrowing so fast! I’ve got to bring on brilliant people and keep my existing employees happy. #latenights” Talent Manager at Barbarian Group Ivy is Very results driven, likes to work on meaningful things, enjoys placing people in the roles that suit them best Her primary motivation is Growing the company with a set of brilliant people that also have a great culture fit Ivy needs To be able to quickly sift through thousands of potential candidates and narrow the list down to a set of people she’s confident are worthy of an interview Her current frustrations are Seeing a lot of interest in her company but candidate quality is low, worried about attrition due to low employee morale
- 61. _______________ needs away to _______________ so that ______________________________ needs a way to _______________ so that _________________ select candidates that align with Barbarian’s hiring needs on a skills and culture basisIvy she can be confident employees will be happy enough to stay with Barbarian for at least 2 years. WOWWHO WHAT 3 ©2014 IBM Corporation
- 62. What if youcould “clone” your best employee? A good culture fit is just as important as a skill match. Talent Hotspot, combined with the cognitive power of IBM Watson, enables Barbarian to hone in on that perfect candidate without having to first screen a culture fit over the phone.
- 63. Ivy: Talent Manager @Barbarian Ivy has been asked by the mobile app dev team to send over some resumes for developer leads. Since resources are tight, this person will need to be well versed in both Python and C# development. This person needs great leadership skills as well. Ivy knows from her experience with this department, that Gloria Sutter has been very successful as a dev lead. Scenario ©2014 IBM Corporation
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- 65. Talent Hotspot: Anew take on recruiting No middleware set up Provision runtimes in seconds Auto and manual scaling options Multiple Language Support JavaScript, Java Liberty, and Ruby provided Bring any language from the community What if you could “clone” your best employee? For today’s recruiters, a good culture fit is increasingly as important as a skill match. Talent Hotspot, combined with the cognitive power of IBM Watson, enables recruiters to hone in on that perfect candidate - with both a culture fit and a skill match - without having to first screen a culture fit over the phone. Key Services / AddOnsLanguage Runtime How it works Cloudant NoSql Database Watson User Modeling Backend Frontend Built for Desktop browser Technologies Used AngularJS Bootstrap JQuery • Cloudant DB houses employee & candidate answers to free-response questions • User picks a current employee to start comparison (browser) • Watson API receives answers to questions • Watson API responds with personality traits • Java algorithm compares and ranks candidates accordingly • User views results (HTML) served up to browser by Java app - AngularJS used Java Liberty