Design Thinking: Alignment Activities to Ensure Project Success

Design
Thinking:
ALIGNMENT ACTIVITIES
TO ENSURE PROJECT SUCCESS
Lisa Ghisolf • Gizmo Creative Factory, Inc.
@gizmodesign • #ntcwpday

Lisa Ghisolf • @gizmodesign • #ntcwpday
What is design thinking?
“Design thinking is a human-centered approach
to innovation that draws from the designer's
toolkit to integrate the needs of people, the
possibilities of technology, and the
requirements for business success.”
— Tim Brown, CEO of IDEO

Break it down…

Empathy map
Source: IBM

Source: TICbeat

Ask the questions
■ How do they think about their fears
and hopes?
■ What do they hear when other people talk
about your organization/its website?
■ What do they see when they use your
website? What is the environment?
■ What do they say or feel when using your
website, whether in private or public?
■ What are their pain points when using your
website?
■ Is this a positive or a painful experience for
them?
■ What does a typical day look like in their
world?
■ Do they hear positive feedback about your
organization from external sources?
■ What do they hope to gain from using your
website?
■ Has your user repeated quotes or defining
words?
■ Example: Donating blood… What does it
represent? What is embedded in the act of
donating? What can be donated and what
cannot? Where does it come from?
(Questions via Copyblogger, Quora)

Supporter or donor “customer journey"
■ How do they interact with the org and how do
they feel during these interactions?
■ Sample findings from MSF Canada:
– The communications Carla (donor)
receives after her first gift have included
a thank-you call, welcome package,
personal email, 2016 annual appeal,
requests to sign petitions, bi-annual
newsletters and holiday solicitations.
– Feels noticed, appreciated and made to
feel as though she is having an impact
– House mailing stream, limited
personalized messaging, and being
made to feel as though the organization
wants another gift quickly were seen as
negatives.
– Strategies gleaned from the exercise
include more new-donor-appropriate
communications, leveraging constituent
relationship management (CRM) data to
create better segmentation, sending
thank-you videos from the field and
increasing opportunities for engagement
— including telephone town hall
meetings and invitations to documentary
screenings and other events.
Source:
http://www.thenonprofittimes.com/news-
articles/map-donors-giving-journey/

Source: https://boagworld.com/usability/customer-journey-mappin

“Rather than beginning with shiny new
technology, we start by trying to establish
deep, personal empathy with our users to
determine their needs and wants. We must
fill in two blanks: our users need a better
way to ___ BECAUSE ___. The because
portion is a big deal.”
–Dr. James Patell, stanford d.School
source: CNN

As-is scenario map
Example scenario: Priyanka Chaurasia, Coroflot

As-is
scenario map

As-is scenario map

Ideate
■ Have a clear goal
■ Diversity matters
■ Don't shoot down ideas
■ Question your assumptions
■ No negativity, no teasing for
crazy ideas
■ Put lots of ideas on the table—
no matter how silly
■ Start with problem statements
■ Make sure you record all ideas
■ Revisit
■ HOW MIGHT WE…

Atmosphere
■ Dschool has 2 Spotify lists to
aid:
dschool.stanford.edu/resourc
es/two-playlists-for-classroom-
use
■ Make an engaging space
(catalystranchmeetings.com)

Improv
1.Yes, AND…
2.Alphabet
3.Sound ball
4.Machine
5.Freeze
6.Body movement
evolution

Activities
■ Love letters
■ Card sorting (navigation, emotions, goals)
■ Rose / Bud / Thorn
■ Competitors/complementors map (audience type, personality traits,
value propositions, features and capabilities)
– Social/Solo vs. Modern/Traditional
– Frequent/Infrequent Usage vs. Intimate/Distant User
Relationship
– Many/Few Users vs. Older/Younger Users
– High/Low Revenue vs. High/Low Market Share
– Ease/Difficulty of Use vs. Many/Few Features
– Market Disruptor/Moderate vs. High/Low Profitability
■ http://gamestorming.com/

Design kit travel pack
www.kickstarter.com/projects/581125890/design-kit-travel-pack

“Have the mindset of testing to learn, not
testing to validate. This is where many
people get tripped up; they try to perfect
the idea rather than use a low-fidelity
prototype to learn from people.”
—Brendan Boyle, founder of IDEO Toy Lab

Prototyping
■ As simple as
wireframes
(gomockingbird.com),
or a sketch/paper
■ Or a coded prototype
(framer.com,
invisionapp.com)

User testing
■ feedbacktools.org/
■ usertest.io/
■ uxcam.com/
■ usabilityhub.com/
■ brutalteardowns.com/

Resources
■ dschool.stanford.edu/resources/the-bootcamp-bootleg
■ www.kickstarter.com/projects/581125890/design-kit-
travel-pack

Thank you!
Lisa Ghisolf
lisa@gizmo-design.com
@gizmodesign
slideshare.com/gizmodeign

Design Thinking: Alignment Activities to Ensure Project Success

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