A full-day, experiential tour of several techniques used in Design Thinking. Using one or more sample problems, workshop participants will work together to develop solutions following a Design Thinking framework. Because we’ll be face-to-face, we’ll go low-tech and focus on the framework and techniques using flip-chart paper and stickie notes. Andrea will also discuss how to get the most from the process across geographically distributed teams using online tools.

1. Design Thinking for Content
A Full-Day Workshop
Andrea L. Ames @aames
CEO/Founder and Content Experience & Customer Retention Strategy Consultant & Coach, Idyll Point™ Group
© Idyll Point™ Inc #lavacon
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2. Workshop
agenda
Design Thinking
Exercise context
Let’s do this!
Wrap-up/Q&A
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3. @aames | © Idyll Point™ Inc 3
Design Thinking
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4. Wikipedia
says…
Design thinking is a methodology
not exclusive (sic) for designers,
that helps people understand and
develop creative ways to solve an
(sic) specific issue, generally
business oriented.
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5. The secret
sauce (IMO)
Diversity
Cross-functional participation and
input; customer input
Divergence
to ensure that many solutions are
initially explored
Convergence
to narrow down to a single solution
“Design thinking encourages divergent thinking
toideatemanysolutions(possibleorimpossible)
and then uses convergent thinking
to prefer and realize the best resolution.”
– wikipedia
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6. Not just for
“design”
Lamoine Comprehensive Planning
Committee community meeting
IBM integrated content
UCSC Extension in Silicon Valley
IA & Design course projects
Maine Master Gardener metrics
framework
The list goes on…
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7. What
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As-is scenario map
Brainstorm/
ideate
Prioritize
To-be scenario map
Low-fi prototype/
storyboard
Requirements
Roadmapping
User test
Stanford’s process depiction
Some of the methods you can use – the ones I’ve
found to be most useful
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Empathy map

8. Who
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Cross-functional
Ideally, Prod Mgmt, Marketing, Design, Content, Dev, Support
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9. Tools
Room with clear, flat walls
Flip charts (preferably sticky or use
painter’s tape)
Sticky notes
Markers
Colored dots (at least 2 colors)
Virtual?
Document camera (e.g., Ziggi)
Mural.ly
Post-it Plus (iOS)
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10. @aames | © Idyll Point™ Inc 10
Empathize-Define
Aka “Understand”
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11. Empathy map
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12. Empathy map
Quick
Multiple user dimensions (more
than role)
Leverage your advocacy role
Consider hopes, fears, and
challenges
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13. As-is scenario
map
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14. As-is scenario
map
Visual representation of user workflow
Makes explicit the team’s knowledge
Exposes gaps and what needs further
research
Identify pain points and biggest
opportunities for improvement
Input to requirements
Consider…
“extra” steps
points of inefficiency (doing)
pain points (feeling)
points of confusion (thinking)
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15. @aames | © Idyll Point™ Inc 15
Ideate (aka “brainstorm”)
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16. Ideation
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17. Ideation
Brainstorming
Ideas – broad, conceptual, focused
on user needs
NOT features – discreet, tactical
BIG ideas, not small ones
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18. Prioritize
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19. Prioritize
Which BIG idea is most important
and feasible for the given time
frame and project scope?
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20. @aames | © Idyll Point™ Inc 20
Prototype
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21. To-be scenario
map
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22. To-be scenario
map
Visual representation of user workflow
Makes explicit the team’s knowledge
Exposes gaps and what needs further
research
Identify pain points and biggest
opportunities for improvement
Input to requirements
Consider…
“extra” steps
points of inefficiency (doing)
pain points (feeling)
points of confusion (thinking)
@aames | © Idyll Point™ Inc 22
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23. Story-boardf
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24. Story-boarding
Create a seamless, comic-book
like story
Beginning, middle, end
Focus on the user
NOT on screens
Be ready to tell your story to
someone else
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25. Resources
IBM Design Thinking
Stanford University Institute of
Design
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26. @aames | © Idyll Point™ Inc 26
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27. Questions
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28. Andrea L. Ames
Keynote speaker, award-winning author
CEO/Founder|ContentExperience&ContentRetentionStrategyConsultant/Coach
Idyll Point™ Group
Program Chair & Instructor, Technical Writing & Communication
UCSC Extension in Silicon Valley
2018 Relevance “Top 25 Marketing Thought Leaders”
2017 [A] “Top 25 Masters of Multichannel”
2016 MindTouch “Top 25 Content Strategy Influencers”
STC Fellow & past president
ACM Distinguished Engineer
andrea@IdyllPoint.com
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