Design Thinking & Lean UX
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This document discusses design thinking and lean UX processes. It begins by defining design thinking as a human-centered approach to problem solving that helps organizations become more innovative. It then outlines some key aspects of design thinking like being empathetic, iterative, and daring. The document discusses how design thinking involves gaining insights into user needs and then testing solutions through quick iterations. It introduces lean UX as building the smallest viable product and getting frequent user feedback to learn what works and what doesn't. The overall process involves understanding user needs, generating ideas, rapidly prototyping solutions, and learning through testing with users.
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Design Thinking & Lean UX
- 1. From insight to idea, to implementation Design Thinking & Lean UX
- 2. Grew up acting, dancing & painting. Studied business & visual communication. Desperately needed to escape the midwest, USA and find my roots back in Norway. Start working as a graphic designer in 2005, and move to Norway in 2006. Spend the first 7 years designing from the brief, and the next 4 years forming it.
- 3. What is Design Thinking?
- 4. In short, design thinking converts needs into demand. It’s a human-centered approach to problem solving that helps people and organizations become more innovative and creative. —Tim Brown, CEO IDEO www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99
- 5. Illustration: Linda Halvorsen, BEKK
- 6. “If I had asked people what they wanted, they would have said faster horses.” ― Henry Ford
- 7. Improve the current product or . . . prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg
- 11. FIRST STEP: GAIN INSIGHT
- 12. “Insight & analysis is half information and half inspiration.” - Linda Halvorsen, BEKK
- 13. The prepared mind comes from insight "After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is a catalyst — a chance observation—which triggers the insights that build on each other. In this mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at the same time so that they can be combined in novel ways. When the combination happens, there is a sequence of insights and then the Aha! experience of discovery." - Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.
- 14. EMPATHY We need to put ourselves in other people’s shoes. Truly understand their needs and motivations.
- 15. Book: This is Service Design Thinking
- 16. Support Product Development Marketing Strategy Design Thinking = Co-creation Design Consumer needs
- 17. Design Thinking in practice Experiences from Posten Norge
- 19. 175 838 62 430 31 733 111 736 136 961 01.01.12 01.01.13 01.01.14 01.01.15 26.06.15 Registrations per year: private sector Marketing campaigns Letter sent to residents in Norway Public Sector joins Digipost App-redesign Improved registration Redesign digipost.no UX FOKUSUX FOCUS
- 23. THE CHALLENGE: How do we create a two-way communication system that puts our consumers in the drivers seat?
- 24. IMPACT MAPPING Why are we doing this = business goals. Who will be impacted by it = actors. What are the actor’s needs = impact. What are the features that meet these needs = deliverables.
- 25. Business goal WHY: S.M.A.R.T. goals Actor Actor WHO: Primary actors Secondary actors “Off-stage” actors Deliverable Deliverable Deliverable Deliverable Deliverable Deliverable WHAT: High level deliverables (Epics) Impact Impact Impact Impact HOW: What an actor wishes to accomplish
- 26. Business goal Digitalize papir mail and increase digital communication. Actor Doctor Private practice Small business Impact Simple, secure and effective communication with my clients. Deliverable An interface that allows me to compose dynamic letters that can be filled out by the recipient.
- 28. This is where Lean UX comes into the equation.
- 30. Think Make Check THE LEAN UX DESIGN PROCESS Iterate
- 32. 60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used. http://www.leanstartupcircle.com/links/128
- 33. USER CENTERED HYPOTHISES TESTING I have an idea! Ah, this is how they experience it!
- 34. ASSUMPTION HYPOTHESIS EXPERIMENT PROOF Our consumers need this feature We assume people need this because . . . Design and test Results: Value +/-
- 35. MVP: Minimum Viable Product A product built from the smallest set of features that delivers customer value. http://www.leanstartupcircle.com/links/128 Lovable
- 37. http://www.leanstartupcircle.com/links/128 Story mapping Primary goal: Create a two-way communication channel for sending and receiving sensitive information. Login Compose Step 3 Step 4
- 38. Epic = high level user story aka the voice of the human using your product Who + The task + The value
- 39. Epic High level user story Who: A doctor or small business owner Compose a dynamic letter so that it can be filled out by the recipient. User stories when you break down the epic Can write and stylize text Can create a customized dynamic form module Can upload their contacts Can get a confirmation that the letter is sent
- 40. Product Backlog Ready to pull Prioritized user stories Epic User story Technical task Bug DoingAnalysis Test Launch
- 41. Design Thinking Lean UX Agile DirectionConcept DESIGN THINKING/ LEAN UX ROADMAP Clear needs Research Observation Prioritize insight Brainstorm concepts Hypothesis EXPERIMENT & ANALYSE LEARN BUILD MEASURE
- 42. Done is never done. Just launch.
- 43. Then improve through feedback.
- 44. 0 3 6 9 12 0 % 25 % 50 % 75 % 100 % Test participants Usabilityproblemsfound 5 tests lets you find almost as many problems as you will find using more test participants. Source: Nielson Norman Group http://thenextweb.com/creativity/2015/04/27/user-testing-explained/
- 46. Interviews
- 47. Surveys & Beta testing
- 48. Analytics, Event Tracking & A/B testing
- 50. Hangouts for Entrepreneurs: Lean Startup Meets Design Thinking in 10 Minutes
- 51. To conclude . . .
- 52. UNSEEN SEEN
- 53. Design thinking is about creating a VOICE that communicates needs loud and clear, so that CHANGE can happen. — Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK
- 54. LEAN UX is about testing your service early, so that you discover failures and achieve SUCCESS. — Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK
- 55. Ask yourself, is the brief I am working on, the real problem we need to be solving? Should we be making the product right or making the right product?