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Design Toolbox — teaching design, its processes & methods
The document outlines a comprehensive exploration of design, its processes, and methodologies through a three-week design class conducted in October 2013. It discusses various definitions of design, evaluates the maturity of design within organizations, and exposes the evolving roles of designers over different historical periods. Additionally, it highlights the design thinking process, user-centered design methods, and the significance of prototyping in developing solutions that address user needs.
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Design Toolbox — teaching design, its processes & methods
- 1. Jentsch • Jordan Design Toolbox practical understanding ofdesign, its process and methods for
- 2. Hello Note: These isboth the edited slide deck as well as the documentation of a 3-week design class from October 2013
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- 4. tell What is design? Orwhat is it not?
- 5. defined “ Design isnot for philosophy it’s for life. ” — Issey Miyake, Fashion Designer
- 6. defined “ To designis to devise courses of action aimed at changing existing situations into preferred ones — Herbert Simon, nobel laureate ”
- 7. defined “ To designis to plan, to order, to relate and to control. — Emil Ruder, Swiss typographer ”
- 8. model Design ladder for evaluatingdesign maturity Stage 3: Design as strategy Design forms a part of the organisation’s strategy Stage 2: Design as process Design is a part of product development and other processes Stage 1: Design as styling Design is used for improving the appearance of products or services Stage 0: No design Design plays no role in product or service development — B. De Mozota (2003): The Economic Effects of Design, 2003; Design Creates Value, 2007); Icons: Olivier Guin
- 9. model Relationships between adesign function and the larger supported organisation Separate Design as external resource — S. Junginger (2012) Peripheral Design as part of the organisation Central Design at the core of the organisation Integrated Design integral to all aspects of the organisation
- 10. model Stratification of Design (Thinking) Large ScaleSystems Policy Design Systems Design Environment Public Service Infrastructure Level of Complexity Systems & Behaviour Urban Planning Service Design Architecture SMEs Strategic Design Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media
- 11. model Stratification of Design (Thinking) Artefact Example:car2go’s Smarts Fashion Graphic Interior Jewellery Product Web & New Media — Photo: Daimler AG (2012)
- 12. model Stratification of Design (Thinking) Artefact& Experience Example: car2go’s mobile app Anthropological Design Engineering Interaction Design Human Centred Design Human Computer Interaction User Experience
- 13. model Stratification of Design (Thinking) Systems& Behaviour Example: car2go’s car access system Architecture Culture Service Design SMEs Strategic Design Urban Planning — Photo: Daimler AG (2012)
- 14. model Stratification of Design (Thinking) LargeScale Systems Example: Dedicated parking spaces for car sharing in Berlin Environment Policy Design Public Service Infrastructure Systems Design
- 15. defined “ Design isa creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles. ” — The International Council Societies of Industrial Design (icsid) — Icsid (2006): Definition of Design. http://www.icsid.org/about/about/articles31.htm
- 16. find Collect 1 example: •artefact • artefact and experience • systems and behaviour • large scale systems
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- 18. tell What’s the roleof the designer?
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- 21. model The expanding roleof the designer over history Pre-industrial society: design-craftsperson Industrial revolution: separation of making and styling 1960s: Designers work in multi-disciplinary teams 1970s: Designers as “end-user expert”, Papanek’s book 1980s: Design & business innovation, design management 1990s: Experience and brand, the internet — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
- 22. model Designer’s roles in adesign team Investigator Catalyst Communicator Manager Artist — Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php
- 23. model Seven ‘new’ rolesof designers Designer as co-creator Designer as researcher Designer as communicator Designer entrepreneur Designer as capability builder Designer as facilitator Designer as strategist — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
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- 25. model Design process (after TimBrennan) ? $ — Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
- 26. br ie f c re on vi ce ewpt f re eas vi ib ew ili ty model The ‘double diamond’ design process model Discover Define Develop — Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess Deliver
- 27. model Design process model byAlice Agogino Define Prototype Evaluate — Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
- 28. model Design Thinking ProcessModel by HPI School of Design Thinking Understand Observe Point of View Ideate Prototype Test — HPI School of Design Thinking (2007): Kernelemente, http://www.hpi.uni-potsdam.de/d_school/designthinking/kernelemente.html
- 29. model Characteristics of design thinkingprocesses User-centred Iterative Collaborative designing for human beings and their needs in steps towards a solution that solves the problem working with others – from design & other disciplines
- 30. model Design process archetype:Analysis, Synthesis (after Koberg and Bagnall) Process Input Analysis Synthesis Output — Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
- 31. model Rational Unified Process(after Phillippe Kruchten) Phases Inception Elaboration Construction Major Milestone Internal Release External Release Transition Iterations Business Modelling Requirements Analysis & Design Implementation Test Deployment Configuration & change management Project management — Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
- 32. Proposal ADD Definition to ADA Alpha ADB Beta D re ec le isi aso e nt pu o bl ic l D re ec le isi as o e nt as o Be ta ha y D de ec ve isi lo on p t an o A lp D de ec fi isi ne o n model Product Delivery Process in Nokia’s HERE organisation ADR Release
- 33. interview Ask an established designerabout her / his design process
- 34. how-to Ideas for interviewquestions What’s your role as a designer? What’s your ideal design process? What’s your actual design process? …
- 35. how-to Interview for empathy Askwhy. Never say “usually” when asking a question. Encourage stories. Look for inconsistencies. Pay attention to nonverbal cues. Don’t be afraid of silence. Don’t suggest answers to your questions. Ask questions neutrally. Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture. — d.school (2010): bootcamp bootleg, http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf
- 36. tell How was your interview? Whatdid your learn from your interviewee? What is her / his role as designer? How much do our discussed process models match her / his working reality?
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- 41. examples Unconventional results withusercentred design processes SitOrSquad Vitra Chairless NG Explorer is an app that helps you find clean restrooms in an unfamiliar area reinvents seating in Indian style with a special belt contains focussed maps and place recommendations for each neighbourhood of a city
- 42. analyse Investigate the given photographs froma person’s day of her/his life. What do these tell you? Who is this person?
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- 46. methods Methods to learnabout your user Cultural Probes Shadowing Customer Journey Map User & expert interviews Self-testing Personal network research Explorative research Quantitive studies
- 47. method Persona: defining apoint a view • captures goals, motivations & behaviours • behavioural pattern as base (instead of demographics) • combined in archetypes (primary, secondary) • details personal goals and motivations • includes a picture, quote and a short biography • mentions age, sex, occupation, hobbies, likes & dislikes • foundation of scenarios etc. — D. Saffer (2009): Designing for interaction
- 48. methods Flows, mapping What arepeople doing when?
- 49. methods Time- and context-basedtools Blueprints for analysis and planning of offer User journeys to identify moments of delights & pain points Scenario to prototype potential usage
- 50. d r aw Scenariomap What would a day in the life of your persona look like?
- 51. d r aw Scenariomap on the topic of News and their consumption for one of the following personas
- 52. meet Paul, 39 — Photo:Nokia (2013)
- 53. meet Paul, 39 “ Irely on the radio to keep me in the loop ” Paul is an account executive from Leeds who commutes two-hours by car to work in Manchester. He likes listening to news on the radio, but does not actively seek it out or make any real effort. He uses the mobile internet a lot on his Android, both while at work and out and about. But mostly it’s for News and Sport. He reads the Financial Times, the Sun, Metro and the Evening Standard.
- 54. meet Paul, 39 Social Goals FamilyBonding Being part of the gang LOW HIGH Escapism Mobile End Goals, Motivations, Needs Attitudes towards technology Enabling Exciting Alienating Being in the know Identity Social Networking Complex / Overwhelming HIGH Lifestyle Internet activities Time spent online LOW LOW HIGH Entertainment Background Info Topic Discovery Deep Knowledge Context Curiosity of the unknown Identify the unknown LOW HIGH
- 55. meet Sarah, 27 — Photo:Nokia (2013)
- 56. meet Sarah, 27 “ Ialways have to know what’s happening out there ” Sarah works in a department store. She identifies herself with the lifestyle and culture of RnB and pop. That involves music, movies, fashion and celebrities. On weekends she is usually out and about, going to clubs or parties to meet with her friends. Sarah is social active. She tends to strive for social recognition. The mobile is playing a big role in her life. But more to keep up to date with her friends, for gossip on the move or shopping things, rather than for serious news consumption.
- 57. meet Sarah, 27 Social Goals FamilyBonding Being part of the gang LOW HIGH Escapism Mobile End Goals, Motivations, Needs Attitudes towards technology Enabling Exciting Alienating Being in the know Identity Social Networking Complex / Overwhelming HIGH Lifestyle Internet activities Time spent online LOW LOW HIGH Entertainment Background Info Topic Discovery Deep Knowledge Context Curiosity of the unknown Identify the unknown LOW HIGH
- 58. br ie f c re on vi ce ewpt f re eas vi ib ew ili ty overview Methods within the design process model Discover Define Develop — Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess Deliver
- 59. show Scenario map How doesa day in the life of your persona look? What news and topics, which content is s/he consuming? With whom is s/he communicating and through which media? In which situations and when?
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- 61. PHASE DATE DAY TIME detail Example of a scenariomap IMAGINE TIME NARRATIVE NAME PLACE - INITIATE - - TOUCHPOINTS TRADITIONAL Title Map (paper) Handwritten Printed material GOAL Laptop / Desktop DIGITAL Tablet Satnav In-car computer App PHONE Lumia Model: Message - - - Voice Web PHYSICAL - Signage Displays Automated terminal Tickets In person PEOPLE Colleagues - Static PLACES In-transit EMOTION INSIGHTS - Situation - Question - NEEDS
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- 63. br ie f c re on vi ce ewpt f re eas vi ib ew ili ty overview Methods within the design process model Discover Define Develop — Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess Deliver
- 64. define Using a questionformat to set the challenge How might we + + user + insight ? need
- 65. define Using a questionformat to set the challenge user insight need How might we help Carmen, a business woman, who has a fear of flying to have a pleasant flight experience nevertheless?
- 66. define Using a questionformat to set the challenge user How might we help Carmen, a business woman, who has a fear of flying to have a pleasant flight experience nevertheless? insight need
- 67. examples Reverse engineered challenge questions user insight need SitOrSquad VitraChairless NG Explorer How might we help visitors in a city with dirty public toilets to find a clean one? How might we support outdoor friends who are on the move to comfortably sit somewhere outside for a longer time? How might we help travellers who are annoyed of huge maps and thick guides to discover the best spots in an urban area?
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- 69. ideate What’s your answer tothe challenge?
- 70. ideate Tips for betteridea collection in brainstormings 100 × Go for quantity Keep it short Encourage wild ideas Defer judgment Build on the ideas of others One conversation at a time Stay on topic Be visual
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- 74. prototype How to makeyour idea tangible?
- 75. prototype What does your idealook like? How does it get tangible? How does it feel using it?
- 76. prototype Benefits of makingideas tangible quickly Create a common understanding amongst co-designers Communicate an idea to clients and co-designers Test ideas with users Co-design with clients, users and fellow designers Social dimension of prototyping —K. Dribbisch, M. Großmann, M. Jordan, O. Scupin (2012): Bringing Ideas To Life: A Typology for Prototyping. in Touchpoint Vol. 4 No. 2
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- 82. br ie f c re on vi ce ewpt f re eas vi ib ew ili ty overview Methods within the design process model HMW? Discover Define Develop — Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess Deliver
- 83. test How to know ifit’s any good?
- 84. collect Get feedback onyour prototype from: Fellow designers Clients — Icons: Okan Benn, Dmitriy Lagunov, Michael Rowe / The Noun Project Potential users
- 85. note Collect your feedbackfor the other group What’s good? — Icons: Jakob Schneider What to improve?
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- 88. show First prototype What doesyour idea look like? How does it get tangible? How does it feel using it? How is it integrated in your persona’s life?
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- 92. test Tips for evaluatingideas and prototypes with users test product prototype with its intended users correct wrong conclusions from discover stage to guide testing apply same rules as in discover phase don’t be defensive about your design or let others conduct testing don’t identify yourself as the product’s designer to avoid inhibiting testers iterate on findings (you seldom get it right the first time) — D. Saffer (2009): Designing for interaction — Icons: Nithin Viswanathan, Luis Prado, Benni, Jason Grube / The Noun Project
- 93. capture Tips for evaluatingideas and prototypes with users let user ‘speak out loud’ – and record it video tape usage of physical & interaction prototypes take notes of comments clarifying questions after completing test ? ask yourself ‘why’ to understand reasons for problems prioritise feedback by criticality, create action list
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- 97. prototype Iterate your prototype according toyour findings & based on your prioritisation. Document the whole project week appropriately in incom.
- 98. show Iterated prototype How hasyour prototype changed? What feedback was most valuable? What input was prioritised as most importan action points? How is your offer integrated into your persona’s life?
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- 101. pitch Use the Elevator Pitchtemplate to communicate your concept. Tell within two sentences: Who is your customer? What is her need? What is the offer’s key benefit and differentiator?
- 102. method Elevator Pitch forcommunicating your offer a foodie & chef at home For who has CONCEPT NAME that Unlike the TARGET CUSTOMER way too little time, yet loves cooking Kochhaus is a CUSTOMER NEED supermarket offers pre-compiled recipes MARKET CATEGORY . Kaisers, Perfetto or Proviant COMPETITION UNIQUE DIFFERENTIATOR Kochhaus offers all ingredients in 1 single shop w/o need running thru the city ONE KEY BENEFIT .
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- 107. model Stratification of Design (Thinking) Large ScaleSystems Policy Design Systems Design Environment Public Service Infrastructure Level of Complexity Systems & Behaviour Urban Planning Service Design Architecture SMEs Strategic Design Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media
- 108. model Different roles ofdesigners Designer as co-creator Investigator Designer as researcher Catalyst Designer as communicator Communicator Designer entrepreneur Designer as capability builder Manager Artist Designer as facilitator Designer as strategist — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf — Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php
- 109. model Design Thinking ProcessModel by HPI School of Design Thinking Understand Observe Point of View Ideate Prototype Test — HPI School of Design Thinking (2007): Kernelemente, http://www.hpi.uni-potsdam.de/d_school/designthinking/kernelemente.html
- 110. br ie f c re on vi ce ewpt f re eas vi ib ew ili ty overview Methods within the design process model HMW? Discover Define Develop — Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess Deliver
- 111. model Design’s contribution tovalue creation explore / conceive / prototype new futures prototype new integrated strategies imagine / prototype new brand directions improve / invent experiences reduce costs / reinvent processes improve functions & features — after Larry Keeley, Doblin
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- 113. tool Business Model Canvas KeyPartners Key Activities for Skype Value Propositions Key Resources Cost Structure — A. Osterwalder & Y. Pigneur (2010): Business Model Generation Customer Relationships Channels Revenue Streams Customer Segments
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- 117. Dan Saffer Designing forInteraction Bill Buxton Sketching User Experiences Bella Martin & Bruce Hannington Universal Methods of Design Michael Erlhoff & Tim Marshall Wörterbuch Design Vijay Kumar 101 Design Methods Jun'ichiro Tanizaki In Praise of Shadows
- 118. links Reading recommendations on theweb Luke Wroblewski: The Nimble Process Johnny Holland: It’s all about interaction Dubberly Design Office Stanford dschool: Use our methods Design Methoden Finder Service Design Tools: Communication methods supporting processes Design Staff: helping startups designing great products — Icon: Monika Ciapala / The Noun Project
- 119. Thank you Hannes Jentsch @kaffeetrinken MartinJordan @martin_jordan