Forget Design Thinking — Start Design Doing
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Design Thinking is gaining traction amongst business people, but unfortunately design doesn't happen by thinking about it. You have to roll up your sleeves and make things. In this workshop for UCLA Anderson, I show MBAs tactical design activities that they can put to work now.
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Forget Design Thinking — Start Design Doing
- 1. Design Doing DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH
- 2. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING • CEO, Philosophie Group • Web since 1996 • Over 200 web/mobile products • GA UXDi Global Curriculum • UCLA alumnus
- 3. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Jordan Keating Jinny Oh JN Bayette Taneen Jafarkhani
- 4. Design is a process for reducing ambiguity in even the most chaotic environments. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 5. Design Thinking TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 6. Design Thinking TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 7. Diverge and Converge TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING diverge converge diverge converge Empathize Define Ideate Prototype Test diverge
- 8. Iterate and Experiment TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING HYPOTHESIS OPPORTUNITYTEST IDEATE MAKE UNDERSTAND
- 9. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 1 I am not the user.
- 10. –Stephen P. Anderson It’s all about People, their Activities, and the Context of those activities. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 11. How do we get that info? TWEET @SKOTCARRUTH Contextual inquiry User interviews Diary studies Card sorting Focus groups Analytics A/B testing Eye tracking Secondary research Surveys DESIGN DOING > DESIGN THINKING
- 12. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 13. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 14. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 2 What’s the problem?
- 15. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING _____________________ needs a way to ________________________________ because/but _____________________. Problem Statement «Persona» «Goal» «Synthesized Insight»
- 16. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 3 Time to play.
- 17. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Creative Play
- 18. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 19. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Crazy-eights
- 20. Productive Brainstorming TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING • Get silly • Use crayons • Turn it into a game • Play with extremes • Remove obvious constraints
- 21. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 4 Articulate the solution. Assume you’re wrong.
- 22. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING I believe that _______________________ needs ______________________________. I will know this is true if _____________________________________. Solution Hypothesis «Persona» «Proposed Solution» «Evaluation Criteria»
- 23. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 5 Stop talking and make something already.
- 24. What is an “MVP”? TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING QUESTION:
- 25. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING ANSWER: The smallest thing you can create to learn what you need to to move forward.
- 26. Different types of MVPs TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING • Pitch MVP • Concierge MVP • Design Prototype
- 27. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 28. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 29. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 30. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 6 Prove it.
- 31. Many different types of tests TWEET @SKOTCARRUTH Concept Validation Focuses on behavior. Does it solve the problem we set out to? Is this actually valuable to people? Perception Focuses on attitude and comprehension. How do people feel about the solution? Usability Focuses on usage. Can users complete tasks effectively and efficiently? DESIGN DOING > DESIGN THINKING
- 32. Design Doing TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 33. We’re going to be designing a mobile app to help a stranger solve a problem they have. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING
- 34. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 1 I am not the user.
- 35. Have a genuine conversation with a human TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 5 minutes × 2
- 36. Make a persona for the person you interviewed TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 5 minutes
- 37. Personas TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Segment / Demographics Backstory / Motivation Activities / Habits Pain Points / Needs
- 38. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 2 What’s the problem?
- 39. Create a problem statement TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 2 minutes
- 40. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING _____________________ needs a way to ________________________________ because/but _____________________. Problem Statement «Persona» «Goal» «Synthesized Insight»
- 41. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 3 Time to play.
- 42. Sketch eight radically different ideas. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 5 minutes
- 43. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Crazy-eights
- 44. Present your ideas and get feedback from your partner TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 2.5 minutes × 2
- 45. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 4 Articulate the solution. Assume you’re wrong.
- 46. Create a solution hypothesis TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 2 minutes
- 47. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING I believe that _______________________ needs ______________________________. I will know this is true if _____________________________________. Solution Hypothesis «Persona» «Proposed Solution» «Evaluation Criteria»
- 48. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 5 Stop talking and make something already.
- 49. Turn your best idea into something that you can test TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 10 minutes
- 50. Share your solution and get feedback from your user TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING 5 minutes × 2
- 51. DESIGN DOING > DESIGN THINKING TWEET @SKOTCARRUTH STEP 6 Prove it.
- 52. You did design. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING HYPOTHESIS OPPORTUNITYTEST IDEATE MAKE UNDERSTAND
- 53. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Takeaways
- 54. Some bonus tactics TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING • Beginner’s mindset • Listen to users; ask them to design with you • Diverge, then converge • Timebox • Think and share visually
- 55. TWEET @SKOTCARRUTHDESIGN DOING > DESIGN THINKING Thank You! Email me: skot@philosophie.is