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![DESIGN
THINKING
point of viewComing up with a
The Point of View is one sentence that creates an
image in your mind. Based on an understanding of a
user group and an insight into a specific need, it
narrows the focus and makes the problem specific.
Template:
[User] needs (to) [Need] because [Insight]
Example:
The Department Supervisor needs time with
customers, since knowing who they are enables her
to optimize her ordering plan.
POV = USER + NEED + INSIGHT
40](https://image.slidesharecdn.com/itmpdtsummitgraz2016-161020081309/75/ITMP-Design-Thinking-Summit-Graz-2016-38-2048.jpg)
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ITMP Design Thinking Summit Graz 2016
The document presents an overview of design thinking, highlighting its importance in solving complex problems and fostering innovation through interdisciplinary teamwork and user-centric approaches. It outlines key steps in the design thinking process, including empathizing with users, defining problems, ideating solutions, prototyping, and testing ideas, alongside various techniques for effective collaboration and iteration. The document emphasizes the need for creativity, flexibility, and user feedback in achieving successful design outcomes.
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ITMP Design Thinking Summit Graz 2016
- 1. Oliver Kempkens 08.– 09. April a service of Design Thinking
- 2. DESIGN THINKING 2 Oliver Kempkens CEO,ITMP DEUTSCHLAND GMBH >13 years on the borderline between entrepreneurship and corporate routine › Business & Digital Transformation › Design Thinking & User-centrism › Change management Entrepreneur Consulting / Change Management Design Thinking
- 3. DESIGN THINKING ??What is DesignThinking 3
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- 6. DESIGN THINKING 8 complex problems DesignThinking is a method for solving new ideas.and creating
- 7. DESIGN THINKING innovation people, space, approach. 9 Design Thinking means… … creating by combining diverse creative and an iterative
- 8. DESIGN THINKING 10 Ingredients forDesign Thinking innovation people space approach + +
- 9. DESIGN THINKING 11 Ingredients forDesign Thinking innovation people space approach + +
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- 11. DESIGN THINKING 13 Ingredients forDesign Thinking innovation people space approach + +
- 12. and the freedomto explore. DESIGN THINKING 14
- 13. DESIGN THINKING 15 Ingredients forDesign Thinking innovation people space approach + +
- 14. DESIGN THINKING design thinking steps 16 ideateprototypeunderstand define povobserve test
- 15. DESIGN THINKING think like adesigner 17 GO BROAD AND FOCUS LATER. ? ! create choices make choices diverge converg create choices make choices diverge converg understand observe define pov ideate prototype test
- 16. DESIGN THINKING problem space 18 ideate prototypeunderstanddefine povobserve test
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- 19. DESIGN THINKING what are you trying to achieve? 21 ›focus of the solution › quick research to validate › shift the project focus if necessary › plan the project, based on the phases of the Design Thinking approach
- 20. DESIGN THINKING creative reframing › eachteam member has an individual view on the challenge › invest time to discuss in a structured way using creative reframing › result will be a clear, agreed upon, design challenge DURING 22
- 21. DESIGN THINKING example 23 › write downyour challenge and underline keywords › brainstorm thoughts per keyword and optionally discuss constraints › reframe the challenge: “Redesign the (experience) for (user & context) in a world where (constraint).”
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- 24. DESIGN THINKING 360º subject matter experts howto research, discover, explore & capture? field research (users & customers) stakeholders analogous situations › analysts & thought competition inspiration & trends 26
- 25. DESIGN THINKING empathy I run my ownreports THE BASIC PRINCIPLE Strange, the numbers don’t add up?! say = do = think = feel ♥ 27
- 26. DESIGN THINKING empathyDifferent methods ofobservation to get try and do ask and listen watch and observe 28
- 27. DESIGN THINKING try and do 29 ›develop empathy › see through the eyes of your users › define your task and really do it › state your impressions › mention all enablers and constraints › take it seriously
- 28. DESIGN THINKING ask and listen 30 ›ask open-ended questions › ask 5 times why › be aware of body language (own and interviewee) › LISTEN – you are the student (20-80) › Be curious! › take photos › collect artifacts › pair up for interviews, interviewer and note taker › write down your impressions › say thank you in the end › debrief and make the next interview even better
- 29. DESIGN THINKING watch and observe 31 ›look for details › capture the atmosphere › be curious and talk to people › take photos and notes › speculate: what if...? › buy things, do things › collect artifacts › write down your impressions › be polite and do not disturb › act as a guest
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- 32. DESIGN THINKING 34 ? ! create choices make choices divergeconverg create choices make choices diverge converg understand observe define pov ideate prototype test We still need to re-focus and make choices reminder
- 33. DESIGN THINKING 1 Synthesis — Theart of structuring your insights storytelling 2clustering 3creating a persona — experiment with different frameworks 4defining a point of view 35
- 34. DESIGN THINKING storytelling Make a listof users you saw. Start with stories of similar roles. As the storyteller, describe what you heard and observed: Set the stage, introduce “actors”, tell the story. Try not to (mis)interpret or judge and indicate if you make an assumption. bad post-its good post-its As the audience, try to note down all important details on post-its. Be visual :) Put one statement per post-it and articulate the statements clearly so that they are understandable without other context. Use one color per user to have a reference. 36
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- 36. DESIGN THINKING clustering Sort your insightsinto categories or “buckets”. Which insights are related to each other in some way? Look for common patterns and themes. 38
- 37. DESIGN THINKING personaCreate a Personas arefictional characters created to represent user types. They are useful in considering the goals, desires, and limitations of the users to help to guide design decisions. Personas put a personal human face on otherwise abstract data about customers. Your persona description might include: › name and picture › demographics like age, education › needs and tasks › goals and aspirations 39
- 38. DESIGN THINKING point of viewComingup with a The Point of View is one sentence that creates an image in your mind. Based on an understanding of a user group and an insight into a specific need, it narrows the focus and makes the problem specific. Template: [User] needs (to) [Need] because [Insight] Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan. POV = USER + NEED + INSIGHT 40
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- 40. DESIGN THINKING agend a 42 9:00 Welcome &Check-in 09:30 Quick Presentation / Sync 10:00 Ideation 11:00 Prototyping 12:00 Lunch 13:00 Testing & Iteration 15:00 Presentation Preparation 16:00 Final Presentation 16:45 Closing Round
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- 43. DESIGN THINKING 45 ? ! create choices make choices divergeconverg create choices make choices diverge converg understand observe define pov ideate prototype test We still need to re-focus and make choices reminder
- 44. DESIGN THINKING 46 be visual “drawa crazy picture…put something silly in the world that ain't been there before” – Shel Silverstein
- 45. DESIGN THINKING 47 think progressive “criticismis hard to take, particularly from a relative, a friend, an acquaintance or a stranger” – Franklin Jones
- 46. DESIGN THINKING 48 encourage wildideas “if at first, an idea doesn’t sound absurd, then there’s no hope for it” – Albert Einstein
- 47. DESIGN THINKING 49 build uponthe ideas of others
- 48. DESIGN THINKING 50 go forquantity “the best way to get a good idea is to get a lot of ideas” – Linus Pauling
- 49. DESIGN THINKING 51 one conversationat a time “it takes a great man to be a good listener” – Calvin Coolidge
- 50. DESIGN THINKING 52 stay focusedon topic
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- 55. DESIGN THINKING strategyPrototyping – Costof change over Time? COSTSOFERRORS PROJECT PROGRESS X X X Test & Iterate: Num ber of Cost per Danger: Post-decision dissonance! Too late! Learn here! Procurement & ProductionPlanning & Development Test, Delivery & Launch 57
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- 60. DESIGN THINKING Storyboard of howthe user might interact Feedback: big-picture ideas – revolutionary changes. “We should NOT try to put a drawing feature in here… it’s featuritis without a key benefit to most users.” 62 Hand drawing look and feel Feedback: higher-level features are questioned, bigger change possible. “Maybe the tool should be context- specific… Let’s kill the toolbar and bring up only tools that make sense at that moment. Looks done Feedback: detailed tweaks to specific features – very focused and incremental. “Can you change the font on that ‘T’? Not sure I like this bevel line weight.” Looks clean Feedback: tweaks to the screen as a whole – incremental improvements. “I don’t like the two-column layout for tools. Can we have them go across the top?” paper prototypes
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- 63. DESIGN THINKING 65 › togather early feedback from users, stakeholders and experts, to be able to iterate › to learn about your idea’s strengths and weaknesses › to fail early Why test?
- 64. DESIGN THINKING 1 Let theprototype speak for itself – accept that you may show users something that‘s not perfect. Don‘t defend your idea. It‘s for the user – not for you! Be aware what you want to learn – stay on topic. Be open-minded – you might hear new ideas and insights. Be receptive and thankful for feedback – it‘s the best way to learn. Ensure feasibility and viability. Use roles to improve testing success. Capture and later synthesize all feedback. Ideate how the feedback can be worked into the next iteration. 66 How to test 2 3 4 5 6 7 8 9
- 65. DESIGN THINKING feedback capture grid What wasgood? New questions? What was bad? New ideas? 67
- 66. DESIGN THINKING 68 get feedback fromyour users
- 67. DESIGN THINKING pitchYour final presentationbriefly describes the context of your solution. What were you asked to do? Who were you designing for? Which insights did you discover? Then focus on the essence of your solution and how it solves your users’ needs. 5 minutes each team 69
- 68. DESIGN THINKING i like, iwish 70
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