[PPT] _ Unit 3 _ Experiment.pptx

UNIT III : Experiment
By
Mr.S.Selvaraj
Asst. Professor (SRG) / CSE
Kongu Engineering College
Perundurai, Erode, Tamilnadu, India
20CDT23 – Design Thinking
Thanks to and Resource from : Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.

Unit Wise Syllabus – DT
7/7/2022 UNIT III _ EXPERIMENT 2

Unit III : Contents
1. Experiment – Methods and Tools
2. Ideation
3. SCAMPER
4. Analogous Inspiration
5. Deconstruct & Reconstruct
6. User Experience Journey
7. Prototyping
8. Idea Refinement
7/7/2022 3
UNIT III _ EXPERIMENT

Experiment Phase
• In experiment phase, huge quantity of ideas
are generated by brain storming using the
ideation tools.
• The ideas are then prototyped to provide user
with ideal user experience journey.

Purpose of Experiment Phase
• To brainstorm quantity and variety of ideas
around user deep needs.
• To make ideas tangible and visible through
building prototypes and visualizing the ideal
user experience.

Experiment – Methods & Tools and
Mindset & Attitudes and Process

Experiment - Methods and Tools
• Four Methods and Tools of Experiment.
– Ideation (SCAMPER, ANALOGY INSPIRATION, DCONSTRUCT
& RECONSTRUCT)
– User Experience Design
– Prototyping
– Idea Refinement

Ideation by SCAMPER
• SCAMPER is a tool to generate new ideas from different
perspective.
• SCAMPER is a creative brainstorming technique that stretches the
parameters of thinking to generate new ideas from different
perspective.
• Given any object you use SCAMPER to generate new ideas

7 Rules of Idea Generation
1. Stay focused on the topic
2. Go for quantity
3. Be visual
4. One conservation at a time
5. Encourage wild ideas
6. Defer judgement
7. Build on ideas of others

SCAMPER Tool

T29: SCAMPER Worksheet

T30: RECONNECTING PERSONAS
7/7/2022 List of Templates for CAT III 12

When to Use SCMPER
• When there is need to generate huge
quantities and variety of ideas

How to use SCAMPER for Ideation

Sample

Ideation by using POEMS
• Ideation can also be done using POEMS

Ideation using Analogy Inspiration
• Draw insights and inspiration from seemingly unrelated
industry to spark creative and innovative ideas
• Analogous inspiration helps to draw innovative ideas from
various organization and industries.
• It provides different perspective and prompts new and
creative ideas.

When to use Analogy Inspiration
• To generate variety and quantity of ideas

How to Use Analogy Inspiration

Sample 1

Sample 2

Ideation by Deconstruct and Reconstruct
• Deconstruct & Reconstruct is the process of
taking a product or service and initially breaking
it down into its
– essential parts;
– core components;
– key elements,
– significant strengths etc
• and then reconstruct idea and imagine new
possibilities by combining
features/characteristic .

Ideation by Deconstruct and Reconstruct

When to use Deconstruct & Reconstruct
• To generate innovative and creative ideas

How to use Deconstruct & Reconstruct

Sample

Idea Generation for your Design Challenge
• Having gone through all the methods of ideation/brainstorming, now it is
time to generate ideas for your design challenge/ problem.
• What to Do?
– Reference your persona’s deep or unmet need.
– Phrase the personas’ unmet need into a possibility question as: “How Might
we.....” Write the question on a big Post-it and place it in the middle of a large
sheet of paper: “e.g. How might we make Anxious Andu feel Connected with
RCSC and be Engaged in learning process while at RIM?”
– Generate quantity and variety of ideas around the person’s need.
– Sketch or write 1 idea on 1 post-it. Share ideas (1 at a time), and keep
generating ideas. Go for volume. (Use the 3 + 3 + 4 method)
– Use SCAMPER, POEMS, WHAT IF or other methods to inspire and spark
creative and possibility thinking.
– Pick One Idea and brainstorm in more details.
– Cluster the ideas by intention and identify themes.
•

Four steps
• All the activities pointed out in the PREVIOUS
SLIDE are detailed in four steps as below:

Clustering Ideas by Theme Sample

From Idea to Concept
• A concept is a meaningful and seamless
combination and/or integration of related
ideas to for a concept (or big idea) that best
addresses the target user’s deep need(s).
• The concept should clearly demonstrate and
articulate the target user’s deep need(s) and
benefits that the target user desires from you
to deliver.

Step 5

Step 6

User Experience Journey / Design
• User experience design is the process of
creating positive and great experiences by
enhancing the user satisfaction.
• It is focused on the user and involves the
process from how the person discovers the
product/ services to how he/she uses it to
achieve a goal.
• It outlines the details as to whether the ideas
may or may not work from user perspective.

When to use User Experience Design
• To generate details of the big idea.
• To check the viability of the big ideas

Sample 1

Sample 2

How to Map User Experience Journey
• User experience journey includes the entire
process from how the user discovers the
product, service, process to how he/she uses it
to achieve a goal.
• It consists of phases/stages of the behavior and
touch-points across time and space.
• The user journey is based on user insight, deep
needs, behaviors and include interactions,
emotions and experiences.
• User Experience Journey mapping can be done in
four steps:

Sample User Journey till step 2. Under each emotion
symbol, you can give naratives to describe behaviour
and emotion of the persona in this journey

Complete User Experience Journey

Prototyping
• Prototyping is an approach that makes ideas
and concepts more tangible and visual as
compared to written ideas.
• It helps us to empathize with the user in
terms of the viability of the solution and
further minimizes the risk of failure at large
scale.

Introduction
• Rapid prototyping is the creation of visual (and
sometimes experiential) manifestations of concepts.
• It is an iterative set of activities, done quickly, aimed
at transforming the concepts generated in the What
if stage into feasible, testable models.
• In prototyping, you give your concepts detail, form,
and nuance— you bring them to life.

Rapid prototyping
• Early prototypes are often crude and unfinished in
appearance, and they are supposed to look like “works in
progress.”
• High-fidelity 2D prototypes are more developed, usually
taking the form of
• storyboards,
• user scenarios,
• experience journeys, and
• business concept illustrations.
• Eventually, you will use 3D prototypes that are “built out” (in
design language) working models that contain more features
and details.

Early Vs Functional Vs Market Prototypes

Rapid prototyping...
• When to use it: Build prototypes early and often.
You prototype to learn rather than to “test” a
theoretically finished offering.
• You want the process to be simple and quick so that
you can “make mistakes faster,” identifying areas
that can be improved while agreeing on those that
are working.
• Sooner is better than later.

• Why rapid prototyping de-risks your growth
project: Prototyping uses an affordable loss
calculation: What is learning worth?
• What amount can you afford to lose to learn
something that your competitors don’t know (even
if you don’t move the concept forward).
• It is all about minimizing the “I” part of ROI, which
allows you to test many variations of concepts,
bringing more of what designers call “optionality”
into the design process.

• The cost of a simple 2D prototype could be as low as a pen
and some paper.
• We can afford to do lots of 2D prototypes—and to prototype
individual parts of a concept as well as the whole thing.
• By making abstract ideas tangible to potential partners and
customers, you can better facilitate meaningful conversation
and feedback about them.
• The purpose of prototyping is to create something quickly
that can then be
• tested with users,
• refined, and
• socialized with a broader audience.

Prototype types
• Two Types:
1. Low fidelity Prototypes
2. High-fidelity Prototypes
• First we’ll try out a low-fidelity prototype on
some customers and see how it goes.
• If it succeeds, we’ll build a higher-fidelity
prototype of our idea and see if any
customers are willing to part with their money
for it.

Low – Fidelity Prototypes
• To create the simplest low-fidelity prototype, all
you need to have is a pen and paper.
• You, or the members of the team, can draw a
sketch showing your product usability.
• do not allow user interactions.
• low-fidelity prototypes takes little time because
the main focus is on design and concept.
• Techniques:
1. Paper Prototypes
2. Wireframes
• Tools:
1. Power Points
2. Adobe XD

Paper Prototypes 1

Paper Prototypes 2

Paper Prototypes 3

Use Stencil for paper prototyping

High – Fidelity Prototypes
• High-fidelity prototype are computer-based, and usually allow
realistic (mouse-keyboard) user interactions.
• High-fidelity prototypes take you as close as possible to a true
representation of the user interface.
• High-fidelity prototype resembles the final product more.
Being an accurate representation of the product.
• High-fidelity prototype are makes it easier for the client and
test users to understand it.
• Even though the process of creating high-fidelity prototypes is
time-consuming, its results are worth it.
• Techniques:
1. Digital Prototypes (3D designs, animations)
2. Coded Prototypes – (starts with HTML, etc.)

Digital Prototypes

• Most tangible differences between design thinking and business
thinking is prototyping.
• As a manager, one can probably more adept at thinking without
drawing or prototyping. But he can not adept at helping others
see your thoughts.
• That is why you must prototype—to make your thoughts explicit
so that others can grasp them quickly and share their thoughts
with you.
• A good prototype can be 2D or 3D, it can take 60 seconds or 60
hours—but it always tells a story that invites other people into
an experience.

Kinds of Rapid prototyping...
• Architects create blueprints and models
• Product designers build physical prototypes.
• Business prototypers, on the other hand, generally use visual
or narrative approaches: images and stories.
• Prototypes can even include role-playing and skits.
• Today’s computing power has given rise to a whole new set of
prototyping approaches: video games and simulations.
• Some prototypes capture a concept in its entirety; others
represent individual elements so that each can be tested
separately.

Getting Started with Rapid prototyping...
• 1) Start small and simple.
• 2) Figure out the story that you want to tell.
• 3) Show, don’t tell.
• 4) Visualize multiple options.
• 5) Play with your prototypes, don’t defend them.

• 1) Start small and simple.
• In our experience, nearly all firms build the sophisticated
kind of 3D prototypes.
• Those are great to help you figure out how to build
something, but at this stage we are more interested in
figuring out what (if anything) to build.
• For that reason, the most successful growth projects
prototype early and often.
• They permit their prototypes to feel unfinished.
• A prototype that leaves a little room for interpretation
invites the user to contribute to it and complete it.

• 2) Figure out the story that you want to tell.
• Visualize the concept in pictures, using as few words
as possible.
• Add complexity, where appropriate, as you go.
• Forms of 2DPrototypes:
• Flowcharts,
• Storyboards,
• Metaphorical prototype,
• videos,
• interactive building blocks,
• Business concept illustrations.

• 3) Show, don’t tell.
• Make the prototype feel real through mock imagery and
artifacts.
• Work on creating empathy—try to bring the observer into
the concept.
• Focus on capturing details of how the concept will work and
how people will experience it.
• Make the choices concrete.
• Use
• stories,
• maps,
• images, and
• movie trailers to spark conversation.

• 4) Visualize multiple options.
• Create some choices to be made.
• Be willing to move the sheets.
• 5) Play with your prototypes, don’t defend them.
• Let others validate them —not the people who created
them.
• But always keep in mind what you are testing.
• Prototypes are about testing the assumptions you’ve
identified as critical.

How to carry out Prototyping?

Sample

List of Templates so for we seen..
• T29: SCAMPER Worksheet
• T30: SCAMPER – Reconnecting With Our Personas

Thank You

[PPT] _ Unit 3 _ Experiment.pptx

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