U Penn Wharton design challenge '17
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A Design Thinking workshop that we gave to the Wharton Innovation & Design club for their 2017 design challenge
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U Penn Wharton design challenge '17
- 1. Penn Design Challenge Workshop #1 How to watch and learn from people 🔭
- 2. Adam Brodowski @brodowski HJ Kwon @hatchejota Clara Bunker @clarajoy Hi we’re…
- 4. The design process Intro to design research Go in field How to synthesize Today 1 2 3 4
- 6. “Design done right is the scientific method for business” - Daniel Burka, Google Ventures
- 7. Design is hard because it requires you to be humble. You’re publicly admitting you don’t know the answer. But you know how to find out!
- 8. We don’t know what will make the airport experience better! Right now we’re going to admit
- 9. But… We know how to find out
- 11. Learn Make Test
- 12. Research Synthesis Testing Definition 📕
- 13. Field research High school soccer player research for Nike
- 14. User interviews Planning service runs with the Alfred Ops team
- 15. Document everything User journey maps for Buster customers planning trips
- 16. 📕 Affinity mapping your notes Making sense of brushing behavior for Colgate
- 17. 📕 Forming insights Creating actionable insights for the NFL
- 18. 📕 Generate bulk ideas to test Team sketch session with Justworks
- 19. 📕 Lo-fi testing Paper prototypes for NFL players
- 20. 📕 Increase fidelity as needed Interactive prototype for Justworks
- 21. Player Support network Provider Draft Training Regular Season Off Season Retirement 👥 🏈 📕 Document service A service blueprint for the NFL support ecosystem
- 22. 📕 Share your solution Final recommendations for Colgate
- 23. 📕
- 24. We keep repeating this process The goal is to learn as much as possible with the least amount of resources as quickly as you can
- 25. Research Synthesis Testing Definition 📕
- 26. Workshop #1 Workshop #2 Research Synthesis Testing Definition 📕
- 27. Intro to design research2
- 28. Design the right thing, before designing the thing right
- 29. “If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions” -Albert Einstein
- 30. Any solution can only be as good as the depth of understanding of the problem
- 31. Empathy helps us understand the problems of others.
- 32. We gain empathy for people in 3 ways 🔭 🚶🔈 Observation Experiencing itInterviews
- 33. 🔭 🚶🔈 Observation Experiencing itInterviews
- 34. “The starting point for most of our projects is observation in it’s natural setting. We notice what people already do intuitively. That helps us make predictions about how people interpret this things we design.” -Jane Fulton Suri, IDEO
- 35. Goals Key things to look for and document Obstacles & challenges Artifacts Workarounds Workflows Environment Emotional state
- 36. People are already solving their problems somehow, the workarounds are so unconscious that people don’t even realize that they do it. Workarounds
- 37. There are thousands of things happening at the airport What you should take notes of?
- 38. A E O I U
- 39. Activities What are people doing and what do they want to accomplish? Environments Where do all of the activities take place? Objects What objects are used? why? are they used correctly or out of context? Interactions When do people interact with each other? with objects? why? Users Who all is involved?
- 40. 🔭 🚶🔈 Observation Experiencing itInterviews
- 41. It’s the users job to tell us about their problems, it’s our job to find solutions to them. We don’t do what the user says, we act on their behalf.
- 42. Here are three questions that seem good but need to be avoided “What do you want?” Impossible questions “Would you use this if…?” Hypothetical questions “So you like this right?” Leading questions
- 43. “If you ask customers if they think stores are too cluttered, the answer is a predictable yes.” “Walmart can’t escape clutter, can you?” - New York Times
- 44. But in 2009 decluttered Walmarts lost a combined 1 billion dollars in revenue. The problem was in the research methodology.
- 45. 1. What are TSOs trying to get done? 2. How do they currently do this? 3. How do they know it worked? 4. Why? Why? Why? Why? Why? Interview to learn about current behaviors not attitudes or opinions
- 46. Goals & Motivations What are they trying to accomplish? Do their goals ever change? What tasks do they need to achieve their goals? Behaviors How do they currently accomplish their goals? What are their workarounds? Routines What are some normal routines of theirs? Pain Points What makes their experience bad or unsuccessful? How often? What other services handle their pain points better?
- 47. Good conversations aren’t good interviews
- 48. Don’t answer their questions Don’t agree or disagree Don’t finish their sentences Make them fill silences Don’t paraphrase or put the answer in the question Let people speak in paragraphs Probe with clarifying questions
- 49. Go in field3
- 50. Analogous research Finding best in class / accessible experiences that are similar to what your working on so you can learn from them.
- 51. Group research activity What is the current library book checkout experience for students? What is the current food buying experience for students?
- 52. Van Pelt Library & Cafeteria 20 minutes Observe and interview Students and staff
- 53. 1. We will all walk to the library 2. We will observe the entire workflow of checking out a library book from the very beginning to when they check out 3. Everyone will take notes and photos based on the A-E-I-O-U framework 4. Ask to shadow students or intercept interview them as they’re checking out books 5. We’ll come back here and make sense of all your notes
- 54. LETS GO!
- 55. How to synthesize4 📕
- 56. Turning the mess of research into the beginnings of a design solution
- 57. Solving a problem simply means making the solution apparent.
- 58. There are many ways to synthesis We’re going to focus on three 👥 🏪 User Journeys Service Blueprints Affinity mapping
- 60. Take all of your quotes, observed behaviors, and artifacts
- 63. Player Support network Provider Draft Training Regular Season Off Season Retirement 👥 🏈
- 68. Observations, Behaviors, Quotes Insights Observation QuoteBehavior Behavior Observation Quote Theme #1 Theme #2 Theme #3
- 69. Synthesis activity Visualizing the library checkout experience into a user journey / service blueprint
- 71. 1. Write all findings and quotes on post-its 2. Organize all post its chronologically (earliest to latest) 3. Capture the timeline 4. Organize post-its into common steps 5. Label your steps and actors 6. Form insights
- 72. 1. Write all findings on Post-its
- 73. 2. Organize findings chronologically (earliest to latest)
- 74. 3. Take a photo of your Timeline
- 75. 4. Organize into common themes
- 76. 5. Label steps & actors
- 77. Findings Insights show us what people do why they do it actionable design problems How might we..? show us what people do
- 78. Students ask staff for help finding books… …because they’re not sure which floors contain which call numbers How might we help students understand which floors contain which call numbers?
- 79. Travelers don’t take their laptops out of their bags during security… …because they’re not sure which electronics can stay in their bags How might we help travelers understand which electronics need to go in the bins?
- 80. 6. Write your insights
- 81. 1. Write all findings and quotes on post-its 2. Organize all post its chronologically (earliest to latest) 3. Capture the timeline 4. Organize post-its into common steps 5. Label your steps and actors 6. Form insights
- 82. Students Library employees EnterLibrary C heckout Book ? ? ? ? ? Insight Insight Insight Insight
- 83. Travelers TSOs Enterairport Pass security & enterterm inal ? ? ? ? ? Insight Insight Insight Insight
- 85. 1. Observing travelers at the airport 2. Interviewing TSOs and Understanding their needs 3. Research synthesized into a service blueprint 4. Selecting pain points to begin testing ideas 5. List of actionable insights Research checklist
- 86. Workshop #1 Workshop #2 Research Synthesis Testing Definition 📕
- 87. We’ll see you in 2 weeks 👍