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WTF is Design Thinking
The document discusses the evolution of customer-centric business models and the growing importance of user experience (UX) in differentiating brands in a digital age. It highlights the shift from traditional product and pricing strategies to a more empathetic, design thinking approach that prioritizes understanding customer needs and feelings. Additionally, it emphasizes the significance of collaboration and continuous prototyping in developing effective products and solutions.
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WTF is Design Thinking
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- 4. By 2020, UXwill overtake price and product as the key brand differentiator." 4 “
- 5. 5 Age of ManufacturingAge of Distribution Age of Information Age of Customers 1900-1960 1960-1990 1990-2010 2010-? Mass manufacturing makes industrial powerhouses successful Global connections and transportation systems make distribution key Connected PCs and supply chains mean those who control information flow dominate Power comes from engaging with empowered users Ford, Boeing, Sony, GE Wallmart, Toyota, UPS, P&G Amazon, Google, Microsoft, SAP Saleforce, Apple, Netflix, Amazon, Forrester Research We have entered The Age of the Customers
- 6. The Age ofthe Customers – Customers have more power, choice and influence than ever before – What we think and feel about our interaction with an organizations product and service is increasingly important due to the rise of social media – Social Media brings a new level of transparency to what consumers are thinking and feeling about brand 6 Power is in hands of the customers !" Forrester Research
- 7. People will forgetwhat you said, people will forget what you did, but people will never forget how you made them feel.” 7 “ Maya Angelou
- 8. 8 Digitalization and DigitalTransformation
- 9. Digital Business Transformation:It is about doing things differently – creating new business by using digital technologies It is not just about automating or inserting technology into an existing process (digitalization) to optimize the current value chain, but modifying the business model, changing the value chain and surely creating a new supply of products and services 9 "
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- 19. 19 How we asdesigner can help in
- 20. A human-centered, empatheticapproach to problem solving, combined with a non-linear and iterative process, that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. What is Design Thinking? Desirability (Human) Viability (Business) Feasibility (Technology)
- 21. – A mindset –Collaborative process – Prototyping and testing – A set of methods and tools 21 What is Design Thinking?
- 22. – Empathy – CreativeConfidence – Iterate, Iterate, Iterate – Learn From Failure – Optimism 22 Mindset 🤓
- 23. Empathy is thecapacity to understand or feel what another person is experiencing from within the other person's frame of reference, i.e., the capacity to place oneself in another's position. 💏 Mindset
- 24. – Users – Clients –Customers – Stakeholders – People Start From
- 25. – Observe – Engage –Watch and Listen – Ask Why Empathy
- 26. We spend alot of time designing the bridge, but not enough time thinking about the people who are crossing it” Dr. Prabhjot Singh Director of Systems Design at the Earth Institute “
- 27. 64% of thefeature we build in the software industry are rarely or never user Know Your User
- 28. “ The Customeris really the boss. “ Thinking about the customers has focused our priorities. “ There are two moment of thrash we are complete for: First, whenever she shops we stand for election – and either we get her vote or somebody else. Second when she used our product and she's either satisfied or not. During his tenure (’00-’15): – Sales doubled – Profits quadruped – P&G market value increased by more than $100 billion dollars A. G Lafley, CEO at P&G Customer-Centric Culture
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- 33. 33 Product Development Phase StrategizeExecute Assess Goal: Inspire, explore and choose new directions and opportunities Inform and optimize designs in order to reduce risk and improve usability Measure product performance against itself or its competition Approach: Qualitative and Quantitative Mainly Qualitative (formative) Mainly Quantitative (summative) Typical methods: Field studies, diary studies, surveys, data mining, or analytics Card sorting, field studies, participatory design, paper prototype, and usability studies, desirability studies, customer emails Usability benchmarking, online assessments, surveys, A/B testing https://www.nngroup.com/articles/which-ux-research-methods/
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- 35. 35 Most problems aretoo complex for one person. Multiple perspectives, skills, disciplines, experience and knowledge is key
- 36. 36 2014 — UserStory Mapping by Jeff Patton
- 37. 37 2014 — UserStory Mapping by Jeff Patton
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- 43. 43 The cheapest artifactto test an assumption
- 44. In 1978, JamesDyson became frustrated with his vacuum cleaner’s diminishing performance. 44
- 45. Five years and5,127 prototypes later, he had invented the world’s first bagless vacuum cleaner. 45
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- 49. Prototype driven culture –Build anything that allows the idea to be experienced – Let your building inform your thinking – Be comfortable with things that are rough – Fail early and often in order to succeed sooner – Ask the right questions
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- 52. Sir Francis Bacon(1561-1626) – Father of Scientific Revolution – Observation and Experiment – Develop the approach called empiricism or the experimental method
- 53. Scientific method (1962) Step-by-stepapproach consisting of identifying and defining a problem, accumulating relevant data, formulating a tentative hypothesis, conducting experiments to test the hypothesis, interpreting the results objectively, and repeating the steps until an acceptable solution is found.
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- 57. Adding the word‘thinking’ to ‘design’ was a brilliant move. David Kelley and Tim Brown, the founders of IDEO who popularized the term, were smart to take advantage of the unfamiliarity of the phrase. 57 Design Thinking Process is Just Design Process Jared Spool
- 58. As design professionals,we shouldn’t let ourselves think there’s any magic in Design Thinking. Our teams, stakeholders, and executives can believe in it, but we shouldn’t. 58 🎩 No Magic Jared Spool
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- 60. – Know yourclient – Know your proposition How to Sell
- 61. 61 Is there aDT in outsourcing?
- 62. 62 N 😭😭😭! Is therea DT in outsourcing?
- 63. 63 https://www.slideshare.net/Hienadz.Drahun/ux-maturity-models No Design Design as Styling DesignAs Process Design as Strategy Maturity of Clients
- 64. 64 We need Designer We need Application Weneed Solution We don't know what we need Client needs
- 65. 65 🐶 Some clients justwant pretty pictures
- 66. 66 They need pixelmonkey and requirement-man
- 67. 67 Other clients needthat you solve their problems 🕶
- 68. 68 But they don’tneed Design Thinking 😿
- 69. 69 Sell benefits andresults first and only then process 🤝
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- 71. 71 😱😱😱 Design Thinking ≠Design Sprint ≠ Workshops Know your proposition
- 72. 72 , DT – Approach DesignSprint – Framework Interviews, Workshops, etc – Activity
- 73. 73 Design Thinking Design SprintProduct Discovery Design Sprint Workshops Interviews Workshops Interviews Workshops Interviews
- 74. 74 Approach Metodology Agile, DesignThinking Scrum, Google Design Sprint, IBM Design Loop Generalized and tells one how to go about a problem Specific and has a step by step procedure to solve a problem Overall style that guides you when trying to overcome a problem It is a very well organized and well researched plan to solve a problem
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- 76. 76 We will doDesign Thinking, Google Sprints, Lean UX, Interviews, Test and Workshops. 😫
- 77. 77 😀 We will doworkshops with stakeholders and users. These activities are part of our Design Sprint based on Design Thinking Approach. As Result of these workshops we will have shared understanding of business and user needs…
- 78. When NOT toDesign Sprint – Your product is already very well-defined – Research is needed – The scope is too broad – The scope is far too narrow – Client needs a new product or service that needs to roadmapped ☠
- 79. 79 Design Sprints doesn'twork on Discovery
- 80. 80 Product Discovery!!! A productdiscovery is about ensuring that the right product is built for the right audience
- 81. There is nosingle process or toolkit that serves every single case. There is a wide variety of activities and tools that people customize to serve their needs. 81
- 82. The Traditional Way –A long list of ideas is collected from senior leadership – A group of people prioritizes and funds those ideas, initiatives, or projects – Funded projects get assigned resources and a PM/BA starts gathering requirements – The PM/BA interviews key stakeholders to understand what they need, documenting what they find – The requirements go to engineering for delivery
- 83. 83 2014 — UserStory Mapping by Jeff Patton
- 84. 84 2014 — UserStory Mapping by Jeff Patton
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- 86. How long discoverytakes Every service is different, but depending on the size and complexity of your service, your discovery should usually take between 2 and 8 weeks.
- 87. What you willhave after Discovery – Shared understanding of business and user needs – Concept of product – MVP vision – Roadmap – Estimate for delivery and client – Team composition – How you’ll measure success and what a successful service would look like
- 88. Discovery → DesignSprints Product Discovery Design Sprints Design Sprints Design Sprints
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- 90. Before Workshops – Agenda –Users – Rider
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- 93. Rider – Big meetingroom with TV or Projector – 2-4 whiteboards – Yellow 3-by-5 sticky notes, Small dot stickers – Black, Green and red whiteboard – Printer paper, Masking tape – Healthy snacks and water Example without whiteboard
- 94. Our Design Roomonsite
- 96. Table as whiteboard.How cool is that!
- 97. Workshop – Goal: Thedesired outcome or end result of a workshop – Questions: The information that the organizer needs to gather in order to reach the stated goal – Processes: The activities the attendees will do in order to gather the required information https://www.nngroup.com/articles/ux-workshop-agendas/
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- 99. Thinking over Doing WrongImplementation of Process The End Process is not the End Hype 99 💩 What can be wrong with DT
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