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David Kelley: How to build your creative confidence
Design Thinking
Ivy Guo
Stanford University
Design Thinking
What is Design Thinking?
Process!
Design Thinking
Design Thinking
Any Difference?
human-Centered
Fast prototyping
Iteration
5 steps
Linear? >
Not necessarily
Design Thinking
WHAT is the mode?
Empathy is the foundation of a
human-centered design process~ ~
-  Observe
View users and their behavior in
the context of their lives
-  Engage
Interact with and interview users
through both scheduled and short
‘intercept’ encounters
-  Immerse
Experience what your user experiences
Observe!
What How Why
Give them what they need, not what they want
Pay attention to emotional touches
Record it!
Design Thinking
Interview!
-  Prepare yourself
-  Introduction
-  Kickoff
-  Build Trust
-  Grand Tour
-  Reflection
-  Wrap-Up
Traveling ? Interests?
Design Thinking
WHAT is the mode?
unpack and synthesize your empathy findings
into compelling needs and insights, and scope a
specific and meaningful challenge
~ ~
- How Might We
- POV
Point of View. Provides focus and
frames the problem
Inspires your team
- How Might We
User + Need + Insight = Point of View
(who) NEEDS TO (verb) B/C (insight)
POV
-  Saturation
Put up post-its, pictures and other
artifacts that express the stories you heard
and saw in your observations
-  Mapping
Lay out maps of relevant places or times
that you can identify the stories with. 
E.g. Empathy Map.
-  Grouping
Find common themes among your stories
How Might We
Smaller actionable pieces
Design Thinking
WHAT is the mode?
Ideate is the mode during your design process
in which you focus on idea generation
~ ~
- Brainstorming
The intention of brainstorming is to
leverage the collective thinking of
the group, by engaging with each
other, listening, and building on
other ideas.
- Defer judgment
- Encourage wild ideas
- Build on the ideas of others
- Go for volume
- One conversation at a time
- Headline
RULESBrainstorming
Design Thinking
-  Prepare yourself
-  Write fast & be visual
-  Use humor and be playful
-  Monitor and lead the
productivity of the brainstorm
-  Know when to stop
Design Thinking
Prototyping is getting ideas and explorations
out of your head and into the physical world
- Empathy gaining
deepen your understanding of the design
space and your user, even at a pre-
solution phase of your project
- Exploration
- Testing
- Inspiration
Inspire others (teammates, clients,
customers, investors) by showing your
vision
WHAT is the mode?
~ ~
Design Thinking
Prototyping for Elmo's Monster Maker iPhone App
Keynote prototype
Design Thinking
WHAT is the mode?
Testing is the chance to refine our solutions
and make them better
~ ~
-  Refine prototypes and
solutions
-  Learn more about users
-  Test and refine POV
Design Thinking
Testing with Users
-  I LIKE
-  I WISH
-  WHAT IF
Reflection
Nolan's Cheddar Commercial Mouse
Ivy Guo
2013.5.31
Thank you!
Weibo:
illinoisivyguo@gmail.com
洛真如

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Design Thinking

  • 1. David Kelley: How to build your creative confidence
  • 4. What is Design Thinking?
  • 10. 5 steps Linear? > Not necessarily
  • 12. WHAT is the mode? Empathy is the foundation of a human-centered design process~ ~ -  Observe View users and their behavior in the context of their lives -  Engage Interact with and interview users through both scheduled and short ‘intercept’ encounters -  Immerse Experience what your user experiences
  • 13. Observe! What How Why Give them what they need, not what they want Pay attention to emotional touches Record it!
  • 16. -  Prepare yourself -  Introduction -  Kickoff -  Build Trust -  Grand Tour -  Reflection -  Wrap-Up
  • 19. WHAT is the mode? unpack and synthesize your empathy findings into compelling needs and insights, and scope a specific and meaningful challenge ~ ~ - How Might We - POV Point of View. Provides focus and frames the problem Inspires your team - How Might We
  • 20. User + Need + Insight = Point of View (who) NEEDS TO (verb) B/C (insight) POV -  Saturation Put up post-its, pictures and other artifacts that express the stories you heard and saw in your observations -  Mapping Lay out maps of relevant places or times that you can identify the stories with.  E.g. Empathy Map. -  Grouping Find common themes among your stories
  • 21. How Might We Smaller actionable pieces
  • 23. WHAT is the mode? Ideate is the mode during your design process in which you focus on idea generation ~ ~ - Brainstorming The intention of brainstorming is to leverage the collective thinking of the group, by engaging with each other, listening, and building on other ideas.
  • 24. - Defer judgment - Encourage wild ideas - Build on the ideas of others - Go for volume - One conversation at a time - Headline RULESBrainstorming
  • 26. -  Prepare yourself -  Write fast & be visual -  Use humor and be playful -  Monitor and lead the productivity of the brainstorm -  Know when to stop
  • 28. Prototyping is getting ideas and explorations out of your head and into the physical world - Empathy gaining deepen your understanding of the design space and your user, even at a pre- solution phase of your project - Exploration - Testing - Inspiration Inspire others (teammates, clients, customers, investors) by showing your vision WHAT is the mode? ~ ~
  • 30. Prototyping for Elmo's Monster Maker iPhone App Keynote prototype
  • 32. WHAT is the mode? Testing is the chance to refine our solutions and make them better ~ ~ -  Refine prototypes and solutions -  Learn more about users -  Test and refine POV
  • 35. -  I LIKE -  I WISH -  WHAT IF Reflection