1.
Design the future
of the
Web Industry
That is… Design Thinking methods and Rapid
prototyping as your innovation strategy
William Donovan (@willdonovan) #EOTW

2.
Hi,
Are you ready for a warm up, post
lunch?
Who has every tried improvisation?

3.
Workshop’s Aim
An understanding of Design Thinking and
and how this approach can position
your projects with a strategic edge
Imaging and discover project
opportunities
Experience rapid prototyping

4.
The Question
How can we best showcase the
activities,
skills and
talents
of web professionals
?

5.
Who is @willdonovan
What does Igloo Digital do
with a UX’r & Design
Thinker in the house

6.
Open Innovation

7.
Design & Thinking - The Movie

8.
Design thinking
4 values
of design thinking
1. Human centred
2. Collaborative
3. Optimistic
4. Experimental
Co-Creative
Evidencing
Holistic

9.
Human
Centred
Design
Desirability
Viability
Feasibility

10.
Multi Disciplinary

11.
The Competitive Edge

12.
Thinking
Differently
Using strategic process
Thinking differently
about design
“design for more than
just the product, or the
ROI”
“Design your business
model”

13.
Kids,
learning design thinking
IDEO are teaching Kids design thinking so that
they can deal with the complex problems of
tomorrow.

14.
The Design Process

15.
Double Diamond
Divergent and convergent thinking
The process as a journey

16.
Convergent Thinking
Converge

17.
Solution Seduction
“solutionism.” The word for the belief
that with enough data about many
complex aspects of life—including not
just politics but also crime, traffic,
and health—we can fix problems of
inefficiency.
Evgeny Morozov (Author)
The Net Delusion: The Dark Side of Internet Freedom

18.
Quote
“We can’t solve problems by
using the same kind of thinking
we used when we created
them.” Albert Einstein

19.
DEDUCTIVE reasoning works from the more general to the more specific, informally
called a “top-down” or “waterfall” approach. Thinking up a theory about our topic,
then narrow down to more specific hypotheses that we can test. We narrow down even
further when we collect observations to address the hypotheses. This leads to test
the hypotheses with specific data -- a confirmation (or not) of our original
theories.
theory
Scientific
theory
tentative
hypothesis
hypothesis
INDUCTIVE/DEDUCTIVE
pattern
observation
observation
confirmation Design
INDUCTIVE reasoning works from specific observations to broader generalizations
and theories, informally called a "bottom up" approach. In inductive reasoning, we
begin with specific observations and measures, begin to detect patterns and
regularities, formulate some tentative hypotheses that we can explore, and finally
end up developing some general conclusions or theories.

20.
Divergent Thinking
Diverge

21.
Design thinking
Although design processes are in reality nonlinear, it
is possible to articulate an outline structure.
It is important to understand that this structure is
iterative in it’s approach

22.
3.05 PM Divergent – Discover (20 min)
1.25 PM Convergent – Define (25 min)
3.50 PM Coffee Break – Research (20 min)
4.05 PM Divergent – Develop (15 min)
4.55 PM Rapid prototyping (20 min)
4.55 PM Convergent – Deliver (5 min)
5.00 PM Pitch (1 min each)

23.
Welcome the funny feeling of uncertainty

24.
Doing, not talking

25.
Have Fun

26.
Rules of engagement
" Yes, and…
" Defer judgment
" Go for quantity
" One conversation at a time
" Encourage wild ideas
" Build on the ideas of others
" Stay focused on the topic
" Be visual

27.
Get Organised
" Get into groups of 5 people
" What idea do you want to work on?
" Nominate a team Deputy to capture at
the end

28.
Get Challenged
How can we best showcase the activities,
skills and talents of web professionals?
" In Recruitment
" In Accreditation
" In Training
" In Lobbying (Internet Filter, NBN)

29.
Opening Exercise
This is quick exercise to discover what we
have in common to work together on
" Get your pens ready
" Draw…

30.
Discover
Research
Ethnography
Observation
Immersion

31.
Ideo HCD
Learn Look Ask Try
Analyse the Observe Enlist Create
information people to people’s situations
you’ve discover participati to help
collected to what they on to empathise
identify DO rather elicit with people
patterns and than what information and to
insights. they say relevant to evaluate
they do. your proposed
project designs.

32.
Your turn
Team Share and Capture – dSchool method
" Use the 5 Whys
" Identify the current causes and
people (Internal and external)

33.
5 Whys
HOW: Ask “Why?”
questions in response
to 5 consecutive
answers.
WHY: This exercise
forces people to
examine and express the
underlying reasons for
their behaviour and
attitudes.

34.
Identify
Needs,
Identify
Insights
Empathy map
WHY: Gain a deeper understanding of
the people connected in your
project.

35.
Empathy map
HOW:
UNPACK:
SAY: What are some quotes and defining words your user said?
DO: What actions and behaviors did you notice?
THINK: What might your user be thinking? What does this tell
you about his or her beliefs?
FEEL: What emotions might your subject be feeling?
IDENTIFY NEEDS: “Needs” are human emotional or physical
necessities.
IDENTIFY INSIGHTS: An “Insight” is a remarkable
realization that you could leverage to better respond
to a design challenge.

36.
Define
Elimination
Refine
Focus

37.
Define
• Scope
• Stakeholders
• Environment
• Impact

38.
Personas
Jake Murray
Age:23
Gender: Male
Jake has recently left an accounting degree as he realised
that being stuck in spreadsheets not was not for him.
Jake grew up playing sport and participating in sporting
clinics for young kids which he found extremely rewarding.
Jake is looking for a good life balance of activity with
physical and mental challenges that feel like he has
achieved something each day.
The personas are archetypes built after a
preceding exhaustive observation of the
potential users.

39.
Persona template

40.
Customer
Journey
Map out the customers
journey step by step
Map out the touch-
points in the process

41.
Storyboard
Enrich the touch-points,
communicate the story

42.
How might we…
Problem Statement
User + Need = Insight

43.
How might we…
User + Need = Insight

44.
TEST PLAN
Validate your assumptions and
if others feel this is an
important problem

45.
Develop
Iterate
Prototype
Test

46.
Develop
" Use Cases / Scenarios
" Storyboarding
" Prototyping
" Testing
" Business model testing

47.
Create your first use case

48.
Design for human behaviour
“Put HOT TRIGGERS in front of MOTIVATED
people”

49.
Prototyping
Prototype

50.
Test early,
test often
from the Lean Start-up

51.
Rapid Prototyping 20 mins
The key here is to DO more than
THINK.
AIM – FIRE - ADJUST
Create the Prototype: 15 mins
Test round: 10 mins
Discuss & make amendments: 10 mins
(Test round: 10 mins)

52.
Rapid Prototyping
Thinking through doing
Aim-Fire-Adjust
Getting it wrong quickly

53.
Wireframes
" Quick sketches
" Easy to updated
" Easy to throw
away
" No code, no
design
" Testable

54.
Facebook
" How does
someone engage?
" What are they
doing?
" How is it
social?

55.
Role play – story telling

56.
Storyboard

57.
Prototyping tools
Role play / theatre
Art installation,
location based activity
Advertising campaign, poster / online
Comic / illustration / Storyboard
Song
Game / board game, mobile game
Mobile app
Website

58.
Deliver
Plan
Manage
Document
Review

59.
Deliver
" Business case
" Working group
" Service Blueprint
" Business Model
" Prototype
" The Cover Story

60.
Cover Story – Tomorrow’s Headline

61.
Cover Story – Tomorrow’s Headline
A Funny thing happened on the way
to the Internet…
1. Tell the AWIA story 5. “Quotes” can be from
anyone as long as
2. “Cover” tells the BIG they’re related to
story of their the story.
success.
6. “Brainstorm” is for
3. “Headlines” convey documenting initial
the substance of the ideas for the cover
cover story. story.
4. “Sidebars” reveal 7. “Images” are for
interesting facets of supporting the
the cover story. content with
illustrations.

62.
Service Blueprint
Stages of a Service
Find Buy Use Support
In each step identify:
" The user’s actions
" Touchpoints
" Front of house staff / resource
" Back of house staff / resource

63.
Business model canvas
Business model canvas
Project: Business model Company: TimeFinda Date: Wed Mar 13 2013
8 7 2 4 1
6 3
9
5
© willdonovan 2011

64.
Pitch
" Know your Audience
" Highlight the potential
" Build a narrative
" Communicate the value
" Be specific about your needs
" Encourage contribution

65.
Pitch
Develop the 60 second elevator pitch
" What are you out to achieve?
" Who is the audience?
" What do you want them to do?
" What are the next steps
Tells the story from the user’s perspective
Leave the audience with the hook wanting more

66.
Fill in the capture form
3–2 Refine Ideas IDEATION
WHAT NEEDS OR OPPORTUNITIES DOES THE CONCEPT ADDRESS?
Describe Your Idea LETS STUDENTS HAVE FLEXIBILITY TO COLLABORATE IN THE CLASSROOM BUT
Create a concept description for the idea that you would like to prototype and repeat for each idea.
ALSO PUT UP THEIR “DESK BLINDERS” WHEN THEY’RE TRYING TO FOCUS.
CONCEPT NAME: ENABLES STUDENTS TO CONTINUE TO HAVE PERSONALIZED DESKS THAT
FOLD-UP LEAF-DESK ALLOW FOR FLEXIBLE WORKSTYLES.
SKETCH
ONE-SENTENCE CONCEPT DESCRIPTION:
THE MURPHY DESK, FOLD UP THE LEAVES FOR PRIVACY, FOLD OUT TO CREATE
EXTENDED DESK SPACE FOR COLLABORATION.
WHO DOES IT INVOLVE, BOTH IN BUILDING AND IN USING IT?
- HELP FROM A WOODWORKER, SOMEONE WHO CAN SEW AND/OR HANDY-MAN
HOW DOES IT WORK?
VOLUNTEER PARENTS
ADD A HINGE AND DESK LEAF TO EACH DESK TOP. THE LEAF WILL FOLD UP
- CLASSROOM STUDENTS AND AFTER-SCHOOL ACTIVITIES GROUP WILL BENEFIT
TO OFFER STUDENTS PRIVACY WHEN THEY’RE TRYING TO BE HEAD’S DOWN, OR
FOLD OUT TO GIVE THEM MORE WORKSPACE WHEN THE STUDENTS WANT TO
WORK AS A TEAM. ADD CASTERS TO THE DESK SO STUDENTS CAN EASILY
MOVE THE DESK AROUND FOR COLLABORATION. DESK CUSHIONS!
WHAT DO YOU HOPE TO LEARN MORE ABOUT THROUGH PROTOTYPING THIS IDEA?
TEST THAT THE IDEA WORKS ON A FEW DESKS TO GET FUNDING FOR THE
ENTIRE CLASS.

67.
Summary

68.
Take away points
" Many ways to approach new projects
" Understand the problem, not the
solution
" The importance of collaboration
" You don’t need to be an expert
designer to innovate
" Content Strategy – be a content
expert

69.
Thank you
Next Steps…