Design thinking for designing and delivering services

design thinking for designing & deliveringservicesZaana Howard | Associate Lecturer | QUT17 May 2013 for QULOC

INN332: Informa-on Retrieval unit overview Zaana Howard Associate Lecturer z.howard@qut.edu.au Hello! By Major Clanger hIp://www.ﬂickr.com/photos/major_clanger/382513/ tweeting?@zaana#quloc

agenda10.00 - 10.30 Introduction10.30 - 11.00 Understanding current challenges11.00 - 12.15 Understanding the problem12.15 - 1.00 Lunch 1.00 – 2.15 Developing & testing a solution2.15 - 2.30 Preparing your story2.30 - 3.00 Showcase and wrap up

what isdesign thinking?

design is evolving...Designer chairs, “Eames Duo 2” by moguphotos http://www.ﬂickr.com/photos/bygenejackson/3112409205/

to designthinking…Timeline detail by Garrettchttp://www.ﬂickr.com/photos/garrettc/2575214144/

design thinking is ahuman centred &collaborativeapproach to problem solving that iscreative, iterative &practical.(Brown, 2008)

Adapted from Brown (2008). business(viability)technology(feasibility)people(desirability)design thinking integrates...

Is a balance of thinking...From Mar-n (2009)

We are Snookhttp://web.fumsi.com/go/article/use/64147 design thinking starts with...

a note on language:user centred design;human centred design;user experience;service design;design thinking (+ more...)often interchanged, all related but eachhas its own distinct definition, historyand foundations

thedesign thinkingprocess

discoverydefinitionideationprototypingtestingdesign thinking phases

non linear process

focusﬂareHassno Platner Institute of Design, Stanford Universitymodes of thinking

how design feelsDaniel Newman, Central Office of Design

Carnegie Librarycase study

the library is…Maya Design

Mapa Rambla Sant Jordi. 1a parte. ZONA VI by La Fundicio start with researchexploring, observation,shadowing users,interviews andbrainstorming sessions

walk in thecustomersshoesMaya Designhttp://www.slideshare.net/whatidiscover/designing-for-experience

components of the serviceexperiencehttp://www.slideshare.net/whatidiscover/designing-for-experience

scenarios to visualisewhat’s brokenhttp://www.slideshare.net/whatidiscover/designing-for-experience

l_system.png by sansumbrella insight:environmental complexity

redesigning the serviceexperienceMaya Designhttp://www.slideshare.net/whatidiscover/designing-for-experience

step by step through the experiencehttp://www.slideshare.net/whatidiscover/designing-for-experience

resultsMaya Designhttp://www.slideshare.net/whatidiscover/designing-for-experience

resultshttp://www.slideshare.net/whatidiscover/designing-for-experience

testinghttp://www.slideshare.net/whatidiscover/designing-for-experience

what happened?new customersexisting customers have a better experience,accomplish their goals more easilylibrarians and library staff devote more of theirto high value, high reward efforts. Blue tape measure by Darren Hester

let’s get on with it!

groundrules

encourage wild ideasonly good and betterno spectatorscollaborativework fastdone, not perfect

currentchallenges

sharing is caringWhat are some of the problemsand challenges you are facing?Make sure you all get a chance toshare.

discovery

what do you already know about the problem?good points? pain points?what do you need to be aware of for the future?challenges? opportunities?any themes and insights?share what you know

Dig deep.Ask for stories.Uncover feelings and emotions.Why is this important?What really matters?ask questions

Who are you designing for?What motivates them?What are their needs?What is their background?How do you design for their context?Where are there gaps?How can we build on their needs/changinglives? build a persona

Personal informationAge: 19Profession: full time studentField: DesignHome life: single, lives with parentsHobbies: hanging out with friendsPersonality: arrogant andambitiousAmelie the Undergrad“Do I need to know this topass?”•  Inexperienced library user•  Only interested in what’s required•  Research is not a key part of thecourseBackgroundComputer usageLibrary usageKey experiencesExperience: highPrimary uses: IM, email, web, CreativeSuiteFavourite sites: Facebook, YouTube,Vimeo, Design MilkHours online per week: 40Works out of: library or homeDevices: laptop & any device she canget her hands onHow often (online): weeklyHow often (offline): few times a weekFor: study, meet friendsAdvanced features: rarelyReliance on library: high (fewalternatives)Material: booksUses: catalogueAmelie uses design books in the libraryto get ideas for projects. She does notrely on the library’s journal collections,her emphasis is on books. She usesthe online catalogue to get started butspends most of her time pulling booksfrom the stacks and looking for images.As a design student her work is veryproject focused with little researchrequired. Some of her projects arehighly independent, others involveworking in groups and building on ideasfrom her colleagues. Her studio workinvolves developing prototype designsby using Creative Suite software,constructing physical models, andsketching on paper. She relies on Getty Images and Flickr asgood sources for digital images. She hasfound it difficult to search for imagesthrough the library..She has tried to use the “ask a librarian”feature but sometimes she gets thefeeling that there are not enoughresources to handle all the requests soyou have to wait for a reply. Amelie uses the library systems soinfrequently that she doesn’t get used tothem or build up tactics or strategies forsuccess. Amelie needs help to use thelibrary.If you don’t bring the book back on timeyou get an “outrageous fine, somethinglike $30.” Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.

defining theproblem

capture ﬁndings summarise:what are you trying to do?what themes and insights haveyour developed?what are the main challenges andopportunities?

create aproblem questionmake it juicy & actionable

how mightwho what so that why?

examplehow might an engineering postgraduate student find relevantand credible information quicklyso that time on work is limited asthey have a full time job and asmall baby?

how might whowhat so that why?based on the challenge, persona, needand insight

ideageneration

creating new futures50 ideas 15 minuteswhat are the opportunities andpossible solutions to the problemyou identified?

choosing futureswhich ideas are most possible?most delightful?what are you drawn to?you each have 3 votes, use themto select an idea to work with.

ﬁll your belly rest your brain

prototypinga solution

cost of failure vs. project timeprototypingfail early fail often

storyboardingwhat is the story of your newproduct | service | library?top tip: Start in the middle of your story with the ‘magicmoment’, what are you trying to achieve?before afterduring

make your idea come to lifewhat parts of your solution have form?make them tangible.wireframe, diorama, role play, scenario Have paper. Will prototype. http://vimeo.com/13788874

testingyour solution

give it a whirl2 people from each group stay4 people rotateshare your solution and getfeedback.

what did you learn?About your prototype?About others prototypes?

iterateiterate your solution based onyour learning and new ideas

what’s yourstory?

plan your pitchbe specific,brief, clear, appropriate,narrow & visual

plan your pitchWhat is your one liner? - elevator pitchWho is this for?How does it work?What is it called?Why do you think this is important forthe future?

showcase...over to you!

summarise

discoverydefinitionideationprototypingtestingprocess reminder

four principlesvisualisingconversationstorytellingcollaboration

key is collaborationmost problems are too complex forone person.multiple perspectives, skills,disciplines, experiences andknowledge is key.

thankyouzaana howardz.howard@qut.edu.au | zaanahoward.com | @zaana