Workshop run for QULOC (Queensland University Libraries Office of Cooperation), Friday 17 May 2013.

1. design thinking for
designing & delivering
services
Zaana Howard | Associate Lecturer | QUT
17 May 2013 for QULOC

2. 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

3. agenda
10.00 - 10.30 Introduction
10.30 - 11.00 Understanding current challenges
11.00 - 12.15 Understanding the problem
12.15 - 1.00 Lunch
1.00 – 2.15 Developing & testing a solution
2.15 - 2.30 Preparing your story
2.30 - 3.00 Showcase and wrap up

4. what is
design thinking?

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

6. to design
thinking…
Timeline detail by Garrettc
http://www.flickr.com/photos/garrettc/2575214144/

7. design thinking is a
human centred &
collaborative
approach to problem solving that is
creative, iterative &
practical.
(Brown, 2008)

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

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

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

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

12. the
design thinking
process

13. discovery
definition
ideationprototyping
testing
design thinking phases

14. non linear process

15. focus
flare
Hassno Platner Institute of Design, Stanford University
modes of thinking

16. how design feels
Daniel Newman, Central Office of Design

17. Carnegie Library
case study

18. the library is…
Maya Design

19. Mapa
Rambla
Sant
Jordi.
1a
parte.
ZONA
VI
by
La
Fundicio
start with research
exploring, observation,
shadowing users,
interviews and
brainstorming sessions

20. walk in the
customers
shoes
Maya Design
http://www.slideshare.net/whatidiscover/designing-for-experience

21. components of the service
experience
http://www.slideshare.net/whatidiscover/designing-for-experience

22. scenarios to visualise
what’s broken
http://www.slideshare.net/whatidiscover/designing-for-experience

23. l_system.png
by
sansumbrella
insight:
environmental complexity

24. redesigning the service
experience
Maya Design
http://www.slideshare.net/whatidiscover/designing-for-experience

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

26. results
Maya Design
http://www.slideshare.net/whatidiscover/designing-for-experience

27. results
http://www.slideshare.net/whatidiscover/designing-
for-experience

28. testing
http://www.slideshare.net/whatidiscover/designing-for-experience

29. what happened?
new customers
existing customers have a better experience,
accomplish their goals more easily
librarians and library staff devote more of their
to high value, high reward efforts.
Blue tape measure by Darren Hester

30. let’s
get on with it!

31. ground
rules

32. encourage wild ideas
only good and better
no spectators
collaborative
work fastdone, not perfect

33. current
challenges

34. sharing is caring
What are some of the problems
and challenges you are facing?
Make sure you all get a chance to
share.

35. discovery

36. 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

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

38. 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/changing
lives?
build a persona

39. Personal information
Age: 19
Profession: full time student
Field: Design
Home life: single, lives with parents
Hobbies: hanging out with friends
Personality: arrogant and
ambitious
Amelie the Undergrad
“Do I need to know this to
pass?”
• Inexperienced library user
• Only interested in what’s required
• Research is not a key part of the
course
Background
Computer usage
Library usage
Key experiences
Experience: high
Primary uses: IM, email, web, Creative
Suite
Favourite sites: Facebook, YouTube,
Vimeo, Design Milk
Hours online per week: 40
Works out of: library or home
Devices: laptop & any device she can
get her hands on
How often (online): weekly
How often (offline): few times a week
For: study, meet friends
Advanced features: rarely
Reliance on library: high (few
alternatives)
Material: books
Uses: catalogue
Amelie uses design books in the library
to get ideas for projects. She does not
rely on the library’s journal collections,
her emphasis is on books. She uses
the online catalogue to get started but
spends most of her time pulling books
from the stacks and looking for images.
As a design student her work is very
project focused with little research
required. Some of her projects are
highly independent, others involve
working in groups and building on ideas
from her colleagues. Her studio work
involves developing prototype designs
by using Creative Suite software,
constructing physical models, and
sketching on paper.
She relies on Getty Images and Flickr as
good sources for digital images. She has
found it difficult to search for images
through the library..
She has tried to use the “ask a librarian”
feature but sometimes she gets the
feeling that there are not enough
resources to handle all the requests so
you have to wait for a reply.
Amelie uses the library systems so
infrequently that she doesn’t get used to
them or build up tactics or strategies for
success. Amelie needs help to use the
library.
If you don’t bring the book back on time
you get an “outrageous fine, something
like $30.”
Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.

40. defining the
problem

41. capture findings
summarise:
what are you trying to do?
what themes and insights have
your developed?
what are the main challenges and
opportunities?

42. create aproblem question
make it juicy & actionable

43. how might
who what
so that why?

44. example
how might an engineering post
graduate student find relevant
and credible information quickly
so that time on work is limited as
they have a full time job and a
small baby?

45. how might who
what so that why?
based on the challenge, persona, need
and insight

46. idea
generation

47. creating new futures
50 ideas 15 minutes
what are the opportunities and
possible solutions to the problem
you identified?

48. choosing futures
which ideas are most possible?
most delightful?
what are you drawn to?
you each have 3 votes, use them
to select an idea to work with.

49. fill your belly
rest your brain

50. prototyping
a solution

51. cost of failure vs. project time
prototyping
fail early fail often

52. storyboarding
what is the story of your new
product | service | library?
top tip: Start in the middle of your story with the ‘magic
moment’, what are you trying to achieve?
before after
during

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

57. testing
your solution

58. give it a whirl
2 people from each group stay
4 people rotate
share your solution and get
feedback.

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

60. iterate
iterate your solution based on
your learning and new ideas

61. what’s your
story?

62. plan your pitch
be specific,
brief, clear, appropriate,
narrow & visual

63. plan your pitch
What is your one liner? - elevator pitch
Who is this for?
How does it work?
What is it called?
Why do you think this is important for
the future?

64. showcase...
over to you!

65. summarise

66. discovery
definition
ideationprototyping
testing
process reminder

67. four principles
visualising
conversation
storytelling
collaboration

68. key is collaboration
most problems are too complex for
one person.
multiple perspectives, skills,
disciplines, experiences and
knowledge is key.

69. thankyou
zaana howard
z.howard@qut.edu.au | zaanahoward.com | @zaana