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Design Thinking

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33 views21 pages

Design Thinking

Uploaded by

grahammbangani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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DESIGN THINKING

AND INNOVATION
LECTURE 3
Creativity is unleashing the potential
of the mind to conceive new ideas.
Innovation, on the other hand, is completely
measurable. Innovation is about introducing
change into relatively stable systems.

By identifying an unrecognized and unmet


need, an organization can use innovation to
apply its creative resources to Design an
appropriate solution…
Design Thinking

is a human-centered approach

to innovation.
WHAT IS DESIGN THINKING?
 A Method of focusing innovation on people and
designing based on:
 What people need and want
 What people like or dislike
 In regards to production, packaging, marketing, retailing,
support, or all of them
 A skill that allows a designer to align what people
want with what can be done, and produce a viable
business strategy that creates customer value and
market opportunity
 IDEO defines DT as “a human-centered approach to
innovation that draws from the designer's toolkit to
integrate the needs of people, the possibilities of
technology, and the requirements for business
success” (www.ideo.com).
 Design thinking is an iterative problem­
solving process of discovery, ideation,
and experimentation that employs design­
based techniques to gain insight and
yield innovative solutions for virtually any
type of organizational or business
challenge
 a system of three overlapping spaces, in
which viability refers to the business
perspective of DT, desirability reflects
the user’s perspective, and feasibility
encompasses the technology
perspective.
 Innovation increases when all three
perspectives are addressed
ASKING THE RIGHT QUESTIONS
Desirability

Will this solution fill a need?


A great place to start is by checking to see if
the project is adding value to the world.

Will it fit into people’s lives?


Understanding the people using our solution
tells us how they live and in what way our
solution supports or conflicts with their
lifestyle and use cases.

Will it appeal to them? Will they actually want


it?
Feasibility

Is the technology (or resources) needed to power the design solution available
or within reach?
Sometimes the goal is to create a new technology, but sometimes we need to
work with what we’ve got. Determine what your goal is on this front early on.

How long will this take?


Is it realistic?

Can the organization actually make it happen?


During the convergent phase of the ideation process of a project, we have to
look at questions of feasibility. A solution only works when the team can
actually make it work in the long run.
Viability

Will the design solution align with the organization’s long-term goals?
By understanding what the business wants to accomplish, we can focus
our energy in the right direction.

Is the solution cost-effective?

Is the solution sustainable? What will the return on the investment look
like?
Measure the effort needed to execute on a solution with the potential
payoff in terms of desired outcomes—whether they’re financial, social
impact-related, or some other quantifiable measure. If the investment far
outweighs the benefits, it may be worth focusing on a different solution.
THE CORE CONCEPTS OF DESIGN
THINKING
 Design thinking is as much a mindset, central to
which is
 Human-centrism
 Empathy/contact with users
 Open-mindedness

 Design thinking also emphasises the diversity of


teams
 A good designer is ‘T-shaped’
 Duplicate expertise is not so much valued
THE DESIGN THINKING PROCESS
 The design thinking process basically involves five steps

 Note: this is not a ‘waterfall’ model – this is an iterative and


parallel process
EMPATHISING
 In order to empathise, we need to understand our
users
 We need to research our market

 Some of this can be done through web research,


e.g. scaling the problem, gaining a foothold
understanding of how users operate

 However the real empathising starts in the


context of ongoing dialogue with potential users
 ‘Why-bombing’

 The ideal outcomes from this stage are surprises


EMPATHISING
 This leaves us with two key dimensions

Existing Reading Market


information cases, statistics
forums, and
Here you are Here you are
reviews, competitor
trying to figure etc. analyses assuming you
out the right
questions – use know the right
observations and questions to ask
‘why’ bombing
New
Interviews Surveys
information

Detailed view of Birds’ eye view of


users users

 These are complimentary (most projects will include


them all)
HOW TO EMPATHIZE
 Observe
 Engage- interview / conversation

 Watch and listen i.e combine observation


and engagement
DEFINING
 List pain points, i.e. things that users complain
about

 List workarounds and awkward behaviours

 Formalise these into a problem statement.


 This statement should:
 Make it clear whom the user is

 Aggregate smaller concerns into one larger

issue
 This statement should NOT:
 Narrow the problem down in a way that lends

itself towards specific solutions


IDEATING
 This stage is where your opportunity to flex your
creative muscles comes in

 Quantity is your friend! If you are struggling to come


up with 20-30 ideas, then your problem statement was
too restrictive

 Abandon judgement – no idea is a bad idea as long as


it fits with the needs identified in your problem
statement

 Visualise things! Get a pen and paper out (or whatever


medium you find comfortable) and draw pictures,
bubble-diagrams, etc.
 You can be surprised what jumps out when you can
see what you’re thinking
Ideate is the mode of the
design process in which one
concentrates on idea
generation.
Mentally it represents a
process of “going wide” in
terms of concepts and
outcomes.
Ideation provides both the fuel
and also the source material
PROTOTYPING
 Prototypes consist of anything from paper
based representations to fully functional
websites

 It allows three things


 You can figure out if and how your idea can
be implemented
 It gives you a way of discussing things with
users in a shared language, i.e. “is this what
you meant?”
 Ideas can be tested with users
TESTING
 Testing serves two purposes
 To evaluate ideas
 To generate new ideas from users

 With this in mind, a few tips:


 Test with users that are representative and appropriately
critical
 Try to minimise users’ nerves/sense that they are being
observed
 Prioritise key tasks (you can’t test everything)
 Present your task instructions in as natural a way as possible
(but take care not to prompt people with these instructions)
 If users can’t do something, remind them it’s not their fault
and that this is valuable to you
 Other than that, stay quiet!

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