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DESIGN THINKINGDESIGN THINKING

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CHRIS NORINGCHRIS NORING
CLOUD DEVELOPER EXPERT AT MICROSOFTCLOUD DEVELOPER EXPERT AT MICROSOFT
MCKINSEY ALUMNIMCKINSEY ALUMNI
@chris_noring
https://so chris.github.io
Published author
Public Speaker
So ware Engineer

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ISN'T THAT FOR DESIGNERS?ISN'T THAT FOR DESIGNERS?
Design Thinking is not an exclusive property of designers
All great innovators in literature, art, music, science,
engineering, and business have practiced it.

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WHY SHOULD I CARE?WHY SHOULD I CARE?
Some of the world’s leading brands have rapidly
adopted the Design Thinking approach like Apple,
Google, Samsung and GE, MIT and MBB
It's being taught at leading universities around the
world, like Stanford, Harvard
Ok those are big names

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WHO THOUGHT OF THIS?WHO THOUGHT OF THIS?
Nobel Prize laureate Herbert Simon in The Sciences of
the Artificial in 1969

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WHY CALL IT DESIGN THINKING?WHY CALL IT DESIGN THINKING?
It's about Designers work process and its "Human
centered"
and we can apply it to different things
like design but also businesses,
countries and lives, sounds flexible

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WHAT IS DESIGN THINKING?WHAT IS DESIGN THINKING?
Iterative process
understand the user
challenge assumptions
redefine problems
= identify alternative strategies
and solutions

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WHAT TYPE OF PROBLEMS DOWHAT TYPE OF PROBLEMS DO
WE USE IT FOR?WE USE IT FOR?
Design Thinking is extremely useful in tackling
problems that are ill-defined or unknown,

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HOW DO WE GO ABOUT SOLVINGHOW DO WE GO ABOUT SOLVING
THOSE ?THOSE ?
by re-framing the problem in human-centric ways
creating many ideas in brainstorming sessions
adopting a hands-on approach in prototyping and
testing.

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ANY OTHER ACTIVITIES?ANY OTHER ACTIVITIES?
Design Thinking also involves
ongoing experimentation: sketching, prototyping,
testing
trying out concepts and ideas.

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IS EVERYONE IN AGREEMENT ONIS EVERYONE IN AGREEMENT ON
HOW IT WORKS, WHAT STAGESHOW IT WORKS, WHAT STAGES
ETC?ETC?
There are many variants of the Design Thinking
process in use today, and they have from three to
seven phases, stages, or modes.

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HOWEVERHOWEVER
All variants of Design Thinking embody the same
principles,

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LET'S TALK ABOUT A SPECIFICLET'S TALK ABOUT A SPECIFIC
VERSIONVERSION
five-phase model proposed by the Hasso-Plattner
Institute of Design at Stanford
Empathise – with your users
Define – your users’ needs, their problem, and your
insights
Ideate – by challenging assumptions and creating
ideas for innovative solutions
Prototype – to start creating solutions
Test – solutions

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I FOLLOW THESE STEPS INI FOLLOW THESE STEPS IN
ORDER LIKE, FIRST A THEN BORDER LIKE, FIRST A THEN B
THEN C ETC?THEN C ETC?
It is important to note that the five phases, stages, or
modes are not always sequential. They do not have to
follow any specific order and can o en occur in
parallel and repeat iteratively.

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Ok so no special order, I can mix and
match, loop certain steps, flexible

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THE NEED TO THINKTHE NEED TO THINK
DIFFERENTLYDIFFERENTLY
Let's talk about WHY we need to change the way we
think, why we need to challenge assumptions when
we have an undefined problem

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HUMANS ARE PATTERNHUMANS ARE PATTERN
ORIENTEDORIENTED
Humans naturally develop patterns of thinking
modeled on repetitive activities and commonly
accessed knowledge.
what's wrong with that, sounds
structured, repeatable etc?

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FASTER IN FAMILIAR SITUATIONSFASTER IN FAMILIAR SITUATIONS
These assist us in quickly applying the same actions
and knowledge in similar or familiar situations
yea makes sense, it it walks like a duck,
quacks like a duck, it is duck? and we
are fast about it, all good things, yes?

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PATTERNS ARE FLAWEDPATTERNS ARE FLAWED
It prevents us from quickly and easily accessing or
developing new ways of seeing, understanding and
solving problems
ok so we have a bit of tunnel vision, is
that bad?

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STORY TELLINGSTORY TELLING
stories are about real people and their lives

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WHY TELL A STORY?WHY TELL A STORY?
Telling stories can help us inspire opportunities,
ideas and solutions
Stories are important because they are accounts of
specific events, not general statements
They provide us with concrete details that help us
imagine solutions to particular problems

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HOW DOES STORY TELLING FITHOW DOES STORY TELLING FIT
WITH DESIGN THINKING?WITH DESIGN THINKING?
Stories are about:
people are at the centre
actual events over statements
It's a powerful tool used in many areas like politics,
physics, deliver a vision at company etc..

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STORY TIMESTORY TIME

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"OUTSIDE THE BOX THINKING""OUTSIDE THE BOX THINKING"

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INTENTION improve products, services or designs
HOW: understand how users interact with the product,
investigate the conditions in which they operate
Critical to understand the user and the
context

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FIND THE PROBLEM AND ITSFIND THE PROBLEM AND ITS
LIMITS/CONSTRAINTSLIMITS/CONSTRAINTS
falsify previous assumptions, make it possible to prove
wether they are valid or not
important so we are able to find the
constraints of the problem

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NEXT STEP, SOLUTIONNEXT STEP, SOLUTION
GENERATIONGENERATION
produce ideas that reflect the genuine constraints and
facets of that particular problem
ok so find conditions of a problem, then
generate ideas for a solution, so two
step process

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DON NORMAN, FATHER OF THEDON NORMAN, FATHER OF THE
TERM "USER EXPERIENCE"TERM "USER EXPERIENCE"
Paraphrasing:
we have a problem, engineers and
business people blindly tries to solve
problem without question or further
study = are they solving the right
problem?

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TAKE THE ORIGINAL PROBLEMTAKE THE ORIGINAL PROBLEM
AS A "SUGGESTION"AS A "SUGGESTION"
Design Thinking approach is "take the
original problem as a suggestion", not
truth, think broadly. Use the five whys
to find a root cause

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EXAMPLEEXAMPLE
Problem: we want to talk to people that are far away
Solution: let's invent a telephone

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DESIGN THINKINGDESIGN THINKING
LET'S DIG DEEPERLET'S DIG DEEPER
See the bigger problem space:
We are social animals, we need to communicate in
more than one way
We want to show our experiences
We want to be entertained
We move about a lot, we don't want to get lost

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SOLUTIONSOLUTION
SMARTPHONE, ALL YOUR NEEDS IN ONE DEVICE,SMARTPHONE, ALL YOUR NEEDS IN ONE DEVICE,
ALMOST ;)ALMOST ;)
gps, calculator, send email, take photos, as a game
device
Someone redefined what a phone is
and what problem it solves, don't
constrain yourself

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EXAMPLE 2EXAMPLE 2
Problem: Computer system needs to know that you
are you so only you can see data meant for you
Solution: Have you create a user and password

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DESIGN THINKINGDESIGN THINKING
LET'S DIG DEEPERLET'S DIG DEEPER
Problem: We need to know that you are you.
We are bad at remembering things
We reuse the same password, due to laziness and
bad memory
We take shortcuts, by making a password from a
pet, spouse, child, easy to crack
We trust other people, too much ?, susceptible to
social engineering, can be persuaded

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SOLUTIONSOLUTION
ADD MORE CREDENTIALS, NO PASSWORDS AT ALL?ADD MORE CREDENTIALS, NO PASSWORDS AT ALL?
Password generators like
1Password
face scan, fingerprint, 2FA
= know the user, empathize, their
needs, motivations and behaviors =
Design Thinking

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FINDING THE ROOT CAUSE - THE 5 WHYS: CARFINDING THE ROOT CAUSE - THE 5 WHYS: CAR
DOESN'T WORK,DOESN'T WORK,
Why? The battery is dead. (First why)
Why? The alternator is not functioning. (Second
why)
Why? The alternator belt has broken. (Third why)
Why? The alternator belt was well beyond its useful
service life and not replaced. (Fourth why)
Why? The vehicle was not maintained according to
the recommended service schedule. (Fi h why, a
root cause)

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We may need to repeat the WHYS, there might be
many major causes

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LET'S TALK ABOUT THE PROCESSLET'S TALK ABOUT THE PROCESS
Design process: involves a number of different groups
of people in different departments
Get all the perspectives for different
people and different competencies

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PROPERTIESPROPERTIES
generate a holistic and empathic understanding of
the problems that people face
consider ambiguous or inherently subjective
concepts such as emotions, needs, motivations,
and drivers of behaviors

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ACTIVITIESACTIVITIES
Analyzing - how users interact with products and
investigating the conditions in which they operate
Researching - user needs, pooling experience from
previous projects, considering present and future
conditions specific to the product,
Testing. - the parameters of the problem, and
testing the practical application of alternative
problem solutions.

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SCIENTIFIC APPROACH VSSCIENTIFIC APPROACH VS
DESIGN THINKINGDESIGN THINKING
Scientific: the majority of known qualities,
characteristics, etc. of the problem are tested so as to
arrive at a problem solution
Design Thinking: investigations include ambiguous
elements of the problem to reveal previously unknown
parameters and uncover alternative strategies.

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SUMMARYSUMMARY
Use everywhere: Design Thinking techniques and
strategies of design belong at every level of a
business
For all professions: It's also for creative employees,
freelancers, and leaders who seek to infuse design
thinking into every level of an organization, product
or service
Design Thinking is essentially a problem-solving
approach specific to design
Identifying ambiguous It involves assessing known
aspects of a problem and identifying the more

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ambiguous or peripheral factors that contribute to
the conditions of a problem
Design Thinking is an iterative process in which
knowledge is constantly being questioned and
acquired so it can help us redefine a problem in an
attempt to identify **alternative strategies** **and
solutions** that might not be instantly apparent
with our initial level of understanding

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Question everything, repeatedly
ask WHY repeatedly
put the Users needs first
ensure you are solving the right
problem

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FURTHER READING AND LINKSFURTHER READING AND LINKS
https://www.youtube.com/watch?v=pXtN4y3O35M
https://dschool.stanford.edu/resources/dschool-
reading-list

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Whats more interesting?
Take a known problem and appyling a known
solution?
OR
Change the world as we know it, be the next Facebook,
Twitter, Snapshat.
Design thinking

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THANK YOUTHANK YOU