Guest speaker - Margriet Buseman From your problem to your user's problem

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2. Live tweet with us
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3. Facebook.com/groups/virtualdesignschool2020

4. Design Thinking Process
Mindset + Culture
Discover
Map
Ideate Decide
Build
Test
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5. Discover
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Today’s topic is…
Homework examples
The design thinking
process

6. What kind of
problem did you
choose?
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Old problem,
new approach
Work problem
A dilemma that
has no clear
right or wrong
answer
New problem
Personal
problem
Something else
Something that
has been a
thorn in my side
A change I
want to
make
Something
easy so I
can learn the
process
Gonna make
the most of
this new
power
Family
problem

7. Homework
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The problem is:
Service coordinators require
(re)training on client-obsessed
strategies, however the current
training environment does not
support the face-to-face,
interactive group training on call
quality where s/cs can practice
and hone the skills needed to
positively interact with
clients/caregivers over the phone.
The problem is:
Face-to-face interaction is
the best way to train our
staff and is currently not
possible.

8. Homework
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The problem is that people with type 2
diabetes don’t have enough access to the
foot care they need.
Pharmacists are ideally positioned to
provide annual foot care exams but it may
not be feasible.

9. Homework
The problem is that communication between medical staff
and the public needs to be better.
- Medical staff can’t communicate with the public?
- Public can’t understand what medical staff are saying?
- The public are always misunderstanding medical staff?
- The public doesn’t listen to medical advice?
- What problem will being better fix?

10. Homework
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The problem is that faculty need to upgrade clinical skills but have no access to clinical practice.

11. Special Guest
#VDS2020
@Design4AHS
This session is all about how
to frame – and reframe –
problems to generate the
most possibilities.
Margriet Buseman
From Your Problem to Your User’s Problem
Margriet is the founder of Orange Minds, from Amsterdam.

12. From Your Problem to
Your User's Problem
AHS Design Lab & Virtual Design School | 16 April 2020
www.orangeminds.nl🖥🖥

13. Hi there! 👋👋
‣ Margriet Buseman
‣ Orange Minds
‣ 90+ Design Sprints since 2016
‣ Based in Amsterdam, working
globally 🌎🌎 🏔🏔️

14. Today we’ll talk about 📅📅
Falling in love with problems.💬💬
💬💬Doing research. Understanding
your customer.
💬💬(Re)framing the challenge.

15. Fall in love with the
problem.
Not the solution.
Rule #1

16. Albert Einstein
“If I had an hour to solve
a problem I'd spend 55
minutes thinking about
the problem and five
minutes thinking about
solutions.”

17. Design Thinking: 5 phases
CULTIVATE EMPATHY
TO UNDERSTAND
TEST TO LEARN
CREATE IDEAS
MAKE PROTOTYPES
DEFINE THE
PROBLEM
Problem Solution
TODAY

18. Let’s explore
empathy 🔍🔍
Q: What does a baby
do to learn?

19. Empathy 🤗🤗
“A deep understanding of the
problems and realities of the
people you are designing for.”
- IDEO

20. Goal 🤗🤗
To see the world through other
people's eyes. To see what they
see, feel what they feel, and
experience things as they do.

21. Your mother lied to
you. You can talk to
strangers.
Rule #2

22. How do you “do” Empathy
1.
INTERVIEW
2.
OBSERVE & SHADOW
3.
DESK RESEARCH

23. Talk about their life, not your idea.
You are not selling anything.1.
Book tip
The Mom
Test
by Rob
Fitzpatrick
Never ask: ‘Would you…’.
People tend to answer what you
like to hear, and they can’t
predict the future.
2.
Ask about past behaviour. This
gives you facts.3.
Always ask ‘Why, why, why…’.
Get as specific as possible,
understand customers’ goals
and actions.
4.
Interviews: 🔑🔑 things to know…

24. Define 🎯🎯
Analyse observations from the
empathy phase and synthesise
them to define core problems.

25. Goal 🎯🎯
Define a human centred
problem statement.

26. Problem statement 🎯🎯
We [insurance company]
need to increase our
pension-product
market share among
pensioners by 5%.
Pre-pensioners are
overwhelmed by their
future investment
choices and therefore
postpone any decision.

27. How can we
design an ATM for
children? 💰💰
Q: What are your
first steps?

28. = likely lead to waste.
How can we design an ATM for
children 💰💰 =
🚨🚨 ATM = antiquated system
🚨🚨 ATM = a solution

29. How can we guarantee children
can pay for things?
Reframed 🖼🖼️

30. No one said
it was easy.
Rule #3

31. Reframe a challenge
into an opportunity.
Rule #4

32. How Might We 🤷🤷♀

33. We says we’re ging to build on each
other’s ideas and do this together.
How provides creative confidence by
assuming there are solutions out there.
Might says it’s ok to put ideas out there
that might, or might not work.

34. Problem > Opportunity 🖼🖼️
Pre-pensioners are
overwhelmed by their
future investment
choices and therefore
postpone any decision.
How might we
educate pre-
pensioners about
re-investing their
pensions?

35. Recap

36. margriet@orange
@omg_designsp
/margrietbusema
🖥🖥
www.orangeminds.nl🌎🌎
Thanks for
listening
Margriet Buseman

37. Too
broad
To
narrow
Just
right!
HMW organise neighbourhood events
remotely.
HMW build the next Facebook?
HMW create a mailinglist?

38. COVID-19 | HMW support small
businesses make deliveries?

39. Let's practice

40. WHAT DO YOU
THINK OF …?

41. WHAT DO YOU
THINK OF …?

42. CAN YOU TELL
ME HOW YOU
SOLVE THIS
PROBLEM?

43. CAN YOU TELL
ME HOW YOU
SOLVE THIS
PROBLEM?

44. WHEN DID THAT
HAPPEN?

45. WHEN DID THAT
HAPPEN?

46. WHAT WOULD
YOUR ULTIMATE
PRODUCT BE?

47. WHAT WOULD
YOUR ULTIMATE
PRODUCT BE?

48. HOW MUCH DID IT
COST YOU TO …?

49. HOW MUCH DID IT
COST YOU TO …?

50. HOW MUCH TIME
DO YOU WANT TO
SPEND ON?

51. HOW MUCH TIME
DO YOU WANT TO
SPEND ON?

52. WHO DO YOU
THINK I SHOULD
TALK TO NEXT?

53. WHO DO YOU
THINK I SHOULD
TALK TO NEXT?

54. 🖥🖥 margriet@orangeminds.nl 🖥🖥 robert@orangeminds.nl
+31 647 1510 18 +316 361 633 69
About us
👋👋 I am Margriet, Dutch by
roots and raised in
Newfoundland. Always ready
for adventure, passionate
about introducing empathy in
the workplace and love to hike
in the mountains.
👋👋 I am Robert, fascinated by
people & cultures. I’ve
travelled to 72 countries. I
love to inspire people to
solve challenges with the
customer in mind to create
maximum impact.
We are Orange Minds. Based in Amsterdam, working globally. We facilitated 90+ Design
Sprints and countless innovation workshops to get companies moving and people to
adopt a growth mindset. #stoptalking #startdoing
www.linkedin.com/in/margrietbuseman www.linkedin.com/in/robertwesterhuis
🖥🖥️www.orangeminds.nl
@omg_designsprints
🌎🌎Based in Amsterdam, working globally

55. From the Chat Box
#VDS2020
@Design4AHS
Tweet us your burning
questions and tag us
@Design4AHS
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Use the chat box to
ask Margriet anything
you like.

56. #VDS2020
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Homework – part 1

57. My grandmother is anxious to wait by the hospital
entrance while I park the car, and it’s too far and too
cold for her to walk with me.
My grandmother feels safe at every point of
her health journey.
Point out all the risks and make a huge deal out of the
situation.
Don’t plan ahead or warn my grandmother of anything
before it happens.
Be grumpy about the situation with everyone I see.
Virtual medical visits save thousands of lives every day!
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Homework

58. Reframe problems as opportunities.
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The Power of HMW

59. HMW replace the bulb?
HMW see in the dark?
HMW use a different light source?
HMW avoid using this room?
HMW build a better lightbulb?
The lightbulb isn’t working.
Tweet us @Design4AHS
#SprintSchool #VDS2020
@Design4AHS
The Power of HMW

60. #VDS2020
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Homework

61. Confirm parking
before I arrive?
Avoid parking
altogether?
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Homework
The more HMW you
generate, the better

62. Frail elderly Attend a healthcare appointment
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63. Frail elderly Attend a hospital appointment
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“I hope this
doesn’t hurt…”
“I wish this
wasn’t such a
bother…”“I want to get in
and out as quick as
I can”
THINK
Lots of worried people
Traffic
Imposing
institution
Sick people
Clinicians
Signage
Rules
Signage
SEE
“I don’t want
to be a bother”
“Its so loud and
confusing in
there”“What if you
can’t find me?”
“I can just wait here for you”
“I don’t know where to go”
SAY
Waits in the cold
instead of going inside
the building
Shows the security/volunteer
her health card
Doesn’t remember
the last visit or
where to go
Rushes through
things to avoid
being late
DO
“Are you able to…”
“Do you need help
with…”
“Which doctor did
you see last time?
When was your last
visit?…”
“She can’t go in by
herself!”
“How are you
feeling today?”
“Are you okay?”
“Why are you
here today?”
“Just wait here
and I’ll be right
back.”
“You can’t…
You shouldn’t…
You won’t….”
HEAR
• Lots of
walking and
waiting
• Repetition of
her story
• Feeling
anxious and
unsafe
Rushed and hurried
Like a nuisance
Tired
anxious
confused
frustrated FEEL
Relieved (I’m
there)
• Feeling safe
• Being
welcomed
• Less
requirements
from her
memory and
body

65. Fall in love with a problem
Be human-centred
Ask why
Keep solutions in your back pocket
Key Takeaways
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@Design4AHS

66. Design Thinking Process
Mindset + Culture
Discover
Map
Ideate Decide
Build
Test
#VDS2020
@Design4AHS

67. Next Week
#VDS2020
@Design4AHS
Putting yourself in the role of
the user is a powerful way to
find opportunities for
impactful change.
Andrew Siu
Mapping the Human Experience
Andrew works for the Patient Safety + Quality Council in British Columbia, Canada.

68. Tomorrow

69. Let's chat: Design.Lab@AHS.ca
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@Design4AHS
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