Design thinking workshop #ptw17
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This presentation was given at a Design Thinking workshop as part of Philly Tech Week 2017. Topics covered include an intro to design thinking, a User Journey mapping activity, and a Team Design Challenge.
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Design thinking workshop #ptw17
- 1. Design Thinking A Human-centered approach to innovation ( we will be working in teams of 4-5 today )
- 2. Today’s Agenda 1.What is design Thinking? 1.How do we do it? 1.Wrap up
- 4. Design thinking is just a stupid marketing term invented to persuade men in suits that designers actually think…” Yes, and... “
- 5. Design thinking is 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.” —Tim Brown, president and CEO, IDEO “
- 7. Innovation requires a shift in mindset, and a change in behavior.
- 8. Making people want things Making things People want From To Traditional Marketing & Advertising Product Dominant Business Centered Exploitive Service Design Design Thinking Service Dominant Human Centered Innovative
- 10. Design Thinking Process The Design thinking Process by Stanford Design School IdeateEmpathize Define Prototype Evaluate Observe Engage Listen Synthesize Clarify Name Build Hands On Light & Fast Explore Imagine Leverage Groups Real Users Feedback Insights
- 11. Actually, it’s less about thinking and more about doing.
- 12. Today we’ll focus on 2 stages... Ideate Empathize Define Prototype Evaluate The Design thinking Process by Stanford Design School
- 13. Form groups of 4 -5 people
- 14. Journey Mapping [Empathize Tool] Traces the journey of a customer as they experience a product or service Empathize
- 15. Journey Mapping Activity A recent painful customer experience that you each have had in 60 seconds (or less) Within your team discuss: 1. What “job” you were trying to do 2. BRIEFLY tell what happened Do NOT use Uber or an Airline
- 18. Journey Mapping Activity A recent painful customer experience that you have had Within your team discuss: In 60 seconds (or less) 1. What “job” you were trying to do 2. BRIEFLY tell what happened Do NOT use Uber or an Airline
- 19. As a team decide which team member had the WORST, most PAINFUL experience . ( 1 MINUTE )
- 20. As a team decide which team member had the WORST, most PAINFUL experience .
- 21. For the NEXT STEP: Map out the step-by-step process of the WORST experience ( shoot for about 10 steps)
- 22. 1. Needed a haircut 2. Make an appointment ….. 6. Really frustrating customer and stylist who would not stop talking ….. 10. Paid for haircut STORY TELLER (worst experience): Tell your story sequentially beginning with the need... Need Haircut SCRIBE: write down EVERY STEP with SHARPIE on Yellow Stickies
- 23. STORY TELLER: Tell your story sequentially beginning with the need... Need Haircut EMOTION DETECTORS: on scratch paper, jot down the EMOTIONS (e.g., frustration, relief, excited, angry, happy, etc.) that you hear in the story Place Yellow Stickies on WALL or TABLE sequentially. SCRIBE: write down EVERY STEP with SHARPIE on Yellow Stickies ( 6 mins)
- 24. STORY TELLER: Tell your story sequentially beginning with the need... Need Haircut SCRIBE: write down EVERY STEP with SHARPIE on Yellow Stickies EMOTION DETECTORS: on scratch paper, jot down the EMOTIONS (e.g., frustration, relief, excited, angry, happy, etc.) that you hear in the story Place Yellow Stickies on WALL or TABLE sequentially.
- 25. With another color sticky note, write down the Emotional Highs (e.g., happy, excited) and Lows (e.g., angry, sad) of that experience Happy Furious • Place above/below the corresponding step • Distance from step corresponds to the magnitude of the emotion HIGHSLOWS (3 mins)
- 26. With another color sticky note, write down the Emotional Highs (e.g., happy, excited) and Lows (e.g., angry, sad) of that experience Happy • Place above/below the corresponding step • Distance from step corresponds to the magnitude of the emotion HIGHSLOWS Furious
- 27. How would you fix the low without investing any capital? Now imagine that you have been hired to fix one of the Lows… (4 mins)
- 28. How would you fix the low without investing any capital? Now imagine that you have been hired to fix one of the Lows…
- 29. How would you fix a low if money was not an issue? Now you are a consultant, and you have been hired to fix the lows… (3 mins)
- 30. How would you fix a low if money was not an issue? Now you are a consultant, and you have been hired to fix the lows…
- 31. How many of you were able to come up with a solution that did not require capital expenditures?
- 32. EXAMPLE X X Time Researching cars, found new model Found special financing offer Call from employee who explained alternative Received “Thank You” letter First Ride in New car Waiting to receive contract Signed Financing and Purchase Contract The financing offer is actually not what was promised.Car has engine failure Purchasing a Car EMOTIONS Positive Negative
- 33. EXAMPLE EMOTIONS X X Time Excited about getting a new car! Purchasing a Car Hate sales people Love to negotiate – got a great deal! There is all this other stuff that has to be paid? (uggh) Paperwork (tedious) Wrote huge check “I feel sick” Taking home my new car! Positive Negative
- 34. How could use journey mapping in your business?
- 37. Next activity... IdeateEmpathize Define Prototype Evaluate The Design thinking Process by Stanford Design School
- 39. 20 sticks Masking tape 1 Marshmallow 1 yard of string DESIGN CHALLENGE: Build the tallest free standing structure out of spaghetti. REQUIREMENT: The marshmallow must be on top of the structure.
- 40. GROUND RULES 1. Who wins: The winning team is the one who has the TALLEST FREE STANDING structure measured from its base to the top of the marshmallow. The structure cannot be suspended from a higher structure, like a chair, ceiling or chandelier. It cannot be leaning on another structure (e.g., desk or wall). You may build on top of the desk or floor. You may tape the base of your structure to the table/floor.
- 41. GROUND RULES 1. Who wins: The winning team is the one who has the TALLEST FREE STANDING structure measured from its base to the top of the marshmallow. The structure cannot be suspended from a higher structure, like a chair, ceiling or chandelier. It cannot be leaning on another structure (e.g., desk or wall). You may build on top of the desk or floor. You may tape the base of your structure to the table/floor. 2. The Challenge Lasts 18 minutes: Teams cannot hold on to the structure when the time runs out. Those touching or supporting the structure at the end of the exercise will be disqualified. The 18 minutes includes your planning time for this challenge. 3. The Entire Marshmallow must be on top of the structure: Cutting or eating part of the marshmallow DISQUALIFIES you. 4. Materials: You may use as many or as few of the 20 spaghetti sticks, as much or as little of the string or tape. You may NOT use the (1) manila envelope, (2) the rubber band holding the spaghetti, (3) the plastic thing holding the string, or (4) scissors as part of your structure. 5. Cut/Break: You are free to break the spaghetti and cut the tape or string to create your structure.
- 42. GROUND RULES 1. Who wins: The winning team is the one who has the TALLEST FREE STANDING structure measured from its base to the top of the marshmallow. The structure cannot be suspended from a higher structure, like a chair, ceiling or chandelier. It cannot be leaning on another structure (e.g., desk or wall). You may build on top of the desk or floor. You may tape the base of your structure to the table/floor. 2. The Challenge Lasts 18 minutes: Teams cannot hold on to the structure when the time runs out. Those touching or supporting the structure at the end of the exercise will be disqualified. The 18 minutes includes your planning time for this challenge. 3. The Entire Marshmallow must be on top of the structure: Cutting or eating part of the marshmallow DISQUALIFIES you. 4. Materials: You may use as many or as few of the 20 spaghetti sticks, as much or as little of the string or tape. You may NOT use the (1) manila envelope, (2) the rubber band holding the spaghetti, (3) the plastic thing holding the string, or (4) scissors as part of your structure. 5. Cut/Break: You are free to break the spaghetti and cut the tape or string to create your structure.
- 46. Why are kindergartners “better” at this?
- 47. The Marshmallow is a Metaphor for the Hidden Assumptions of a Project “Light & Fluffy” - the assumption is that marshmallows are light and fluffy and easily supported by the spaghetti sticks. Not so “Light” - When you actually try to build the structure, the marshmallows don’t seem so light. Lesson - We need to identify the assumptions in our project – the real customer needs, the cost of the product, the duration of the service – and test them early and often.
- 50. What’s next? 1.Engage real humans. 1.Learn. 1.Co-create with a design team.