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Design Thinking in the Product Development Process - Product tank oxford

Introduction to the basic secrets that make Design Thinking a great tool for innovation and to enable collaboration. The talk also includes a few exercises on Lateral Thinking.

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Design Thinking in the Product Development Process - Product tank oxford

  1. 1. Design Thinking in the Product Development Process AJ : @world_reloader Alvaro: @AlvaroR156
  2. 2. Quick activity: SCAMPER
  3. 3. ○ Substitute something ○ Combine something ○ Adapt it ○ Modify it ○ Put it to another use ○ Eliminate something ○ Reverse it.
  4. 4. Using SCAMPER with: Dog training service Substitute: Substitute dogs for cats. Combine: Combine training with pet hotel. Adapt: Making video documentaries of the training for subscribers. Modify: Group lessons to make it more affordable. Put it to another use: Dog owners parties or other socialising events. Eliminate: The trainer. Use an app and videos etc to help owners do the training. Reverse: Dogs training owners!
  5. 5. Your turn. Existing service: Delivering fast food. 1. Choose a technique from SCAMPER. 2. Apply it to the service to create a new one. 3. EG: Reverse it: Delivering slow food. High quality home-made food that most people would not cook.
  6. 6. Delivering fast food ○ Substitute something ○ Combine something ○ Adapt it ○ Modify it ○ Put it to another use ○ Eliminate something ○ Reverse it.
  7. 7. Using SCAMPER with: Delivery fast food Substitute: Delivery fast ingredients. Combine: Delivery fast food and entertainment. Adapt: Cooking lessons. Modify: Your neighbour also need to order from the same place. Put it to another use: Use drivers and bike to have a courier service. Eliminate: The delivery. Collection only. Reverse: Delivery slow food!
  8. 8. AJ @world_reloader linkedin.com/in/ajjusto Alvaro @AlvaroR156 linkedin.com/in/AlvaroUX
  9. 9. Design Thinking Oxford Meetup: DesignThinkingOxford.org.uk
  10. 10. What is Design Thinking?
  11. 11. A process to gather insight and turn it into innovative products and services
  12. 12. The 5 Step Process
  13. 13. The Double Diamond
  14. 14. Together Problem space Empathise Define Ideate Prototyp e Solution space Test
  15. 15. Why Design Thinking works
  16. 16. Design Thinking vs Kaizen
  17. 17. Design Thinking & Kaizen
  18. 18. Convergent mindset Producing a single best solution for a problem. ➔ Algorithmic thinking ➔ Risk assessment ➔ Framing ➔ Facts Divergent mindset Exploring the problem and producing a variety of ideas for the solution. ➔ Reflective thinking ➔ Ambiguity tolerance ➔ Re-Framing ➔ Questions
  19. 19. Lateral Thinking vs Logical Thinking 1 2 3 A C B F 4 Correct at every step It is OK not to be correct G H D E
  20. 20. Divergent vs Convergent Thinking
  21. 21. Divergent vs Convergent Thinking
  22. 22. Divergent vs Convergent Thinking
  23. 23. Structure in the world, freedom in the mind.
  24. 24. “In theory, theory and practice are the same. In practice, they are not.“ Attributed to Albert Einstein (probably incorrectly)
  25. 25. Quick activity: Five “why?”
  26. 26. ➔ What do you like about your car? ◆ It is reliable. ➔ Why do you like a car to be reliable? ◆ I don’t want the anxiety of breaking down. ➔ Why you don’t want your car to break down? ◆ Because I can’t pay unexpected garage bills. ➔ Why can’t you pay for bills? ◆ I don’t have savings. ➔ Why you don’t have savings? ◆ Because I don’t get paid enough. ➔ Why you don’t get paid enough? ◆ Because I have a junior position.
  27. 27. What do you most like doing in your spare time?
  28. 28. What do you most like about your job?
  29. 29. The benefits of Design Thinking in numbers
  30. 30. IBM-Forrester study: ➔ROI of 301% ➔Halved time-to-market ➔75% cut on design time ➔33% cut on dev and QA time Google: ibm forrester design thinking URL: https://ibm.co/2UTjri4
  31. 31. Automation vs Innovation
  32. 32. Incorporate Design Thinking into your day to day
  33. 33. The 5 Step Process
  34. 34. 1 Empathise (research the problem)
  35. 35. Empathise Define Ideate Prototype Test
  36. 36. Methods User research. Jobs to be Done. Extreme users. Gather the knowledge in your organisation. Ask the experts. Quick workshops to explore the problem space.
  37. 37. Easy start: available data ➔ Support queries, customer forums, complain tickets, social media, … ➔ Call your own support centre. How does it feel? ➔ Shadow your colleagues when they go out to see customers. ➔ Spy your audience: hang out in the places where you can observe them. ➔ Interview a handful of people from your audience at events or similar. Try to answer these questions: 1. What are the jobs that customers are trying to do? 2. What are their main pain points? 3. What gains are they looking for?
  38. 38. 2 Define (select a problem)
  39. 39. Empathise Define Ideate Prototype Test
  40. 40. Methods Affinity maps. Boat exercise. User journey maps. Align expected outcomes for business with user needs.
  41. 41. Easy start: Simpler User Journey Map
  42. 42. 3 Ideate (look for a solution)
  43. 43. Empathise Define Ideate Prototype Test
  44. 44. Methods We want quantity, not quality. Crazy 8s, SCAMPER, Reversals, Analogies, Role play, Diagrams, ...
  45. 45. Easy start: Dot voting
  46. 46. 4 Prototype (give shape to your solution) 5 Test (what works and what does not)
  47. 47. Empathise Define Ideate Prototype Test
  48. 48. Simone Giertz When I build something, there isn’t necessarily an end goal. I have an idea of how I want a thing to work, but if it doesn’t work that way, I can always adapt the story.
  49. 49. Quick activity: Making connections
  50. 50. Relationship between words How can these be connected? ➔ Spices ➔ Boat ➔ City E.g.: A spices shop in a boat house in the city. E.g.: A restaurant in a city that resembles a boat used in the 16th century to carry spices from Asia.
  51. 51. Your turn: How can these words be connected? ➔House ➔Teens ➔Techno music
  52. 52. Teens learning to create techno music in their houses to with the help of parents. Teens making techno music versions of old popular songs to entertain guests in old people’s homes. A techno music “festival” for teens connected via video call so they can attend the “festival” from their homes.
  53. 53. Design Thinking in the real world: A few problems
  54. 54. 1. Fear of failure 2. Unfamiliarity with process 3. Lack of social trust between members Barriers to implementing Design Thinking:
  55. 55. Barriers to doing user research ➔ No access to users. ➔ No budget.
  56. 56. Start using Design Thinking today
  57. 57. Easy Affordable Flexible
  58. 58. Enjoyable and exciting!
  59. 59. You are our user! Please give us your feedback. http://bit.ly/2OQ9a2e

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