Presenters: Dana Mitroff Silvers, Principal and Founder, Designing Insights Liz McDermott, Managing Editor, Web & Communications, Getty Research Institute Design thinking is a human-centered process for problem solving and innovation. In this workshop, participants were introduced to design thinking through a hands-on, highly interactive experience. Attendees learned how to apply selected tools and methods of the design thinking framework to museums, including empathy interviewing, problem definition, rapid prototyping, and user testing.

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2. Dana
Liz
@lizmcdermott35
@dmitroff
Welcome!
Twitter hashtags:
#wma2015 #designthinking

3. What is design thinking?

4. A set of methods and mindsets for
framing problems & generating
innovative, human-centered solutions
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5. Image by the Stanford d.school
The process

6. Empathize Define
Prototype
Test
Ideate
REPEAT!
Image by the Stanford d.school
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7. Image by the Stanford d.school

8. focus groups
usability tests
surveys
web analytics
Where does design thinking fit in?
a/b testing
market research
formative evaluation
summative evaluation
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9. Helps us connect with the
people + stories behind our data
Wikimedia Foundation Strategic Plan Survey by Bridgespan Partners, 2009. Licensed under GNU Free Documentation License via
Wikimedia Commons , CC BY-SA 4.0.

10. So we can understand the why,
not just the what

11. Institutions trained in design thinking

12. Human-centered
Bias towards action
IterativePrototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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13. Before

14. After

15. “Design Doing”
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16. Get some blank paper
and a Sharpie
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17. 3 min on your own. Go!!!

18. That was a problem-solving approach

19. Image by the Stanford d.school
Now, a design thinking approach…

20. Get a new partner
Not someone you already know!

21. How might you make
your museum*
comfortable and welcoming
for your partner?
*or any museum of your choice if you don’t
currently work in a museum!

22. Your mission is to discover
what comfortable and
welcoming means
for your user.

23. Start with empathy

24. Empathize: what?

25. Empathize: why?

26. Empathize: methods
immersions
observations
ethnographic interviewing

27. Immersion
Image by Maryanna Rogers

28. What? How? Why?
)
Observation

29. What? How? Why?
Ethnographic Interviewing

30. Interview best practices
Encourage stories
Use open-ended questions
Always ask “Why?”
Allow space for silence
Take notes!

31. Interview your partner
Tell me about a place where you feel
comfortable and welcome.
o Where is it?
o Why do you feel that way there?
Tell me a story about a recent experience in
which you felt uncomfortable and unwelcome
somewhere.
2 sessions x 4 min each

32. Follow-up and go deeper
“Why did you say…”
“Can you say more about…”
“Do you have another example of …?”
“Really? And why was that?”
“Why? Why? Why?”
2 sessions x 4 min each

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34.
If I had 20 days to solve a problem,
I would take 19 to define it.
-Albert Einstein

35. What is the real need?

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37. Needs and insights

38. Human emotional and physical
necessities.
Verbs, not nouns
Opportunities, not solutions
Needs are…

39. Something you can see from the
outside that your user cannot see.
A contradiction, a surprise, an “aha!”
Why do you think your user has this
need?
What’s really going on here?
Insights are…

40. Needs + insights mapping
Insights:
What + why behind the needs
Needs:
Verbs, not nouns

41. Needs + insights mapping
Insights:
What + why behind the needs
She wants to feel
smarter than her
brother—he’s been
getting all the attention
these days!
Needs:
Verbs, not nouns
To reach
To get attention
To gain knowledge
To learn
To feel like an adult
3 min on your own

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43. Let’s plan a trip
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44. Brainstorming

45. go for quantity
be visual
encourage wild ideas
build on ideas
defer judgment
headline ideas
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46. Solo ideation
6 min on your own.
1. Prep a sheet for “Crazy8s”
2. Look back at your needs + insights
3. Brainstorm solutions to help your user feel
comfortable + welcome in your museum

47. 2 sessions x 3 min each
Share and capture

48. 3 min on your own
Reflect + plan your solution

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50. Lo-fidelity prototyping
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51. Prototype examples
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52. Mobile app
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53. Tablet app
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54. In-gallery interactive
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56. Objects
Image courtesy Michael Edson,
Smithsonian Institution
Wayfinding and signage
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57. #mw2014proto
Programs and services
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58. #mw2014proto
Experiences
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59. #mw2014proto
What do they all have in common?
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Fast, rough, low-fidelity
Easy to iterate

60. Set the scene
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61. Product or service?

62. Build your solution
10 min on your own

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64. Share prototypes
Ethnographic mindset
Observe, listen, question

65. Share prototypes
Testing best practices
Hand over your
prototype!
Let the user touch
and hold it
Show, don’t tell!

66. Test and get feedback
What worked?
What could be improved?
Questions?
Ideas?
2 sessions x 4 min each

67. Share your prototypes!

68. Image by the Stanford d.school
Wrapping up
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69. Human-centered
Bias towards action
IterativePrototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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70. Case studies from the Getty
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71. Example #1:
Design Thinking to Redesign the
Getty’s Exhibition Websites
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74. www.getty.edu
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75. Example #2
Project Reboot! Using Design Thinking to
Redesign Your Job
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80. Design thinking resources
DesignThinkingforMuseums.net

81. Design thinking resources
dschool.stanford.edu/use-our-methods

82. Questions?
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83. Debrief
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I like…
I wish…
I wonder…

84. !
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