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Using Design Thinking to Develop Visitor-Centered Experiences
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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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Using Design Thinking to Develop Visitor-Centered Experiences
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- Dana Liz @lizmcdermott35 @dmitroff Welcome! Twitter hashtags: #wma2015 #designthinking
- What is design thinking?
- A set of methods and mindsets for framing problems & generating innovative, human-centered solutions 4
- Image by the Stanford d.school The process
- Empathize Define Prototype Test Ideate REPEAT! Image by the Stanford d.school 6
- Image by the Stanford d.school
- focus groups usability tests surveys web analytics Where does design thinking fit in? a/b testing market research formative evaluation summative evaluation 8
- 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.
- So we can understand the why, not just the what
- Institutions trained in design thinking
- Human-centered Bias towards action IterativePrototype-driven Collaborative All icons licensed from The Noun Project The Mindsets 12
- Before
- After
- “Design Doing” 15
- Get some blank paper and a Sharpie 16
- 3 min on your own. Go!!!
- That was a problem-solving approach
- Image by the Stanford d.school Now, a design thinking approach…
- Get a new partner Not someone you already know!
- 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!
- Your mission is to discover what comfortable and welcoming means for your user.
- Start with empathy
- Empathize: what?
- Empathize: why?
- Empathize: methods immersions observations ethnographic interviewing
- Immersion Image by Maryanna Rogers
- What? How? Why? ) Observation
- What? How? Why? Ethnographic Interviewing
- Interview best practices Encourage stories Use open-ended questions Always ask “Why?” Allow space for silence Take notes!
- 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
- 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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- If I had 20 days to solve a problem, I would take 19 to define it. -Albert Einstein
- What is the real need?
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- Needs and insights
- Human emotional and physical necessities. Verbs, not nouns Opportunities, not solutions Needs are…
- 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…
- Needs + insights mapping Insights: What + why behind the needs Needs: Verbs, not nouns
- 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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- Let’s plan a trip 43
- Brainstorming
- go for quantity be visual encourage wild ideas build on ideas defer judgment headline ideas 45
- 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
- 2 sessions x 3 min each Share and capture
- 3 min on your own Reflect + plan your solution
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- Lo-fidelity prototyping 50
- Prototype examples 51
- Mobile app 52
- Tablet app 53
- In-gallery interactive 54
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- Objects Image courtesy Michael Edson, Smithsonian Institution Wayfinding and signage 56
- #mw2014proto Programs and services 57
- #mw2014proto Experiences 58
- #mw2014proto What do they all have in common? 59 Fast, rough, low-fidelity Easy to iterate
- Set the scene 60
- Product or service?
- Build your solution 10 min on your own
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- Share prototypes Ethnographic mindset Observe, listen, question
- Share prototypes Testing best practices Hand over your prototype! Let the user touch and hold it Show, don’t tell!
- Test and get feedback What worked? What could be improved? Questions? Ideas? 2 sessions x 4 min each
- Share your prototypes!
- Image by the Stanford d.school Wrapping up 68
- Human-centered Bias towards action IterativePrototype-driven Collaborative All icons licensed from The Noun Project The Mindsets 69
- Case studies from the Getty 70
- Example #1: Design Thinking to Redesign the Getty’s Exhibition Websites 71
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- www.getty.edu 74
- Example #2 Project Reboot! Using Design Thinking to Redesign Your Job 75
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- Design thinking resources DesignThinkingforMuseums.net
- Design thinking resources dschool.stanford.edu/use-our-methods
- Questions? 82
- Debrief 83 I like… I wish… I wonder…
- ! 84
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