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Design thinking for designing and delivering services

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Design thinking for designing and delivering services

  1. design thinking for designing & delivering services Zaana Howard | Associate Lecturer | QUT 17 May 2013 for QULOC
  2. INN332:  Informa-on  Retrieval   unit  overview   Zaana  Howard   Associate  Lecturer   z.howard@qut.edu.au   Hello!  By  Major  Clanger   hIp://www.flickr.com/photos/major_clanger/382513/     tweeting? @zaana #quloc
  3. agenda 10.00 - 10.30 Introduction 10.30 - 11.00 Understanding current challenges 11.00 - 12.15 Understanding the problem 12.15 - 1.00 Lunch 1.00 – 2.15 Developing & testing a solution 2.15 - 2.30 Preparing your story 2.30 - 3.00 Showcase and wrap up
  4. what is design thinking?
  5. design is evolving... Designer chairs, “Eames Duo 2” by moguphotos http://www.flickr.com/photos/bygenejackson/3112409205/
  6. to design thinking… Timeline detail by Garrettc http://www.flickr.com/photos/garrettc/2575214144/
  7. design thinking is a human centred & collaborative approach to problem solving that is creative, iterative & practical. (Brown, 2008)
  8. Adapted  from  Brown  (2008).     business (viability) technology (feasibility) people (desirability) design thinking integrates...
  9. Is a balance of thinking... From  Mar-n  (2009)  
  10. We are Snook http://web.fumsi.com/go/article/use/64147 design thinking starts with...
  11. a note on language: user centred design; human centred design; user experience; service design; design thinking (+ more...) often interchanged, all related but each has its own distinct definition, history and foundations
  12. the design thinking process
  13. discovery definition ideationprototyping testing design thinking phases
  14. non linear process
  15. focus flare Hassno Platner Institute of Design, Stanford University modes of thinking
  16. how design feels Daniel Newman, Central Office of Design
  17. Carnegie Library case study
  18. the library is… Maya Design
  19. Mapa  Rambla  Sant  Jordi.  1a  parte.  ZONA  VI  by  La  Fundicio   start with research exploring, observation, shadowing users, interviews and brainstorming sessions
  20. walk in the customers shoes Maya Design http://www.slideshare.net/whatidiscover/designing-for-experience
  21. components of the service experience http://www.slideshare.net/whatidiscover/designing-for-experience
  22. scenarios to visualise what’s broken http://www.slideshare.net/whatidiscover/designing-for-experience
  23. l_system.png  by  sansumbrella   insight: environmental complexity
  24. redesigning the service experience Maya Design http://www.slideshare.net/whatidiscover/designing-for-experience
  25. step by step through the experience http://www.slideshare.net/whatidiscover/designing-for-experience
  26. results Maya Design http://www.slideshare.net/whatidiscover/designing-for-experience
  27. results http://www.slideshare.net/whatidiscover/designing- for-experience
  28. testing http://www.slideshare.net/whatidiscover/designing-for-experience
  29. what happened? new customers existing customers have a better experience, accomplish their goals more easily librarians and library staff devote more of their to high value, high reward efforts. Blue tape measure by Darren Hester
  30. let’s get on with it!
  31. ground rules
  32. encourage wild ideas only good and better no spectators collaborative work fastdone, not perfect
  33. current challenges
  34. sharing is caring What are some of the problems and challenges you are facing? Make sure you all get a chance to share.
  35. discovery
  36. what do you already know about the problem? good points? pain points? what do you need to be aware of for the future? challenges? opportunities? any themes and insights? share what you know
  37. Dig deep. Ask for stories. Uncover feelings and emotions. Why is this important? What really matters? ask questions
  38. Who are you designing for? What motivates them? What are their needs? What is their background? How do you design for their context? Where are there gaps? How can we build on their needs/changing lives?     build a persona
  39. Personal information Age: 19 Profession: full time student Field: Design Home life: single, lives with parents Hobbies: hanging out with friends Personality: arrogant and ambitious Amelie the Undergrad “Do I need to know this to pass?” •  Inexperienced library user •  Only interested in what’s required •  Research is not a key part of the course Background Computer usage Library usage Key experiences Experience: high Primary uses: IM, email, web, Creative Suite Favourite sites: Facebook, YouTube, Vimeo, Design Milk Hours online per week: 40 Works out of: library or home Devices: laptop & any device she can get her hands on How often (online): weekly How often (offline): few times a week For: study, meet friends Advanced features: rarely Reliance on library: high (few alternatives) Material: books Uses: catalogue Amelie uses design books in the library to get ideas for projects. She does not rely on the library’s journal collections, her emphasis is on books. She uses the online catalogue to get started but spends most of her time pulling books from the stacks and looking for images. As a design student her work is very project focused with little research required. Some of her projects are highly independent, others involve working in groups and building on ideas from her colleagues. Her studio work involves developing prototype designs by using Creative Suite software, constructing physical models, and sketching on paper. She relies on Getty Images and Flickr as good sources for digital images. She has found it difficult to search for images through the library.. She has tried to use the “ask a librarian” feature but sometimes she gets the feeling that there are not enough resources to handle all the requests so you have to wait for a reply. Amelie uses the library systems so infrequently that she doesn’t get used to them or build up tactics or strategies for success. Amelie needs help to use the library. If you don’t bring the book back on time you get an “outrageous fine, something like $30.” Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.
  40. defining the problem
  41. capture findings summarise: what are you trying to do? what themes and insights have your developed? what are the main challenges and opportunities?
  42. create aproblem question make it juicy & actionable
  43. how might who what so that why?
  44. example how might an engineering post graduate student find relevant and credible information quickly so that time on work is limited as they have a full time job and a small baby?
  45. how might who what so that why? based on the challenge, persona, need and insight
  46. idea generation
  47. creating new futures 50 ideas 15 minutes what are the opportunities and possible solutions to the problem you identified?
  48. choosing futures which ideas are most possible? most delightful? what are you drawn to? you each have 3 votes, use them to select an idea to work with.
  49. fill your belly rest your brain
  50. prototyping a solution
  51. cost of failure vs. project time prototyping fail early fail often
  52. storyboarding what is the story of your new product | service | library? top tip: Start in the middle of your story with the ‘magic moment’, what are you trying to achieve? before after during
  53. make your idea come to life what parts of your solution have form? make them tangible. wireframe, diorama, role play, scenario  Have paper. Will prototype. http://vimeo.com/13788874
  54. testing your solution
  55. give it a whirl 2 people from each group stay 4 people rotate share your solution and get feedback.
  56. what did you learn? About your prototype? About others prototypes?
  57. iterate iterate your solution based on your learning and new ideas
  58. what’s your story?
  59. plan your pitch be specific, brief, clear, appropriate, narrow & visual
  60. plan your pitch What is your one liner? - elevator pitch Who is this for? How does it work? What is it called? Why do you think this is important for the future?
  61. showcase... over to you!
  62. summarise
  63. discovery definition ideationprototyping testing process reminder
  64. four principles visualising conversation storytelling collaboration
  65. key is collaboration most problems are too complex for one person. multiple perspectives, skills, disciplines, experiences and knowledge is key.
  66. thankyou zaana howard z.howard@qut.edu.au | zaanahoward.com | @zaana