design thinking for designing &
delivering services Zaana Howard | Associate Lecturer | QUT 17 May 2013 for QULOC

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

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

what is
design thinking?

design is evolving... Designer chairs,
“Eames Duo 2” by moguphotos http://www.flickr.com/photos/bygenejackson/3112409205/

to design thinking… Timeline detail
by Garrettc http://www.flickr.com/photos/garrettc/2575214144/

design thinking is a human
centred & collaborative approach to problem solving that is creative, iterative & practical. (Brown, 2008)

Adapted from Brown (2008).
business (viability) technology (feasibility) people (desirability) design thinking integrates...

Is a balance of thinking...
From Mar-n (2009)

We are Snook http://web.fumsi.com/go/article/use/64147 design
thinking starts with...

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

the
design thinking
process

discovery definition ideationprototyping testing design
thinking phases

non linear process

focus flare Hassno Platner Institute
of Design, Stanford University modes of thinking

how design feels Daniel Newman,
Central Office of Design

Carnegie Library
case study

the library is…
Maya Design

Mapa Rambla Sant Jordi. 1a
parte. ZONA VI by La Fundicio start with research exploring, observation, shadowing users, interviews and brainstorming sessions

walk in the customers shoes
Maya Design http://www.slideshare.net/whatidiscover/designing-for-experience

components of the service experience
http://www.slideshare.net/whatidiscover/designing-for-experience

scenarios to visualise what’s broken
http://www.slideshare.net/whatidiscover/designing-for-experience

l_system.png by sansumbrella insight:
environmental complexity

redesigning the service experience Maya
Design http://www.slideshare.net/whatidiscover/designing-for-experience

step by step through the
experience http://www.slideshare.net/whatidiscover/designing-for-experience

results
Maya Design
http://www.slideshare.net/whatidiscover/designing-for-experience

results
http://www.slideshare.net/whatidiscover/designing-
for-experience

testing
http://www.slideshare.net/whatidiscover/designing-for-experience

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

let’s
get on with it!

ground
rules

encourage wild ideas only good
and better no spectators collaborative work fastdone, not perfect

current
challenges

sharing is caring What are
some of the problems and challenges you are facing? Make sure you all get a chance to share.

discovery

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

Dig deep. Ask for stories.
Uncover feelings and emotions. Why is this important? What really matters? ask questions

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

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.

defining the
problem

capture findings summarise: what are
you trying to do? what themes and insights have your developed? what are the main challenges and opportunities?

create aproblem question make it
juicy & actionable

how might who what so
that why?

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?

how might who what so
that why? based on the challenge, persona, need and insight

idea
generation

creating new futures 50 ideas
15 minutes what are the opportunities and possible solutions to the problem you identified?

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.

fill your belly rest your
brain

prototyping
a solution

cost of failure vs. project
time prototyping fail early fail often

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

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

testing
your solution

give it a whirl 2
people from each group stay 4 people rotate share your solution and get feedback.

what did you learn? About
your prototype? About others prototypes?

iterate iterate your solution based
on your learning and new ideas

what’s your
story?

plan your pitch be specific,
brief, clear, appropriate, narrow & visual

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?

showcase...
over to you!

summarise

discovery definition ideationprototyping testing process
reminder

four principles visualising conversation storytelling
collaboration

key is collaboration most problems
are too complex for one person. multiple perspectives, skills, disciplines, experiences and knowledge is key.

thankyou zaana howard z.howard@qut.edu.au |
zaanahoward.com | @zaana