Post on 28-Jan-2015
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APS 1015H: Social Entrepreneurship
Class 3: Design Thinking (Part 1)
Wednesday, September 28, 2011
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Instructors: Norm Tasevski (norm@socialentrepreneurship.ca) Karim Harji (karim@socialentrepreneurship.ca)
© Norm Tasevski & Karim Harji
Agenda
• Admin stuff • Design Thinking – the basics • Group Exercises – Applying Design Thinking to your
social venture • Class discussion • Prepping for next week
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© Norm Tasevski & Karim Harji
Admin Stuff
• Idea Jam at Thing Tank Lab next week – Starts at 6:30 SHARP – Location: 376 Bathurst Street (just north of Dundas)
• Format – Thing Tank Intros (5 minute) – Groups give 5 minute presentations on their idea to the crowd – Attendees (approx. 20) then rotate between each group (3
rotations of 15 minutes each) – Groups then report back on the 3 “big ideas” discussed at
each table • What you need to prep:
– A 5 minute synopsis (to be given verbally) – handouts/presentations are optional
– An “ask” around 2 areas of help (e.g. do you need help ideating on the tech? On the business model? On designing a prototype?)
http://www.criticalmaking.com/ddimit/
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© Norm Tasevski & Karim Harji
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Design Thinking - The Basics
© Norm Tasevski & Karim Harji
Design Thinking is a Mindset �
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© Norm Tasevski & Karim Harji
What is “Design”?
“A process by which an artifact is brought into existence”
Amir Khella
“A science studied on its own terms, with its own
rigorous culture” Nigel Cross
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© Norm Tasevski & Karim Harji
What is “Design Thinking”?
“Design Thinking begins by understanding the needs and motivations of people…you talk to these people, listen to them, you consider how best to help
them do good work. Design Thinking begins from this
place of deep empathy…”
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Human Centered
Collaborative
“Design Thinking requires a conversation…addressing complex challenges benefits significantly
from the views of multiple perspectives, and others’ creativity bolstering your own”
Source: IDEO (www.ideo.com)
“Design Thinking gives you permission to fail…because you come up with new ideas, get feedback on
them, then iterate”
Experimental
Optimistic
“Design Thinking is the fundamental belief that we all can create change – no matter how big a problem, how little time or how small a budget”
© Norm Tasevski & Karim Harji
“Business” Thinking vs. “Design” Thinking
“Business” Thinking… “Design” Thinking…
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Definitive – relies on “proof” Iterative – relies on “trial and error” Problem Solving Approach
What customers say – in focus groups, in surveys, etc.
What customers do – via direct observation, usability testing, etc.
Validation through…
Market analysis, aggregate consumer data (“what is”)
Direct observation and abductive reasoning (“what might be”) Informed by…
Understanding of results of customer activities
Understanding of consumer activities Focused on…
Spreadsheets, PowerPoint Prototypes, films, scenarios Tools Used
Words Pictures, prototypes Described Through…
“Vertical” skills/knowledge (i.e. deep but singular)
Vertical and “horizontal” skills/knowledge (i.e. shallow but varied) Team Members
Source: Luke Wroblewski (http://www.lukew.com/ff/entry.asp?205)
© Norm Tasevski & Karim Harji
The Design Thinking Process
9 Source: IDEO (www.ideo.com)
Today In Week 9
© Norm Tasevski & Karim Harji
Abstraction is Key
10 Source: IDEO (www.ideo.com)
Ready?
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Discovery
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© Norm Tasevski & Karim Harji
“Discovery” – Define the Challenge
13 Source: IDEO (www.ideo.com)
Step 1:
– Develop a common understanding of what you are working toward
– Create a one-sentence “design challenge” – A good challenge is:
• Phrased with a sense of possibility
• Broad enough to discover areas of unexpected value
• Narrow enough to make the topic manageable
• Starts with “How might we…” or “What if…”
© Norm Tasevski & Karim Harji
“Discovery” – Define the Challenge
14 Source: IDEO (www.ideo.com)
Questions:
– Why would people need, want or engage with your topic?
– What are the constraints (e.g. time, integration with other initiatives/structures)?
© Norm Tasevski & Karim Harji
“Discovery” – Define the Audience
15 Source: IDEO (www.ideo.com)
Step 2:
– Develop a list of people/groups that will be involved and/or reached by your design challenge
– Identify those that are either directly or peripherally involved
© Norm Tasevski & Karim Harji
“Discovery” – Define the Audience
16 Source: IDEO (www.ideo.com)
Questions:
– Who are the “fans”?
– Who are the “skeptics”?
– Who do you need the most?
© Norm Tasevski & Karim Harji
“Discovery” – Prep for Research
17 Source: IDEO (www.ideo.com)
Step 3:
– Identify sources of inspiration to fuel your idea
– Create a mind map of the people involved in your topic
© Norm Tasevski & Karim Harji
“Discovery” – Prep for Research
18 Source: IDEO (www.ideo.com)
Questions:
– What are the characteristics that would make these people interesting to meet?
– Who are at the “extreme” (i.e. completely familiar with the topic, and utterly unfamiliar with the topic)?
– What type of engagement with these people/groups would inspire you? (e.g. the learning aspect? Immersing yourself in context? Etc.)
© Norm Tasevski & Karim Harji
“Discovery” – Prep for Research
19 Source: IDEO (www.ideo.com)
Step 4:
– Invite your list of people to an inspiration-generating event
– (Next week’s Thing Tank idea jam!)
© Norm Tasevski & Karim Harji
“Discovery” – Prep for Research
20 Source: IDEO (www.ideo.com)
Step 5:
– Prepare a Question Guide to use to interview people
• Tips: – Make the questions “open ended”
• “Tell me about an experience…” • “What are the best/worst parts about…” • “Can you help me understand…”
– Avoid “yes/no” questions – encourage people to give you the whole story
© Norm Tasevski & Karim Harji
“Discovery” – Prep for Research
21 Source: IDEO (www.ideo.com)
Questions:
– What themes will you cover in your conversations?
© Norm Tasevski & Karim Harji
“Discovery” – Gather Inspiration
22 Source: IDEO (www.ideo.com)
Step 6:
– Immerse yourself in context – This is the observation phase of the process (i.e. Idea Jams,
brainstorming, interviewing)
– This process is experiential: • Figure out what to observe • Choose a place to observe • Observe!
© Norm Tasevski & Karim Harji
“Discovery” – Gather Inspiration
23 Source: IDEO (www.ideo.com)
Questions:
– What emotions do you witness/experience?
– What person-to-person interactions do you observe?
– How are people interacting with the space around them?
Break
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Interpretation
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© Norm Tasevski & Karim Harji
“Interpretation” – Search for Meaning
26 Source: IDEO (www.ideo.com)
Step 1:
– Find themes – You are searching for the “ah ha” moment – Tips:
• Cluster related info together
• Find “headlines” (e.g. “lack of space”
• Turn headlines into statements (e.g. “there is a lack of space for students to do their work”
© Norm Tasevski & Karim Harji
“Interpretation” – Search for Meaning
27 Source: IDEO (www.ideo.com)
Step 2:
– Link themes
– You are trying to take a closer look at what your themes are telling you
– Tips: • Look for overlaps in themes • Explain your themes to an
outsider
© Norm Tasevski & Karim Harji
“Interpretation” – Search for Meaning
28 Source: IDEO (www.ideo.com)
Step 3:
– Define insights
– ID/gather: • What surprised you • Connections back to
your design challenge • Outside perspectives
© Norm Tasevski & Karim Harji
“Interpretation” – Search for Meaning
29 Source: IDEO (www.ideo.com)
Step 4:
– Craft Action Statements
– Tips: • Create “how might we…”
statements • Create questions around
which to brainstorm
Ideation
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© Norm Tasevski & Karim Harji
“Ideation” – Search for Meaning
31 Source: IDEO (www.ideo.com)
Step 1:
– Brainstorm
– Tips: • Have someone facilitate • ID the most promising ideas
© Norm Tasevski & Karim Harji
“Ideation” – Search for Meaning
32 Source: IDEO (www.ideo.com)
Step 2:
– Build
– This is the prototyping phase
– Tips: • Do a “reality
check” • Describe your idea
to someone
That wasn’t so bad, right?
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© Norm Tasevski & Karim Harji
What did we learn?
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