APS 1015H Class 3 - Design Thinking Part 1

APS 1015H: Social Entrepreneurship

Class 3: Design Thinking (Part 1)

Wednesday, September 28, 2011

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Instructors: Norm Tasevski ([email protected]) Karim Harji ([email protected])

© 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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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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Design Thinking - The Basics


Design Thinking is a Mindset �

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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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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”


“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)


The Design Thinking Process

9 Source: IDEO (www.ideo.com)

Today In Week 9


Abstraction is Key


Ready?

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Discovery

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“Discovery” – Define the Challenge


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…”


“Discovery” – Define the Challenge


Questions:

–  Why would people need, want or engage with your topic?

–  What are the constraints (e.g. time, integration with other initiatives/structures)?


“Discovery” – Define the Audience


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


“Discovery” – Define the Audience


Questions:

–  Who are the “fans”?

–  Who are the “skeptics”?

–  Who do you need the most?


“Discovery” – Prep for Research


Step 3:

–  Identify sources of inspiration to fuel your idea

–  Create a mind map of the people involved in your topic




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.)




Step 4:

–  Invite your list of people to an inspiration-generating event

–  (Next week’s Thing Tank idea jam!)




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




Questions:

–  What themes will you cover in your conversations?


“Discovery” – Gather Inspiration


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!


“Discovery” – Gather Inspiration


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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“Interpretation” – Search for Meaning


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”




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




Step 3:

–  Define insights

–  ID/gather: •  What surprised you •  Connections back to

your design challenge •  Outside perspectives




Step 4:

–  Craft Action Statements

–  Tips: •  Create “how might we…”

statements •  Create questions around

which to brainstorm

Ideation

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“Ideation” – Search for Meaning


Step 1:

– Brainstorm

–  Tips: •  Have someone facilitate •  ID the most promising ideas


“Ideation” – Search for Meaning


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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What did we learn?

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APS 1015H Class 3 - Design Thinking Part 1

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Transcript of APS 1015H Class 3 - Design Thinking Part 1