A PRACTICAL INTRODUCTION TO DESIGN THINKING

14 July 2017, Poiana Brașov for ASPIRE ProfessionalFacilitated by Tudor Juravlea & Dragos Gavrilescu

3

DESIGN THINKING SOCIETYI N T R O D U C I N G

We are a team of innovation faci l i ta tors w ith dif ferent backgrounds .

Our main goa l is to help ou r cl ients des ign a better fu tu re .

M A G D A R O P O T A N D R A G O S G A V R I L E S C U A L I N A B A N U L E A S A T U D O R J U R A V L E A

4

WHAT IS DESIGN THINKINGDesign thinking refers to the use of designer ' s methods to match people ' s needs wi th what i s

technological ly feasible and also v iable as a business st rategy and opportuni ty .

people's needs

feasibletechnology viable

business

5

H e r b e r t A . S i m o n R o b e r t M c K i m B r y a n L a w s o n P e t e r R o w e

” d e s i g n w a y o f th i n k i n g ”

i n ” Th e S c i e n c e s o f th e

A r t i f i c i a l ”

1 9 6 9

” d e s i g n e n g i n e e r i n g ” i n

“ E x p e r i e n c e s i n V i su a l

Th i n k i n g "

th e a r c h i te c tu r e b o o k

” How Designers Think”

“ D e s i g n Th i n k i n g ”

m e th o d s a n d a p p r o a c h e s

1 9 7 3 1 9 8 0 1 9 8 7

A HISTORY OF DESIGN THINKING

6

R o l f F a s t e D a v i d M . K e l l e yT i m B r o w n

T o m K e l l e yB i l l M o g g r i d g e

M i k e N u t a l l i

N O W

Te a c h i n g " d e s i g n

th i n k i n g a s a m e th o d o f

c r e a t i ve a c t i o n . ” a t

S ta n f o r d U n i ve r s i t y

1 9 8 0 - 1 9 9 0

ID E O w a s f o u n d e d

U se d w o r ld w i d e b y a

f e w l e a d i n g c o m p a n i e s

a n d s ta r tu p s

1 9 9 1 2 0 1 7

A HISTORY OF DESIGN THINKING

7

DESIGN THINKINGIS HUMAN CENTRIC

Start by empathizing

- identify who your customers are- discover attitudes, behaviors, needs- identify opportunities and problems to solve.

Generate and prioritize ideas

- design for moments of delight and usefulness- prioritize ideas by considering customer value,

business value and feasibility.

- test with real people, all the time- change, adjust and implement

from the feedback you gather

Iterate, refine and validate

IMMERSION ITERATIONIDEATION

8

DESIGN THINKING IS ITERATIVE

D I S C O V E ROb se r v e a nd l e a r n f r o m

y o ur r e a l custo m e r s

D E F I N ESy nthe s i z e y o ur f i nd i ng s a nd f r a m e the p r o b l e m

to b e so l v e d

I D E A T EF o r m ul a te a s m a ny i d e a s

a nd f i nd a s m a ny o p p o r tun i t i e s y o u ca n

P R O T O T Y P EPr i o r i t i z e i d e a s ,

p r o to ty p e the m f a sta nd v a l i d a te the m

A question, a visionor statement of intent

A clear opportunity orproblem to be solved

A functioning and proven concept

Solving the right problem Solving the problem right

9

IMMERSION & RESEARCH

Qualitative

Quantitative

Attitudinal Behavioral

Focus groups

User interviews

Participatory design

Why & How?

How many?

Usability testing

Field Studies

Prototyping

Analytics

Sales results

Surveys

Customer support

What they say they do. What they actually do.

10

“ M o s t p e o p l e d o n ’ t l i s t e n w i t h

t h e i n t e n t t o u n d e r s t a n d .

T h e y l i s t e n w i t h t h e i n t e n t

t o r e p l y . ”

S t e p h e n R . C o v e y

11

Brené Brown on Empathy

12

Write down what you believe you already know about your users.Write down what you don’t know but you want to find out.Create a list of questions that you want to ask.

A L W A Y S P L A N Y O UR R E S E A R C H

Don’t be judgmental, Don’t ask leading questions, Don’t ask yes / no questions,Don’t ask compound questions, Don’t allow one person to dominate,Don’t get invested or pose as an expert

E M P A THIZ E

Try to find patterns and recurring themes.Be aware of the mental models and behaviors.Always ask why and go back to research,

W R ITE D O W N A ND R E C O R D E V E R Y THNG

INTERVIEWS AND FOCUS GROUPS

13

DON’T OPEN YOURWORKBOOKSJUST YETJ US T M A KE S UR E Y O U HA V E THE M

14

INTERVIEWS

15

INSIGHT

16

GO WILD

17

ITERATE

18

CONCLUSIONS

19

DESIGN METHOD BOOKS

Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions by Bruce Hanington and Bella Martin

101 Design Methods: A Structured Approach for Driving Innovation in Your Organization by Vijay Kumar

The Designing for Growth Field Book by Jeanne Liedtka, Tim Ogilvie, Rachel Brozenske

20

Q&A

21

T U D O R J U R A V L E A+ 40744447777

tud o r @d e s i g nth i nk i ng so c i e ty .co m

D R A G O S G A V R I L E S C U+ 40744675605

d r a g o s@d e s i g nth i nk i ng so c i e ty .co m

THANK YOU!