Paper Titlebusiness impact.
benefits realization and project success.
SESSION OBJECTIVES
Design Drives Business Value
Section 1
What is Design Thinking?
Common Elements of Design Thinking (Based on the Hassi & Laasko Framework)
Source: Hassi, L. & Laakso, M. (2011). Making sense of design
thinking In IDBM papers vol 1 (pp. 50-63).
PRACTICES
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and systematic approach to
What is Design Thinking?
Start Closing
Project Execution
DIVERGENCE CONVERGENCE
Project Management
Design Thinking & Project Management | @brucegay 7
• Analysis is characterized by an attempt to solve a known problem.
• It is the process of breaking a problem into smaller parts in order to gain a better understanding of it.
• Relies on proof.
• Design is characterized by an attempt to create a response to a perceived problem.
• It is the purposeful move from a current situation to a preferred situation.
• Relies on trial and error.
Design Thinking & Project Management | @brucegay 8
Differing Approaches: Analysis vs Design
Stanford Design School Model
https://dschool.stanford.edu/resources/
Design “Toolboxes”:
• User Research
• Idea Generation
Not a process, but a set of
toolboxes, each with tools that can
be used by teams
into Projects
Design Thinking Helps with Solving the Right Problems
Problem Finding Problem Solving
Project Management Execution
Design Thinking & Project Management | @brucegay
Traditional PM
of returned consumer electronic products have no defects…95%
68% worked properly but didn’t meet customers’ expectations. (They either thought it was broken or it did not work properly.)
In 2011, this represented a $17 billion problem in the U.S. alone.
Design Thinking & Project Management | @brucegay 14
Design Reduces Overall Development Costs
Source: Tom Gilb: “Principles of Software Engineering Management” (1988).
1x
10x
100x
1x
The Cost of Design is Not All That High
Source: Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of the finding of usability problems,“
Proceedings of ACM INTERCHI'93 Conference (Amsterdam, The Netherlands, 24-29 April 1993), pp. 206-213.
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Design Thinking & Project Management | @brucegay
“Elaborate usability tests are a waste of resources. The best results come from testing no more
than 5 users and running as many small tests as you can afford.”
– Jacob Nielson
Key Problems in Radiology Workflow
• Image-centric, not patient-centric
• Radiologists lacked full patient context
• Too much information, not enough intelligence
• Poor user interfaces with multiple pop-up
boxes and complex menus
Thesis
development teams would produce
higher overall satisfaction by users.
Design Thinking & Project Management | @brucegay 20
Case Study: Re-designing the Imaging Workspace
Design Thinking & Project Management | @brucegay
What did we did…
• Conducted early exploration & discovery
• Generated conceptual designs and prototypes
• Utilized a “Living Lab” to conduct product
evaluations and testing with clinical users
• Ran usability testing per FDA regulatory
requirements
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Design Thinking & Project Management | @brucegay
Results
close collaboration allowed rapid iteration
on designs and prototypes
products and technical constraints
satisfaction improved
Case Study: Designing a Unified Admin Website
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Case Study: Designing a Unified Admin Website
Key Problems
an ad-hoc manner, built by multiple
companies with minimal coordination
• Overall unsatisfactory user experience
of technical expertise
Case Study: Designing a Unified Admin Website
25
Thesis
approach, the user experience challenges
would be solved through pre-development
design and prototyping sessions with end
users (aka design charrette).
Case Study: Designing a Unified Admin Website
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Implementation
user" and brainstorm design solutions
• Validated concepts and workflows
prioritize end-user functionality
Case Study: Designing a Unified Admin Website
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Results
mock-up of the front-end system
• The Government customer was
happy with the results
front-end
• Allow time up-front for design research before jumping into developing a solution.
• Design should be involved in the full development lifecycle, not something bolted on at
the end of the process.
• Sequencing of design activities matters.
• Get as close to your users as possible for feedback on concepts and designs. Embed
users into your project if possible.
• Strive for extensive collaboration and share designs artifacts early and often.
• Visualizing solutions (e.g. paper prototypes) helps identify problems before they
become built into the product or service.
• Co-Design works.
LESSONS LEARNED
TAKE AWAYS Incorporating design methods into your projects will
• Drive business value and increase customer alignment
• Focus teams on building the “right thing”
• Mitigate risk and failure related to missed customer expectations
• Reduce overall product development costs
• Can be accomplished at a relatively low cost
Design Thinking & Project Management | @brucegay
Thank You.
Contact Information:
IDEO
• https://www.ideou.com/pages/design-thinking-
resources
• http://www.designkit.org/methods