Design Thinking - 1 © Minder Chen, 2013 Design Thinking Minder Chen Professor of MIS California...

Design Thinking - 1 © Minder Chen, 2013

Design Thinking

Minder ChenProfessor of MIS

California State University Channel [email protected]


Finding the Sweet Spot


What is Design? – Tom Kelley

• Not just problem solving – creative leap

• Messy – No right answer (wicked problems)

• Takes a point of view – or many POVs

• Calls for vision and multiple minds (perspectives)

• Open attitude – many solutions

• Learned from experience with reflection

• Requires a feel for the materials (think with you hands)

• Starts with broadening, followed by narrowingDivergent Thinking Assimilation Convergent Thinking

• Requires ongoing mindfulness 用心Compiled by Scott Klemmerhttp://hci.stanford.edu/cs147/

Design Thinking - 4 © Minder Chen, 2013http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

The Design Process


Inspiration

[ Inter-disciplines ]


Inspiration


Inspiration: Expect Success• Build implementation resources into your plan• What’s the business problem? Where’s the opportunity? What has

changed (or soon may change)?• Look at the world: Observe what people do, how they think, what

they need and want• What are the business constraints (time, lack of resources,

impoverished customer base, shrinking market)?• Involve many disciplines from the start (e.g., engineering &

marketing)• Pay close attention to “extreme” users such as children or the

elderly• Have a project room where you can share insights, tell stories• How can new technology help?• Are valuable ideas, assets, and expertise hiding inside the

business?• Organize information and synthesize possibilities (tell more

stories!)


Ideation

Usage scenarios

Customer Journal MapStory

Telling

Low-Fidelity Prototype


Quick (Low-Fidelity) Prototyping

• Read the IDEO Difference (link)

Fail often to succeed sooner.

Think with your hands.Building to think.


Ptototypes

• Eric Ries, author of The Lean Startup, calls such a prototype a minimum viable product, or MVP—representing the least amount of effort needed to run an experiment and get feedback.

• Creativity requires cycling lots of ideas. The more you invest in your prototype and the closer to “final” it is, the harder it is to let go of a concept that’s not working.

• Prototyping quickly and cheaply also allows you to keep multiple concepts alive longer.

• Boyle’s Law (named after one of IDEO’s master prototypers, Dennis Boyle): never go to a meeting without a prototype.


Why Designers Should Never Go to a Meeting Without a Prototype

a project with Sesame Workshop to develop Elmo’s Monster Maker—an iPhone app that leads young children through the process of designing their own monster friend. They had an idea for a new dance feature in which kids could guide Elmo through different dance moves in sync with a simple music track.

Link


Ideation: Brainstorm

• Make many sketches, concoct scenarios

• Build creative frameworks (order out of chaos)

• Apply integrative thinking

• Build implementation

• Put customers in the midst of everything; describe their journeys

• Prototype, test, prototype, test…

• Tell more stories (they keep ideas alive)

• Communicate internally – don’t work in the dark!

• Prototype some more, test with users, test internally


Implementation


Implementation: Execute the Vision

• Engineer the experience

• Help marketing design a communication strategy

• Make the case to the business – spread the word

• Move on to the next project – repeat


EatWell

EATWELL won first place at the 2014 Stanford Design Challenge


EatWellSet.Com

http://www.eatwellset.com/#!features/cf1a


Design Thinking Process by Stanford d.school / IDEO

• http://dschool.stanford.edu/dgift/• https://dschool.stanford.edu/groups/designresources/wiki/36873/attachments/8a846/ModeGuideBOOTCAMP2010.pdf

“To create meaningful innovations, you need to know your users. Empathize and care about their lives.”

“Framing the right problem is the only way to create the right solution.”

“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”

“Build to think and test to learn.”

“Testing is an opportunity to learn about your solution/assumptions and your user.”

IDEO: Inspiration Ideation Implementation


Ethnography

• Ethnography is observing behavior in natural settings.

• Ethnography literally means “writing about people groups” and it is an anthropological method for describing cultures. The method is formulated in the 1800’s as a method for studying “native” cultures.

• It has been applied to Market Research since 1980’s. It is research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place.

http://www.slideshare.net/chiatlanta/ethnographic-research-for-design-innovation-3578305


Qualitative Research

• Observation; Shadowing; Self-documentation

• 1:1 Interviewing/Group Interviewing

http://www.businessweek.com/stories/2006-06-04/the-science-of-desire


Characteristics of Ethnographic Research

1. Takes place “in the field”

2. Observation is primary data collection technique

3. Interviews are used to clarify observations

4. Attention is paid to context and artifacts

5. Field notes coded and analyzed for themes and variables

** Ethnography produces fresh insights for design strategy.

*** Leonard, D., and J. F. Rayport, "Sparking Innovation through Empathic Design," Harvard Business Review, November/December, 1997, pp. 102–13. (link)


Participant Observation Tips

Observation is at the core of design thinking

Why: To identify needs, NOT solutions

1.Focus on behaviors that reveal key design concepts

2.Capture cases at opposite ends of scale

3.Look for the unseen behavioral scaffolding

4.Be the foreigner

5.Follow the golden rule (EmpathyEmpathy)

Product Development Process: Observation (video)


AEIOU Observation Framework

Dimension What to Watch ForActivities What are people doing?

Environment How are people using the environment?What’s the role of the environment?

Interactions Do you see any routines? Do you observe special interactions between people? Between people & objects?

Objects What’s there and being used or not used?Describe engagement with objects.

Users Who are the users? What are their roles?Look for extreme users.

Source: Doblin, Inc. By Rick Robinson and Stef Norvaisis

http://palojono.blogspot.com/2007/07/recording-ethnographic-observations.html


Oral B Kid Toothbrush by IDEO

• Design Toothbrush for kid under age 5

Video http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2100


what really countsmajor preoccupations, worries & aspirations

what friends saywhat boss sayswhat influences say

environmentfriendswhat the markets offers

attitude in publicappearancebehavior towards others

http://www.gogamestorm.com/?p=42http://www.slideshare.net/AdilsonJardim/empathy-map-poster-3201288

Empathy Empathy MapMap

GAIN“wants”/needs, measures of success, obstacles

PAINfears, frustrations, obstacles

Customer (user)


Supplemental Research Methods

• Artifact analysis

• Context mapping• Participant diaries, collages, or photo

journals

• Shop along

• Digital Ethnography (…Webnography?)


System in Context (Context Mapping)


Design Thinking Process at d.school (Stanford)

http://www.pwc.com/us/en/technology-forecast/2013/issue3/assets/pdf/techforecast-2013-issue-3.pdf

Design Theory (Process): http://bbamediastudio.wikispaces.com/Design+Theory


Design-Driven Innovation

Desirability(Human)

Feasibility

(Technology)

Viability(Business)Connecting Connecting

the Dots …the Dots …

Customer Customer DevelopmentDevelopment


Design Thinking Process and Methods


Design for Extreme Affordability • Problem: 15 M premature and underweight babies

and many died.

• Reasons: – Babies are so tiny they don’t have enough fat to

regulate their own body temperature.

– Traditional incubators can also cost as much as $20,000—each.

• Goal: Design low-cost infant incubator for developing world

• Field research:– Saw unused infant incubators in hospital in Nepal. Changing

design for hospitals and clinics to Rural mothers in their villages

– Heard mother is going to reduce temperature from 38oc to 30oc Changing the indicator to just OK

http://www.creativeconfidence.com/chapters/chapter-3


The Embrace Infant Warmer Is a Product with A Mission

http://embraceglobal.org/

ABC News 20/20 Video

Video from Embrace

$200

Paraffin (石蠟 )


MRI

(link)


Redesign MRI for Kids

• GE 18 billion Heathcare Division

• Multimillion-dollar magnetic resonance imaging (MRI) machines

• Problem: Children are frighten by the MRI machine and 80% has to be sedated before scanning.

• Action: Chief designer took “Human-Centered Design and Innovation” at Stanford d.school

• Solution: Designing MRI machine Redesign and humanize the experience for kids (getting young patients safely and willingly through an MRI scan)


GE’s “Adventure Series” MRI for Kids

GE's Adventure Series redesigns imaging equipment including MRIs, X-ray machines and CT scanners like the pirate-themed machine pictured here to make the procedures less scary for kids.

(Link)

Link


Different Themes


Cleaning

• Where should P&G look for Growth?


Field Research Findings of Mopping the Floor

A team of ethnographic researchers set out to watch how people cleaned their kitchen floors, and they discovered:•Most people swept their floors before they mopped.

•People assemble a system of largely unbranded products to get the job done. [ user-generated innovation, wisdom of the crowd ]

•Mops worked mostly by the adhesion of dirt to the mop and people seemed to spend almost as much time rinsing their mop as they did cleaning the floor.

•People wore old clothes when they were cleaning because it was a dirty job.

Source: http://continuuminnovation.com/work/swiffer/


Swiffer – P&G and Contiuum• “There has got to be a better way to clean a floor.

Current mops are the cleaning equivalent of the horse drawn carriage – where’s the car?”

Procter & Gamble’s 2nd most popular consumer product.


Do Observations in the Field• Use observations in the field to spot

contradictions of what you see and what you expect. Dig deeper

• Genchi Genbutsu (現地現物 ): “Going to the source to see for yourself.” (The Toyota Way, p. 40)

• Empathy means challenging preconceived ideas and setting aside your sense of what you think is true in order to learn what is true.

• “It’s not what you don’t know that get you into trouble. It is you know for sure that ain’t so.”

-- Mark Twain.


Listerine PocketPaks

• Addressing the consumer need for an easy-to-use, portable product that delivers a cleaner, healthier mouth -- a real solution, not a mask for bad breath.

• $150 Millions first year sales

• Original idea came from Japan


5 Why’s

• Ask “Why?” questions in response to five consecutive answers.

• This forces people to examine and express the underlying reasons for their behavior and attitudes.


The Trick to Inventing a Better Ice Cream Scoop

The award-winning design for this "mouth-friendly" ice cream scoop came from observing that people tend to lick the utensil after use (you cannot learn about this by asking people only). by Zyliss, Swiss housewares company

Link

No sharp edges and no moving parts

**The Customer-Centered Innovation Map by Lance A. Bettencourt and Anthony W. Ulwick, Harvard Business Review (link)


Courtyard by Marriott Bistro Lobby Concept

Link 1 Video **IDEO Link 2


Five Guest-Enabling Brand Principles

• Focus on working smarter and anticipating needs

• Instill pro-activity to let personality shine

• Enable guests to feel comfortable in public spaces using subtle gestures

• Provide options and a sense of control

• Aim to help guests feel refreshed, refueled, and recharged


Hire a Milkshake

• They were winning out over doughnuts, bagels, bananas, and boredom.

• If a company can discover a job-defined market, it will generally be much larger than one defined by product category.

“Finding the Right Job for Your Product.” MIT Sloan Management Review, Spring 2007, pp. 38–47


Job-to-Be-Done Analysis

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

– Theodore Levitt, Professor of Marketing, Harvard Business School

•“Jobs-to-be-done"--addressing the basic problem a customer is facing and providing a product that can deliver the necessary result. Each job has functional, emotional, and social dimensions.

•The jobs-to-be-done point of view causes you to go with your customer as she goes about her day, always asking the question as she does something ask: “Why did you do it that way?”

Source: http://hbswk.hbs.edu/item/5170.html

"Marketing Malpractice: The Cause and the Cure," Harvard Business Review, Vol. 83, No. 12, December 2005.


The Jobs-Opportunity Equation


Frictions & Pains

• 3M Post-it

• “I keep losing my place in my music!”

http://invention.smithsonian.org/centerpieces/iap/inventors_fry2.html


3M Masking Tapes• Drew wanted to test a new batch of

sandpaper, so he visited an auto body shop in St. Paul,

• Minn. When he entered the shop, he heard a group of workers cursing vehemently. He asked about the problem. Two-tone cars were popular then, but the effect required workers to mask certain parts of the auto body using a combination of heavy adhesive tape and butcher paper. After the paint dried, workers removed the tape – and often peeled away part of the new paint. Their labor was undone, and costs mounted for the customer.

• 3M gives employees 15% of their time to work on their personal projects.


The Dreaded Stair

• https://www.youtube.com/watch?v=ybdSzN2vr4w

• Playful is an very important human experience• Can you change people's habits and attitudes? Can you

take a hard task and change people's conduct and attitudes by making a hard job seem fun?

• Puzzle It https://www.youtube.com/watch?v=JOHVVwqjeFo&list=PL9A7C183D5B9FF6DE


Quirky Pivot Power Strip

https://www.quirky.com/shop/44-pivot-power-a-creative-outlet


Pitstop• Pitstop underway for Fernando Alonso at 2008 Chinese Grand Prix

Source: http://en.wikipedia.org/wiki/File:Alonso_Renault_Pitstop_Chinese_GP_2008.jpg


PNC Virtual Money

• Design for Generation Y

Video


IDEO Brainstorming Rules & Tips

• Defer judgment• Encourage wild ideas• Go for quantity• Build on the ideas of others• One conversation at a time• Stay focused on the topic• Be visual

1. Number and record each idea – let’s try to get a hundred ideas, motivates participants

2. Write the flow of ideas in a way that is visible to the group

3. Make sketches, mind-maps, diagrams, . . .


SCAMPER Method for Brainstorming (Eberle, 1971)

Substitute What could be used instead of an existing component?

Combine What could be added to an existing product? Adapt How can it be adjusted to suit a condition or

purpose? Modify, Magnify, & Minify

How can the color, shape, or form be changed? How can it be made larger, stronger, or thicker? How can it be made smaller, lighter, or shorter?

Put to other uses

What else can it be used for?

Eliminate What can be removed or taken away from it?

Reverse &Rearrange

How can it be placed opposite its original position? How can the pattern, sequence, or layout be changed?

Design Thinking - 1 © Minder Chen, 2013 Design Thinking Minder Chen Professor of MIS California...

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Transcript of Design Thinking - 1 © Minder Chen, 2013 Design Thinking Minder Chen Professor of MIS California...