David Kelley: How to build your creative confidence

Design Thinking

Ivy Guo

Stanford University

What is Design Thinking?

Process!

Any Difference?

human-Centered

Fast prototyping

Iteration

5 steps

Linear? >

Not necessarily

WHAT is the

mode? Empathy is the foundation of a

human-centered design process

~ ~

-  Observe View users and their behavior in

the context of their lives

-  Engage Interact with and interview users

through both scheduled and short

‘intercept’ encounters

-  Immerse Experience what your user experiences

Observe!

What How Why

Give them what they need, not what they want

Pay attention to emotional touches

Record it!

Interview!

-  Prepare yourself -  Introduction -  Kickoff -  Build Trust -  Grand Tour -  Reflection -  Wrap-Up

Traveling ? Interests?

WHAT is the

mode? unpack and synthesize your empathy findings

into compelling needs and insights, and scope a

specific and meaningful challenge

∼ ∼

- How Might We

- POV Point of View. Provides focus and

frames the problem

Inspires your team

- How Might We

User + Need + Insight = Point of View

(who) NEEDS TO (verb) B/C (insight)

POV

-  Saturation Put up post-its, pictures and other

artifacts that express the stories you heard

and saw in your observations

-  Mapping Lay out maps of relevant places or times

that you can identify the stories with.　

E.g. Empathy Map.

-  Grouping Find common themes among your stories

How Might We

Smaller actionable pieces

WHAT is the

mode? Ideate is the mode during your design process

in which you focus on idea generation

∼ ∼

- Brainstorming The intention of brainstorming is to

leverage the collective thinking of

the group, by engaging with each

other, listening, and building on

other ideas.

- Defer judgment

- Encourage wild ideas

- Build on the ideas of others

- Go for volume

- One conversation at a time

- Headline

RULES

Brainstorming

-  Prepare yourself

-  Write fast & be visual

-  Use humor and be playful

-  Monitor and lead the

productivity of the brainstorm

-  Know when to stop

Prototyping is getting ideas and explorations

out of your head and into the physical world

- Empathy gaining deepen your understanding of the design

space and your user, even at a pre-

solution phase of your project

- Exploration

- Testing

- Inspiration Inspire others (teammates, clients,

customers, investors) by showing your

vision

WHAT is the

mode? ∼ ∼

Prototyping for Elmo's Monster Maker iPhone App

Keynote prototype

WHAT is the

mode? Testing is the chance to refine our solutions

and make them better

∼ ∼

-  Refine prototypes and

solutions

-  Learn more about users

-  Test and refine POV

Testing with Users

-  I LIKE

-  I WISH

-  WHAT IF

Reflection

Nolan's Cheddar Commercial Mouse

Ivy Guo

2013.5.31

Thank you!

Weibo:

illinoisivyguo@gmail.com

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