Improving Human Experiences Through Design Thinking
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Transcript of Improving Human Experiences Through Design Thinking
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@RussStarke
Improving Human Experiences Through Design Thinking
h e l l o !
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a b o u t m e
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services processesstrategy software products
business & web applications
think brownstone
E X P E R I E N C E D E S I G N
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think brownstone
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Decide the way forward
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Decide the way forward
M A R T Y N E U M E I E R
Design
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“A designer is anyone who devises ways to change an existing
situation into a preferred one.”
H E R B E R T S I M O N
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d e s i g n t h i n k i n g
Rationality in constructing
and testing various solutions
Creativity in the generation
of insights and solutions
Empathy for the context of
a challenge
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e m p a t h y
Stakeholder Workshops Audience Research
Persona Creation Experience Audits
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e m p a t h y
Stakeholder Workshops
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“People rid the room of argument until they have no one left—except
people who agree with them.It is understandable…but this is a shame, because friction makes us sharper…it clarifies our thinking.”
e m p a t h y
B O N O
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Ask the “stupid” questions.
e m p a t h y
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“Have the hard conversations.”
D R . B R E N E B R O W N
e m p a t h y
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e m p a t h y
Audience Research
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There’s no “I” in design.
e m p a t h y
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Nothing makes you a better strategist/designer
than being armed with research.
e m p a t h y
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Balance “would you?” with “do you?”
e m p a t h y
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e m p a t h y
Persona Creation
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p e r s o n a s
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e m p a t h y
Experience Audits
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Use the product or service. FOR REAL.
e m p a t h y
Then observe others doing the same.
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d e s i g n t h i n k i n g
Rationality in constructing
and testing various solutions
Creativity in the generation
of insights and solutions
Empathy for the context of
a challenge
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Competitive & Comparative Analysis Visioning & Roadmap Creation
c r e a t i v i t y
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Competitive & Comparative Analysis
c r e a t i v i t y
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c o m p e t i t i v e a n a l y s i s
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c o m p a r a t i v e a n a l y s i s
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Visioning & Roadmap Creation
c r e a t i v i t y
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“Who wants a dream that’s near-fetched?”
H O W A R D S H U L T Z , S T A R B U C K S C E O
c r e a t i v i t y
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v i s i o n i n g
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v i s i o n i n g
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c r e a t i v i t y
Objective data (research) Emotional/subjective
Current state (SWOT) Industry best practices/challenges
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d e s i g n t h i n k i n g
Rationality in constructing
and testing various solutions
Creativity in the generation
of insights and solutions
Empathy for the context of
a challenge
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Process Workflow Visualization Rapid Proof-Of-Concept Creation
MVP Definition
r a t i o n a l i t y
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Process Workflow Visualization
r a t i o n a l i t y
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j o u r n e y m a p s
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Rapid Proof-Of-Concept Creation (and Iteration)
r a t i o n a l i t y
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Don’t fall in love with your first idea.
r a t i o n a l i t y
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Pave the cowpaths.
r a t i o n a l i t y
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“Pave the cow paths.”
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MVP Definition
r a t i o n a l i t y
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m v p d e f i n i t i o n
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8 Rules of Thumb You can apply TOMORROW
d e s i g n t h i n k i n g
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Connect the dots for people.
d e s i g n t h i n k i n g
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Beware the “tyranny of choice.”
d e s i g n t h i n k i n g
B A R R Y S C H W A R T Z
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In the rush for automation and self-service, consider how
much of a burden you put on your “users.”
d e s i g n t h i n k i n g
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d e s i g n t h i n k i n g
“Dissatisfaction x Vision x First Steps must be greater than resistance.”
K A T H I E D A N N E M I L L E R
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d e s i g n t h i n k i n g
Consider edge-cases.Set the rules, and stick to them.
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d e s i g n t h i n k i n g
Avoid jargon and industry-speak whenever possible.
In practice, simpler is smarter.
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d e s i g n t h i n k i n g
Make sure you’re tracking the right metrics.
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d e s i g n t h i n k i n g
All else being equal,a little “fun” goes a long way.
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thank you!
Great experience design is not an accident.
@RussStarke