THE VALUE OF DESIGN (THINKING)

6-10th July, 2019Tehran, Islamic Republic of Iran

Capacity Building & Skill Development for Digital Transformation in Digital Economy

ITU-ICT Faculty Workshop

Mr. Peter Argent: CEO, Business Design Institute

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Topics1. What is a design?

2. Why is design so important?

3. Design processes

4. Making design a part of everything

Questions, questions, questions...

The value of “good” questions

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Course design questions

1. What outcomes do I want for the participants?

2. What topics need to be covered to achieve the outcomes?

3. What activities will be best?

4. What can I do to make it fun?

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A problem statement

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What problem/s is my business solving?

Business owners have difficulty keeping up with changing technology.

This is a problem because customers will go find competitors who offer the

innovative solutions they expect.

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What problem/s is your organisation solving?

Simple problem statement template:

(Group of people) have difficulty (doing something).

This is a problem because (impact of problem).

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More than one problem

Businesses quite often solve more than one problem

And perhaps for more than one group of people

- What is the most compelling problem?

- Who do you want to solve the problem for?

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5 Whys Tool

5 Whys is an iterative, interrogative technique to find the root cause of a problem.

Example:

1. Why? - The battery is dead. (First why)

2. Why? - The alternator is not functioning. (Second why)

3. Why? - The alternator belt has broken. (Third why)

4. Why? - The alternator belt was well beyond its useful service life and not replaced. (Fourth why)

5. Why? - The vehicle was not maintained according to the recommended service schedule. (Fifth why, a

root cause)

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What is design?

Putting thought into what you create.

Good design:

Putting considered thought into what you create, following a process or methodology.

Business Model Canvas

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Benefits of a Business Model Canvas

1. Gets you to ask good questions and find answers

2. Helps you see the different parts of your business from a new angle

3. Helps you think of new approaches

4. Helps you see ways to innovate on your business model

Value Proposition Canvas

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Benefits of the Value Proposition Canvas

1. Understand the value you provide your customers

2. See how your product or service matches up with your customers needs

3. Gives you great messaging for your marketing, website, conversations

Sample VPC

Sample VPC

Sample VPC

Sample VPC

Design processes

Design thinking

Human-centred design

User experience design

Service design

Design sprint

Digital product design

The design thinking process

d.school https://dschool.stanford.edu/resources/getting-started-with-design-thinking

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Human-centred design

A framework involving the human perspective in all steps of the process to develop solutions to problems.

“Using a human-centered approach to design and development has substantial economic and social benefits for users, employers and suppliers.”

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Human-centred design process

Human-centred design process

http://www.designkit.org/

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User experience design

A process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.

User experience design encompasses traditional human–computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users.

User experience design process

Persona

User flow and wireframes

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Service Design

Improving the interaction between the service provider and its customers by planning and organizing:

• people, • infrastructure, • communication and • material components

Service Design Tools and Processes

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Design Sprint

A design sprint is a time-constrained, five-phase process that uses design thinking with the aim of reducing the risk when bringing a new product, service or a feature to the market.

https://designsprintkit.withgoogle.com/introduction/overview

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Digital Product Design Process

A process that combines design thinking, UX design, service design with the aim of producing assets that aid in the development of a digital product.

1. Define the problem to be solved2. Who experiences the problem (Personas)3. Ideation4. UX design phase (Wireframes)5. User stories6. Database design

Digital Product Design Process

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Problem statement or definition

There are many ways to write a problem statement. A simple way is to use this format:

(A person/group of people) have difficulty (doing something).

Eg.

Adventurous travellers have difficulty finding interesting places to stay where they can meet local people and learn about the culture.

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Five Whys

Statement: The student did not do well in their test

1. Why? They didn’t get many answers correct2. Why? They didn’t know all the answers3. Why? They didn’t do enough study4. Why? They were lazy or not motivated5. Why? They weren’t excited about the subject (root cause)

Mindsets for design

Beginners MindsetShoshin (初心) is a word from Zen Buddhism meaning "beginner's mind." It refers to having an attitude of openness, eagerness, and lack of preconceptions when studying a subject.

Learn from Failure"Don't think of it as failure, think of it as designing experiments through which you’re going to learn."

Mindsets for design

Empathy MindsetEmpathy is the capacity to step into other people’s shoes, to understand their lives, and start to solve problems from their perspectives.

Iterative MindsetBy continually iterating, refining, and improving our work we put ourselves in a place where we’ll have more ideas, try a variety of approaches, unlock our creativity, and arrive more quickly at successful solutions.

Mindsets for design

Playful MindsetWe design best when we are in a playful mindset. Have fun with the process and you will be more creative and uncover new insights.“Be in a state of play”

Prototyping

Have a bias toward action, and that means getting ideas out of your head and into the hands of the people we’re looking to serve. It doesn’t have to be perfect the first time. Try your prototype with a small group of sympathetic customers. Observe and learn from how they use it to make it better.

TEAM CHALLENGE:Digital Product Design Challenge

ITU #SDG challenge

Harnessing ICTs to support the digital economy and an inclusive digital society.Your challenge:Help your country reap the benefits of the digital economy and address the human and technical capacity challenges for bridging the digital divide.

Output

Deployment of web or mobile applications to improve the delivery of value-added services in sectors such as:

• health, • education, • agriculture, • governance, • energy, • financial services and • e-commerce.

Broad concept

Improve collaboration between ICTs, universities, government agencies and citizens to work on innovative ideas that help the community.

Your tasks

1. Use the “Five Whys” process2. Identify the problem and put into a “Problem

Statement”3. List the goals of the application4. Identify two “Personas” and describe them5. Ideate on a potential solution (in the form of a

web or mobile application)

Team Challenge - Self Assessment

Give your team a mark of 0 or 1 for each factor:• Creativity flowed• Meaningful discussions• Followed instructions• Applied learnings• Encouraged participation by every team

member• BONUS: Produced desired result

Digital Product Design Challenge

1. Team name2. Problem Statement3. List “Five Whys”4. Potential solution (web or mobile application)5. Goals of the application6. Two “Personas”Self-assessment: bit.ly/team-challenge-111 Resources: bit.ly/resources-day-01

Improve collaboration between ICTs, universities, government agencies and citizens to work on innovative ideas that help the community.

Present your team challenge idea/s

Talk for one minute.Tell us your best idea (did you have many to choose from?)How did you decide the best?What was the best part of the challenge?