SAP Student Design Thinking Jam Americas Academic Conference, Feb 23rd 2013
Milwaukee, WI
Deepa Iyer Global SPM Service Innovation, SAP Services
imagine. create. innovate…Design Thinking with SAP—Services
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WELCOME
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Agenda 9:00am – 4:00pm
Ideation 1:30 pm – 2:05 pm
Introduction to Ideation, rules of brainstorming 5 min
Generate ideas, cluster and prioritize ideas 30 min
Prototyping 2.05 pm - 2:45 pm
Introduction to Prototyping 5 min
Start prototyping 35 min
Break 2:45 pm – 2:50 pm
Validation 2.50 pm – 3.50 pm
Final Presentations (5 min / team)
Wrap-up 3:50 pm– 4:00 pm
Wrap up
I like….. I wish
Kickoff 9:00 am – 9:20 am
Welcome & Kickoff 5 min
Warm-up –Team Building 15 min
Design Thinking Introduction 9:20 am – 9:40 am
Overview and Introduction to DT
Scoping 9:40 am – 10:15 am
Introduction to the Design Challenge 5 min
Brain dump exercise 30 min
Break 10:15 am – 10:20 am
360° Research 10:20 am – 11:20 pm
Introduction to 360° Research 5 min
Prepare interview guide 10 min
Interviews 45 min (10.35 to 11.20)
Synthesis 11:20 pm – 12:00 pm
Introduction to Synthesis 5 min
Storytelling & wall of data 35 min
Lunch 12:00 pm – 1:00 pm
Synthesis (contd.) 1:00 pm – 1:30 pm
Intro to Insights 5 min
Cluster, derive insights 25 min
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Team Formation & Introductions Teams
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Team Building and Introductions
Use 4 Post-it-notes & Sharpies
1. Your name
2. Which university are you from?
3. What are you studying?
4. What do you do for fun?
Team Sharing
- 1 min/person
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Rules of Engagement
“Hang in there!
And immerse yourself
in the process, even if
it might feel odd at times”
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Rules of Engagement
Active participation by everyone
Everyone has a voice
Defer judgment
Listen
Hearing and exploring divergent perspectives
is the goal
Please - no cell phones, computers, iPads
Have fun!
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Who here has
experienced Design Thinking ?
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Just to…
……set some
expectations…
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Design Thinking is…..
…...not a single Workshop
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Design Thinking is…..
….no Rocket Science
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Design Thinking is…..
…..People Centric
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Design Thinking is…..
…..hard to understand in a
theoretical training
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Design Thinking….
….needs to be
experienced
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What to expect...
We will apply the Design Thinking process
and principles to solve a concrete challenge.
© 2013 SAP AG. All rights reserved.
Design Thinking at SAP – high level history
2009 2004 Today 2005 - 2008
“One step to improve the ability to
innovate is to improve in design,
because we believe that design in one
way or the other will lead to
innovation.”
- Hasso Plattner SAP, Design Services Team
strategic lighthouse projects
joint projects
Basic Edge
new platform
customer PoCs
Hasso Plattner
Specific Teams:
Design Thinking with SAP
Strategic Customer
Engagement Team/TIP
COO DT Program
(process and productivity)
User Experience
AppHaus
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Germany
Palo Alto
Bangalore
Montreal
Shanghai
Sofia
Budapest
Ra’anana
Design Thinking @ SAP around the Globe
Stockholm
Rio de Janero
Sydney
Singapore
Sao Paulo
Vancouver
Design Thinking is…
Bringing together a good
approach, with the right people,
in the right environment.
© 2012 SAP AG. All rights reserved. 19
© 2013 SAP AG. All rights reserved.
Design Thinking – Finding the Perfect Balance
Source: Design Thinking
public domain
This approach helps to ensure that the right
solution is built and that development teams
are equipped to do so.
The effort in the beginning to understand
and validate what the right problem is avoids
expensive redesigns in later phases.
Holistic Solution
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Design Thinking - Core Components
People
who embrace values and are
enabled to follow an approach
Approach
that is an highly iterative process
consisting of activities
Environment and Materials
space that enables team work. Materials
that allow embodying ideas.
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Goal
Phase
Divergence
& Convergence
Mindset
Creating
Choices
Making
Choices
Creating
Choices
Making
Choices
Understand the Problem Space Create the Solution Space
Imagine the “ideal”
Design Thinking Process
Output
A Story
©SAP AG 2010 | 24
A PROJECT OUTSIDE SAP
© 2013 SAP AG. All rights reserved.
Source: The New York times
Source: Design that Matters
DESIGN THINKING IN A REAL LIFE CHALLENGE
How might we keep Premature Babies warm in developing countries
Context : Developing Country
Basic Infrastructure, Electricity available, but stable availability of car parts
No money to buy and support Hi-tech products
Context : Developing Country
Little to NO Infrastructure, Electricity only in a few places, Rural village areas
Hospitals are hard to reach
Airport Security
Source:
Source:
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Design Thinking Principles – supports the right mindset
... Practice Empathy -
it helps us better understand one another.
... Overcome Fixedness -
helps us broaden the solution space and thrive for novel ideas
... Embrace Diversity -
it opens more opportunities.
... Seek Inspiration from Users -
because necessity is the mother of invention
... Cherish Multidisciplinary Team Work –
no one knows or can do it all alone
... Integrative Thinking -
everything is part of a system. “see the wood for the tress”
... Accepting Ambiguity -
Expect the unexpected to not miss opportunities.
... Fail early and often -
because failure is the stepping stone to success.
"You can fix it now with an eraser, or you can fix it later with a sledgehammer.“ Frank Lloyd Wright
… Consensus kills innovation –
otherwise we might still be using punch cards
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Scoping "If you cannot explain it simply, you do not understand it well enough."
– Albert Einstein.
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Scoping
Scoping is
• About identifying and defining the right challenge to solve
• The goal is to get a common understanding of the challenge/problem space
• Identify stakeholders
• Create project plan
Today’s Design Challenge
Design Challenge
Create a concept to gamify education.
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…What does that mean?
“Is there a way to make our classes more engaging and fun?”
“Wonder if there is an easier way to collaborate with my classmates?”
“Wouldn’t it be cool to study virtually with my friends but still be in my room?”
“Can I use social media to get validation of my ideas for this mid-term paper?”
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Exercise : Brain dump
Create a concept to gamify education.
What does that mean to you? Thoughts, concerns, questions, pain points……
• Silent brainstorm - 5 min
• One thought per post-it note. Stay with your Post-it note color.
• Share—one participant at a time within your teams
• Cluster, merge and define headlines for each category
• Finalize within your teams your area of focus for the design challenge
Break - 5 min
360° Research “Prior to knowledge is the striving to attain it.”
- Alexander von Humboldt
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360° Research
360° Research is
• About Researching, Discovering, Exploring and Capturing Information
• The goal is to find data that serves to inspire the team and gain
empathy
• Keep in mind, this phase consists of diverging activities—no
conclusions yet
• Raw, unstructured data
Creating Choices
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Understanding the problem space
Prepare and plan your 360 research:
•Talk to and observe real end-users
•Talk to stakeholders and experts
•Conduct competitive and industry research
•Conduct adjacent research
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Empathizing with your end-users
Listen to them and don’t judge:
• How does it feel to walk in his/her shoes?
Be curious, and keep your eyes and ears open:
• Inspiration comes from unexpected insights
Observe what people really do:
• What people say is not always what they do
say = do = think = feel
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Basic Principles of Field Research
Most of the time what people say is not
what they do, think or feel.
say = do = think = feel
• Prepare your research session to get the
best possible information for your project.
• Focus on peoples goals.
• Stay focused on your research question.
• Engage with people in their context.
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How you ask matters
Ask open-ended questions:
• Open-ended: ‘what’, ‘why’, ‘how’, ‘when’, ‘where’, ‘who’
• Closed ended: results in a single word answer
Don’t ask leading questions:
• Are SAP communities effective?
• What do you think about SAP communities?
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Research Preparation – 10 min
What you need to do now:
• Prepare your interview guide. What do you
want to learn?
• Assign roles (interviewer and note taker)
• How will you capture the session? Capture
quotes!
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Interview schedules
• Each team does 3 interviews, 15 min each
• 2 people from each table have been assigned interviewee roles
Synthesis Curious how often you humans manage to obtain that which you do not want.
-Spock, Star Trek, "Errand Of Mercy"
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Synthesis
Synthesis is
• About structuring the unstructured Data
• The goal is to share the raw data and structure the information collected during
the 360° Research phase.
• Look for patterns and themes and derive insights
• It is about setting the information in relation to different stakeholder types, those
might be personas.
• Come to a convergent state of mind without jumping to the solution just yet.
Making Choices
Part one - Story Telling “Stories are data point with a soul”
- Brené Brown
© 2013 SAP AG. All rights reserved. 48
Start with storytelling
effective post-its ineffective post-it
Share your interviews with your team mates
1 or 2 of your team mates capture data points of that story
Note:
Use one color per story
One data point per Post-it note
Put the post-it notes on the wall
Story telling team work
– 35 min
Lunch
Synthesis part two Cluster, derive insights, goals, create persona and base line scenario
© 2013 SAP AG. All rights reserved. 52
Create a wall of data – suggested structure
Characteristics
Goals
Activities /tasks
Pain points
Observations on the environment
Artifacts and tools they use
Loves to make her customers happy
Wants to spend as much time with her customers as possible
Is responsible for ordering and replenishing the stock levels
Has no transparency into what her customers really want
Is always running around in the noisy store
Uses her mobile phone to connect to the people in the warehouse
Emma, department supervisor fresh fish Lisa, department supervisor fresh produce
Example post-its Categories
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Clustering, deriving insights & goals
Within the pre-defined categories cluster
the data points that belong to the same
theme.
If you look at the themes that emerged
you might be able to draw conclusions –
we call them ‘insights’.
“we can not react fast and flexibly to upcoming trends”
“I don’t have a clear picture of who my customers are”
Example of an insight:
Knowing who her customers are and
what is going on in their lives, enables
Emma to optimize her ordering plan.
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Creating personas
Personas are fictional characters
created to represent user types. They
are useful in considering the goals,
desires, and limitations of the users to
help to guide design decisions.
Personas put a personal human face
on otherwise abstract data about
customers
Your persona description might include:
name and picture
demographics like age, education
needs and tasks
goals and aspirations
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Persona Example
Emma, 24 is supervisor for the fresh food department of a global retailer, called ‘Fresh’.
She needs to keep an overview of her stock levels to best balance on-shelf availability,
bound capital and write-offs.
She wants to engage with her customers and to always have what they are looking for in the
store
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Coming up with a POV
POV = User + Need + Insight
The Point of View is one sentence that
creates an image in your mind. Based on
an understanding of a user group and an
insight into a specific need, it narrows the
focus and makes the problem specific.
Template:
[User] needs (to) [Need] because [Insight]
Example:
The Department Supervisor needs time with
customers, since knowing who they are
enables her to optimize her ordering plan.
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Creating scenarios
A scenario is a high level description of
how the user reaches her goal.
Your scenario might illustrate:
• the acting persona and maybe other
involved characters
•user needs and insights from the
research
•a well balanced level of detail
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Based on your data, please do the following …
1. Cluster your data
2. Gather key points/ insights
3. Create a persona that represents the people you want to design for
4. Create a scenario that illustrates the context of use and the sequence of
events your persona goes through
Ideation “Imagination is more important than knowledge, as knowledge is limited,
imagination I can draw from.”
~ Albert Einstein
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Ideation
Ideation is
• About brainstorming ideas
• Move from problem space to solution space
• At this point the team starts to imagine possibilities
• Do not check for feasibility and viability at the beginning of ideation,
this is done later during prioritization
Creating Choices
BE VISUAL
“draw a crazy picture…put something silly in the world that ain't been there before” shel silverstein
DEFER JUDGEMENT
DEFER JUDGEMENT
“criticism is hard to take, particularly from a relative, a friend, an acquaintance or a stranger “ franklin jones
ENCOURAGE WILD IDEAS
“if at first an idea doesn’t sound absurd, then there’s no hope for it” albert einstein
GO FOR QUANTITY
“the best way to get a good idea is to get a lot of ideas” linus pauling
ONE CONVERSATION AT A TIME
“it takes a great man to be a good listener“
calvin coolidge
STAY FOCUSED ON TOPIC
• Silent brainstorm for ideas 5 min
• Share ideas, build on each
others ideas
• Cluster and prioritize ideas
Prototyping –
Embodying your ideas If prototypes aren’t failing they aren’t pushing far enough.
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Prototyping
Prototyping is
• the first step to actually feel an idea
• The goal is to develop quick prototypes in order to create a first user
experience of how the idea might feel like, look like and work like….
• Develop low and high fidelity prototypes
Making Choices
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Types of low fidelity prototypes
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Role Play
You are the Actors
Show the Solution
through the User‘s eyes
• Use a role play to show the impact of your
idea e.g. in the “day in the life of“ your
persona
• Don‘t try to be too perfect. “Feeling the idea
is key, not perfect make up “
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Story Board
Visualize your
Solution in a
Story Board
• Use a story board to
represent the ideas in
different perspectives or
contextes.
• Don‘t try to be too perfect.
“Simplicity and a good story
is key, rather than a high
glossy comic strip“
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Low fidelity Mockups
Demonstrate
Functionality,
(Look)&Feel of
your Solution
• Compose low fidelity
mockups by using
traditional material.
• Don‘t try to be too perfect.
“Key functionality and
screen flow is key, rather
than finalized screenshots.“
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Quick handmade Constructions
Build something
you can touch
• Compose low fidelity mockups
by using traditional material.
• Don‘t try to be too perfect.
“Key form and functionality is
key, rather than polished metal “
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Pitching your solution
• Your final presentation briefly describes the context of your solution. What
were you asked to do? Who were you designing for? What insights did
you discover?
• Then focus on the essence of your solution and how it solves your users’
needs.
• You have five minutes to present!
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Prototyping
- 30 min
Break - 5 min
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Validation is
• About grounding the feasibility of ideas with the stakeholders
• Gather feedback on concepts and prototypes
• Check on feasibility, viability and desirability with the stakeholders
(users/customers)
• Capture feedback
• Incorporate feedback and iterate prototype
• Apply activities, tools and techniques from the previous phases to iterate
Validation
Presentation– 5 min / team
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Implementation
Implementation is about realizing a validated prototype, in some cases a
blueprint
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Wrap up
Thank you
Deepa Iyer ([email protected])
Design Thinking Coach Design Thinking with SAP - Services
Global SPM Service Innovation, SAP Services
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