Design Thinking: Ideas to Implementation

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WORKSHOP WEB UNLEASHED 2019 DESIGN THINKING: IDEAS TO IMPLEMENTATION

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP INTRODUCTIONS
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• 40k sqft innovation hub • Solution delivery • Co-creation • Training wavespace Explore innovative ideas, unlock ingenuity and make change happen — faster.

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP THE
FUNDAMENTALS OF DESIGN THINKING !4

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Most people make the mistake of thinking design is what it looks like. People think it’s this veneer—that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works. – Steve Jobs “ “

Based on User-Centered  Design Principles The process we go through to create a product, service, or platform based on the perspective of how it will be understood and used by the human user. This under-centered approach helps to create a system aimed at supporting the users needs, goals, and behaviors while improving business drivers like increased loyalty, increased sales, increased conversions, etc.

Accessible Valuable Credible Usable Findable Desirable Useful

Define Ideate Prototype Test Empathize

What Exactly Is Design Thinking? A set of methodologies and approaches based on user-centered design principles to create a system for solving problems. We leverage design thinking to enhance the experiences people have when they interact with a product, service, or platform. The outcomes of using these new systems should create an experience that is accessible, credible, usable, findable, desirable, useful, and at its core, valuable.

The Drivers of Design Thinking Emphasize Business Strategy (increase satisfaction, increase loyalty, increase conversion, etc) Foster Constructive Divergence Evaluate Value by Usefulness 1 2 3

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CHARTER !13

@BERMONPAINTER #FEDC19 1 2 3 4 5 6 7 8 9 https://designabetterbusiness.com/2017/08/24/team-charter-canvas/

What Problem Will You Solve Today? Rapid Ideation Approach Problem #1 Problem #2 Problem #3 Problem #4 Problem #5 Problem #6 Problem #7 Problem #8 Generate Problems – 1 Idea per Square Problem #1 Problem #2 Problem #3 Problem #4 Problem #5 Problem #6 Problem #7 Problem #8 Choose Your Top 2 1 2 Transfer to a Sticky Note Problem #1 Problem #7 Discuss With Your Group Then Vote To Choose 1 Problem To Solve Problem #1 Problem #7 Problem #1 Problem #7 Problem #1 Problem #7 Problem #1 Problem #7 Problem #1 Problem #7 Problem #1 Problem #7

What Problem Will You Solve Today? OPPORTUNITY STATEMENT Define the challenge your team will be focusing on. Having a clearly defined problem statement will keep the team on track throughout the session. Keep your challenge simple but make it broad enough to that you can reframe as an opportunity. We’ll leverage this opportunity later as we ideate and prototype a solution. 40% of our guests are missing their connecting flights. PROBLEM STATEMENT Ensure that all of our guests catch their connecting flights.

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MINUTE BREAK !18

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP EMPATHIZE 
BRING CLARITY AND FOCUS ON USER CHALLENGES/NEEDS !19

Overview Empathize is primarily a research phase. It helps us focus on actual user problems/challenges. It gives us a change to learn from business stakeholders, the technical environment, and users, then clearly define the problems we are going to attempt to solve. Research helps us gain understanding and insight into the challenges people have when interacting with various systems. We can leverage the insight gained to help us empathize with their challenges and attempt to enhance and improve their experience.

Methods User Interviews Talking with users to gain deeper insights on pain points, vision, constraints and strategy. Competitive Analysis Primary and secondary research to provide a holistic understanding of how users engage with competitors. Heuristic Analysis Assess an experience across multiple challenges to better understand interaction patterns, features, overall experience. Stakeholder Interviews Talking with stakeholders to gain deeper insights on pain points, vision, constraints and strategy. Content Audit Collect and assess the quality of the content a user is likely to interact with. Ethnographic Research Observe users’ behaviors as they happen in real life over long periods of time. Contextual Inquiry Observe users’ behaviors as they happen in the context of leveraging the system you’re testing. Surveying Gather data from quantitative surveys that reach a broad audience and provide equally bright insights.

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP DEFINE 
SYNTHESIZE QUAL/QUANT RESEARCH !22

Overview The define portion allows us a moment to fully synthesize all of our learnings gained from our research findings (primary/secondary, qual/quant) to develop a deeper understanding of our users, the problems they face, and where we should focus our efforts as we look to solve their most important challenges. From our research we’re able to gain substantial insight and then define a unique point of view. We can leverage the point of view to determine what needs and expectations aren’t yet being met. These new insights allow us to look for innovative solutions as we ideate.

Methods 5 Whys Identify the root cause behind users problems/challenges through asking successive “whys”. Personas Create a composite characteristic profile that focuses our attention on relevant and important user groups. Journey Map Break down important steps of the users journey that includes what they’re thinking, feeling, and doing for each step of their journey. Empathy Map Identify users’ needs and insights by grouping information and notes from user interviews. Value Prop Canvas Framework to help ensure that a product or service is positioned around what the user values and needs Business Model Canvas Framework that helps document new or existing business models while defining the value proposition.

5 Why’s (Root Cause Analysis) Problem Statement Why? Answer Why? Answer Why? Answer Why? Answer Why? Root Cause

Persona Pain Points Needs Persona Illustration Behaviors Motivations

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MINUTE LUNCH BREAK !27

Empathy Map Thinking Feeling Doing Saying Persona Reference

Journey Map Step  (Key Moments) Needs Satisfaction Opportunities

Agenda Morning 1. Fundamentals 2. Team Charter 3. Determine the Problem 4. Empathize 5. Define Afternoon 1. Ideate 2. Prototype 3. Test 4. Demos 5. Cross-discipline application

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SECONDARY !31

Overview Once we have a strong foundation based on empathy and we’ve defined out understanding of the problem space, we use the data collected so far to inform our imaginations as we ideate around potential solutions.

Methods Crazy 8’s Quick generate ideas in an extremely short amount of time and select the best ideas democratically. Mindmapping Start with an idea as a central node and make as many connections that come to mind. Brainstorming Generate related. Ideas from a central idea, typically starting with a problem statement, point of view, and desired outcomes. Card Sorting Clarify and define meaningful categorization of content with the help of the users. Priority Matrix Identify various features that make up a solution and prioritize them based on value and complexity. Mealtime Identify various features that make up a solution and prioritize them based on veggies, meats, and desserts.

Crazy 8’s Generate Solutions Group Like Ideas Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Name Each Group Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Group Group Group Group Vote Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Group Group Group Group

Wall of Ideas 1. Generate “What if…” questions • You stopped selling your #1 product or service? • you offered it for free? • you turned your product into a service? • you only sold it online or offline? 2. Generate answers to each question • you offered a subscription model? • you used a bait and hook model? • you offered a freemium model?

Prioritization – Meal Time Veggies – Must Haves Meats – Should Haves Desserts – Nice-To-Haves Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP PROTOTYPE 
SECONDARY !37

Overview One we have a series of solutions we’ve ideated around and have narrowed our focus through a series of prioritization exercise, we begin to develop basic prototypes that can then be used to validate our initial assumptions for each solution.

Methods Wireframing Create more structured screens through some sort of wire framing tool. Interactive Take sketches or wireframes and put them into an online tool that allows users to click or tap through your experience. Storytelling Prototype challenging concepts that don’t or can’t leverage an interface by using a storyboard or other storytelling techniques. Sketching Create very loose illustrations of the prototype. Typically done quickly on a whiteboard or on paper.

Prototype Canvas User Promise  What is your promise to the user by using the your solution? Step 1 Step 2 Step 3 Step 4 Key Features  What are the key features and functionalities of the your solution? The Experience The Experience The Experience The Experience

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP TEST 
VALIDATE YOUR ASSUMPTIONS !41

Overview We’ve made a number of assumptions based on which prototypes we believe will accurately solve our users’ problems. We can now take our prototypes, solicit feedback from users and then use their feedback to evaluate, refine, and iterate on our prototypes.

Methods A/B Testing Using two versions of a similar design to understand which one performs better under similar scenarios. Focus Group Testing a product or service with small groups typically accompanied by a questionnaire. Usability Testing Moderating testing around unique scenarios or tasks.

Risky Assumption Finder VERY RISKY LITTLE RISK SOMEWHAT RISKY NO RISK ASSUMPTION LEVEL IMPACT LOW HIGH UNVALIDATED VALIDATED

Experiment Canvas RISKIEST ASSUMPTION RESULTS FALSIFIABLE HYPOTHESIS  We believe _______________________________  will drive ________________________________  within ______________________________ CONCLUSION  Validated Invalidated  Inconclusive EXPERIMENT SETUP NEXT STEPS

Validation Canvas START PIVOT 1 PIVOT 2 PIVOT 3 RISKIEST ASSUMPTION CUSTOMER SEGMENT CUSTOMER NEED PROTOTYPE USED METHOD SUCCESS CRITERIA RESULT: PIVOT OR PERSERVERE

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@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP CROSS-DISCIPLINE
APPROACH TO   DESIGN THINKING !48

IDEAS

ASSUMPTIONS

RISK

IDEAS IDEA IDEA IDEA IDEA IDEA IDEA DISCOVERY BACKLOG

IDEA IDEA IDEA IDEA IDEA IDEA IDEA DISCOVERY BACKLOG

IDEA EA EA EMPATHIZE DEFINE PROTOTYPE IDEATE TEST 1 2 3 4 5 7 6 Frame assumptions Make sense of user problems/challenges Brainstorm solutions Determine focus areas Build Measure Learn Discovery Cycle Validation Cycle

EMPATHIZE DEFINE PROTOTYPE IDEATE TEST 1 2 3 4 5 7 6 Frame assumptions Make sense of user problems/challenges Brainstorm solutions Determine focus areas Build Measure Learn Discovery Cycle Validation Cycle VALIDATED IDEAS

EMPAT PROTOTYPE IDEATE TEST 1 4 5 7 6 Frame sumptions etermine cus areas Build Measure Learn iscovery Cycle Validation Cycle VALIDATED IDEAS DELIVERY BACKLOG

VALIDATED IDEAS DELIVERY BACKLOG SCOPED ITERATION

DELIVERY BACKLOG SCOPED ITERATION WORKING SOFTWARE

Dual Track Discovery/Delivery DISCOVERY DELIVERY SPRINT SPRINT IDEAS IDEAS IDEAS EMPATHIZE DEFINE PROTOTYPE IDEATE TEST 1 2 3 4 5 7 6 Frame assumptions Make sense of user problems/challenges Brainstorm solutions Determine focus areas Build Measure Learn Discovery Cycle Validation Cycle EMPATHIZE DEFINE PROTOTYPE IDEATE TEST 1 2 3 4 5 7 6 Frame assumptions Make sense of user problems/challenges Brainstorm solutions Determine focus areas Build Measure Learn Discovery Cycle Validation Cycle EMPATHIZE DEFINE PROTOTYPE IDEATE TEST 1 2 3 4 5 7 6 Frame assumptions Make sense of user problems/challenges Brainstorm solutions Determine focus areas Build Measure Learn Discovery Cycle Validation Cycle https://www.jpattonassociates.com/dual-track-development/

@BERMONPAINTER \ #WEBU19 DESIGN THINKING: IDEAS TO IMPLEMENTATION WORKSHOP WRAP-UP
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Summary Design thinking is simply a methodology wrapped around user- centered design principles To effectively implement design thinking requires a mix of different thinking and insight across multiple functions in your organization (business, marketing, IT, design, etc.) Empathy may be a distinct part of the design thinking process but you never stop empathizing with users A dual track approach allows the needed flexibility to go through the design thinking process while allowing implementation to leverage what ever methodology they prefer (agile, SCRUM, SAFE, etc.) 1 2 3 4

Resources

Don’t make something unless it is both necessary and useful; but if it is both necessary and useful, don’t hesitate to make it beautiful. – Shaker Design Philosophy “ “

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Design Thinking: Ideas to Implementation

Design Thinking: Ideas to Implementation

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