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STL Design Week: Process + Assumptions = Design...

STL Design Week: Process + Assumptions = Design Awesomesauce

You might have a design process, but do you check-your-assumptions-at-the-door? You may be missing critical aspects and designing a product that won’t resonate. This talk will touch on how assumptions in the front-end of your design process can lead you to designing better solutions, and how tools like the design sprint can help you get there.

C. Todd Lombardo

October 04, 2016
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  1. Assumptions + Design = Process Awesomesauce C. Todd Lombardo Chief

    Design Strategist Fresh Tilled Soil @iamctodd
  2. What they did ◦ Made an observation, about something often

    overlooked ◦ Framed the problem ◦ Checked assumptions, reframed the problem
  3. What they did ◦ Made an observation, about something often

    overlooked ◦ Framed the problem ◦ Checked assumptions, reframed the problem ◦ Considered a target audience
  4. What they did ◦ Made an observation, about something often

    overlooked ◦ Framed the problem ◦ Checked assumptions, reframed the problem ◦ Considered a target audience ◦ Made prototypes, learned things
  5. What they did ◦ Made an observation, about something often

    overlooked ◦ Framed the problem ◦ Checked assumptions, reframed the problem ◦ Considered a target audience ◦ Made prototypes, learned things ◦ Wash, dry, repeat… pun intended
  6. Problem-Solution-Why Water on the floor —> Mop WHY? Leaky pipe

    —> Fix pipe WHY? Too much pressure —> Lower pressure WHY? Pressure Regulator —> Replace Regulator WHY? Maintenance Schedule —> More frequent inspection
  7. IDEO XPLANE CHESKIN SkylerRayTaylor COOPER FROG FITCH MELVILLE IDEO ED

    Discovery Interpretation Ideation Experimentation Evolution STANFORD Empathize Define Ideate Prototype Test Prepare Form Harden Fire & Glaze
  8. CUSTOMER INSIGHTS IDEA DEVELOPMENT & PROTOTYPING PRODUCT DEVELOPMENT & DESIGN

    COMMERCIAL- IZATION MARKET LAUNCH Testing with Customers
  9. Define Understand Build Test Ideate Understand Diverge Prototype Validate Decide

    2013 Unpack Sketch Prototype Test Decide 2015 Understand Diverge Build Test Converge Empathize Define Prototype Test Ideate Map Sketch Build Test Decide 2016 Design Sprint Processes
  10. Source: Brad Frost TASKS ACTIVITIES DECISIONS ARTIFACTS PROJECTS INTERVIEW CUSTOMERS

    USER RESEARCH DEFINE USER TYPES PERSONAS REVISED DASHBOARD
  11. 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005

    2015 2020 2025 2030 Source: XPLANE
  12. 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005

    2015 2020 2025 2030 Source: XPLANE Peak of II Industrial Revolution
  13. Slavery Average manufacturing had less than 4 employees Average lifespan

    of S&P500 is 67 years Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 US Steel has $1B market capitalization Source: XPLANE Peak of II Industrial Revolution
  14. Slavery Average manufacturing had less than 4 employees US Steel

    has $1B market capitalization Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb Peak of II Industrial Revolution 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Source: XPLANE Average lifespan of S&P500 is 67 years
  15. Slavery Average manufacturing had less than 4 employees US Steel

    has $1B market capitalization Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb Peak of II Industrial Revolution 2ND Innovation Consultants 3RD Venture Design Human-Centered Co-Creation Ethnography Customer Journey 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Rise of Design for Innovation Source: XPLANE Average lifespan of S&P500 is 67 years 1ST Digital change agents
  16. Slavery Average manufacturing had less than 4 employees US Steel

    has $1B market capitalization Pay by performance Capital budgeting Task design Divisionalization Brand management Women couldn’t vote Management 1.0 90% of people were in agriculture Ford makes 500K cars/yr Social segregation Colonialism No environmental care Communism No Google No Airbnb Peak of II Industrial Revolution 2ND Innovation Consultants 3RD Venture Design Human-Centered Co-Creation Ethnography Customer Journey 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005 2015 2020 2025 2030 Rise of Design for Innovation Source: XPLANE Average lifespan of S&P500 is 67 years Average lifespan of S&P500 is 15 years 1ST Digital change agents
  17. 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005

    2015 2020 2025 2030 Traditional Organizations from the 20th Century
  18. 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005

    2015 2020 2025 2030 Traditional Organizations from the 20th Century Organizations with a more conscious approach
  19. 1850 1890 1900 1915 1940 1960 1970 1985 1995 2005

    2015 2020 2025 2030 Traditional Organizations from the 20th Century Organizations with a more conscious approach Modern Organizations from the 21st Century
  20. Don't turn it into an education program. Turn it into

    a problem-solving machine. Cynthia Tripp HEAD OF GLOBAL DESIGN, P&G
  21. H4 H3 H2 H1 Product Development Innovation Services Startup Accelerator

    DESIGN SPRINTS, WORKSHOPS, EVENTS FIVE EXTERNAL STARTUPS
  22. } } } DESIGN SPRINT INTERVALS AGILE DEVELOPMENT Define Understand

    Build Test Ideate WEEK 1 Refine Build Test WEEK 2 Refine Build Test WEEK 3 Refine Build Test WEEK 4 Refine Build Test WEEK n
  23. Twenty percent of our new products are now required to

    be driven by innovation. CHIEF STRATEGY OFFICER, FORTUNE 500 COMPANY
  24. Twenty percent of our new products are now required to

    be driven by innovation. CHIEF STRATEGY OFFICER, FORTUNE 500 COMPANY Do you set aside 20% of your company’s time & resources??
  25. Twenty percent of our new products are now required to

    be driven by innovation. CHIEF STRATEGY OFFICER, FORTUNE 500 COMPANY Do you set aside 20% of your company’s time & resources?? ME
  26. Top-down sponsorship and bottom-up effort is essential to make meaningful

    culture transformation progress. Dane Howard DIRECTOR OF USER EXPERIENCE, EBAY