tokyo-tech-dtf-2019-introduction

Transcript

1. INTRO DESIGN THINKING FUNDAMENTALS 2019 - module 1

2. Part 1 - LECTURE Introduction to Design Thinking

3. WHAT IS DESIGN THINKING? 3 Source: https://designthinking.ideo.com/ “Design thinking is

   a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —TIM BROWN, CEO OF IDEO

4. START WITH USER NEEDS 4 Desirable [needs of people] Feasible

   [technology] Viable [business success] Source: IDEO’s Human Centered Design Toolkit Start here

5. ASK USERS FOR THEIR NEEDS !? 5 “If I had

   asked people what they wanted, they would have said faster horses.” —Henry Ford A lot of people cite the preceding quote and declare it hopeless to talk to customers. But hidden in this quote is [snip] asking for something faster than their existing alternative, which happened to be horses. Source: Ash Maurya “Running Lean” O’Reilly Media cf. Henry Ford, Innovation, and That “Faster Horse” Quote https://hbr.org/2011/08/henry-ford-never-said-the-fast

6. FIND THE REAL PROBLEMS 6 “Engineers and businesspeople are trained

   to solve problems. Designers are trained to discover the real problems. ” —DON NORMAN Source: Don Norman “The Design of Everyday Things”

7. Case Study 1: Airbnb 7 Source: TED: How Airbnb designs

   for trust
 https://www.ted.com/talks/joe_gebbia_how_airbnb_designs_for_trust

8. Case Study 1: Airbnb • The team interviewed customers and

   took a closer look at their listings. • They realized that their listings all had a common problem: the photos were unappealing or nonexistent. • Run a quick experiment where they flew themselves to the homes of various Airbnb hosts to take more professional-looking, high-resolution photos. • After posting the improved photos, the team saw that their weekly revenue immediately doubled. 8 Source: What Is Design Thinking? by Jennifer Mailhot; Julie Stanford; Mia Silverman; Ellen Siminoff Published by O'Reilly Media, Inc., 2017

9. Case Study 1: Airbnb 9 Source: ”Photography UX to Increase

   Sales" - Airbnb - Joe Zadeh [COMMERCISM 2014] https://www.youtube.com/watch?v=i8Hif7GOgWQ

10. Case Study 2: IDEO 10 Source: TED: Design is in

    the details https://www.ted.com/talks/paul_bennett_finds_design_in_the_details

11. Case Study 2: IDEO 11 Source: TED: Design is in

    the details https://www.ted.com/talks/paul_bennett_finds_design_in_the_details

12. Case Study 3: GE Adventure MRI 12 Source: Transforming healthcare

    for children and their families: Doug Dietz at TEDxSanJoseCA 2012
 https://www.youtube.com/watch?v=jajduxPD6H4

13. Case Study 3: GE Adventure MRI 13 Source: http://www3.gehealthcare.com/en/products/categories/accessories_and_supplies/adventure_series_for_mr

14. Case Study 3: GE Adventure MRI 14 “DO YOU REALLY

    NEED 
 DESIGN THINKING TO ACTUALLY DO THAT?
 ISN’T THAT A LITTLE BIT OBVIOUS?”

15. CREATIVE “PROCESS” MATTERS 15 “the creative process itself is unique

    and also is a universal process that applies to all kinds of creative activity [snip] If you are being creative, if you are looking at and solving problems in a creative fashion, you are using a similar process in all cases. ” —JOHN E. ARNOLD Source: Arnold, J. E. (1956). Problem solving—A creative approach (National Defense University, Publication No. L57-20). Washington, DC: Industrial College of the Armed Forces. https://en.wikipedia.org/wiki/John_E._Arnold

16. VARIOUS CREATIVE PROCESSES 16 https://www.ideou.com/pages/design-thinking https://u-site.jp/lecture/iso-9241-210-criticism-3 MITx: 11.155x Stanford d.school

    UK Design Council - Double Diamond Google GV - Design Sprint

17. COMMON POINTS • Problem Space & Solution Space • Find

    a problem worth solving • Then find a innovative solution • Diverge Phase & Converge Phase • Welcome opportunities & Make decisions • Iterative and Incremental (Not Linear) Cycle • In short: Design by “Trial and Error” • Best applied in situations in which the problem, or opportunity, is not well defined (a.k.a. “Wicked Problem”). 17 ∞

18. Modern Product Development 18 Source: https://www.mindtheproduct.com/2017/09/understanding-design-thinking-lean-agile-work-together/ https://medium.com/waicrew/-76b59988447f

19. A BRIEF HISTORY OF DESIGN THINKING 19 Source: https://ithinkidesign.wordpress.com/2012/01/18/a-brief-history-of-design-thinking-the-theory-p1/ https://medium.com/titech-eng-and-design/-e8ef02195fbe

20. A BRIEF HISTORY OF DESIGN THINKING 20

21. DESIGN PROCESS (EDP ver.) 21 https://titech-edp.github.io/toolkit

22. DESIGN PROCESS (EDP ver.) 22 https://titech-edp.github.io/toolkit START GOAL

23. [Start] Research (Collect → Share → Model) 23 Observation Interview

    References:

24. DESIGN PROCESS (EDP ver.) 24 https://titech-edp.github.io/toolkit Problem Space Solution Space

25. [Problem Space] Research → Needs → POV・HMWQ 25 Interview Observation

    Research Needs POV・HMWQ

26. [Solution Space] Ideas → Product + Story 26 Generate Ideas

    Product Story (User Experience)

27. DESIGN PROCESS (EDP ver.) 27 https://titech-edp.github.io/toolkit Problem Space Solution Space

    Groan Zone

28. CROSSING THE “GROAN ZONE” 28 Problem Space Solution Space GROAN

    ZONE

29. CROSSING THE “GROAN ZONE” 29 Problem Space Solution Space GROAN

    ZONE

30. DESIGN PROCESS (EDP ver.) 30 https://titech-edp.github.io/toolkit Secondary Research (Survey)

31. DESIGN PROCESS (EDP ver.) 31 https://titech-edp.github.io/toolkit Show & Tell

32. CREATIVE MINDSET • Mastering the process is not a goal,

    following and practicing process shall impact your mindset in favor of creativity is more important. • Four “HART” principles by Christoph Meinel and Larry Leifer • 1. Human rule. — All design is social in nature. • 2. Ambiguity rule. — Preserve ambiguity. • 3. Redesign rule. — All design is redesign. • 4. Tangibility rule. — Make ideas tangible to facilitate communication. 32
33. None

34. Part 2 - ACTIVITY

35. DESIGN THINKING IN TODAY’S WORLD • 1. What are innovative

    products/services that you use on a daily? • 2. What do you think about the design process how it's made? • 3. If you were asked to design that, what do you think is the most important factor to apply? 35 5 min individually + 10 min as team

36. break 11:35

37. Part 3 - DEBRIEF

38. DEBRIEF • What are some questions you have around the

    Design Thinking process and mindset? 38

39. Part 4 - DESIGN CHALLENGE

40. DESIGN PROMPT Design a new user experience through prototyping a

    new home electrical appliance. 40

41. TEAM BUILDING • Make a 4-6 people team and introduce

    yourself. • Decide your team name. • Create a team's channel on Slack. (#team-XXX) • Create a team member list with team's name. • Post a photo of the list to the today’s realtime channel. • Go for lunch as a team. (Lunch Break: 12:15 - 13:20) 41

42. Lunch Break 12:15 - 13:20