Design thinking & creative thinking styes.pptx PDF

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Summary

Creativity FLEXIBLE THINKING A B Divergent thinking Convergent thinking Open/explorative Synthesis, Analytical/ thinking selective thinking IDEA GENERATION DECISION MAKING Design Thinking THE DOUBLE DIAMOND USER/AUDIENCE CLARITY NEED OF QUESTION Divergent Convergent Divergent Convergent Thinking thi...

Description

Creativity FLEXIBLE THINKING

B

A

Divergent thinking

Convergent thinking

Open/explorative thinking IDEA GENERATION

Synthesis, Analytical/ selective thinking DECISION MAKING

Design Thinking THE DOUBLE DIAMOND USER/AUDIENCE NEED

Divergent Thinking

CLARITY OF QUESTION

Convergent thinking

Divergent thinking

Convergent thinking

CLARITY OF QUESTION

= DEFINING A PAIN POINT

3

B

Convergent thinking Synthesis, Analytical/ selective thinking DECISION MAKING

Design Thinking THE DOUBLE DIAMOND

USER/AUDIENCE NEED

Divergent Thinking DISCOVER

CLARITY OF QUESTION

Convergent thinking DEFINE

USER/AUDIENCE NEED

Divergent thinking DEVELOP

Convergent thinking DELIVER

Design Thinking 4 PHASES/5 STEPS

Empathise

Ideate

Define

Prototype

Test

EMPATHY INTERVIEWS

PROBLEM DEFINITION

IDEATION, BRAINSTORMING & PROTOTYPING

USER TESTING 6

Design Thinking DESIGN THINKING TOOLS EMPATHY INTERVIEW • CONDUCTING AN EMPATHY INTERVIEW PROBLEM DEFINITION • FINDING A PAIN-POINT OR A NEED • DEFINE A POV STATEMENT • DEFINE YOUR QUESTION IDEATION/BRAINSTORMING PROTOTYPING • RAPID STORYBOARDING USER TESTING • CONDUCTING USER/AUDIENCE TESTING INTERVIEW

HASSO PLATNER Institute of Design (formerly called the d.school ) Stanford University US/Worldwide IDEO Design Company US/Worldwide

CREATIVE THINKING STRATEGIES 05 Design Thinking

Empathise

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Design Thinking EMPATHY INTERVIEW

Empathise

Why interview To understand a person’s (called a user or audience) thoughts, emotions and motivations so that you can understand their choices & behaviours. By understanding their choices and behaviours you can identify their NEEDS and so design to meet these needs.

Design Thinking EMPATHY INTERVIEW

Design Thinking CONDUCTING AN EMPATHY INTERVIEW

Empathise

Start with – Can you tell me about your recent experience of [insert topic here] Ask why - even when you think you know the answer. Their answers will sometimes surprise you e.g. USER: “I went to Countdown on the weekend and it was really busy…” INTERVIEWER: “..can you tell me why you went to Countdown & why on the weekend” ** Encourage stories – try to get them telling stories of specific instances or occurrences rather than talking generally ….e.g. USER: “recycling is really messy” INTERVIEWER: “..can you remember a specific instance/material that’s was really messy”

Design Thinking CONDUCTING AN EMPATHY INTERVIEW

Empathise

Listen for feelings – or ask how they felt during a specific part of their experience Be neutral - e.g. ASKING “what do you think about the scene on Courtney Place?” is better than “Don’t you think Courtney Place is great?”. The second version implies that there is ONE RIGHT ANSWER No binary questions – yes and no answers get you no-where Don’t suggest answers - if they pause or are silent for a bit they are thinking, give them space Be prepared to capture interview in pairs or record what is said (with permission)…engaging a person & taking notes is impossible

GROUP&CLASS&EXERCISE&#&1 !!!!!!!!Interview!and!be!interviewed 1. Split your group into 2 so you have one person in each mini-group who experienced some kind of challenge of the situation/topic to your group EXPERIENCED. This is the person who will be interviewed.! !

2. In this mini-group you will also be conducting an empathy interview of one person from a group who experienced your research topic (the situation that you OBSERVED) 3. In your mini group identify a scribe and a lead interviewer 4. Match up with people from the group assigned to you below 5. Decide which group starts, then carry out Empathy Interview (5 mins) SEE INSTRUCTIONS 6. Swap over, one of the interviewing team will now be interviewed (5 mins) 7. Have someone take a pic of you interviewing

AIM:&To!find!a!key&pain&point&and!try!to!understand/empathise!with! your!interviewees!experience!of!this& !

CREATIVE THINKING STRATEGIES 05 Design Thinking

Define Prototype

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Design Thinking PROBLEM DEFINITION

Define

Design Thinking FINDING A PAIN-POINT OR A NEED

Define

WHY to find a pain-point/need Focusing on one need helps to define a specific problem.

How to find a pain-point Find a pain-point in your interviews. This may be the interviewees pain or something they saw happening to other people. You can bring your own observations to this too. e.g. Weekend supermarket shopping – Someone couldn’t find a specific item

Pain points are defined by negative feelings – did your Interviewee describe anything in this way? e.g. FRUSTRATION & CONFUSION

Design Thinking FINDING A PAIN-POINT OR A NEED

Define

Extreme Users Thinking of an extreme user may help with this definition. This is someone who has an extreme version of the problem your interviewee has… RE: Someone who would potentially feel most confused & frustrated at not finding an item in supermarket e.g. An immigrant who has just arrived in the country who can’t find anything they need.

Design Thinking EXTREME USER EXAMPLE

OXO Goodgrips designing for extreme

GROUP&CLASS&EXERCISE&#&2 !!!!!!!!Identifying!a!pain!point

!

•

Find as many pain points as you can from the 2 interviews your team undertook

•

Write them in bold on separate A4 sheets and place on A1 paper on wall with lots of space around them

•

Write any feelings the interviewee described (or you observed) on on post-its and put around the A4 sheet

•

Identify possible extreme users for as many pain-points as possible write these clearly on post-its and put under the pain point

•

Vote on the 2 you would like to work with most

Design Thinking DEFINE A POV STATEMENT

Define

WHY use a POV A point-of-view (POV) is your reframing of the challenge into an actionable problem statement that will launch you into idea generation

HOW to create a POV A POV has 3 elements: User, Need & Insight e.g. A stressed shopper new to the country, needs help finding items because it may help them feel like they belong So all POV’s will go something like this… A __________[adjective user description] needs _____________[user need usually a verb] because of _______________[this insight]

Design Thinking DEFINE YOUR QUESTION

Define

HOW to use a POV (Point-Of-View) This POV e.g. A stressed shopper new to the country, needs help finding items because it may help them feel like they belong Helps to establish a specific and unique question to problem solve….

How could supermarkets help people to feel like they belonged? Solutions can use digital media or not….e.g.

Design Thinking THE DOUBLE DIAMOND

USER/AUDIENCE NEED

Divergent Thinking DISCOVER

CLARITY OF QUESTION

Convergent thinking DEFINE

USER/AUDIENCE NEED

Divergent thinking DEVELOP

Convergent thinking DELIVER

CREATIVE THINKING STRATEGIES 05 Design Thinking

Ideate

25

Design Thinking IDEATION/BRAINSTORMING

.

How could supermarkets help people to feel like they belonged?

Ideate

Design Thinking IDEATION/BRAINSTORMING

.

How could supermarkets help people to feel like they belonged?

Ideate

Digital Sol. App/avatar Guides u to shopping Via digital list

CREATIVE THINKING STRATEGIES 05 Design Thinking

Prototype

Test

28

Design Thinking PROTOTYPING

Prototype

Why prototype for empathy Running multiple ideas past a user or audience means you don’t waste time creating something nobody wants.

Design Thinking PROTOTYPING

Ways to prototype ….. • • • • •

Physical 3D products - 3D printing Fashion – Twill/mock up in cheap cotton Animation – Previz Websites – Wireframe Experiences – Role play or Storyboards

Prototype

Design Thinking PROTOTYPING VIA RAPID STORYBOARDING

Prototype

How to prototype with a storyboard ….. • Not about pretty pictures it’s about conveying an idea • Details of technology (if used) not needed • Can use key words, expressions, close ups • Show a setting, a need/opportunity and a person going through main stages of an experience to illustrate satisfaction of that need 1. 2. 3.

People Environment Task being accomplished

Design Thinking PROTOTYPING VIA RAPID STORYBOARDING # 2

# 3 need/opportu nity = Digital guide via ‘glasses’

Setting = Neworld

# 1 Feeling = Frustration

# 4 satisfaction = Personal Service from NW avatar

Show a setting(s), a need/opportunity and a person going through main stages of an experience to illustrate satisfaction of that need

https://www.coursera.org/learn/human-computerinteraction/lecture/78yeB/storyboards-paper-prototypes-and-mockups

https://www.coursera.org/learn/human-computerinteraction/lecture/78yeB/storyboards-paper-prototypes-and-mockups

CREATIVE THINKING STRATEGIES Design Thinking

Test

36

Design Thinking

Test

USER TESTING

B

Convergent thinking Synthesis, Analytical/ selective thinking DECISION MAKING

De-Brief • What worked and what didn’t for you individually and your group? • How to organise photos to record this session? • One more tool for Directed Study

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CREATIVE THINKING STRATEGIES NABC

(Benefits)

SRI – Stanford Research Institute

NEED

APPROACH

BENEFIT

(Benefits)

Empathise

Ideate Define

Prototype Test

COMPETITION

CREATIVITY

= >>>>>

INNOVATION

The development of the idea

Implementation in the world

Not separate to the world but with it

Making it happen

COLLABORATION SOFTWARE FOR VIDEO MAKERS & CLIENTS

CREATIVE THINKING STRATEGIES NABC as a quick summary of creative process

NEED

APPROACH

Is there a need?

Is your idea unique?

Have you spoken to people?

Did you generate lots to start with?

VALIDATION

BENEFIT

(Benefits) Does the benefit solve the audience/ User need?

CHALLENGE COMPETITION

Are you open enough to see challenges

CREATIVE THINKING STRATEGIES NABC for pitching

NEED

APPROACH

BENEFIT

CHALLENGE

(Benefits) Tell us the need Relate to user? What Did they say?

Tell us our unique idea

Tell us how it meets the audience/user need

Identify the challenges you see

DIRECTED STUDY 4 • CHOOSE YOUR BEST IDEA USING HATS (did this for today) • PREPARE & GIVE A PITCH SUPPORTED BY VISUALS (5 to 6 mins per group) • REFLECT ON TOOLS THAT WORKED FOR YOU (2 to 3 mins

per group) Organisational Thinking Planning & reflection

REFLECTION & METACOGNITION

“

in developing expertise of any kind, it is often helpful to become more deliberate and conscious of the process and more aware of the decisions being made by others and ourselves. It is through exposing these decisions to scrutiny that the assumptions behind them can be identified and a conscious decision to act from a new perspective can be taken Boud (2001) Education Researcher

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“

Being in darkness and confusion is interesting to me. But behind it you can rise out of that and see things the way they really are. That there is some sort of truth to the whole thing, if you could just get to that point where you could see it, and live it, and feel it. In the meantime there’s suffering and darkness and confusion and absurdities, and it’s people kind of going in circles. It’s fantastic. It’s like a strange carnival: it’s a lot of fun, but it’s a lot of pain. David Lynch Film maker, artist, author, musician

A

B

B

A

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