design thinking 2017: new to design thinking

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  1. 1. DESIGN THINKING CONFERENCE | 1UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY BRIGHTSPOT STRATEGY New to Design Thinking Fostering Small Wins to Gain Momentum Design Thinking Conference April 25, 2017
  2. 2. DESIGN THINKING CONFERENCE | 2UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY Amanda Kross Director brightspot Amanda Wirth Senior Strategist brightspot Anders Tse Strategist brightspot Emily Puckett Rodgers Space Design & Assessment Librarian University of Michigan welcome!
  3. 3. DESIGN THINKING CONFERENCE | 3UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY To introduce an approach to design thinking that fosters quick wins while building momentum for ongoing success. our goal
  4. 4. DESIGN THINKING CONFERENCE | 4UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY To introduce an approach to design thinking that fosters quick wins while building momentum for ongoing success. our goal 1.Design thinking process 2.Practice exercise + toolkit 3.Case study agenda
  5. 5. DESIGN THINKING CONFERENCE | 5UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY we design engaging experiences that use learning to connect people to a purpose, a brand, information, and each other.
  6. 6. DESIGN THINKING CONFERENCE | 6UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY we partner with leading corporations, universities, and cultural institutions.
  7. 7. DESIGN THINKING CONFERENCE | 7UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY we help our clients better engage their people. 0%100% % engaged% NOT engaged 1 Gallup State of the American Workforce 2 Gallup Business Journal on Customer Engagement 3 National Survey of Student Engagement 4 Morey Group Benchmark Survey employees1 customers2 students3 museum visitors4 56% 40% 38% 32% 60% 62% 68% 44% Companies in the top quartile of engagement have: 22% more profitability 21% more productivity 10% more satisfied customers
  8. 8. DESIGN THINKING CONFERENCE | 8UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY we guide practical transformation of your spaces, services, and organization. communicationsservicesorganizationsspaces serorganizationsspaces research + insights visioning + retreats strategy + planning servicesorganizationscommunications spaces organization services Our recent results include: 253% increase in net promoter score 89% employee engagement 91% team effectiveness 69% faster response times 30% reduced space costs
  9. 9. DESIGN THINKING CONFERENCE | 9UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY NEW TO DESIGN THINKING?
  10. 10. DESIGN THINKING CONFERENCE | 10UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY divergent + convergent thinking BRIGHTSPOTS APPROACH DIVERGE CONVERGE
  11. 11. DESIGN THINKING CONFERENCE | 11UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY design thinking phases BRIGHTSPOTS APPROACH UNDERSTANDING EXPLORING TESTING
  12. 12. DESIGN THINKING CONFERENCE | 12UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY design thinking phases BRIGHTSPOTS APPROACH UNDERSTANDING EXPLORING TESTING
  13. 13. DESIGN THINKING CONFERENCE | 13UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY design thinking phases BRIGHTSPOTS APPROACH UNDERSTANDING EXPLORING TESTING [Empathize, Define] Process of gathering data about the organization, its users, and the context it exists within. Summarizing research and articulating implications. [Define, Ideate] Process of defining a preferred direction and generating possible solutions that support the needs of the user and organization. [Prototype, Test] Process of identifying priority solutions, ideas, or direction to implement, prototype, and test. Iterate, Iterate, Iterate
  14. 14. DESIGN THINKING CONFERENCE | 14UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY design thinking phases BRIGHTSPOTS APPROACH UNDERSTAND EXPLORE TEST TOOLS TO DIG DEEPER TOOLS TO IDENTIFY BRIGHT- SPOTS DIVERGE DIVERGE DIVERGE CONVERGE CONVERGE CONVERGE
  15. 15. DESIGN THINKING CONFERENCE | 15UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY design thinking phases BRIGHTSPOTS APPROACH UNDERSTAND INTERCEPT INTERVIEWS PERSONAS EXPERIENCE MAPPING PRIORITIZING IDEAS SERVICE DELIVERY CANVAS PROTOTYPING + PILOTING EXPLORE TEST
  16. 16. DESIGN THINKING CONFERENCE | 16UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY unique perspective BRIGHTSPOTS APPROACH Connect the organizational goals and user needs Define your objective (what are you trying to solve for, what is your north star) Plan holistically across channels (space, digital), services, and organizational impact Provide both short-term and long-term application Offer hands-on practicing for your colleagues Embed touchpoints with users and stakeholders throughout the process: gain trust amidst change, communicate ideas
  17. 17. DESIGN THINKING CONFERENCE | 17UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY phase one: understanding Process of gathering data about the organization, its users, and the context it exists within. Summarizing research and articulating implications.
  18. 18. DESIGN THINKING CONFERENCE | 18UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY methods (how) PHASE 1: UNDERSTANDING LISTENING Interviews Surveys Journaling Intercepts / Tabling LOOKING Observations Tours Shadowing ENGAGING Experience Workshops Thematic Workshops Visioning Workshops READING RFIs Trend Research Peer Benchmarking
  19. 19. DESIGN THINKING CONFERENCE | 19UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY LISTENING LOOKING ENGAGING READING tell user stories mental models emotions and moti- vations experience it ourselves patterns of use thick de- scription alignment and buy-in group dynamics externalize ideas and reflect values (why) PHASE 1: UNDERSTANDING provide context to client understand priorities explore how to differentiate
  20. 20. DESIGN THINKING CONFERENCE | 20UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY a model for understanding PHASE 1: UNDERSTANDING interviews personas use cases QUICK WINS understand individual needs, expectations, and experience identify patterns across individuals that represent customer segments define the needs of each customer segment through narrative experience descriptions The Non-Communicator The Novice The Protectionist The Super User Fortune 50 Financial Services CompanyUniversity of Michigan New York Public Library
  21. 21. DESIGN THINKING CONFERENCE | 21UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY phase two: exploring Process of defining a preferred direction and generating possible solutions that support the needs of the user and organization.
  22. 22. DESIGN THINKING CONFERENCE | 22UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY methods (how) PHASE 2: EXPLORING MAPPING . Experience Mapping Affinity Mapping Position Mapping Network Mapping EXPLORING FUTURES Vision Goals Guiding Principles Operational Models EXPLORING SPACES Space Needs Workstyles Space Analysis EXPLORING SERVICES Partnership Models Service Location Planner Service Portfolios
  23. 23. DESIGN THINKING CONFERENCE | 23UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY urgency WORKSHOPFINDINGS:PROGRAMPRIORITIZATION a model for exploring PHASE 2: EXPLORING context experience mapping prioritizing QUICK WINS define the context for the experience map (activity, space, person, etc.) map ideal experiences for each persona (using the 5-es) explore and prioritize concepts within the experience map Fortune 500 CompanyUC Davis Albright-Knox Art Gallery brightspot | UC Davis Library 7 UNDERGRADUATES six themes define the undergraduate academic experience MAKING THE TRANSITION LACKING IN AWARENESS INTIMIDATING EXPERIENCE SEEKING CONVENIENCE REQUIRING USE OF RESOURCES LOOKING FOR ALL-INCLUSIVE
  24. 24. DESIGN THINKING CONFERENCE | 24UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY phase three: testing Process of identifying priority solutions, ideas, or direction to implement, prototype, and test.
  25. 25. DESIGN THINKING CONFERENCE | 25UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY phase three: testing Process of identifying priority solutions, ideas, or direction to implement, prototype, and test. The conventional design process maximizes risk, cost, and time while minimizing iterations and responsiveness...
  26. 26. DESIGN THINKING CONFERENCE | 26UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY go lean PHASE 3: TESTING Instead of beginning with an idea you think people want, spending years to develop it, launching it, and failing you conduct quick tests with increasing detail to get feedback, learn, and deliver something you know customers will use and value. Why adopt a lean approach? Minimize risk Build support and loyalty Change the pitch
  27. 27. DESIGN THINKING CONFERENCE | 27UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY methods (how) PHASE 3: TESTING POP-UP Test need, without physical changes. MOCK-UP Test form, look, and feel; capture data on functionality. PROTOTYPE Low fidelity test of function to inform strategy. TRIAL Show-term, medium-fidelity test. PILOT High-fidelity test to confirm design and build momentum. INCREASE IN FIDELITY INCREASE IN COST
  28. 28. DESIGN THINKING CONFERENCE | 28UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY prototyping PHASE 3: TESTING Testing strategies for spaces, technology, policies, and norms to improve ideas, mitigate risk, build momentum, and make the case. research insight: The workplace was inhibiting side-by-side work that is critical for the success of developers, designers, and project managers.
  29. 29. DESIGN THINKING CONFERENCE | 29UNIVERSITY OF MICHIGAN | BRIGHTSPOT STRATEGY piloting PHASE 3: TESTING Testing a new workplace strategyto be implemented across the Universitywith a champion group. How can you pilot a mobile workplace within an industry resistant to change? before after New Ways of Working Workplace Storage Managing Flexible Teams Workplace Technology Workplace NormsProtoco

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