hasso plattner / terry winograd workshop on design thinking d-school day one: the big picture...
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Hasso Plattner / Terry Winograd Workshop on Design Thinking
D-School Day One: The Big Picture February 2008
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Reflections on April’s “Software Design Experiences” Class
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Learning Objectives
Taking a holistic view, apply needfinding, analysis, synthesis, prototyping and presentation techniques to recommend a user-centric solution to the design challenge.
Practice analysis and process mapping based on primary and secondary research
Identify different user roles and how they might collaborate to address stakeholder needs
Synthesize insights and develop a POV Ideate solutions to address key user needs Take prototypes to the next level based on research findings
Present recommendations in a compelling, actionable way
Tie to current d.school class - “Design for Agile Aging”
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Deliverables for Friday
• Persona• POV• Experience design prototype• Compelling, actionable presentation
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Placeholder: Terry’s Big Picture Perspective
Terry’s perspective on:
• Design thinking - Stanford context
• What’s going on at the Stanford d.school, including “Experiences in Software design” and “Agile Aging”
• Corporate Projects
• Developing a common language for designers and developers
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Hasso’s perspective on:
• Design thinking - why the passion around this topic?
• The challenge of heterogeneous teams
• Developing a common language for designers and developers
Placeholder: Hasso’s Big Picture Perspective
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Design Challenge - Build on November Challenge
Situation: You are part of a small software start-up company based in Potsdam. Your team has been hired by the government to design a solution to the following challenge:
“How might we design a solution that enables the unemployed to successfully and sustainably re-integrate into the workforce?”
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November Bootcamp Highlights
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Exercise Description
• Key Takeaways: Taking a holistic view, learn basic principles of typing solutions to factual data, learn what a business process is, and how business processes inter-relate and function in a public service environment. Identify different user roles and how they collaborate to solve a shared problem.
Following research, analysis and synthesis, students will develop persona, POV, and develop a high-level process diagram for a scenario they saw.
desirable
feasible viable
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Business Process Example: Utility Billing Process
Overall Process
Deep D
ive
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360o View - Preparation
• Introduction to the 360o View• Who is the client?• The stakeholder map
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Stakeholder Map
Person 8x
AFFECTED
STAKEHOLDERS
CLIENT
x
PRO
SKEPTICAL
NEUTRAL=
Informal lines of communication
Person 6
Person 1
Person 3
Person 2
Person 10
Person 9
Person 11Person 12
Person 15 Person 13
Person 14Person 16
Person 17 Person 18
Person 18
Person 7
Person 5
Person 4
=
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360o View - Use Multiple Perspectives to Solution Space & Requirements
ProblemSpace
Envisioned Solution
User & Customer research
UnemployedUnderemployedEmployed (non-users)
GovernmentVolunteersOther
Ecosystem
Government Agency DomainsOrganizational StructuresPolitical DynamicsCompetitive Forces?Corporate Perspective
AEIOU
Informs
Trends
Other
Technology
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Mind Map of Opportunity Areas for “Software Design Processes” Class
e-GovernmentServices
Access toInformation
Bus Routes
OnlinePayment
Applications &Request
ZoningMaps
Taxes
Utilities
Citations
Licenses
MarriageFees
Asset Repairs
Permits
School
Jobs
Pest Control
VotingRegistration
Events
Citizen’sPortal
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Get Smart Fast
• With your project team, discuss your 360o view findings
• Develop a preliminary research plan, including who you will target, and what you want to learn and validate
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Stakeholder Deep Dive
• As a team, decide which stakeholders you will go after
• Divide up so you have at least one member traveling to the each key stakeholder discussion table
• At each stakeholder table, brainstorm a research approach for tomorrow
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
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Logistics
• Take handout (map) - where to arrive by 8:45 AM
• Protocol discussion• Bring digital camera• Supplies
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Daily Debrief
I like…I wish…How to…
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Hasso Plattner / Terry Winograd Workshop on Design Thinking
D-School Day Two: Needfinding February 2008
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Reflections / Overview of the Day
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Needfinding - Review: Observation
Collect observations to ground your research.
Watch stakeholder behavior in context• From the vantage point of their natural habitat, watch
what s/he does• Write down detailed observations
oWhen you have a chance to speak with someone who demonstrates this behavior, ask him/her to explain what s/he was doing, step by step
• Methods:o“hanging out” - spending time soaking in their
environmento“sinking in” -take a Walk in subject’s shoes by assuming
the role of the subject and performing a typical activityoTourist: Ask for a tour from an insideroPaparazzi: observe and photograph (with permission as
needed)
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Needfinding - Review: Interview Flow
Interview Flow
Most interviews follow this sequence:• Introduction• Kickoff• Build Rapport• Grand Tour• Reflection• Wrap-Up
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Needfinding - Review: The Anatomy of a Story
Memorable stories typically embody this structure:
Introduction
Climax
Denouement
Rising Action
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Needfinding - Review: The Anatomy of an Interview
The ethnographic interview generally shares this structure:
IntroductionKickoff
Build Rapport
Grand TourReflection
Wrap-upIntroduction
Climax
Denouement
Rising Action
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Example: Coffee Drinking
Introduction: “Hi, I’m a HPI D-School student studying coffee drinking. I’m interested in hearing about your experience with coffee. There are no right or wrong answers, I just want to hear what you have to say.”
Kick-off: “Do you drink coffee?”
Build rapport: “Did you have a coffee today? How was it? Do you have a favorite place to drink coffee?”
Grand Tour: “Can you describe your most memorable coffee experience? Why was it so unique? What happened?”
Reflection: “If you could change one thing about your coffee experience, what would it be?.”
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Needfinding Best Practices
• Protocol to follow with government officials• Ideas for collecting and organizing artifacts in the
field• Mini synthesis techniques
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Needfinding Part I and II
Government• Conduct observations• Interview officials• Understand resources
available from government perspective
Citizen• Conduct observations• Interview citizens• Understand resources
available from citizen perspective
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Six Things to Remember When Observing What People Do
From Software Design Experiences, Spring 2007
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Mini Synthesis
• Identify questions that worked particularly well
• Discuss any surprises that should be checked with next set of research participants
• Identify contradictions discovered between what is said vs. done (ideally from observing subject perform the activity)
• Identify unarticulated needs, workarounds, manual processes
• Discuss how the work/environmental context impacts activities
• Review any artifacts collected
• Discuss observed patterns of interactions with other people, agencies, etc.
• Students an coaches collaborate to revise research guide/strategy and identify findings to be validated in Needfinding Part II (as needed)
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Hasso Plattner / Terry Winograd Workshop on Design Thinking
D-School Day Three: Analysis & Synthesis February 2008
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Reflections / Overview of the Day
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Analysis: Determining Your Point of View
Storytelling and Analysis
• Goal: Identify the core problem(s), articulate insights
• How: Cluster observations and findings into themes
• Define persona, a Point of View and a scenario
• Re-Frame by re-clustering data (or create duplicate Post-Its and arrange on another section of the wall)
• Define a different persona, Point of View and scenario
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Developing a Point of View
What is a Point of View?
Great ones can be compressed to fit on a bumper sticker. Points of view are built out of two things, an understanding of a user group (hopefully a unique empathic understanding) and insight into a need that group has. User + Need + Insight = Point of View
From Design for Agile Aging, Winter 2008
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How do You Develop a Point of View?
• Saturation: Put up Post-Its and other artifacts to express what you heard and saw
• Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc.
• Grouping: Find common themes among your stories for groups of users
• Mad Libs: Fill-in-the-blanks method to create a short, pithy expression that captures the main elements of your POV. POV example: User + Need + Insight = Point of View
Safety-concerned parent with toddlers (user) wants a shopping experience with active kids (need) who can be independent but always in sight (insight).
From Design for Agile Aging, Winter 2008
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Tips - Developing a Point of View
Focusing tools help you narrow
your field of view. Flaring tools
expand your field of view
generating new concepts and
frameworks that deepen your
thinking
Tips for Developing a Point of View• Focus on the stories that keep you up at night • If you’re stuck, extract a POV from your favorite idea. Then
go further. Don’t worry about being sure it’s right. • Use empathetic language – see things from the user’s
perspective • Go for meaning
From Design for Agile Aging, Winter 2008
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Traps to Avoid when Developing a Point of View
Traps to Avoid When Developing a Point of View
• Don’t design for everyone• Don’t confuse solutions with needs• Don’t try to include all of your insights• Don’t be afraid to choose a POV before you are
“ready”
From Design for Agile Aging, Winter 2008
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Synthesis: Identifying Key Themes and Design Requirements
Synthesis
• Goal: Identify patterns in wants, needs and motivations; Identify design requirements ad opportunity areas
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Analysis
User Journey
• Goal: Understand the complete experience
• How: Start with the experience you are considering (e.g. updating skills of the underemployed)
• From the user’s point of view, mentally step back to the earliest stage of the process (e.g. visiting the agency, thinking about finding a job, being rejected by a potential employer, etc.)
• Step through each stage of the process, recording it in a flow diagram
• Analyze your diagram. What happens at each of these stages? Why? How do the stages interrelate? What opportunities areas do you see?
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Example: Movie-goer Experience
User Journey:
Vijay Kumar, Innovative Methods
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Present POV for Feedback
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Idea Generating Insights
Discussion may include:
• Where good ideas come from, how to amass a lot of them, how to really reserve judgment, cultural factors and challenges.
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Brainstorming
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Wild Idea Sharing
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Logistics
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Daily Debrief
I like…I wish…How to…
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Hasso Plattner / Terry Winograd Workshop on Design Thinking
D-School Day Four: Designing Compelling Prototypes
February 2008
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Reflections / Overview of the Day
• Overview of the day• Challenges of creating compelling prototypes• “Experience prototypes”• Discuss group dynamics that typically occur during
prototyping
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On Prototyping
• Different types of prototypes• How ideas evolve & how to communicate them• What makes a prototype compelling?
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Collaborating on a Vision
• Hasso talk on challenges in Designer / Developer communication
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Building Prototypes
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Logistics
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Daily Debrief
I like…I wish…How to…
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Hasso Plattner / Terry Winograd Workshop on Design Thinking
D-School Day Five: Delivering Compelling Presentations February 2008
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Reflections / Overview of the Day
• Overview of the day• Challenges of presenting• Telling compelling stories• Hasso talk about what makes a gripping, convincing
presentation
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Developing and Validating Prototypes
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Presentations
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Presenting Results
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Daily Debrief
I like…I wish…How to…
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Closing Remarks
Terry and Hasso close session