improving human experiences through design thinking (scrubbed—public version)
TRANSCRIPT
@RussStarke
Improving Human Experiences Through Design Thinking
h e l l o !
a b o u t m e
Decide the way forward
Decide the way forward
M A R T Y N E U M E I E R
Design
“A designer is anyone who devises ways to change an existing
situation into a preferred one.”
H E R B E R T S I M O N
d e s i g n t h i n k i n g
Rationality in constructing
and testing various solutions
Creativity in the generation
of insights and solutions
Empathy for the context of
a challenge
e m p a t h y
Stakeholder Workshops Audience Research
Persona Creation Experience Audits
e m p a t h y
Stakeholder Workshops
“People rid the room of argument until they have no one left—except
people who agree with them.It is understandable…but this is a shame, because friction makes us sharper…it clarifies our thinking.”
e m p a t h y
B O N O
Ask the “stupid” questions.
e m p a t h y
“Have the hard conversations.”
D R . B R E N E B R O W N
e m p a t h y
e m p a t h y
Audience Research
Nothing makes you a better strategist/designer
than being armed with research.
e m p a t h y
There’s no “I” in design.
e m p a t h y
Balance “would you?” with “do you?”
e m p a t h y
e m p a t h y
Persona Creation
p e r s o n a s
e m p a t h y
Experience Audits
Use the product or service. FOR REAL.
e m p a t h y
Then observe others doing the same.
d e s i g n t h i n k i n g
Rationality in constructing
and testing various solutions
Creativity in the generation
of insights and solutions
Empathy for the context of
a challenge
Competitive & Comparative Analysis Visioning & Roadmap Creation
c r e a t i v i t y
Competitive & Comparative Analysis
c r e a t i v i t y
c o m p e t i t i v e a n a l y s i s
c o m p a r a t i v e a n a l y s i s
Visioning & Roadmap Creation
c r e a t i v i t y
“Who wants a dream that’s near-fetched?”
H O W A R D S H U L T Z , S T A R B U C K S C E O
c r e a t i v i t y
v i s i o n i n g
v i s i o n i n g
c r e a t i v i t y
Objective data (research) Emotional/subjective
Current state (SWOT) Industry best practices/challenges
r o a d m a p s
d e s i g n t h i n k i n g
Rationality in constructing
and testing various solutions
Creativity in the generation
of insights and solutions
Empathy for the context of
a challenge
Process Workflow Visualization Rapid Proof-Of-Concept Creation
MVP Definition
r a t i o n a l i t y
Process Workflow Visualization
r a t i o n a l i t y
j o u r n e y m a p s
Rapid Proof-Of-Concept Creation (and Iteration)
r a t i o n a l i t y
Don’t fall in love with your first idea.
r a t i o n a l i t y
Pave the cowpaths.
r a t i o n a l i t y
“Pave the cow paths.”
MVP Definition
r a t i o n a l i t y
m v p d e f i n i t i o n
8 Rules of Thumb You can apply TOMORROW
d e s i g n t h i n k i n g
Connect the dots for people.
d e s i g n t h i n k i n g
Beware the “tyranny of choice.”
d e s i g n t h i n k i n g
B A R R Y S C H W A R T Z
In the rush for automation and self-service, consider how
much of a burden you put on your “users.”
d e s i g n t h i n k i n g
d e s i g n t h i n k i n g
“Dissatisfaction x Vision x First Steps must be greater than resistance.”
K A T H I E D A N N E M I L L E R
d e s i g n t h i n k i n g
Consider edge-cases.Set the rules, and stick to them.
d e s i g n t h i n k i n g
Avoid jargon and industry-speak whenever possible.
In practice, simpler is smarter.
d e s i g n t h i n k i n g
Make sure you’re tracking the right metrics.
d e s i g n t h i n k i n g
All else being equal,a little “fun” goes a long way.
thank you!
Great experience design is not an accident.
@RussStarke