A design process

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4. A design process

5. Focus of today EMPATHY gives confidence that you are working on a meaningful problem; forces you to take a perspective other than your own IDEATION gives you copious and diverse design solution possibilities to select, develop and test PROTOTYPING & TEST gives confidence that your solution is desirable, feasible and viable; accelerates learning when you adopt a low-resolution prototyping mindset

6. Mini Project for today Improve the car maintenance experience

7. Mini Project for today Improve the car maintenance experience . . . for a unique user EMPATHY gives confidence that you are working on a meaningful problem; forces you to take a perspective other than your own IDEATION gives you copious and diverse design solution possibilities to select, develop and test PROTOTYPING & FEEDBACK gives confidence that your solution is desirable, feasible and viable; accelerates learning when you adopt a low-resolution prototyping mindset

8. Getting started: One type of user Note: What is meaningful to John? John: The mechanic

10. What’s important to John To be trusted “You think you had a good reputation, but it wears on you when people question you.” To tackle a challenging problem “Watching it drive out of the driveway with no problem at all” “I listen to Car Talk on my day off to listen to peoples’ gripes and see if I can get the answer.” To build relationships with customers “I love the clientele… familiar faces that come back time and time again comprise 80% of my enjoyment of my job.” To service knowledgeable clientele “They understand stuff, so it’s not a big battle”

11. Now: Play the role of an “imposter” ethnographer. Do some accelerated empathy work. Note: what is meaningful and important to Erica Erica: The truck owner

13. What’s important to Erica To feel empowered “It makes me feel good” (to drive up in the big truck) To appear knowledgeable “I don’t want to look dumb, or sound dumb” To trust her mechanic “I have to trust, I have no other choice” To be independent “I can deal with the situation . . . I can figure out what I need to do and just do it” To learn “I wish they would let me go in the bay . . . So I could learn more”

14. Mini Project for today Improve the car maintenance experience . . . Respond to a specific user need EMPATHY gives confidence that you are working on a meaningful problem; forces you to take a perspective other than your own IDEATION gives you copious and diverse design solution possibilities to select, develop and test PROTOTYPING & FEEDBACK gives confidence that your solution is desirable, feasible and viable; accelerates learning when you adopt a low-resolution prototyping mindset

15. Brainstorm to create design solution possibilities Respond to the needs to you found in through empathy Erica: The truck owner

16. how to brainstorm: RULES

17. What’s important to Erica To feel empowered “It makes me feel good” (to drive up in the big truck) To appear knowledgeable “I don’t want to look dumb, or sound dumb” To trust her mechanic “I have to trust, I have no other choice” To be independent “I can deal with the situation . . . I can figure out what I need to do and just do it” To learn “I wish they would let me go in the bay . . . So I could learn more”

18. In the context of car maintenance, How might we enable Erica . . . To feel empowered To appear knowledgeable To trust her mechanic To be independent To learn

19. Mini Project for today Improve the car maintenance experience . . . Develop and test solutions EMPATHY gives confidence that you are working on a meaningful problem; forces you to take a perspective other than your own IDEATION gives you copious and diverse design solution possibilities to select, develop and test PROTOTYPING & FEEDBACK gives confidence that your solution is desirable, feasible and viable; accelerates learning when you adopt a low-resolution prototyping mindset

20. Why Prototype and Test? BUILD TO THINK LEARN AND ADVANCE YOUR IDEA QUICKLY CHANGE THE CONVERSATION GET YOUR USER’S REACTION

21. Selection :: Post-Brainstorm THERE IS NO ‘BEST’ IDEA DON’T EDIT BASED ON FEASIBILITY YET MAINTAIN YOUR INNOVATION POTENTIAL

22. Selection :: Post-Brainstorm MAINTAIN YOUR INNOVATION POTENTIAL Carry multiple ideas forward Consider these selection criteria: Most likely to please Most breakthrough if… Most likely to succeed

23. Prototyping Activity ON YOUR OWN Select two of your design solutions: Take 8 minutes to develop and sketch these solutions

24. Get Feedback IN TEAMS Test your ideas with your user (Erica or another group). Partner: play the role of Erica as you are giving feedback. 4 minutes for each share/test, then switch.

25. Share your results :: Headline! Share the ideas you built. What was Erica’s feedback? What would you do next?

26. Takeaways • Empathy • Get outside your team • Empowered to be an ethnographer • Interview tips/insights • Dig for MEANING • Brainstorm • Create innovation potential with quantity and diversity • Brainstorm rules • Selection criteria—maintain innovation potential • Low res prototyping • Build to think • Testing with user • Try it out • Get outside your team