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A design process

A design process. Focus of this exercise. 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

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A design process

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  1. A design process

  2. Focus of this exercise 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

  3. Mini Project for today Improve the car maintenance experience

  4. Mini Project for today Improve the car maintenance experience . . . for Erica, for John 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

  5. For today: Select your user Design with him or her in mind Erica: The truck owner John: The mechanic

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

  7. 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”

  8. 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”

  9. Mini Project for today Improve the car maintenance experience . . . Respond to a specific 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

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

  11. 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”

  12. 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

  13. 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”

  14. In the context of car maintenance, How might we enable John . . . To be trusted To tackle a challenging problem To build relationships with customers To service knowledgeable clientele

  15. In the context of car maintenance, HMW enable Erica . . . HMW enable John . . . To feel empowered To appear knowledgeable To trust her mechanic To learn To be independent To tackle a challenging problem To be trusted To build relationships with customers To service knowledgeable clientele Select One Need for Your User Brainstorm in Team: 12 minutes

  16. 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

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

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

  19. Selection :: Post-Brainstorm MAINTAIN YOUR INNOVATION POTENTIAL Carry multiple ideas forward Consider these selection criteria: The Rational Choice The Darling The Most Meaningful The Long Shot

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

  21. Get Feedback PAIR UP WITH ANOTHER TEAM (Find someone working with the other POV) Test your ideas with your partner. Partner: play the role of Erica or John as you are giving feedback. 4 minutes for each share/test, then switch.

  22. Share your results :: Headline! Share an idea you sketched. What was the feedback? Where would you take it?

  23. 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

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