Transcript d.school SAPphire Experience

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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Placeholder: Hasso’s Big Picture Perspective
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
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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
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viable
Business Process Example: Utility Billing Process
Overall Process
Deep Dive
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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 7
xPerson 8
Informal lines of communication
PRO
Person 9
=
x
Person 18
NEUTRAL
SKEPTICAL
Person 2
AFFECTED
Person 3
Person
10
STAKEHOLDERS
CLIENT
Person 1
Person 11
Person 4
Person 6
Person 18
Person 17
= Person 5
Person 15
Person 16
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Person 13
Person 14
Person 12
360o View - Use Multiple Perspectives to Solution Space &
Requirements
Unemployed
Underemployed
Employed (non-users)
Government
Volunteers
Other
AEIOU
User &
Customer
research
Ecosystem
Government Agency Domains
Organizational Structures
Political Dynamics
Other
Competitive Forces?
Corporate Perspective
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Technology
Problem
Space
Informs
Trends
Envisioned
Solution
Mind Map of Opportunity Areas for “Software Design Processes”
Class
Bus Routes
Events
Taxes
Zoning
Maps
Access to
Information
Utilities
Asset Repairs
e-Government
Services
Citations
Online
Payment
Citizen’s
Portal
Licenses
Marriage
Fees
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Applications &
Request
Voting
Registration
Pest Control
Permits
School
Jobs
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
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QuickTime™ and a
TIFF (LZW) decompressor
are needed to see this picture.
Logistics
•
•
•
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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
o When 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 environment
o “sinking in” -take a Walk in subject’s shoes by assuming the
role of the subject and performing a typical activity
o Tourist: Ask for a tour from an insider
o Paparazzi: 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:
Climax
Denouement
Rising Action
Introduction
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Needfinding - Review: The Anatomy of an Interview
The ethnographic interview generally shares this structure:
Climax
Denouement
Grand Tour
Reflection
Rising Action
Introduction
Kickoff
Introduction
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Build Rapport
Wrap-up
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
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From Software Design Experiences, Spring 2007
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
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From Design for Agile Aging, Winter 2008
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 dayin-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).
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From Design for Agile Aging, Winter 2008
Tips - Developing a Point of View
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
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
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From Design for Agile Aging, Winter 2008
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”
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From Design for Agile Aging, Winter 2008
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:
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Vijay Kumar, Innovative Methods
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
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