Design Challenge for Design evenings: Edition 2

transcript

Karthi Subbaraman

karthi@oghmadesign.com

Design ThinkingHyderabad Design Evenings : Edition II

Monday, 30 September, 13

Understanding Design ThinkingWhat design thinking really is?

Innovation & Design Thinking

SYSTEMIC THINKING: Power generation & transmission

“that innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.”

Design Thinking Environment

Lone genius inventor

Lone genius inventor Team based approach

99% perspiration. Innovation is hard work

IS / IS NOT

validate preconceived hypotheses

IS / IS NOT

validate preconceived hypotheses

Learn something new from every iterative stab.

DESIGN THINKER

A profession that blends art, craft, science, business savvy, and an astute understanding of customers and markets.

NOW: GOOD TIMES

Leaders now look to innovation as a principal source of differentiation and competitive advantage.

HOW TO MAKE USE OF A DESIGNER

Make an already developed idea more attractive to consumers (tactical, limited value created).

Create ideas that better meet consumers’ needs and desires (strategic, and leads to dramatic new forms of value).

60 MIN DESIGN CHALLENGENo previous design experience required

What to expect in this learning session?

Basic principles of Design Thinking

Bias to Action: Doing is more fun than listening

What to expect in this learning session?

Basic principles of Design Thinking

Bias to Action: Doing is more fun than listening

We are going to do a design project for about the next hour.This is going to feel rushed; that’s okay. Roll up your sleeves and really lean into the project.

EMPATHIZE

DEFINE

EMPATHIZE

DEFINE

IDEATE

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

Choosing a challenge

Redesign the CHAAKRI portal for Devthon

Target Audience: Job Seeker / Job Giver

STEP 1: Interview your partner

Design something useful and meaningful to your partner

HOW: The best way to do that is to gain empathy for that person.

BUT HOW: Ask open ended questions“When was the last time you browsed a job portal”“Are you looking for a job right now”

STEP 2: Dig Deeper

Dig for stories, emotions and feelings.

HOW: Find what is important for your partner. Validate all your assumptions

BUT HOW: Ask “Why” a lotIf your partner feels it is challenging to find a suitable job, understand why they are saying it. May be it is hard to search or jobs are not posted.

STEP 3: Capture Findings

Categorize “needs” and “insights”

HOW: Use your learnings and group them into needs and insights

BUT HOW: Needs are verbs. What is your partner trying to accomplish? What does job search mean to your partner?

Insights are your inference that you discovered. It was not spoken but you understood.

STEP 4: Take a stance

Put down your point of view

HOW: State the problem/ challenge you are trying to solve. It should a problem worth solving.

BUT HOW: May be your partner is trying to find a niche job and create value to the business.

STEP 5: Sketch & Ideate

Create solutions for your point of view

HOW: Go for large quantities. Ugly stick figures, slant lines are ok :)

BUT HOW: Sketch your thoughts on what will solve your partner’s problem.

STEP 6: Share sketches and get feedback

Listen to your partner’s feedback

HOW: This is not the time to defend. Listen and learn from your partner’s comments.

BUT HOW: Remember empathy. Understand your partner’s feelings and emotions.

STEP 7: Reflect & generate new solution

Take a step back and reflect on what your learnt so far.

HOW: The solution may be a variation of the idea or something radically new.

BUT HOW: Ask yourself. How might this solution fit in the context of my partner’s life.

STEP 8: Build

Create a prototype of your solution.

HOW: Create a solution that your partner can engage and react to.

BUT HOW: Focus on a single aspect of overall solution.Understand What is working and what is not.Why it is working and why it is not working?

STEP 9: Share your solution and get feedback

Idea is to learn and make it work for your partner.

HOW: Don’t defend. Just observe how your partner misuses & uses it

BUT HOW: Ask your partner questions so that he can articulate his thoughtsemploy think aloud protocol

STEP 10: Group gather and debrief

How did engaging with a real person, testing with real person influence your prototype direction?

How does it feel to show unfinished work to other person?

How did the pace feel? Do you do this normally at work?

Design thinking is iterative, self directed process. Will you employ this again?

What principles did you learn? Would you infuse this tomorrow in your work?

Time to see all the work

Arrange all prototypes

Questions for DesignersPartner scoreComfort - DiscomfortLearning - DefendingTime pressureLow Res- High Res

Questions for PartnersWhat would do differentlyHow did it feel as a useretc

Thanks :)

Design Challenge for Design evenings: Edition 2

Career