Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-School Day One: The Big Picture
February 2008
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Reflections on April!s "Software Design Experiences# Class
Play film
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Learning Objectives
Taking a holistic view, apply needfinding, analysis,synthesis, prototyping and presentation techniques torecommend a user-centric solution to the design challenge.
! Practice analysis and process mapping based on primary andsecondary research
! Identify different user roles and how they might collaborateto 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#
Please review
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Deliverables for Friday
• Persona• POV• Experience design prototype• Compelling, actionable presentation
Needs discussion
Show solution - “software” simulation or on paper
Have Terry discuss issue son Agile Aging - perspective
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Placeholder: Terry!s Big Picture Perspective
Terry!s perspective on:
• Design thinking -Stanford context
• What!s going on at theStanford d.school,including "Experiencesin Software design#and "Agile Aging#
• Corporate Projects
• Developing a commonlanguage for designersand developers
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Hasso!s perspective on:
• Design thinking - whythe passion around thistopic?
• The challenge ofheterogeneous teams
• Developing a commonlanguage for designersand developers
Placeholder: Hasso!s Big Picture Perspective
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Design Challenge - Build on November Challenge
Situation:You are part of a small software start-upcompany based in Potsdam. Your team has beenhired by the government to design a solutionto the following challenge:
"How might we design a solution that enablesthe unemployed to successfully andsustainably re-integrate into theworkforce?#
Introduce the client by sharing short movie clips of responses to interview
questions focused on this issue.
Set expectations around what must be delivered by the end of this week
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November Bootcamp Highlights
Recap November bootcamp results. This challenge is a continuation of the
November bootcamp challenge.
Show boot-camp video, highlighting process, prototype iterations, prototype
presentation and the audience feedback
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Exercise Description
• Key Takeaways: Taking a holistic view, learn basicprinciples of typing solutions to factual data, learnwhat a business process is, and how businessprocesses inter-relate and function in a publicservice environment.! Identify different user roles and how they collaborateto solve a shared problem.
!Following research, analysis and synthesis, students willdevelop persona, POV, and develop a high-level processdiagram for a scenario they saw.
desirable
feasible viable
-Introduce the client by sharing short movie clips of responses to 3-4 interview
questions focused on this issue. This will enable students to understand the
design challenge in their own words.
-Set expectations around what must be delivered by the end of this week
-Create document that explains deliverables- - distribute to students on
Monday.
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Business Process Example: Utility Billing Process
Overall Process
Deep D
ive
Terry to present this topic?
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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 8x
AFFECTED
STAKEHOLDERS
CLIENT
x
PRO
SKEPTICAL
NEUTRAL=
Informal lines of communication
Person 6
Person 1
Person 3
Person 2
Person 10
Person 9
Person 11Person 12
Person 15 Person 13
Person 14Person 16
Person 17Person 18
Person 18
Person 7
Person 5
Person 4
=
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360o View - Use Multiple Perspectives to Solution Space & Requirements
ProblemSpace
Envisioned Solution
User & Customer research
UnemployedUnderemployedEmployed (non-users)
GovernmentVolunteersOther
Ecosystem
Government Agency DomainsOrganizational StructuresPolitical DynamicsCompetitive Forces?Corporate Perspective
AEIOU
Informs
Trends
Other
Technology
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Mind Map of Opportunity Areas for "Software Design Processes# Class
e-Government
Services
Access to
Information
Bus Routes
Online
Payment
Applications &
Request
ZoningMaps
Taxes
Utilities
Citations
Licenses
Marriage
Fees
Asset Repairs
Permits
School
Jobs
Pest Control
Voting
Registration
Events
Citizen’s
Portal
Example of what we want students to come up with during the Get Smart Fast
activity
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Get Smart Fast
• With your project team, discuss your 360oview findings
• Develop a preliminary research plan, includingwho you will target, and what you want tolearn and validate
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Stakeholder Deep Dive
• As a team, decidewhich stakeholders youwill go after
• Divide up so you have atleast one membertraveling to the eachkey stakeholderdiscussion table
• At each stakeholdertable, brainstorm aresearch approach fortomorrow
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Logistics
• 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$
Post on wiki - Uli to give us access
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Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-School Day Two: Needfinding
February 2008
http://best.me.berkeley.edu/~lora/images/process_photos/ix_logbook3.jpg
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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, watchwhat s/he does• Write down detailed observations
o When you have a chance to speak with someone whodemonstrates this behavior, ask him/her to explain what s/hewas doing, step by step
• Methods:o "hanging out# - spending time soaking in their environmento "sinking in# -take a Walk in subject!s shoes by assuming therole of the subject and performing a typical activity
o Tourist: Ask for a tour from an insidero 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:
Introduction
ClimaxDenouement
Rising Action
Diagram courtesy of Michael Barry.
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Needfinding - Review: The Anatomy of an Interview
The ethnographic interview generally shares this structure:
IntroductionKickoff
Build Rapport
Grand Tour Reflection
Wrap-upIntroduction
ClimaxDenouement
Rising Action
INTRODUCTION:
Establish partnership with interviewee by introducing yourself, describing your
purpose “we’d like the process of a single case from application to hire”
Let them know their knowledge is important. You are there to learn from them.
Transition: “So, a good place to start is to have you introduce yourself and tell
us about your role here.”
KICKOFF:
Interview introduces themselves, explains his/her role. Talking will also put
the interviewee at ease.
BUILD RAPPORT:
Make a connection by asking descriptive questions and building confidence
and trust. Guide them to talk about what is of interest to you, and provide
encouragement when they are on the right track “this is exactly the kind of
detail I need.
Can you say more about that?”
GRAND TOUR:
AEIOU - what sort of activities do they perform? What is the
environment/context? What are the interactions with systems? What objects
or tools do they use? Why? Who else do they work with? What are their
roles?
Contrast “sunny” day when all works well vs. “rainy” day when it doesn’t go so
well.
Tour their work setting
Encourage him/her to “show you” vs. tell you. Be curious.
REFLECTION
Review key points to be sure you aren’t missing something and that you have
heard correctly.
Encourage personal insights from the interviewee by having him/her explain
why s/he does things a certain way. Lessons learned when things didn’t go
well, what 1-2 things would s/he change?
WRAP-UP:
At the end of the interview, thank him/her, and tell them how helpful this
conversation was. Ask if s/he has final thoughts to share, or any questions for
you. Be sure to keep taking notes through the end of the interaction.
Often the end of the interview triggers some afterthoughts and insights -- be
sure to capture these!
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Example: Coffee Drinking
Introduction: "Hi, I!m a HPI D-School student studying coffeedrinking. I!m interested in hearing about your experience withcoffee. There are no right or wrong answers, I just want tohear what you have to say.#
Kick-off: "Do you drink coffee?#
Build rapport: "Did you have a coffee today? How was it? Doyou have a favorite place to drink coffee?#
Grand Tour: "Can you describe your most memorable coffeeexperience? Why was it so unique? What happened?#
Reflection: "If you could change one thing about your coffeeexperience, what would it be?.#
Adapted from Michael Barry’s example.
Revisit 5 Why’s
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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
Handout: Needfinding tips and tricks
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Needfinding Part I and II
Government• Conduct observations• Interview officials• Understand resources
available from governmentperspective
Citizen• Conduct observations• Interview citizens• Understand resources
available from citizenperspective
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Six Things to Remember When Observing What People Do
From Software Design Experiences, Spring 2007
Insert a copy of this in the student research booklet
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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 inNeedfinding Part II (as needed)
Discuss this before students leave to conduct Needfinding Part I, as they will
likely conduct mini-synthesis in the field
Include handout on this in the packet of information they receive for this day
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Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-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
Terry: POV
Mad Libs exercise
Hasso: Group Dynamics and energy
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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 usergroup (hopefully a unique empathic understanding) and insight into aneed that group has.
User + Need + Insight = Point of View
From Design for Agile Aging, Winter 2008
One of the most challenging creative leaps to make
in design work is to move from the concrete world
of observations to a concisely stated point of view.
It requires you and your team to extract relevant
insights from the observations and stories you’ve
collected. It also requires you to generate new
concepts and frameworks that allow you to plot a
course towards new ideas. Sometimes it’s difficult,
but it’s worth it.
Your POV will:
・ Provide focus.
・ Allow you to determine relevancy of competing ideas.
・ Inspire your team.
・ Empower colleagues to make decisions independently in
parallel.
・ Fuel brainstorms.
・ Capture the hearts and minds of people you meet.
・ Save you from the impossible task of developing concepts that
are all things to all people.
・ Be something you revisit and reformulate as you learn by doing.
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How do You Develop a Point of View?
• Saturation: Put up Post-Its and other artifacts to expresswhat you heard and saw
• Mapping: Create diagrams that capture multiple observations.Ground stories in visualizations such as day-in-the life, theuser journey, a 2 x 2 matrix, etc.
• Grouping: Find common themes among your stories for groupsof users
• Mad Libs: Fill-in-the-blanks method to create a short, pithyexpression that captures the main elements of your POV.
POV example: User + Need + Insight = Point of ViewSafety-concerned parent with toddlers (user) wants ashopping experience with active kids (need) who can beindependent but always in sight (insight).
From Design for Agile Aging, Winter 2008
Composite Characters: Who is that new user you
are defining? Create imaginary character profiles
that combine your observations and understanding
so far. Get creative, and be specific. Give them
names. How old? Hometown? Where do they go
on vacation? What’s the last book they read? What
kind of car do they drive? Combine stories from
your observations. Draw out the characters to the
greatest depth that your observations and
understanding allow – this depth of understanding
is what will make your process stronger going
forward. Now your team has imaginary friends.
Include them in your design process.
Insights from Observations: Draw conclusions (or
postulate some) from multiple observations. (10
observations distilled into one).
Directives from Insights: Synthesize insights into
directives. Take your insights to the next level and
put them in the form of an action. This is getting
very close to a Point of View.
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Tips - Developing a Point of View
Focusing tools helpyou narrow your
field of view.Flaring tools expandyour field of view
generating newconcepts and
frameworks thatdeepen your thinking
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
From Design for Agile Aging, Winter 2008 HPI D-School | February 2008 | 36
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#
From Design for Agile Aging, Winter 2008
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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 theagency, thinking about finding a job, being rejected by apotential employer, etc.)
• Step through each stage of the process, recording it ina flow diagram
• Analyze your diagram. What happens at each of thesestages? Why? How do the stages interrelate? Whatopportunities areas do you see?
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Example: Movie-goer Experience
User Journey:
Vijay Kumar, Innovative Methods HPI D-School | February 2008 | 40
Present POV for Feedback
Team Activity: Teams present persona, POV, and scenario (3 min + 2 min
feedback per team)
Need panel for initial reactions –like American Idol?
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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 andchallenges.
Terry and Hasso
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Brainstorming
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Wild Idea Sharing
Applause meter
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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 ThinkingD-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?
Hasso & Terry
Terry - do you have slides on different types of prototypes and when to use
them? If not, I have the one we used last time.
What type of prototype?
-How will the prototype be used (e.g., paper bike must roll and withstand polo-
playing for 1 hour, etc.)?
-What is being prototyped (gadget, experience, etc.)?
-What mediums make sense given time and available materials?
“Never go to a meeting without a prototype”
Fail early and often at the early stages, smaller changes later in prototype
lifecycle
Discuss successful vs. unsuccessful prototypes
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Collaborating on a Vision
• Hasso talk on challenges in Designer / Developer communication
www.monkeynoodle.org/comp/the_tree.pdf
Hasso talk on how to enable better collaboration between design and
development once product development starts, including the language they
use
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Building Prototypes
“Prototype early and often”
As “rough” as possible - user input into final product vs. too polished and
“done”
Discuss continuum of prototypes - basick sketches to functional prototypes
that support sample data and reveal technical constraints
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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 ThinkingD-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$