What I’m doing
1. What is “getting a napkin”?
2. How it relates to design thinking
3. For non-designers
4. What is “sparkle-izing” anyway?
5. 4th order design as a solution
6. 7 3 tactics for ideating
@DesignMap #TheSumSparkle-ize It!
The outline of a solution
that kills the chance
for others to make
meaningful contributions.
Sparkle-ize It! @DesignMap #TheSum
Design
Marketing
Product Management
Teaching
Development
Facials
Parenting
Sparkle-ize It! @DesignMap #TheSum
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
1st - 2nd order:
product
(immediate challenge)
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
1st - 2nd order:
product
4th order:
system / relationship
Consider 4th Order Design
Sparkle-ize It! @DesignMap #TheSum
© Photo by Johnny Holland, sketchnote by Jake Causby
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
1st - 2nd order:
product
4th order:
system / relationship
Empathize
• it’s not optional
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
(Dunning–Kruger effect)
Sparkle-ize It! @DesignMap #TheSum
Sparkle-ize It! @DesignMap #TheSum
The fool doth think he is wise,
but the wise man knows himself
to be a fool.
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
• this is all your job is
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
• this is all your job is
• it’s hard!
Sparkle-ize It! @DesignMap #TheSum
Empathize
Define
Ideate
Prototype
Test
Empathize
Empathize
• it’s not optional
• out of time
• this is best
• this is all your job is
• it’s hard!
Sparkle-ize It! @DesignMap #TheSum
Reasons of Opportunity
• it’s not optional
• out of time
• this is best
• this is all your job entails
• it’s hard!
Sparkle-ize It! @DesignMap #TheSum
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
1st - 2nd order:
product
4th order:
system / relationship
Consider 4th Order Design
Sparkle-ize It!
Empathize
Define
Ideate
Prototype
Test
@DesignMap #TheSum
Empathize
1st - 2nd order:
product
4th order:
system / relationship
Technique 1: 3 Things
• ask:
• most important thing this does
• things you want to be better
Sparkle-ize It! @DesignMap #TheSum
Technique 1: 3 Things
• ask:
• most important thing this does
• things you want to be better
• words you’d use to describe this
Sparkle-ize It! @DesignMap #TheSum
Technique 1: 3 Things
• ask:
• most important thing this does
• things you want to be better
• words you’d use to describe this
• make three new versions
Sparkle-ize It! @DesignMap #TheSum
Technique 6: Heuristic Ideation
• variation using 4C’s:
• components
• characteristics
• challenges
• characters
Sparkle-ize It! @DesignMap #TheSum
Technique 6: Heuristic Ideation
Brad Mike Molly Kristen
lead user to
dealer
dealer-
generated
content?
show reviews /
ratings of
dealers, any
dealer perks
(gas cards,
coffee, etc.)
show reviews /
ratings of
dealers
schedule test
drive
compare cars
(more page
views)
collaborative
comparison
selection
price focus let select
comparison
criteria
let select
comparison
criteria
read more
details
magazine-style
format,
integrated
content
larger type! let select
details of
interest, make
content easy
to find and
parse
let select
details of
interest
Sparkle-ize It! @DesignMap #TheSum
What if you draw napkins?
• consider:
• be introspective
• be inquisitive
• don’t take it personally
• when is it ok?
Sparkle-ize It! @DesignMap #TheSum
Giants
• Richard Buchanan
• Toby Golsby-Smith
• Gamestorming, by Dave Gray, Sunni Brown,
James Macanufo
• Design Thinking, edited by Thomas Lockwood
• Hugh Dubberly, Dubberly Design Office
• dschool.stanford.edu
• Edward Tauber, Heuristic Ideation Technique
Sparkle-ize It! @DesignMap #TheSum
Future Giants
• Emily Brower Auchard
• Ryan Reposar, Dubberly Design Office
• Chris Hoover, Perforce
• DesignMap: Nathan Kendrick, Greg Baker, Chuck Moore, Chad Schroeder, Eddie Shieh, Eric Wittke, Henry Freel, Jane Waterbury, Jason Frasier, Josh Rautenberg, Kana Knaak, Michael Aurelio, Nick Smith , Patrick Leahy, Priyanka Patel, Rachel Hallock, Rob Gardziel , Rona Asuncion, Ryan Cornwell, Sophia Yang, Sunny Yang, Tiffany Chen, Tin Phatanapirom, Wei Chen
Sparkle-ize It! @DesignMap #TheSum
Good Luck!
Audrey Crane
@audcrane
@designmap
#TheSum
Sparkle-ize It! @DesignMap #TheSum