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Fall2017
Design ThinkingThinkingLikeaDesigner
Principles of
FromIdeatoBusiness
DanHarel,AdjunctProfessor,IndustrialDesign,RochesterIns9tuteofTechnology,2017|Foreduca*onpurposesonly
Aninclusiveprocessthatpromotesuserunderstandingandcollabora@veproductdevelopmentprocesstosolveproblems.But,itwasn’talwayslikethisasuserfeedbackandpar@cipa@onwasneveranaimoftheindustrialrevolu@on.
Design Thinking
Design Thinking
Manyconsumerandcommercialdesignswellintothe20thCenturydisplayedinsufficientconsidera9onforuserneeds
Early20thCenturyHousehold&Officeequipment
AdeeplyhumanprocessAsystemofoverlappingfocusareas,notasequenceoforderlysteps
Design Thinking
Design Thinking
Auser-centeredapproachthatconsidersuser-understandinganduserexperienceasfundamentalcomponentsforcrea@ngvalue.
Aprovenandrepeatableproblem-solvingmethodologythatanyprofession,brand,orbusinesscanusetoachieveexcellentresults.
Allstakeholdersbenefit
Ra@onal&Analy@cal
Technology
Intui@ve&Emo@ve
Art/Design
+
Design Thinking
Anintegratedapproachtoproblemsolving(All parts of the system equally important)
Idea@onTheprocessofgenera@ng,developing,andtes@ngideas
Implementa@onThepaththatleadsfromtheprojectstageintopeople’slives
Inspira@onTheproblemoropportunitythatmo@vatesthesearchforsolu@ons
+ +
Design Thinking |Process
Research:• Immersion• Observa@on• Interview• Suspensionofjudgment
• Designbrief
Mul@pleperspec@vesyieldricherresults
Idea-mappingandclusteringforstrategicconsidera@on
Prototyping&Tes@ng
REFINEMENTSELECTIONOFDIRECTIONS
Repe@@veprocess
PICKINGTHE“WINNER”&EXECUTING
PROBLEMDEFINITION•Aproblemworthsolving•Mostimportantstage
CREATIONOFMANYOPTIONS
Design Thinking |Process
Design Thinking |Process
Ahuman-centeredapproachtoinnova@onthatdrawsfromthedesigner'stoolkittointegrate:•People’sneeds•Technologypossibili@es•BusinessrequirementsTimBrown,IDEO
Design Thinking |ProductIdea@onModel
Desirability
Whataretheneedsoftheuser?
Feasibility
Canitbemade?
Innova@onopportuni@esIdeasrelatedtospecificuser,
market&technologies
People+Environment
TechnologyEnablers
BusinessMarket
Viability
Willitmakemoney?
Design Thinking |Human-CenteredDesign
Innova@onopportuni@esSolu@onsthatarecenteredontheuser’sexperience,thecontextorsitua@on,andonpromo@nghumanvalues
ContextualEnvironmentneeds
Humanis@cPromotehumanvalues
Experien@alUseremo@veneeds
People
Basisforgooddesign
Design Thinking |Selec@ngtheRightOpportuni@es
Needs(filters)
User+environment
Business+market
Technologyenablers
Ideas
Unfitopportuni@es(many)
ProductCommercializa@on
Relevantopportuni@es(few)
UserConsulta9on
UserFeedback
Ideas+DesignDevelopment(Mul@disciplinary) Pre-Com. Commercializa@onResearch
EXPLORENEWSPACES----EXPLORESPECIFICNEEDS
ConceptEvolu@on
NewKnowledge•User•Technology(IP)•Business
NewKnowledge•StrategicFit•Long-TermVision
Design Thinking |ConceptEvolu@onCon@nuum
Design Thinking |Ini@alResearch
Whatques@onsshouldbeaskedintheini@alresearch?• Usercharacteris@cs/needs• Environmentcharacteris@cs• Targetmarket/businesscondi@ons• Technologypossibili@es• Compe@@vebenchmarking
TypicalQues@ons
• Whoistheintendeduser(s)formyproduct?
• Whatphysicalcharacteris@csorotheraiributesbestdescribethisperson’slife?
• Whataretheac@vi@esthisuserismostlyinvolvedwith?
Methods
• Observa@ons• Interviews• Datacollec@on• Documenta@on(illustra@ons,photography)
Goals
• Tobecomefamiliarwiththelifestyleandrelevantenvironmentsoftheintendeduser
• Toiden@fyandunderstandspecificproblems
• Toiden@fyandunderstandspecificneeds(explicitandlatent)
Design Thinking |UserUnderstanding
TypicalQues@ons
• Whatarethecharacteris@csofthespacetheproductisintendedfor(interior/exterior,commercial/residen@al)
Methods
• Personalvisittouser’senvironment
• Observa@onofcondi@onandcharacteris@cs
• Observa@onofwhatusersdointhisspace
• Interviewsrela@ngtotheusageofthespace:-Rou@neorspecialac@vi@es-Whatworkswellandnot-Realneedsandchallenges-Wishesanddesires
• Documenta@on(illustra@onsandphotographs)
Goals
• Tobecomefamiliarwiththeintendedspacetheproductwillbeoperatedin
• Toiden@fyenvironmentalaiributesthatshouldbeconsideredinthedesignoftheproduct
Design Thinking |EnvironmentUnderstanding
TypicalQues@ons
• Whatistheintendedtargetmarketfortheproduct?
• Whatarethecharacteris@csofthismarket?
• Whatothermarketsmightalsobeinterestedinthisproductoritsvaria@ons?
Methods
• Marketresearch(mul@plesources)
• Datacollec@on• Documenta@on
Goals
• Tobecomefamiliarwiththecohortandthemarketyouaredesigningfor,includingtheirlifestyleanddemographics
• Toiden@fyspecificchallengesassociatedwiththismarket
• Toiden@fyspecificneedsorwantsessen@alforbusinesssuccess(explicitandlatent)
Design Thinking |BusinessUnderstanding
• Technicaldiagrams,illustra@onsandimages
• Intellectualproperty(IP)
• Usageinotherproducts
Goals
• Toensurefunc@onalspecifica@onsandes@matedproductcostareunderstood
• Toensurethedesigncanbemanufacturedtoperformasintended
• Toiden@fychallengesthatmightpreventa@melydevelopment(suchasdevelopingnewtechnologies)
TypicalQues@ons
• Whatarethemostimportanttechnologiesthatshouldbeconsideredtoenabletheproducttofunc@on
• Whataretheirmostimportantcharacteris@c,benefitsanddownsides
• Howeasy/difficultitwouldbetoacquirethetechnologiesofinterest?
Methods
• Researchanddatacollec@onbasedontheproduct’sfunc@onalneeds
Design Thinking |TechnologyUnderstanding
CATEGORIES/QUESTIONS PRODUCT1 PRODUCT2 PRODUCT3
Targetmarket
Environment
Technology
Othercategories/quesQons•--------•--------
Method:Evaluate&Compare• Selectafewconsumerproductsfromasimilarproductcategorymadebydifferentmakers
• Analyzeyourselectedproductsbasedonspecificcategories/ques@ons(seepreviouspage)
PHOTO PHOTO PHOTO
Design Thinking |Compe@@veBenchmarking
Design Thinking |RecommendedPublica@ons
Thinkinglikeadesigner-fromideatobusiness• ChangebyDesign:HowDesignThinkingTransformsOrganiza@onsandInspiresInnova@on(TimBrown)
• DesignThinking:Integra@ngInnova@on,CustomerExperience,andBrandValue(ebook)(ThomasLockwood)
• TheArtofInnova@on:LessonsinCrea@vityfromIDEO(TomKelley)
• DesignThinkingforStrategicInnova@on:WhatTheyCan’tTeachYouatBusinessorDesignSchool(IdrisMootee)
• DesignThinkingProcess&Methods3rdEdi@on(RobCuredale)
PleaseusethefollowingguidelinesforyourIdeaLabpresenta9on:
IdeaLab|TeamPresenta@ons
IdeaLabFall2017• Problemareaoriginal@tle
• Problemareanew@tle(ifdifferent)
• Problemstatement/defini@on• Teammembersinforma@on:-Fullname-College/department-YearatRIT-Emailcontact
• Teamadvisor(client)-Name+emailcontact
• Teamcoach(RITfaculty)-Name+emailcontact
1stpageofpresenta9onshouldincludethisinforma9on
Oneimageofyourfinalconceptdesign
and
ContentRequirement(eachteam)
• Usercharacteris@cs/needs(profile)
• Environmentcharacteris@cs
• Targetmarket/businesscondi@ons
• Technologypossibili@es
• Compe@@vebenchmarking
• Idea@on–newconceptdevelopment(2D+3Dsketches/models,CAD)
• Experimentalmodels/prototypes(images)
• Documenta@on/presenta@on(PowerPoint)
FollowthissimplifiedDesignThinkingprocesstoresearch,organizeandpresentyourconceptsolu9on.Useasmanypagesasnecessary
Recommended