@RussStarke

Improving Human Experiences Through Design Thinking

h e l l o !

a b o u t m e

Decide the way forward

Decide the way forward

M A R T Y N E U M E I E R

Design

“A designer is anyone who devises ways to change an existing

situation into a preferred one.”

H E R B E R T S I M O N

d e s i g n t h i n k i n g

Rationality in constructing

and testing various solutions

Creativity in the generation

of insights and solutions

Empathy for the context of

a challenge

e m p a t h y

Stakeholder Workshops Audience Research

Persona Creation Experience Audits

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Stakeholder Workshops

“People rid the room of argument until they have no one left—except

people who agree with them.It is understandable…but this is a shame, because friction makes us sharper…it clarifies our thinking.”

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B O N O

Ask the “stupid” questions.

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“Have the hard conversations.”

D R . B R E N E B R O W N

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e m p a t h y

Audience Research

Nothing makes you a better strategist/designer

than being armed with research.

e m p a t h y

There’s no “I” in design.

e m p a t h y

Balance “would you?” with “do you?”

e m p a t h y

e m p a t h y

Persona Creation

p e r s o n a s

e m p a t h y

Experience Audits

Use the product or service. FOR REAL.

e m p a t h y

Then observe others doing the same.

d e s i g n t h i n k i n g

Rationality in constructing

and testing various solutions

Creativity in the generation

of insights and solutions

Empathy for the context of

a challenge

Competitive & Comparative Analysis Visioning & Roadmap Creation

c r e a t i v i t y

Competitive & Comparative Analysis

c r e a t i v i t y

c o m p e t i t i v e a n a l y s i s

c o m p a r a t i v e a n a l y s i s

Visioning & Roadmap Creation

c r e a t i v i t y

“Who wants a dream that’s near-fetched?”

H O W A R D S H U L T Z , S T A R B U C K S C E O

c r e a t i v i t y

v i s i o n i n g

v i s i o n i n g

c r e a t i v i t y

Objective data (research) Emotional/subjective

Current state (SWOT) Industry best practices/challenges

r o a d m a p s

d e s i g n t h i n k i n g

Rationality in constructing

and testing various solutions

Creativity in the generation

of insights and solutions

Empathy for the context of

a challenge

Process Workflow Visualization Rapid Proof-Of-Concept Creation

MVP Definition

r a t i o n a l i t y

Process Workflow Visualization

r a t i o n a l i t y

j o u r n e y m a p s

Rapid Proof-Of-Concept Creation (and Iteration)

r a t i o n a l i t y

Don’t fall in love with your first idea.

r a t i o n a l i t y

Pave the cowpaths.

r a t i o n a l i t y

“Pave the cow paths.”

MVP Definition

r a t i o n a l i t y

m v p d e f i n i t i o n

8 Rules of Thumb You can apply TOMORROW

d e s i g n t h i n k i n g

Connect the dots for people.

d e s i g n t h i n k i n g

Beware the “tyranny of choice.”

d e s i g n t h i n k i n g

B A R R Y S C H W A R T Z

In the rush for automation and self-service, consider how

much of a burden you put on your “users.”

d e s i g n t h i n k i n g

d e s i g n t h i n k i n g

“Dissatisfaction x Vision x First Steps must be greater than resistance.”

K A T H I E D A N N E M I L L E R

d e s i g n t h i n k i n g

Consider edge-cases.Set the rules, and stick to them.

d e s i g n t h i n k i n g

Avoid jargon and industry-speak whenever possible.

In practice, simpler is smarter.

d e s i g n t h i n k i n g

Make sure you’re tracking the right metrics.

d e s i g n t h i n k i n g

All else being equal,a little “fun” goes a long way.

thank you!

Great experience design is not an accident.

@RussStarke