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Slides from Design Thinking Meetup #3 in Warsaw. Tools and explanation of synthesis (sense making) of DT Process
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Warszawa 16.09.2014
Design Thinking Meetup #3
Andrzej Karelwww.andrzejkarel.com
Who?
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Katarzyna
Andrzej
Piotr
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Process: HPI School of Design Thinking CCBY-NC-ND 4.0
Design Thinking
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Process: HPI School of Design Thinking CCBY-NC-ND 4.0
Design Thinking
Synthesis/ sense making/ POV/ analysis
DESIGN THINKING MEETUP #3, WARSAW
Why synthesize?
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• To avoid brainstorming on a wrong problem
- How many designers do you need to change a lightulb?
- Does it have to be a lightbulb?
• To understand motives behind user’s behaviour
• To find crucial touchpoints in user’s journey
How?
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1. Interviews storytelling :
Quotes > insights
Colour coding post-its (easy to move, short, „tagged”)
2. Pictures analysis (be a detective)
How?
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3. Clustering (mind map)
How?
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3. Clustering (mind map)
„No smoker came out and told Pfizer that he or she viewed the habit
as a lifestyle choice rather than a medical problem. That insight
emerged as the team pored over its information, looking for patterns.
Ultimately, these led to the aha! moment and the reframing of the
business.”
Liedtka J., Ogilvie T., Designing for growth: A Design Thinking Toolkit for Managers
How?
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4. Persona
How?
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4. Persona
- Includes: background, motivations, lifestyle, character
- Basic tool of user-centered design
- Helps the team to design for specific user and be on the same page
- Mix of insights, not necessarily just from one „real” person
- Not a market segment – helps to create hyphothesis, not to validate
solutions
How?
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5. User journey, scenario
- Actual, current situation (used during synthesis)
- Ideal, future situation (used during prototyping)
How?
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6. Point of View (POV)
USER + NEED + INSIGHT = POV
Exercise: a day in a life of…
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Form teams of 4-5 people
Discuss what you see in the pictures (where, what, who) – 3 min
Create clusters of photos (topics and themes), write down details – 5 min
Try looking closer! What’s the meaning? What’s not obvious there? – 5 min
Create a persona: name, age, profession, character, life motto,
relationships, likes/ dislikes, hobby, etc. - 10 min.
Create a list of needs using structure [name] needs to … [verb]. Include:
motivations, values, relationship with others, social status, physical/
biological needs, whatever you feel like – 5 min.
Exercise: a day in a life of…
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Who took the photos?
Exercise: a day in a life of…
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Who took the photos?
I will keep it as a secret – unless if you’ve
been to the Meetup then you know it.
Thanks!
Questions?
Andrzej Karelwww.andrzejkarel.com