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