Session 5:

Design Thinking

Monday, July 11, 2011

DESIGN THINKING
12 lessons for COMMUNICATORS FROM THE DESIGNERS TOOLBOX
Monday, July 11, 2011

INTRO

WE can ALL be CREATIVE.

Monday, July 11, 2011 Apply design approaches to business, communications and other challenges Think about the experience Establish the problem or challenge in its most basic form...then expand beyond it - nothing exists in a vacuum - context

INTRO

WE can ALL be CREATIVE. WE can ALL be DESIGNERS.

Monday, July 11, 2011 Apply design approaches to business, communications and other challenges Think about the experience Establish the problem or challenge in its most basic form...then expand beyond it - nothing exists in a vacuum - context

Monday, July 11, 2011 Tim Brown, change by design, et al But were here to pass on our personal lessons Apply design thinking, and learnings, to your work

LESSON ONE

Think As a group of independent thinkers

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Monday, July 11, 2011 Bounce ideas, take criticism, change your mind. Give yourselves time. Inspiration, ideation, implementation.

Monday, July 11, 2011 Bounce ideas, take criticism, change your mind. Give yourselves time. Inspiration, ideation, implementation.

Think As a group of independent thinkers

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Think As a group but avoid groupthink

Monday, July 11, 2011 Groupthink - avoid it - values unanimity, avoiding conict over creativity and exploration - its ok to disagree and push each other

Monday, July 11, 2011 Kane Kramer - British Inventor ( Start with fresh ideas before imposing the way its always done Brainstorms = collaboration...but then what?

1979
Monday, July 11, 2011 Kane Kramer - British Inventor ( Start with fresh ideas before imposing the way its always done Brainstorms = collaboration...but then what?

LESSON TWO

FAIL EARLY to succeed sooner.

Monday, July 11, 2011 For us, user testing.

Monday, July 11, 2011 Car crash tests as analogy Shimano? Test ideas with whomever you can think of - cant just cross your ngers and hope for the best

LESSON THREE

SKETCH.
Monday, July 11, 2011 Complex concepts and ideas - make them understandable, digestible, shareable

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Monday, July 11, 2011 Take creative ideas, put them in...notes?

LESSON FOUR

KNOW YOUR AUDIENCE.

Monday, July 11, 2011 " Know who the users are " Be able to identify the audience breakdown primary, secondary, and tertiary user groups " Be empathetic " Understand that you are not the user (and vice versa) " Study existing data, web analytics, industry resources

LESSON FOUR

KNOW YOUR AUDIENCE. (dont just say you do)

Monday, July 11, 2011 " Know who the users are " Be able to identify the audience breakdown primary, secondary, and tertiary user groups " Be empathetic " Understand that you are not the user (and vice versa) " Study existing data, web analytics, industry resources


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Knowing how people will use something is essential.

Donald Norman, UX Forefather

Monday, July 11, 2011 Be informed. Investigate. Research. Know your audience and youll be better equipped to understand their needs.

LESSON FIVE

if you think you have all of the answers, youAre doing it wrong.
Monday, July 11, 2011 " Ask questions. " Use stakeholders as resources to help guide the project " Have knowledge that can help you better understand current conditions/situation/environment " Projects that encourage and obtain user input through the various stages of process (user-centered) tend to be more useful and usable and can be more successful than those that do not do this " Have to nd a balance; doesnt make sense to incorporate all of the users input however, it doesnt make sense ignore them altogether


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[Feedback is the] simplest form of quality assurance when youre working on a project for hours on end, its easy to go into visual burn-out mode; a quick 5minute review can often reveal problems in your design that you just didnt see while you were obsessing over the details.
Brandon Jones, Designer & Webdesigntuts+ Editor

Monday, July 11, 2011 Ask questions. Gut-check your thinking with stakeholders and clients (and users) before moving forward to the next step. Know that its not always about what they say but what they dont say. Look for underlying connections, as they will help rene your approach.

LESSON SIX

ITERATE!
Monday, July 11, 2011 " Develop different design approaches and get feedback from client, stakeholders, team, and (preferably) users before making a nal decision on the best approach " Once a design is made, approach should be rened and evolve iteratively for optimal results

LESSON SIX

ITERATE! (once is never enough)

Monday, July 11, 2011 " Develop different design approaches and get feedback from client, stakeholders, team, and (preferably) users before making a nal decision on the best approach " Once a design is made, approach should be rened and evolve iteratively for optimal results


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The very best user experiences are evolved over time, ne-tuned through iterative design processes in response to genuine user feedback. Nobody and I mean nobody gets it right rst time.
Alex Nichol, Web & UX Designer

Monday, July 11, 2011 Dont reinvent the wheel. Make incremental changes. Assess their impact. Only implement what enhances the overall experience. (Repeat as often as necessary.)

Monday, July 11, 2011 Dont reinvent the wheel. Make incremental changes. Assess their impact. Only implement what enhances the overall experience. (Repeat as often as necessary.)

Monday, July 11, 2011 Dont reinvent the wheel. Make incremental changes. Assess their impact. Only implement what enhances the overall experience. (Repeat as often as necessary.)

LESSON SEVEN

SIMPLIFY.
Monday, July 11, 2011 " Minimalist designs can be quite elegant, thus providing a more optimal user experience " Not about being ashy, amboyant, over-the-top " The experience should fade into the background so users can focus on their tasks " Design with a purpose; design decisions shouldnt be arbitrary

LESSON SEVEN

SIMPLIFY. (less is better than more)

Monday, July 11, 2011 " Minimalist designs can be quite elegant, thus providing a more optimal user experience " Not about being ashy, amboyant, over-the-top " The experience should fade into the background so users can focus on their tasks " Design with a purpose; design decisions shouldnt be arbitrary


Monday, July 11, 2011

We need to be very careful about the lure of complexity. We should not fall into the trap of thinking that if its hard to design, it must be good; that if its using the latest technology, it must be good; that if all our friends think its really cool, it must be good.
Gerry McGovern, Founder & CEO of Customer Carewords

Monday, July 11, 2011 No one has time for complexity. Always look for ways in which solutions can be simpliBied for greater consumption, effect, and impact.

LESSON EIGHT

PUSH BOUNDARIES.
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LESSON NINE

BE COOLER THAN YOU ARE.

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LESSON TEN

THINK THROUGH THE IMPLEMENTATION.

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LESSON ELEVEN

MAKE SOMETHING JUST FOR FUN.

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LESSON TWELVE

SKETCH SOME MORE.

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WHAT DOES THIS MEAN FOR YOU?

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QUESTIONS?

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If i had asked people what they wanted they would have said A Faster Horse.

-henry ford

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