A design process

Focus of this exercise

EMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your own

IDEATIONgives you copious and diverse design solution possibilities to select, develop and test

PROTOTYPING & TESTgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Mini Project for today

Improve the car maintenance experience

Mini Project for today

Improve the car maintenance experience . . .for Erica, for JohnEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your ownIDEATIONgives you copious and diverse design solution possibilities to select, develop and testPROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

For today: Select your user

Design with him or her in mind

Erica:The truck owner

John:The mechanic

Now: Play the role of an “imposter” ethnographer. Do some accelerated empathy work.

Note what is important to Erica and John

Erica:The truck owner

John:The mechanic

What’s important to Erica

To feel empowered“It makes me feel

good” (to drive up in the big

truck) To trust her mechanic“I have to trust,

I have no other choice”

To appear knowledgeable

“I don’t want to look dumb,

or sound dumb”

To learn“I wish they would let me

go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do

and just do it”

What’s important to John

To build relationships

with customers“I love the

clientele… familiar faces that come

back time and time again comprise

80% of my enjoyment of my

job.”

To be trusted“You think you had a good reputation, but it wears on you

when people question you.”

To tackle a challenging problem

“Watching it drive out of the driveway with no problem at all”

“I listen to Car Talk on my day off to listen to peoples’

gripes and see if I can get the answer.”

To service knowledgeable

clientele“They understand stuff, so it’s not a

big battle”

Mini Project for today

Improve the car maintenance experience . . .Respond to a specific needEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your ownIDEATIONgives you copious and diverse design solution possibilities to select, develop and testPROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Brainstorm to create design solution possibilities

Respond to the needs to you found in through empathy

Erica:The truck owner

John:The mechanic

What’s important to Erica

To feel empowered“It makes me feel

good” (to drive up in the big

truck) To trust her mechanic“I have to trust,

I have no other choice”

To appear knowledgeable

“I don’t want to look dumb,

or sound dumb”

To learn“I wish they would let me

go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do

and just do it”

In the context of car maintenance,How might we enable Erica . . .

To feel empowered

To trust her mechanic

To appear knowledgeable

To learnTo be independent

To build relationships

with customers“I love the

clientele… familiar faces that come

back time and time again comprise

80% of my enjoyment of my

job.”

To be trusted“You think you had a good reputation, but it wears on you

when people question you.”

To tackle a challenging problem

“Watching it drive out of the driveway with no problem at all”

“I listen to Car Talk on my day off to listen to peoples’

gripes and see if I can get the answer.”

To service knowledgeable

clientele“They understand stuff, so it’s not a

big battle”

What’s important to John

To build relationships

with customers

To be trustedTo tackle a

challenging problem

To service knowledgeable

clientele

In the context of car maintenance,

How might we enable John . . .

In the context of car maintenance,

To feel empoweredTo appear

knowledgeableTo trust her mechanic

To learnTo be independent

Select One Need for Your User

Brainstorm in Team: 12 minutes

To tackle a challenging problemTo be trusted

To build relationships with customers

To service knowledgeable clientele

HMW enable Erica . . . HMW enable John . . .

Mini Project for today

Improve the car maintenance experience . . .Develop and test solutionsEMPATHYgives confidence that you are working on a meaningful problem;forces you to take a perspective other than your ownIDEATIONgives you copious and diverse design solution possibilities to select, develop and testPROTOTYPING & FEEDBACKgives confidence that your solution is desirable, feasible and viable;accelerates learning when you adopt a low-resolution prototyping mindset

Why Prototype and Test?

BUILD TO THINKLEARN AND ADVANCE YOUR IDEA QUICKLYCHANGE THE CONVERSATIONGET YOUR USER’S REACTION

Selection :: Post-Brainstorm

THERE IS NO ‘BEST’ IDEADON’T EDIT BASED ON FEASIBILITY YETMAINTAIN YOUR INNOVATION POTENTIAL

Selection :: Post-Brainstorm

MAINTAIN YOUR INNOVATION POTENTIAL

Carry multiple ideas forwardConsider these selection criteria:

The Rational ChoiceThe DarlingThe Most MeaningfulThe Long Shot

Prototyping Activity

WITH YOUR OWN TEAMSelect two of your design solutions:Take 8 minutes to develop and sketch these solutions

Get Feedback

PAIR UP WITH ANOTHER TEAM (Find someone working with the other POV)Test your ideas with your partner.Partner: play the role of Erica or John as you are giving feedback.4 minutes for each share/test, then switch.

Share your results :: Headline!

Share an idea you sketched.What was the feedback?Where would you take it?

Takeaways• Empathy

– Get outside your team– Empowered to be an ethnographer– Interview tips/insights– Dig for MEANING

• Brainstorm– Create innovation potential with quantity and diversity – Brainstorm rules– Selection criteria—maintain innovation potential

• Low res prototyping– Build to think

• Testing with user– Try it out– Get outside your team