design thinking for designing and delivering services
DESCRIPTION
Updated slide deck June 2014. Workshop delivered for CAVAL HR committee for academic libraries.TRANSCRIPT
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Design thinking for designing and delivering services Zaana Howard | @zaana Huddle | @wearehuddle
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Libraries are facing challenges
What are the greatest challenges you are facing?
What might the customer value proposition of libraries be in the future?
What might your library become?
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Agenda 1.35 What is design thinking? 1.50 Discover: Understanding libraries now 2.10 Define: Thinking about tomorrow 2.40 Develop: Prototyping the library of tomorrow 3.45 Deliver: Pitch & showcase 4.20 Wrap up
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what is
design thinking?
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design is evolving
from this to this
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design thinking is a human centred,
collaborative & creative approach to solving complex problems
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Adapted from Brown (2008).
business (viability)
technology (feasibility)
people (desirability)
design thinking integrates...
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is a balance of thinking...
Adapted from Mar6n (2009)
analytical thinking
intuitive thinking
design thinking
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Adapted from We are Snook
design thinking starts with...
users clients
customers stakeholders
borrowers patrons
people
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a note on language...
user centred design human centred design user experience service design design thinking + ... often interchanged, all related but each has its own distinct definition, history and foundations
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the
design thinking process
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design process
discover define develop deliver
Based on UK Design Council DESIGN THINKING WORKSHOP | Zaana Howard | 12
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design process
discover define develop deliver
general problem
specific problem or opportunity
solution
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design process
discover define develop deliver
diverge converge
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how design feels
Based on Daniel Newman, Central Office of Design DESIGN THINKING WORKSHOP | Zaana Howard | 15
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on your mark
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ground rules
Have fun Encourage wild ideas
Bring ideas to life
Work fast Work together, no spectators
Done, not perfect
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discover
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Share what you know
Share stories & experiences Interview each other, have a conversation, share stories about your customers and library experiences.
10 minutes to share Capture any themes and insights
Questions to consider What are the greatest challenges you are facing? Why are these challenges? What is causing these challenges?
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Capture opportunities
10 minutes on opportunities for the future From your conversation: What are the needs of your customers? What opportunities did you spot?
Turn that frown upside down Problems can be solved, or even better new futures created.
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define
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Build a persona
20 minutes on building personas Who are you designing for? What motivates them? What are their needs? What is their background? How do you design for their context?
Personas help idea generation and help you become more empathic with your intended audience.
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Personal information Age: 19 Profession: full time student Field: Design Home life: single, lives with parents Hobbies: hanging out with friends Personality: arrogant and ambitious
Amelie the Undergrad
“Do I need to know this to pass?”
• Inexperienced library user • Only interested in what’s required • Research is not a key part of the
course
Background
Computer usage
Library usage
Key experiences
Experience: high Primary uses: IM, email, web, Creative Suite Favourite sites: Facebook, YouTube, Vimeo, Design Milk Hours online per week: 40 Works out of: library or home Devices: laptop & any device she can get her hands on
How often (online): weekly How often (offline): few times a week For: study, meet friends Advanced features: rarely Reliance on library: high (few alternatives) Material: books Uses: catalogue
Amelie uses design books in the library to get ideas for projects. She does not rely on the library’s journal collections, her emphasis is on books. She uses the online catalogue to get started but spends most of her time pulling books from the stacks and looking for images. As a design student her work is very project focused with little research required. Some of her projects are highly independent, others involve working in groups and building on ideas from her colleagues. Her studio work involves developing prototype designs by using Creative Suite software, constructing physical models, and sketching on paper.
She relies on Getty Images and Flickr as good sources for digital images. She has found it difficult to search for images through the library. She has tried to use the “ask a librarian” feature but sometimes she gets the feeling that there are not enough resources to handle all the requests so you have to wait for a reply. Amelie uses the library systems so infrequently that she doesn’t get used to them or build up tactics or strategies for success. Amelie needs help to use the library. If you don’t bring the book back on time you get an “outrageous fine, something like $30.”
Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.
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Draw your persona:
Name:
Age:
Where do they live:
Build a persona What do they do during the day?
What do they value?
How do they use the library? What are their key experiences?
What are their needs?
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Create a focusing question
10 minutes to create a question Example: How might Chris, a culinary apprentice, find relevant and credible information on knife skills so that time researching and learning is minimised as she works full time and has a baby at home?
Make it juicy & actionable Question structure: How might who what so that why? Based on the challenge, need, persona and insight.
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develop
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Creating new futures
50 ideas in 10 minutes Document, visualise & build upon ideas, ‘Yes and...’, Be wild.
Ideas and opportunities What are the opportunities and possible solutions to the problem you identified?
Is this a new role for libraries? A new service for customers? Is it even a physical space?
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Synthesise solutions
10mins to choose a solution. This might be one idea you’ve had, a mash up of several or something new!
How will you solve the problem? All problems have several solutions. Consider how you might best resolve the problem you’ve identified.
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Storyboard the new experience
15 minutes to storyboard your ideas Top tip: Start in the middle of your story with your ‘magic’ service moment, what are you trying to achieve? Don’t forget context: who? what? why? where? when?
Story What is the story of your new product | service | library? Like a story, it should have a beginning, middle & an end
before after magic moment
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Prototyping a library service for tomorrow
30 minutes on prototyping and improvising your future library Sketch, draw, build. Don’t be precious! Could be: wireframe, diorama, role play, scenario. Don’t be limited!
Make your idea come to life Highlight what parts of your idea have ‘form’ and make them tangible. What parts of your idea can people touch? What will people see when they first encounter your service?
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deliver
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Prepare your pitch
10 mins to prepare 3 minute pitch
Stick to it. Tell us your vision.
Audience Who is your audience? Who is your new library
service for?
Content What is your tweetable
pitch? What is it called?
How does it work?
Format How are you going to
present your pitch? Make it engaging but
informative.
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showcase
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summary
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process reminder
discover define develop deliver
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four principles conversation collaboration visualising and making storytelling
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key is collaboration most problems are too complex for one person. involving customers, multiple perspectives, disciplines, knowledge, skills and experiences is key.
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thank you CAVAL!
@zaana @wearehuddle wearehuddle.com
All images courtesy of The Noun Project Children designed by Gilad Fried
Tiger designed by Allison Dominguez Heartbeat designed by Jardson A.
Fast designed by irene hoffman Group designed by Lucian Dinu
Magnifying Glass designed by Edward Boatman Crosshair designed by Phil Goodwin
Tools designed by Shane Miller Play designed by John Chapman
Cut Spending designed by Matt Brooks Scale designed by Anthony Rees
Compass designed by Naomi Atkinson Call designed by Shelby Blair
Puzzle designed by Julien Deveaux Theater designed by Björn Andersson
Graph designed by Pham Thi Dieu Linh Trophy designed by Luboš Volkov
Stopwatch designed by John Caserta Presentation designed by Alexander Bickov
Film designed by Björn Wisnewski People designed by Reza Mostmand
Microphone designed by serhat ozirik Document designed by Thomas Le Bas
Second Thought designed by Benjamin H. Byron Rubik's Cube designed by Murali Krishna
Question designed by Brennan Novak Molecule designed by Gislene Carvalho
Brain designed by Eric Bird Create Database designed by Ilsur Aptukov