design thinking, hyper island handout les munk

Design Thinking — Hand-out

© LES-Munk for Hyper Island August 2013 Contact: [email protected] http://www.facebook.com/LESplusMunk

LES-Munk! Creating Commercial Change! 1!

09:30-09:45 ! !Welcome & introduction to program!!09:45-10:15 ! !Design Thinking & User Involvement!!10:15-11:00 ! !Intro to Design Challenge, Planning

! ! !Tool & Empathic Research!!11.00-12.00 ! !Exercise 1: Conducting research!!12.00-13.00 ! !Lunch!

13:00-13:45 ! !Exercise 2: Storytelling – organizing ! ! !user data!

!13:45-14:45 ! !Exercise 3: Analysis – turning !

! ! !observation into user insights!!14:45-15:15 ! !Exercise 4: Synthesis – turning user

! ! !needs into How Might We questions!!15:15-15:45 ! !Presentations!!15:45-16:00 ! !Q&A!!16:00- ! ! !Goodbye!


Program!

DESIGN THINKING!Introduction!


[divergent & convergent thinking]!

[convergent thinking]! [divergent thinking]!

[convergent thinking]!


The Design Thinking Process!

DIVERGENT OR CONVERGENT USER INVOLVEMENT!

Introduction!


User Types!

Divergent Research Potential!

Convergent Research Potential!

Extreme!Users!

Lead Users!

Loyal Users!

Regular Users! 4. Test new experiences!

3. Co-create new concepts!

2. Explore new ideas!

1. Identify new opportunities!

User involvement and innovation intent!


DESIGN CHALLENGE!What you will be working on!


How Might We improve beach life with new portable experiences?!


RESEARCH PREPARATION!Time to get hands on!


Planning!

Deliverables – what do we want to accomplish?!•  Identify opportunities for new

portable experiences that improve beach life!

![Fill in more deliverables]!

Objectives – what do we need to find out?!•  To understand peopleʼs

everyday life and beach life!

•  To understand motivations and barriers in terms of beach life !

![Fill in more objectives]!


Planning!

People – what users would be relevant to involve?!•  Regular users!•  Loyal users!![Team will interview each other]!!

Primary methodologies – What users would be relevant to involve?!•  The Ethnographic Interview

(Mix of Grand & Small Tour questions)!

•  Documentation – smartphone and note taking!


Planning!Responsibilities:!• !Interviewer:!!!• !Note taker(s):!!!• !Observer(s):!!

Tips & Tricks!•  Start broad finish deep. Be naïve to

rediscover the world!

•  Always ask open-ended questions!

•  Ask 5 whyʼs to really understand what drives their behaviour !

•  Defer judgment at all times!

•  Get people to show you what they are talking about!

•  Remember to capture quotes and photos!


Planning!Interview Introductions!Tell the interviewee who you are and what the agenda is …!![The facilitator introduces team (interviewer, note taker, photos/video)]!!“We are not here to test anything today but to get your input and thoughts. You are the expert and we want your personal opinion”!

“There are no right or wrong answers so please be honest and tell us what you think at all times”!!“We would like to film the session. The only reason for this is that it helps us to remember what you have said. The data will not be spread in any other way.”!


INTERVIEW GUIDE!Outline!


Grand Tour Questions …![Horizontal research questions]!!Useful for outlining ʻthe user experience landscapeʼ!

“Please, tell us a little about yourself (Age/Children/Occupation/Housing/Hobbies) … ”!!“Tell me about last time time you went to the beach … “!


Small Tour Questions …![Vertical research questions]!!Useful to gain deep understanding of the ʻthe user experience landscapeʼ![Fill in more relevant Small Tour questions]!

“Why do you go to the beach?”!!“How do you prepare for the beach?”!!“What do you bring to the beach?”!!“What do you do at the beach?” !!“What is the best thing about the beach and why?”!!“What is the worse things about the beach and why?”!


CONDUCTING RESEARCH!11:00-12:00 exercise 1 !


Exercise 1!

In your groups [50 minutes]!Briefly discuss the design challenge: How Might We improve beach life with new portable experiences?!!Hand-out: Quickly, read through the planning tool and interview guide and add more relevant questions!


!Assign roles: Get in pairs of two (interviewer/note taker & interviewee)! !Hand-out: Apply the pre-cooked interview guide to conduct your interviews!

STORYTELLING!13:00-13:45 exercise 2!


[What is going on in peopleʼs everyday life?]!

[What general story themes emerge?]!

[What are the drivers and motivations behind these themes?]!

[What is the key principle from all the story themes that can inspire the innovation intent?]!

The difference between observations and insights!


Exercise 2.0!

Sharing stories [20 minutes]!To build empathy and cultural context take turns sharing the stories you find the most inspiring from your interviews!

Capture the most inspiring stories on sticky notes!

Try to ask yourself: !What is going on in the userʼs everyday beach life?!


Avoid!•  Generalisations!

•  To take things for granted!

•  Defer judgement!

•  Going into solution mode!

Exercise 2.1!

Pattern recognition [15 minutes]!Go through all the stories from your interviews and cluster them into overarching themes!

Use a sticky note to name each theme!


Try to ask yourself:!What general story themes emerge?!

Case: Helping the travel agency 65 !understand the future needs of their guests!

[Paragraph – user stories]!Retired people may have great savings but as life expectancy has gone up they do not know how long their personal funds will have to last. Student backpackers have limited resources as they are still in school. As both retired people and student backpackers cannot claim their social identity through their profession travelling to exotic destinations is often used to articulate who they are. !![Quote(s) and image(s) – contextualising insight in real people]!!”[By visiting new destinations] I can tell other people I have been to places and seen things other people havenʼt”! - Male guest, 64!


ANALYSIS!13:45-14:45 exercise 3!


Exercise 3.0!

Extraction [30 minutes]!Pick the overarching story theme you find the most relevant and interesting!!Try to ask yourself: !What story theme can help solve your design challenge?!


Avoid!“If I had asked people what they wanted, they would have said faster horses.”!- Henry Ford!!!!

Exercise 3.1!

Messaging [20 minutes]!Think about the user motivations and needs behind the overarching story theme !!Rephrase the theme into a headline that communicates the essence of your user insight!


Try to ask yourself:!What is the key user need from the interviews that can inspire your design challenge?!


[Headline – key message]!Getting my Narrative together, again!!![Description]!As people retire from their jobs they articulate their social status through where they have travelled to, hobbies, and the success of their children and grandchildren!


SYNTHESIS!14:45-15:15 exercise 4!


Exercise 4.0!

To turn insights into opportunities for innovation we apply the constructive phrase:!

How Might We …!!


The good How Might We question!•  Is phrased in a regular and

understandable way (no geeky slang or technical terms e.g.)!

•  Is phrased in a constructive way and allows you to explore new and different aspects of problems or frustrations!

•  Is phrased specific enough to inspire concrete ideas/solutions to problems or frustrations!

Example: Too abstract and ambitious!

HMW give our guests more social identity?!


Example: Too specific and solution oriented!

HMW give our guests Discovery Channel to inspire their personal

stories?!


Example: The right level of inspiration and ambition!

HMW help our guests to be the ones with the best travel tales from

around the world?!


Case: Helping the travel agency 65 !understand the future needs of their guests![Headline – key message]!Getting my Narrative together, again!!![Description]!As people retire from their jobs they articulate their social status through where they have travelled to, hobbies, and the success of their children and grandchildren!![Sub headlines – research themes]!Retired people have a lot in common with student backpackers!

[Paragraph – user stories]!Retired people may have great savings but as life expectancy has gone up they do not know how long their personal funds will have to last. Student backpackers have limited resources as they are still in school. As both retired people and student backpackers cannot claim their social identity through their profession travelling to exotic destinations is often used to articulate who they are.!![Quote(s) and image(s) – contextualising insight in real people]!!”[By visiting new destinations] I can tell other people I have been to places and seen things other people havenʼt”! - Male guest, 64!


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[Key HMW(s) for ideation session]!How might we [travel agency] help our guests to be the ones with the best travel tales from around the world?!



[Name of opportunity]!Personal Narratives! ![Description]!For retired people ending a long career often feels like losing a limp forcing them to embark on a personal journey to redefine and rediscover who they are! ![Insight(s) that led to opportunity]!Getting my Narrative together, again!!


![Key HMW(s) for ideation session]!

How might we [travel agency] help our guests to have the best travel tales from around the world?!

Exercise 4.0!

Generating HMWs [20 minutes]!Begin the session by presenting your chosen user insight and specific key stories to immerse the group into the research!

Now it is time for the group to rephrase the user insights into as many ʻHow Might We questionsʼ as possible, addressing the needs of the users while capturing new brainstorm questions to solve your design challenge!


Filter the top-10 best HMW questions according how well they will solve your design challenge …!

15:15-15:45 presentations !

How Might We improve beach life with new portable experiences?!!

[Name of opportunity] ![Description] !

![Insight(s) that led to opportunity]!

![Key HMW(s) for ideation session]!


design thinking, hyper island handout les munk

Education

commercial change

terms of beach life

relevant questions

horizontal research

vertical research questions

divergent thinking

convergent user involvement

divergent convergent