design toolbox — teaching design, its processes & methods
TRANSCRIPT
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DesignToolbox
p r a c t i c a l u n d e r s t a n d i n g
o f d e s i g n ,i t s p r o c e s s a n d
m e t h o d s
Jentsch • Jordan
for
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Hello
Note: These is both the edited slide deck as well as the documentation of a 3-week design class from October 2013
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What is design?
t e l l
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What is design?
t e l l
Or what is it not?
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d e f i n e d
Design is not for philosophyit’s for life.
“”— Issey Miyake, Fashion Designer
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d e f i n e d
To design isto devise courses of action aimed atchanging existing situationsinto preferred ones
“
”— Herbert Simon, nobel laureate
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d e f i n e d
To design isto plan, to order, to relate and to control.
“”— Emil Ruder, Swiss typographer
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m o d e lDesign ladder for evaluating design maturity
Design plays no role in product or service development
Stage 0: No design
Design is a part of product development and other processes
Stage 2: Design as process
Design forms a part of the organisation’s strategy
Stage 3: Design as strategy
— B. De Mozota (2003): The Economic Effects of Design, 2003; Design Creates Value, 2007); Icons: Olivier Guin
Design is used for improving the appearance of products or services
Stage 1: Design as styling
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m o d e lRelationships between a design function and the larger supported organisation
SeparateDesign as externalresource
PeripheralDesign as part of the organisation
CentralDesign at the core of the organisation
IntegratedDesign integral to all aspects of the organisation
— S. Junginger (2012)
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m o d e lStratification ofDesign (Thinking)
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & ExperienceEngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Systems & BehaviourUrban PlanningService DesignArchitecture
SMEsStrategic DesignCulture
LargeScale Systems
Policy DesignSystems DesignEnvironment
Public Service Infrastructure
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Leve
l of C
ompl
exity
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m o d e l
Artefact
FashionGraphicInteriorJewelleryProductWeb & New Media
— Photo: Daimler AG (2012)
Stratification ofDesign (Thinking)
Example: car2go’s Smarts
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m o d e l
Artefact &Experience
Anthropological DesignEngineeringInteraction DesignHuman Centred DesignHuman Computer InteractionUser Experience
Stratification ofDesign (Thinking)
Example: car2go’s mobile app
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m o d e l
Systems &Behaviour
— Photo: Daimler AG (2012)
ArchitectureCultureService DesignSMEsStrategic DesignUrban Planning
Stratification ofDesign (Thinking)
Example: car2go’s car access system
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m o d e l
Large ScaleSystems
EnvironmentPolicy DesignPublic Service InfrastructureSystems Design
Stratification ofDesign (Thinking)
Example: Dedicated parking spacesfor car sharing in Berlin
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d e f i n e d
Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles.
“
”— The International Council Societies of Industrial Design (icsid)
— Icsid (2006): Definition of Design. http://www.icsid.org/about/about/articles31.htm
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f i n d
Collect 1 example:• artefact• artefact and experience• systems and behaviour• large scale systems
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o u t c o m e
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t e l l
What’s the role ofthe designer?
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o u t c o m e
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o u t c o m e
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m o d e lThe expanding role of the designer over history
Pre-industrial society: design-craftsperson
Industrial revolution: separation of making and styling
1960s: Designers work in multi-disciplinary teams
1970s: Designers as “end-user expert”, Papanek’s book
1980s: Design & business innovation, design management
1990s: Experience and brand, the internet
— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
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m o d e lDesigner’s roles in a design team
— Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php
Artist
Communicator
Manager
Catalyst
Investigator
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m o d e lSeven ‘new’ roles of designers
— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
Designer as co-creator
Designer as researcher
Designer as communicator
Designer entrepreneur
Designer as facilitator
Designer as strategist
Designer as capability builder
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How do designprocesses look?
t e l l
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m o d e lDesign process (after Tim Brennan)
? $
— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
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m o d e lThe ‘double diamond’ design process model
— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess
Discover Define Develop Deliver
brief
concept
review
feasibili
ty
review
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m o d e lDesign process modelby Alice Agogino
— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
Define
Evaluate
Prototype
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m o d e l
— HPI School of Design Thinking (2007): Kernelemente, http://www.hpi.uni-potsdam.de/d_school/designthinking/kernelemente.html
Design Thinking Process Model by HPI School of Design Thinking
Understand Observe Point of View Ideate Prototype Test
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m o d e lCharacteristics of design thinking processes
User-centreddesigning forhuman beingsand their needs
Iterativein steps towards a solution that solves the problem
Collaborativeworking with others – from design & other disciplines
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m o d e lDesign process archetype: Analysis, Synthesis (after Koberg and Bagnall)
— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
Input
Process
Synthesis OutputAnalysis
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m o d e lRational Unified Process (after Phillippe Kruchten)
— Dubberly Design Office (2004): How do you design? – A compendium of Models, http://www.dubberly.com/articles/how-do-you-design.html
InceptionPhases Elaboration Construction Transition
Business Modelling
Requirements
Analysis & Design
Implementation
Test
Deployment
Configuration & change management
Project management
Iterations
Major MilestoneInternal ReleaseExternal Release
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m o d e lProduct Delivery Process in Nokia’s HERE organisation
Proposal Definition Alpha Beta ReleaseADD
Decision to
define
ADA
Decision to
develop an A
lpha
ADB
Decision to
release as Beta
ADR
Decision to
release public
ly
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i n t e r v i e w
Ask an established designer about her / his design process
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h o w - t oIdeas for interview questions
What’s your role as a designer?What’s your ideal design process?What’s your actual design process?
…
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h o w - t oInterview for empathy
— d.school (2010): bootcamp bootleg, http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf
Ask why.Never say “usually” when asking a question.Encourage stories.
Look for inconsistencies.Pay attention to nonverbal cues.Don’t be afraid of silence.Don’t suggest answers to your questions. Ask questions neutrally.
Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture.
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t e l l
How was your interview?
What did your learn from your interviewee?
What is her / his role as designer?
How much do our discussed process models match her / his working reality?
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o u t c o m e
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o u t c o m e
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o u t c o m e
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d e f i n e
Who do youdesign for?
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e x a m p l e sUnconventional results with user-centred design processes
SitOrSquadis an app that helps you find clean restrooms in an unfamiliar area
Vitra Chairlessreinvents seating in Indian style with a special belt
NG Explorercontains focussed maps and place recommendations for each neighbourhood of a city
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a n a l y s e
Investigate the given photographs from a person’s day of her/his life.
What do thesetell you?
Who is this person?
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o u t c o m e
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o u t c o m e
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o u t c o m e
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m e t h o d sMethods to learn about your user
Cultural Probes
Shadowing
User & expert interviews
Self-testing
Personal network research
Explorative research
Quantitive studies
Customer Journey Map
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• captures goals, motivations & behaviours• behavioural pattern as base (instead of demographics)• combined in archetypes (primary, secondary)
• details personal goals and motivations• includes a picture, quote and a short biography• mentions age, sex, occupation, hobbies, likes & dislikes • foundation of scenarios etc.
m e t h o dPersona: defining a point a view
— D. Saffer (2009): Designing for interaction
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What are peopledoing when?
m e t h o d sFlows, mapping
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m e t h o d sTime- and context-based tools
Scenario to prototype potential usage
User journeys to identify moments of delights & pain points
Blueprints for analysis and planning of offer
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d r a w
What would a day in the life of your persona look like?
Scenario map
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d r a wScenario map on the topic of
News and their consumptionfor one of the following personas
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m e e tPaul, 39
— Photo: Nokia (2013)
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m e e tPaul, 39
I rely on the radioto keep me in the loop
“”
Paul is an account executive from Leeds who commutes two-hours by car to work in Manchester.
He likes listening to news on the radio, but does not actively seek it out or make any real effort.
He uses the mobile internet a lot on his Android, both while at work and out and about. But mostly it’s for News and Sport. He reads the Financial Times, the Sun, Metro and the Evening Standard.
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m e e tPaul, 39
Time spent online
Social Networking
Mobile
HIGHLOW
Internet activities
Complex / Overwhelming
Enabling
Exciting
Alienating
HIGHLOW
Attitudes towards technology
Family Bonding
Lifestyle
Being part of the gang
Being in the know
Identity
Escapism
HIGHLOW
Social Goals
Entertainment
Background Info
Topic Discovery
Deep Knowledge
Context
Curiosity of the unknown
Identify the unknown
HIGHLOW
End Goals, Motivations, Needs
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m e e tSarah, 27
— Photo: Nokia (2013)
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I always have to knowwhat’s happening out there
“”
Sarah works in a department store. She identifies herself with the lifestyle and culture of RnB and pop. That involves music, movies, fashion and celebrities. On weekends she is usually out and about, going to clubs or parties to meet with her friends.
Sarah is social active. She tends to strive for social recognition. The mobile is playing a big role in her life. But more to keep up to date with her friends, for gossip on the move or shopping things, rather than for serious news consumption.
m e e tSarah, 27
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m e e tSarah, 27
Time spent online
Social Networking
Mobile
HIGHLOW
Internet activities
Complex / Overwhelming
Enabling
Exciting
Alienating
HIGHLOW
Attitudes towards technology
Family Bonding
Lifestyle
Being part of the gang
Being in the know
Identity
Escapism
HIGHLOW
Social Goals
Entertainment
Background Info
Topic Discovery
Deep Knowledge
Context
Curiosity of the unknown
Identify the unknown
HIGHLOW
End Goals, Motivations, Needs
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o v e r v i e wMethods within the design process model
— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess
Discover Define Develop Deliver
brief
concept
review
feasibili
ty
review
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s h o w
How does a day in the life of your persona look?
What news and topics, which content is s/he consuming?
With whom is s/he communicating and through which media? In which situations and when?
Scenario map
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o u t c o m e
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d e t a i lExample of ascenario map
App
Message
Tablet
Laptop / Desktop
In person
Signage
Voice
Colleagues
6WDƪ
Web
Map (paper)
Handwritten
Printed material
Satnav
In-car computer
DAY
TIME
NAMEPLACE
Title
GOAL
IMAGINE INITIATE
--
--
--
--
--
- - -
--
-
--
--
-EMOTION
PEOPLE
PLACES
PHYSICAL
TOUCHPOINTS
TRADITIONAL
PHONE
DIGITAL
Model:
NEEDS
INSIGHTS
Lumia
TIME
DATE
PHASE
NARRATIVE
Automated terminal
Displays
Tickets
Static
In-transit
Situation
Question
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d e f i n e
What’s the problem?
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o v e r v i e wMethods within the design process model
— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess
Discover Define Develop Deliver
brief
concept
review
feasibili
ty
review
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d e f i n eUsing a question formatto set the challenge
How might we +user
+insight
+need
?
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d e f i n eUsing a question formatto set the challenge
How might we help Carmen, a business woman, who has a fear of flying to have a pleasant flight experience nevertheless?
user insight need
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need
user
insight
d e f i n eUsing a question formatto set the challenge
How might we help Carmen, a business woman, who has a fear of flying to have a pleasant flight experience nevertheless?
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SitOrSquadHow might we help visitors in a city with dirty public toilets to find a clean one?
e x a m p l e sReverse engineeredchallenge questions
Vitra ChairlessHow might we support outdoor friends who are on the move to comfortably sit somewhere outside for a longer time?
NG ExplorerHow might we help travellers who are annoyed of huge maps and thick guides to discover the best spots in an urban area?
user insight need
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o u t c o m e
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i d e a t e
What’s your answerto the challenge?
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i d e a t e
100 ! Go for quantity
Tips for better idea collection in brainstormings
Keep it short
Encourage wild ideas
Defer judgment
Build on the ideas of others
One conversation at a time
Stay on topic
Be visual
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o u t c o m e
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o u t c o m e
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o u t c o m e
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p r o t o t y p e
How to make youridea tangible?
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p r o t o t y p e
What does your idea look like?
How does it get tangible?
How does it feel using it?
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p r o t o t y p eBenefits of making ideas tangible quickly
Communicate an idea to clients and co-designers
Co-design with clients, users and fellow designers
Social dimension of prototyping
Test ideas with users
Create a common understanding amongst co-designers
—K. Dribbisch, M. Großmann, M. Jordan, O. Scupin (2012): Bringing Ideas To Life: A Typology for Prototyping. in Touchpoint Vol. 4 No. 2
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p r o t o t y p eConcept model
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p r o t o t y p eAct out
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p r o t o t y p eStoryboards
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p r o t o t y p eLow-fi experience prototype
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p r o t o t y p ePhysical model
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o v e r v i e wMethods within the design process model
— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess
Discover Define Develop Deliver
brief
concept
review
feasibili
ty
review
HMW?
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t e s t
How to knowif it’s any good?
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c o l l e c tGet feedback on your prototype from:
Potential usersFellow designers
— Icons: Okan Benn, Dmitriy Lagunov, Michael Rowe / The Noun Project
Clients
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n o t eCollect your feedback for the other group
What’s good? What to improve?
— Icons: Jakob Schneider
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o u t c o m e
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o u t c o m e
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s h o wFirst prototype
What does your idea look like?
How does it get tangible?
How does it feel using it?
How is it integrated in your persona’s life?
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o u t c o m e
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o u t c o m e
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o u t c o m e
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t e s tTips for evaluating ideas and prototypes with users
— Icons: Nithin Viswanathan, Luis Prado, Benni, Jason Grube / The Noun Project
iterate on findings (you seldom get it right the first time)
correct wrong conclusions from discover stage
test product prototype with its intended users
to guide testing apply same rules as in discover phase
don’t be defensive about your design or let others conduct testing
don’t identify yourself as the product’s designer to avoid inhibiting testers
— D. Saffer (2009): Designing for interaction
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c a p t u r eTips for evaluating ideas and prototypes with users
let user ‘speak out loud’ – and record it
video tape usage of physical & interaction prototypes
take notes of comments
clarifying questions after completing test
prioritise feedback by criticality, create action list
ask yourself ‘why’ to understand reasons for problems?
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o u t c o m e
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o u t c o m e
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o u t c o m e
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p r o t o t y p e
Iterate your prototype according to your findings & based on your prioritisation.
Document the whole project week appropriately in incom.
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s h o wIterated prototype
How has your prototype changed?
What feedback was most valuable?
What input was prioritised as most importan action points?
How is your offer integrated into your persona’s life?
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o u t c o m e
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o u t c o m e
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p i t c h
Use the Elevator Pitch template to communicate your concept.
Tell within two sentences: Who is your customer? What is her need? What is the offer’s key benefit and differentiator?
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a foodie & chef at homeway too little time, yet loves cooking
Kochhaus supermarketoffers pre-compiled recipes
Kaisers, Perfetto or ProviantKochhaus offers all ingredients
in 1 single shop w/o need running thru the city
m e t h o dElevator Pitch for communicating your offer
For TARGETCUSTOMER
CUSTOMERNEED
CONCEPTNAME
MARKETCATEGORY
who has
that
Unlike
the
is aONE KEYBENEFIT
COMPE-TITION
.
.
UNIQUEDIFFEREN-TIATOR
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o u t c o m e
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o u t c o m e
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o u t c o m e
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Sum-up
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m o d e lStratification ofDesign (Thinking)
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & ExperienceEngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Systems & BehaviourUrban PlanningService DesignArchitecture
SMEsStrategic DesignCulture
LargeScale Systems
Policy DesignSystems DesignEnvironment
Public Service Infrastructure
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Leve
l of C
ompl
exity
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m o d e lDifferent roles of designers
— L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf— Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php
Designer as co-creator
Designer as researcher
Designer as communicator
Designer entrepreneur
Designer as facilitator
Designer as strategist
Designer as capability builderArtist
Communicator
Manager
Catalyst
Investigator
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m o d e l
— HPI School of Design Thinking (2007): Kernelemente, http://www.hpi.uni-potsdam.de/d_school/designthinking/kernelemente.html
Design Thinking Process Model by HPI School of Design Thinking
Understand Observe Point of View Ideate Prototype Test
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o v e r v i e wMethods within the design process model
— Design Council (2005): The Design Process, http://www.designcouncil.org.uk/designprocess
Discover Define Develop Deliver
brief
concept
review
feasibili
ty
review
HMW?
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reduce costs / reinvent processes
improve / invent experiences
imagine / prototype new brand directions
prototype new integrated strategies
explore / conceive / prototype new futures
m o d e lDesign’s contribution to value creation
improve functions & features
— after Larry Keeley, Doblin
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m a p
How is itsustainable?
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t o o lBusiness Model Canvas
Key Resources
Key ActivitiesKey Partners ValuePropositions
CustomerRelationships
CustomerSegments
Channels
Cost Structure Revenue Streams
for Skype
— A. Osterwalder & Y. Pigneur (2010): Business Model Generation
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o u t c o m e
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o u t c o m e
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r e a d
Where to findout more?
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Dan SafferDesigning for Interaction
Bill BuxtonSketching User Experiences
Bella Martin & Bruce HanningtonUniversal Methods of Design
Michael Erlhoff &Tim MarshallWörterbuch Design
Vijay Kumar101 Design Methods
Jun'ichiro TanizakiIn Praise of Shadows
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Luke Wroblewski: The Nimble Process
l i n k sReading recommendations on the web
— Icon: Monika Ciapala / The Noun Project
Johnny Holland: It’s all about interaction
Dubberly Design Office
Stanford dschool: Use our methods
Design Methoden Finder
Service Design Tools: Communication methods supporting processes
Design Staff: helping startups designing great products
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Thank you
Hannes Jentsch@kaffeetrinken
Martin Jordan@martin_jordan