hasso plattner / terry winograd workshop on design thinking d-school day one: the big picture...

Hasso Plattner / Terry Winograd Workshop on Design Thinking

D-School Day One: The Big Picture February 2008

HPI D-School | February 2008 | 2

Reflections on April’s “Software Design Experiences” Class


Learning Objectives

Taking a holistic view, apply needfinding, analysis, synthesis, prototyping and presentation techniques to recommend a user-centric solution to the design challenge.

Practice analysis and process mapping based on primary and secondary research

Identify different user roles and how they might collaborate to address stakeholder needs

Synthesize insights and develop a POV Ideate solutions to address key user needs Take prototypes to the next level based on research findings

Present recommendations in a compelling, actionable way

Tie to current d.school class - “Design for Agile Aging”


Deliverables for Friday

• Persona• POV• Experience design prototype• Compelling, actionable presentation


Placeholder: Terry’s Big Picture Perspective

Terry’s perspective on:

• Design thinking - Stanford context

• What’s going on at the Stanford d.school, including “Experiences in Software design” and “Agile Aging”

• Corporate Projects

• Developing a common language for designers and developers


Hasso’s perspective on:

• Design thinking - why the passion around this topic?

• The challenge of heterogeneous teams

• Developing a common language for designers and developers

Placeholder: Hasso’s Big Picture Perspective


Design Challenge - Build on November Challenge

Situation: You are part of a small software start-up company based in Potsdam. Your team has been hired by the government to design a solution to the following challenge:

“How might we design a solution that enables the unemployed to successfully and sustainably re-integrate into the workforce?”


November Bootcamp Highlights


Exercise Description

• Key Takeaways: Taking a holistic view, learn basic principles of typing solutions to factual data, learn what a business process is, and how business processes inter-relate and function in a public service environment. Identify different user roles and how they collaborate to solve a shared problem.

Following research, analysis and synthesis, students will develop persona, POV, and develop a high-level process diagram for a scenario they saw.

desirable

feasible viable


Business Process Example: Utility Billing Process

Overall Process

Deep D

ive


360o View - Preparation

• Introduction to the 360o View• Who is the client?• The stakeholder map


Stakeholder Map

Person 8x

AFFECTED

STAKEHOLDERS

CLIENT

x

PRO

SKEPTICAL

NEUTRAL=

Informal lines of communication

Person 6

Person 1

Person 3

Person 2

Person 10

Person 9

Person 11Person 12

Person 15 Person 13

Person 14Person 16

Person 17 Person 18

Person 18

Person 7

Person 5

Person 4

=


360o View - Use Multiple Perspectives to Solution Space & Requirements

ProblemSpace

Envisioned Solution

User & Customer research

UnemployedUnderemployedEmployed (non-users)

GovernmentVolunteersOther

Ecosystem

Government Agency DomainsOrganizational StructuresPolitical DynamicsCompetitive Forces?Corporate Perspective

AEIOU

Informs

Trends

Other

Technology


Mind Map of Opportunity Areas for “Software Design Processes” Class

e-GovernmentServices

Access toInformation

Bus Routes

OnlinePayment

Applications &Request

ZoningMaps

Taxes

Utilities

Citations

Licenses

MarriageFees

Asset Repairs

Permits

School

Jobs

Pest Control

VotingRegistration

Events

Citizen’sPortal


Get Smart Fast

• With your project team, discuss your 360o view findings

• Develop a preliminary research plan, including who you will target, and what you want to learn and validate


Stakeholder Deep Dive

• As a team, decide which stakeholders you will go after

• Divide up so you have at least one member traveling to the each key stakeholder discussion table

• At each stakeholder table, brainstorm a research approach for tomorrow

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.


Logistics

• Take handout (map) - where to arrive by 8:45 AM

• Protocol discussion• Bring digital camera• Supplies


Daily Debrief

I like…I wish…How to…



D-School Day Two: Needfinding February 2008


Reflections / Overview of the Day


Needfinding - Review: Observation

Collect observations to ground your research.

Watch stakeholder behavior in context• From the vantage point of their natural habitat, watch

what s/he does• Write down detailed observations

oWhen you have a chance to speak with someone who demonstrates this behavior, ask him/her to explain what s/he was doing, step by step

• Methods:o“hanging out” - spending time soaking in their

environmento“sinking in” -take a Walk in subject’s shoes by assuming

the role of the subject and performing a typical activityoTourist: Ask for a tour from an insideroPaparazzi: observe and photograph (with permission as

needed)


Needfinding - Review: Interview Flow

Interview Flow

Most interviews follow this sequence:• Introduction• Kickoff• Build Rapport• Grand Tour• Reflection• Wrap-Up


Needfinding - Review: The Anatomy of a Story

Memorable stories typically embody this structure:

Introduction

Climax

Denouement

Rising Action


Needfinding - Review: The Anatomy of an Interview

The ethnographic interview generally shares this structure:

IntroductionKickoff

Build Rapport

Grand TourReflection

Wrap-upIntroduction

Climax

Denouement

Rising Action


Example: Coffee Drinking

Introduction: “Hi, I’m a HPI D-School student studying coffee drinking. I’m interested in hearing about your experience with coffee. There are no right or wrong answers, I just want to hear what you have to say.”

Kick-off: “Do you drink coffee?”

Build rapport: “Did you have a coffee today? How was it? Do you have a favorite place to drink coffee?”

Grand Tour: “Can you describe your most memorable coffee experience? Why was it so unique? What happened?”

Reflection: “If you could change one thing about your coffee experience, what would it be?.”


Needfinding Best Practices

• Protocol to follow with government officials• Ideas for collecting and organizing artifacts in the

field• Mini synthesis techniques


Needfinding Part I and II

Government• Conduct observations• Interview officials• Understand resources

available from government perspective

Citizen• Conduct observations• Interview citizens• Understand resources

available from citizen perspective


Six Things to Remember When Observing What People Do

From Software Design Experiences, Spring 2007


Mini Synthesis

• Identify questions that worked particularly well

• Discuss any surprises that should be checked with next set of research participants

• Identify contradictions discovered between what is said vs. done (ideally from observing subject perform the activity)

• Identify unarticulated needs, workarounds, manual processes

• Discuss how the work/environmental context impacts activities

• Review any artifacts collected

• Discuss observed patterns of interactions with other people, agencies, etc.

• Students an coaches collaborate to revise research guide/strategy and identify findings to be validated in Needfinding Part II (as needed)



D-School Day Three: Analysis & Synthesis February 2008


Analysis: Determining Your Point of View

Storytelling and Analysis

• Goal: Identify the core problem(s), articulate insights

• How: Cluster observations and findings into themes

• Define persona, a Point of View and a scenario

• Re-Frame by re-clustering data (or create duplicate Post-Its and arrange on another section of the wall)

• Define a different persona, Point of View and scenario


Developing a Point of View

What is a Point of View?

Great ones can be compressed to fit on a bumper sticker. Points of view are built out of two things, an understanding of a user group (hopefully a unique empathic understanding) and insight into a need that group has. User + Need + Insight = Point of View

From Design for Agile Aging, Winter 2008


How do You Develop a Point of View?

• Saturation: Put up Post-Its and other artifacts to express what you heard and saw

• Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc.

• Grouping: Find common themes among your stories for groups of users

• Mad Libs: Fill-in-the-blanks method to create a short, pithy expression that captures the main elements of your POV. POV example: User + Need + Insight = Point of View

Safety-concerned parent with toddlers (user) wants a shopping experience with active kids (need) who can be independent but always in sight (insight).



Tips - Developing a Point of View

Focusing tools help you narrow

your field of view. Flaring tools

expand your field of view

generating new concepts and

frameworks that deepen your

thinking

Tips for Developing a Point of View• Focus on the stories that keep you up at night • If you’re stuck, extract a POV from your favorite idea. Then

go further. Don’t worry about being sure it’s right. • Use empathetic language – see things from the user’s

perspective • Go for meaning



Traps to Avoid when Developing a Point of View

Traps to Avoid When Developing a Point of View

• Don’t design for everyone• Don’t confuse solutions with needs• Don’t try to include all of your insights• Don’t be afraid to choose a POV before you are

“ready”



Synthesis: Identifying Key Themes and Design Requirements

Synthesis

• Goal: Identify patterns in wants, needs and motivations; Identify design requirements ad opportunity areas


Analysis

User Journey

• Goal: Understand the complete experience

• How: Start with the experience you are considering (e.g. updating skills of the underemployed)

• From the user’s point of view, mentally step back to the earliest stage of the process (e.g. visiting the agency, thinking about finding a job, being rejected by a potential employer, etc.)

• Step through each stage of the process, recording it in a flow diagram

• Analyze your diagram. What happens at each of these stages? Why? How do the stages interrelate? What opportunities areas do you see?


Example: Movie-goer Experience

User Journey:

Vijay Kumar, Innovative Methods


Present POV for Feedback


Idea Generating Insights

Discussion may include:

• Where good ideas come from, how to amass a lot of them, how to really reserve judgment, cultural factors and challenges.


Brainstorming


Wild Idea Sharing


Logistics


Daily Debrief




D-School Day Four: Designing Compelling Prototypes

February 2008



• Overview of the day• Challenges of creating compelling prototypes• “Experience prototypes”• Discuss group dynamics that typically occur during

prototyping


On Prototyping

• Different types of prototypes• How ideas evolve & how to communicate them• What makes a prototype compelling?


Collaborating on a Vision

• Hasso talk on challenges in Designer / Developer communication


Building Prototypes


Logistics


Daily Debrief




D-School Day Five: Delivering Compelling Presentations February 2008



• Overview of the day• Challenges of presenting• Telling compelling stories• Hasso talk about what makes a gripping, convincing

presentation


Developing and Validating Prototypes


Presentations


Presenting Results


Daily Debrief



Closing Remarks

Terry and Hasso close session

hasso plattner / terry winograd workshop on design thinking d-school day one: the big picture...

Documents

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school class design

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