Think.Feel: A Crash Course for Architects on Design ThinkingDarren Hubert M212

Hello.I’m Darren Hubert.I’m currently working and learning to help create a more responsive and innovative Microsoft…

My passion is for people, not just the technology

the What

the How

theWhy

Session ObjectivesUnderstand methods for developing digital experiences in sales and delivery motions, including human-led and inclusive design approachesHow to apply design thinking techniques within your organizations projects with the aim of creating even greater outcomes and impact

Summarize why delivering design-led experiences is intrinsically tied not only to our industry transformation, but also to our individual and market success

Context For This Session

BUIT

Influences 78% IT DecisionsBy 2017, the CMO could control more IT spending than the CIO.

Influences 22% IT DecisionsThere’s a high level of unconventional funding from outside IT

Gartner: "Forecast: Enterprise IT Spending by Vertical Industry Market, Worldwide, 2011-2017, 3Q13 Update," 3 October 2013 | G00249265

http://blog.fpweb.net/why-marketing-is-dipping-into-the-it-departments-budget/#.VBCuXvldWMI

Today’s Buyers: “Everyone is in IT”

Today’s Buyer Patterns

DECENTRALIZED

INCLUSIVE FORUM

BUSINESS & TECHNICAL LEADERS

BUSINESS OUTCOMES MATTER

MARKET GROWTH

Industry associations

Conferences Consultants and

advisors

Deliver impact Business vs. Cost

based outcome Wants provider to

quantify business value

Demand is growing from outside IT 31%

Budget managed by COO and BU

V-Team: CIO, COO, CMO, CRO, Actuary & CEO

The buying experience matters

Surround Legacy Constraints

Exploit Commoditization to reduce cost

So, What do Business Leaders Want?

To develop value in unexpected places

To acquire or invest in new products and services

To focus on business outcomes

As IT Pros, We are Experts at “What”

Generally Speaking, we’ve become experts at asking the wrong types of questions. We have defended this as a best practice.

Why?

How?

What?

We jump to the what, without deeply engaging in discovering or understanding the why.

We often miss out on!We create a perfect barrierto the innovation our customers value and need. We are so busy doing what,

that we never stop to learn whyit needs doing in the first place, assuming that it needs to be done at all.

the What

Design Thinking

Design Thinking

A leading approach for getting at the “why” for each solution that we, as IT professionals, build

A form of “Solution-based” Thinking

Seeks to define all aspects of a problem before creating a solution

A discipline for the process of figuring out the “how”

A first step in meaningful innovation

A foundational pillar in Architecture

Design Thinking

Individuals teams

products/solutions experiences

eng art

human

tech biz

A partnership between Microsoft Services and Guide Dogs UK to showcase how technology could change people’s lives.

Vision is for a society in which people who are blind and partially sighted enjoy the same freedom of movement as everyone else.

Illustrative Example: Guide Dogs Project

Vision and Objectives Microsoft Patterned with Guided Dogs UK

to reimagine independent mobility for people with visual impairment through technology innovation

Create an experience for people with blindness that enables a new level of independence and freedom

Demonstrate how Universal Design and Design Thinking can accelerate innovation and enable a new bar for usable and accessible experiences

Cities UnlockedLighting Up the World Through Sound

Future Technology

Lighting Up the World Through Sound

The Story of the GuideDogs Project

Leverages Sensor Boosted Physical Environment

Rich 3D Soundscape with Verbal Queues

Allows people to travel more confidently, independently and enjoyably.

Core team of 15

Informal V-team of 150

Every MSFT division part of it

Critical collaboration: MSR, ASG, OSG, Devices, C&E, MCS, CSS

3D Audio SoundscapeWindows Phone App

Technology

Partnerships

Future Cities

Catapult

Enabling Independence and Mobility

The InnovationEnabling Independent Navigation Through 3D Audio

Design Thinking

theHow

How do we create and shape human-led architecture? experiences

21

Design Thinkers: working in three domains Insight: What feels familiar

Observation: Interacting with our environment

Empathy:Understanding the story

Human-led Factors: Augment our familiar space

VIABILITY

FEASIBILITY

DESIRABILITY

Business Factors• Is it economically

viable• Does it make

business and financial sense• Can it be sustained in

the long term

Technical Factors• What is technically

and organizationally feasible• New technology: it

has to work and fit• BUT – technology

alone is not enough

Human Factors• What do people desire• Do we understand the

motivations and core beliefs of the users

• Empathy with stakeholders

7 Goals of DT: a process for problem solving

Define (the problem space)… and refine

Build the case… challenge the brief… define the right problem to solve

TheDisruptor

Internal Stakeholder

s

TheDisrupted

Research… people in context

Humanizing the Story

The persona: a powerful tool that allows storytellers and listeners alike to create the back story that elevates a user to a person.

But; also recognize the extreme users, they can make or break your hopes for adoption

Tasks

Goals

Motivations

Ideate… consider, filter, iterate

…contextual application of Insight, Observation, and Empathy (Knowledge and Personas)

Prototype…

….a storyboard might be enough

Minimum Viable Deliverable [Product] Process

Choose…

We’ve reinforced our thinking….We’ve uncovered new needs

Choose the options that deliver impact… quick wins and sustainable

value

Be flexible…Combine or separate as needed…

Implement… “the comfort zone”

Striving to fulfill a need with a solution…

Move from prototype to conference room pilot to POC to solution…

test! test! test!

But, don’t forget the vision and the people!

Learn… and re-learn

“I will always choose a lazy person to do a difficult job… because, he will find an easy way to do it.”- Bill Gates, Co-Founder, Microsoft

“in the beginner’s mind there are many possibilities, in an experts mind there are few”- Shunryu Suzuki: Zen Master

What we learn today becomes our informed insight tomorrow

Think like a [tourist]

Design Thinking

theWhy

3 Pillars of Human-Led Design

Motivations

Help people achieve what is important to them.

• Solve for higher level

goals and

motivations.

• Take care of the little

things.

• Extend and amplify

humans.

Building Relationships

Create value by getting to know people over time.

Build and maintain trust.

Relationships are built in stages.

Get to know people in a meaningful way.

Appropriate

Design solutions that integrates the technology into the human world

Design for human capabilities and limitations. Blend seamlessly into the physical and social environment.Balance tradeoffs to be net positive

Why This Discussion?

Who moved my cheese?? What we’ve been doing all this time isn’t going to work anymore.

The myth of innovation is that brilliant ideas leap fully formed from the minds of smart people.

Continuous Learning. New approaches are key to cope with the rapid transformation of an industry.

Why Now?

Design Thinking must be at the core of strategic development and organizational change in order to create a culture that’s focused on and encourages unique problem solving.

On Problem Solving

Our world is changing much more rapidly than most people realize… Our creative output cannot keep up

“We cannot solve a problem by using the same kind of thinking we used when we created them” – Albert Einstein

Fixed Mindset vs. Growth MindsetBased on the work of Dr. Carol Dweck

I believe that my [Intelligence, Personality, Character] is inherent and static. Locked-down or fixed. My potential is determined at birth. It doesn’t change.

I believe that my [Intelligence, Personality, Character] can be continuously developed. My true potential is unknown and unknowable.

Fixed Mindset“ability is static”

Growth Mindset“ability is developed”

Avoid Challenges and Failure

Gives Up Easily

Stick to What They Know

Ignores Feedback and Criticism

Threatened by Others Success

Desire Continuous Learning

Persists and Confront Uncertainties

See Effort as Necessary

Puts In Effort to Learn

Inspired by Others Success

So, what’s the point?

PLACE THE END USER AT THE

CENTRE

CHALLENGE YOUR CUSTOMERS

POINT OF VIEW

DEMOCRATISE BASIC

ENVISIONING

DEMONSTRATE COURAGE AND

CURIOSITY

SMALL, RAPID AND ITERATIVE

DELIVERIES

Designing for the 1% is designing for us all

the What

the How

theWhy

Session Objectives: RecapUnderstand methods for developing digital experiences in sales and delivery motions, including human-led and inclusive design approachesHow to apply design thinking techniques within your organizations projects with the aim of creating even greater outcomes and impact

Summarize why delivering design-led experiences is intrinsically tied not only to our industry transformation, but also to our individual and market success

Speak to us if you’re interested in Design Thinking and Human Led Design

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