Module 03 in the one-week intensive for community college instructors, offered by MPICT.org.

1. UX/Design Thinking
It’s how we discover
problems
!
It’s how we approach
problems

2. UX/Design Thinking
Eivind Mølster,Posten Norway

3. UX/Design Thinking
A few basic questions:
!
"What problem does this solve?"
!
"For whom?"
!
"And how do we know this?"
!
(Pro tip: Ask these at a job interview.)

4. UX/Design Thinking
A lot of founders or managers will say:
!
"Well, I want it."
!
"I know the market."
!
"The investors like it, so it must be proven."
!
(Pro tip: This leads to bad things.)

5. UX/Design Thinking

6. UX/Design Thinking
Customer-facing page:
The company knew where
all its products lived,
buried in "family"
categories.

7. UX/Design Thinking
(This is one of the family
categories.)
!
(Products were many clicks
under there.)

8. UX/Design Thinking
Result: confused, frustrated
user, unlikely customer

9. UX/Design Thinking
If you know how it
works,
!
you are not the user

10. UX/Design Thinking
Sketchnote by @ElviaVasc,
after talk by Christina Wodtke
(@cwodtke)

11. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience

12. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience

13. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
We’re looking for a balance
of all these concerns, skills,
and talents.
!
And a unicorn.

14. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience

15. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Who are the audience?
!
What do they do?
!
What do they think?
!
What insights did you learn
about what the problem
really is?

16. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Vendor Gourmet
Harried DadCity Official Traffic Planner
Bored Kid

17. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
FRAME THE PROBLEM:
!
What are the users really
trying to solve?
!
What roadblocks/pain points
do they face?
!
What opportunities might
there be for creative
solutions?

18. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
USER:
!
NEEDS TO:
!
BECAUSE:
!
(… and that’s an insight)

19. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Come up with as many
solutions as possible.
!
Don’t be constrained by“well
we can’t do that because...”
thinking.
!
Be open to all ideas.
!
Looking for quality and
quantity (thorough
exploration of problem space).

20. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Generate a range of solutions

21. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Prototyping is SHARING
!
Communicate the core
elements of your solution to
others.
!
Simple, fast, low-cost creative
expression.
!
Learn through design &
testing.

22. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Iterate RAPIDLY
Cleaning & Maintenance
View All
Sanitizers & Disinfectants
General Purpose Cleaners
Healthcare
View All
Surface Disinfectants
Skin Antiseptics
Hand Hygiene
All Products
Sort Alphabetically
Sort by Brand
Or browse
SearchAll
View Selected
PROFESSIONAL
PRODUCTS COMPANY®
But test with users, stakeholders (RITE methodology).

23. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Iterate RAPIDLY

24. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
Learn from the prototyping
and testing.
!
The idea is to learn through
building, learn from
responses, learn through the
building process
!
Gradually increase fidelity

25. UX/Design Thinking
Copyright © 2012-2013 Brilliant Experience
All design decisions are
hypotheses that need to be
tested against actual data.
!
Do so, and you’ll be able to
answer the questions we
started with.
!
And your product will have a
better shot at succeeding.

26. Next up:
User research
ddt@twoangstroms.com
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