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Bringing the User Into the Process with Design Thinking

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Learn how to improve your services and products with design thinking.

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Bringing the User Into the Process with Design Thinking

  1. 1. Bringing the User Into the Process Using Design Thinking to Help Staff Build Empathy, Think Through Problems, and Design Innovative Solutions Kris Johnson, Jacqueline Frank, & Hannah McKelvey - 2018 PNLA Conference
  2. 2. Kris Johnson Head of the Learning & Research Services Department Jacqueline Frank Technology & Instruction Librarian Hannah McKelvey Electronic Resources Librarian
  3. 3. 2015 Implementation Ideation Inspiration Design Research Working Group Formed 20162017 Service Blueprints Journey Mapping Design Sandboxes Hex UX Personas Participatory User Experience Design with Underrepresented Populations: UXUP Love Letter/Breakup Letter Love Letter/Breakup Letter Liaison Design Library Master Planning Library Experience Group Formed Consulting Journey Mapping User Focused Request In Strategic Planning Design Journey @ the MSU Library 2018
  4. 4. Audience Poll: What type of library do you work in?
  5. 5. Learning Objectives Attendees will... Learn how Design Thinking: Helps approach projects and problem solving by building empathy and placing the user at the center of the equation. Ties directly to the spirit of the conference theme of breaking the fourth wall, with users being the fourth wall in the decision-making process. Helps boost creativity & innovation.
  6. 6. Session Outline We’re going to ask you some things We’re going to tell you some things You’re going to go do something You’re going to report back We’re going to connect everything to design thinking
  7. 7. Exercise #1: Tell Us Write down each thought on a separate sticky note: How do you, or people in your library, approach problem solving and decision-making? How do you design a new service, or make changes to an existing service? What is something you would like to change in your library, or you are thinking about changing in your library?
  8. 8. What is Design?
  9. 9. What is Design? “Design can be viewed as an activity that translate an idea into a blueprint for something useful.” -UK Design Council
  10. 10. What is Design? “Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.” -[who said this?]
  11. 11. What is Design? “Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.” -Steve Jobs
  12. 12. What is Design Thinking?
  13. 13. What is Design Thinking? “Design thinking is a process for creative problem solving.” -IDEO
  14. 14. What is Design Thinking? Design thinking is a process for creative problem solving... ● utilizing elements from the designer's toolkit like empathy and experimentation to arrive at innovative solutions.
  15. 15. What is Service Design?
  16. 16. Service Design Service design is a holistic, co-creative, and user-centered approach to understanding customer behavior for the creating or refining of services. -Marquez & Downey, 2015
  17. 17. Service Design Attributes Described as a “mindset” by Marquez & Downey: ● Co-creation ● Making the intangible tangible ● Confirming with evidence ● Focus on user needs and expectations ● Holistic ● Empathetic ● Open minded - or- No Devil’s Advocate ● A willingness to evolve
  18. 18. Service Design Tools Examples: ● Service Prototyping ● Ethnographic Studies ● Usability Testing ● Mind Mapping ● Affinity Mapping ● Personas ● Service Blueprints ● Journey Maps
  19. 19. Exercise #1: Analysis Review feedback to questions: How do you, or people in your library, approach problem solving and decision-making? How do you design a new service, or make changes to an existing service? What is something you would like to change in your library, or you are thinking about changing in your library?
  20. 20. Tool #1 KJ Technique A tool to equalize all voices
  21. 21. Tool #2 Affinity Diagramming A tool to find patterns & natural correlations
  22. 22. Exercise #2: Alternate Uses I wonder what this could be…?
  23. 23. Building Empathy The User Mindset
  24. 24. Put on your walking shoes. Here is your task: Print one item from the provided USB drive (see handout for instructions) Exercise #3: Journey Mapping
  25. 25. Here is your task: Pair up - One person interview, the other person share their experience. Interview question - how did you get here today? ● Starting from beginning your transportation to the conference, arriving, checking in, finding this room. Take notes on provided Empathy Map template. Exercise #3 (alternate): Empathy Mapping
  26. 26. Tool Empathy Mapping Visualizing attitudes & behaviors of a user type
  27. 27. Here is your task: Think about: what would your ideal experience at the DMV look like. Write, on separate sticky notes, each thought about the following parts of your ideal experience: Entice - Enter - Experience - Exit - Extend Exercise #3 (alternate): Ideal Experience Mapping
  28. 28. Tool Ideal Experience Map
  29. 29. Tool #3 Journey Mapping A visual representation of the user experience
  30. 30. (alternative) Tool #4 Fly on the wall Observation Looking & listening without participation or interference
  31. 31. You just did a Journey Map! See, that was easy. UX best practices: input from 5-7 people max Exercise #3: Wrap up & discuss
  32. 32. Conclusion: wrap up & discuss Share Advice Review techniques introduced & share examples What techniques could be used to implement that change in your library?
  33. 33. A few words of advice... ● Start small ● Do things you have control over ● Never make assumptions ● A few exercises are your core ○ Use these as platform to get started ○ Exercises help avoid internal bias ● Use creative thinking exercises ● Get the right people at the table ● Trust the process ● Getting buy-in ○ gather evidence from users ○ internal employees/colleagues are users too ○ start with what you have control over ○ show success & evidence based decisions/changes ○ be honest; share failures too ○ tell them the reason why ● Be flexible/adaptable/merge/blend methods ● Have fun!
  34. 34. Parting Thoughts Why design matters
  35. 35. 1. Design is Everywhere
  36. 36. 2. Design is Essential
  37. 37. Jon Kolko http://www.jonkolko.com/
  38. 38. 3. We are all designers
  39. 39. 4. Go forth and design!
  40. 40. Presentation Credits ● Presentation Design: ○ FGST0015 - UX Theme Presentation Template - Free Google Slides template: https://docs.google.com/presentation/d/1dzrtEv2S6VRkVDJfTZgm9FNuc4hCPvW0jqF5O9_7geA/edit#slide=id.g16 dc4b7341_0_855 ● Slide #4: ○ Images built into free Google Slide template ● Slide #6: ○ Objectives photo: Kris Johnson (author) ● Slide #7: ○ Design Matters photo: Kris Johnson (author) ● Slide #10: ○ Design: https://www.mckinsey.com/business-functions/operations/our-insights/the-expanding-role-of-design-in-creating- an-end-to-end-customer-experience ● Slide #14: ○ Image credit Lynda.com https://www.lynda.com/Creativity-tutorials/Design-Thinking-Lead-Change-your-Organization/433738-2.html ● Slide #17 ○ Service design image credit: https://www.brightlabs.com.au/page/Blog/service-design-ux-design-cx-design/ ● Slide #22: ○ KJ Technique image credit: https://www.brightlabs.com.au/page/Blog/service-design-ux-design-cx-design/ ● Slide #23: ○ Affinity diagramming image credit: https://www.flickr.com/photos/nearsoft/18026909793
  41. 41. Presentation Credits ● Slide #25: ○ User mindset Image credit: http://andybenson.online/mindsetmastery/ ● Slide #29: ○ Journey map photo: Kris Johnson (author) ● Slide 30: ○ Fly on the wall: https://commons.wikimedia.org/wiki/File:Lucilia_sericata.jpg ● Slide #31: ○ User research methods: https://www.invisionapp.com/blog/generative-research-ux/ ● Slide #33: ○ Image from: https://www.invisionapp.com/blog/generative-research-ux/ ● Slide #35: ○ Elevator photo: Kris Johnson (author) ● Slide 36: ○ Design is Essential - Author screengrab from article PDF. Citation: Kolko, Jon. (2015). Design Thinking Comes of Age. Harvard Business Review, September, 2015, 66 - 71. ● Slide 37: ○ Design Thinking Comes of Age - Author screengrab from article PDF. Citation: Kolko, Jon. (2015). Design Thinking Comes of Age. Harvard Business Review, September, 2015, 66 - 71. ● Slide 38: ○ Designer photo - Author screengrab from Skinny Vinny website: https://skinny-vinny.com/products/designer-maker-thinker-pin-set ● Slide 39: ○ Thank You - Author screengrab from: https://www.thebalance.com/thank-you-letters-4073099

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