From insight to idea, to implementation. Design Thinking helps us create value-driven innovation. Lean UX secures success through testing and iterations. These key ingredients make up a winning combination. Lillian Ayla Ersoy, BEKK

1. From insight to idea, to implementation
Design Thinking & Lean UX

2. Grew up acting,
dancing & painting.
Studied business &
visual communication.
Desperately needed to
escape the midwest,
USA and find my roots
back in Norway.
Start working as a
graphic designer in
2005, and move to
Norway in 2006.
Spend the first 7 years
designing from the brief,
and the next 4 years
forming it.

3. What is Design Thinking?

4. In short, design thinking converts needs into demand.
It’s a human-centered approach to problem solving that helps people and
organizations become more innovative and creative.
—Tim Brown, CEO IDEO
www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99

5. Illustration: Linda Halvorsen, BEKK

6. “If I had asked people what they
wanted, they would have said
faster horses.”
― Henry Ford

7. Improve the current
product or . . .
prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg

8. Make the
right product!
engadget.com/2015/06/30/apple-music-uk-explainer/

9. Human-centered
Co-creative
Holistic
Empathetic
Iterative
Daring
Innovative
7CHARACTERISTICS

10. DESIRABLE
(human)
FEASABLE
(technical)
VIABLE
(business)
VALUE-DRIVEN
SERVICES

11. FIRST STEP: GAIN INSIGHT

12. “Insight & analysis is half information and half inspiration.”
- Linda Halvorsen, BEKK

13. The prepared mind comes from insight
"After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is
a catalyst — a chance observation—which triggers the insights that build on each other. In this
mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at
the same time so that they can be combined in novel ways. When the combination happens, there
is a sequence of insights and then the Aha! experience of discovery."
- Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.

14. EMPATHY
We need to put ourselves in other
people’s shoes. Truly understand
their needs and motivations.

15. Book: This is Service Design Thinking

16. Support
Product
Development
Marketing
Strategy
Design Thinking = Co-creation
Design
Consumer needs

17. Design Thinking in practice
Experiences from Posten Norge

19. 175 838
62 430
31 733
111 736
136 961
01.01.12 01.01.13 01.01.14 01.01.15 26.06.15
Registrations per year:
private sector
Marketing campaigns
Letter sent to residents in Norway
Public Sector joins Digipost
App-redesign
Improved registration
Redesign digipost.no
UX FOKUSUX FOCUS

23. THE CHALLENGE:
How do we create a two-way communication
system that puts our consumers in the drivers seat?

24. IMPACT MAPPING
Why are we doing this = business goals.
Who will be impacted by it = actors.
What are the actor’s needs = impact.
What are the features that meet these needs = deliverables.

25. Business
goal
WHY:
S.M.A.R.T. goals
Actor
Actor
WHO:
Primary actors
Secondary actors
“Off-stage” actors
Deliverable
Deliverable
Deliverable
Deliverable
Deliverable
Deliverable
WHAT:
High level
deliverables
(Epics)
Impact
Impact
Impact
Impact
HOW:
What an actor
wishes to accomplish

26. Business
goal
Digitalize papir mail
and increase digital
communication.
Actor
Doctor
Private practice
Small business
Impact
Simple, secure
and effective
communication
with my clients.
Deliverable
An interface that
allows me to
compose dynamic
letters that can be
filled out by the
recipient.

28. This is where Lean UX comes into the equation.

29. http://asinthecity.com/2011/11/04/the-recipe-for-agile-ux-success/

30. Think Make Check
THE LEAN UX DESIGN PROCESS
Iterate

31. FORSTÅELSE
TESTE
LØSNINGSFORSLAG
EGENSKAPER
SKAPE
LÆRE
Think
Make
Check

32. 60 PERCENT OF THE FEATURES WE BUILD IS WASTE.
The research shows that more than 60% of features in software products are rarely or never used.
http://www.leanstartupcircle.com/links/128

33. USER CENTERED HYPOTHISES TESTING
I have an
idea!
Ah, this is how
they experience
it!

34. ASSUMPTION
HYPOTHESIS
EXPERIMENT
PROOF
Our consumers need this feature
We assume people need this because . . .
Design and test
Results: Value +/-

35. MVP: Minimum Viable Product
A product built from the smallest set of features
that delivers customer value.
http://www.leanstartupcircle.com/links/128
Lovable

36. EMOTIONAL
INTUITIVE USEFUL
DESIRABLE!

37. http://www.leanstartupcircle.com/links/128
Story mapping
Primary goal: Create a two-way communication channel for sending and receiving sensitive information.
Login Compose Step 3 Step 4

38. Epic = high level user story
aka the voice of the human using your product
Who
+
The task
+
The value

39. Epic
High level user story
Who: A doctor or small business owner
Compose a dynamic letter so that it can be
filled out by the recipient.
User stories
when you break
down the epic
Can write and stylize text
Can create a customized dynamic form module
Can upload their contacts
Can get a confirmation that the letter is sent

40. Product Backlog
Ready to pull
Prioritized
user stories
Epic
User story
Technical task
Bug
DoingAnalysis Test Launch

41. Design Thinking Lean UX Agile
DirectionConcept
DESIGN THINKING/ LEAN UX ROADMAP
Clear needs
Research
Observation
Prioritize
insight
Brainstorm
concepts
Hypothesis
EXPERIMENT
& ANALYSE
LEARN
BUILD
MEASURE

42. Done is never done.
Just launch.

43. Then improve through feedback.

44. 0 3 6 9 12
0 %
25 %
50 %
75 %
100 %
Test participants
Usabilityproblemsfound
5 tests lets you find almost as
many problems as you will find
using more test participants.
Source: Nielson Norman Group
http://thenextweb.com/creativity/2015/04/27/user-testing-explained/

45. User Tests
Test
Guerilla Testing

46. Interviews

47. Surveys & Beta testing

48. Analytics, Event Tracking & A/B testing

49. Retrospective and reflection

50. Hangouts for Entrepreneurs:
Lean Startup Meets Design Thinking in 10 Minutes

51. To conclude . . .

52. UNSEEN
SEEN

53. Design thinking is about creating a VOICE
that communicates needs loud and clear,
so that CHANGE can happen.
— Lillian Ayla Ersoy
Practice Lead Insight & Analysis, BEKK

54. LEAN UX is about testing your service early,
so that you discover failures and achieve SUCCESS.
— Lillian Ayla Ersoy
Practice Lead Insight & Analysis, BEKK

55. Ask yourself,
is the brief I am working on,
the real problem we need to be solving?
Should we be making the product right
or making the right product?

56. Thanks!
Tweets @lillaylaux
slideshare.com/lillayla