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Design thinking for designing and delivering services

Workshop run for QULOC (Queensland University Libraries Office of Cooperation), Friday 17 May 2013.

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Design thinking for designing and delivering services

  1. design thinking for designing & deliveringservicesZaana Howard | Associate Lecturer | QUT17 May 2013 for QULOC
  2. INN332:  Informa-on  Retrieval  unit  overview  Zaana  Howard  Associate  Lecturer  Hello!  By  Major  Clanger  hIp://    tweeting?@zaana#quloc
  3. agenda10.00 - 10.30 Introduction10.30 - 11.00 Understanding current challenges11.00 - 12.15 Understanding the problem12.15 - 1.00 Lunch 1.00 – 2.15 Developing & testing a solution2.15 - 2.30 Preparing your story2.30 - 3.00 Showcase and wrap up
  4. what isdesign thinking?
  5. design is evolving...Designer chairs, “Eames Duo 2” by moguphotos
  6. to designthinking…Timeline detail by Garrettc
  7. design thinking is ahuman centred &collaborativeapproach to problem solving that iscreative, iterative &practical.(Brown, 2008)
  8. Adapted  from  Brown  (2008).    business(viability)technology(feasibility)people(desirability)design thinking integrates...
  9. Is a balance of thinking...From  Mar-n  (2009)  
  10. We are Snook design thinking starts with...
  11. a note on language:user centred design;human centred design;user experience;service design;design thinking (+ more...)often interchanged, all related but eachhas its own distinct definition, historyand foundations
  12. thedesign thinkingprocess
  13. discoverydefinitionideationprototypingtestingdesign thinking phases
  14. non linear process
  15. focusflareHassno Platner Institute of Design, Stanford Universitymodes of thinking
  16. how design feelsDaniel Newman, Central Office of Design
  17. Carnegie Librarycase study
  18. the library is…Maya Design
  19. Mapa  Rambla  Sant  Jordi.  1a  parte.  ZONA  VI  by  La  Fundicio  start with researchexploring, observation,shadowing users,interviews andbrainstorming sessions
  20. walk in thecustomersshoesMaya Design
  21. components of the serviceexperience
  22. scenarios to visualisewhat’s broken
  23. l_system.png  by  sansumbrella  insight:environmental complexity
  24. redesigning the serviceexperienceMaya Design
  25. step by step through the experience
  26. resultsMaya Design
  27. results
  28. testing
  29. what happened?new customersexisting customers have a better experience,accomplish their goals more easilylibrarians and library staff devote more of theirto high value, high reward efforts. Blue tape measure by Darren Hester
  30. let’s get on with it!
  31. groundrules
  32. encourage wild ideasonly good and betterno spectatorscollaborativework fastdone, not perfect
  33. currentchallenges
  34. sharing is caringWhat are some of the problemsand challenges you are facing?Make sure you all get a chance toshare.
  35. discovery
  36. what do you already know about the problem?good points? pain points?what do you need to be aware of for the future?challenges? opportunities?any themes and insights?share what you know
  37. Dig deep.Ask for stories.Uncover feelings and emotions.Why is this important?What really matters?ask questions
  38. Who are you designing for?What motivates them?What are their needs?What is their background?How do you design for their context?Where are there gaps?How can we build on their needs/changinglives?    build a persona
  39. Personal informationAge: 19Profession: full time studentField: DesignHome life: single, lives with parentsHobbies: hanging out with friendsPersonality: arrogant andambitiousAmelie the Undergrad“Do I need to know this topass?”•  Inexperienced library user•  Only interested in what’s required•  Research is not a key part of thecourseBackgroundComputer usageLibrary usageKey experiencesExperience: highPrimary uses: IM, email, web, CreativeSuiteFavourite sites: Facebook, YouTube,Vimeo, Design MilkHours online per week: 40Works out of: library or homeDevices: laptop & any device she canget her hands onHow often (online): weeklyHow often (offline): few times a weekFor: study, meet friendsAdvanced features: rarelyReliance on library: high (fewalternatives)Material: booksUses: catalogueAmelie uses design books in the libraryto get ideas for projects. She does notrely on the library’s journal collections,her emphasis is on books. She usesthe online catalogue to get started butspends most of her time pulling booksfrom the stacks and looking for images.As a design student her work is veryproject focused with little researchrequired. Some of her projects arehighly independent, others involveworking in groups and building on ideasfrom her colleagues. Her studio workinvolves developing prototype designsby using Creative Suite software,constructing physical models, andsketching on paper. She relies on Getty Images and Flickr asgood sources for digital images. She hasfound it difficult to search for imagesthrough the library..She has tried to use the “ask a librarian”feature but sometimes she gets thefeeling that there are not enoughresources to handle all the requests soyou have to wait for a reply. Amelie uses the library systems soinfrequently that she doesn’t get used tothem or build up tactics or strategies forsuccess. Amelie needs help to use thelibrary.If you don’t bring the book back on timeyou get an “outrageous fine, somethinglike $30.” Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.
  40. defining theproblem
  41. capture findings summarise:what are you trying to do?what themes and insights haveyour developed?what are the main challenges andopportunities?
  42. create aproblem questionmake it juicy & actionable
  43. how mightwho what so that why?
  44. examplehow might an engineering postgraduate student find relevantand credible information quicklyso that time on work is limited asthey have a full time job and asmall baby?
  45. how might whowhat so that why?based on the challenge, persona, needand insight
  46. ideageneration
  47. creating new futures50 ideas 15 minuteswhat are the opportunities andpossible solutions to the problemyou identified?
  48. choosing futureswhich ideas are most possible?most delightful?what are you drawn to?you each have 3 votes, use themto select an idea to work with.
  49. fill your belly rest your brain
  50. prototypinga solution
  51. cost of failure vs. project timeprototypingfail early fail often
  52. storyboardingwhat is the story of your newproduct | service | library?top tip: Start in the middle of your story with the ‘magicmoment’, what are you trying to achieve?before afterduring
  53. make your idea come to lifewhat parts of your solution have form?make them tangible.wireframe, diorama, role play, scenario  Have paper. Will prototype.
  54. testingyour solution
  55. give it a whirl2 people from each group stay4 people rotateshare your solution and getfeedback.
  56. what did you learn?About your prototype?About others prototypes?
  57. iterateiterate your solution based onyour learning and new ideas
  58. what’s yourstory?
  59. plan your pitchbe specific,brief, clear, appropriate,narrow & visual
  60. plan your pitchWhat is your one liner? - elevator pitchWho is this for?How does it work?What is it called?Why do you think this is important forthe future?
  61. showcase...over to you!
  62. summarise
  63. discoverydefinitionideationprototypingtestingprocess reminder
  64. four principlesvisualisingconversationstorytellingcollaboration
  65. key is collaborationmost problems are too complex forone person.multiple perspectives, skills,disciplines, experiences andknowledge is key.
  66. thankyouzaana | | @zaana