Better products dont take longer to create, nor do they cost more to - PowerPoint PPT Presentation

“Better products don’t take longer to create, nor do they cost more to build”. The irony is that they are created differently. *«The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity», Alan Cooper

DESIGN THINKING 31.07 CREATING MULTIDAMENSIONAL EXPERIENCES AALTO VENTURES PROGRAM

Day objectives: - Understand the concept of design thinking; - Create a focus of the research and define the interviewees; - Create questions for interviews; - Start to conduct interviews.

Day structure Users’ Design thinking Tutoring research theory • Intro design thinking • WORKSHOP to create • Field research- a focus of research and interviews with end- • Introduction to the questions for interviews users user’s research

AVP teacher. Programs: Startup experience and - International Design Business Creating Management (design thinking) Multidimensional - Information Technology experiences courses. Program (UX design) Co-founder and UX designer in PROJECTS: Sopia; - Application for rental market (Sopia); Visiting lecturer at National - Futuristic shopping center for CityCon; Research Nuclear University , Moscow (MEPhI), author’s course - Development of new meanings for Finland National “Design thinking for engineers” Museum; - Educational ecosystem Start North; - Identity and Concept of the New Otaniemi Estate of Aalto Business School (Finland); - UX design for customer relationship management for ISS Finland.

Windows 8 35-40% 10%

35-40% 10% Nokia 3650

35-40% 10% Juicero

“ 71% of the average app’s users drop off after just 1 day! ” *https://apptimize.com/blog/2016/02/80-20-onboarding/

VS.

WHY?

*http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar- business/

Design thinking – an approach to develop product / service that definitely will meet the needs of end users !

DESIGN THINKING vs. TRADITIONAL APPROACH We want to be sure what We are confident we know our customer needs are. what our customer needs. Let’s do a research our Let’s design the service customer needs before we accordingly! start designing! TRADITIONAL DESIGN THINKING APPROACH APPROACH

DESIGN THINKING can help you answer these questions: • Will people use my product / service? • How can I be sure that I am creating value before I commit large resources to the project? • How can I acquire detailed technical requirement for a yet nonexistent product / service?

DESIGN THINKING D esign (from D) vs d esign (from d) Design is not about the color or the shape of the product but it is about the user

DESIGN THINKING D esign (from D) vs d esign (from d) Design Des ign-thi thinki nking, g, servi vice-des desig ign , user ex exper perien ence des design ign , user er centr centric des design ign, , co-des design, gn, par partic ticipa pator tory y des design ign Design is not about the color or the shape of the product but it is about the user

DESIGN THINKING D esign (from D) vs d esign (from d) Design-thinking, service-design , user experience design , user centric design, co-design, participatory design An n appr approach oach to to de define ne end nd user ne needs eds in in or order der to to del deliv iver a uniqu nique nic niche he sol olution tion to to fulfil said id nee needs ds ; Design is not about the color or the shape of the product but it is about the user

DESIGN THINKING D esign (from D) vs d esign (from d) Design-thinking, service-design , user experience design , user centric design, co-design, participatory design An approach to define end user needs in order to deliver a unique niche solution to fulfil said needs ; The bas The asic ic pr princ incipl ple – end end user ers ar are e invol involved in in the the de design ign pr proc ocess; Design is not about the color or the shape of the product but it is about the user

DESIGN THINKING D esign (from D) vs d esign (from d) Design-thinking, service-design , user experience design , user centric design, co-design, participatory design An approach to define end user needs in order to deliver a unique niche solution to fulfil said needs ; The basic principle – end users are involved in the design process; The appr The approa oach ch is is univer niversal al , app pplicab icable e to to pr prob oblems dif different ent in in Design is not about the color or the scal cale e and nd in in var vario ious indu industr tries . shape of the product but it is about the user

Design thinking is not a new phenomenon 1987 1991 1992 1969 1982 2004 Peter Rowe, Herbert Simon, G. Lynn Shostack, IDEO Richard d. School Design The Sciences of opening opening Buchanan, Article ‘How to thinking the Artificial Wicked Design a Problems in Service?" Design Thinking

Retrospective of UX design 70 yy. 1995 y. Don Norman Xerox Parc - r&d "User Experience Architect" lab in Silicon marking the first use of the Valley. Bob Taylor term in a job title & team.

*https://www.nngroup.com/

Double-diamond model. t Dis Discov over er Devel Develop op Def Define ine Del Deliv iver http://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond

Double-diamond model – iterative process Dis Discov over er Devel Develop op Def Define ine Del Deliv iver t

Double-diamond model – iterative process

Double-diamond model: discover phase 1. Discover Research about end users and their needs Input: first assumption about problem to be solved Output: raw data about users

Double-diamond model: tools and methodologies 1. Discover • Shareholder’s agreement • Lean canvas (or BMC) • Stakeholders mapping • Interviews • Observations • Surveys • Analogy research • Cultural probs • etc.

Double-diamond model: define phase 2. Define 1. Discover Analyzing data, defining end users and their needs First assumption about problem to Project problem is be solved defined Output: Design brief

Double-diamond model: tools and methodologies. 2. Define 1. Discover • Brainstorming workshop(s) Affinity diagram • • Opportunity questions • Personas creation • Customer journey

Double-diamond model: develop and deliver phases 2. Define 1. Discover 3. Develop 4. Deliver Solutions ideation, prototyping, testing, improvement till best solution. Solution: First assumption product / about problem to service Project problem is be solved defined.

Double-diamond model: tools and methodologies. 2. Define 1. Discover 3. Develop 4. Deliver • Co-creation ideation • Production of MVP workshop(s) • Lean canvas (or BMC) • Idea canvas • Value proposition canvas • New customer journey(s) • Service blueprint • Sketches • MMP • Prototyping (any format) • Production of final product • Testing Output: validated Output: final product concept product

Elmo's Monster Maker Experiments are one way to lower the bar in trying out an idea. And the faster the experiment, the more likely you are to try.

Elmo's Monster Maker Long-term Story : Outcome : outcome : The prototype made The video was fun and Designers team 1 hour before endearing; subscribed to the crucial meeting with It was also much law: client; more persuasive Never have a The prototype made than just talking about meeting without with simplest ideas; a prototype! materials for free . Client accepted the feature.

The video Example: the one-hour prototype - prototyping for Elmo's Monster Maker iPhone App. https://www.youtube.com/watch?v=-SOeMA3DUEs&feature=youtu.be

*http://blog.enghouseinteractive.com/why-the-user-interface-matters/

Design-thinking Landscape architect

DESIGN PROCESS PARADOX Percent Knowledge about design problem Design freedom Time into design process

Design sprint Wednesday Monday Tuesday Thursday Friday You’ll map out the You’ll sketch You’ll make difficult You’ll hammer You’ll test it with problem and pick competing decisions and turn out a high-fidelity real live humans. an important place solutions on your ideas into a prototype to focus paper testable hypothesis *https://www.gv.com/sprint/

Aalto University Learning Center Goal – to create a multi-purpose and modern learning center for students, faculty and other customers. The opening was celebrated the 4 November 2016. 40 000 visitors per month since opening. *https://learningcentre.aalto.fi/en/ https://kuudes.com/work/aalto-learning-center/

Aalto University Learning Center 1. Discover ▫ Interviews with students, teachers, university guests (194 interviews)

Aalto University Learning Center 1. Discover 2. Define ▫ 3 co-design workshops; ▫ 6 personas profiles: - Lone-wolf student; - Jack of all trades student; - Social student; - Teachers; - Researchers; - Company representatives; • Development of personas behavior scenarios.