Human-centered design and Design Thinking
- 2. What is Design Thinking? A way of designer like thinking that helps us to innovate and solve problems. Retrieved from https://www.nngroup.com/articles/design-thinking/
- 3. Defining Design Thinking A systematic and collaborative approach to improve peoples’ life experience through an understanding of their needs, behaviours, thoughts, cultures, and values.
- 4. Start with ‘why?’ ✤ to understand the value and belief of people you are creating this for. ✤ to capture unnoticed and unmet needs. ✤ to develop wide and fresh solutions. ✤ to avoid potential pitfall of implementing the wrong solutions.
- 5. How do we discover peoples’ ‘real value’? ✤ Pay attention to the users’ actual behaviour. ✤ asking what they want ends up an imagination. ✤ firm evidence comes from what they do, feel, did, and felt. ✤ Research the users’s behaviour (fact) by using; ✤ Ethnography (on-site observation of users’ behaviour) ✤ User-interview (focus on users’ past experience)
- 6. Set the research question - Ethnographic approach - Hypothesis Development Hypothesis Testing Apparent Problem Unnoticed Problem Social Listening In-depth Interview Group Interview Questionnaire, A/B TEST, (Qualitative research) Ethnography
- 7. Set the research question ✤define "How Might We ...?" question. ✤ "How" ... design research approach aims to generate innovative outcome through an interactional process with the world, thus, need to create question(s) focus on the "How". ✤ "Might" … not to limit ideas to breakthrough, the word ‘might’ is employed. ✤ "We" … including clients, the approach raises a sense of ownership.
- 8. Set the research question ✤ for example; how might we promote the connections among students in an international university? ✤ as the research approach takes an inductive approach, the question in the initial stage tends not to be specific.
- 9. “What people say, what people do, and what they say they do are entirely different things.” Margaret Mead (Anthropologist) It’s not saying people lie. It’s saying much of our daily behaviour is unconscious. We might not know why, or how we do something, We’re embedded in our physical, or social context, Therefore, the ethnographic (observational) method could provide us new insight.
- 10. “Appendix”
- 11. ✤ HCD incorporates a broad set of practices to understand and address peoples’ needs. The approach is applied to invention of intangible services. Human-centered design is an approach Human-centered design Service Design Experience Design UX UI
- 12. Highly People centered approach ✤ Start with peoples’ needs. ✤ To generate effective solutions, we need to discover and understand the logic of peoples' thinking, feeling, and behaviour. ✤ Watch, Listen, and Talk with the people. ✤ Empathic understanding is the key. Capture the peoples’ frame of reference.
- 13. Why design thinking matters? Design thinking in business context = Brand building ✤ Brand is one of the most valuable and beneficial assets which offers a pivotal point of difference and a sustainable competitive advantage to a business. ✤ Customers have a range of interaction with companies and increasing choice in product and service selection. Today, brand is a sum of customers’ experiences via many touchpoint with a company, many of which can be shaped by interaction design.