1.5 _ Design Brief and Visualization.pdf
- 1. UNIT I : Introduction to Design Thinking By Dr.K.Lalitha Asso. Professor / IT Kongu Engineering College Perundurai, Erode, Tamilnadu, India Thanks to and Resource from : Jeanne Liedtka and Tim Ogilvie, "Designing for Growth: A Design Thinking Tool Kit for Managers", NA Edition, Columbia University Press, NA, 2011 & Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017. 18GEO03 – Design Thinking for Engineers
- 2. Unit I : Contents 1. Introduction 2. Need for design thinking 3. Design and Business 4. The Design Process 5. Design Brief 6. Visualization 7. Four Questions & Ten Tools 4/11/2022 2 1.5 _ Design Brief and Visualization 8. Explore 9. STEEP Analysis 10. Strategic Priorities 11. Activity System 12. Stakeholder Mapping 13. Opportunity Framing
- 3. The Project Management Aids (PMA) • To succeed at harnessing the power of design thinking to grow your business, • We need to do more than try out the ten tools of design thinking. • We introduce four project management aids (PMAs) in this unit as well. – Design Brief – Design Criteria – Napkin Pitch – Learning Guide 4/11/2022 1.5 _ Design Brief and Visualization 3
- 4. The Project Management Aids (PMA) • The PMAs are not design tools—they are not about generating or testing ideas. • Instead, PMAs are communication protocols that link the design thinking process to the established project management structures of the organization. • PMAs will help you control the project by – systematically capturing the learning from each stage. – codifying decisions. – transitioning from one stage to the next. – integrating the results into a successful growth project. 4/11/2022 1.5 _ Design Brief and Visualization 4
- 5. Purposes of 4 PMAs 4/11/2022 1.5 _ Design Brief and Visualization 5
- 6. 4/11/2022 1.5 _ Design Brief and Visualization 6
- 7. Mapping into 4 stages of Design Thinking 4/11/2022 1.5 _ Design Brief and Visualization 7
- 8. Design Brief • The design thinking team starts with a design brief (project management aid 1). – It clarified the scope of the project, its intent, the questions it hoped to explore, and the target market it wanted to explore them with. • What is? – starts with the creation of the design brief and – ends with the identification of design criteria. • Between those two project management aids are four design thinking tools: – visualization – journey mapping – value chain analysis – mind mapping 4/11/2022 1.5 _ Design Brief and Visualization 8
- 9. Design Brief (PMA 1) • PMA 1 forces you to clarify your ambitions and constraints. – It asks you to frame your design challenge, – define its scope, and – pose the key questions to explore at the outset: • What do you expect to get out of this work? • What would success look like? • How will you know if the project added value? 4/11/2022 1.5 _ Design Brief and Visualization 9
- 10. Design Brief - Positives • A design brief tells the project team where it is going and why, what pitfalls to avoid, and what resources are required. • Use the design brief to kick off the project, and revisit it at every key milestone. • It sets the schedule, names the important milestones, and lays out the metrics that will assess the project. • Not surprisingly, brevity is a key attribute of a good design brief. • The document— two or three pages at most—should give the team plenty of leeway to use their creativity. • The design brief provides that guidance throughout the project. 4/11/2022 1.5 _ Design Brief and Visualization 10
- 11. Design Brief – Document Format 4/11/2022 1.5 _ Design Brief and Visualization 11
- 12. 4/11/2022 1.5 _ Design Brief and Visualization 12 Design Brief – Sample Document
- 13. Visualization 4/11/2022 1.5 _ Design Brief and Visualization 13
- 14. Visualization • Visualization is about using images. • It’s not about drawing; it’s about visual thinking. • It pushes us beyond using words or language alone. • It is a way of unlocking a different part of our brains that allows us to think nonverbally and that managers might not normally use. • When you explain an idea using words, the rest of us will form our own mental pictures. • For example, – When you say, “We need a new growth platform,” the IT specialist sees servers and code and the marketing guru sees an advertising campaign. • If instead you present your idea to us by drawing a picture of it, you reduce the possibility of unmatched mental models. 4/11/2022 1.5 _ Design Brief and Visualization 14
- 15. Visualization • Visualization is a very special design tool. • This is really a “meta” tool, so fundamental to the way designers work that it shows up in virtually every stage in the process of designing for growth. • Often, visualization is integral to the other tools we will talk about. • It is an approach for identifying, organizing, and communicating in ways that access “right brain” thinking while decreasing our dependency on “left brain” media such as numbers. • Visualization consciously inserts visual imagery into our work processes. • It focuses on bringing an idea to life, simplifying team collaboration and (eventually) creating stories that go to the heart of how designers cultivate empathy in every phase of their work and use it to generate excitement for new ideas. 4/11/2022 1.5 _ Design Brief and Visualization 15
- 16. Left Brain vs Right Brain 4/11/2022 1.5 _ Design Brief and Visualization 16 • The theory is that people are either left-brained or right- brained, meaning that one side of their brain is dominant. • If you’re mostly analytical and methodical in your thinking, you’re said to be left-brained. • If you tend to be more creative or artistic, you’re thought to be right-brained.
- 17. Thank you 4/11/2022 1.5 _ Design Brief and Visualization 17