Design Thinking for Content
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Andrea Ames is a technical communicator and expert in content experience design. She presented a workshop on design thinking for content. The workshop covered empathizing with users to understand their needs, ideating potential solutions, and prototyping ideas. Design thinking is a process that encourages exploring many solutions before converging on the best option to solve users' problems in a creative way.
Design Thinking for Content
- 2. About Andrea Technical communicator since 1983 Areas of expertise: Content experience design: strategy, architecture, and interaction design Architecture, design, and development of product- embedded assistance Information and product usability User-centered process for content development and experience design Senior Technical Staff Member and chief content strategist for Integrated Content (IC) Center of Excellence (CoE), IBM Digital Business Group University of CA Extension program chair and instructor STC Fellow, past president, former member of Board of Directors ACM Distinguished Engineer @aames #lavacon 2
- 3. Workshop agenda DesignThinking Exercise context Empathize-Define (aka “Understand”) Ideate Prototype Wrap-up/Q&A @aames #lavacon 3
- 5. Wikipedia says… Design thinking is a methodology not exclusive (sic) for designers, that helps people understand and develop creative ways to solve an (sic) specific issue, generally business oriented. @aames #lavacon 5
- 6. Thesecret sauce(IMO) Divergence to ensure that many solutions are initially explored Convergence to narrow down to a single solution “Designthinkingencouragesdivergentthinking toideatemanysolutions(possibleorimpossible) and then uses convergent thinking to prefer and realize the best resolution.” – wikipedia @aames #lavacon 6
- 7. Notjust for “design” Lamoine Comprehensive Planning Committee community meeting IBM integrated content UCSC Extension in Silicon Valley IA & Design course projects The list goes on… @aames #lavacon 7
- 8. What @aames #lavacon 8 As-is experience Empathy map As-is scenario map Brainstorm Prioritize To-be scenario map Low-fi prototype Requirements Roadmapping User test Stanford’s process depiction Some of the methods you can use – the ones I’ve found to be most useful
- 9. Who ImagebyStockUnlimited @aames #lavacon 9 Cross-functional Ideally, PM, Marketing, Design, Content, Dev, Support
- 10. Tools Room with clear, flat walls Flip charts (preferably sticky) Sticky notes Colored dots (at least 2 colors) Virtual? Document camera (e.g., Ziggi) Mural.ly Post-it Plus (iOS) @aames #lavacon 10
- 13. Empathy map Quick Multiple user dimensions (more than role) Leverage your advocacy role Consider hopes, fears, and challenges @aames #lavacon 13
- 15. As-is scenario map Visual representation of user workflow Makes explicit the team’s knowledge Exposes gaps and what needs further research Identify pain points and biggest opportunities for improvement Input to requirements Consider… “extra” steps points of inefficiency (doing) pain points (feeling) points of confusion (thinking) @aames #lavacon 15
- 18. Ideation @aames #lavacon 18 Brainstorming Ideas – broad, conceptual, focused on user needs NOT features – discreet, tactical BIG ideas, not small ones
- 20. Prioritize @aames #lavacon 20 Which BIG idea is most important and feasible for the given time frame and project scope?
- 23. To-be scenario map Visual representation of user workflow Makes explicit the team’s knowledge Exposes gaps and what needs further research Identify pain points and biggest opportunities for improvement Input to requirements Consider… “extra” steps points of inefficiency (doing) pain points (feeling) points of confusion (thinking) @aames #lavacon 23
- 25. Story- boarding Create a seamless, comic- book like story Beginning, middle, end Focus on the user NOT on screens Be ready to tell your story to someone else @aames #lavacon 25
- 26. Resources IBM DesignThinking Stanford University Institute of Design @aames #lavacon 26