Design Thinking And True Value Creation
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This document discusses design thinking and its principles. It emphasizes understanding human experiences and needs through techniques like observation, interviews and prototyping. Design thinking is presented as a process to understand problems, diverge from initial assumptions to generate many ideas, converge to select promising solutions, and test those solutions. The goal is to design products, services and systems that are meaningful, intuitive and delightful for users.
![Starts With Being Ok With 'Sorta’ Answers
BRD, PRD, [X]RD Build & Test Model
V/S](https://image.slidesharecdn.com/designthinkingsocial-160208145738/85/Design-Thinking-And-True-Value-Creation-5-320.jpg)
![“Design Thinking Comes Of Age”
DESIGNING SYSTEMS
Design isn’t just about
aesthetics. It’s about applying
the principles of design to the
way products are built.
DESIGNING BEHAVIOURS
Moving from the design of
objects to design of
behaviours. Designing verbs,
not nouns.
[Harvard Business Review September 2015]](https://image.slidesharecdn.com/designthinkingsocial-160208145738/85/Design-Thinking-And-True-Value-Creation-11-320.jpg)
Design Thinking And True Value Creation
- 1. DESIGN THINKING A N D T R U E V A L U E C R E A T I O N Sudhir Nain, CEO @ Bayzil
- 2. How many of us have seen big bets… …that failed and wasted a lot money?
- 3. Thats How We Tackle The Unknown… …with the confidence that we’ll end somewhere great.
- 4. We Need An Antidote To Death By Analysis
- 5. Starts With Being Ok With 'Sorta’ Answers BRD, PRD, [X]RD Build & Test Model V/S
- 6. Can’t Plan or Script Great Experiences Embrace Experimentation Prototype to Think and Learn Ask Interesting Questions Prove/Disprove Hypothesis
- 7. Darwin Constant Evolution. Bottom Up. Never Done. Unpredictable. Large Scale. Newton Top down. Predictive. Imaginative.
- 8. Many Schools Of Thought, But Similar Intent
- 9. Layers Of Human Experience STRATEGIC DESIGN Make It Meaningful INTERACTION DESIGN Make It Intuitive EMOTIONAL DESIGN Make It Delightful
- 10. It’s About Human Experience Corporate Objective COMPLAINT RATE Design Thinking INDIVIDUAL EXPERIENCE
- 11. “Design Thinking Comes Of Age” DESIGNING SYSTEMS Design isn’t just about aesthetics. It’s about applying the principles of design to the way products are built. DESIGNING BEHAVIOURS Moving from the design of objects to design of behaviours. Designing verbs, not nouns. [Harvard Business Review September 2015]
- 14. TECHNOLOGY (FEASIBILITY) BUSINESS (VIABILITY) DESIGN INNOVATION HUMAN VALUES (DESIRABILITY, USABILITY) Process Innovation Functional Innovation Emotional Innovation
- 15. Where Millennials Learn About Money Over Plates Of Chocolate Mousse With Ginger Cream. +
- 16. A Battle Tested Process to Build Things Products | Services | Systems | Strategy Understand Finding the exact customer segment and the problem space to tackle. Falling in love with the customer, knowing who that person is, what job they want to do, and where’s white space. 1 Diverge Explore any and every possibility. Think broad to get narrow. Keep things open and flat. Quantity begets quality. Focused on each individual, not the larger group. 2 Converge Begin deciding what elements to keep or toss, how much fidelity, etc.About making hard choices and deciding on a direction. 3 Test Getting the answer to "Should it be built?" Testing for demand through rapid iteration and experimenting. 5 4 Prototype Prototype the ‘money’ part, not just the user experience. you can also gain empathy through prototyping. CUSTOMER:PROBLEM FIT PROBLEM:SOLUTION FIT
- 18. Jobs To Be Done Interviews The wrong place to start is by asking customers what they want.We need to look deeper and examine underlying needs. High-level jobs-to-be- done 1 Current approaches and pain points 2 Benchmarks and competing offerings 3 Performance criteria customers use 4 What prevents new solutions from being adopted 5 Value success creates for customers 6
- 20. Extreme Users Their needs are amplified and their work-arounds are often more notable.
- 22. How Might We… How might we create an Apple Watch app to buy and sell stocks. How might we redesign personal finance for wearables. How might rich people maintain lifestyle after retirement. TOO NARROW TOO WIDE x x
- 23. Amp up the good Remove the bad Explore the opposite Question an assumption Go after adjectives ID unexpected resources Create an analogy from need or context Play against the challenge Change a status quo Break POV into pieces
- 25. Convergent Thinking Example: Which of the three vehicles are the best replacements for my car? SPEED LOGIC ACCURACY CULMINATION REAPPLICATION SINGULARITY LUCIDITY RIGHT ANSWER
- 26. Zen Voting Review the ideas and vote in silence to allow everyone to form their own opinions before they get biased by each other.
- 27. Thinking Hats
- 28. Journey Map What seems meaningless, could actually be the nugget that develops into a stunning insight. You can create a journey map based on observation and interview – or you might ask a user to draw a journey map and then explain it to you. Look for patterns and anomalies and question why those themes or events occurred. It is often the pairing of an observation with the designer’s knowledge and perspective that yields a meaningful insight.
- 29. Draw how you think about spending money… Tell me more about this intersection. Prototype To Gain Empathy Exposes different information than simple interviewing and observation might.
- 30. Pick some material and start building. Prototype to Test Let users experience them and react to them. Move on before you get emotionally attached. Identify what you’re testing in the prototype. Build with the user and their behaviour in mind.