Design Thinking - NYU Ambition Conference
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The document discusses design thinking as a method for solving complex problems by focusing on human-centered design principles. It emphasizes the importance of empathy, creativity, and rationality in developing solutions that are desirable, feasible, and viable. Practical examples, including a design challenge related to the accuracy of CT scan labeling, illustrate how design thinking can be applied in real-world contexts.
Design Thinking - NYU Ambition Conference
- 1. Design Thinking. NYU AMBITION NYU-POLY JEFF WENZINGER MARCH 23, 2012
- 3. MECHANICAL ENVIRONMENTAL ENERGY ENGINEERING COMPLIANCE ENGINEERING CAPSTONE PROJECT ENGINEERING IN BUILDINGS RESPONSIBLE INSTITUTE FOR CLEAN BUSINESS SOCIAL ENERGY CONSULTING ENTREPRENEURSHIP EDUCATION
- 4. MECHANICAL ENVIRONMENTAL ENERGY ENGINEERING COMPLIANCE ENGINEERING CAPSTONE PROJECT ENGINEERING IN BUILDINGS PRODUCT PROCESS SYSTEMS DESIGN DESIGN DESIGN RESPONSIBLE INSTITUTE FOR CLEAN BUSINESS SOCIAL ENERGY CONSULTING ENTREPRENEURSHIP EDUCATION SERVICE DESIGN THINKING EXPERIENCE DESIGN WORKSHOP DESIGN
- 5. I create social impact through design and engineering.
- 6. I CAN’T COVER ALL OF DESIGN THINKING IN ONE HOUR... But I can give you terms, examples, and tools to empower you to use design thinking in your work.
- 7. FOR THE NEXT HOUR... Re-framing design A new way of thinking Design Thinking tools Design challenge Discussion
- 8. Amtrak, the U.S. passenger rail corporation, was preparing to launch its Acela high-speed train service along the Boston-to-Washington metropolitan corridor. It asked IDEO to design the interior of its Acela rail coaches. Amtrak wanted a railcar that was more attractive and functional than the interior of the passenger airliners that were Amtrak's primary competition. Your turn: if you were IDEO, how would you help Amtrak?
- 9. ABOUT THE EXPERIENCE LEARNING PLANNING STARTING ENTERING TICKETING WAITING ONLY ABOUT BOARDING THE RIDE RIDING ARRIVING CONTINUING
- 10. WHICH AIRLINE IS THIS?
- 11. THE WORLD IT’S UP TO YOU TO OFTEN ASKS YOU DISCOVER THE TO SOLVE THE RIGHT PROBLEM WRONG PROBLEM. TO SOLVE. DESIGN THINKING TEACHES YOU TO EXPLORE COMPLEX SITUATIONS AND DISCOVER HIDDEN CUSTOMER NEEDS.
- 12. SO, What is “design thinking?”
- 15. “” YOU’VE GOT TO START WITH THE CUSTOMER EXPERIENCE AND WORK BACKWARDS FOR THE TECHNOLOGY. –Steve Jobs
- 16. “” IN MOST PEOPLE’S VOCABULARIES, DESIGN MEANS VENEER. IT’S INTERIOR DECORATING. IT’S THE FABRIC OF THE CURTAINS AND THE SOFA. BUT TO ME, NOTHING COULD BE FURTHER FROM THE MEANING OF DESIGN. DESIGN IS THE FUNDAMENTAL SOUL OF A MAN-MADE CREATION THAT ENDS UP EXPRESSING ITSELF IN SUCCESSIVE OUTER LAYERS OF THE PRODUCT OR SERVICE. –Steve Jobs, CNNMoney/Fortune, January 24, 2000
- 17. “”THE ANGLO-SAXON IN LANGUAGE THERE’S ONLY ONE WORD FOR DESIGN, WHICH IS “DESIGN”...
- 18. “” IN HOLLAND, WE HAVE TWO WORDS FOR DESIGN. Vormgeving is more to make things look nice. So for instance, packaging for a perfume or for chocolate in order to make things fashionable... While ontwerpe means, and the Anglo-Saxon word, but its stronger, means engineering. THAT MEANS YOU AS A PERSON TRY TO INVENT A NEW THING—WHICH IS INTELLIGENT, WHICH IS CLEVER, AND WHICH WILL HAVE A LONG-LIFE. AND THAT’S CALLED STYLISTIC DURABILITY. IT MEANS YOU CAN USE IT FOR A LONG TIME. -Gert Dumbar
- 22. design MORE THAN VENEER ENGINEERING, EXPRESSION design vs. Design
- 23. SO, What is “design thinking?”
- 24. “” DESIGN THINKING REFERS TO THE METHODS AND PROCESSES FOR INVESTIGATING ILL-DEFINED PROBLEMS, ACQUIRING INFORMATION, ANALYZING KNOWLEDGE, AND POSITING SOLUTIONS IN THE DESIGN AND PLANNING FIELDS. AS A STYLE OF THINKING, IT IS GENERALLY CONSIDERED THE ABILITY TO COMBINE IN A HOLISTIC MANNER: EMPATHY FOR THE CONTEXT OF A PROBLEM, CREATIVITY IN THE GENERATION OF INSIGHTS AND SOLUTIONS, AND RATIONALITY TO ANALYZE AND FIT SOLUTIONS TO THE CONTEXT.
- 25. human-centered connection seeking bias towards action process of discovery
- 26. design thinking. discovering brainstorming prototyping the problem ideas solutions challenging and evolving
- 27. Some overlap with: user experience design customer development the lean startup
- 28. OKAY, SO... How can I learn this way of “thinking?”
- 29. “” IF THE ONLY TOOL YOU HAVE IS A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL. –Abraham Maslow, psychologist DESIGN YOU ARE HERE YOU ARE HERE ENGINEERING BUSINESS DISCIPLINES STAKEHOLDERS } PERSPECTIVES
- 30. The solutions that emerge from Human- Centered Design should hit the overlap of these three lenses: they need to be Desirable, Feasible, and Viable.
- 31. Design Engineering Business See holistically across disciplines
- 32. + Enthusiasm
- 33. Cultivate your T-Shape broadened perspectives LEARN (KINDLE + COMMUTE, GOOGLE READER) HANG OUT WITH MULTIDISCIPLINARY PEOPLE TRAVEL OFTEN ASK QUESTIONS OF DISCOVERY connect disparate ideas “YES AND...” IMPROV COMEDY LEARN BY DOING - EXPERIMENT LOOK FOR DUCT TAPE “SOLUTIONS”
- 34. How do I apply “design thinking” to the real world?
- 35. “” DESIGN THINKING REFERS TO THE METHODS AND PROCESSES FOR INVESTIGATING ILL-DEFINED PROBLEMS, ACQUIRING INFORMATION, ANALYZING KNOWLEDGE, AND POSITING SOLUTIONS IN THE DESIGN AND PLANNING FIELDS. AS A STYLE OF THINKING, IT IS GENERALLY CONSIDERED THE ABILITY TO COMBINE IN A HOLISTIC MANNER: EMPATHY FOR THE CONTEXT OF A PROBLEM, CREATIVITY IN THE GENERATION OF INSIGHTS AND SOLUTIONS, AND RATIONALITY TO ANALYZE AND FIT SOLUTIONS TO THE CONTEXT.
- 39. “ When my husband left me, I had nothing. Today, everyone knows me. I am someone. ”
- 40. design thinking realizes everybody has a story. and human-centered solutions are rooted in stories.
- 41. DEFER JUDGEMENT ENCOURAGE WILD IDEAS BUILD ON THE IDEAS OF OTHERS STAY FOCUSED ON THE TOPIC ONE CONVERSATION AT A TIME BE VISUAL GO FOR QUANTITY IDEO
- 42. TTTTT HOW TO USE DESIGN THINKING IN THE REAL WORLD? Your best bet is to cultivate and empower a T-shaped team.
- 43. TTTTT LOOK AROUND YOU. NYU Ambition: your T-shaped team members are all around you.
- 44. So, who’s ready for a design challenge?
- 45. design MORE THAN VENEER ENGINEERING, EXPRESSION design vs. Design thinking EMPATHIZE AND BLEND PERSPECTIVES CULTIVATE YOUR T-SHAPE MEET OTHER T-SHAPED PEOPLE design thinking HUMAN CENTERED, CONNECTION SEEKING, BIAS TOWARDS ACTION, PROCESS OF DISCOVERY, HOLISTIC
- 46. What’s this?
- 47. Notice L/R image labeling
- 48. Infection appears on radiological image What about under the skin?
- 49. L/R image label is manually inputted by CT operator
- 50. L/R errors in symmetrical areas can go unnoticed...
- 51. ...which can lead to wrong- site surgery, harm to patient, and malpractice suits.
- 52. Design Challenge: Develop a verification system to double-check technologist’s input and ensure L/R image labeling is accurate on all CT scans. Stakeholders: Chief Radiologist (MD), Chair of Patient Safety Committee CT Scan Technologist (operator) Chief Radiology Scientist (Ph.D) Nurses with deep knowledge of patients’ needs
- 53. The solutions that emerge from Human- Centered Design should hit the overlap of these three lenses: they need to be Desirable, Feasible, and Viable. What do people desire?
- 54. Customer Needs: 1. Be highly reliable 2. Take little time 3. Be unobtrusive to patient 4. Implement in current system 5. Minimize radiation exposure 6. Minimize image streaking Technical Concerns: • Material (metals create streaks in images) • Easy implementation • Time added to procedure • Radiation exposure • Few Components • Fatigue lifetime
- 55. Proposed Solution 1. Use headrest and footrest inserts to identify orientation 2. Implement radio frequency identification (RFID) chips (low metal content) 3. RFID receiver sends signal to compare with control room tech’s input 4. CT scan halted until signals match 5. CT process commences only when signals match Insert appropriate headrest or RFID receiver detects insert and footrest based on patient orientation sends double check information to computer
- 56. Here’s the point: Through discovery and design, it’s possible to find a human-centered, low-cost, low-tech solution. Technical knowledge is a critical part of the toolkit, but it’s not the solution in and of itself. Strive to frame every challenge in terms of human needs, and combine technology and business methods to create a holistic solution. “” PEOPLE DON’T WANT QUARTER-INCH DRILLS - THEY WANT QUARTER-INCH HOLES. – Ted Levitt, marketing guru
- 57. More on Design Thinking...
- 58. design MORE THAN VENEER ENGINEERING, EXPRESSION design vs. Design thinking EMPATHIZE AND BLEND PERSPECTIVES CULTIVATE YOUR T-SHAPE MEET OTHER T-SHAPED PEOPLE design thinking HUMAN CENTERED, CONNECTION SEEKING, BIAS TOWARDS ACTION, INHERENT OPTIMISM, HOLISTIC
- 59. “” DESIGN THINKING ISN’T FAIRY DUST. IT’S A TOOL TO BE USED APPROPRIATELY. IT MIGHT HELP TO ILLUMINATE AN ANSWER BUT IT IS NOT THE ANSWER IN AND OF ITSELF. -Helen Walters for FastCoDesign
- 60. “ CREATIVITY IS JUST CONNECTING THINGS. THE BROADER ONE'S UNDERSTANDING OF THE HUMAN EXPERIENCE, THE BETTER DESIGN WE WILL HAVE. ” Steve Jobs
- 61. TTTTT Now go be awesome. Thanks! @jeffwenzinger jeff.wenzinger@gmail.com www.linkedin.com/in/jeffwenzinger