Designing for complex business problems
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The document discusses the complexities of designing for 'wicked problems' in product design, emphasizing the need to accurately identify real issues rather than merely solving presented problems. It highlights the importance of understanding user journeys, effective problem formulation techniques, and the value of design research in creating user-centered solutions. Additionally, it addresses objections to design research and emphasizes the importance of a lean UX mindset and defining success criteria.
Designing for complex business problems
- 1. Bharghavi Product Designer, Freshworks Designing for Complex Business Problems
- 2. Have you encountered a problem where… There is no definitive formula There’s no way to know your solution is final Solutions that you identify are not true-or-false; they can only be good-or-bad There is no opportunity to learn by trial-and-error, every attempt counts significantly.
- 3. They dont have set number of potential solutions The problem is essentially unique Every problem is a symptom of another problem There is always more than one explanation for the problem, the explanations vary greatly depending on the individual perspective. Designers have no right to be wrong and must be fully responsible for their actions Contd…
- 4. Congratulations! You are facing a WICKED problem. The term “wicked problem” was first coined by Horst Rittel, design theorist and professor of design methodology at the Ulm School of Design, Germany. Design theorist and academic Richard Buchanan connected design thinking to wicked problems in his paper “Wicked Problems in Design Thinking.”
- 6. Activity: Explain how would you go about designing a bicycle renting app for urban tier 1 cities
- 7. Identify the need PROBLEM SOLVING Select and plan the solution Analyse Possible Solutions Evaluate Implement
- 8. How do you know you have solved for the correct problem? “Good designers never start by trying to solve the problem given to them: they start by trying to understand what the real issues are. Don Norman
- 9. Understanding the overarching problem: USER JOURNEYS A user journey is a path a user may take to reach their goal when using a product. It is used to identify the different ways to enable the user to achieve their goal as quickly and easily as possible.
- 10. Let’s try some examples… Draw a user journey for the taxi booking app Ola
- 11. Identifying the right problem: The 5 WHY’s Problem: Computers are breaking down so often that work is conducted at a crawl The computers are old and the software is not acceptable with newer systems Why? New computers and software have not been purchased in five years Why? IT support is too small to support regular upgradesWhy? The manager incharge has not made an effective case of budget increase Why? The manager incharge of IT is new and has not been trained in manegerial skills Why?
- 12. Now let’s try some examples… Problem: Our churn rate has increased by 30% in the last quater Problem: Users are not responding to our NPS survey
- 13. Formulating effective problem statements How Might We create a baby warming device that helps parents in remote villages give their dying infants a chance to survive “
- 14. Now let’s try some examples… Problem: Our churn rate has increased by 30% in the last quater Problem: Users are not responding to our NPS survey
- 15. The DOUBLE DIAMOND - DIVERGE CONVERGE method Time Alternatives Finding the right PROBLEM Finding the right SOLUTION
- 16. Design research: Why is it important? Poor user experiences inevitably come from poorly informed design teams Jared M. Spool “
- 17. Overcoming objections: Making design research happen We don’t have time We don’t have the expertise, or the budget The CEO is going to dictate what we do anyway You need to be a scientist You need infrastructure It will take too long You can find out everything you need in beta We know the issue/users/app/problem inside and out already
- 18. What are some of the objections you have come across? How did you solve them?
- 19. Actual reasons behind the objections… I don’t want to be bothered I am afraid of being wrong I am very uncomfortable talking to people
- 20. Need vs Want
- 22. GOOD NEWS! You don’t have to be an expert to solve difficult problems
- 23. How do you create most valuable designs Usability Feasiblity Viability Valuble design
- 24. The Google Design Sprint model Source: https://designsprintkit.withgoogle.com/ introduction/case-studies
- 25. Defining success criteria: H.E.A.R.T Method
- 26. LEAN UX: What is it?
- 27. Developing a Lean UX mindset Has your MVP is attained its success criteria, if not why? Share the results with your team Plan retro with your team to understand what went well and what dint and how to improve it going forward Think about sways to bake the feedback into your design Influence the desicion maker