Design Thinking Introduction & Workshop - NoVA UX

Copyright © 2012-2013 Brilliant Experience
Design Thinking
Introduction & Workshop
John Whalen
CEO, Brilliant Experience
VP, UXPA-DC
@johnwhalen
Kit Unger
Director UX
Three Pillar Global
@kitunger
Thursday, September 12, 13

Meet Brilliant Experience
User Insights Strategy & Ideation User Experience

Agenda
‣ Introduction to Design Thinking
‣ Introduce Problem
‣ Create Solution using Design Thinking

How do we “cross the chasm”?
User Insights
Great Experience,
Successful Product
Insert
Magical
Process
Here

Not recommended

Hard to find

Try this

To help you understand what “this” is,
let’s play ‘Name that Methodology’

User Stories
1
Design &
Develop
2
Feedback
3

User Stories
1
Design &
Develop
2
Feedback
3
Agile

Agile

Build
1
Measure
2
Learn
3

Build
1
Measure
2
Learn
3
Lean
Startup

Lean Startup

1 2 3 4
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test

Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Design
Thinking
1 2 3 4

Design Thinking

Design Thinking
Check out IDEO, or as we like to say:
“Brilliant Experience of the west”
A couple books by IDEO founders:

Let’s talk Design Thinking!

Design Thinking looking for perfect
balance of...

aka...

Let’s learn the methodology

Understand the needs of your audience
‣ Who are the audience?
‣ What do they say?
‣ What do they do?
‣ What insights did you learn about
what the problem really is?

What do they say? do? think?
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauﬀeur!

Frame the problem
‣ What are the users really trying to
solve?
‣ What roadblocks do they have?
‣ What opportunities might there be
for creative solutions?

Frame the problem
Stakeholder
needs to:
because
_____________________
_____________________
_____________________
[insight]

Generate the range of solutions
‣ Come up with as many solutions as
possible
‣ Don’t be constrained by “well we
can’t do that because...” thinking
‣ Be open to all ideas
‣ Looking for quality and quantity
(thorough exploration of problem
space)

Generate the range of solutions

2 Minute Challenge...

Share your solution
‣ Communicate the core elements of
your solution to others
‣ Simple, fast, low-cost creative
expression
‣ Learn through design & testing

Share your solution

Rapidly Iterate Design
Rapidly iterate (all of this in a week),
but share/test with stakeholders, potential users, etc.

Learn through prototyping
‣ Quickly test your solution with user,
whoever!
‣ Idea to learn through building and
learn from responses, and building
process
‣ Gradually increase fidelity

Learn through prototyping

Problem Statement:

Meet the Lemieux’s

Meet the TSA

Lemieux’s + TSA

Lemieux’s + TSA
Problem:
Make it easier for a family to get through U.S. airport security, assuming the TSA
needs to maintain a similar version of current security procedures.
Client:
IDEO has been contracted by the TSA to help them improve customer satisfaction
with airport security across our nation’s airports. IDEO is bringing on additional
talent – that’s you! – to help them with this project.
Persona:
Family of five; Michel (a French photographer with equipment and laptop; English
is second language) and Caroline (designer with laptop) have three children:
Gregory (6), Marcia (3) and Genevieve (6 months). They are traveling together
from the U.S. to Nice, France to see Michel’s parents who want to meet the new
baby.
For the purposes of this exercise, your team can choose any part of the problem of
getting Michel and Caroline’s family through security more easily.

Challenge:
Use design thinking to figure out how to make it
easier to get a family through security.

Lemieux’s + TSA
Problem Statements to tackle:
1. Travelers without a full command of the English language need a way to
communicate quickly with TSA agents because the security process requires a
lot of following instructions and without an understanding causes delays.
2. Young kids going through the metal detectors need to feel comfortable
because they’re scared, and it causes delays for their parents and other
travelers.
3. Travelers carrying expensive and important equipment need to feel that their
belongings remain safe going through the scanners because these are
important to them and they don’t really know what happens inside the
scanners.
4. People with medical conditions need to be able to go through the security
process like anyone else because the current metal scanners are sensitive to
medical implants and it’s unclear what to do in these situations.
5. Travelers carrying a lot of items such as bags, coats, kids toys need to be able
to take all of these items through security check fast and easily because it

Teams in action

The Winning Design...
”Mount Doom”
by Team Pinkos

Winners: “Mount Doom”

Congratulations Team Pinkos!

Thank you!
User Research Strategy User Experience
BrilliantExperience.com

Design Thinking Introduction & Workshop - NoVA UX

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