Better products dont take longer to create, nor do they cost more to - - PowerPoint PPT Presentation
Better products dont take longer to create, nor do they cost more to build. The irony is that they are created differently. *The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity,
*«The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity», Alan Cooper
AALTO VENTURES PROGRAM CREATING MULTIDAMENSIONAL EXPERIENCES
Day structure Design thinking theory
user’s research
Tutoring Users’ research
a focus of research and questions for interviews
interviews with end- users
Programs:
Management (design thinking)
Program (UX design)
PROJECTS:
Museum;
Aalto Business School (Finland);
ISS Finland.
AVP teacher. Startup experience and Creating Multidimensional experiences courses.
Co-founder and UX designer in Sopia; Visiting lecturer at National Research Nuclear University, Moscow (MEPhI), author’s course “Design thinking for engineers”
10% 35-40% Windows 8
10% 35-40% Nokia 3650
10% 35-40% Juicero
*https://apptimize.com/blog/2016/02/80-20-onboarding/
*http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar- business/
TRADITIONAL APPROACH DESIGN THINKING APPROACH We are confident we know what our customer needs. Let’s design the service accordingly! We want to be sure what
Let’s do a research our customer needs before we start designing!
DESIGN THINKING vs. TRADITIONAL APPROACH
before I commit large resources to the project?
requirement for a yet nonexistent product / service?
DESIGN THINKING can help you answer these questions:
DESIGN THINKING Design (from D) vs design (from d)
Design is not about the color or the shape of the product but it is about the user
Des Design ign-thi thinki nking, g, servi vice-des desig ign, user ex exper perien ence des design ign, user er centr centric des design ign, , co-des design, gn, par partic ticipa pator tory y des design ign DESIGN THINKING Design (from D) vs design (from d)
Design is not about the color or the shape of the product but it is about the user
An n appr approach
to de define ne end nd user ne needs eds in in or
der to to del deliv iver a uniqu nique nic niche he sol
tion to to fulfil said id nee needs ds;
Design-thinking, service-design, user experience design, user centric design, co-design, participatory design
DESIGN THINKING Design (from D) vs design (from d)
Design is not about the color or the shape of the product but it is about the user
The The bas asic ic pr princ incipl ple – end end user ers ar are e invol involved in in the the de design ign pr proc
DESIGN THINKING Design (from D) vs design (from d)
Design-thinking, service-design, user experience design, user centric design, co-design, participatory design An approach to define end user needs in order to deliver a unique niche solution to fulfil said needs; Design is not about the color or the shape of the product but it is about the user
The The appr approa
ch is is univer niversal al, app pplicab icable e to to pr prob
different ent in in scal cale e and nd in in var vario ious indu industr tries. DESIGN THINKING Design (from D) vs design (from d)
Design-thinking, service-design, user experience design, user centric design, co-design, participatory design An approach to define end user needs in order to deliver a unique niche solution to fulfil said needs; The basic principle – end users are involved in the design process; Design is not about the color or the shape of the product but it is about the user
Design thinking is not a new phenomenon
1969 Herbert Simon, The Sciences of the Artificial 1982 Article ‘How to Design a Service?" 1987 1991 1992 Peter Rowe, Design thinking IDEO
Richard Buchanan, Wicked Problems in Design Thinking
2004
Retrospective of UX design
70 yy. Xerox Parc - r&d lab in Silicon
& team. 1995 y. Don Norman "User Experience Architect" marking the first use of the term in a job title
*https://www.nngroup.com/
Double-diamond model.
http://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
t
Dis Discov
er Def Define ine Devel Develop
Del Deliv iver
Double-diamond model – iterative process
t
Dis Discov
er Def Define ine Devel Develop
Del Deliv iver
Double-diamond model – iterative process
Input: first assumption about problem to be solved
Research about end users and their needs Double-diamond model: discover phase
Output: raw data about users
Double-diamond model: tools and methodologies
Project problem is defined Output: Design brief
Analyzing data, defining end users and their needs Double-diamond model: define phase
First assumption about problem to be solved
workshop(s)
Double-diamond model: tools and methodologies.
Solution: product / service
Double-diamond model: develop and deliver phases
Solutions ideation, prototyping, testing, improvement till best solution.
First assumption about problem to be solved Project problem is defined.
Double-diamond model: tools and methodologies.
workshop(s)
Output: validated product concept Output: final product
Elmo's Monster Maker
Experiments are one way to lower the bar in trying out an
experiment, the more likely you are to try.
Elmo's Monster Maker
Story: The prototype made 1 hour before crucial meeting with client; The prototype made with simplest materials for free. Outcome: The video was fun and endearing; It was also much more persuasive than just talking about ideas; Client accepted the feature. Long-term
Designers team subscribed to the law: Never have a meeting without a prototype!
The video Example: the one-hour prototype - prototyping for Elmo's Monster Maker iPhone App.
https://www.youtube.com/watch?v=-SOeMA3DUEs&feature=youtu.be
*http://blog.enghouseinteractive.com/why-the-user-interface-matters/
Design-thinking Landscape architect
Time into design process Percent Design freedom Knowledge about design problem
DESIGN PROCESS PARADOX
Design sprint
Monday Tuesday Wednesday Thursday Friday
You’ll map out the problem and pick an important place to focus You’ll sketch competing solutions on paper You’ll make difficult decisions and turn your ideas into a testable hypothesis You’ll hammer
prototype You’ll test it with real live humans.
*https://www.gv.com/sprint/
Goal – to create a multi-purpose and modern learning center for students, faculty and other customers. The opening was celebrated the 4 November 2016. 40 000 visitors per month since opening.
*https://learningcentre.aalto.fi/en/ https://kuudes.com/work/aalto-learning-center/
Aalto University Learning Center
▫ Interviews with students, teachers, university guests (194 interviews)
Aalto University Learning Center
▫ 3 co-design workshops; ▫ 6 personas profiles:
behavior scenarios.
Aalto University Learning Center
▫ Development of service concepts (23) to respond to the scenarios.
Aalto University Learning Center
▫ Prototyping services in smaller scale and testing them in Aalto BIZ in Töölö; ▫ Improve ideas based on testing results; ▫ Services are implemented in Aalto University Learning Center.
Aalto University Learning Center
Services:
Aalto University Learning Center
*Tim Brown, Change by Design
Marriott
Goal:
to
improve
client’s impression from the stay in the hotel
The process: accompanying hotel guests from the airport to the room. Result: assumption was not correct. Guest gets the first impression about the hotel in the room.
Registration desk is just a pre-final point in the long guest journey, the faster she/he will pass it – the
Assumption:
clients gets the first impression about the hotel when she/he gets to the registration desk.
Braun & Oral-B: IoT electric toothbrush
*https://www.fastcodesign.com/3060197/how-two-industrial-design-titans-are-helping-brands-simplify-tech
Initial brief: data-tracking tool What designers found out: a toothbrush is already loaded with guilt, that you’re not doing it properly or enough. Solution: electric toothbrush with two features - charging the toothbrush through USB hookup and ordering replacement heads - an app that the toothbrush connects to via Bluetooth.
Design-thinking process
workshop(s)
workshop(s)
journey(s)
format)
product
Product launch
Design-thinking process
workshop(s)
workshop(s)
journey(s)
format)
product
Product launch UX testing
Why design-thinking?
Design thinking enables:
needs – minimizing error cost;
users are simpler compared to initial assumptions;