Design Thinking

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Design Thinking 设计思维

Manwen Ivy Guo Stanford University

@PKU Summer 2013


Manwen Guo “Ivy” 郭曼文

Learning, Design, & Technology 教育科技

GSE Stanford University 2014









TINA SEELIG

TERRY WINOGRAD

DAVID KELLEY

PERRY KLEBAHN

KARIN FORSSELL

JULIAN GORODSKY





如何培养创意自信 David Kelley: How to build your creative confidence


What is Design Thinking?

- Tool & Thinking Mode 工具 & 思维方式

Method Process Guide

方法 过程 引导

Human-centered Fast prototyping Iterative 以人为本

快速原型

多次加工


Design Thinking 设计思维 Empathize: understanding the needs of those you are designing for. 感同:了解明白在为谁而设计以及需求

Define: framing problems as opportunities for creative solutions. 定义:化问题为机会 Ideate: generating a range of possible solutions. 动思:产生概念想法

Prototype: communicating the core elements of solutions to others. 原型:交流沟通解决方案的中心构思 Test: learning what works and doesn’t work to improve solutions. 测试:去粗取精不断改进


When and Why? Design Thinking is when you are looking for a more creative approach -Abductive reasoning: inference from best available explanation

创新思维新法 - 溯因推理

Design Project – Structured procedures In Life – “Try fast and fail fast” 产品设计:有法可循 生活:不断尝试


How? - 5 Steps Linear? 并非线性

Not necessarily

>


Human-centered Fast prototyping Iterative 以人为本

快速原型

多次加工


Any question?



WHAT is the

mode?

Empathy is the foundation of a human-centered design process

-  Observe View users and their behavior in the context of their lives

-  Engage Interact with and interview users through both scheduled and short ‘intercept’ encounters

-  Immerse Experience what your user experiences


Observe! Give them what they need, not what they want Pay attention to emotional touches Record it!

What

How

Why


Short Clips 100 Photos


Interview!


Explore your partner’s interest AND Go deep! (5 min each person)

-  -  -  -  -  -  -

Prepare yourself Introduction Kickoff Build Trust Grand Tour Reflection Wrap-Up


Artifacts Short Clips



WHAT is the

mode?

unpack and synthesize your empathy findings into compelling needs and insights, and scope a specific and meaningful challenge

- POV Point of View. Provides focus and frames the problem Inspires your team

- How Might We


POV User + Need + Insight = Point of View (who) NEEDS TO (verb) B/C (insight) -  Saturation Put up post-its, pictures and other artifacts that express the stories you heard and saw in your observations

-  Mapping Lay out maps of relevant places or times that you can identify the stories with. E.g. Empathy Map.

-  Grouping Find common themes among your stories


How Might We Smaller actionable pieces



WHAT is the

mode?

Ideate is the mode during your design process in which you focus on idea generation

- Brainstorming The intention of brainstorming is to leverage the collective thinking of the group, by engaging with each other, listening, and building on other ideas.


Brainstorming RULES - Defer judgment - Encourage wild ideas - Build on the ideas of others - Go for volume - One conversation at a time - Headline





-  -  -  -

Prepare yourself Write fast & be visual Use humor and be playful Monitor and lead the productivity of the brainstorm -  Know when to stop



WHAT is the

mode?

Prototyping is getting ideas and explorations out of your head and into the physical world

- Empathy gaining deepen your understanding of the design space and your user, even at a pre-solution phase of your project

- Exploration - Testing - Inspiration Inspire others (teammates, clients, customers, investors) by showing your vision




Prototyping for Elmo's Monster Maker iPhone App

Keynote prototype



WHAT is the

mode?

Testing is the chance to refine our solutions and make them better

-  Refine prototypes and solutions -  Learn more about users -  Test and refine POV




Reflection! -  I LIKE -  I WISH -  WHAT IF



Nolan's Cheddar Commercial Mouse


Thank You! Manwen Ivy Guo ivyguo@stanford.edu Stanford University

@PKU Summer 2013


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