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Design Thinking TUK 2011

Design Thinking Overview for the TUK Workshop 30.11 - 1.12 2011

Chris Peters

on 10 October 2013

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Transcript of Design Thinking TUK 2011

Chris Peters
1995, Msc. Industrial Design Engineering
1995, Msc. Information Science
Multimedia Designer (Souwuwat & Van Wees)
Consultant User Experience (Cap Gemini Ernst & Young)
Director Product Development (PackageX Inc.)
Freelancer / Owner (User Centric)
UX Designer (SAP AG)
Manager UX Concepts Team ByD (SAP AG)
Internal Strategy Consultant (SAP AG)
Competitor Research
Interview, Observe
360 Research
Collect Data Points
set-up validation sessions
capture feedback
incorporate feedback
iterate prototypes
check feasibility
Capture Data Points
Discover Themes
Find Insights
Personas / POV's
Design Principles
Generate Ideas
Prioritize Ideas
Org. Brainstorm
Design Concepts
Sketch Solutions
Check Feasibility
Prototype (Lo/Mid-Fi)
How Might We let the Cash and Liquidity Manager have an early lunch
User + Need + Insight
Cash Managers need to ensure the day to day liquidity of the company.

Due to lacking systems integration and low quality tools, they spend much of their time on this, even when their added value is in mid and long term planning and scenario analysis.
Cash Managers spend much of their time getting information together to manage the daily liquidity of a company
The added value of Cash Managers is in mid and long term liquidity planning and saveguarding the company against future risks
Head office cash managers often have difficulties in working together with their subsidiary counterparts
Subsidiaries see liquidty planning as an additional burden for the benefit of the head office
Short, mid, longterm and historical information is stored in many differenty places
Don't Waste my Time: eliminate manual steps in the data entry and collection process
I'm in control (1): give the head-office control over the planning proces
I'm in control (2): subsidiaries want to be able to "massage" the data before they send it to the head office
Motivate me to enter data: motivate subsidiaries to enter their data as timely and accurately as possible
Synthesis / Persona 30 Min.
Introduction to Design Thinking 30 Min.
Brainstorming Rules 15 Min.
Prototyping 15 Min.
Validation 15 min.
Share Observations, Make Knowledge Exlicit
Make Your Users Tangible
Capturing key points
Cluster and Prioritize Needs, Motivations and Opportunities
What clusters emerge from your data?
What themes can you derive from your data, based on clusters you identified?
What areas of opportunity can you identify?
Team:Assign a time for all speakers and discussions
Tell what you heard and observed form beginning to end: Set the stage, introduce the “actors”, tell the story, …
Try not to (mis)interpret or judge (Indicate it to youraudience, if you make assumption).
Try to note down all important details on post-it
Put one statement per post-it
Personas are fictional characters created to represent user types. They are useful in considering the goals, desires, and limitations of the users in order to help to guide design decisions. Personas put a personal human face on otherwise abstract data about customers (Grudin and Pruitt, 2002; Cooper, 1999) [http://en.wikipedia.org/wiki/Persona 11/2010]

Your persona description might include:
name and picture
demographics like age, education
needs and tasks
goals and aspirations
Identify Patterns, Needs and Opportunities
Cluster and Prioritize Needs, Motivations and Opportunities
A scenario is a story with a setting, actors who have goals, and a sequence of actions. [Carrol 2000]
Scenarios are widely used to understand different ways that future events might unfold. [http://en.wikipedia.org/wiki/Personas, 11/2009]
Scenarios are a natural element of persona-based design. [Grudin & Pruitt 2002]
Describe A Better Future
Generate A lot of Ideas
Capturing key points
Start the ideation on a “How might we…” question, referring to the point of view of your persona. The “How might we…” question should neither be too broad nor too narrow. Make sure you focus on your prioritized needs and insights.
Now Judge Your Ideas
Cluster Ideas
Select the Best Ones
Brainstorming is a structured method to come up with a lot of ideas.
Some of these may be good others bad, judging that is done after the workshop
The more ideas the better the chance that there are good ideas among them
How Might We ...

“How might we enable the Department Supervisor to balance on-shelf availability, bound capital and write-offs while taking care of her customers?”
It is not a theory, it is not something abstract. Prototypes may show what something looks or feels like, or how it operates. It is made to test other peoples’ reaction, and to help you learn and gain insights into what your ideas mean to the people you are designing for.
Why Prototype
Phyiscal Prototype
Dark Hores Prototype
Experiential Prototype
Critical Function Prototype
Product Vision
Types of Prototypes
SAP, Design Thinking, Lean and Scrum
Co-CEOs Jim Hagemann Snabe
"... Design Thinking can help SAP to build innovative products faster ..."

My View
Design Thinking is an innovation methodology which leads to more innovative product concepts in less time
SCRUM is project management methodology which leads to more efficient project execution and offers more transparancy about the project status.
LEAN is a management philosophy which helps organizations to succesively become more efficient.
about understanding
validating concepts
improving your designs

Iterating and refining an concept aims to validate it with users and to arrive at the best possible solution before starting production.

Which prototyping method is used to validate the solution depends on the project goal and the available team skills. Storyboards in combination with wireframes work well to model a holistic experience and to illustrate the benefits of the solution before it is actually produced.
Powerpoint mit Rollenspiel, was schief geht, und dann den Rules
Scope Iterations
Set Up Team and Project
Define the Challenge
Secondary Research
Identify Opportunities
Talk to Stakeholders
Development Team developed:
HANA Integration
SQL Scripts
Middle Tier
Set Up Validations
Capture Feedback
Perform Validations
Individually write down ideas on post-it's for 3 minutes
In turn put your post-it's on the wall and explain them
Others listen and write down additional ideas

In a second round you could take the best ideas of the other participants and try to improve them
HiFi Prototype
Field Research 30 Min.
Field Research = OBSERVING
Best Practices
Confidential Information
Confidential Information
Confidential Information
Full transcript