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Overview Design Thinking with The Avoca Group
Transcript of Overview Design Thinking with The Avoca Group
“No problem can be solved from the same level of consciousness that created it.”
– Albert Einstein
“Design thinking is an approach to problem solving that yields better, more innovative solutions...Design thinking is about accelerating innovation…
It starts with people – what we call human centered design – and applies the creative tools of design, like story-telling, prototyping and experimentation to deliver new breakthrough innovations.”
- Tim Brown, CEO of IDEO
Design thinking is output agnostic.
What does design thinking do for you?
Provide a framework and tools to help improve the patient experience in clinical trials
Connect with patients and stakeholders more deeply
Transform data and insights into actionable ideas
Utilize a data-driven approach to designing higher quality protocols
Create clinical trial processes and tools that lead to greater efficiency and higher quality through a human-centric approach
Letting go is a critical skill.
“Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.”
– Eero Saarinen, Architect
Deadlines = discipline
“The best way to have a good idea is to have lots of ideas.” – Linus Pauling
2. Encourage wild ideas
Things to achieve in a good brainstorming session:
Pacing – keep it moving to go for volume
Document – keep it concrete by using post-its
Sketches – keep it conceptual by sketching
Constraint-free thinking - let go of known limits
"Fail forward fast."
Experiments and prototypes close the experience gap.
Keep ideas alive
Answer specific questions
Meaningfully evolve ideas
Rank experiments on these criteria -
is your experiment Low Risk (is it a safe audience, low cost?);
is it Quick and Easy, (can you run it in less than an hour?);
and, is it Generative (this is important - is your experiment on target to evolve your idea, rather than challenge it?)
$100 / 1 hour / Evolution
are not slogans, mission statements, or solutions
Think globally. Act Locally
are authentic, non-obvious, and revealing
By employing design thinking in the context of a project it forces the articulation of a clear goal at the outset.
Milestones = evaluation
Review = redirection
1. Defer judgment
4. Stay focused on the topic
3. Build on the ideas of others
6. One conversation at a time
5. Be visual
7. Go for quantity
What questions do you have?
Design Thinking -
Are patients the only stakeholders in the clinical trials process that design thinking approaches should be used for?
Which users/stakeholders should be our focus?
How do we make our focus broad enough?
How do we ensure the focus is not too broad?
Consider the magic question: "How might we...?"
What needs and problems do we observe?
What observational research tools and techniques can we use in clinical research to acquire observational data?
What are the underlying causes of what we observe?
What systems are in play?
How close are we to understanding experiences?
What surprising patterns or themes emerge as we review the observed data?
Why are people behaving in particular ways under specific conditions?
What were the presenting needs?
What are the differences in actual needs between different potential stakeholders?
How can we reframe the original design challenge to focus on user needs?
What opportunity space is available to us?
Frame using "How might we...?"
Who should be involved in brainstorming?
Are our ideas inspirational?
Are our ideas connected to the needs and problems we observed?
Are our ideas relevant to the Opportunity we framed via the "HMW?"
"But we're ‘
’-steps away from the patient/customer!"
Let go of known constraints:
regulation, money, resources, etc.