Design Thinking. What is all the fuss about? Paul Hawking Victoria University. SAUG Canberra Conference Hyatt Hotel, Canberra.

Transcription

1 SAUG Canberra Conference Hyatt Hotel, Canberra Design Thinking March 2014 What is all the fuss about? Paul Hawking Victoria University

2 Everybody is talking about it A developer needs to be curious and also develop empathy for end users

3 Design Thinking is not new

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5 Technology Priorities Rank Top 10 CIO s Technology Priorities Business Intelligence applications 2 Enterprise Applications (ERP, CRM etc) 3 Legacy modernisation 4 Networking, voice and data communications 5 Server and storage technologies (virtualisation) 6 Security technologies 7 Service Oriented Architecture 8 Technical infrastructure management 9 Document management 10 Collaboration technologies Top 10 CIO s Technology Priorities 2013 Analytics and Business intelligence Mobile technologies Cloud computing (SaaS, Iaas, Paas) Collaboration technologies (workflow) Legacy modernisation IT management Customer Relationship Management (CRM) Virtualisation Security ERP Applications Gartner

6 Integrate Optimise Informate

7 Integrate Innovation Informate Optimise

8 The Goal of Design Thinking is Innovation 1 Exceptional Idea 10 Great Ideas 100 Good Ideas 1,000 Ideas

9 What is Design Thinking? Design Thinking is an approach to innovation. It lets us discover opportunities, inspire potentials, and create successful solutions that meet human needs, add business value, and are technically feasible. Design Thinking Community. An approach to solving design problems by understanding users needs and developing insights to solve those needs.

10 Differnet Approach Business Thinking Business schools tend to focus on Inductive thinking (based on directly observable facts) and Deductive thinking (logic and analysis, typically based on evidence) Design Thinking Design schools emphasize Abductive thinking (imagining what could be possible). This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them. Proctor & Gamble CEO A. G. Lafley Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week

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12 Design Thinking Focus Human Centred innovation Focus on people/customers and their NEEDS not on specific technologies or other conditions Innovating at the intersection of BUSINESS, TECHNOLOGY and PEOPLE The USER is the one who to decide if a product or service should exist or be established

13 Business Viability Design Thinking People Desirability Technology Feasibility

14 Goal > Solution through rapid prototyping

15 Design Thinking Process

16 Design Thinking Pillars

17 INTERDISCIPLINARY TEAMS of T-shaped people.

18 Team composition Multi-disciplinary teams in a Design Thinking Workshop consist of 4 to 6 participants in each team, e.g.: (Lead / Team Coordinator): Business, Process or Project Management background Technology (non-it) background Technology (IT) background Applications, Mobile, Analytics, Web etc Sociology, Psychology, Anthropology background Human Resources, Marketing, Controlling background

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20 THE DESIGN THINKING APPROACH SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE Problem Definition Project Plan Data Insights Design Principles Ideas Concepts Prototypes

21 Scoping SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE What are you trying to achieve? Identifying the right challenge to solve Quick research to gain common understanding of challenge Identify stakeholders Plan project based on the phases of the Design Thinking approach

22 360 0 Research SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE Research, Discover, Explore and Capture Understand user s/stakeholder s expectations and motivations (insight & empathy) Gather market information Research analogous situations Caution; say do think feel

23 Synthesis SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE Understand and gain insights Storytelling Capturing key points Clustering and prioritization Identifying needs and motivations Creating personas or points of view

24 Synthesis - POV Coming up with a POV POV = User + Need + Insight The Point of View is one sentence that creates an image in your mind. Based on an understanding of a user group and an insight into a specific need, it narrows the focus and makes the problem specific. Point of View Template: [Attributed user] needs (to) [Position] because [Insight] Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan.

25 Ideate SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE Ideation Brainstorm ideas to generate as many ideas as possible Cluster your ideas Prioritize ideas for the upcoming prototyping phase Moves from problem space to solution space

26 Prototype SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE First step to actually feel an idea Aims to develop quick prototypes for the user to play with Show the solution through the User s eyes Use role play storyboards Fail early and Fail often Develop low and high fidelity prototypes

27 Validate SCOPING 360 RESEARCH SYNTHESIS IDEATE PROTOTYPE VALIDATE Get feedback from end users Checking feasibility of ideas with stakeholders Gathers feedback on concepts and prototypes Checks feasibility, viability, and desirability with users Incorporates feedback and iterates the prototype

28 Summary

29 Paul Hawking SAP Academic Programs Director Associate Professor Information systems Discipline College of Business Telephone: #SAPVU