Hasso Plattner Terry Winograd Workshop on Design Thinking

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day One: The Big Picture February 2008

Reflections on April’s “Software Design Experiences” Class HPI D-School | February 2008 | 2

Learning Objectives Taking a holistic view, apply needfinding, analysis, synthesis, prototyping and presentation techniques to recommend a user-centric solution to the design challenge. § Practice analysis and process mapping based on primary and secondary research § Identify different user roles and how they might collaborate to address stakeholder needs § Synthesize insights and develop a POV § Ideate solutions to address key user needs § Take prototypes to the next level based on research findings § Present recommendations in a compelling, actionable way § Tie to current d. school class - “Design for Agile Aging” HPI D-School | February 2008 | 3

Deliverables for Friday èPersona èPOV èExperience design prototype èCompelling, actionable presentation HPI D-School | February 2008 | 4

Placeholder: Terry’s Big Picture Perspective Terry’s perspective on: • Design thinking Stanford context • What’s going on at the Stanford d. school, including “Experiences in Software design” and “Agile Aging” • Corporate Projects • Developing a common language for designers and developers HPI D-School | February 2008 | 5

Placeholder: Hasso’s Big Picture Perspective Hasso’s perspective on: • Design thinking - why the passion around this topic? • The challenge of heterogeneous teams • Developing a common language for designers and developers HPI D-School | February 2008 | 6

Design Challenge - Build on November Challenge Situation: You are part of a small software start-up company based in Potsdam. Your team has been hired by the government to design a solution to the following challenge: “How might we design a solution that enables the unemployed to successfully and sustainably re-integrate into the workforce? ” HPI D-School | February 2008 | 7

November Bootcamp Highlights HPI D-School | February 2008 | 8

Exercise Description èKey Takeaways: Taking a holistic view, learn basic principles of typing solutions to factual data, learn what a business process is, and how business processes inter-relate and function in a public service environment. § Identify different user roles and how they collaborate to solve a shared problem. § Following research, analysis and synthesis, students will develop persona, POV, and develop a high-level process diagram for a scenario they saw. desirable feasible HPI D-School | February 2008 | 9 viable

Business Process Example: Utility Billing Process Overall Process Deep Dive HPI D-School | February 2008 | 10

360 o View - Preparation èIntroduction to the 360 o View èWho is the client? èThe stakeholder map HPI D-School | February 2008 | 11

Stakeholder Map Person 7 x. Person 8 Informal lines of communication Person 9 = x Person 18 Person 2 Person 3 Person 10 AFFECTED STAKEHOLDERS Person 1 CLIENT Person 4 Person 11 Person 6 Person 12 = Person 5 Person 18 Person 17 PRO Person 15 Person 13 NEUTRAL SKEPTICAL Person 16 HPI D-School | February 2008 | 12 Person 14

360 o View - Use Multiple Perspectives to Solution Space & Requirements Unemployed Underemployed Employed (non-users) Government Volunteers Other AEIOU User & Customer research Ecosystem Government Agency Domains Organizational Structures Political Dynamics Other Competitive Forces? Corporate Perspective HPI D-School | February 2008 | 13 Technology Problem Space Informs Trends Envisioned Solution

Mind Map of Opportunity Areas for “Software Design Processes” Class Bus Routes Taxes Events Zoning Maps Access to Information Utilities Asset Repairs e-Government Services Citations Online Payment Citizen’s Portal Licenses Marriage Fees HPI D-School | February 2008 | 14 Applications & Request Voting Registration Pest Control Permits School Jobs

Get Smart Fast èWith your project team, discuss your 360 o view findings èDevelop a preliminary research plan, including who you will target, and what you want to learn and validate HPI D-School | February 2008 | 15

Stakeholder Deep Dive • As a team, decide which stakeholders you will go after • Divide up so you have at least one member traveling to the each key stakeholder discussion table • At each stakeholder table, brainstorm a research approach for tomorrow HPI D-School | February 2008 | 16

Logistics • • Take handout (map) - where to arrive by 8: 45 AM Protocol discussion Bring digital camera Supplies HPI D-School | February 2008 | 17

Daily Debrief I like… I wish… How to… HPI D-School | February 2008 | 18

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Two: Needfinding February 2008 HPI D-School | February 2008 | 19

Reflections / Overview of the Day HPI D-School | February 2008 | 20

Needfinding - Review: Observation Collect observations to ground your research. § Watch stakeholder behavior in context • From the vantage point of their natural habitat, watch what s/he does • Write down detailed observations o When you have a chance to speak with someone who demonstrates this behavior, ask him/her to explain what s/he was doing, step by step • Methods: o “hanging out” - spending time soaking in their environment o “sinking in” -take a Walk in subject’s shoes by assuming the role of the subject and performing a typical activity o Tourist: Ask for a tour from an insider o Paparazzi: observe and photograph (with permission as needed) HPI D-School | February 2008 | 21

Needfinding - Review: Interview Flow Most interviews follow this sequence: • Introduction • Kickoff • Build Rapport • Grand Tour • Reflection • Wrap-Up HPI D-School | February 2008 | 22

Needfinding - Review: The Anatomy of a Story Memorable stories typically embody this structure: Climax Denouement Rising Action Introduction HPI D-School | February 2008 | 23

Needfinding - Review: The Anatomy of an Interview The ethnographic interview generally shares this structure: Climax Denouement Grand Tour Reflection Rising Action Introduction Kickoff HPI D-School | February 2008 | 24 Build Rapport Wrap-up

Example: Coffee Drinking Introduction: “Hi, I’m a HPI D-School student studying coffee drinking. I’m interested in hearing about your experience with coffee. There are no right or wrong answers, I just want to hear what you have to say. ” Kick-off: “Do you drink coffee? ” Build rapport: “Did you have a coffee today? How was it? Do you have a favorite place to drink coffee? ” Grand Tour: “Can you describe your most memorable coffee experience? Why was it so unique? What happened? ” Reflection: “If you could change one thing about your coffee experience, what would it be? . ” HPI D-School | February 2008 | 25

Needfinding Best Practices è Protocol to follow with government officials è Ideas for collecting and organizing artifacts in the field è Mini synthesis techniques HPI D-School | February 2008 | 26

Needfinding Part I and II Government • Conduct observations • Interview officials • Understand resources available from government perspective Citizen • Conduct observations • Interview citizens • Understand resources available from citizen perspective HPI D-School | February 2008 | 27

Six Things to Remember When Observing What People Do HPI D-School | February 2008 | 28 From Software Design Experiences, Spring 2007

Mini Synthesis è Identify questions that worked particularly well è Discuss any surprises that should be checked with next set of research participants è Identify contradictions discovered between what is said vs. done (ideally from observing subject perform the activity) è è è Identify unarticulated needs, workarounds, manual processes Discuss how the work/environmental context impacts activities Review any artifacts collected Discuss observed patterns of interactions with other people, agencies, etc. Students an coaches collaborate to revise research guide/strategy and identify findings to be validated in Needfinding Part II (as needed) HPI D-School | February 2008 | 29

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Three: Analysis & Synthesis February 2008 HPI D-School | February 2008 | 30

Reflections / Overview of the Day HPI D-School | February 2008 | 31

Analysis: Determining Your Point of View Storytelling and Analysis èGoal: Identify the core problem(s), articulate insights èHow: Cluster observations and findings into themes èDefine persona, a Point of View and a scenario èRe-Frame by re-clustering data (or create duplicate Post-Its and arrange on another section of the wall) èDefine a different persona, Point of View and scenario HPI D-School | February 2008 | 32

Developing a Point of View What is a Point of View? Great ones can be compressed to fit on a bumper sticker. Points of view are built out of two things, an understanding of a user group (hopefully a unique empathic understanding) and insight into a need that group has. User + Need + Insight = Point of View HPI D-School | February 2008 | 33 From Design for Agile Aging, Winter 2008

How do You Develop a Point of View? è Saturation: Put up Post-Its and other artifacts to express what you heard and saw è Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc. è Grouping: Find common themes among your stories for groups of users è Mad Libs: Fill-in-the-blanks method to create a short, pithy expression that captures the main elements of your POV example: User + Need + Insight = Point of View Safety-concerned parent with toddlers (user) wants a shopping experience with active kids (need) who can be independent but always in sight (insight). HPI D-School | February 2008 | 34 From Design for Agile Aging, Winter 2008

Tips - Developing a Point of View Tips for Developing a Point of View è Focus on the stories that keep you up at night è If you’re stuck, extract a POV from your favorite idea. Then go further. Don’t worry about being sure it’s right. è Use empathetic language – see things from the user’s perspective è Go for meaning Focusing tools help you narrow your field of view. Flaring tools expand your field of view generating new concepts and frameworks that deepen your thinking HPI D-School | February 2008 | 35 From Design for Agile Aging, Winter 2008

Traps to Avoid when Developing a Point of View Traps to Avoid When Developing a Point of View èDon’t design for everyone èDon’t confuse solutions with needs èDon’t try to include all of your insights èDon’t be afraid to choose a POV before you are “ready” HPI D-School | February 2008 | 36 From Design for Agile Aging, Winter 2008

Synthesis: Identifying Key Themes and Design Requirements Synthesis èGoal: Identify patterns in wants, needs and motivations; Identify design requirements ad opportunity areas HPI D-School | February 2008 | 37

Analysis User Journey èGoal: Understand the complete experience èHow: Start with the experience you are considering (e. g. updating skills of the underemployed) èFrom the user’s point of view, mentally step back to the earliest stage of the process (e. g. visiting the agency, thinking about finding a job, being rejected by a potential employer, etc. ) èStep through each stage of the process, recording it in a flow diagram èAnalyze your diagram. What happens at each of these stages? Why? How do the stages interrelate? What opportunities areas do you see? HPI D-School | February 2008 | 38

Example: Movie-goer Experience User Journey: HPI D-School | February 2008 | 39 Vijay Kumar, Innovative Methods

Present POV for Feedback HPI D-School | February 2008 | 40

Idea Generating Insights Discussion may include: è Where good ideas come from, how to amass a lot of them, how to really reserve judgment, cultural factors and challenges. HPI D-School | February 2008 | 41

Brainstorming HPI D-School | February 2008 | 42

Wild Idea Sharing HPI D-School | February 2008 | 43

Logistics HPI D-School | February 2008 | 44

Daily Debrief I like… I wish… How to… HPI D-School | February 2008 | 45

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Four: Designing Compelling Prototypes February 2008 HPI D-School | February 2008 | 46

Reflections / Overview of the Day è è Overview of the day Challenges of creating compelling prototypes “Experience prototypes” Discuss group dynamics that typically occur during prototyping HPI D-School | February 2008 | 47

On Prototyping è Different types of prototypes è How ideas evolve & how to communicate them è What makes a prototype compelling? HPI D-School | February 2008 | 48

Collaborating on a Vision • Hasso talk on challenges in Designer / Developer communication HPI D-School | February 2008 | 49

Building Prototypes HPI D-School | February 2008 | 50

Logistics HPI D-School | February 2008 | 51

Daily Debrief I like… I wish… How to… HPI D-School | February 2008 | 52

Hasso Plattner / Terry Winograd Workshop on Design Thinking D-School Day Five: Delivering Compelling Presentations February 2008 HPI D-School | February 2008 | 53

Reflections / Overview of the Day è è Overview of the day Challenges of presenting Telling compelling stories Hasso talk about what makes a gripping, convincing presentation HPI D-School | February 2008 | 54

Developing and Validating Prototypes HPI D-School | February 2008 | 55

Presentations HPI D-School | February 2008 | 56

Presenting Results HPI D-School | February 2008 | 57

Daily Debrief I like… I wish… How to… HPI D-School | February 2008 | 58

Closing Remarks Terry and Hasso close session HPI D-School | February 2008 | 59