Design Thinking, Hyper Island handout Les Munk

Design Thinking
— Hand-out
© LES-Munk for Hyper Island
August 2013
Contact: info@LES-Munk.com
http://www.facebook.com/LESplusMunk
LES-Munk! Creating Commercial Change! 1!

09:30-09:45 ! !Welcome & introduction to program!
!
09:45-10:15 ! !Design Thinking & User Involvement!
!
10:15-11:00 ! !Intro to Design Challenge, Planning
! ! !Tool & Empathic Research!
!
11.00-12.00 ! !Exercise 1: Conducting research!
!
12.00-13.00 ! !Lunch!
13:00-13:45 ! !Exercise 2: Storytelling – organizing
! ! !user data!
!
13:45-14:45 ! !Exercise 3: Analysis – turning !
! ! !observation into user insights!
!
14:45-15:15 ! !Exercise 4: Synthesis – turning user
! ! !needs into How Might We questions!
!
15:15-15:45 ! !Presentations!
!
15:45-16:00 ! !Q&A!
!
16:00- ! ! !Goodbye!
Program!

DESIGN THINKING!
Introduction!

[divergent &
convergent thinking]!
[convergent thinking]!
[divergent thinking]!
[convergent thinking]!
The Design Thinking Process!

DIVERGENT OR CONVERGENT USER
INVOLVEMENT!
Introduction!

User Types!
Divergent Research Potential!
Convergent Research Potential!
Extreme!
Users!
Lead Users!
Loyal Users!
Regular Users! 4. Test new experiences!
3. Co-create new concepts!
2. Explore new ideas!
1. Identify new opportunities!
User involvement and innovation intent!

DESIGN CHALLENGE!
What you will be working on!

How Might We improve
beach life with new
portable experiences?!

RESEARCH PREPARATION!
Time to get hands on!

Planning!
Deliverables – what do we want
to accomplish?!
•  Identify opportunities for new
portable experiences that
improve beach life!
!
[Fill in more deliverables]!
Objectives – what do we need
to ﬁnd out?!
•  To understand peopleʼs
everyday life and beach life!
•  To understand motivations and
barriers in terms of beach life !
!
[Fill in more objectives]!

Planning!
People – what users would be
relevant to involve?!
•  Regular users!
•  Loyal users!
!
[Team will interview each other]!
!
Primary methodologies – What
users would be relevant to
involve?!
•  The Ethnographic Interview
(Mix of Grand & Small Tour
questions)!
•  Documentation – smartphone
and note taking!

Planning!
Responsibilities:!
• !Interviewer:!
!
!
• !Note taker(s):!
!
!
• !Observer(s):!
!
Tips & Tricks!
•  Start broad ﬁnish deep. Be naïve to
rediscover the world!
•  Always ask open-ended questions!
•  Ask 5 whyʼs to really understand what drives
their behaviour !
•  Defer judgment at all times!
•  Get people to show you what they are
talking about!
•  Remember to capture quotes and photos!

Planning!
Interview Introductions!
Tell the interviewee who you are and
what the agenda is …!
!
[The facilitator introduces team
(interviewer, note taker, photos/video)]!
!
“We are not here to test anything today
but to get your input and thoughts. You
are the expert and we want your
personal opinion”!
“There are no right or wrong answers so
please be honest and tell us what you
think at all times”!
!
“We would like to ﬁlm the session. The
only reason for this is that it helps us to
remember what you have said. The data
will not be spread in any other way.”!

INTERVIEW GUIDE!
Outline!

Grand Tour Questions …!
[Horizontal research questions]!
!
Useful for outlining ʻthe user
experience landscapeʼ!
“Please, tell us a little about yourself
(Age/Children/Occupation/Housing/
Hobbies) … ”!
!
“Tell me about last time time you went to
the beach … “!

Small Tour Questions …!
[Vertical research questions]!
!
Useful to gain deep
understanding of the ʻthe user
experience landscapeʼ!
[Fill in more relevant Small Tour
questions]!
“Why do you go to the beach?”!
!
“How do you prepare for the beach?”!
!
“What do you bring to the beach?”!
!
“What do you do at the beach?” !
!
“What is the best thing about the beach
and why?”!
!
“What is the worse things about the
beach and why?”!

CONDUCTING RESEARCH!
11:00-12:00 exercise 1 !

Exercise 1!
In your groups [50 minutes]!
Brieﬂy discuss the design challenge:
How Might We improve beach life with
new portable experiences?!
!
Hand-out: Quickly, read through the
planning tool and interview guide and
add more relevant questions!
!
Assign roles: Get in pairs of two
(interviewer/note taker &
interviewee)!
!
Hand-out: Apply the pre-cooked
interview guide to conduct your
interviews!

STORYTELLING!
13:00-13:45 exercise 2!

[What is going on in
peopleʼs everyday life?]!
[What general story
themes emerge?]!
[What are the drivers and
motivations behind these
themes?]!
[What is the key principle from
all the story themes that can
inspire the innovation intent?]!
The difference between
observations and insights!

Exercise 2.0!
Sharing stories [20 minutes]!
To build empathy and cultural context
take turns sharing the stories you ﬁnd
the most inspiring from your interviews!
Capture the most inspiring stories on
sticky notes!
Try to ask yourself: !
What is going on in the userʼs everyday
beach life?!
Avoid!
•  Generalisations!
•  To take things for granted!
•  Defer judgement!
•  Going into solution mode!

Exercise 2.1!
Pattern recognition [15 minutes]!
Go through all the stories from your
interviews and cluster them into
overarching themes!
Use a sticky note to name each theme!
Try to ask yourself:!
What general story themes emerge?!

Case: Helping the travel agency 65 !
understand the future needs of their guests!
[Paragraph – user stories]!
Retired people may have great savings but as life
expectancy has gone up they do not know how
long their personal funds will have to last. Student
backpackers have limited resources as they are
still in school. As both retired people and student
backpackers cannot claim their social identity
through their profession travelling to exotic
destinations is often used to articulate who they
are. !
!
[Quote(s) and image(s) – contextualising
insight in real people]!
!
”[By visiting new destinations] I can tell other
people I have been to places and seen things
other people havenʼt”!
- Male guest, 64!

ANALYSIS!
13:45-14:45 exercise 3!

Exercise 3.0!
Extraction [30 minutes]!
Pick the overarching story theme you
ﬁnd the most relevant and interesting!
!
Try to ask yourself: !
What story theme can help solve your
design challenge?!
Avoid!
“If I had asked people what they wanted,
they would have said faster horses.”!
- Henry Ford!
!
!
!

Exercise 3.1!
Messaging [20 minutes]!
Think about the user motivations and
needs behind the overarching story
theme !
!
Rephrase the theme into a headline that
communicates the essence of your user
insight!
Try to ask yourself:!
What is the key user need from the
interviews that can inspire your design
challenge?!

[Headline – key message]!
Getting my Narrative together, again!!
!
[Description]!
As people retire from their jobs they
articulate their social status through
where they have travelled to, hobbies,
and the success of their children and
grandchildren!

SYNTHESIS!
14:45-15:15 exercise 4!

Exercise 4.0!
To turn insights into opportunities for
innovation we apply the constructive
phrase:!
How Might We …!
!
The good How Might We question!
•  Is phrased in a regular and
understandable way (no geeky slang
or technical terms e.g.)!
•  Is phrased in a constructive way and
allows you to explore new and
different aspects of problems or
frustrations!
•  Is phrased speciﬁc enough to inspire
concrete ideas/solutions to problems
or frustrations!

Example: Too abstract and ambitious!
HMW give our guests more social
identity?!

Example: Too speciﬁc and solution oriented!
HMW give our guests Discovery
Channel to inspire their personal
stories?!

Example: The right level of inspiration and ambition!
HMW help our guests to be the
ones with the best travel tales from
around the world?!

[Headline – key message]!
!
[Description]!
As people retire from their jobs they articulate
their social status through where they have
travelled to, hobbies, and the success of their
children and grandchildren!
!
[Sub headlines – research themes]!
Retired people have a lot in common with student
backpackers!
[Paragraph – user stories]!
Retired people may have great savings but as life
expectancy has gone up they do not know how
long their personal funds will have to last. Student
backpackers have limited resources as they are
still in school. As both retired people and student
backpackers cannot claim their social identity
through their profession travelling to exotic
destinations is often used to articulate who they
are.!
!
[Quote(s) and image(s) – contextualising
insight in real people]!
!
”[By visiting new destinations] I can tell other
people I have been to places and seen things
other people havenʼt”!
- Male guest, 64!

34
[Key HMW(s) for ideation session]!
How might we [travel agency] help our
guests to be the ones with the best
travel tales from around the world?!

[Name of opportunity]!
Personal Narratives!
!
[Description]!
For retired people ending a long career often
feels like losing a limp forcing them to embark on
a personal journey to redeﬁne and rediscover
who they are!
!
[Insight(s) that led to opportunity]!
!
How might we [travel agency] help our guests to have the best
travel tales from around the world?!

Exercise 4.0!
Generating HMWs [20 minutes]!
Begin the session by presenting your
chosen user insight and speciﬁc key
stories to immerse the group into the
research!
Now it is time for the group to rephrase
the user insights into as many ʻHow
Might We questionsʼ as possible,
addressing the needs of the users while
capturing new brainstorm questions to
solve your design challenge!
Filter the top-10 best HMW questions
according how well they will solve your
design challenge …!

15:15-15:45 presentations !
How Might We improve
beach life with new
portable experiences?!
!
[Name of opportunity] !
[Description] !
!
[Insight(s) that led to opportunity]!
!

Design Thinking, Hyper Island handout Les Munk

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