What is Design Thinking and Why Do Content Teams Need It?
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“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” — Tim Brown, President and CEO, IDEO Walk through the mindset, the process, and to how to leverage the design thinking methodology to create a content strategy that maximizes value and engagement for your audiences. This presentation was given at Information Development World on May 15, 2017 http://www.informationdevelopmentworld.com
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What is Design Thinking and Why Do Content Teams Need It?
- 1. What is Design Thinking and Why Do Content Teams Need it? Michelle Killebrew | May 15, 2017
- 2. Michelle Killebrew @shellkillebrew Chief Marketing Officer, Nomiku Marketing Maven (B2B & B2C) Digital Transformation Marketing Technologist
- 4. Design thinking is an essential tool for simplifying and humanizing.
- 5. IDEO: Why Design Thinking? What? Design Thinking is a methodology for creating or improving products, services and experiences grounded by the needs of the user rather than the whims of the creator. Developed by IDEO, taught at the Stanford d.school. Who? IDEO, GE, IBM, Capital One, Fidelity, Intuit, SAP, Liberty Mutual, Lego, Con Agra, Lowes Hardware, AirBnB, YOU! Why? Empathy drives innovation. Source: IDEO
- 7. A Framework for Design Thinking Continuous improvement and optimization of the solution is a critical aspect for the success of Design Thinking.
- 8. 5 Common Steps for Design Thinking 1) Empathize – understand users 2) Define – problem 3) Ideate – solution 4) Prototype – build solution 5) Test – test and iterate Image: Datanami
- 10. • Research • Learn • Understand The audience for whom you are designing solutions for. Empathize Image: IBM Lab
- 11. Source: IDEO, Image: Ashesi Design Lab Clarify the problem, to understand what needs to be solved. From product to service, clarity on a problem is critical because it will lead to what IDEO refers to as the POV (Point of View) statement. Define
- 12. Image: IBM Lab
- 13. Source: IDEO, Image: Image: AdWeek • Brainstorm • Blue-sky ideas • Think ‘out of the box’ This helps reduce fear of failure in the participants and encourages input and participation from a wide variety of sources in the ideation phases. Ideate
- 14. Source: Cindy Royal, Image: Image: Altitude In • Getting ideas into the physical world • Allow people to interact • Evaluate multiple options • Fail quickly and cheaply Prototype
- 15. • Can be anything: • Wall of post-its • Role playing • Object Prototype • Interface • Storyboard Source: Cindy Royal, Image: GE Digital
- 16. Source: IDEO, Image: Image: AdWeek • Gain feedback on solutions • Refine solution • Learn more about users • Refine your POV Iterate. Iterate. Iterate. Test
- 20. Design39Campus
Editor's Notes
- “How might we statements” Frames the problem Inspires the team
- The phrase "thinking outside the box" has been coined to describe one goal of the brainstorming phase and is encouraged, since this can aid in the discovery of hidden elements and ambiguities in the situation and discovering potentially faulty assumptions.
- Be visual Defer judgement Encourage wild ideas Build on the ideas of others Go for quantity One conversation at a time Stay focused on topic Generate radical alternatives
- Image: http://www.altitudeinc.com/understanding-how-design-thinkers-think/
- Image: https://www.ge.com/digital/services/advisory-services Source: Design Thinking for Bienestar Coalition by Cindy Royal, https://www.slideshare.net/clroyal/design-thinking-for-bienestar-coalition
- Be visual Defer judgement Encourage wild ideas Build on the ideas of others Go for quantity One conversation at a time Stay focused on topic Generate radical alternatives