Business Origami - UX Week 2011 Workshop

Business Origami
Paper Prototyping for Service & Systems Design
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6)72"*$89:";)"*&"$
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CENTRE FOR CITIZEN EXPERIENCE

Business Origami Session


Our Agenda Today
Time Content/Activity Format

0900-0915 Introductions, Ground Rules, Session Expectations Presentation and Discussion

0915-0930 Service Design Concepts & Vocabulary Presentation and Discussion

0930-1000 Business Origami Introduction & Elements Presentation and Discussion
Planning a Business Origami Workshop

1000-1030 Example Case Introduction, Origami Exercise Setup & Start Hands-on Exercise

1030-1100 Morning Break --

1100-1130 Current State Completion & Sharing Hands-on Exercise

1130-1200 Future State Exploration & Sharing Hands-On Exercise

1200-1230 Origami Analysis, Outputs, Q&A Presentation & DIscussion

1230 Lunch --


Welcome and Introductions
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OK, NOW IT’S
YOUR TURN…

@KA>$

SERVICE DESIGN:
GETTING ON THE
SAME PAGE

WHAT IF I DON’T GET TO DO
THIS STUFF IN MY DAY JOB?
SHOULD I EVEN CARE? OR
SHOULD I TRY TO SNEAK INTO
LUKE W’S SESSION?

SERVICES

http://www.flickr.com/photos/childofwar


PEOPLE

http://www.flickr.com/photos/procsilas


CHANNELS

http://www.flickr.com/photos/eridius/


TOUCHPOINTS

www.flickr.com/photos/epsos


INTERACTIONS

http://www.flickr.com/photos/dm-set


DEFINING MOMENTS

http://www.flickr.com/photos/adrianclarkmbbs


EXPERIENCES

http://www.flickr.com/photos/justmeandthemoon


SERVICE DESIGN
VOCABULARY

FRONT STAGE


BACKSTAGE


SUPPORT


EVIDENCE (CUES, AFFORDANCES)


SERVICE DESIGN
PROCESS

Diverge & Converge


THE DOUBLE DIAMOND follow @designcouncil
!"#$%&'( !')"*' !'#"+* !'&',%-

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SOME
SERVICE DESIGN
METHODS

FIELD RESEARCH


CODESIGN


STORYTELLING

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VISUAL THINKING


Journey Mapping


Filling out the student journey


Service Blueprint
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Swimlanes

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SKETCHING

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PROTOTYPING+MODELING


How do we sketch or
protoype a service?

Concept Video follow @adaptivepath

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3D Rendering

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Bodystorming / Improv / Roleplay
L!2&;9-M*/032N8&;3/-

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Toy Models or Walkthroughs @brycej

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Lego Serious Play ™

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Engine Service Design follow @hereAtEngine

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Sarah Drummond, Snook follow @rufflemuffin

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@KS@$

BUSINESS ORIGAMI

Paper prototyping for systems design


Weatherhead at Case Western

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Hitachi Design Center

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WHY BUSINESS
ORIGAMI?

Creating a shared vision
• Everyone can participate*
• It’s tangible and concrete
• It’s low fidelity
* I have yet to run a remote origami session.


Business Value is Explicit
Value Centered Design


Great at modeling multi-channel
• Works for service design
• Also works for any systems design
with many moving pieces: Twitter,
Facebook, other APIs, mobile, etc.


Integrating with your current design toolkit

Where does this fit?

Back to the Double Diamond
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6F((5IF;57U"$6FJ"#)<*$ T"1$Z"#F';&"#$ Z"R*"$TF('7F*#$ 3F&'."*1$TF('7F*#$

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BUSINESS
ORIGAMI
ELEMENTS

PEOPLE
PLACES
TOOLS
TIME

BUSINESS ORIGAMI CREATES A
MINIATURE MOVIE SET, WITH PROPS
AND ACTORS TO TELL STORIES


The Elements
•  The Canvas
•  Areas
•  People
•  Things
•  Places
•  Clouds
•  Actions
•  Flow
•  Value Exchange


The Canvas
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Areas
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5#$5*F1G";$5;"5_$


People
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;":;"#"*1"J$5#$)*J)U)J'5(#$
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<;F':#$5;"$1FF$U5<'"_$


Things
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1G"$#"1?$#'&G$5#$5$#";U)&"$
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Places
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Clouds
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#1":#$F;$"("."*1#$FO$1G"$&(F'J_$
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Actions
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Flow
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1G;F'<G$1G"$#1F;)"#$F;$#&"*5;)F#$
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:"F:("$HGF$U)"H$1G"$&5*U5#$(51";$
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(F'J_$Q(FH$'#'5((N$&F."#$5i";$1G"$
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#1F;N]J":"*J"*1_$
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Value Exchange
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)*&('J"$R*5*&)5($F;$#F&)5($
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TIP:
FIDELITY VS. GENERALIZATION


LET’S BUILD A
QUICK MODEL
ON SCREEN

PLANNING A
BUSINESS
ORIGAMI SESSION

The Steps in the Process
•  Prep
•  Materials
•  Design the Brief
•  Assemble the Team
•  Setup
•  Workshop(s)
•  Document


Prep


Materials
• Business Origami Cutouts
(~1 set per group per canvas)
•  Whiteboards, Dry Erase Sheets, or Plotted &
Laminated Canvas (1 set per group)
•  Dry Erase Markers (2+ colors, several per group)
•  Tape & Scissors (1 per group)
•  Digital Camera


Design the Brief
• Exploratory vs. Structured
• Current vs. Future
• Experimentation vs. Validation
• Shared Vision vs. Concrete
Requirements

What are your goals?
!"#$%&'( !')"*' !'#"+* !'&',%-


Assemble the Team
•  Who should be there?
•  How many groups?
– How many facilitators?
•  Scaling to large groups
•  Include the brief with the invitation so the people
have the right expectations for the session.


Room Setup
• Round Tables work best
• Audio for large workshops
• Decent lighting


Workshop(s)
•  Introductions
•  Assign Groups if needed
•  Share the Brief, emphasize value exchange
•  Encourage action vs. simply talking in your groups. People
will often prefer to talk, help them break inertia by
encouraging them to demonstrate their point with the
origami pieces.
•  Capture and Next Steps


Capture & Document
• Tape & keep the canvas
• Capture Ideas Generated in a
Separate template
• Photographs, video, diagrams
• Fuel Other Deliverables

EXERCISE:
A@@@$

IMPROVING
AIR TRAVEL

Meet your latest client!

!"#$%"&

aerojet project outline + key challenges

Current Project:
As part of the quality improvement team, you are tasked to come up
with a strategy to improve the bottom line as well as the overall
Aerojet Guest experience.

["N$&';;"*1$&G5(("*<"#a$
A_ Q'"($&F#1#$5*J$W"91]X"*$5);&;5i#$H)1G$I"`";$O'"($"k&)"*&)"#$
=_ T"5#F*5($J".5*J$c'&1'57F*#$lG)<G"#1$)*$mSn$
S_ /(1";*57U"$;"U"*'"$&G5**"(#$l"_<_?$/";F-"1$o5&57F*#n$
e_ 6F*1;F($&F#1#$IN$)*&;"5#)*<$Y;FJ'&7U)1N$5*J$8k&)"*&N$l5);&;5i$'7()257F*n$
>_ P*&;"5#)*<$(5*J)*<$O""#$
L_ 8.:(FN""$&F.:"*#57F*$5*J$5I)()1N$1F$&GFF#"$)*&"*7U"$F:7F*#$$
p_ Z"J'&"$T5("#$5*J$%5;E"7*<$&F#1#$
q_ /((F&57*<$&5:5&)1N$1F$0F;F*1F$1;5U"($.5;E"1$
K_ ^"##$7."$H5)7*<$F*$15;.5&$H5)7*<$OF;$15E"Ff$
A@_ $T:"&)R&$&G5(("*<"#$O5&"J$INa$I'#)*"##$1;5U"(";#?$NF'*<$O5.)()"#?$5*J$;"7;""#$

Y5<"$K=$

aerojet personas

Winston Roberts Megan O Reilly Frank Kovarick
Business Traveler Young stay at home mom Semi-retired energy consultant
42 years old 25 years old 67 years old
Auto Trader & Sales Has 3 month old baby Avid Golfer

Y5<"$KS$

USE BUSINESS
ORIGAMI TO SHOW
HOW THINGS WORK
TODAY

TIP:
LISTING VS. PLACING ELEMENTS


Air Travel Model
PLAN PREPARE TRAVEL PARTICIPATE RETURN


Air Travel Experience Elements
• 3"&)J"$1F$1;5U"($ Sleep
• 6GFF#"$(F&57F*$ Service
• 6GFF#"$J51"$ Bathroom
• T"5;&G$5);()*"$b$c)<G1#$ Chasing kids /Calming kids
• 6F.:5;"$ Descent
• Y';&G5#"$ Buckle Up
• %5E"$5;;5*<"."*1#$51$J"#7*57F*$ Landing
lGF1"($b$&5;$b$#&G"J'("n$ Pressure change
• Y5&E$ Taxi
• 0;5U"($3F&'."*1#$ Wait
• 6F*R;.$c)<G1$ Deplane
• X"1$1F$5);:F;1$ Get all carry on luggage
• 6G"&E$P*$ Get all family members
• 6G"&E$I5<#$ Exit skyway
• 6("5;$6'#1F.#$ Find baggage claim
• 6("5;$T"&';)1N$ Wait
• D5)1$OF;$IF5;J)*<$ Baggage
• MF5;J$ Customs
• Q)*J$T"51$ Find airport exit
• T1FH$&5;;N$F*$ Get transport
• Q()<G1$#5O"1N$ Wait
• 05E"Ff$ Load luggage
• Q(N)*<$ Load people
• P*$65I)*$8*1";15)*."*1$ Drive / Navigate
• %N$FH*$8*1";15)*."*1$ Arrive at destination
• DF;E$


A@S@$

BREAK

AAS@$

BACK FROM BREAK:
COMPLETE YOUR
MODELS

AAS@$

NOW EXPLORE HOW
THINGS COULD WORK
BETTER TOMORROW

SHARING MODELS

TIP:
USE STORYTELLING TO SHARE INSTEAD
OF JUST ITEMIZING THE ELEMENTS


A=@@$

DOCUMENTING AN
ORIGAMI SESSION

Documenting the Canvas
• Static: photos, Illustrator
• Dynamic: stop motion, video
• Photo Storyboard—sequence your
photos to tell your story


Multiple Canvases follow @nform

!"#$%%...+&'()*+,(*-


Harvesting Ideas


Fueling Other Deliverables
• Journey map$
• Service blueprint$
• Storyboard$
• Swimlanes$

DOCUMENT YOUR
MODEL

TALKING ABOUT
THIS WITH YOUR
BOSS OR TEAM?

EXTENDING
BUSINESS
ORIGAMI

TECHNICAL
SYSTEMS

STRATEGY &
POLICY

A=A>$

Q&A

Huge thanks to all who helped out.
•  jF'?$OF;$NF';$7."$5*J$5`"*7F*$1FJ5Nr$
•  s)15&G)$3"#)<*$6"*1";$OF;$1G"$."1GFJ$
•  %N$!5:5*"#"$O;)"*J$OF;$#G5;)*<$
•  Q;"J$6F((F:N$V$3)&E$M'&G5*5*$51$
D"51G";G"5J$T&GFF($FO$%5*5<"."*1$51$65#"$D"#1";*$
•  %N$&()"*1#?$OF;$1;N)*<$*"H$5::;F5&G"#$
•  X"*"$T.)1G$V$/..*"G$/2").$51$*QF;.$
•  6G;)#$s5..F*J]0G;5#GF;$51$Q'-)1#'$
•  35;;N($s'.:G;"N$51$3"(F)`"$
•  T5.5*1G5$T15;.";$5*J$F';$P/$T'..)1$HF;E#GF:$
5`"*J""#?$.N$65*'9$=@@K$5`"*J""#$


Stay in Touch!
Jess McMullin
Centre for Citizen Experience
citizenexperience.com
jess AT ctzn DOT ca
@jessmcmullin

Business Origami - UX Week 2011 Workshop

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