From insight to idea, to implementation.
Design Thinking helps us create value-driven innovation.
Lean UX secures success through testing and iterations.
These key ingredients make up a winning combination.
From insight to idea, to implementation
Design Thinking & Lean UX
Grew up acting,
dancing & painting.
Studied business &
Desperately needed to
escape the midwest,
USA and find my roots
back in Norway.
Start working as a
graphic designer in
2005, and move to
Norway in 2006.
Spend the first 7 years
designing from the brief,
and the next 4 years
In short, design thinking converts needs into demand.
It’s a human-centered approach to problem solving that helps people and
organizations become more innovative and creative.
—Tim Brown, CEO IDEO
“Insight & analysis is half information and half inspiration.”
- Linda Halvorsen, BEKK
The prepared mind comes from insight
"After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is
a catalyst — a chance observation—which triggers the insights that build on each other. In this
mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at
the same time so that they can be combined in novel ways. When the combination happens, there
is a sequence of insights and then the Aha! experience of discovery."
- Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.
We need to put ourselves in other
people’s shoes. Truly understand
their needs and motivations.
Design Thinking = Co-creation
Design Thinking in practice
Experiences from Posten Norge
01.01.12 01.01.13 01.01.14 01.01.15 26.06.15
Registrations per year:
Letter sent to residents in Norway
Public Sector joins Digipost
UX FOKUSUX FOCUS
How do we create a two-way communication
system that puts our consumers in the drivers seat?
Why are we doing this = business goals.
Who will be impacted by it = actors.
What are the actor’s needs = impact.
What are the features that meet these needs = deliverables.
What an actor
wishes to accomplish
Digitalize papir mail
and increase digital
with my clients.
An interface that
allows me to
letters that can be
filled out by the
This is where Lean UX comes into the equation.
Primary goal: Create a two-way communication channel for sending and receiving sensitive information.
Login Compose Step 3 Step 4
Epic = high level user story
aka the voice of the human using your product
High level user story
Who: A doctor or small business owner
Compose a dynamic letter so that it can be
filled out by the recipient.
when you break
down the epic
Can write and stylize text
Can create a customized dynamic form module
Can upload their contacts
Can get a confirmation that the letter is sent
Ready to pull
DoingAnalysis Test Launch
0 3 6 9 12
5 tests lets you find almost as
many problems as you will find
using more test participants.
Source: Nielson Norman Group