A significant investment 8 hours per month 15 people $150 per hour $18,000/month ($216,000/year)
IssuesRecycling problemsLittle preparationNo follow through
Human centered design methodStanford d.school – Adventures in Design ThinkingWhy sparkloft?
Design Thinking at Sparkloft
Design Thinking 101
Setting the StageBrainstorming is an… $13,500 monthly process …not an innovative strategyInnovation is key to being competitive
The Innovation Issue Let’s get social 800 million Facebook users 300 million Twitter users 80% of all Americans use Social Media 3.5 billion pieces of content shared daily on Facebook1.4 million new blog posts 35 hours of new video every minute Over $3 billion spent on advertising on social platforms Engagement and innovation are key
What is Design Thinking?Design Thinking (/dəˈzīn /ˈ / THiNGkiNG/) Design Thinking refers to the methods and processes forinvestigating ill-defined problems, acquiring information, analyzing knowledge, and positing solutions in the design and planning fields. As a style of thinking, it is generally considered the ability to combine empathy for the context of a problem, creativity in thegeneration of insights and solutions, and rationality to analyze and fit solutions to the context. Human Centered Design Method Visually Focused
EmpathizeEmpathy is the foundation of a human-centered design process.• Observe• Engage• ImmerseUnderstand the audience - the problems we are trying to solvearen’t our own.Find (or create if necessary) experiences to immerse yourself tobetter understand the situation that your users are in, and for whichyou are designing.How can we empathize with our clients since we don’t directlyinteract with the audience?
DefineDefine Goals• Develop a deeper understanding of your audience and design space• Come up with an actionable problem statement (your POV)Scope a specific/meaningful challenge by unpacking andsynthesizing empathy findings.Your POV needs to be a guiding statement that focuses on specificusers, needs and insights.The problem statement should inspire the team, provide a referencefor completion, fuel “how might we” statements, and not be allthings to all people.This should be the question posed to the team by the strategist.
IdeateTake the problem statement defined by the strategy team and startexploring solutions.Goal:Explore a wide solution space – develop many diverse ideas.“Flare” don’t focus.Create fluency (volume) and flexibility (variety) in your innovationoptions.Drive the team beyond obvious solutions in the initial small teambrainstorms – don’t feel like you have to develop the finalproduct/solution/strategy.
PrototypePrototyping is getting ideas and explorations out of your head andinto the physical world. The process allows you to quicklyinvestigate many possibilities. Prototypes are most successful whenyou can interact with or experience them.It could be a wall of post-it notes, a roll-playing activity, an objector even a storyboard.Bring prototypes to the big team meetings – something visual willhelp develop ideas into solutions.After an idea is presented – the team takes a few minutes to focusit.
TestRefine solutions and make them better. Place the ideas generatedin the context of the user’s life.Prototype as if you know your right, but test as if you know you’rewrong.The strategist should take ideas generated from the team and findways to test them with the client. What are some ways we can testsince we don’t always have direct access to our end users?
Brainstorming1. Pick a Facilitator – one person from the strategy team • Energy – keep the ideas flowing, tweak the scope • Constraints – add constraints to spark new ideas2. Flare - Focus 15-30 minutes of high engagement idea flaring • Quantity over quality • Headline! • Build on the ideas of others • Encourage wild ideas • Be visual • Stay on topic • Defer judgment – NO blocking3. Scribe – Write ALL ideas (use post-it-notes or a white board)4. Selection • Group ideas – some ideas might fit well with others to make a more complete thought. • Vote on the group’s favorite
TechniquesEmpathy Map• Helps synthesize your observations and draw out unexpected insights.• Unpack what your audience says, does, thinks and feels.• Identify Needs – the physical and emotional necessities.• Identifying Insights – something you could leverage to respond to challenges.
TechniquesComposite Character Profile• Can be used to bucket interesting observations into one specific recognizable character.• Group “typical” characteristics, trends and other patterns identified in the user group.• Give them a name!
TechniquesPowers of Ten• “What if we had more than a million dollar budget?”• “What if the budget was $0.25?”• Nationwide? Local? International?
Lets Try It!Problem Statement• Portland Perks • Develop ways to promote Perks in 2012. • Primary target audience: women 35-64 living in Washington (except SW region) (think Seattle) and BC, Canada (think Vancouver)Directions• 10 minutes: Write down as many ideas as possible (just headlines)• 20 minutes: Select your favorite, develop a pitch and a prototype• 5 minutes: Pitch it to the team