Small introduction to doing Design Thinking: User Interviews. Involves key DT ideas like Empathy and Brainstorming.

1. User Interviews
Wayne Pau, Emerging Technologies SAP
Mar28, 2013
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2. Introduction to User Interview
Using Design Thinking to Create Solutions
Wayne Pau, Emerging Technologies SAP
Feb 4, 2013 – MEIC’s Mobile Accelerator Programme – Workshop #6

3. My Apology Slide
“If I'm curt with you it's because time is a
factor. I think fast, I talk fast and I need you
guys to act fast if you wanna get out of this.
So, pretty please... with sugar on top…”
- Winston Wolfe (Pulp Fiction)
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4. Overall Agenda
1.
Empathy Basics
2.
Interview & Prep
3.
Collate & Process Data
4.
POV & Composites
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5. Empathy Basics

6. d.School Bootleg
http://dschool.stanford.edu/use-our-methods/
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7. Design Thinking Phase: Empathy
•
Core component of “Design Thinking”
•
Empathy via:
1. Observe
2. Engage
3. Immerse
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8. Why Empathy?
• Guide, Direct
Innovation
• Narrow/Refine
Target Users
• Mine for
Emotions and
Motivations
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9. Quick Video on Empathy
http://www.youtube.com/watch?v=cDDWvj_q-o8
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10. Interview & Prep

11. Preparing for Interview
•
Brainstorm Questions
•
Identify Focus, Theme & Order
•
Refine and Edit Questions:
•
Re-word Leading or Biased Questions
•
Expand Yes or No type-questions
•
Make vague questions more specific
•
Ensure you questions eliciting *FEELINGS*
•
Eliminate redundancy
•
Simplify questions, short as possible.
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12. Sample Questions
•
What was you last cellphone case?
•
Can you describe it?
•
Did you purchase it? How much did you pay?
•
How often do you use you cellphone case? Is it
always on your phone?
•
Why do you keep using your cellphone case?
•
Can you tell a story of when your were thankful you
had a cellphone case?
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13. Tips & Tricks
•
What makes a successful cellphone case?
•
A cellphone case need be black, right?
•
Let’s talk a cellphone case a friend has that you think you
might like…
•
On a scale of 1 to 10, how do you rate your current case?
•
Can you draw me what an ideal case would be?
•
If you just had $40 to buy a cellphone case because you
spent all the rest on apps and there was only 4 choices left
at the store in your budget which fix you phone but had
various materials and didn’t allow for…
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14. User Interview – Ideal Timeline
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)
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15. Collect & Review

16. Group Story Share
•
Catches up Team & distributes info FAST
•
Forces speaker to “process” observations
•
More evenly distributes input (Equal Voice)
•
Trigger collaborative & Additional Questions
•
Quickly remove duplicates
•
Quickly see patterns
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17. Inferred
I SAY…
• I DO…
• THINK…
• FEEL…
•
Observed
Empathy Map
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf)
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18. Brain Storming Rules
1.
One Conversation at a Time
2.
Go for Quantity
3.
Headline!
4.
Build on the ideas of Others
5.
Encourage “Wild Ideas”
6.
Be VISUAL…
7.
Stay on Topic
8.
Defer Judgment – No BLOCKING
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf)
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19. “Stickies” Grouping & Voting
•
Start to Group &
Categorize
•
Focus on Quantity and
Quality
•
Look for “Patterns”
•
Employ Group Voting
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20. POV and Composites

21. Composite Sketch
•
Semi-Fictional
•
Give them a Name, Age, Gender, etc
•
“Enough” detail for empathy
•
Get Team Buy-in for Target User
•
Initially *only* focus on Target User
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22. Point of View statements (POV) – Mad Lib
Isolate:
•
USER
• NEED
• INSIGHT
Into:
•
[USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]
“Semi-Pro Drummer needs portable, silent drum kit so he can
practice while travelling on business to keep up his skills.”
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23. Point of View statements (POV) – Wanted Ad
•
Think Craigslist or Kijiji
Drummer Wanted. Any skill level. (Newmarket)
Two guitarists seeking drummer with small portable kit for ambient space rock jamming/song-writing
collaboration.
We're both in our early 40's, pretty easy-going intermediate level players, hoping for about a session per
week in a moderate-volume home rehearsal setting in the Newmarket area.
Any skill and experience level, but must be comfortable with jamming and into being a part of a ground-up
creative process.
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24. How Might We (HMW)
•
Create a list of HMW based on POV
•
USER + NEED + INSIGHT
1.
How to create/produce lighter weight Drum
Stands?
2.
How to create portable/folding drum kits?
3.
How to create a quick set-up drum kit?
4.
How to reduce the volume of drum kit?
5.
….
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25. Wrap-Up Exercise
I Like…
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I Wish….
I Will…
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26. Thank you
Contact information:
Wayne Pau (wayne.pau@sap.com)
Emerging Technologies