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Design the future of the Australian Web Industry with Design Thinking

Design the future of the Australian Web Industry.

This was a workshop for people to discover the experience of thinking strategical about your challenges or problem.

As part of the 2013 #EOTW (Edge of the Web) conference, AWIA, Brett Treasure, myself and the support of Saasu (who recently had breakthrough results with a design thinking innovation approach) took the opportunity to start a conversation with an audience of the web community to and collaborate on a mass scale about a key question:
"How can we best showcase the activities, skills and talents of web professionals?"
Targeting the theme areas recruitment, accreditation, training and lobbying with 100 people.

http://www.saasu.com/
http://eotw.com.au/#willdonovan


Conference workshop blurb
"Experience what it is to strategically think through a problem in a group. How do you harness rapid prototyping and collaboration to build empathy and break through the predictable?

AWIA is starting a conversation about how to design for the benefit of the web community. Find a voice for the industry that speaks to government and the general public. How can we best showcase the activities, skills and talents of web professionals?

Shake off some complacency and join us for a jam: co-create the future of our profession with design thinking."

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Design the future of the Australian Web Industry with Design Thinking

  1. 1. Design the futureof theWeb IndustryThat is… Design Thinking methods and Rapidprototyping as your innovation strategyWilliam Donovan (@willdonovan) #EOTW
  2. 2. Hi,Are you ready for a warm up, post lunch?Who has every tried improvisation?
  3. 3. Workshop’s AimAn understanding of Design Thinking and and how this approach can position your projects with a strategic edgeImaging and discover project opportunitiesExperience rapid prototyping
  4. 4. The QuestionHow can we best showcase the activities, skills and talentsof web professionals ?
  5. 5. Who is @willdonovanWhat does Igloo Digital do with a UX’r & Design Thinker in the house
  6. 6. Open Innovation
  7. 7. Design & Thinking - The Movie
  8. 8. Design thinking4 valuesof design thinking 1.  Human centred 2.  Collaborative 3.  Optimistic 4.  Experimental Co-Creative Evidencing Holistic
  9. 9. HumanCentredDesignDesirabilityViabilityFeasibility
  10. 10. Multi Disciplinary
  11. 11. The Competitive Edge
  12. 12. ThinkingDifferentlyUsing strategic processThinking differentlyabout design“design for more thanjust the product, or theROI”“Design your businessmodel”
  13. 13. Kids,learning design thinkingIDEO are teaching Kids design thinking so thatthey can deal with the complex problems oftomorrow.
  14. 14. The Design Process
  15. 15. Double DiamondDivergent and convergent thinkingThe process as a journey
  16. 16. Convergent Thinking Converge
  17. 17. Solution Seduction“solutionism.” The word for the beliefthat with enough data about manycomplex aspects of life—including notjust politics but also crime, traffic,and health—we can fix problems ofinefficiency. Evgeny Morozov (Author) The Net Delusion: The Dark Side of Internet Freedom
  18. 18. Quote “We can’t solve problems byusing the same kind of thinkingwe used when we createdthem.” Albert Einstein
  19. 19. DEDUCTIVE reasoning works from the more general to the more specific, informallycalled a “top-down” or “waterfall” approach. Thinking up a theory about our topic,then narrow down to more specific hypotheses that we can test. We narrow down evenfurther when we collect observations to address the hypotheses. This leads to testthe hypotheses with specific data -- a confirmation (or not) of our originaltheories. theory Scientific theory tentative hypothesis hypothesis INDUCTIVE/DEDUCTIVE pattern observation observation confirmation DesignINDUCTIVE reasoning works from specific observations to broader generalizationsand theories, informally called a "bottom up" approach. In inductive reasoning, webegin with specific observations and measures, begin to detect patterns andregularities, formulate some tentative hypotheses that we can explore, and finallyend up developing some general conclusions or theories.
  20. 20. Divergent Thinking Diverge
  21. 21. Design thinkingAlthough design processes are in reality nonlinear, itis possible to articulate an outline structure.It is important to understand that this structure isiterative in it’s approach
  22. 22. 3.05 PM Divergent – Discover (20 min)1.25 PM Convergent – Define (25 min)3.50 PM Coffee Break – Research (20 min)4.05 PM Divergent – Develop (15 min)4.55 PM Rapid prototyping (20 min)4.55 PM Convergent – Deliver (5 min)5.00 PM Pitch (1 min each)
  23. 23. Welcome the funny feeling of uncertainty
  24. 24. Doing, not talking
  25. 25. Have Fun
  26. 26. Rules of engagement"   Yes, and…"   Defer judgment"   Go for quantity"   One conversation at a time"   Encourage wild ideas"   Build on the ideas of others"   Stay focused on the topic"   Be visual
  27. 27. Get Organised"   Get into groups of 5 people"   What idea do you want to work on?"   Nominate a team Deputy to capture at the end
  28. 28. Get ChallengedHow can we best showcase the activities,skills and talents of web professionals?"   In Recruitment"   In Accreditation"   In Training"   In Lobbying (Internet Filter, NBN)
  29. 29. Opening Exercise This is quick exercise to discover what we have in common to work together on"   Get your pens ready"   Draw…
  30. 30. DiscoverResearch Ethnography Observation Immersion
  31. 31. Ideo HCDLearn Look Ask TryAnalyse the Observe Enlist Createinformation people to people’s situationsyou’ve discover participati to helpcollected to what they on to empathiseidentify DO rather elicit with peoplepatterns and than what information and toinsights. they say relevant to evaluate they do. your proposed project designs.
  32. 32. Your turn Team Share and Capture – dSchool method"   Use the 5 Whys"   Identify the current causes and people (Internal and external)
  33. 33. 5 WhysHOW: Ask “Why?”questions in responseto 5 consecutiveanswers.WHY: This exerciseforces people toexamine and express theunderlying reasons fortheir behaviour andattitudes.
  34. 34. Identify Needs, Identify InsightsEmpathy mapWHY: Gain a deeper understanding ofthe people connected in yourproject.
  35. 35. Empathy mapHOW:UNPACK:SAY: What are some quotes and defining words your user said?DO: What actions and behaviors did you notice?THINK: What might your user be thinking? What does this tellyou about his or her beliefs?FEEL: What emotions might your subject be feeling?IDENTIFY NEEDS: “Needs” are human emotional or physicalnecessities.IDENTIFY INSIGHTS: An “Insight” is a remarkablerealization that you could leverage to better respondto a design challenge.
  36. 36. DefineElimination Refine Focus
  37. 37. Define• Scope• Stakeholders• Environment• Impact
  38. 38. Personas Jake Murray Age:23 Gender: Male Jake has recently left an accounting degree as he realised that being stuck in spreadsheets not was not for him. Jake grew up playing sport and participating in sporting clinics for young kids which he found extremely rewarding. Jake is looking for a good life balance of activity with physical and mental challenges that feel like he has achieved something each day.The personas are archetypes built after apreceding exhaustive observation of thepotential users.
  39. 39. Persona template
  40. 40. CustomerJourneyMap out the customersjourney step by stepMap out the touch-points in the process
  41. 41. StoryboardEnrich the touch-points,communicate the story
  42. 42. How might we… Problem StatementUser + Need = Insight
  43. 43. How might we…User + Need = Insight
  44. 44. TEST PLANValidate your assumptions andif others feel this is animportant problem
  45. 45. Develop Iterate PrototypeTest
  46. 46. Develop"   Use Cases / Scenarios"   Storyboarding"   Prototyping"   Testing"   Business model testing
  47. 47. Create your first use case
  48. 48. Design for human behaviour“Put HOT TRIGGERS in front of MOTIVATEDpeople”
  49. 49. PrototypingPrototype
  50. 50. Test early,test oftenfrom the Lean Start-up
  51. 51. Rapid Prototyping 20 minsThe key here is to DO more than THINK. AIM – FIRE - ADJUSTCreate the Prototype: 15 minsTest round: 10 minsDiscuss & make amendments: 10 mins(Test round: 10 mins)
  52. 52. Rapid PrototypingThinking through doingAim-Fire-AdjustGetting it wrong quickly
  53. 53. Wireframes"   Quick sketches"   Easy to updated"   Easy to throw away"   No code, no design"   Testable
  54. 54. Facebook"   How does someone engage?"   What are they doing?"   How is it social?
  55. 55. Role play – story telling
  56. 56. Storyboard
  57. 57. Prototyping toolsRole play / theatreArt installation,location based activityAdvertising campaign, poster / onlineComic / illustration / StoryboardSongGame / board game, mobile gameMobile appWebsite
  58. 58. Deliver Plan ManageDocument Review
  59. 59. Deliver"   Business case"   Working group"   Service Blueprint"   Business Model"   Prototype"   The Cover Story
  60. 60. Cover Story – Tomorrow’s Headline
  61. 61. Cover Story – Tomorrow’s Headline A Funny thing happened on the way to the Internet…1.  Tell the AWIA story 5.  “Quotes” can be from anyone as long as2.  “Cover” tells the BIG they’re related to story of their the story. success. 6.  “Brainstorm” is for3.  “Headlines” convey documenting initial the substance of the ideas for the cover cover story. story.4.  “Sidebars” reveal 7.  “Images” are for interesting facets of supporting the the cover story. content with illustrations.
  62. 62. Service Blueprint Stages of a ServiceFind Buy Use SupportIn each step identify: "   The user’s actions " Touchpoints "   Front of house staff / resource "   Back of house staff / resource
  63. 63. Business model canvasBusiness model canvasProject: Business model Company: TimeFinda Date: Wed Mar 13 2013 8 7 2 4 1 6 3 9 5 © willdonovan 2011
  64. 64. Pitch"   Know your Audience"   Highlight the potential"   Build a narrative"   Communicate the value"   Be specific about your needs"   Encourage contribution
  65. 65. Pitch Develop the 60 second elevator pitch"   What are you out to achieve?"   Who is the audience?"   What do you want them to do?"   What are the next stepsTells the story from the user’s perspectiveLeave the audience with the hook wanting more
  66. 66. Fill in the capture form 3–2 Refine Ideas IDEATION WHAT NEEDS OR OPPORTUNITIES DOES THE CONCEPT ADDRESS?Describe Your Idea LETS STUDENTS HAVE FLEXIBILITY TO COLLABORATE IN THE CLASSROOM BUTCreate a concept description for the idea that you would like to prototype and repeat for each idea. ALSO PUT UP THEIR “DESK BLINDERS” WHEN THEY’RE TRYING TO FOCUS. CONCEPT NAME: ENABLES STUDENTS TO CONTINUE TO HAVE PERSONALIZED DESKS THAT FOLD-UP LEAF-DESK ALLOW FOR FLEXIBLE WORKSTYLES. SKETCH ONE-SENTENCE CONCEPT DESCRIPTION: THE MURPHY DESK, FOLD UP THE LEAVES FOR PRIVACY, FOLD OUT TO CREATE EXTENDED DESK SPACE FOR COLLABORATION. WHO DOES IT INVOLVE, BOTH IN BUILDING AND IN USING IT? - HELP FROM A WOODWORKER, SOMEONE WHO CAN SEW AND/OR HANDY-MAN HOW DOES IT WORK? VOLUNTEER PARENTS ADD A HINGE AND DESK LEAF TO EACH DESK TOP. THE LEAF WILL FOLD UP - CLASSROOM STUDENTS AND AFTER-SCHOOL ACTIVITIES GROUP WILL BENEFIT TO OFFER STUDENTS PRIVACY WHEN THEY’RE TRYING TO BE HEAD’S DOWN, OR FOLD OUT TO GIVE THEM MORE WORKSPACE WHEN THE STUDENTS WANT TO WORK AS A TEAM. ADD CASTERS TO THE DESK SO STUDENTS CAN EASILY MOVE THE DESK AROUND FOR COLLABORATION. DESK CUSHIONS! WHAT DO YOU HOPE TO LEARN MORE ABOUT THROUGH PROTOTYPING THIS IDEA? TEST THAT THE IDEA WORKS ON A FEW DESKS TO GET FUNDING FOR THE ENTIRE CLASS.
  67. 67. Summary
  68. 68. Take away points"   Many ways to approach new projects"   Understand the problem, not the solution"   The importance of collaboration"   You don’t need to be an expert designer to innovate"   Content Strategy – be a content expert
  69. 69. Thank you Next Steps…

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