dt+UX: DESIGN THINKING FOR USER EXPERIENCE DESIGN + PROTOTYPING + EVALUATION

This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0
Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-
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Define

Prof. James A. Landay

Computer Science Department
Stanford University
Autumn 2015
September 28,
2015 Slides adapted from d.leadership Define + Ideate slides (https://
dschool.stanford.edu/groups/dleadership/wiki/59f08/dleadership_2015.html)
 Hall of Fame or Shame?

Text Clock

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 2
 Hall of Shame!

Text Clock

What is the purpose?

This slows you down!

Though it is fun…

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 Interface Hall of Shame or Fame?

• Bar of Soap

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 Interface Hall of Fame!

• Bar of Soap
– has a hole!
– where would you find?
• hotels
• Easier to hold onto?
– small sizes slip…
• Eco-Friendly
– doesn’t waste (50g)
– full size is 120g
• Tie a rope to it
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 5
 dt+UX: DESIGN THINKING FOR USER EXPERIENCE DESIGN + PROTOTYPING + EVALUATION

This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0
Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-
nc-sa/3.0/

Define

Prof. James A. Landay

Computer Science Department
Stanford University
Autumn 2015
September 28,
2015 Slides adapted from d.leadership Define + Ideate slides (https://
dschool.stanford.edu/groups/dleadership/wiki/59f08/dleadership_2015.html)
 Outline

• Design thinking process

• Inferring insights
• Point of views
• Practice the process
• Team Meeting

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 7
 Design Thinking

Empathiz Ideat
e e
Defin
Prototype
e

Test

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 8
 Design Thinking

Defin
e

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 9
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 10
 REALIZE
Define

FOCUS

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 11
 REALIZE
NEW
INSIGHTS
REFRAME THE PROBLEM.
UNCOVER OPPORTUNITIES.
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 12
 OBSERVATION INFER INSIGHT

NOTICE “I WONDER IF THIS ACTIONABLE

SOMETHING MEANS . . .” LEARNING
ABOUT
PEOPLE

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 13
 OBSERVATION + INFERENCE = INSIGHT
INFER

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 14
THE SELL:
TIDE
REMOVES
TOUGH
STAINS

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September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 16
We heard:
“I rarely wash my Millennials care
jeans, I want them to about their
look great longer” clothes, and that
We observed: means not
Jeans on the back cleaning them
of a chair

discrete observations abstracted statement

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 17
 The Perennial Objective:

IMPROVE THE STAIN-

REMOVING PERFORMANCE
OF TIDE
The Realization:

IT’S NOT ABOUT CLEANING.

IT’S ABOUT CARING FOR
CLOTHES.
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 18
 REALIZE
Define

FOCUS

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 19
 FOCUS
ON ONE
MEANINGFUL
CHALLENGE
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 Focus by Writing a “Point of View”

A unique, concise reframing of the

problem that is grounded in use
needs & insights.

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 Focus by Writing a “Point of View”
WE MET . . .
(user you are inspired by)

WE WERE AMAZED TO REALIZE. . .

(insight—verb reflecting user needs)

IT WOULD BE GAME-CHANGING TO. . .

(Synthesized statement to leverage in designing
solution.
NOT just a reason for the need! )
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 22
 Focus by Writing a “Point of View”
WE MET . . .
a young millennial living in SoCal

WE WERE AMAZED TO REALIZE. . .

he protects & preserves clothing by not washing
them often

IT WOULD BE GAME-CHANGING TO. . .

help him care for his clothes while keeping them clean
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September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 24
 AL UM
CT IO N
A

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September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 26
 We heard: We think of
“I don’t understand. collecting art as
Why is this $50 and this
$5000. deeply personal,
I actually like the $50 one but in fact for
more, but maybe it sucks.” them art is about
what others are
going to think.

“What do my
friends like?”
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 27
 The presumed mindset:

ART IS DEEPLY PERSONAL.

The realization:

ART IS FASHION ON THE WALL.

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 WE MET . . .
(user – possibly extreme – you are
inspired by)

WE WERE AMAZED TO REALIZE . . .

(what did you learn that’s new?)

IT WOULD BE GAME-CHANGING TO . . .
(frame up an inspired challenge for your team.)
(don’t dictate the solution.)
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 29
 WE MET . . .
a guy in his twenties with a good new job and a
new apartment
WE WERE AMAZED TO REALIZE . . .
art is fashion on the wall: it’s about what other
people are going to think of you

IT WOULD BE GAME-CHANGING TO . . .
help buyers cut through the paralysis of doubt
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September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 31
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 32
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 33
 Administrivia

• Studio assignment stats

1 choice 2 choice 3 choice other
st nd rd

180 31 16 2

• Open mindedness in design

– follow the needfinding!

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 TEAM MEETING

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 36
 Team Meeting Agenda

• Schedule weekly meeting times (2-3)

• Make a plan for how you will get the rest of
your interviews & presentation slides done
for Thur/Fri
• Folks who have days where they know they
won’t be at studio, schedule your
presentations now & make sure the team is
covered & work is made up
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 37
 Point of View: How?
1. UNPACK YOUR EMPATHY WORK
2. LEAP FROM OBSERVATIONS TO IDENTIFYING
USER, NEEDS, & INSIGHTS
3. REFRAME THE PROBLEM AS A POV

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 UNPACK
INSIGHTS
POINT OF VIEW

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Using the Data Collected in the
Field
• Figure out what is important
• Affinity diagramming
– group info & find relations between groups
– Post-Its on large surfaces

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September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 41
 Empathy Map
say think

do feel
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 42
 Empathy Map
say think
KEEP A LIST OF

TENSIONS, CONTRADICTIONS, SURPRISES

USE TO FIND NEEDS & INSIGHTS

do feel
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 Identifying Needs
WHAT DOES SHE NEED?

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identify user, needs, and insights

user need insight

combine to create point of view

user need insight

combine to create point of view

user need insight

…
TO
N G
. .. G I
D S N
E H A
NE E-
C
… M
GA
…
 UNPACK
INSIGHTS
POINT OF VIEW

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 I wonder if this means . . .

TENSIONS,
think

CONTRADICTIONS, INSIGHTS
SURPRISES

feel

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 49
 UNPACK
INSIGHTS
POINT OF VIEW

September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 50
 Point of View
WE MET . . .
(extreme user you are inspired by)

WE WERE AMAZED TO REALIZE . . .

(what did you learn that’s new? What is their need?)

IT WOULD BE GAME-CHANGING TO . . .
(frame up an inspired challenge for yourself – the insight.)
(don’t dictate the solution.)
September 29, 2015 dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation 51
 Next Time
• Lecture
– Ideate
• Studio
– Present your initial needfinding results & work on Point of Views
• Read
– Tips for Working Successfully in a Group by Randy Pausch
– The Discipline of Teams, by Katzenbach and Smith, Harvard Business Review
• Watch the following videos (20 minutes):
– Keys to Creating Awesome Teams (5:21), Cyriac Roeding, Shopkick
– Working in Teams (0:56), Tina Seelig, Stanford Technology Ventures Program
– Team Composition (2:33), Kathleen M. Eisenhardt, STVP
– Ways to Create Ecosystems (really characteristics of group intelligence,
performance, & innovation) (5:43), Sharon Vosmek, Astia
– Ways of Working (5:50), Sue Siegel, GE

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