Design Thinking Workshop: Holistic Solution for Unemployment Reintegration

1. Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-School Day One: The Big Picture February 2008

2. Reflections on April’s “Software Design Experiences” Class

3. Learning Objectives Taking a holistic view, apply needfinding, analysis, synthesis, prototyping and presentation techniques to recommend a user-centric solution to the design challenge. • Practice analysis and process mapping based on primary and secondary research • Identify different user roles and how they might collaborate to address stakeholder needs • Synthesize insights and develop a POV • Ideate solutions to address key user needs • Take prototypes to the next level based on research findings • Present recommendations in a compelling, actionable way • Tie to current d.school class - “Design for Agile Aging”

4. Deliverables for Friday • Persona • POV • Experience design prototype • Compelling, actionable presentation

5. Placeholder: Terry’s Big Picture Perspective • Terry’s perspective on: • Design thinking - Stanford context • What’s going on at the Stanford d.school, including “Experiences in Software design” and “Agile Aging” • Corporate Projects • Developing a common language for designers and developers

6. Placeholder: Hasso’s Big Picture Perspective • Hasso’s perspective on: • Design thinking - why the passion around this topic? • The challenge of heterogeneous teams • Developing a common language for designersand developers

7. Design Challenge - Build on November Challenge Situation: You are part of a small software start-up company based in Potsdam. Your team has been hired by the government to design a solution to the following challenge: “How might we design a solution that enables the unemployed to successfully and sustainably re-integrate into the workforce?”

8. November Bootcamp Highlights

9. Exercise Description Key Takeaways: Taking a holistic view, learn basic principles of typing solutions to factual data, learn what a business process is, and how business processes inter-relate and function in a public service environment. Identify different user roles and how they collaborate to solve a shared problem. Following research, analysis and synthesis, students will develop persona, POV, and develop a high-level process diagram for a scenario they saw. desirable viable feasible

10. Business Process Example: Utility Billing Process Overall Process Deep Dive

11. 360o View - Preparation • Introduction to the 360o View • Who is the client? • The stakeholder map

12. Stakeholder Map x Informal lines of communication Person 8 Person 7 PRO Person 9 = NEUTRAL x Person 18 SKEPTICAL Person 2 Person 10 AFFECTED Person3 STAKEHOLDERS CLIENT Person 1 Person 11 Person 12 Person 4 Person 6 Person 18 Person 17 = Person 5 Person 15 Person 13 Person 16 Person 14

13. 360o View - Use Multiple Perspectives to Solution Space & Requirements Unemployed Underemployed Employed (non-users) Government Volunteers Other User & Customer research Technology AEIOU Problem Space Envisioned Solution Informs Ecosystem Government Agency Domains Organizational Structures PoliticalDynamics Competitive Forces? Corporate Perspective Other Trends

14. e-Government Services Mind Map of Opportunity Areas for “Software Design Processes” Class Events Bus Routes Taxes Zoning Maps Access to Information Utilities Asset Repairs Applications & Request Citations Online Payment Permits VotingRegistration School Citizen’s Portal Jobs Licenses Marriage Fees Pest Control

15. Get Smart Fast • With your project team, discuss your 360o view findings • Develop a preliminary research plan, including who you will target, and what you want to learn and validate

16. Stakeholder Deep Dive • As a team, decide which stakeholders you will go after • Divide up so you have at least one member traveling to the each key stakeholder discussion table • At each stakeholder table, brainstorm a research approach for tomorrow

17. Logistics • Take handout (map) - where to arrive by 8:45 AM • Protocol discussion • Bring digital camera • Supplies

18. Daily Debrief I like… I wish… How to…

19. Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-School Day Two: Needfinding February 2008

20. Reflections / Overview of the Day

21. Needfinding - Review: Observation Collect observations to ground your research. • Watch stakeholder behavior in context • From the vantage point of their natural habitat, watch what s/he does • Write down detailed observations • When you have a chance to speak with someone who demonstrates this behavior, ask him/her to explain what s/he was doing, step by step • Methods: • “hanging out” - spending time soaking in their environment • “sinking in” -take a Walk in subject’s shoes by assuming the role of the subject and performing a typical activity • Tourist: Ask for a tour from an insider • Paparazzi: observe and photograph (with permission as needed)

22. Needfinding - Review: Interview Flow Interview Flow Most interviews follow this sequence: • Introduction • Kickoff • Build Rapport • Grand Tour • Reflection • Wrap-Up

23. Needfinding - Review: The Anatomy of a Story Memorable stories typically embody this structure: Climax Denouement Rising Action Introduction

24. Needfinding - Review: The Anatomy of an Interview The ethnographic interview generally shares this structure: Climax Denouement Grand Tour Reflection Rising Action Wrap-up Introduction Build Rapport Kickoff Introduction

25. Example: Coffee Drinking Introduction: “Hi, I’m a HPI D-School student studying coffee drinking. I’m interested in hearing about your experience with coffee. There are no right or wrong answers, I just want to hear what you have to say.” Kick-off: “Do you drink coffee?” Build rapport: “Did you have a coffee today? How was it? Do you have a favorite place to drink coffee?” Grand Tour: “Can you describe your most memorable coffee experience? Why was it so unique? What happened?” Reflection: “If you could change one thing about your coffee experience, what would it be?.”

26. Needfinding Best Practices • Protocol to follow with government officials • Ideas for collecting and organizing artifacts in the field • Mini synthesis techniques

27. Needfinding Part I and II Government • Conduct observations • Interview officials • Understand resources available from government perspective Citizen • Conduct observations • Interview citizens • Understand resources available from citizen perspective

28. Six Things to Remember When Observing What People Do From Software Design Experiences, Spring 2007

29. Mini Synthesis • Identify questions that worked particularly well • Discuss any surprises that should be checked with next set of research participants • Identify contradictions discovered between what is said vs. done (ideally from observing subject perform the activity) • Identify unarticulated needs, workarounds, manual processes • Discuss how the work/environmental context impacts activities • Review any artifacts collected • Discuss observed patterns of interactions with other people, agencies, etc. • Students an coaches collaborate to revise research guide/strategy and identify findings to be validated in Needfinding Part II (as needed)

30. Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-School Day Three: Analysis & Synthesis February 2008

31. Reflections / Overview of the Day

32. Analysis: Determining Your Point of View Storytelling and Analysis • Goal: Identify the core problem(s), articulate insights • How: Cluster observations and findings into themes • Define persona, a Point of View and a scenario • Re-Frame by re-clustering data (or create duplicate Post-Its and arrange on another section of the wall) • Define a different persona, Point of View and scenario

33. Developing a Point of View • What is a Point of View? • Great ones can be compressed to fit on a bumper sticker. • Points of view are built out of two things, an understanding of a user group (hopefully a unique empathic understanding) and insight into a need that group has. • User + Need + Insight = Point of View From Design for Agile Aging, Winter 2008

34. How do You Develop a Point of View? • Saturation: Put up Post-Its and other artifacts to express what you heard and saw • Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc. • Grouping: Find common themes among your stories for groups of users • Mad Libs: Fill-in-the-blanks method to create a short, pithy expression that captures the main elements of your POV. POV example: User + Need + Insight = Point of View Safety-concerned parent with toddlers (user) wants ashopping experience with active kids (need)who can beindependent but always in sight (insight). From Design for Agile Aging, Winter 2008

35. Tips - Developing a Point of View Tips for Developing a Point of View • Focus on the stories that keep you up at night • If you’re stuck, extract a POV from your favorite idea. Then go further. Don’t worry about being sure it’s right. • Use empathetic language – see things from the user’s perspective • Go for meaning Focusing tools help you narrow your field of view. Flaring tools expand your field of view generating new concepts and frameworks that deepen your thinking From Design for Agile Aging, Winter 2008

36. Traps to Avoid when Developing a Point of View Traps to Avoid When Developing a Point of View • Don’t design for everyone • Don’t confuse solutions with needs • Don’t try to include all of your insights • Don’t be afraid to choose a POV before you are “ready” From Design for Agile Aging, Winter 2008

37. Synthesis: Identifying Key Themes and Design Requirements Synthesis • Goal: Identify patterns in wants, needs and motivations; Identify design requirements ad opportunity areas

38. Analysis User Journey • Goal: Understand the complete experience • How: Start with the experience you are considering (e.g. updating skills of the underemployed) • From the user’s point of view, mentally step back to the earliest stage of the process (e.g. visiting the agency, thinking about finding a job, being rejected by a potential employer, etc.) • Step through each stage of the process, recording it in a flow diagram • Analyze your diagram. What happens at each of these stages? Why? How do the stages interrelate? What opportunities areas do you see?

39. Example: Movie-goer Experience User Journey: Vijay Kumar, Innovative Methods

40. Present POV for Feedback

41. Idea Generating Insights Discussion may include: • Where good ideas come from, how to amass a lot of them, how to really reserve judgment, cultural factors and challenges.

42. Brainstorming

43. Wild Idea Sharing

44. Logistics

45. Daily Debrief I like… I wish… How to…

46. Hasso Plattner / Terry Winograd Workshop on Design ThinkingD-School Day Four: Designing Compelling Prototypes February 2008

47. Reflections / Overview of the Day • Overview of the day • Challenges of creating compelling prototypes • “Experience prototypes” • Discuss group dynamics that typically occur during prototyping

48. On Prototyping • Different types of prototypes • How ideas evolve & how to communicate them • What makes a prototype compelling?

49. Collaborating on a Vision • Hasso talk on challenges in Designer / Developer communication

50. Building Prototypes