DESIGN THINKING> UNA FORMA DE ABORDAR EL PROCESO DE INNOVAR Verónica Cabezas G 09 de Abril, 2011
Se agradece el aporte a esta clase por parte de la Universidad de Stanford , d.school, K12 Lab, Pablo Fernandez, y Alfredo Osorio (Testa Innovation Lab).
¿Qué es el Design Thinking?
Innovación centrada genuinamente en las personas donde la observación y empatía son claves.
Los Espacios de Innovación a través del Design Thinking -Inspiración: problema o oportunidad que motivan la búsqueda de soluciones. - Ideación: proceso de generar, desarrollar y probar ideas que pueden conducir a soluciones. - Implementación: trazado de ruta al mercado Ver esquema
El Design Thinking puede parecer caótico a los que lo experimentan por primera vez. Pero a lo largo de un proyecto, los participantes llegan a ver que el proceso tiene sentido y logra resultados.
empathy: what? the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another
empathy: what? huh?
empathy: what?
empathy is: when you feel what the other person is feeling. when you can mirror their expression, their opinions, 14 and their hopes.
empathy: why? to discover people’s explicit and implicit needs so that you can meet them through your design solutions.
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empathize: how? expose. observe. engage.
observe: why? to uncover people’s explicit and implicit needs so that you can question them
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what :: how :: why what is this person (or persons) doing? Notice what is happening both with the person and the context he/she is functioning within. how are they doing it? pretend you are describing the picture to someone not looking at it. why are they doing it this way? take a guess. start to form a story. then ask.
empathize: how? expose. observe. engage. Engage Seek stories Talk about feelings Why?
capture your findings what you see your user, body language, artifacts what you hear quotes, stories, key words, contradictions what you feel that your user is feeling emotions, beliefs, confusion
expose. observe. engage. and capture.
point of view: what? a unique, concise reframing of the problem that is grounded in user needs & insights
point of view: why? expose new opportunities by looking at things differently guide innovation efforts make sure we’ve identified something worth working on
point of view: how? • understand the experience •identify user, reveal the needs, articulate insights reframe the problem into a new point of view
point of view: tips short specific sexy
idea selection is a critical step
All the creative, wild, bad, OK, and undeveloped ideas from your brainstorm
When evaluated with typical “attractive” and “feasible” criteria before direct implementation
Yield familiar and incremental results
we will select and develop high potential ideas
All the creative, wild, bad, OK, and undeveloped ideas from your brainstorm
Selected for potential
Can be developed for feasibility
prototyping . . . is the iterative generation of artifacts intended to answer questions that get you closer to your final solution is creating a concrete embodiment of a concept which become a way to test your hypotheses is building to think
prototype: fail early and often
(cost of failure vs. project time)
(risk vs. iteration curve)
beta testing focus groups client dinners
usability centers web analytics
pre-release surveys
use your prototypes as a probe to continue to gain empathy for your users
Change to reflect users once they are decided
