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NOVABASE
Design Thinking
Aula de 6 Março 2013
Faculdade de Ciência e Tecnologia
Pedro.janeiro@novabase.pt
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Mies vas der Rohe Exposição internacional de Barcelona, 1929, Pavilhão da Alemanha
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Mies vas der Rohe Cadeira Barcelona, Exposição internacional de Barcelona, 1929, Pavilhão da Alemanha
Product design
4
Paimio Lounge chair, 1931
Aalvar Alto, Finland
Rocking Chair, 1860
Production by Thonet, Austria
Sistema 45 chair, 1973
Ettore Sottsass, Italy
Factory Architect Designer
Product + Service design
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iPod iTunes
+
Service design
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Administering medication at Kaiser Permanente
Pilot Results: 2 hospitals, 4 units • 50% reduction in the number of sta! interruptions to the medication administration process
• 15% faster from approximately 10:00 to 8:30 (minutes:seconds)
• Significant increase in process reliability from 33% to 78%
Design Thinking
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Design Thinking – main structure of the Stanford Exec Ed
8
Empathize Define Ideate Prototype Test
Empathy interview Empathy map
User need insight
Point of View
How might we
Brainstorming
Selection
Refine idea
Prototype 3D
Test with users 1
Refine Prototype 3D
Test with users 2
Refine Prototype 3D
Show,
don’t
tell
Prepare
presentation
Presentation
Design Thinking methods
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Design Thinking methods
10
How might we…?
How: assumes there’s a solution...
it gives creative confidence.
Might: might work, might not
work, either way it’s ok!
We: group work, building on each
other’s ideas.
How might we… or “an angle of attack to a problem”
A stressed entrepeneur
needs to wire € 120.000 to
Austrália to close a deal but it
is 23:00 and the money
must be there in the
next 2 hours!...
11
• Constraints and more constraints
HMW… with 5 euros / with just a
smart phone/ with no technology? • Picks one angle
How might we
give him more
time?
• Introduces constraints
How might we do the
transfer in less than 10
minutes?
• Changes the scenario How might we have
24 hour support for everything we do?
• Inverts roles How might we know
of these important deals earlier
before they become critical?
Design Thinking methods
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How did emotion ever got out of Information Technologies?
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Most decisions are emotional,
even irrational:
• When you buy a flat
• When you choose a restaurant
• When you pick a holiday destination
• When you eat chocolate mousse on
day one of a strict diet…
Computers brought a false sense of rationality
How did emotion ever got out of Information Technologies?
+400 pages of instructions +???? pages of instructions
What is an IT project?
A consultant’s perspective The client perspective
How can we erase the “frightening dentist” out of IT projects?
The client perspective How might we have projects:
• Without 500 pages of cryptographic documentation?
• With an understandable scope?
• That actually solve problems?
• That…
• …
How can we erase the “frightening dentist” out of IT projects?
1 “process poster” versus “To be document of 250 pages”
What’s working for me
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Top management trained in
Design Thinking by the Stanford
University
What’s working for me
19
60 Design Thinking internal coaches
800 of our people trained in Design Thinking
High awareness levels
What’s working for me
20
Defining innovation options for Novabase
21
Direct the rider Motivate the elephant Shape the path
A famous
story
GENERAL ELECTRIC Principal Designer Doug Dietz
Children’s healthcare (failed) experience
A preocupação mais profunda dos pais:
“Conseguiremos fazer a criança passar por isto?”
Aprender sobre os verdadeiros clientes – as crianças!
Como criar um ambiente seguro para as crianças?
The Jungle Adventure
Ei miúdo, já andaste de canoa?, tens de ficar deitado e quietinho, senão a canoa vira!
Vais ver os peixinhos a saltarem do rio e a passarem por cima da tua canoa.
“Papá, tens de pôr os pés nas pedras, papá!
The Pirate Island
És o capitão do navio dos piratas! Toma o teu chapéu e bem vindo a bordo, capitão!
“Mamã, posso voltar amanhã? Posso?”
O vaporizador com cheiro a piña colada distrai mais os pais que a criança, ajudando-os a acalmarem e a passarem essa calma para as crianças.
O som da máquina ficou disfarçado com ritmos africanos de aventura.
Cozy Camp
A máquina é uma tenda e a mesa é um saco-cama, com fecho incluído!
“Vou dormir sozinho na tenda? E o papá fica onde?”
O técnico e os pais ficam na caravana, porque a aventura da tenda é só para crianças.
Coral Reef
Um submarino!
Uma prancha de surf.
Uma bola de espelhos com um foco de luz branca.
“Posso respirar debaixo de água?”
A equipa do Hospital Pediátrico de Pittsburgh
Sedation rate down 80% in Nuc Med… 30% Overall
Patient Volume up 7%
Patient satisfaction up 90%
Sales of USD 30 Million in 6 months
Pricing by scan + client satisfaction!
Doug Dietz, Principal Designer at GE
The year we
solved the
problems of
the
Portuguese
Justice
1 portuguese story
Conceitos para o Workplace do Juiz 6 Blocos de medidas a desenvolver
37
1. Um CITIUS para os Juízes
2. Ferramentas de Apoio ao Juiz 3. Adequação da Tecnologia
4. Simplicidade Administrativa 5. Organização do Tribunal
6. Portal do Juiz
Conceitos para o Workplace do Juiz
38
Arquitectura para os Conceitos Tecnológicos do Juiz
39
Layer de apresentação
Repositórios
Min Justiça
Repositórios
CSM
Conteúdo
de terceiros
Layer de conteúdos
Layer de inteligência operacional
Layer de integração
Layer aplicacional de base
Information bus
Portal
Pesquisa
Doutrina
CITIUS …
… … Apps terceiros
Pesquisa de
legislação
Informação
CSM
CITIUS para o
Juiz
Pesquisa
Jurisprudência
Agendamento
infraestruturas
Fórum de
Juízes …
…
A few
precious
insights
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S p e c i a l i s t s
M a k e y o u r o w n p a t h
Tornar a vida dos nossos clientes mais simples e feliz!
Engenharia
Negócio
Design
Your mission:
Redesign the gift giving
experience…
…for your partner
Information
Emotion
Insight
Your mission: Redesign the gift giving experience… for your partner. Start by gaining empathy
48
Notes from your first interview
Notes from your second interview
1 Interview
8 minutes (2 sessions x 4 minutes each)
2 Dig deeper
6 minutes (2 sessions x 3 minutes each)
Reframe the problem
49
Needs: things they are trying to do (use verbs, and even perhaps a drawing)
Insights: new learnings about your partner’s feelings/worldview to leverage your design (make inferences from what you heard
__________________________________________
(Partner name and description)
Needs a way to ___________________________________
(partner’s deep need)
Surprisingly // because // but … (circle one)
_________________________________________________
_________________________________________________
(insight)
3 Capture findings 3 minutes 4 Define problem statement 3 minutes
Ideate: Generate alternative ways to test
________________________________________________________________________________________________________ (Write your problem statement above)
5 Sketch at least 5 radical ways to meet your user’s needs 5 minutes
Idea 1 Idea 2 Idea 3
Idea 4 Idea 5 …and more ideas!
Ideate: Generate alternative ways to test
Feedback notes:
6 Share your solutions and capture feedback
10 minutes (2 sessions x 5 minutes each)
Iterate based on feedback
Sketch your big idea, note details if necessary!
7 Reflect and generate a new solution 3 minutes
Build and test
53
Make something your partner can interact with!
(Not here… build it!)
8 Build your solution 7 minutes 9 Share your solution and get feedback
8 minutes (2 sessions x 4 minutes each)
+ What worked… - What could be improved…
? Questions… ! Ideas…
Show me your prototype!
Proposta NOVABASE para o Grupo Bensaude 54
Source: Stanford d.school
Empathize Define Ideate Prototype Test
Source: Stanford d.school
MBA Stanford 2007/08
Design project
How to create a baby
incubator that would cost less
than 1% of the price of a
traditional, $20,000 incubator?
(and also how to solve the distribution
problems for the target markets?)
Source: Stanford d.school
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