design + hackathons
Post on 17-Aug-2015
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“Good design is good business.” - Thomas Watson Jr.
DESIGN THINKING
DESIGN THINKING
+ HACKATHONS
Turning insights into conceptsHACKATHON
FRAMEWORKWHO, WHAT & WOW
WHO WHAT WOW
customers / clients / users
ability you give them / solutions
leap forward / measurement
_______________ needs a way to _______________ so that _______________ _______________ needs a way to _______________ so that _______________
do something that addresses
their needThe userthe user
benefits directly.
WOWWHO WHAT
Prototype
Evaluate
Understand
Explore
Understand WHO
START WITH PEOPLE
Understand Prototype
Understand PrototypePERSONAS
Turning insights into concepts
Tyler Domestic Business Traveler - Elite Status
!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management
consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at
work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!
Environment • High-rise condo home (weekends), customers’ offices,
various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!
Scenarios • Booking trip (economy seats) through corporate travel
agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!
!Concerns • Missing a meeting, long line at security, not getting an
upgrade, never seeing girlfriend/friends back home,
Tasks • Book trip, packing, getting an Uber, check in/boarding
pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,
middle seats, checking bags, slow wifi on plane,
Tyler Exec Persona
Turning insights into concepts
Tyler Domestic Business Traveler - Elite Status
!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management
consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at
work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!
Environment • High-rise condo home (weekends), customers’ offices,
various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!
Scenarios • Booking trip (economy seats) through corporate travel
agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!
!Concerns • Missing a meeting, long line at security, not getting an
upgrade, never seeing girlfriend/friends back home,
Tasks • Book trip, packing, getting an Uber, check in/boarding
pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,
middle seats, checking bags, slow wifi on plane,
Tyler Exec Persona
Tyler Domestic Business Traveler - Elite Status
!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management
consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at
work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!
Environment • High-rise condo home (weekends), customers’ offices,
various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!
Scenarios • Booking trip (economy seats) through corporate travel
agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!
!Concerns • Missing a meeting, long line at security, not getting an
upgrade, never seeing girlfriend/friends back home,
Tasks • Book trip, packing, getting an Uber, check in/boarding
pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,
middle seats, checking bags, slow wifi on plane,
Tyler Exec Persona
Turning insights into concepts
Blythe International Vacationer
!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!
Motivations • Experiencing life, traveling, new ideas, meeting new
people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US
and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,
inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!
!Concerns • Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,
Blythe Traveler Persona
Turning insights into concepts
Blythe International Vacationer
!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!
Motivations • Experiencing life, traveling, new ideas, meeting new
people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US
and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,
inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!
!Concerns • Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,
Blythe Traveler Persona
Blythe International Vacationer
!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!
Motivations • Experiencing life, traveling, new ideas, meeting new
people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US
and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,
inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!
!Concerns • Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,
Blythe Traveler Persona
Turning insights into concepts
Tyler Domestic Business Traveler - Elite Status
!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management
consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at
work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!
Environment • High-rise condo home (weekends), customers’ offices,
various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!
Scenarios • Booking trip (economy seats) through corporate travel
agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!
!Concerns • Missing a meeting, long line at security, not getting an
upgrade, never seeing girlfriend/friends back home,
Tasks • Book trip, packing, getting an Uber, check in/boarding
pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,
middle seats, checking bags, slow wifi on plane,
Tyler Exec Persona
Blythe International Vacationer
!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?”!Personal Background • Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!
Motivations • Experiencing life, traveling, new ideas, meeting new
people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US
and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,
inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!
!Concerns • Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,
Blythe Traveler Persona
Understand PrototypeEMPATHY MAPS
EMPATHY MAPS
SCOPE: ONE DAY OF TRAVEL
From the time you leave home, until the time you reach your destination
Take 10 mins
STORY BOARDING
TELL US THE AS-IS
STORY
z
ONE PAIN POINT OR
OPPORTUNITY
WHAT
WHAT
Prototype
EvaluateExplore
Understand
WHAT
_______________ needs a way to _______________
WHO WHAT
Blythe, the international traveler
Remember all herimportant traveling items
needs a way to
IDEATION
REMIX CONVERGE
Stages of Ideation
DIVERGE
_______ needs a way to ____________Blythe Remember all her
important traveling items
• Go back to the Who, What, Wow statement and write the who and what at the top of the page.
• Circle the “What”
• Generate loads of ideas around how to achieve the “what”. How to solve the pain point.
• Try not to talk to each other
• Quantity over Quality
Exercise: IdeationDIVERGEGenerate lots of ideas.
10 min
_______ needs a way to ____________
CLUSTER & HARVEST
CLUSTER & HARVEST
• Group to highlight relatedness in ways that cut across technical means/roles.
• Find repeats and stack them. Remove ideas that don’t fit.
• Name the patterns you see together. Know the name can change.
• Are there important ideas that are missing?
Exercise: IdeationCONVERGEVote, filter & combine.
10 min
• What will have the greatest impact on the user?
• Is it effortless?
• Is it valuable?
• Is it enjoyable?
• What will have the greatest impact on the market?
• What is technically feasible?
_______ needs a way to ____________ so that ___________Liz need in action• Prioritize ideas based on 2 criteria:
Technically feasible
Most likely to delight users
• Select the idea with the most votes
needs a way to
HOW
Blythe, the international traveler
Remember all herimportant traveling items
Prototype
EvaluateExplore
Understand WOWmarket focus / leap forward /
measurement
TAKE 1 MIN GET A WOW
Allowing her to get to the airport on time and without worry.
needs a way to
so that
WOWWHO WHAT
+
HOW
+
Blythe, the international traveler
Remember all herimportant traveling items
HACKATHON PITCHING
PEOPLE LOVE STORIES
TELL US AN ENGAGING
STORY
EXAMPLE
Talent Hotspot
Meet Ivy
“Our company is growing so fast! I’ve got to bring on brilliant people and keep my existing employees happy. #latenights”
Talent Manager at Barbarian Group
Ivy isVery results driven, likes to work on meaningful things, enjoys placing people in the roles that suit them best
Her primary motivation is Growing the company with a set of brilliant people that also have a great culture fit
Ivy needs To be able to quickly sift through thousands of potential candidates and narrow the list down to a set of people she’s confident are worthy of an interview
Her current frustrations areSeeing a lot of interest in her company but candidate quality is low, worried about attrition due to low employee morale
_______________ needs a way to _______________ so that _______________ _______________ needs a way to _______________ so that _________________
select candidates that align with
Barbarian’s hiring needs on a skills and culture basisIvy
she can be confident employees will be
happy enough to stay with Barbarian for at
least 2 years.
WOWWHO WHAT
3 ©2014 IBM Corporation
What if you could “clone” your best employee?
A good culture fit is just as important as a skill match. Talent Hotspot, combined with the cognitive power of
IBM Watson, enables Barbarian to hone in on that perfect candidate without having to first screen a
culture fit over the phone.
Ivy:
Talent Manager @ Barbarian
Ivy has been asked by the mobile
app dev team to send over some
resumes for developer leads. Since
resources are tight, this person will
need to be well versed in both
Python and C# development.
This person needs great leadership
skills as well. Ivy knows from her
experience with this department,
that Gloria Sutter has been very
successful as a dev lead.
Scenario
©2014 IBM Corporation
Talent Hotspot: A new take on recruiting
No middleware set upProvision runtimes in seconds
Auto and manual scaling optionsMultiple Language Support
JavaScript, Java Liberty, and Ruby providedBring any language from the community
What if you could “clone” your best employee? For today’s recruiters, a good culture fit is increasingly as important as a skill match. Talent Hotspot, combined with the cognitive power of IBM Watson, enables recruiters to hone in on that perfect candidate - with both a culture fit and a skill match - without having to first screen a culture fit over the phone.
Key Services / AddOnsLanguage Runtime How it works
Cloudant NoSql Database
Watson User Modeling
Backend
FrontendBuilt forDesktop browser
Technologies UsedAngularJS Bootstrap JQuery
• Cloudant DB houses employee & candidate answers to free-response questions
• User picks a current employee to start comparison (browser)
• Watson API receives answers to questions • Watson API responds with personality traits • Java algorithm compares and ranks candidates
accordingly • User views results (HTML) served up to browser by
Java app - AngularJS used
Java Liberty
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