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Dana Liz
@lizmcdermott35 @dmitroff
Welcome! Twitter hashtags:
#wma2015 #designthinking
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What is design thinking?
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A set of methods and mindsets for framing problems & generating
innovative, human-centered solutions
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Image by the Stanford d.school
The process
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Empathize Define
Prototype
Test
Ideate
REPEAT!
Image by the Stanford d.school
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Image by the Stanford d.school
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focus groups
usability tests
surveys
web analytics
Where does design thinking fit in?
a/b testing
market research
formative evaluation
summative evaluation
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Helps us connect with the people + stories behind our data
Wikimedia Foundation Strategic Plan Survey by Bridgespan Partners, 2009. Licensed under GNU Free Documentation License via Wikimedia Commons , CC BY-SA 4.0.
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So we can understand the why, not just the what
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Institutions trained in design thinking
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Human-centered
Bias towards action
Iterative Prototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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Before
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After
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“Design Doing”
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Get some blank paper and a Sharpie
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3 min on your own. Go!!!
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That was a problem-solving approach
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Image by the Stanford d.school
Now, a design thinking approach…
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Get a new partner
Not someone you already know!
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How might you make your museum*
comfortable and welcoming for your partner?
*or any museum of your choice if you don’t
currently work in a museum!
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Your mission is to discover what comfortable and
welcoming means for your user.
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Start with empathy
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Empathize: what?
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Empathize: why?
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Empathize: methods
immersions
observations
ethnographic interviewing
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Immersion
Image by Maryanna Rogers
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What? How? Why? )
Observation
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What? How? Why?
Ethnographic Interviewing
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Interview best practices
Encourage stories Use open-ended questions Always ask “Why?” Allow space for silence Take notes!
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Interview your partner
Tell me about a place where you feel comfortable and welcome. o Where is it? o Why do you feel that way there?
Tell me a story about a recent experience in which you felt uncomfortable and unwelcome somewhere.
2 sessions x 4 min each
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Follow-up and go deeper
“Why did you say…” “Can you say more about…” “Do you have another example of …?” “Really? And why was that?” “Why? Why? Why?”
2 sessions x 4 min each
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If I had 20 days to solve a problem, I would take 19 to define it. -Albert Einstein
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What is the real need?
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Needs and insights
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Human emotional and physical necessities.
Verbs, not nouns
Opportunities, not solutions
Needs are…
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Something you can see from the outside that your user cannot see.
A contradiction, a surprise, an “aha!”
Why do you think your user has this need?
What’s really going on here?
Insights are…
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Needs + insights mapping
Insights:
What + why behind the needs
Needs:
Verbs, not nouns
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Needs + insights mapping
Insights:
What + why behind the needs
She wants to feel smarter than her brother—he’s been getting all the attention these days!
Needs:
Verbs, not nouns
To reach To get attention To gain knowledge To learn To feel like an adult
3 min on your own
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Let’s plan a trip
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Brainstorming
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go for quantity be visual encourage wild ideas build on ideas defer judgment headline ideas
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Solo ideation
6 min on your own.
1. Prep a sheet for “Crazy8s” 2. Look back at your needs + insights 3. Brainstorm solutions to help your user feel
comfortable + welcome in your museum
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2 sessions x 3 min each
Share and capture
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3 min on your own
Reflect + plan your solution
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Lo-fidelity prototyping
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Prototype examples
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Mobile app
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Tablet app
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In-gallery interactive
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Objects
Image courtesy Michael Edson, Smithsonian Institution
Wayfinding and signage
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#mw2014proto
Programs and services
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#mw2014proto
Experiences
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#mw2014proto
What do they all have in common?
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Fast, rough, low-fidelity Easy to iterate
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Set the scene
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Product or service?
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Build your solution
10 min on your own
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Share prototypes Ethnographic mindset
Observe, listen, question
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Share prototypes Testing best practices
Hand over your prototype!
Let the user touch and hold it
Show, don’t tell!
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Test and get feedback
What worked? What could be improved? Questions? Ideas?
2 sessions x 4 min each
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Share your prototypes!
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Image by the Stanford d.school
Wrapping up
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Human-centered
Bias towards action
Iterative Prototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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Case studies from the Getty
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Example #1: Design Thinking to Redesign the
Getty’s Exhibition Websites
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www.getty.edu
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Example #2 Project Reboot! Using Design Thinking to
Redesign Your Job
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Design thinking resources
DesignThinkingforMuseums.net
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Design thinking resources
dschool.stanford.edu/use-our-methods
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All icons licensed from The Noun Project
Questions?
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Debrief
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I like… I wish… I wonder…
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!
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