ibm design studio brasil - ibm design thinking workshop - oxigenar 2015
TRANSCRIPT
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Workshop IBM Design Thinking
IBM Design Studio Brasil
Oxigenar Joinville 2015
by @AdilsonChicoria
@IBMDesignBR
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http://www.esauce.com.br/podcast/de-cabeca-48-design-thinking-com-adilson-chicoria-da-ibm/
Ouça também o podcast de Design Thinking
gravado no Oxigenar 2015
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Jornada AS-ISTurma de 27/Out
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Jornada AS-ISTurma de 28/Out
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Entender
Explorar
Prototipar
Testar
Visualizar a Experiência do
Usuário
Colaborar, Alinhar, Engajar!
Investir para
resultado
IBM Design Thinking
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Hills
• O quê: Definição do desafio de forma que possamos visualizar qual problema estamos tentando resolver, quem são os usuários beneficiados e qual tipo de valor esperamos oferecer ao nosso usuário.
• Objetivo:
• definir o escopo inicial do problema que será explorado
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Hills(desafio)
Como ajudar nosso usuário a participar de um Tour Guiado e completar uma tarefa de forma que ele sinta engajado e não pule o Tour Guiado.
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Desafio (27/out)
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Desafio (28/out)
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Contexto do Serviço
(dia 27/out)Tour Guiado para Serviço de Blog
(dia 28/out)Tour Guiado para Serviço que permite cuidar de plantas remotamente
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Cenários Paralelos
• O quê: Buscar onde podemos encontrar cenários paralelos sobre “Tour Guiado”. Ex: Museu, Visita à Empresas
• Objetivo:
• desconectar das soluções padrões para o problema
• buscar informações sobre o que é importante para o usuário nos tours guiados
• entender os drives que motivam o usuário a fazer um tour guiado
• perceber quais contextos influenciam na eficácia de Tour Guiado
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Cenários Paralelos
Complexidade (C)
Depende de Pessoas( DP)
Pressão Social (PS)
Prazer (P)
Onde (foi o tour guiado)
O quê? (Descrição da Experiência)
UX ( Pontuação da Experiência como Usuário 0=pior à 5=melhor=Wow!! )
Museu
5
C = 3 DP = 4 PS = 2 P = 5
Visita masterpieces
imperdíveis em 1 hora.
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+Cenários Paralelos
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+Cenários Paralelos
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+Cenários Paralelos
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+Cenários Paralelos
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Playback
Apresentar para os demais quais foram os cenários paralelos encontrados. Explicar os cenários escolhidos com a "melhor" experiência (UX=5) e "pior" experiência (0).
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https://vimeo.com/144575487 https://vimeo.com/144575462
https://vimeo.com/144575446 https://vimeo.com/144575414
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Entrevista
O quê: Entrevistar os usuários para saber sobre suas últimas experiências de “Tour Guiado” e entender:
• Onde foi a experiência • O que? Qual foi a experiência? • Como foi a experiência?
• Como chegou na experiência? Motivações • Com quem estava? Qual situação? • Era possível completar a tarefa sem o Tour Guiado.
Objetivo: • Conhecer o usuário • Entender o tipo de usuário? Como ele se comporta? • Quais são seus drives? O que o motiva a fazer/continuar/abandonar o Tour Guiado? • Ganhar conhecimento sobre o possível modelo mental do usuário. ( como ele age e
pensa e quais são seus drives).
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https://vimeo.com/147542586
Video
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Mapa de Empatia
• O quê: Utilizar o conhecimento levantado na Entrevista para criar um ponto de vista do tipo de usuário projetando o modelo mental do usuário em relação ao desafio proposto.
Objetivo:
• Praticar empatia se colocando no lugar do usuário frente à um desafio e expressar o que o usuário pensa e sente (inferido) e o que e faz e fala (observado).
• Visualizar pontos de dor e objetivos do tipo de usuário.
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Playback
Apresentar para os demais grupos os perfis de usuários mapeado.
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https://vimeo.com/144575894 https://vimeo.com/144575895
https://vimeo.com/144575896 https://vimeo.com/144575897
https://vimeo.com/144575898 https://vimeo.com/144575899
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Jornada AS-IS
• O quê: Utilizar o conhecimento levantado na Entrevista e na criação do Mapa de Empatia e mapear a Jornada do Usuário na resolução do problema.
• Objetivo:
• Mapear os momentos da Jornada do Usuário
• Capturar dimensões de percepção do usuário em cada momento da jornada
• Visualizar pontos de dor e objetivos do tipo de usuário
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Descobrir Entender Conectar Monitorar Agir
Faço
Penso
Sinto
Jornada AS-IS
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
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Dores/Oportunidades
• O quê: Identificar no momentos da Jornada em o usuário tem dificuldades/issues (dores) para executar uma tarefa e tentar visualizar uma oportunidade.
• Objetivo:
• Mapear pontos de dores dos diversos tipos de usuários durante sua jornada na resolução do problema.
• Mapear pontos de possíveis melhorias para ser utilizados no momento de criação de idéias.
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Descobrir Entender Conectar Monitorar Agir
Faço
Penso
Sinto
Jornada AS-IS
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
Pesquiso no
GooglePesquiso
no Google
Pesquiso no
Será que vale a pena?
Cansado de procurar
referências…
dor oportunidadade
dor
falta confiança?
oportunidadade Fazer o usuário confiar mais
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Ideation+Co-creation
• O quê: Tendo como orientação o Hill (desafio) juntar o time e o usuários entrevistados que representam o Perfil para criar idéias que resolvam problemas para o perfil de usuário sendo trabalhado.
• Objetivo:
• Gerar o maior número de idéias possível individualmente e depois co-criar com as idéias dos demais do time.
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Prototipação
• O quê: Escolher uma das idéias geradas para prototipá-la de forma que possamos “materializar" rapidamente esta idéia para apresentar aos usuários e observar suas interações.
• Objetivo: • Representar de forma rápida nossas idéias • Visualizar nossa idéia em outra dimensão • Interagir com demais “tocando" a idéia • Permitir ao usuário contribuir com nosso protótipo de
baixa fidelidade • Aprender mais sobre a problema/idéia/interações
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Playback
Apresentar o protótipo para os demais grupos mostrando como as idéias resolvem o problemas do usuário levantado de acordo com o desafio proposto.
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Jornada AS-ISTurma de 27/Out
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Jornada AS-ISTurma de 28/Out
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Entender Prototipar
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Videoshttps://vimeo.com/album/3639948
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Fotos Dia 27 - Acesse o álbum aqui
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Fotos Dia 28 - Acesse o álbum aqui
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Entender Prototipar
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Referências
d.school - Virtual Crash Course http://dschool.stanford.edu/dgift/
d.schoolDesign Thinking material
Harvard Business ReviewDesign Thinking by IDEO
IBM DesignIBM Design