Thinking. Design. Principles of. Thinking Like a Designer From Idea to Business

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1 Fall 2017

2 Design Principles of Thinking Thinking Like a Designer From Idea to Business Dan Harel, Adjunct Professor, Industrial Design, Rochester Ins9tute of Technology, 2017 For educa*on purposes only

3 Design Thinking An inclusive process that promotes user understanding and product development process to solve problems. But, it wasn t always like this as user feedback and par@cipa@on was never an aim of the industrial revolu@on.

4 Design Thinking Many consumer and commercial designs well into the 20 th Century displayed insufficient considera9on for user needs Early 20 th Century Household & Office equipment

5 Design Thinking A deeply human process A system of overlapping focus areas, not a sequence of orderly steps

6 Design Thinking A user-centered approach that considers user-understanding and user experience as fundamental components for crea@ng value. All stakeholders benefit A proven and repeatable problem-solving methodology that any profession, brand, or business can use to achieve excellent results.

7 Design Thinking An integrated approach to problem solving (All parts of the system equally important) & Technology + Intui@ve & Emo@ve Art/Design

opportunity that mo@vates the search for

8 Design Thinking Process The problem or opportunity that the search for The process of developing, and ideas The path that leads from the project stage into people s lives + +

EXECUTING Research: Immersion Observa@on Interview Suspension of judgment Mul@ple perspec@ves

9 Design Thinking Process PROBLEM DEFINITION A problem worth solving Most important stage CREATION OF MANY OPTIONS REFINEMENT SELECTION OF DIRECTIONS Repe@@ve process PICKING THE WINNER & EXECUTING Research: Immersion Observa@on Interview Suspension of judgment Mul@ple perspec@ves yield richer results Idea-mapping and clustering for strategic considera@on Prototyping & Tes@ng Design brief

10 Design Thinking Process A human-centered approach to innova@on that draws from the designer's toolkit to integrate: People s needs Technology possibili@es Business requirements Tim Brown, IDEO

11 Design Thinking Product Model Ideas related to specific user, market & technologies Viability Will it make money? Business Market People + Environment Desirability What are the needs of the user? Technology Enablers Feasibility Can it be made?

12 Design Thinking Human-Centered Design that are centered on the user s experience, the context or situa@on, and on promo@ng human values Experien@al User emo@ve needs Contextual Environment needs Basis for good design Humanis@c Promote human values People

13 Design Thinking the Right Ideas Needs (filters) User + environment Business + market Technology enablers Unfit opportuni@es (many) Relevant opportuni@es (few) Product Commercializa@on

14 Design Thinking Concept User Feedback Concept Research Ideas + Design Development (Mul@disciplinary) Pre-Com. Commercializa@on EXPLORE NEW SPACES EXPLORE SPECIFIC NEEDS New Knowledge User Technology (IP) Business New Knowledge Strategic Fit Long-Term Vision User Consulta9on

Design Thinking Ini@al Research What ques@ons should

User characteris@cs/needs Environment characteris@cs

15 Design Thinking Research What should be asked in the research? User Environment Target market/business Technology benchmarking

16 Design Thinking User Understanding Typical Who is the intended user(s) for my product? What physical or other aiributes best describe this person s life? What are the ac@vi@es this user is mostly involved with? Methods Observa@ons Interviews Data collec@on Documenta@on (illustra@ons, photography) Goals To become familiar with the lifestyle and relevant environments of the intended user To iden@fy and understand specific problems To iden@fy and understand specific needs (explicit and latent)

17 Design Thinking Environment Understanding Typical What are the of the space the product is intended for (interior/exterior, Methods Personal visit to user s environment Observa@on of condi@on and characteris@cs Observa@on of what users do in this space Interviews rela@ng to the usage of the space: - Rou@ne or special ac@vi@es - What works well and not - Real needs and challenges - Wishes and desires Documenta@on (illustra@ons and photographs) Goals To become familiar with the intended space the product will be operated in To iden@fy environmental aiributes that should be considered in the design of the product

18 Design Thinking Business Understanding Typical What is the intended target market for the product? What are the of this market? What other markets might also be interested in this product or its Methods Market research sources) Data Goals To become familiar with the cohort and the market you are designing for, including their lifestyle and demographics To specific challenges associated with this market To specific needs or wants for business success (explicit and latent)

19 Design Thinking Technology Understanding Typical What are the most important technologies that should be considered to enable the product to What are their most important benefits and downsides How easy/difficult it would be to acquire the technologies of interest? Methods Research and data based on the product s func@onal needs Technical diagrams, illustra@ons and images Intellectual property (IP) Usage in other products Goals To ensure func@onal specifica@ons and es@mated product cost are understood To ensure the design can be manufactured to perform as intended To iden@fy challenges that might prevent development (such as developing new technologies)

20 Design Thinking Benchmarking Method: Evaluate & Compare Select a few consumer products from a similar product category made by different makers Analyze your selected products based on specific categories / ques@ons (see previous page) PHOTO PHOTO PHOTO CATEGORIES / QUESTIONS PRODUCT 1 PRODUCT 2 PRODUCT 3 Target market Environment Technology Other categories / quesqons

21 Design Thinking Recommended Thinking like a designer - from idea to business Change by Design: How Design Thinking Transforms Organiza@ons and Inspires Innova@on (Tim Brown) Design Thinking: Integra@ng Innova@on, Customer Experience, and Brand Value (ebook) (Thomas Lockwood) The Art of Innova@on: Lessons in Crea@vity from IDEO (Tom Kelley) Design Thinking for Strategic Innova@on: What They Can t Teach You at Business or Design School (Idris Mootee) Design Thinking Process & Methods 3 rd Edi@on (Rob Curedale)

22 IdeaLab Team Please use the following guidelines for your IdeaLab presenta9on:

23 IdeaLab Fall 2017 Problem area Problem area (if different) Problem 1 st page of presenta9on should include this informa9on and One image of your final concept design Team members - Full name - College/department - Year at RIT - contact Team advisor (client) - Name + contact Team coach (RIT faculty) - Name + contact

24 Content Requirement (each team) User (profile) Environment Target market/business Follow this simplified Design Thinking process to research, organize and present your concept solu9on. Use as many pages as necessary Technology benchmarking new concept development (2D + 3D sketches/models, CAD) Experimental models/prototypes (images) Documenta@on/presenta@on (PowerPoint)

Thinking. Design. Principles of. Thinking Like a Designer From Idea to Business

Thinking. Design. Principles of. Thinking Like a Designer From Idea to Business Spring 2018 Design Principles of Thinking Thinking Like a Designer From Idea to Business Dan Harel, Adjunct Professor, Industrial Design, Rochester Institute of Technology, 2018 For education purposes