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Design Thinking With Persona
The document discusses the importance of design thinking and using personas to innovate business solutions by truly understanding consumer needs. It emphasizes empathy, contextual research, and prototyping to identify opportunities and refine business ideas. The use of various design methods and principles is suggested to frame challenges and guide the development of solutions.
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Design Thinking With Persona
- 1. Design Thinking with PERSONAS
- 2. How to reallyinnovate any business problem or need?
- 3. You have abusiness need? Business
- 4. But, consumers haveneeds too Consumer
- 5. Design Thinking isframework to innovate and think different
- 6. The Design Thinkingjourney begins with really understanding the customer….. http://www.designkit.org/
- 7. The Design Thinkingjourney begins with really understanding the customer….. Design Thinking Phase Traditional project management Phase Customers need Business need Explore Externalise Iterating Evolve Define your business problem Your need Discover Crystallize Analysis/ ideation Prototype Implementation Bridge the gap via insight Explore –go out into the world Source: Adapted from Second Road (www.secondroad.com.au/)
- 8. To bridge theseneeds requires a new way of thinking
- 9. And it startswith the consumer START HERE Customers what are they thinking, doing and feeling? Do we have the technology/ Process need? Does business model/case make sense? Desirability Looks at Feasibility of an idea looks at Viability of an idea looks at of an idea Source: Adapted from IDEO (www.IDEO.com)
- 10. …I mean reallyunderstand the customer – by going out into their world… (i.e. not “market research” but contextual/ ethnographic research)
- 11.
- 12. To build empathywith our customers
- 13. Empathy requires yourecognise and understand another’s point of view
- 14. Best way todo this is with a persona
- 15. An archetype (i.e.model of a person, an ideal example)
- 16. BUT… personas aremore then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy. More importantly their motivation or intentions.
- 17. So, what dowe need to look for when we create our personas?
- 18. We need toknow what they are…
- 19.
- 20.
- 21.
- 22. Thinking Doing Feeling in order to build...
- 23. Think Do Feel Empathy
- 24. Think Do Feel Empathy Insight
- 25. Think Do Feel Empathy Insight Opportunities
- 26. Think Do Feel Empathy Insight Opportunities New business ideas
- 27. Think Do Feel Empathy Insight Opportunities New business ideas Prototype
- 28. Think Do Feel Empathy Insight Opportunities New business ideas Prototype Look, listen and try it out with our persona
- 29. Think Do Empathy Insight Opportunities New business ideas Prototype Feel Look, listen and try it out with our persona
- 30. Tool to helpwith working out these new business ideas, we prototype so see what works
- 31. Why prototype? Buildingprototype(s) helps us quickly learn about the idea and identify what to refinement opportunity are need - thus creating an optimum result.
- 32. If we havethat, we have a…
- 33. There are also“design methods” you can use… Method to inspire us, help us come up with ideas, help us implement ideas. They help us with questions like… •How do I conduct interviews with my segment? •How do I really get to understand their actions, feeling and thoughts? •How to turn learning's and insight to opportunities? •How do I make my ideas reality?
- 34. Examples of designmethods.. How Might We Every problem is an opportunity for design. By framing your challenge as a How Might We question, you’ll set yourself up for an innovative solution. Interview A way to understand the hopes, desires, and aspirations of those you’re designing for than by talking with them directly. Design Principles Guardrails of your solution—quick, memorable recipes that will help keep further iterations consisted IDEATION INSPIRATION Create a Concept A more polished and complete than an idea. It’s more sophisticated, it’s something that you’ll want to test with the people Prototype A chance to run your solution for a couple weeks out in the real world. IMPLEMENT Pilot A longer-term test of your solution and a critical step before going to market
- 35. Method cards: designtools
- 37. Card sorting andaffinity diagram Raw data points observed from interview Grouping insight into patterns 1. Customers enquiries into data points 2. Data into patterns 3. Patterns into insight 4. Insight into design principles Design principles provide you the constrains your solution should take into account (e.g. Steve Jobs & mouse) Develop design principles to ideate
- 38. Learn more… HCDToolkit A step-by-step guide to the elements of human-centered design http://www.designkit.org/resources/1 http://www.ideo.com/ http://www.designkit.org/
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Editor's Notes
- #2 Things to take into consideration in website design. Whether you have a multi-disciplinary design team, or are tackling it on your own, these concepts can be applied to your project.