Experience Design by Design Thinking

“As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful. These experiences will not be simple products. They will be complex combinations of products, services, spaces, and information. They will be the ways we get educated, the ways we are entertained, the ways we stay healthy, the ways we share and communicate. Design thinking is a tool for imagining these experiences as well as giving them a desirable form.”

Tim Brown: “Design Thinking” in Harvard Business Review, June 2008 (p.8)

Tim Brown is the CEO and president of IDEO

Design Thinking

Design Thinking activities may roughly be grouped in three themes: inspiration, ideation and implementation. Tim Brown writes: “The design process is best described metaphorically as a system of spaces rather than a predefined series of orderly steps. The spaces demarcate different sorts of related activities that together form the continuum of innovation. Design thinking can feel chaotic to those experiencing it for the first time. But over the life of a project participants come to see—as they did at Kaiser—that the process makes sense and achieves results, even though its architecture differs from the linear, milestone-based processes typical of other kinds of business activities.”

Source: http://design-planning.blogspot.dk/2008/06/design-thinking-tim-brown-or-ideo.html

 

1. Inspiration

Expect success

Build implementation resources into your plan

What’s the business problem? Where’s the opportunity? What has changed (or soon may change)?

Look at the world: Observe what people do, how they think, what they need and want

What are the business constraints (time, lack of resources, impoverished customer base, shrinking market)?

Involve many disciplines from the start (e.g. engineering & marketing)

Pay close attention to “extreme” users such as children or the elderly

Have a project room where you can share insights, tell stories

How can new technology help?

Are valuable ideas, assets and expertise hiding inside the business?

Organize information and synthesize possibilities (tell more stories!)

 

2. Ideation

Brainstorm

Make many sketches, concoct scenarios

Build creative frameworks (order out of chaos)

Apply integrative thinking

Put customers in the midst of everything: describe their journeys

Prototype, test, prototype, test…

Tell more stories (they keep ideas alive)

Communicate internally – don’øt work in the dark!

Prototype some more, test with users, test internally

 

3. Implementation

Execute the vision: engineer the experience

Help marketing design a communication strategy

Make the case to the business – spread the word

Move on to the next project – repeat

 

 

 

Our current time

Exhibition practices that make sense of our time, filtered through Stanford archaeologist Michael Shanks: Design Matters: what is (of our) human making?

In search of new aesthetics in the field among nature, art and technology……

DEAF symposion 2012 – http://www.v2.nl/events/vital-beauty-symposium

“How can the age-old notion of beauty regain an importance appropriate to the 21st century? Our need for beauty has not diminished, as hard as modernism tried to erase it from art and life and supplant it with the sublime. It was a sublime that increasingly associated itself with negation and deconstruction. In contrast, vital beauty, as defined by John Ruskin more than 150 years ago, is a beauty of sympathies and affinities with life forms. Yet vital beauty must be reinvented, since life forms today can be technological as well as natural. The concept of vital beauty raises the question of how we should design our environments, our objects and our lives, and of how we might one day invent a politics of beauty.”

The publication was released during the Vital Beauty Symposium at May 16, 2012 in de Balie, Amsterdam
Kilde: V2, http://www.v2.nl/publishing/vital-beauty

Download foreword

Personaer

– et 65+ægtepar som kommer til Stevns Klint med turbus, som del af en større gruppe i april måned

– en Østerbro familie, 2 voksne, 2 børn (alder: 9 og 11 år), en weekend i maj

– et ca 50 årigt ægtepar, tyskere, på Berlin-København cykeltur, sommerferie/juli

– bedsteforældre med små børnebørn (alder: 4 og 8), efterårsferie

– en gymnasieskoleklasse, maj eller september

– en minibus med en gruppe geologi-forskere, svenske eller tyske, maj eller september

– Store Heddinge beboere

TD og CS talte på møder i juli om relevante personaer ud fra eksisterende viden om besøgende, informeret af turismeredegørelse, samt samtale med turistchef Lone Dalthur, og kom frem til en bruttoliste over potentielle, relevante personaer. Denne liste blev skåret til og udbygget en smule ved telefonsamtale 17082012.

Litterature notes: User Experience Design – a definition

“User experience design is the creation and synchronization of the elements that affect user’s experience with a particular company, with the intent of influencing their perceptions and behavior. These elements include the things a user can touch (such as tangible products and packaging), hear (commercials and audio signatures), and even smell (the aroma of freshly baked bread in a sandwich shop). It includes the things that users can interact with in ways beyond the physical, such as digital interfaces (web sites and mobile phone applications), and of course, people (customer service representatives, salespeople, and friends and family). One of the most exciting developments of the past few years has been the ability to merge the elements affecting these different senses into a richer, integrated experience.” (Unger & Chandler 2009:3)

Although the focus of Unger & Chandler’s book is the design of digital experiences  – particularly interactive media such as web sites and software applications (apps), the authors also offer a broader and more comprehensive definition of user experience design – that is; one which does not only center on the design of digital experiences.

Russ Unger and Carolyn Chandler, 2009: “A project guide to UX design: for user experience designers in the field or in the making”