The document discusses design thinking and its importance for meaningful innovation. It defines design thinking as focusing on what is desirable to users, going beyond usability to create desirable experiences. It emphasizes that design thinking is needed for all roles and organizations to stay competitive. It outlines how organizations can develop design thinking capabilities through people, awareness/understanding, and execution of user experience principles and processes.

1. Chris Bernard
User Experience Evangelist
chris.bernard@microsoft.com
312.925.4095
www.designthinkingdigest.com
DESIGN THINKING
DOORS TO MEANINGFUL INNOVATION
All photos are for educational purposes

2. Why?

4. hard to use

5. unintuitive

6. confusing

7. ugly

8. designed by engineers

9. Who am I?

10. Why should you care?

11. Why do I care?

12. Why are we here?

13. What is design thinking?

14. Why do we all need to start
thinking about it right now?

15. Trouble is here.

16. So is opportunity.

17. Some History
Feature
Upgrade
Distinct
Value
Commodity Taken-For
Granted
Met
Unmet
UnarticulatedArticulated

18. “Because the purpose of business is to
create a customer, the business
enterprise has two, and only two, basic
functions: marketing and innovation”
Peter Drucker

19. Three trends

20. Technology

21. Business

22. You!

23. Source: Larry Keeley, Doblin
Technology tries to answer…
“What is possible?”

26. Business tries to answer…
“What is viable in the market
place?”
Source: Larry Keeley, Doblin

29. Experience / Design tries to
answer… “What is desirable to
users?”
Source: Larry Keeley, Doblin

32. Consumers try to answer…
“Where can I be part of the conversation?
How can I control my participation?
My voice?”

33. Communities try to answer…
“What is sustainable?”

34. Let‟s take a trip

35. The good old days.

37. Process
Source: Gregg Berryman

38. Software

39. Process
Source: Gregg Berryman

40. Process

41. Process
Source: Gregg Berryman

42. Two Things Happened

44. Design is back baby! Yeah!

45. Concept: Courtesy of Jon Harris, a Microsoft buddy

46. Concept: Courtesy of Jon Harris, a Microsoft buddy

47. Concept: Courtesy of Jon Harris, a Microsoft buddy

48. Concept: Courtesy of Jon Harris, a Microsoft buddy

49. Concept: Courtesy of Jon Harris, a Microsoft buddy

50. Concept: Courtesy of Jon Harris, a Microsoft buddy

51. Concept: Courtesy of Jon Harris, a Microsoft buddy

52. Our methods for designing software
and for the Web are broken.

53. The economic models for software
are changing.

54. How?

55. Let‟s take another trip.

59. Radio

60. Print

61. Television

65. but then…

71. Our disciplines and what is required
of us is changing.

72. Design and advertising are
converging, createding disruption in
how software and Web sites are
designed and how we create them.

73. It impacts how we work together
Source: International Design Magazine

74. It impacts how our customers and audience
interact with content and technology

75. It impacts our workspaces

76. Source: Hasso Plattner Institute of Design
It impacts how we need to think

77. It impacts everyone

78. Great design thinking is
expected…

79. …all the time.

84. Silverlight Airlines

86. What is design thinking?

87. It‟s not…

88. User interfaces that are applied
after an application and Web
site are architected are like
pushing icing around on a cake.
They can make something look
nice but not fix fundamental
problems, they merely hide them.

89. Icing on a cake

90. Doesn‟t matter…

91. What does?

92. Innovation

94. design is important

95. But design is a table stake…

96. …icing on the cake, when we only
use it for styling

97. interface

98. user interface only scratches the surface

99. …and gives designers a bad rap when
it‟s all we do

100. experience

101. user experience is important

102. user experience is what makes…

103. innovation

104. …happen.

105. We all need to be in the innovation business...

106. ...because merely making things that „work‟
(badly) isn‟t enough…

107. ...and if you can‟t do it right there are other
people all over the world who can—and want to.

108. Design Thinking gets you in the
experience business.

109. Creating great experiences gets
you in the innovation business.

110. How will you be different?

111. Establishing a common vocabulary around design thinking

112. Design Thinking

113. Design Thinking
User Interface Design
User Research
Information Design Usability Testing
Design Planning

114. What roles does a designer play?

115. User Experience Roles
Researcher
Planner
Information
Designer
Interaction
Designer
Visual
Designer

116. A human being should be able to change a diaper, plan an
invasion, butcher a hog, conn a ship, design a building, write a
sonnet, balance accounts, build a wall, set a bone, comfort the
dying, take orders, give orders, cooperate, act alone, solve
equations, analyze a new problem, pitch manure, program a
computer, cook a tasty meal, fight efficiently, die gallantly.
Specialization is for insects.
Robert Heinlein, Author

117. User Interface DesignUser Research Information Design Usability TestingDesign Planning

118. User Interface DesignUser Research Information Design Usability TestingDesign Planning

119. User Interface DesignUser Research Information Design Usability TestingDesign Planning

120. User Interface DesignUser Research Information Design Usability TestingDesign Planning

121. User Interface DesignUser Research Information Design Usability TestingDesign Planning
Good interaction
designers are
more than just
graphic or visual
designers

122. Ok, enough about roles.

123. What can design thinkers do?

124. Designers can think about „what‟ to
design and also about „how‟

125. User Experience Phases (Little d design)
Planning
High Level
Design
Detailed
Design
Production
Deployment
Sensing

126. Identify Intent
Conduct
Research
Conduct
Analysis
Conduct
Synthesis
Conceptualize
User Experience Phases (Big D design)

127. Why does it add value?

129. But who should drive this?

131. How do we implement it?

132. User Experience Capability
Awareness and Understanding
• No thoughts about UX as a
process within application
development
• Recognizes that UX exists as
a separate design discipline
within application
development
• Plan to build UX into future
products
• Existing initial investments in
UX with positive results
• Regards UX as a make-or-
break element of
application development
for competitive
differentiation
Business Value
• There is a limited
understanding of the
need for positive UX
• UX is poor by default
• Does not think that UX
applies to their
company/industry
• Sees no value in UX design
in definition process.
• There is a desire to build
UX, but it is not prioritized
and comes too late in the
process.
• Poor UX found after release
may not be addressed
• Measures UX quality during
all phases of a project and
takes corrective action for
poor UX.
• Develops repeatable criteria
for assessing user needs and
constantly benchmarks
against it.
• Interested in measuring
ROI of UX investments
including User
Effectiveness, User
Satisfaction and Quality of
Decisions.
• Uses UX extensively during
the definition phase of
efforts to frame solution
space or opportunity
People
• UX design skills may be
leveraged, but this is not a
core skill for any team
members; application of
these skills is ad hoc and
often not validated.
• UX professional involved in
application development for
limited UI input; they are
external to the team.
• Application development
team includes internal
design resources or external
agencies closely integrated
and aligned with the team.
• At least one functional role
within the team dedicated
to UX design in a leadership
role.
• Dedicated UX functions
across application life cycle
and agile project efforts.
• All points of contact to the
customer are aligned with
the UX vision through
effective internal
organizational
management.
• Thought leaders are
strategically aligned to use
UX capabilities to drive
disruptive innovation.
Execution
• Sole focus on "functional"
capabilities of applications,
making processes and
infrastructure work.
• No application of metrics to
measure productivity or
satisfaction with the
application.
• UX not considered
proactively at requirements
definition.
• Some rudimentary
assessment of user needs at
the conception of the project
and use of poorly collected
and validated data to make
decisions at various stages.
• Reactive UX design work
only in response to poor
user feedback.
• There is a continuous process
of assessing UX throughout
definition, design,
development, deployment
and runtime of a project.
• Primary research and a
rigorous design research
methodology is used
consistently.
• Internal metrics and
assessments for UX are
used in evaluating teams,
incentives.
• Actively developing
applications using a
process, tools and platform
with integrated UX
capabilities.

133. So, what do organizations focus on
for success?

134. 4 Concepts

135. 1

136. Function

138. It Works Great!

139. 2

140. Aesthetic

142. It Looks Great!

143. 3

144. Interaction

146. It Relates to You!

147. 4

148. Process

157. Generates Memories

158. Emotional Connection

159. What will experiences of the future look like?

160. Design Thinking Goals

161. Design GoalsMake getting what you need

162. Design GoalsMake getting what you needefficient & easy

163. Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…

164. Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…
visual & direct

165. Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…
visual & directMake people feel great about their experience…

166. Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…
visual & directMake people feel great about their experience…creating a positive emotional experience

167. If you take away 4 things:
Design thinking is critical for our software, our profession, our
stakeholder and users and the future of the software industry.
Delivering a great User Experience requires significant commitment on
our part to apply design thinking principles.
Microsoft is committed to being a great partner and supporting the
design community by creating the platforms, tools, and interoperability
needed to make a great User Experiences.
You are leaders in the community. Internalize the message, make it
your mission too.

168. Where to learn more

169. www.microsoft.com/design
www.microsoft.com/expression
Where to learn more

170. New platforms to advance design

171. Thank You!
Chris Bernard
chris.bernard@microsoft.com
312.925.4095
www.designthinkingdigest.com
Find me on Twitter, Facebook and Linkedin