Updated slide deck June 2014. Workshop delivered for CAVAL HR committee for academic libraries.

1. Design thinking for
designing and delivering services
Zaana Howard | @zaana
Huddle | @wearehuddle

2. Libraries are facing challenges
What are the greatest challenges you are facing?
What might the customer value proposition of libraries be
in the future?
What might your library become?
DESIGN THINKING WORKSHOP | Zaana Howard | 2

3. Agenda
1.35
What is design thinking?
1.50
Discover: Understanding libraries now
2.10
Define: Thinking about tomorrow
2.40
Develop: Prototyping the library of tomorrow
3.45
Deliver: Pitch & showcase
4.20
Wrap up
DESIGN THINKING WORKSHOP | Zaana Howard | 3

4. what is
design thinking?

5. design is evolving
from this
to this
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6. design thinking is a
human centred,
collaborative & creative
approach to solving
complex problems
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7. Adapted
from
Brown
(2008).
business (viability)
technology
(feasibility)
people
(desirability)
design thinking integrates...
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8. is a balance of thinking...
Adapted
from
Mar6n
(2009)
analytical
thinking
intuitive
thinking
design
thinking
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9. Adapted from We are Snook
design thinking starts with...
users
clients
customers
stakeholders
borrowers
patrons
people
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10. a note on language...
user centred design
human centred design
user experience
service design
design thinking + ...
often interchanged, all related but each has
its own distinct definition, history and
foundations
DESIGN THINKING WORKSHOP | Zaana Howard | 10

11. the
design thinking
process

12. design process
discover
define
develop
deliver
Based on UK Design Council
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13. design process
discover
define
develop
deliver
general
problem
specific
problem or
opportunity
solution
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14. design process
discover
define
develop
deliver
diverge
converge
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15. how design feels
Based on Daniel Newman, Central Office of Design
DESIGN THINKING WORKSHOP | Zaana Howard | 15

16. on your
mark

17. ground rules
Have fun
Encourage
wild ideas
Bring ideas
to life
Work fast
Work together,
no spectators
Done,
not perfect

18. discover

19. Share what you know
Share stories &
experiences
Interview each other,
have a conversation,
share stories about
your customers and
library experiences.
10 minutes to share
Capture any themes
and insights
Questions to consider
What are the greatest
challenges you are
facing? Why are these
challenges?
What is causing these
challenges?
DESIGN THINKING WORKSHOP | Zaana Howard | 19

20. Capture opportunities
10 minutes on opportunities for
the future
From your conversation:
What are the needs of your
customers?
What opportunities did you spot?
Turn that frown upside down
Problems can be solved, or even
better new futures created.
DESIGN THINKING WORKSHOP | Zaana Howard | 20

21. define

22. Build a persona
20 minutes on building personas
Who are you designing for?
What motivates them?
What are their needs?
What is their background?
How do you design for their
context?
Personas help idea generation
and help you become more
empathic with your intended
audience.
DESIGN THINKING WORKSHOP | Zaana Howard | 22

23. Personal information
Age: 19
Profession: full time student
Field: Design
Home life: single, lives with parents
Hobbies: hanging out with friends
Personality: arrogant and ambitious
Amelie the Undergrad
“Do I need to know this to
pass?”
• Inexperienced library user
• Only interested in what’s required
• Research is not a key part of the
course
Background
Computer usage
Library usage
Key experiences
Experience: high
Primary uses: IM, email, web, Creative Suite
Favourite sites: Facebook, YouTube, Vimeo,
Design Milk
Hours online per week: 40
Works out of: library or home
Devices: laptop & any device she can get
her hands on
How often (online): weekly
How often (offline): few times a week
For: study, meet friends
Advanced features: rarely
Reliance on library: high (few
alternatives)
Material: books
Uses: catalogue
Amelie uses design books in the library
to get ideas for projects. She does not
rely on the library’s journal collections,
her emphasis is on books. She uses the
online catalogue to get started but
spends most of her time pulling books
from the stacks and looking for images.
As a design student her work is very
project focused with little research
required. Some of her projects are highly
independent, others involve working in
groups and building on ideas from her
colleagues. Her studio work involves
developing prototype designs by using
Creative Suite software, constructing
physical models, and sketching on
paper.
She relies on Getty Images and Flickr
as good sources for digital images.
She has found it difficult to search for
images through the library.
She has tried to use the “ask a
librarian” feature but sometimes she
gets the feeling that there are not
enough resources to handle all the
requests so you have to wait for a reply.
Amelie uses the library systems so
infrequently that she doesn’t get used
to them or build up tactics or strategies
for success. Amelie needs help to use
the library.
If you don’t bring the book back on
time you get an “outrageous fine,
something like $30.”
Zaana Howard 2012. Adapted from persona examples from Step Two Designs & Cornell University. Persona images courtesy of Flickr Creative Commons.

24. Draw your persona:
Name:
Age:
Where do they live:
Build a persona
What do they do during the
day?
What do they value?
How do they use the library?
What are their key experiences?
What are their needs?
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25. Create a focusing question
10 minutes to create a question
Example:
How might Chris, a culinary
apprentice, find relevant and
credible information on knife skills
so that time researching and
learning is minimised as she works
full time and has a baby at home?
Make it juicy & actionable
Question structure:
How might who what so that
why?
Based on the challenge, need,
persona and insight.
DESIGN THINKING WORKSHOP | Zaana Howard | 25

26. develop

27. Creating new futures
50 ideas in 10 minutes
Document, visualise &
build upon ideas, ‘Yes and...’,
Be wild.
Ideas and opportunities
What are the opportunities and
possible solutions to the
problem you identified?
Is this a new role for libraries?
A new service for customers?
Is it even a physical space?
DESIGN THINKING WORKSHOP | Zaana Howard | 27

28. Synthesise solutions
10mins to choose a solution.
This might be one idea you’ve
had, a mash up of several or
something new!
How will you solve the
problem?
All problems have several
solutions.
Consider how you might best
resolve the problem you’ve
identified.
DESIGN THINKING WORKSHOP | Zaana Howard | 28

29. Storyboard the new experience
15 minutes to storyboard your
ideas
Top tip: Start in the middle of your
story with your ‘magic’ service
moment, what are you trying to
achieve?
Don’t forget context: who? what?
why? where? when?
Story
What is the story of your new
product | service | library?
Like a story, it should have a
beginning, middle & an end
before aftermagic moment
DESIGN THINKING WORKSHOP | Zaana Howard | 29

31. Prototyping a library service for
tomorrow
30 minutes on prototyping and
improvising your future library
Sketch, draw, build. Don’t be precious!
Could be: wireframe, diorama, role
play, scenario. Don’t be limited!
Make your idea come to life
Highlight what parts of your idea
have ‘form’ and make them tangible.
What parts of your idea can people
touch?
What will people see when they first
encounter your service?
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32. deliver

33. Prepare your pitch
10 mins to prepare
3 minute pitch
Stick to it.
Tell us your vision.
Audience
Who is your audience?
Who is your new library
service for?
Content
What is your tweetable
pitch?
What is it called?
How does it work?
Format
How are you going to
present your pitch?
Make it engaging but
informative.
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34. showcase

35. summary

36. process reminder
discover
define
develop
deliver
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37. four principles
conversation
collaboration
visualising and making
storytelling
DESIGN THINKING WORKSHOP | Zaana Howard | 37

38. key is collaboration
most problems are too complex for one
person.
involving customers, multiple
perspectives, disciplines, knowledge,
skills and experiences is key.
DESIGN THINKING WORKSHOP | Zaana Howard | 38

39. thank you CAVAL!
@zaana
@wearehuddle
wearehuddle.com
All images courtesy of The Noun Project
Children designed by Gilad Fried
Tiger designed by Allison Dominguez
Heartbeat designed by Jardson A.
Fast designed by irene hoffman
Group designed by Lucian Dinu
Magnifying Glass designed by Edward Boatman
Crosshair designed by Phil Goodwin
Tools designed by Shane Miller
Play designed by John Chapman
Cut Spending designed by Matt Brooks
Scale designed by Anthony Rees
Compass designed by Naomi Atkinson
Call designed by Shelby Blair
Puzzle designed by Julien Deveaux
Theater designed by Björn Andersson
Graph designed by Pham Thi Dieu Linh
Trophy designed by Luboš Volkov
Stopwatch designed by John Caserta
Presentation designed by Alexander Bickov
Film designed by Björn Wisnewski
People designed by Reza Mostmand
Microphone designed by serhat ozirik
Document designed by Thomas Le Bas
Second Thought designed by Benjamin H. Byron
Rubik's Cube designed by Murali Krishna
Question designed by Brennan Novak
Molecule designed by Gislene Carvalho
Brain designed by Eric Bird
Create Database designed by Ilsur Aptukov