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  • Suppose you are a part of a thriving business.

  • You need to branch out and find that next big thing.

  • Or say, you want to change a behavior, like getting people,

  • a lot of people, to use less energy in their homes.

  • How would you go about it?

  • Design thinking is a powerful tool to tackle the unknown.

  • It's a means of going on an expedition

  • without a map, without even knowing the destination,

  • but with the confidence that you'll end up somewhere great.

  • Let's make it tangible, with an example

  • that captures the five key elements of design thinking.

  • Daylight was given the challenge of getting kids

  • in America to move more, to help fight childhood obesity.

  • The project started with an idea-- provide kids

  • with a digital music player that has a motion sensor.

  • Then, give them rewards based on their activity.

  • But the big question was, would kids really use it?

  • What could make the experience so compelling

  • that they would use it long enough

  • to see the health benefits?

  • Learn from people.

  • We began by talking with kids.

  • We spent time in their homes and schools across the country.

  • We listened to them share their motivations, habits, delights,

  • and frustrations.

  • The research included kids in the mainstream, but also

  • incredibly active kids and the very sedentary.

  • It turns out that those at the extremes

  • are really good at giving a voice to problems

  • that those in the middle might feel, but have a harder

  • time putting their finger on.

  • Find patterns.

  • We captured our observations on hundreds of Post-it notes

  • and laid them all out to make sense of what we learned.

  • Using informed intuition, we look for patterns

  • that pointed to opportunities.

  • Daniel said, I get bored with solo video games;

  • it's the multi-player ones that keep me coming back.

  • Meg said, I don't listen to music when

  • I'm running because I want to talk to people.

  • Define design principles.

  • These quotes, along with others, revealed

  • one of the design principles that

  • would help us get to a successful concept.

  • Facilitate social interaction at all times.

  • Many such design principles emerged.

  • Together, they form the guidepost

  • of an experience that we felt confident

  • would resonate with kids.

  • Make tangible.

  • We asked ourselves how-might-we questions,

  • to bridge the gap from design principles to specific ideas

  • and then, quickly turn the best of them into rough prototypes.

  • Iterate relentlessly.

  • Building physical devices out of simple cardboard

  • and mocking up digital experiences

  • with paper and pencil allowed us to learn quickly.

  • With each prototype, we tweaked and evolved the concept.

  • We brought digital and physical models to kids,

  • to listen and learn.

  • The concept evolved until we got to a compelling solution.

  • What we ended up with

  • was a new product category.

  • Before Fitbit and Apple Watch we developed an activity tracker

  • that gave kids a portal to an online world

  • where they could share and celebrate their real world accomplishments

  • with each other and their families.

  • In a six-month clinical trial, the impact

  • was a 59% increase in physical activity.

  • Learn from people.

  • Find patterns.

  • Define design principles.

  • Make tangible.

  • Iterate relentlessly.

  • Whatever the challenge, design thinking

  • is a powerful tool to reveal new ways of thinking and doing.

  • and doing.

  • What in your world could benefit from design thinking?

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What is Design Thinking (2015)

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    dawning_chen posted on 2015/12/16
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