Design Thinking Dallas by Chris Bernard

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Information about Design Thinking Dallas by Chris Bernard

Published on October 31, 2007

Author: chrisbernard



These are the slides I gave for a keynote at a conference hosting by IMC2 for the Design Thinking Dallas Conference. Some of the content here is repetitive across other presentations I give.

Questions? Email me at

Chris Bernard User Experience Evangelist 312.925.4095 DESIGN THINKING DOORS TO MEANINGFUL INNOVATION All photos are for educational purposes


hard to use




designed by engineers

Who am I?

Why should you care?

Why do I care?

Why are we here?

What is design thinking?

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

Trouble is here.

So is opportunity.

Some History Unmet Feature Distinct Upgrade Value Articulated Unarticulated Commodity Taken-For Granted Met

“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

Three trends




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

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

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

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

Communities try to answer… “What is sustainable?”

Let‟s take a trip

The good old days.

Process Source: Gregg Berryman


Process Source: Gregg Berryman


Process Source: Gregg Berryman

Two Things Happened

Design is back baby! Yeah!

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

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

The economic models for software are changing.


Let‟s take another trip.




but then…

Our disciplines and what is required of us is changing.

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

It impacts how we work together Source: International Design Magazine

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

It impacts our workspaces

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

It impacts everyone

Great design thinking is expected…

…all the time.

Silverlight Airlines

What is design thinking?

It‟s not…

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.

Icing on a cake

Doesn‟t matter…

What does?


design is important

But design is a table stake…

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


user interface only scratches the surface

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


user experience is important

user experience is what makes…



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

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

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

Design Thinking gets you in the experience business.

Creating great experiences gets you in the innovation business.

How will you be different?

Establishing a common vocabulary around design thinking

Design Thinking

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

What roles does a designer play?

User Experience Roles Researcher Visual Planner Designer Interaction Information Designer Designer

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

User Research Design Planning Information Design User Interface Design Usability Testing

User Research Design Planning Information Design User Interface Design Usability Testing

User Research Design Planning Information Design User Interface Design Usability Testing

User Research Design Planning Information Design User Interface Design Usability Testing

User Research Design Planning Information Design User Interface Design Usability Testing Good interaction designers are more than just graphic or visual designers

Ok, enough about roles.

What can design thinkers do?

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

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

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

Why does it add value?

But who should drive this?

How do we implement it?

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

So, what do organizations focus on for success?

4 Concepts



It Works Great!



It Looks Great!



It Relates to You!



Generates Memories

Emotional Connection

What will experiences of the future look like?

Design Thinking Goals

Design Goals Make getting what you need

Design Goals Make getting what you need efficient & easy

Design Goals Makegetting whatresultsneed getting theeasy you Make efficient & you want more…

Design Goals visual getting & direct you theeasy Makegetting whatresultsneed Make efficient & you want more…

Design Goals Makegetting whattheir experience… getting abouteasy need Make efficient & you the results you Make peoplevisual & direct feel great want more…

Design Goals Makegetting whattheirexperience gettingemotional experience… theeasy need Make peoplevisual about you Make efficient& direct creating a feel great & positive want more… results you

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.

Where to learn more

Where to learn more

New platforms to advance design

Thank You! Chris Bernard 312.925.4095 Find me on Twitter, Facebook and Linkedin

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