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Lecture 5 - MDIP
So Let me just share with you what we are going to do this morning: We're gonna talk about ideate, a prototype and testing. I will also share some tips about the next homework for the design factory ideate.
Ideate,Prototype and test
Introduction
Today's lecture is going to be on the ideate and then we're gonna move to the prototype and test where I’ll share some tips about what are our expectations, aims and interests related to the prototyping and testing. Still the next factory will be about ideate. Generally speaking, when we are talking about design thinking we are always considering some recurrent keywords. Together with solving problems, that is the generic goal of Design Thinking, there is the learning mechanism which is something that you build on and that you will be able to understand and then assess: when you create ideas, when you start to think about the solution in the design thinking process, you need to have in mind that the ultimate goal is to understand, assess, and comprehend, if it is possible for you to learn something, which could be the market test, the interaction with the end users etc. → Every action that you will do in the process (such as to get information from the market) is meant to learn about the idea that you are proposing and learn on the process that you are conducting. The process, in doing so, changes and adapts along the Sprint project according to the different context you are facing and the tasks you are performing.
Ideate, Prototype and Test connections
In this lesson we are going to see all the last 3 moments of design sprint and 2 main issues linked that you should to keep in mind to properly define the solution:
- Uncertainty: when you are creating, when you start to build the prototype, you experience uncertainty because you are far from the market. In the Empathize and Define phases there are moments in which you are interacting with the market quite intensively , learning from it what it is willing to receive. But then, in the envisioning, you are alone with your teamno more interaction with market. Especially in the Ideation (creative moment) but also in the
prototyping you are detached from the market (you jump into an unknown space), trying to creatively solving the problem you have defined through a solution but the final goal is ↓
- Learning: ideate is not a standalone moment, everything you craft is meant to be tested with the final goal to learn from the market (in the end you want to learn from the market). When you start ideating you have to keep in mind what is the direction you are going to test. Otherwise, you will focus only on being creative. But being creative without considering prototype and test, It means that the reality you're doing something wrong, because ideation per se is valuable, of course, but is useless. → These last 3 moments are iterative and have to be considered contemporary altogether. You ideate something, you craft it in a prototype and then you test it on the market learning something back. From this knowledge you can ideate something different and go back to the loop.
Representing and Sharing your Idea
This first part is inspirational and aims to show the reasons why it's important to properly share your ideas and to be able to represent them. Visualizing things and being able to sketch is something crucial and valuable in order to assess and create something that is doable in prototyping terms. It's really important that all the members of the team are aligned on product or the service that you are designing. Ex Asking to the teammates to design the shape of a knife on a paper will allow you to see that everyone has a different visualization of the word “knife” → the word knife without the esthetical representation of it is meaningless. This is the reason why we are talking about visualization, while crafting solutions we have to keep in mind that you have a presentation of a concept of your idea. Instead your teammates are not seeing
- End user
- Companies and stakeholders in the same sector or other sectors
- To gain knowledge and learning from Design Thinking is a cognitive methodology but that is also practical because it has to come up with something valuable and concrete. “What you think “and “what you do” need to go together in order to craft the solution and come up with something that is really valuable.
Ideate
The aim of the ideation phase is to create something, and to do so you have to leverage on something that already exists. What does it mean? In order to enter into the ideation phase, you have different sources of knowledge, at least you have two kinds of knowledge: One is what is coming from the Define phase they can be needs, they can be insights that are coming from your flow of thoughts as a team. The other input is existing elements: are something that is already existing outside in another industry that the team can use as a source of knowledge, existing knowledge in this case, in order to boost the ideation activity leveraging on different perspectives getting inspired. In particular this second source of knowledge boosts and speeds up the design thinking process because it leverages something already existing on the market and then already validated (inspirational case studies). → WHY you perform ideate phase: The aim of the ideate is to transfer ideas and come up with something that is inspirational and valuable. → HOW you will manage ideation phase: The team needs to move from the problem defined, where you have the HMW question, where you have the assessment of the conditions you are facing, to an answer to the problem To do it, the team needs to be able to share ideas with the others (that’s the reason why we talked about representing and sharing) and be able to classify the ideas you are proposing in terms of success, delightfulness, breakthrough
and innovativeness: this means classify the outputs that will allow you to craft the MVP(look at the graph above) according to:
- Radical - Incremental
- Delighters - Must have This classification allows to assess the quality of the ideas you are proposing. It’s possible to carry on this activity on paper or digitally ex IBM Watson Steps To properly perform the ideation it is possible to follow different approaches : The first one is suggested by the Design Sprint, it is the Crazy 8s process , so gather some info from existing market, connect them and start the crazy 8s so 8 moments in which you sketch your solution and then do a longer storyboard where you will be able to also point out how to craft and to manage the different interaction. The second one, coming from the Design kit, is Brainstorming. To perform the brainstorming it’s necessary to follow some rules:
- defer judgment
- Think about something that is capable of sparking wild ideas that would not come without the brainstorming session (craft things that are somehow more relevant and more valuable).
- Build on the ideas of others, discussing and sharing.
- Be visual, in order to transfer your idea in your statement.
- Brainstorming gains for quantity and not only quality. The idea is that you need to come up with hundreds of ideas that then can inspire you on where to go. Performing the ideate, many ideas will come out. To take decisions among them will be necessary to have principles (also for prototype phase), common fixed elements that are going to underpin every decision. [you need to fix common standard of characteristics of the solution (ex. easy interaction between the user and the platform). Those principles usually are simple, they are not complicated, but are things that allow you to start reflecting over how to create the prototype] When the team has a lot of ideas it might be necessary to bundle them (clustering). This activity is very important, not only to be aligned, but especially because clustering similar ideas the team can find a theme. Within this theme it’s then possible point out the the most interesting elements and keywords that are what the team will prototype. To be successful in performing every different approach, the team will decide to run is necessary criticism that means having a critical perspective over the reflection the team is conducting. Practically this means:
- When you select principles they don’t have to be too much simple, as buzzwords like “simplicity”, “personalization”, these are buzzwords, not principles, and having them will be useless
- When you bundle ideas all the teammates have to start deeply thinking about the solution they are going to offer
has theory related to personalization, for example an inspiration case study can be Nike ID for example, even if the personalization is not done in the fashion industry, but is done in a completely different industry. Post an image, describe why in your eyes is interesting, describe a little bit the experience of how the interaction is done, and then some key takeaways (aka what is inspirational). Upload only on miro, you’ll share them to teammates at the beginning of the factory.
- Write down your idea statement: try to propose your solution. is the moment in which you will craft your intuition in where you craft your idea it could be connected to the example that you have done before The aim is: - to write the idea statement → what is the core of the solution and what problem are you solving - Write down the core features and expected benefits - A visualization of the idea Deadline: before the factory DOMANDA GIANLUCA: If you mean the individual idea statement, Is it fine, if you want to drop an email to me I will be more than happy supporting you and reflecting with you over it. So it's not a problem. There will not be a dedicated moment for sharing the individual idea statement directly with me or Claudio. But if you have some doubts some things that you want to discuss, just drop a message is not a problem.
Prototype
Prototyping is a moment that allows the team to create a tangible representation of the idea that allows to explain the solution. In particular the team is guided in the prototyping by understanding:
- how a solution looks like
- how it works
- how you the user can interact with it Prototype = The first preliminary model of the solution that you are proposing. It is the first embodiment of the solution, and is also connected with the ideation phase. [When you do the ideation you come up with some intuitions, with some ideas, that then you need to be able to then communicate, test, improve through the prototype]. To make a prototype, the team has to build on and identify the key elements and features defined in the ideate moment, to put in the solution. [The connection between the 2 moments is strict, in fact in the ideation, the team comes up with some intuitions and ideas, then it needs to communicate, test, improve them and create the final version of your solution]. MVP Doing so the team is able to come up with a minimum viable prototype. Design and entrepreneurial world are connected on this concept with minimum viable prototype and minimum viable product → the smallest amount of work that you need to do in order to create the product that can launch in the market. (Because it is simple in terms of features, but allow you to gain money out of it).
The MVP is a simple version (in terms of features) to accomplish the same task and it is needed for the testing activity. The objective of the MVP is to have a first tangible object that you will put into the market and use as a testing activity. According to the results, it might be necessary to pivot → some changings to create something more valuable. MVP → test if there is viability behind the assumption MVS The MVP is not the only way to think about this solution: The common view about the MVP is that it is mainly focused on the financial dimension of the product → how to gain money out of it. There is also the MVS = minimum valuable service, where valuable means the value for the end user → the idea is that you are no more designing as in the entrepreneurial world for viability (= for making money) but you are designing for making and testing value (valuability) with a human dimension but still with the same learn, build and measure loop MVS → test if there is a value ( in terms of desire) for the user in the solution If in the let's say MVP, traditional version of minimum viable product, the aim is to test the fact that there is a viability behind your assumption. So, whether there is someone that is willing to pay for your solution. In the MVS, the minimum available service, you will have a completely different understanding where the aim is to assess if there is a value in terms of desire for the user in using the solution. EX Pepsico was able to switch from the MVP to the MVS, from the product to the service, understanding how they can create value out of it. The solution proposed was a flavor for water, healthy and able to improve the taste of water. They tested this in south America and, since there was value, then replicated it in other places. The solution was based on pods and since they worked, they replicated the entire system on the Gatorade industry, creating specific pods according to the activities you carry. → To carry these activities they looked on the market what was needed, the values, not only checking the viability. How can you do the prototype? How can you really be able to see if a prototype is working?
→ The prototype is done to LEARN something!! It could be the reaction from the market. Or there could be the reaction of your user, or there could be the reaction of different stakeholders. [And that's the reason why if you remember from the design, Sprint In the explanation, you have the suggestion to look at the facade. So not invest too much in the prototyping in order to come up with a, let's say final version of the prototype of your product in the early phase of your design thinking project. Of course, at the end, when you need to close the project, you need to arrive with a product that will work, which is a product, no more a prototype. But at the beginning, in order to share to transfer to your stakeholders, your perception, your view, you need to have this kind of understanding, so a different perspective over the interaction.] Useful Tools for prototyping: to create wireframe interaction, making them live through Envision, for example, or leveraging sketch, or figma tools that allow you to experience differently the environment, those are elements and tools that can support you in doing the prototype. Of course, for a very simple prototype, you can also use PowerPoint, if you want, you know that in PowerPoint, you can create shortcuts from one slide to another and create sort of actionable tools. This is the kind of experience that you can create through creating clickable images and for example, simulating a little bit of the navigation through different web pages in a simple way. Link on slides
Testing
It is a moment designed to understand if your prototype is valuable and interesting for the market. In the testing phase you need to connect the elements developed in the prototype and get empathy from the users with the final aim to learn gain knowledge. It is really intertwined with prototyping phase. Steps There are 2 main steps in the testing phase:
- What are the assumptions and hypothesis to test
- Design the testing activity that you want to ask to the users to evaluate if the way you have designed the solution is really working The testing phase always need to have 3 dimensions:
- Who is doing the test
- How you are running it (task and activities)
- Why you are running it (scope and objective) There are different kind of testing: - Usability testing : understand if the UI is easy to use and people are able to do so - Cognitive walkthrough : look at the different interactions that the users are expecting Testing is a way to keep getting feedbacks or receiving feedbacks and is always a matter of learning from the feedbacks; then you have the iteration, every time you do a test. In reality, you are iterated a lot with the market and you are interacting a lot with the market and you are learning from the market itself.
*check slides! When the team is testing, the goal is to learn in an iterative process with the fstarinal user.
