Welcome to Module 3!
Content by Kayla Clark (Kiss-Cut Studio) & Ariane Peralta (East Carolina University)
Recommended Schedule: there are 3 phases and a presentation to complete for Module 3. There are ~5 weeks between Module 3 kickoff, and your final presentations. Plan accordingly!
'Design Thinking' is a non-linear problem solving method used to keep humans in the center of design problems and bring collaborators to the table. Design problems aren't necessarily graphic design based, but would be better considered as a willingness to iterate and 'design' many innovative solutions to a potential problem.
Often in scientific research, a hypothesis and/or end goal may restrict an exploratory process. While constraints can be useful, especially in research, they can restrict creative ideas/solutions. Design Thinking allows for quick research, ideation and testing through a variety of ideas, so the final solution feels inclusive, informed, and will lead you to explore unexpected paths.
For Module 3, we will fabricate a design thinking challenge based on each of your interests. We specifically want you to focus your process on non-traditional methods of science communication for this portion of the training. Here are a few non-traditional, visually interesting ways that data is communicated:
Begin by creating an Adobe Express web page. This will be your final 'presentation' and where you should compile any appropriate notes, ideas, citations and links as you work through the Design Thinking process.
EMPATHIZE
The Design Thinking process starts with empathy. In order to create desirable messages, you need to understand who your users are and what they need. What are their expectations in relation to the product you’re designing? What challenges and pain-points do they face within this context?
If we were completing this challenge in 'real life', you would: spend time observing and engaging with real users (or people who represent your target group)—conducting interviews, seeing how they feel about an existing idea, and generally paying attention to facial expressions and body language.
As the first step in the Design Thinking process, the empathize phase encourages you to set your assumptions aside. Armed with first-hand insights, you’ll be able to design with real users in mind. That’s what Design Thinking is all about!
Since we are fabricating this process, YOU will be the target audience since you're already familiar with your areas of research and understand relevant 'wicked problems' in your world.
ACTION: Create a 'persona' based on yourself
In Module 2, you created designs for a specific audience, based on 1 given persona (below). Step back and consider yourself as a 'persona'. Mimic the format below and create yourself as a persona.
DEFINE
In the second stage of the Design Thinking process, you’ll define the user problem that you want to solve. Once you’ve synthesized your findings, you’ll formulate what’s known as a problem statement. A problem statement—sometimes called a point of view (POV) statement—outlines the issue or challenge that you will seek to address.
As with anything in the Design Thinking process, the problem statement keeps the user in focus. Rather than framing your problem statement as a business goal—“We need to increase gym membership among over-50s by 30%”—you’ll frame it from the user’s perspective: “Over-50s in London need flexible, affordable access to sports facilities in order to keep fit and healthy.”
By the end of the define phase, you will have a clear problem statement which will guide you throughout the design process. This will form the basis of your ideas and potential solutions.
ACTION: Sketch one (or more!) word web about things that are important and/or frustrate you. Analyze. Define your problem.
Sketching (rather than using digital tools) your word web(s) is important because it encourages you to quickly release ideas that might lead you in an unexpected direction. You can choose a 'wicked problem' to place in the center of your web (such as climate change) or a smaller frustration (safety of local bicycle commute).
Remember, you're not necessarily thinking of 'solutions' right now, but rather seeing where the problem leads you.
Once you are satisfied with your word web(s), evaluate your thoughts. What stands out? What do you wish to explore further? Can ideas be combined? Now is the time to get specific and choose one direction. Dive deeper and create an additional word web around your chosen concept until you can define a specific problem to explore (e.g.: pathways adjacent to Greenville Blvd. are in extreme disrepair due to overgrown tree roots causing dangerous street commutes for bikers. Traffic it heavy and erratic on Greenville Blvd.).
IDEATE
The third stage in the Design Thinking process consists of ideation—or generating ideas. By this point, you know who your target users are and what they want. You also have a clear problem statement that you’re hoping to solve. Now it’s time to come up with possible solutions.
The ideation phase is a judgement-free zone where the group is encouraged to venture away from the norm, to explore new angles, and to think outside the box. You’ll hold ideation sessions in order to generate as many ideas as possible—regardless of whether or not they’re feasible! For maximum creativity, ideation sessions are often held in unusual locations.
Throughout this stage of the Design Thinking process, you’ll continuously refer back to your problem statement. As you prepare to move on to the next phase, you’ll narrow it down to a few ideas which you’ll later turn into prototypes that would be tested on real users.
ACTION: Create a list of potential ideas to convey your message
Push the limits of what an idea/intervention could look like. Don't limit yourself to completely rational ideas - shoot for the moon, then choose parts of an unexpected idea that would be feasible. Consider balancing your natural areas of interest and skillset with new concepts. Remember, aspects of the project could hypothetically outsourced. Select 2 or 3 ideas from this list to move into the next step.
If you're stuck, revisit the inspiration from the Module 3 kickoff, also linked here:
PROTOTYPE
In the fourth stage of the Design Thinking process, you’ll turn your ideas from stage three into prototypes. A prototype is essentially a scaled-down version of a product or feature—be it a simple paper model or a more interactive digital representation.
The aim of the prototyping stage is to turn your ideas into something tangible which can be tested on real users. This is crucial in maintaining a user-centric approach, allowing you to gather feedback before you go ahead and develop the whole product. This ensures that the final design actually solves the user’s problem and is a delight to use!
ACTION: Prototype 2 of your ideas
Keep in mind, this is a hypothetical exercise. Some of you may have design-based elements that you can create a prototype for - if you have the capabilities, go forth and create!
If your idea is out of your capabilities to prototype, that's ok! Create an inspiration board describing/showing aspects of how this solution COULD work/look. You may need to draw from multiple sources and leave some room for imagination, since you're exploring an extremely specific idea.
TEST
The fifth step in the Design Thinking process is dedicated to testing: putting your prototypes in front of real users and seeing how they get on. During the testing phase, you’ll observe your target users—or representative users—as they interact with your prototype. You’ll also gather feedback on how your users felt throughout the process.
The testing phase will quickly highlight any design flaws that need to be addressed. Based on what you learn through user testing, you’ll go back and make improvements. Remember: The Design Thinking process is iterative and non-linear. The results of the testing phase will often require you to revisit the empathize stage or run through a few more ideation sessions before you create that winning prototype.
ACTION: 'Test' your 2 prototypes on your persona AKA you!
Treat your 2 prototypes (or inspiration boards) from the prior step as if you have never seen them before and evaluate them. What is working well? What could be improved? What are specific strengths/opportunities/weaknesses with each idea/prototype? Write a list of 'pros' and 'cons' for each idea. Does one emerge as the stronger idea?
IMPLEMENT
This is the last stage in the Design Thinking process. Usually, portions of the Design Thinking process will be repeated as new data are collected that informs how ideas can be improved. Only after rigorous conversation, testing and evaluation will an idea or prototype be moved into the 'Implement' stage.
Photograph, screenshot and upload images of your Design Thinking process to your Adobe Express web page for presentation at our final meeting. Once you're finished, share your Express page by selecting: Share > Publish + Share Link > Create Link.
NOTE if you update your Express page after sharing the link, you will need to update the link. A hyperlink will show up prompting you to 'Republish' but the URL will remain the same.
Deep breath - you did it!
Credits:
Created with images by NARANAT STUDIO - "Abstract Pink gradient background ,Colorful smooth illustration" • Rawpixel.com - "Colorful abstract background" • Nattapol_Sritongcom - "Pastel tone purple pink blue gradient defocused abstract photo smooth lines pantone color background" • Nattapol_Sritongcom - "Pastel tone purple pink blue gradient defocused abstract photo smooth lines pantone color background" • suthisak - "abstract background gradient in Blue and White." • JOE - "Blurry abstract iridescent holographic foil background."