The Field Guide to Human-Centered Design By IDEO.org 1st Edition © 2015 ISBN: 9

The Field Guide to Human-Centered Design By IDEO.org 1st Edition © 2015 ISBN: 978-0-9914063-1-9  This work is licensed under the creative commons attribution, noncommercial, no derivatives 3.0 unported license.  Attribution — You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work).  Noncommerical — You may not use this work for commercial purposes.  NoDerivatives — If you remix, transform, or build upon the material, you may not distribute the modified material. Printed in Canada THE FIELD GUIDE Contents Introduction Mindsets Creative Confidence Make It Learn from Failure Empathy Embrace Ambiguity Optimism Iterate, Iterate, Iterate Methods INSPIRATION Frame Your Design Challenge Create a Project Plan Build a Team Recruiting Tools Secondary Research Interview Group Interview Expert Interview Define Your Audience Conversation Starters Extremes and Mainstreams Immersion Analogous Inspiration Card Sort Peers Observing Peers 09 17 19 20 21 22 23 24 25 27 29 31 34 35 36 37 39 42 43 44 45 49 52 53 57 60 Collage Guided Tour Draw It Resource Flow Case Study: Vroom IDEATION Download Your Learnings Share Inspiring Stories Top Five Find Themes Create Insight Statements Explore Your Hunch How Might We Create Frameworks Brainstorm Brainstorm Rules Bundle Ideas Get Visual Mash-Ups Design Principles Create a Concept Co-Creation Session Gut Check Determine What to Prototype Storyboard Role Playing 61 64 65 67 71 75 77 78 79 80 81 84 85 89 94 95 97 101 104 105 108 109 110 111 113 118 119 123 126 127 129 133 135 136 137 140 141 144 145 146 147 148 149 152 153 157 159 163 189 Rapid Prototyping Business Model Canvas Get Feedback Integrate Feedback and Iterate Case Study: Asili IMPLEMENTATION Live Prototyping Roadmap Resource Assessment Build Partnerships Ways to Grow Framework Staff Your Project Funding Strategy Pilot Define Success Keep Iterating Create a Pitch Sustainable Revenue Monitor and Evaluate Keep Getting Feedback Case Study: Clean Team Resources Colophon 8 The Field Guide to Human-Centered Design 09 Introduction What Does It Mean to Be Embracing human-centered design means believing that all problems, even the seemingly intractable ones like poverty, gender equality, and clean water, are solvable. Moreover, it means believing that the people who face those problems every day are the ones who hold the key to their answer. Human-centered design offers problem solvers of any stripe a chance to design with communities, to deeply understand the people they’re looking to serve, to dream up scores of ideas, and to create innovative new solutions rooted in people’s actual needs. At IDEO.org and IDEO, we’ve used human-centered design for decades to create products, services, experiences, and social enterprises that have been adopted and embraced because we’ve kept people’s lives and desires at the core. The social sector is ripe for innovation, and we’ve seen time and again how our approach has the power to unlock real impact. Being a human-centered designer is about believing that as long as you stay grounded in what you’ve learned from people, your team can arrive at new solutions that the world needs. And with this Field Guide, you’re now armed with the tools needed to bring that belief to life. 10 The Field Guide to Human-Centered Design Human-centered designers are unlike other problem solvers—we tinker and test, we fail early and often, and we spend a surprising amount of time not knowing the answer to the challenge at hand. And yet, we forge ahead. We’re optimists and makers, experimenters and learners, we empathize and iterate, and we look for inspiration in unexpected places. We believe that a solution is out there and that by keeping focused on the people we’re designing for and asking the right questions, we’ll get there together. We dream up lots of ideas, some that work and some that don’t. We make our ideas tangible so that we can test them, and then we refine them. In the end, our approach amounts to wild creativity, to a ceaseless push to innovate, and a confidence that leads us to solutions we’d never dreamed of when we started. In the Field Guide, we share our philosophy of design and the seven mindsets that set us apart: Empathy, Optimism, Iteration, Creative Confidence, Making, Embracing Ambiguity, and Learning from Failure. Adopt the Mindsets 11 Introduction INSPIRATION In this phase, you’ll learn how to better understand people. You’ll observe their lives, hear their hopes and desires, and get smart on your challenge. IDEATION Here you’ll make sense of everything that you’ve heard, generate tons of ideas, identify opportunities for design, and test and refine your solutions. IMPLEMENTATION Now is your chance to bring your solution to life. You’ll figure out how to get your idea to market and how to maximize its impact in the world. Human-centered design isn’t a perfectly linear process, and each project invariably has its own contours and character. But no matter what kind of design challenge you’ve got, you’ll move through three main phases: Inspiration, Ideation, and Implementation. By taking these three phases in turn, you’ll build deep empathy with the communities and individuals you’re designing for; you’ll figure out how to turn what you’ve learned into a chance to design a new solution; and you’ll build and test your ideas before finally putting them out into the world. At IDEO.org and IDEO, we’ve used human-centered design to tackle a vast array of design challenges, and though our projects have ranged from social enterprises to communication campaigns to medical devices, this particular approach to creative problem solving has seen us through each time. Understand the Process 12 The Field Guide to Human-Centered Design Though no two human-centered design projects are alike, we draw from the same kit of tools for each of them. For example, to build deep empathy with the people we’re trying to serve, we always conduct interviews with them. To maintain creativity and energy, we always work in teams. To keep our thinking generative, sharp, and because it helps us work things through, we always make tangible prototypes of our ideas. And because we rarely get it right the first time, we always share what we’ve made, and iterate based on the feedback we get. The 57 methods in the Field Guide offer a comprehensive set of exercises and activities that will take you from framing up your design challenge to getting it to market. You’ll use some of these methods twice or three times and some not at all as you work through your challenge. But taken as a set, they’ll put you on the path to continuous innovation while keeping the community you’re designing for squarely at the center of your work. Use the Tools 13 Introduction Trust the Process Even if It Feels Uncomfortable DIVERGE DIVERGE CONVERGE CONVERGE Human-centered design is a unique approach to problem solving, one that can occasionally feel more like madness than method—but you rarely get to new and innovative solutions if you always know precisely where you’re going. The process is designed to get you to learn directly from people, open yourself up to a breadth of creative possibilities, and then zero in on what’s most desirable, feasible, and viable for the people you’re designing for. You’ll find yourself frequently shifting gears through the process, and as you work through its three phases you’ll swiftly move from concrete observations to highly abstract thinking, and then right back again into the nuts and bolts of your prototype. We call it diverging and converging. By going really big and broad during the Ideation phase, we dream up all kinds of possible solutions. But because the goal is to have a big impact in the world, we have to then identify what, among that constellation of ideas, has the best shot at really working. You’ll diverge and converge a few times, and with each new cycle you’ll come closer and closer to a market- ready solution. 14 The Field Guide to Human-Centered Design DESIRABLE Human Start here FEASIBLE Technology VIABLE Business Human-centered design is uniquely situated to arrive at solutions that are desirable, feasible, and viable. By starting with humans, their hopes, fears, and needs, we quickly uncover what’s most desirable. But that’s only one lens through which we look at our solutions. Once we’ve determined a range of solutions that could appeal to the community we’re looking to serve, we then start to home in on what is technically feasible to actually implement and how to make the solution financially viable. It’s a balancing act, but one that’s absolutely crucial to designing solutions that are successful and sustainable. Create Real Impact 15 Introduction 17 Introduction MINDSETS 18 The Field Guide to Human-Centered Design 19 Mindsets Creative Confidence —David Kelley, Founder, IDEO Anyone can approach the world like a designer. Often all it takes to unlock that potential as a dynamic problem solver is a bit of creative confidence. Creative confidence is uploads/Geographie/ field-guide-to-human-centered-design-ideoorg-english.pdf

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