HOW DO YOU APPLY DESIGN THINKING TO THE OPERATIONAL ORGANIZATIONAL STRUCTURE OF YOUR COMPANY? HOW CAN YOU APPLY THIS TO PEOPLE WORKING TOGETHER?
Design thinking is a process for solving problems, so the first step is identifying problems. You may already have one in mind, but even if you don’t the first step is having conversations with people in your company and trying to understand their perspective on the space you’re exploring. From there, you can reframe the problem with insights from the real stakeholders. Then: ideate, prototype, and test!
You can apply collaborative design techniques, such as design studio, to continue to involve stakeholders through the rest of the design process. This works especially well if you’re working together!
HOW HAS MOVING FROM A LEAN UX MODEL CHANGED YOUR SCOPE AND RELATIONSHIPS WITH CLIENTS?
Basically adopting Lean UX as a framework for our design process has been wonderful for "getting out of the deliverables business". When we align our clients around a problem, all that matters is genuinely solving the problem. When we go about it in earnest, the client realizes that fancy wireframes aren't what mattered. Instead, we feel like we're all on the same team to make sense of a complex problem.
WHAT KIND OF CONCERNS DO YOU HAVE ABOUT HOW EXPERIMENTS WILL AFFECT THE BRAND IF THEY DON'T WORK? IS THAT A FACTOR IN CHOOSING?
Putting your "brand” out there is always scary. For big brands, there is actually something at stake, so it might make sense to set up the experiment in a way that obfuscates the brand. But startups should think of it as an opportunity to build a real relationship with some customers. If you approach experiments with that kind of humility, and let your audience in on the fact that you are trying to solve their problems, you can actually begin to build a brand through experimentation.
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Thanks to Steve Berry!