北京时间2020年8月9日，Ladies Who Tech 北京分部诚邀希沛希咨询（北京）公司（CPC）的高级顾问Brigitte Neumann，为我们带来了一场生动的设计思维研讨会。25年前，Brigitte开始了她的管理咨询职业生涯；10年前，她回到德国，为上海一家客户的公司提供咨询服务,不过对方几乎只能讲中文。Brigitte的中文足以支撑对话，却无法深入传递内容。她求助过翻译，但这样的交流方式让听众觉得索然无味。因此，Brigitte将她想要传达的许多信息揉进游戏，用这样的方法使人们更好地体会她想表达的信息。
Brigitte Neumann, a very experienced consultant at CPC, was invited by Ladies Who Tech Beijing on August 9 to deliver a fun-filled workshop on design thinking. Twenty-five years ago, Brigitte started her management consulting career, then 10 years ago, she was back in Germany, but dealt with a consulting client in Shanghai company where very few people spoke other languages than Chinese. Brigitte's Chinese was good enough to keep a conversation running but wasn't not good enough to deliver content. She had somebody help her with the translation, but it turned out really boring for the audience. Hence, Brigitte found ways to wrap a lot of messages she wanted to get across into games, so people can experience what she was saying.
The result was amazing. Participants were active in their responses and able to absorb her messages much better, giving Brigitte a way to build a system where she could put all her experiences into a training plan. Since then, she has been hosting design thinking trainings and encouraging participants to use their workplaces to host workshops.
设计思维的步骤 The process of design thinking
Design thinking isn't just a buzzword in Silicon Valley. It's a creative problem-solving process at the core of most IT enterprises in the US and China which prioritizes the consumer's needs and emphasizes collaboration between designers and users.
Whether you're working in the private or public sector, on business or personal projects, everyone can benefit from this thinking process. Through design thinking, we can build innovative solutions that really work for our society.
Design thinking consists of five phases: empathize, ideate, prototype, test to learn and tell your story. In a corporate environment, when teams think about how to market something, they jump straight to the product itself, not people who use it. Brigitte emphasized the idea of user-centric or customer centric – putting yourself in the customers' shoes.
Brigitte talked about how designers start the process. As the precise outcome is not clear in the beginning, let your intuition flow. Either you start with a clear idea in mind and execute it, or you can start with a rough idea, let it flow and experience where it takes you.
It is important to involve your gut to make good decisions, since facts are not enough. Use all senses when creating and envision how your solution would look, taste and smell. Most importantly, utilize your hands to make the solution tangible.
Some people naturally burst with creativity, others need time until ideas pop up. Some people are used to and enjoy talking and sharing ideas, others are shy and appreciate encouragement to open up. However, every idea is important – there are no silly ideas. Tap all resources, understand and embrace the resources you have, utilize the tools you have, and find out how to best balance them for good results.
As a way to learn and practice object brainstorm, Brigitte asked everyone to pick an object (shoes, a shoe brush, a roll of string) and explain to their group what it has to do with women in STEM. According to Brigitte, a large part of thinking is not to create content or to find solutions to problems, but to learn what is thinking itself.
For the next empathize exercise, each group identified the emotional and psychological state of women at different stages of their STEM career. Brigitte advocated all to carry out this exercise based on facts, meaning to make as few assumptions as possible to avoid hardening stereotypes. Then, starting from the persona and empathy map they created, each group had a discussion about what challenges do women in STEM face via a drawing or photo brainstorm session.
A stream of wonderful ideas resulted during the presentation round: One group started off from internal and external aspects of these women and another group had a point for work life balance, family, money, relaxation, happiness and so on. Everyone found more ideas from other groups and developed more ideas on how to create solutions for women in STEM.
In the afternoon, Brigitte introduced the following design thinking principles: empathy, ideation and experiment. She reiterated that design thinking is a methodology to navigate messy complexity and ambiguity. Every group was advised on choosing one topic area they would like to work on. Then, they focused on one solution and kept refining it using the previous techniques by drawing on scrap paper and letting the pictures inspire their minds. Following a story-telling exercise, our participants enjoyed themselves by playing, rearranging and telling the story via cutting out or copying the bikablo symbols and creating new ones.
Next phase is prototyping, which is an early sample, model or release of a product used to evaluate a new design to enhance precision. Participants could either choose to design a WeChat channel or a packaging for a product. After a short break, they conducted the phase test to learn, where participants received user feedback and tried to understand what improvements should be made.
The last step is story telling: Create a compelling narrative around the target audience so that you will develop a deep and emotional understanding of their motivations and needs. Brigitte brought up the Aristotle's model for convincing speech to inspire the groups, which contains three parts: credibility (ethos), emotion (pathos) and facts (logos). Considering the users' needs, it is crucial to re-tell how you came to the solution in a customer-centric way.
Brigitte helped our participants understand the principles of design thinking and apply the approach right away in brainstorming games, storyboard designs and prototyping through this hands-on, activity-based bootcamp. Both adults and children very much enjoyed the fun-filled workshop as they unleashed their creativity and advanced their problem solving skills!