Using Design to Inspire Disruptive Thinking

  1. Make it simple — Find a way to make someone’s life easier, and maintain your focus there. It takes discipline to keep things simple, but focusing on doing one key thing really well could be a differentiator.
  2. Inspire delight — Create efficiency around a pain point. Help users complete something in an engaging and compelling way.
  3. Exhibit craftsmanship — Pay attention to details. \ Think about going to a Disney resort:you instantly become part of a crafted, well-orchestrated experience.
  4. Deliver unique value — Avoid getting trapped in incremental improvement. Be sure you’re focused on doing something unique and different. The NEST thermostat is a great reminder that there are opportunities for breakthrough innovation even for everyday household objects.
  5. Focus on human goals — Understand your customer’s world. Take time to understand who your users are.Don’t trust internal opinions only because your perspective may not reflect the greater population.
  • Discovery — Focus on your customer development work to uncover your users’ needs first.
  • Conceptual design — Use the data you discovered to ideate upon possibilities.
  • Detailed design — Narrow your scope. Sketching, wireframing and prototyping, and then sharing these prototypes can help you get specific and disrupt assumptions.
  • Implementation — Discus tradeoffs and ensure that with every change you’re not compromising the overall experience.
  • Post ship — Go back and talk to your users again. You may find new opportunities for the next version.
Catherine Courage — Vice President, Ads & Commerce User Experience at Google Inc
Catherine Courage — Vice President, Ads & Commerce User Experience at Google Inc

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