Design Thinking for Legal Innovation Margaret Hagan @margarethagan
How can we be more effective and engaging with the services we offer & with how we work?
What is design?
Design Thinking is big business (and big value) in service industries.
Companies that have prioritized Design are more valuable
Source: Design Management Institute
More financial services, health services, and professional services companies are building design capacity. - Understanding their users experiences Uncovering unmet needs + opportunities Developing better customer experiences Develop more creative strategies Better software design and integration Enhance brand reputation
Source: Design in Tech Report, 2017.
What types of organizations do you think are investing in design thinking?
Bringing Design Thinking to legal service innovation requires 3 main shifts in how we work.
1. We flip our view of our work. How it could be better for the people who have to use it -- and built around their needs + mental models?
2. We use an intentional process to create new things. Instead of talking around a boardroom table, we use methods that get us to breakthrough, feasible solutions.
3. When we create a new concept, we put it through prototype-test loops. We can get to viable solutions more quickly by building out our hypotheses and testing them, than by over-planning or -researching.
What is an example of a Design Thinking approach to legal innovation?
With Fidelity Investments How can we engage more people to do their Estate Plans -- and to build on their financial relationship with Fidelity to include more services?
Use design to - Catalyze new Innovative work, with quick experiments and tests that translate into projects and pilots - Uncover untapped needs and frustrations, to better engage users - Vet a new project s direction, functions, and character quickly
The best way to learn Design Thinking is to do Design Thinking.
Let s try it ourselves.
01 Mapping our Status Quo
How can we improve how we got here to the ALT conference today?
Find a partner - Each person should find a partner to work with. - Introduce yourselves!
Let s start wide! Talk to each other about your experience of getting here, including - Your travel here Registering for the conference Getting sign-off to attend Finding this room Etc. -- anything else that stuck out
Talk through the topic with a partner What have you experienced? What have you observed or heard from others? What ideas do you have for improvement? -- Take notes as you talk!
1 Talk + Map out this challenge area Do this with a partner. Interview each other about trends they see: good and bad, in present or future. Current Positives Future Positives Current Negatives Future Negatives
02 Know Your Stakeholders
Choose one point to pursue In your pairs, reflect on the matrix you just created. Which of the points do you want to work on today? Each pair will choose one point that they ll focus on together. It should be one problem or opportunity you re both interested in working on.
Get specific about people Who is the audience with whom you want to better connect? Let s make an empathetic description of them to see financial services from their point of view.
2 Focus on a particular person Again, work with your partner. Choose one of the people about whom you were speaking in the previous map: they will be your target user. Give more detail and background story to them. Be empathetic -non-judgmental!
03 Brainstorm Ideas
Let s generate some ideas What are ideas that could help your target user solve their problem?
Our Brainstorm Ground Rules
Pulling back from the one perfect idea
No Judgment. No Constraints. No Analysis.
Embracing Yes And No No No Yes But
Go for wild, ambitious, and impossible. (Then scale it back)
Be Concise + Specific
The best way to get a good idea is to get a lot of ideas. Linus Pauling Nobel Prize Chemist
3 Brainstorm Ideas What could you make, build, or launch to better serve this person? Come up with six different ideas.
$5 billion idea You have to spend $5 billion in the next 3 months to solve this challenge.
$5 idea Your budget has been reduced to $5. What can you do to resolve the challenge with it?
High Emotions How can you make your target audience feel intense emotions?
Opposite What could you do to have the opposite effect that you want to have?
Systems-Change How can you change the rules, structures, and policies of the system to better suit the user?
Future Idea What is something that is not possible today, but could be in the next 50 years?
Most Likely to Succeed Which idea would actually work in the near term? Most Likely to Delight Which idea would make your target user very happy? Most Breakthrough What would make front-page news headlines if you could carry it out?
04 Prototyping
Prototype How can we make your idea into a tangible, interactive prototype -That we can use to test, to learn, and to see how people actually behave?
Mindsets for prototyping Boil your complex idea down to its most essential value or hypothesis Be quick + constrained in what you create Aim to create experiences
How to prototype? 1) Sketches 2) Tangible Prop 3) Interactive Services 4) Space 5) Enactments
Sketches
Sketches
Tangible Prop
Tangible Prop
Interactive Service
Interactive Service
Space
Enactment
4 Prototype 1 of the ideas Take the idea that is most feasible, delightful, or breakthrough -- and sketch it out further here. Name of Idea: Draw how it would work -- use people figures, illustrations -- try to avoid writing any text!
05 Testing Ideas
Why? 1. 2. 3. 4. Make your initial ideas better, more grounded in users context Bail early from bad ideas Flesh out interfaces & system requirements Build stakeholder buy-in, get momentum for piloting
5 Test your idea with others Show your prototype sketch to others, and ask them to criticize it, so you can make it better. What is good about this idea? How could this idea be better?
06 Debrief
Debrief! What just happened? What about the mode of working, types of activities, etc. stood out -- in a good or a bad way? How would you adapt this process to your day-to-day work?
6 What can you take home? Think about the process we used, the ideas you came up with, and the feedback you heard. How can you bring out your colleagues creativity? What new ideas could you test out, to see if they have value? How can you bring in more visualization and prototyping into your work?
Going into the Conference...
Onwards We will be integrating design thinking into our work throughout the conference, with: - Empathy, tuning into our users Visual working modes Prototyping and Testing Thinking in Experiments and Iteration
Any questions? Thank you! Margaret Hagan @margarethagan