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Design Thinking as new strategic tool Presentatie Bloei Creative Innovation, 28 februari 2012

Design Thinking as new strategic tool

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Design Thinking as new strategic tool. Presentation made to spark the discussion about innovation & inspiration and new business opportunities. And how to introduce Design Thinking as a strategic tool in your company.

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Page 1: Design Thinking as new strategic tool

Design Thinking as new

strategic tool

Presentatie Bloei Creative Innovation, 28 februari 2012

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!

Paula BuitStrateeg

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Eneco Shell

Automotive: Renault, Dacia. Finance: Rabobank, ING, Eureko, BNP Paribas. FMCG: Arla, Pepsi, Mars, Snickers, Sheba, Oral-B, Vicks, Garnier, Plenty, Edet, Tempo, Malibu. Non-profit: Waterschap, Medair, Nederlandse Hartstichting, Oxfam Novib, Stivoro, Maison de la France. Overheid: Ministerie van Verkeer & Waterstaat, Koninklijke Landmacht. Pharma: Sanofi Aventis, Wyeth / Pfizer, Servier. Zakelijke dienstverlening: Shell, Schiphol, Eneco, Orange, Hewlett Packard, Centric.

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We’re in the game of influencing and shaping behavior

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Designing for innovationThinking about new meanings

people could love

⤶Art of persuasion

Designing for decision making

Insights from

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Behavioral change by design thinking

• Think about new meanings people could love

• Think of creative ways to improve human lives.

• Think about persuading people to act in a certain way

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Let’s give an exampleThink about new meanings people could love

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Let’s give an example Think about creative ways to improve human lives

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Let’s give an example Think about persuading people to act in a certain way

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What’s design thinking?#

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Design based on a craft

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When design is stripped from forming, shaping and styling, here is a process of critical thinking and creative solving at the very core of the profession. designthinkingexchange.com

“Part of my job is to move [a good idea] around, just see whatdifferent people think, get people talking about it, argue with people about it, get ideas moving among that group of 100 people... get different people together to explore different aspects of it....”Steve Jobs, Apple

The intrinsically human nature of design thinking points to the next step: we can use our empathy and understanding of people to design experiences that create opportunities for active engagement and participation.”Tim Brown, IDEO

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• design thinking is bottom-up strategy: you start with a broad viewpoint and a profound understanding of human behaviour to craft and shape opportunities, ideas and solutions. You derive your strategy from this understanding

• design thinking is a dynamic process, and less about steps

• design thinking is gaining insights through rapid prototyping

• design thinking seeks to find (new) meaning of things, create new stories

• design thinking is making complicated things simple

• design thinking is agile strategy: deepening the strategy often emerges after prototyping.

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# It all starts with profound understanding of human behaviour

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image DavidZerlin - flickr.com

Little fly, Schiphol Amsterdam Airport

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Nudge.

You can change your behaviour by making a choice. But the choice we make sometimes depends on the way a problem presented.

People are lazy, don’t really want to get to the bottom of things. That is why understanding of choice architecture and nudges will lead to creative ways to improve human lives (with respect to freedom of choice).

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People are most likely to need nudges for decisions that are difficult, complex and infrequent and when they have poor feedback and few opportunities for learning

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! !

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“Market? What Market! We do not look at market needs. We make proposals to people”

Ernesto Gismondi, Chairman, Artemide

“It isn’t the consumers job

to know what they want” Steve Jobs, Apple

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Design-driven innovation

Innovation strategies

1. Quantum leaps in product performance enabled by breakthrough technologies

2. Improved product solutions enabled by better analysis of users’ needs

3. Design-driven innovation: Radical innovation of meaning (values, function)

incr

emen

tal

radi

cal

Market pull(user-centered)

Design-driven

Technology push

adaptation new meanings

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Understanding user needs

User-centered design Design-driven innovation

Current context of use

UserOrganisation

Envisioned context of life

PersonOrganisation

Interpreter

Model by Roberto Verganti

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What other companies in other industries are targeting the same people in the same life context?

And can help me to envision how people could give meaning to things.

Why? To understand people’s unmet aspirations, make something people could love.

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Bicycle industry - How do people relax?Sportswear, portable music players, music producers, street food, wireless services, tourist services, outdoor experiences, magazines / media, universities, design schools, supplier of raw materials.

Food industry - How do people live in their kitchens?Winemaker, professor designing restaurants, entrepreneur catering services, sociologist, president slow food, food critic, supplier kitchen utensils etc.

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Alessi

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So... be courageous

The biggest obstacle to change is not your competition, it’s the way you currently do things

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Thanks!

Paula Buit | Merkstrateeg met focus op slimme en creatieve oplossingen voor marketingcommunicatie vraagstukken.

www.PaulaBuit.nlMail: [email protected]: @PaulaBuit.nl

choosenick.com#paulthurston.co.uk%

Service%Design%is%new%and%exci>ng,%explore%and%help%define%it%here:%%servicedesigning.org%