Design Thinking

Ad agency name

“About Me”1969

Love For Processes

School

Work

Design Consulting

Design Schools

Service DevelopmentBusiness Development

1991

1995

stuff about myself

“Dodadididoo”Very Short History Of Design Thinking

What Is Design Thinking

Design Thinking Process

Building Upon Design Thinking

Not Academic Talk

Business And Design Logic

Moving Targets

big picture, no details such as ethnographic research fast, 24 slides in 30 minutes. A little over 1 minute per slide no academic talk goal is to dissect Design Thinking and give a shot at what could be a business opportunity Show how problems can be seen as opportunities

Design Thinking History

MusicArt Architecture

Graphic DesignIndustrial Design

Usability

User Centred Design

User Experience DesignCustomer Experience Design

Service Design

A Brush Stroke Overview

Ergonomics

Then

Now

Science

there is much overlap in time between the disciplines there is no real true order and much discussion among academics on what was first and second and so forth: waste of our time roughly said the world has become more complex and Design Thinking adapts to that in going back and forth between steps and processes

You Might As Well…

MusicArtArchitectureGraphic DesignIndustrial DesignUsability

User Centred DesignUser Experience DesignCustomer Experience

Design

Service Design

Put Them Into A Blender

Ergonomics

Science

speaks for itself I hope

What They Have In Common

The Building Blocks?

MusicArtArchitecture

Graphic DesignIndustrial DesignUsabilityUser Centred Design

User Experience DesignCustomer Experience

Design

Service Design

Ergonomics

Science

Some Trying

Some Inspiration

Some Doing

What they have in common are 3 building blocks or recurring themes: you get an idea or request to solve something, this could be an out of the blue idea or based on earlier thoughts or solutions. you try out some possible solutions and use many tools to find out e.g. what the customer or end user wants, needs, can pay for etc you test these and build it while using skill, experience, testing tools, usab and what not

Various Theories

IdeationImmersion Prototyping

Exploration ExecutionEmpathy Expertise

IdeateDefine Empathise Prototype Test

IdeationInspiration Implementation

DesignImagine Activate

Point Of View IdeateObserve Understand Prototype Test

And More Complex Ones

…… … …… … … … …

Design Sojourn / Brian Ling :Imagine Design Activate Tim Brown: inspiration ideation implementation Maurício Vianna et al:Immersion Ideation Prototyping was this IDEO or did they have 1 more item on the list: Expertise Empathy Exploration Execution Stanford: Empathise Define Ideate Prototype Test Plattner et al: Understand Observe Point-of-View Ideate Prototype Test

But They All

Outcome

Aim At Some Predictable Outcome

Some Trying

Some Inspiration

Some Doing

all these theories try to help the team to reach a predictable outcome, a product, a service too much deviation from this predictable outcome could result in unsatisfied customer or end user. However, you could also hit the jackpot.

A Side Note

Cultural Bias

Business vs Design

There is a lot of conversation going on about how Design Thinking could be applied to business or engineering or policy forming. I find it a non issue almost as Design Thinking is already present in these disciplines. It is not as prevalent and some aspects are certainly not much appreciated, such as risk taking and failing safely.

Logic Or Logic Or Logic?

More Or Less

Business DesignInductive, Through Observation, That Something Actually Works...

Deductive, Trough Reasoning From Principles – That Something Must Be…

Inductive, Through Observation, That Something Actually Works...

Deductive, Trough Reasoning From Principles – That Something Must Be…

Abduction: The Logic Of "What Might Be”

design thinking heavily uses a method of reasoning, Inductive logic —> reasons from the specific to the general Deductive logic —> reasons from the general to the specific

Abductive logic –-> the logic of "what might be

source: Jan Schmiedgen

Of Course

Innovation

8 Bit Business & Design

Looks Backwards

Looks At The Now

Looks Backwards

Looks At The Now

Speculates &, Dreams

It is not that black and white of course 99.2% is gray Design Thinking is strong at dealing with the 99,2%

But Is It A Process?

There Is A Quasi Order And Logic

Some Trying

Some Inspiration

Some Doing

There is an order in the design thinking process, especially when one starts out with designing it feels as if it is A —> B —> C. But as one progresses an gets more experience the process becomes more loose. One also notices the ideas and inspiration that pop-up throughout the process. It is in fact how toddlers learn and how we grow as human beings. Demystified!

A Reality Check

There Is No A —> B —> C Order

Some Trying

Some Inspiration

Some Doing

When you look at how a true design process goes you can see, even before Design Thinking was coined, that there can be many iterations and many back and forths between the iterations.

Reality Hurts

Unless You Know What You Are Doing

Some Trying

Some Inspiration

Some Doing

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Integrating Design and Design Thinking into a business poses a few challenges. One is that because of the nature of the process as being non-linear and looping back to previous steps. An other is the design language. An other one is that a designer can start with an idea and not necessarily needs or even wants a brand or market definition or description

And As If That

There Is An Evolving World Out There

Was not enough…

The World Around Us Changes

And The Outcome Keeps Requiring Changes

Outcome

Technology

CultureEconomy

Environment

Outcome

Some Trying

Some Inspiration

Some Doing

but even when a designer and Design Thinking is accepted within an organisation we need to get the work done. Projects take time and reality hits us when we realise that the desired outcome we set at the beginning is less relevant as we hoped for. This happens for various reasons: the world around us changes, the team changes, the customers changes it’s mind and so on.

No Outcome Or?

Open Ended-Ness (Herbert Simon)

Some TryingSome Inspiration Some Doing

Outcome

Design Is A Process Which Aims To Improve Existing Environments Into Preferred Ones

The Result Has To Be Open And Evolving, One Without Final Goals

theory from the 60s

And How Would You Call This?

Wicked Problems (Horst Ritte)

Some TryingSome Inspiration Some Doing

Unique, Ambiguous And Has No Definite Solution

Each ‘Wicked’ Problem Is Entirely Unique And So Too Is The Process

One Problem Opens Up A Whole New Set Of Problems Which Can Never Achieve A Finite ‘True Or False’ Solution

some more theory from 60s

However

We are smart puppies!

sure we are!

Different Scales

In Outcome And Complexity

System

Service

Object

divide for speaking purposes the world of outcomes into 3 realistic categories system is large, complex, multiple technologies, can be across time and space, often multiple cultures, multiple design processes (but bear in mind what they have in common and focus on that). Then there is a scaling down towards “Object” which in this context means e.g. an interior project, graphic design and that kind of (and they are valuable!).

As Iteration, Improvement And Innovation

Builds On Top Of Previous Outcomes

Outcome

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Towns And Provinces

Companies And Networks

interesting areas for design thinking are large scale projects and problems. Town and Provinces are good example. They need continuity and are long term, this in contrast to next quarter company mentality. However, companies and networks can be an interesting market too as we only now begin to see the impact of a networked society and there is so muc more to explore. we can imagine new forms of business where there are networked partnerships and the vision is long term but actions can be ad hoc

Outcome

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And Our Customers Want To Survive

We Offer Them COMPANY ABC Thinking

Some Trying

Some Inspiration Some Doing

Some Trying

Some Trying

Some Inspiration

Some Doing

Some Inspiration

Some Doing

In essence a customer wants to continue, if possible with profit, if possible with good image, if possible with prestige and so on and so forth. Design thinking can be woven inside a corporate culture.

Outcome

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Outcome

Turn Problems Into

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A Big Vision €

COMPANY ABC Thinking

If we agree that Design Thinking is a fuzzy process but that we all have the ability to do that. And that the project outcome changes. And, that an outcome could be a compilation of previous half and fully matured outcomes, we see nothing is truly linear and straightforward. So my suggestion is to consider Design Thinking as a tool to deal with this fuzziness and to show the customer that this apparent chaos is what can be controlled and benefitted from.

Outcome

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Outcome

Outcome

Outcome

Right Team And Attitude

Can Fail

Hands On

Dreamer

Wide InterestsIntuition

Brave

Structured

Improvising

Curious

COMPANY ABC Thinking

this does mean the team and management understand the processes involved and at the same time sets boundaries. HR people needs to reconsider the reward system and the hiring strategy and look at specific qualities of the people so that everyone feels at ease with the processes.

Take Away…Design Thinking

COMPANY ABC Thinking

Is Fuzzy Is Creative

Uses Intuition Can Be An Asset

Can Create New Business Allow It To Evolve