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DESIGN THINKING
April 12, 2016
Doug Wightman, PhD
Design Thinking Defined
Design thinking is "...a human-
centered approach to
innovation that draws from the
designer's toolkit to integrate
the needs of people, the
possibilities of technology, and
the requirements for business
success."Tim Brown, CEO, IDEO
Sources: Stanford d.school Methods (http://dschool.stanford.edu/use-our-methods/), IDEO Design Kit (www.designkit.org)
"The methodology commonly referred to as design thinking is a provenand repeatable problem-solving protocol that any business or profession can employ to achieve extraordinary results."
Google X
"Moonshots" for transformative,
factor of ten improvements.
"10x Is Often Easier Than 10%"
Astro Teller, 'Captain of Moonshots'
Google + Google X
Core Competency: Mining Big Data
Two Approaches
1. Machine learning
2. Signal discovery Design Thinking
– Interviews
– User observation
– Data analysis
• Low-cost prototyping
• Thousands of experiments per day
Objective
Learn to lead effective brainstorming sessions
Design Thinking is Learned Through Experience
To learn Design Thinking, you must experience it.
This is not a classroom, it is a creative lab.
Design Thinking Framework
Source: Stanford d.school
Empathize
Define
Ideate
Prototype
Test
1. Observe2. Engage3. Immerse
1. Needfinding2. Point of View (POV)
1. Brainstorm2. Bodystorm
1. Fail Quickly2. Start Conversations3. Bias Towards Action
1. With Users2. To Learn and Refine
Brainstorming Process
1. Challenge
2. Brainstorm
3. Selection
Brainstorming Teams
1. Teams of five or six participants
2. Minimize number of co-workers
3. Maximize diversity of perspectives
Brainstorming Rules
1. One conversation at a time
2. Go for quantity
3. Headline
4. Build on the ideas of others
5. Encourage wild ideas
6. Be visual
7. Stay on topic
8. Defer judgement - no blocking
Source: Stanford d.school
Brainstorm #1
Challenge: Improve online payments for kids
Brainstorm 10 minutes
Selection 5 minutes
Presentation 5 minutes
Brainstorming Rules
1. One conversation at a time
2. Go for quantity
3. Headline
4. Build on the ideas of others
5. Encourage wild ideas
6. Be visual
7. Stay on topic
8. Defer judgement - no blocking
Source: Stanford d.school
Brainstorm #1 Debrief
1. What worked?
2. What was most challenging?
How Does Design Relate to Other Fields?
Source: Charles Owen (2006)
Wicked Problems
"The search for scientific bases for confronting problems of social policy is bound to fail, because of the nature of these problems. They are 'wicked' problems, whereas science has developed to deal with 'tame' problems. Policy problems cannot be definitively described."
H. Rittel, M. Webber (1973)
Wicked Problems in Design Thinking R. Buchanan (1992)
Characteristics of Wicked Problems:
1. The problem is not understood until after the formulation of a solution
2. Wicked problems have no stopping rule
3. Solutions to wicked problems are not right or wrong
4. Every wicked problem is essentially novel and unique
5. Every solution to a wicked problem is a 'one shot operation'
6. Wicked problems have no given alternative solutionsJ. Conklin (2006)
Example Wicked Brainstorm
Challenge: Solve climate change
1. Challenge
2. Point of View (POV)
3. How-Might-We
2. Brainstorm
3. Selection
Brainstorming Process
Point of View (POV)
User + Insight + Need
"user X needs to Y because Z"
Actionable POV Reframing:
"user X needs to Y because Z"
How-Might-We
1. Short question(s)
2. Seed ideation
3. Build upon POVs
Brainstorm #2 Team Formation
1. Teams of five or six participants
2. Minimize overlap from previous brainstorms
Brainstorm #2
Challenge: Design a music service for teenagers
POV: Thirteen-year-old girl living in a small town needs to hear more than classic rock on the radio because she loses her mind when travelling with her family.
How-might-we: Enable her to find her favourite music?
Brainstorm 10 minutes
Selection 5 minutes
Presentation 5 minutes
Brainstorm #2 Debrief
1. Was this brainstorm more collaborative?
2. Do you think a thirteen-year-old-girl could design a
better solution?
Innovation Versus Invention
XUUK EyeBox
• 10x less expensive!
Who will buy it?
• Display networks?
• Researchers?
From the Globe & Mail (Nov 20, 2011)
"What can Canada learn about innovation from the career of Steve Jobs? I think there are two important lessons that we could take away.
The first lesson is that commercial success and impact is more about innovation than about invention. Invention is the creation of some new-to-the-world technology. …It can be pretty earth-shattering when it is electricity or insulin. But it can be pretty irrelevant when it is a technology in search of a user.
The second lesson is that successful innovation… entails starting with users, obsessing about their experience, and being dedicated to creating unique improvements to it that delight them, even if they never asked for or expect them."
From Mindsets to Mindshifts
"When students are developing a human-centered
mindset they move beyond egocentric views of the
world and no longer design based on their own needs,
desires, experiences or preferences"S. Goldman et al. (2012)
Design Thinking is Interdisciplinary
Rationalistic versus Design approaches
• Rationalistic: Model people as cognitive machines
• Design: Focus on interactions between people and
environment
We need "T-shaped" ways of understanding and
working
• Vertical bar: Domain expertise
• Horizontal bar: Design thinkingTerry Winograd (2006)
Needfinding at Google
Challenge: Make the Internet faster
POV: A father needs to read the news before his daughter
wakes up because otherwise he won't know what is
happening in the world.
How-Might-We: Load news webpages faster?
Design Thinking Framework - Summarized
Source: Stanford d.school
Empathize
Define
Ideate
Prototype
Test
"To create meaningful innovations, you need to know your users and care about their lives."
"Framing the right problem is the only way
to create the right solution."
"It's not about coming up with the 'right' idea,
it's about generating the broadest range of
possibilities."
"Build to thinkand test to learn."
"Testing is an opportunity to learn about your solution and your user."
Conclusion
"Design thinking is neither art nor science nor religion.
It is the capacity, ultimately, for integrative thinking."Tim Brown, CEO, IDEO
Thank You!
Queen’s Innovation and Design Thinking Program
April 21 to 22 in Toronto
Interested in registering?
Visit the Queen’s booth to learn more
Phone: 1.888.393.2338 (1.613.533.2371)
E-mail: [email protected]
Website: ssb.ca/execed
