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How Might We? · PDF file 2019. 4. 26. · Empathize Define Ideate Prototype Test Iterate •Generate radical design alternatives •“Go Wide” with solutions

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  • How Might We…?

    A Primer on Design Thinking and Innovation

  • We Need To… !

    How Might We…?

  • Source: Kleiner Perkins Caulfield Byers – 2015 Internet Trends: http://www.kpcb.com/blog/2015-internet-trends

    average number of times that smartphone users check their devices daily

  • Worldwide 2 billion monthly active Facebook users (MAUs) - Source: newsroom.fb.com/company-info/ as of 7/6/2017

    citizens of earth that have an active Facebook account

  • What does Digital look like?

  • A Rapid Rise of Technology Adoption

    Time to reach 50MM users worldwide (years)

    Twitter

    Facebook

    Internet

    iPod

    Television

    Radio

    .75

    - 1 2 3 4 5 6 7 8 9 10 11 12 13 35 40

    .75

    1

    3

    4

    13

    38

    Angry Birds .1 (35 Days)

  • Digital is Challenging Established Consumer/Brand Models

    What’s Old is New What’s New is (Already Old)

  • An Exercise of the Familiar – The Bicycle Edition

    Instructions:

    1. Get Paper

    2. Draw

  • Gianluca Gimini

  • Take Aways

    • Seemingly simple tasks

    can turn out to be

    challenging/complex

    • Even if known

    intimately, the obvious

    answer may not be right

    • Everyone is unique – as

    are your experiences https://mpora.com/road-cycling/artist-asks-strangers-draw-bicycle-memory-3d-renders-results

    https://mpora.com/road-cycling/artist-asks-strangers-draw-bicycle-memory-3d-renders-results

  • Skepticism and Questions Encouraged

  • What is Design Thinking?

    A set of human-centered, design-oriented principles

    & process used for solving a wide range of problems

  • The Design Thinking Process

  • The Design Mindset and Method

    • NOT pixels and pictures

    • Problem > Solution

    • Increasingly Better > Perfect

    • User’s Needs > Organization’s Needs

    • Failure = Opportunity

    • Best Learned by Doing

  • Design Thinking – How it Works

    Courtesy IDEO Design Thinking Approach - http://www.ideou.com/pages/design-thinking

    Viability (Business)

    Feasibility (Digital)

    Desirability (Human)

    Innovation

  • Design Thinking: Empathy - Center of Discovery

    Empathize

    Define

    Ideate

    Prototype

    Test

    Iterate

    • Observe behaviors

    • Engage and interact

    • Immerse through experience

  • Design Thinking: Define – Explore and Synthesize Challenges

    Empathize

    Define

    Ideate

    Prototype

    Test

    Iterate

    • Identify patterns & personas

    • Synthesize findings

    • Describe problem statement

  • Design Thinking: Ideate & Prototype – Mapping Solutions

    Empathize

    Define

    Ideate

    Prototype

    Test

    Iterate

    • Generate radical design alternatives

    • “Go Wide” with solutions

    • Build Fast and ship

  • Design Thinking: Test & Iterate – Create and Deliver

    Empathize

    Define

    Ideate

    Prototype

    Test

    Iterate

    • Show, don’t tell

    • Gather Feedback

    • Rinse, repeat

  • Design Thinking is Supposed to Feel Messy

    Adapted from Central Office of Design

    Innovation

    Empathize

    Define

    Ideate

    Prototype

    Test

    Iterate

  • Capital One: Reimagining How People Interact With Their Money

  • Samsung: Transforming Function Back Into Form

    Late 1990’s Today

  • YOUR TURN…

    27

    Interview Exercise

    ▪ Pair off and interview

    ▪ Ask non-leading questions

    ▪ Find out what attributes

    impact / drive your partner

  • How Might We…?

  • EMPATHY EXERCISE 1: Our Beloved Phillies

    We need to sell more Phillies baseball tickets.

    Why do people go to baseball games?

    29

  • EMPATHY EXERCISE 2: The Healthcare Industry

    People need to do routine health checks more frequently.

    Why don’t people prioritize their health?

    30

  • EMPATHY EXERCISE 3: Selecting a Pharmacy

    You should use our business, not our competitors!

    Why did you chose your pharmacy?

    31

  • EMPATHY EXERCISE 4: Choosing Earth First

    People should use renewable energy.

    How might we make conservation cool?

    32

    vs

  • 6 Ways You Can Apply Digital & Design Thinking Today

    1. Empathize… talk to your stakeholders and employees, learn

    their stories and understand their point of view

    2. Be Inspired... watch others who are trailblazing or redefining

    the way that things are done

    3. Get Crazy… encourage many, wild ideas - you can be

    practical later

    4. Iterate, Iterate, Iterate…your new idea isn’t final yet, keep

    reviewing, reimagining and testing

    5. Embrace failure…don’t be afraid, fail fast and learn from

    the experience!

  • 6 Ways You Can Apply Digital & Design Thinking Today

    6. Why?

  • #THANKYOU

    Annalicia Geeter – [email protected]

    Kip Wetzel - [email protected]

    mailto:[email protected] mailto:[email protected]