Innovation through design?

Master Class for Product MangersTait Radio Communications

Prepared by (Dr) Gavin Melles

Objectives

Understand how IDEO believes design is changing Understand and engage with the mindsets and

practices of the D.School approach Understand and engage with service design

thinking principles and practice Understand Design for Business (innovation) and

consider successful examples, e.g. Proctor Gamble Consider how design thinking principles and

practices can inform business strategy and innovation

Consider how this can apply to my work at Tait now and in the future

How Read & Listen Discuss & Differ (Inter)act Relate & Reflect

Materials Readings Video clips Worksheets Presentations

All in a day’s work

Mutual introductions? What is design thinking

(Stanford/IDEO model)? How could it apply to me and my

work at Tait? How does Service Design (Thinking)

differ? Breakout (Lunch – Viewing and

discussion) Designing for Growth: four questions

and ten tools How does this all fit together? Looking forward: what next for me

and TaitDesign thinking workshops at HCI Center RWTH Aachen 2012

Read Tim Brown (2008) Design Thinking. HBR Review What are the three spaces of innovation? What do you think?

Listen to Tim on You Tube Tim Brown urges designers to think big https://

www.youtube.com/watch?v=UAinLaT42xY What does think big mean? How does this relate to my present or future?

Change by Design?(Preparation)

Read Brian Leavy (2010). Design thinking – a new mental model of value innovation. Strategy & Leadership What are Roger Martin’s three key ideas What does the Proctor & Gamble story show?

Listen to Roger Martin: The Design of Business https://www.youtube.com/watch?v=DZqLAJIe7ok How does the Knowledge Funnel work?

How is this relevant? How could this apply here? How does it connect to Tim Brown’s proposals

The Design of Business?(Preparation)

Seven mindsets Five stages An introduction A reflection

Stanford D.School Design thinking Mindsets and processes

Service Design Thinking?Preparation

View the video-clip on the website What are the five

principles? How could this apply to my

work at Tait? Remember: Service design

in emergency waiting room http://www.youtube.com/watch?v=3e2urSZUorc

http://thisisservicedesignthinking.com/

Learn: What are touchpoints? http://blogs.hbr.org/cs/2010/12/touchpoints_bring_the_customer.html

Choose a Service (Bus, Doctor, Train) you are familiar with (concerned about?) Identify the touchpoints Consider where the problem interactions (and

why) occur Let’s work with the Customer journey map to

redesign the experience and consider the pre and post-service experience

How can this vision inform work at Tait

Service Design Thinking?Preparation

http://thisisservicedesignthinking.com/Service design in emergency waiting room http://www.youtube.com/watch?v=3e2urSZUorc

http://25.media.tumblr.com/tumblr_m7oenkwf9a1rp6vuho1_1280.jpg

http://designthinkingmovie.com/

Designing for Growth?(Preparation)

Skim the preview of chapters 1&2 Designing for Growth

How do you interpret the meaning for the four questions?

Do any of the ten tools seem familiar?

Take a new product (real or imagined) and prepare design criteria template endpoint of the What is Stage)

Take the Quiz http://designingforgrowthbook.com/quiz/

http://designingforgrowthbook.com/

Reflections

How does this all fit together?

What do I need to find out more about?

How could this apply to my work at Tait?

What are the challenges and opportunities?