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)
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 experienceshttps://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?
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