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What is Design Thinking and How Is It Used?!
Germany since 2011
Israel since 2012
Singapore since 2012
Netherlands since 2007 UK since 2011
USA since 2010
Brazil since 2012
Chile since 2010
Established
Spain since 2013
Australia since 2013
Partners
Uruguay since 2010
Argentina since 2010
Taiwan since 2012
DesignThinkers Group is an innovation agency with multidisciplinary teams in thirteen countries.!
We have an extraordinary global team!
We have an extraordinary global team!
We help organizations find solutions to vexing problems, drive positive change, and build their capacity to innovate.!
Who are you?
Are you creative?
What is design thinking? "How is it used?
Goals for today:
Why should you care? use it?
Doug Dietz TEDxSanJoseCA 2012
Patient anxiety curve
Preconception: - Right diagnosis? - Will insurance
pay? - Will boss be
upset?
Reality: - How will we get
our child through this?
https://www.youtube.com/watch?v=jajduxPD6H4&feature=kp!
What is Design Thinking?"" - Definitions
“Design thinking is actually a systematic approach to problem solving. !!It starts with customers and the ability to create a better future for them. !!It acknowledges that we probably won’t get that right the first time. !!It does not require supernatural powers.”!
Source: Designing for Growth: A Design Thinking Toolkit for Managers, p. 4!
“Problem Finding + Problem Solving = Competitive Advantage!!A new approach to problem finding!
- The highest leverage is found in re-framing problems!!A dynamic approach to problem solving!
- Works well on poorly bounded problems!!A new perspective on value!
- An empathy-based, human-centered process focused on user needs”!
“What’s the question we are trying to answer?”!!“Rather than thinking to build, build to think.”!
What is Design Thinking?"" - Principles
Collaborative
“A team sport”!
Stakeholder representation!
Diversity in thinking!
The right players involved = better solutions & buy-in
Based on empathy
Observational research!
Needs finding!
“Walk in their shoes”!
Beginners mind!
You won’t find breakthrough ideas by looking in your own head.
Iterative
Prototyping!
“Few ideas survive the first contact with a customer”!
“Fail fast and fail often”!
Prototypes are not models of the right answer, they are ways of asking questions about the world.
Action oriented
“Build to think”!
Visual artifacts as catalysts!
“Out of the Building”!
Learning by doing!
If you want to differentiate and innovate, you have to work differently.
What is Design Thinking?"" - Frameworks
Define the right problem or opportunity!
Find the right!solution!
Discover Define Design Develop
Source: Design Council UK!
Source: Stanford d.school!
Business!Accounting!Finance!Marketing!Operations!IT!Entrepreneurship!Strategy!
Human Values!Psychology!Anthropology!Sociology!Ethnography!Need finding!
Technology!Engineering Analysis!Statics & Dynamics!Electronics & Mechatronics!Programming Methodology!Bioengineering!Materials!Thermodynamics!Chemical Engineering!
Manufacturing!
Design & Interactivity! Organizational Behavior!
What is?! What if?! What !wows?!
What !works?!
Source: Peer Insights!
Framing!Interviewing!Observing!Analyzing!
Exploring!Brainstorming!
Creating!
Building!Refining!
Evaluating!
Experimenting!Testing!
Implementing!
Source: Stanford d.school!
!̀this is how we learn what people need!
data
Information
knowledge
insights
Get data by quantitative research.!
Give meaning to data by doing qualitative research. !
Give context to information.!
Apply knowledge by implementing concepts. !
WHAT DO WE DO?!
Context mapping, Stakeholder mapping prototyping, Co-creation, etc.!
Pilots, Change management, Training, Communication, Implementation, etc.!
HOW DO WE DO IT?!
Customer Journey Mapping, Cultural Probe, Interviewing, etc. !
Online scraping, Desk research (existing data), Survey, etc.!
WHY DO WE DO IT?!
SERVICE DESIGN DATA FRAMEWORK!
How is Design Thinking used?"" - Tools
Observational Research • Contextual interviews / job shadowing • Video / photo documenting • User journaling • Extreme users • Fly on the wall • Structured interviews • Intercept interviews
Ethnography is 5% fieldwork and 95% preparation, analysis, synthesis, and communication.
Stakeholder Mapping
Value Stream Mapping
Stakeholder & Value Stream mapping help understand context of the space in which you’re operating, so you can start to co-create.
Personas <ZL°H�YLHSPZ[PJ�UHTL��+VU»[�\ZL�UHTLZ�VM�JVSSLHN\LZ�°
NAME SKETCH
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DESCRIPTION
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WHO IS IT?
>OH[�KVLZ�ZOL�VY�OL�KV&�;LSS�Z[VYPLZ�HIV\[�[OL�ILOH]PV\Y�^OPSL�\ZPUN�H�ZLY]PJL��WYVK\J[�VY�ZP[L��*OHUULS�\ZHNL�MVY�]HYPV\Z�ULLKZ��PU[LYUL[��]PZP[PUN�JVTWHYHISL�ZP[LZ��TVIPSL��ZVJPHS�TLKPH��>OH[�^VYRZ�^LSS��^OH[�HYL�[OL�MY\Z[YH[PVUZ��^OH[�PZ�Z[VWWPUN�OLY�VY�OPT�MYVT�JOVVZPUN�H�M\UJ[PVU��ZLY]PJL�VY�WYVK\J[&
WHICH BEHAVIOUR?
*HW[\YL�[OL�LZZLUJL�[V�VUL�VY�[^V�WVPU[Z�[OH[�JV\SK�JVTL�V\[�VM�[OL�WLYZVUH»Z�V^U�TV\[O�
QUOTE
WHAT GOALS? WHAT ATTITUDE?
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PERSONA CARD
DATE
Personas
Well-defined personas confirm that the design team understands the humans they are designing for.
Journey Mapping
Stakeholder Mapping
Journey Maps act as mirrors for the organization, they reflect the reality their customers experience.
Service Blueprint
The Service Blueprint is the spec for the first iteration of the future state.
“… a brand that stands for something special, hopeful, even meaningful in an industry that is profoundly broken.” " – Ray Davis, CEO"
Research: • History • Trends • Local Culture • How do we connect with people on an
emotional level?
Brand DNA:"Community Prosperity"
Target:" “Localists” = people who care about their community"
Trend:" Slow Movement" Localism"
Insights: • Create an “uber” local “third place” • Engage the senses • Embrace Craft & Coffee • Slow people down • Be a meeting place for local organizations
Teller line meets concierge desk
Retail shop meets boutique hotel
Tactile
Taste
Locally made by hand
Coffee culture and aroma therapy
Community Prosperity – Meeting Place
Results:"“Back in 1994, when Davis took over, Umpqua’s market value was a trifling $18 million. Today, despite all the economic setbacks in the Pacific Northwest, and even after investors have turned their backs on banks across the country, Umpqua’s market value is close to $1.5 billion.”–Harvard Business Review
Problem Statement:"We need to renovate our education building…
Reframed Problem Statement:"We need our programs and facilities to support our mission both now and in the future
Understand their organization’s culture and aspirations
How are their facilities hindering them?
How can their facilities support their “brand”?
DT Methods"Research: the current state"- Church wide survey"- Interviews"- Observation"
Workshop Design"Set the stage for empathy"Persona development"Journey mapping
Results:"Wayfinding and accessibility became a top priority""Their underutilized fellowship space will become the center of community for the church
Insights:"The church needs an intentional way to greet and assimilate visitors especially visitors with small children""The church needs a systematic leadership training program in order to accomplish their goals
www.designthinkersgroup.com
Marc Bolick Managing Partner +1 (864) 907-1879
How might we help you?!
