What is Design Thinking and how can it help you build a better business.

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http://futureatschool.files.wordpress.com/2010/10/img_78811.jpg
Iran Entrepreneurship Association
"Design Thinking! – Workshop for
user-centered innovation“
About Daniel Bartel
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Hands-on
Consultant
• Corp. Entrepreneurship
• Design Thinking
• Lean Startup
Lean
Entrepreneur
• Human-Centered
• Community-Builder
• 5 Projects, 1 Success
Awesome
Organizer
• Mostly Non-Profit
• Certified SW Facilitator
• OuiShare / KoKonsum
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Institute for Business Innovation
+ OUR NETWORK
WE EDUCATE CORPORATIONS IN THINKING/ACTING/BEING LIKE A STARTUP.
DANIEL BARTEL
Business Innovation
Evangelist
BENJAMIN BESTMANN
Business Innovator &
Founder
DR. WINFRIED RICHTER
Entrepreneur,davor
Corporate-Executive
ADRIAN THOMA
Serial Entrepreneur
• BOB DORF (The Startup Owners Manual)
• ROB FITZPATRICK (The Mom Test)
• SAL VIRANI(Leancamp)
• And many more
• STEVE BLANK (4Steps to Epiphany)
• ALEXANDER OSTERWALDER (BusinessModel Generation)
• YVES PIGNEUR & ALAN SMITH (Business ModelGeneration)
• PROF. DR. GUNTER DUECK (ehem.CTO IBM)
PROF. DR. NILS HÖGSDAL
Wissenschaftlicher
Begleiter

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Test
http://www.youtube.com/watch?v=IGQmdoK_ZfY
Business
TechnologyHuman
Human-Centered Design
Process Innovation
Functional Innovation
Emotional Innovation
“Experience“
Innovation

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Embrace
http://embraceblog.org/2012/03/ http://files.gereports.com/wp-content/uploads/2009/10/mrii_kids.jpg
www.gereports.com/pediatric-design-turns-scary-mris-into-adventures
Rethink!
http://technology-headlines.com/2010/11/16/1832/

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multidisciplinary teams
© HPI / D-School / Kay Herschelmann
velocity
© HPI / D-School / Kay Herschelmann

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prototyping
http://www.flickr.com/photos/cannedtuna/6491204853/
POV
Problem Solution
http://humanitieslab.stanford.edu/Bootcamp/Home
Design Thinking Process
It‘s your turn
Wallet Game
Conclusion
1. Human-centered design: empathy and
feedback are fundamental for good design
2. Prototyping: Not only for testing but also as
part of the innovation process Build to learn
3. Action: Design Thinking is more “design doing“
instead of thinking and talking
4. Showing results doesn’t suffice: create
experiences, illustrations and narrations make
visions clearer
5. The power of iterations: Several repetitions
lead to success, ex. repeating interviews

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POV
Problem Solution
http://humanitieslab.stanford.edu/Bootcamp/Home
Design Thinking Process
empathize define
ideate prototype
test
© HPI / D-School und andere
incremental vs. iterative
incrementing calls for a fully formed
idea.
“iterating” builds a simple version,
validates it, then slowly builds up
quality.
Bigger OutCOME!

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T-shaped People
POV
Problem Solution
Design Thinking Process
1. Empathize
What is the problem?
Makro & mikro level
Social, economic, political, technical facts
Reframe the problem
1. Empathize
Who is your user?
Sociodemographic dimensions, life styles, problems,
habits, insights, context
Create empathy!

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Desk Research
- become an Expert -
© HPI / D-School / Kay Herschelmann
Empathize & Examine
Metaphors and Analogies
Time
Culture
© HPI / D-School und andere
Digg for needs, wishes & insights Observe
• Miss-use
• Workaround
© HPI / D-School und andere

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http://startupdigest.com/paul-bennett/ http://startupdigest.com/paul-bennett/
http://www.imagesu.net/img-formula-one-pit-stop-action-1795.htm
http://animalpetdoctor.homestead.com/surg2.jpg
1. Empathize
Finding analogies
POV
Problem Solution
Design Thinking Process

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Point of View
Define the point of view
USER (=persona), NEED, INSIGHT
One sentence:
<USER> requires something, to <NEED>,
that/but/surprisingly <INSIGHT>
POV
© HPI / D-School und andere
Empathy Map
© HPI / D-School und andere
Empathy Map

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Reframe
How can we…
… persona …
… situation / environment …
… problem …?
Example
How can we help a stressed mother to get
sufficient time for wellness in the morning
without her being late for work?
Problem
User
Setting
POV
Problem Solution
Design Thinking Process
the best way to get a good idea
is to get a lot of ideas.
— linus pauling, nobel prize chemist
the best way to get a good idea
is to get a lot of ideas.
— linus pauling, nobel prize chemist
(image: ideaelevator.co)

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• Only one person speaks
• Boost crazy ideas
• Postpone criticism
• Quantity is important
• Stick to the topic
• Develop ideas of others
• Work visually
© HPI / D-School und andere
Brainstorming

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© HPI / D-School und andere
Warm up
Problem Solution
POV
Design Thinking Process
Prototyping Pretotyping
http://www.openideo.com/open/web-start-up/inspiration/pretotype-
building-the-right-it-vs.-building-it-right/

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Problem Solution
POV
Design Thinking Process
… fail early and often
http://www.pdfpedia.com/download/12464/lecture-9-prototyping-pdf.html
Testing

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Present! Make it vivid!
Positive feedback What could we change?
New questions New ideas
?
Feed back Design New Business

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Connecting the Dots
Design
Thinking
Business
Model
Canvas
Lean
Startup
Problem
Business Model
Running Lean
Idea
… how will you take advantage
of human-centered Design
tomorrow?
Daniel Bartel
hello@daniel-bartel.de
@danbar87
Further reading
• Change by Design: How Design Thinking Transforms Organizations and
Inspires Innovation: | Tim Brown
• The Design of Business:Why Design Thinking is the Next Competitive
Advantage | Roger L. Martin
• Design Thinking: Integrating Innovation, Customer Experience, and Brand
Value | Thomas Lockwood
• This is Service Design Thinking: Basics,Tools, Cases | JakobSchneider
• The Art of Innovation | Tom Kelley
• 30 Minuten Design Thinking | Jochen Gürtler, JohannesMeyer
• The Back of the Napkin | Dan Roam
• Design School Confidential | Steven Heller und Lita Talarico
• Make Space: How to Set the Stage for Creative Collaboration | Scott Doorley
• Disrupt: Think the Unthinkable to Spark Transformation in Your Business
|Luke Williams
• Designing for Growth: A Design Thinking Toolkit for Managers | Jeanne
Liedtka
• Business Model Generation | Alexander Osterwalder
• Design Thinking | Hasso Plattner, Christoph Meinel, Ulrich Weinberg