The document discusses a presentation about applying design thinking in business. It describes design thinking as a process that allows for creative and critical thinking to organize information, make decisions, improve situations, and gain knowledge. It provides examples of how companies have used design thinking to address problems like medication non-compliance and paper cup waste. The presentation argues that combining design experts with business experts allows for envisioning solutions that meet user needs while also being viable for organizations. It acknowledges challenges of applying design thinking in business contexts but provides suggestions for overcoming barriers, like encouraging visual thinking and prototyping ideas quickly through iteration.
Oppenheimer Film Discussion for Philosophy and Film
Living Design in Business World
1. Aiming for Innovation:
Living Design in a Business World
BayCHI :: December 8, 2009
presented by:
Brynn M. Evans
Krista Sanders
2. Dr. Charles Burnette
“Design Thinking is a process of
creative and critical thinking that
allows information and ideas to be
organized, decisions to be made,
situations to be improved, and
knowledge to be gained.”
3. 58 billion paper cups are thrown
away every year in the U.S.
According to Global Green USA. Source: Nate Beaty
4. 1) SWOT
2) Prioritize
3) Business plan
4) Execute
Source: h p://www. ickr.com/people/engelene/
5. Solution?
paper
“I am
not a paper cup…”
h p://design-milk.com/i-am-not-a-paper-cup/
11. Coffee culture is social
Source: h p://www. ickr.com/people/bonifaceplymouth/
12. Paper cup waste is a symptom
According to Global Green USA. Source: Nate Beaty
13. Problem Space
1. Understand 2. Point of View
• user behaviors • pick a problem
and context
• identify all the • take a slice
factors/players that’s relevant,
in a system useful,
interesting
• explore their • explore that
requirements, problem from
constraints, alternative
expectations perspectives†
† For a different perspective, see h p://www.scribd.com/doc/22133391/Papel-the-Paper-Cup
14. Problem Space Solution Space
1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate
• user behaviors • pick a problem • brainstorm • sketch • inspect and
and context adapt
• mockup
• identify all the • take a slice • explore • reframe
factors/players that’s relevant, alternatives, • build
in a system useful, possibilities,
choices • redefine
interesting • test
• explore their • explore that • evaluate • reprioritize
requirements, problem from
constraints, alternative • replan
expectations perspectives
15. Problem Space Solution Space
1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate
analytical intuitive
16. analytical, deductive;
+ intuitive, abductive;
+ “configuration”
Roger Martin, Rotman School of Management, author of: e Design of Business: Why Design inking is the Next Competitive Advantage
17. Jess McMullin
“Good design... is at the intersection
of business and human goals...
it’s not just about users,
and it's not just about business
it's about balancing both.”
18. Paula Thornton
“Design thinking is not about
solving design problems...
it’s about solving problems
with design.”
h p://twi er.com/rotkapchen/status/6361129781
19. 60% of prescription-drug users
have taken medication incorrectly.
According to a recent poll conducted for Target. Source: Jessica Shapiro h p://www.theage.com.au/news/health/pills-in-poop-is-the-scoop/2007/11/14/1194766740042.html
20. Observation
Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/
21. What’s changed since WWII?
h p://www.nationalmuseum.af.mil/factsheets/factsheet.asp?id=2552
28. Richard Bolland & Fred Collopy
“When we couple design process
experts with business content
experts, we create a capacity to
envision and realize futures that are
both desirable for people and
viable for organizations.”
29. “ Tim Brown
“Put simply, [design thinking] uses
a designer’s sensibility and methods
to match people’s needs with what
is technologically feasible and what
a viable business strategy can
convert into customer value and
market opportunity.”
43. Aiming for Innovation:
Living Design in a Business World
BayCHI :: December 8, 2009
presented by:
Brynn M. Evans
Krista Sanders
brynnevans.com / @brynn
kristasanders.com / @newhighscore