Design Thinking
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Design thinking is a human-centered approach to problem solving that draws from the designer's toolkit to meet technical, commercial, and human needs. It involves gathering an interdisciplinary team to research problems, generate many ideas through prototyping and experimentation, and create innovative solutions focused on the user experience. Case studies like Shimano, Nintendo Wii, Marriott, and Whole Foods demonstrate how design thinking can lead to new perspectives and long-term impact through inspiration, collaboration, and putting people first.
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Design Thinking
- 1. Design Thinking! designing an experience.! Design Thinking Jared Cohen
- 2. What is design thinking?! • Design-based approached to finding solutions • Balances technical, commercial & human needs • Incorporate new ideas into human lives Design Thinking Jared Cohen
- 3. Isn’t that just design?! Designers Design Thinkers • Make products as • Apply designerʼs skill-set aesthetically pleasing as to solve a wider range of possible problems Design Thinking Jared Cohen
- 4. creative! critical! recognize innovative & human-centered THINKING! emotional Design Thinking Jared Cohen
- 5. “Coasting”! Shimano Design Thinkers • Bike component • Gathered designers, manufacturer behavioral scientists, • 2004: Experiencing marketers, and engineers slowing growth • Approached design firm, IDEO for help Design Thinking Jared Cohen
- 6. “Coasting”! Adults Who Ride Bikes Adults Who Rode Bikes As Kids Ride bikes Posi%ve Don't ride Experience bikes Nega%ve Experience Design Thinking Jared Cohen
- 7. “Coasting”! • Simple, straightforward, & fun • Pleasure, rather than sport • Almost no maintenance! Design Thinking Jared Cohen
- 8. “Coasting”! Retail Strategies • Welcoming experience • “Chill. Explore. Dawdle. Lollygag. Last one thereʼs a rotten egg.” Design Thinking Jared Cohen
- 9. “Coasting”! Problem Solution • Bike component sales • Assembled lacking in United States interdisciplinary team • Researched problem • Human-based approach • Created an experience • Product that appealed on an emotional level Design Thinking Jared Cohen
- 10. Ideation! Implementation! Inspiration! Design Thinking Jared Cohen
- 11. Inspiration! • “The problem or opportunity that motivates the search for solutions” • Leads to innovative solutions Design Thinking Jared Cohen
- 12. Encourage ideas, lots of them! • Collaboration: more and better ideas • Innovative solutions • Build off of ideas, rather than eliminate Design Thinking Jared Cohen
- 13. Innovative, not incremental! Innovative Incremental • New & better solutions • Making slight • Change perspectives improvements • Long-term impact • No long-term impact • Ahead of competition • Easily copied Design Thinking Jared Cohen
- 14. Nintendo Wii! Nintendo Other Companies • Took different approach • War on graphics • Focused on fun & ease of • Beefing up prices use Design Thinking Jared Cohen
- 15. Nintendo Wii! • Gestural control technology • User friendly • Low price Design Thinking Jared Cohen
- 16. Nintendo Wii! Sales Worldwide (in millions) • Wii: 89.36 • PS3: 57.6 • Xbox 360: 56 Design Thinking Jared Cohen
- 17. Ideation! Implementation! Inspiration! Design Thinking Jared Cohen
- 18. Ideation! • Generating, Developing, & Testing Ideas • Observation • Experimentation • Collaboration Design Thinking Jared Cohen
- 19. Observe, observe, observe…! • Analysis: finding & researching data • Synthesis: finding meaning • Discover what consumer wants • Create meaning, as well as value Design Thinking Jared Cohen
- 20. Marriott! Assumptions Later, hired design team… • Key point of contact: • Followed travelers from checking in arrival until checkout • Millions spent to improve • Discovered key point: check-in process First entering hotel room • Shifted Marriottʼs focus Design Thinking Jared Cohen
- 21. Encourage experimentation! • “Fail early to succeed sooner” • Be open to new possibilities Design Thinking Jared Cohen
- 22. Whole Foods Market! • Bottom-up experimentation • Employees organized into small teams to experiment • Successful ideas implemented across business • Dedicated & contributive workers Design Thinking Jared Cohen
- 23. Prototyping • “Quick, cheap, & dirty” • Make visual • Make tangible • Find problems early • NOT finished product • Encourage constructive criticism Design Thinking Jared Cohen
- 24. TownePlace Suites! Research through Prototype Results • Built full-scale mock-up of • Personalized guidebooks lobby and guest suite • Interactive map in lobby • Participants included • Tested & built on ideas clients, hotel owners, & “customers” • Acted out situations • Left Post-It notes Design Thinking Jared Cohen
- 25. TownePlace Suites! Design Thinking Jared Cohen
- 26. Collaboration! • Brainstorm • Birth and build on ideas • New interpretations • Interdisciplinary team • Seek out extreme users Design Thinking Jared Cohen
- 27. Ideation! Implementation! Inspiration! Design Thinking Jared Cohen
- 28. Implementation! • Product put on market • Can experiment & prototype more • Create an experience Design Thinking Jared Cohen
- 29. Tips for design thinking! • Share inspiration • Search for revolutionary idea • Experimentation • Optimism is key • Put people first Design Thinking Jared Cohen
- 30. My thoughts…! Design Thinking Jared Cohen