This presentation discusses the differences between design thinking and lean startup methodologies. While the approaches have some differences, such as design thinking being more incremental and lean startup being focused on hardcore innovation, the presentation argues that they are complementary rather than in conflict. Using both methodologies together can create a powerful combination by allowing lean startup's rapid iteration to strengthen the value proposition developed through design thinking's focus on user needs. The presentation proposes a hybrid "design lean" methodology that combines the approaches.
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To know more or to connect:
This presentation came up from a discussion that
emerged in a ‘lean startup’ meet-up in San
Francisco 2 years ago. We had to choose a theme
for discussion and I proposed ‘Design Thinking’ VS
‘Lean Startup’. Rapidly my talk was the most voted
and the war began … the room split in 2 groups,
fighting to prove which methodology was the right
one...
After this , I decided to give a deeper study to the
matter ... Each methododology is great... Actually its
usage or mindset depends on different factors and
objectives. This presentation is the result of this
deeper study and some [personal] conclusions.
Hope it helps. Enjoy!adelavillanueva.com
Hi there! I am Adela
linkedin.com/in/adelavillanueva/
A_d_e_l_a
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Design Thinking and Lean Startup are
USER DRIVEN STRATEGIES** strategies that aim at creating innovative design or business concepts based on a user-centered approach.
This is the main difference from
others methodologies-> the
emphasis in understanding what
people want or needs
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Lean StartupDesign Thinking
DISCOVER IDEAS THAT CAN
SPEAK TO PEOPLE’S
MOTIVATIONS AND IMPULSES
FIND OUT WHAT THE
CUSTOMER WANTS BEFORE
FINALIZING
The ultimate objective
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Lean StartupDesign Thinking
IS A ‘LINEAR’ PROCESS
(With iteration)
IS A ‘CIRCULAR’ PROCESS
(with pivoting)
Source: d.school/ Stanford Source: Eric Ries
The process is different
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Lean StartupDesign Thinking
“ I need to understand customer
needs and iterate prototypes until I
find a technology and product that
satisfies this need”
“I have a technology/ product,
now who do I sell it to?”
The motivation …
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Lean StartupDesign Thinking
GETTING IT RIGHT
BEFORE WE MAKE BIG BETS
FOR SPEED AND “GOOD ENOUGH”
DECISION MAKING WITH LIMITED
TIME AND RESOURCES
Optimized for…
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Lean startup needs Design thinking to develop a suitable learning
environment to understand the real problem/ need of the customer,
strengthening the VALUE Proposition [ which we often forget]
Design Thinking needs Lean startup to be able to get into the real
‘execution phase’
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• Add trends/ industry foresight to the mix
• First start with design thinking. Once we have the prototype, use Lean startup to
establish a market fit and a right product approach
• Reiterate the offering but in a way that we don’t loose sight of the motivation & need
we are designing for ( it might not be related to UX)
• Focus on rapid experimentation with empathy
In a nutshell, it would look like this…
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Once you have
tested the prototype
with costumers,
include the Lean
process staring
measuring the
results of the test
combined with
phase 5
1
Add trends/ industry
foresight to the mix. To
get an understanding
of the market, which is
going to affect
‘human’ motivations
Trends,
Foresight
2
Then, start here 3
Follow the process ------------------------------à
4
Cross with market understanding and
human motivations (related to
costumer journey and user
experience)
6
7
IDEA PRODUCT
8
Ideate, and start again the
process until the loop is
closed ( which never is ;) )5
Re- define pain points &
needs from customer
journey