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Design thinking presentation (incl notes)
- 1. Design Thinking Ad agency name
- 2. “About Me” 1969 Love For Processes School Work Design Consulting Design Schools Service Development Business Development 1991 1995 stuff about myself
- 3. “Dodadididoo” Very Short History Of Design Thinking What Is Design Thinking Design Thinking Process Building Upon Design Thinking Not Academic Talk Business And Design Logic Moving Targets big picture, no details such as ethnographic research fast, 24 slides in 30 minutes. A little over 1 minute per slide no academic talk goal is to dissect Design Thinking and give a shot at what could be a business opportunity Show how problems can be seen as opportunities
- 4. Design Thinking History MusicArt Architecture Graphic Design Industrial Design Usability User Centred Design User Experience Design Customer Experience Design Service Design A Brush Stroke Overview Ergonomics Then Now Science there is much overlap in time between the disciplines there is no real true order and much discussion among academics on what was first and second and so forth: waste of our time roughly said the world has become more complex and Design Thinking adapts to that in going back and forth between steps and processes
- 5. You Might As Well… MusicArtArchitecture Graphic DesignIndustrial Design Usability User Centred Design User Experience DesignCustomer Experience Design Service Design Put Them Into A Blender Ergonomics Science speaks for itself I hope
- 6. What They Have In Common The Building Blocks? MusicArtArchitecture Graphic DesignIndustrial Design Usability User Centred Design User Experience Design Customer Experience Design Service Design Ergonomics Science Some Trying Some Inspiration Some Doing What they have in common are 3 building blocks or recurring themes: you get an idea or request to solve something, this could be an out of the blue idea or based on earlier thoughts or solutions. you try out some possible solutions and use many tools to find out e.g. what the customer or end user wants, needs, can pay for etc you test these and build it while using skill, experience, testing tools, usab and what not
- 7. Various Theories IdeationImmersion Prototyping Exploration ExecutionEmpathyExpertise IdeateDefineEmpathise Prototype Test IdeationInspiration Implementation DesignImagine Activate Point Of View IdeateObserveUnderstand Prototype Test And More Complex Ones …… … …… … … … … Design Sojourn / Brian Ling :Imagine Design Activate Tim Brown: inspiration ideation implementation Maurício Vianna et al:Immersion Ideation Prototyping was this IDEO or did they have 1 more item on the list: Expertise Empathy Exploration Execution Stanford: Empathise Define Ideate Prototype Test Plattner et al: Understand Observe Point-of-View Ideate Prototype Test
- 8. But They All Outcome Aim At Some Predictable Outcome Some Trying Some Inspiration Some Doing all these theories try to help the team to reach a predictable outcome, a product, a service too much deviation from this predictable outcome could result in unsatisfied customer or end user. However, you could also hit the jackpot.
- 9. A Side Note Cultural Bias Business vs Design There is a lot of conversation going on about how Design Thinking could be applied to business or engineering or policy forming. I find it a non issue almost as Design Thinking is already present in these disciplines. It is not as prevalent and some aspects are certainly not much appreciated, such as risk taking and failing safely.
- 10. Logic Or Logic Or Logic? More Or Less Business Design Inductive, Through Observation, That Something Actually Works... Deductive, Trough Reasoning From Principles – That Something Must Be… Inductive, Through Observation, That Something Actually Works... Deductive, Trough Reasoning From Principles – That Something Must Be… Abduction: The Logic Of "What Might Be” design thinking heavily uses a method of reasoning, Inductive logic —> reasons from the specific to the general Deductive logic —> reasons from the general to the specific Abductive logic –-> the logic of "what might be source: Jan Schmiedgen
- 11. Of Course Innovation 8 Bit Business & Design Looks Backwards Looks At The Now Looks Backwards Looks At The Now Speculates &, Dreams It is not that black and white of course 99.2% is gray Design Thinking is strong at dealing with the 99,2%
- 12. But Is It A Process? There Is A Quasi Order And Logic Some Trying Some Inspiration Some Doing There is an order in the design thinking process, especially when one starts out with designing it feels as if it is A —> B —> C. But as one progresses an gets more experience the process becomes more loose. One also notices the ideas and inspiration that pop-up throughout the process. It is in fact how toddlers learn and how we grow as human beings. Demystified!
- 13. A Reality Check There Is No A —> B —> C Order Some Trying Some Inspiration Some Doing When you look at how a true design process goes you can see, even before Design Thinking was coined, that there can be many iterations and many back and forths between the iterations.
- 14. Reality Hurts Unless You Know What You Are Doing Some Trying Some Inspiration Some Doing € €€ € € € € € € € € € Integrating Design and Design Thinking into a business poses a few challenges. One is that because of the nature of the process as being non-linear and looping back to previous steps. An other is the design language. An other one is that a designer can start with an idea and not necessarily needs or even wants a brand or market definition or description
- 15. And As If That There Is An Evolving World Out There Was not enough…
- 16. The World Around Us Changes And The Outcome Keeps Requiring Changes Outcome Technology Culture Economy Environment Outcome Some Trying Some Inspiration Some Doing but even when a designer and Design Thinking is accepted within an organisation we need to get the work done. Projects take time and reality hits us when we realise that the desired outcome we set at the beginning is less relevant as we hoped for. This happens for various reasons: the world around us changes, the team changes, the customers changes it’s mind and so on.
- 17. No Outcome Or? Open Ended-Ness (Herbert Simon) Some TryingSome Inspiration Some Doing Outcome Design Is A Process Which Aims To Improve Existing Environments Into Preferred Ones The Result Has To Be Open And Evolving, One Without Final Goals theory from the 60s
- 18. And How Would You Call This? Wicked Problems (Horst Ritte) Some TryingSome Inspiration Some Doing Unique, Ambiguous And Has No Definite Solution Each ‘Wicked’ Problem Is Entirely Unique And So Too Is The Process One Problem Opens Up A Whole New Set Of Problems Which Can Never Achieve A Finite ‘True Or False’ Solution some more theory from 60s
- 19. However We are smart puppies! sure we are!
- 20. Different Scales In Outcome And Complexity System Service Object divide for speaking purposes the world of outcomes into 3 realistic categories system is large, complex, multiple technologies, can be across time and space, often multiple cultures, multiple design processes (but bear in mind what they have in common and focus on that). Then there is a scaling down towards “Object” which in this context means e.g. an interior project, graphic design and that kind of (and they are valuable!).
- 21. As Iteration, Improvement And Innovation Builds On Top Of Previous Outcomes Outcom e Outcome Outcome Outcome Outcome Outcome Outcome Outcome Towns And Provinces Companies And Networks interesting areas for design thinking are large scale projects and problems. Town and Provinces are good example. They need continuity and are long term, this in contrast to next quarter company mentality. However, companies and networks can be an interesting market too as we only now begin to see the impact of a networked society and there is so muc more to explore. we can imagine new forms of business where there are networked partnerships and the vision is long term but actions can be ad hoc
- 22. Outcom e Outcome Outcome Outcome Outcome Outcome Outcome Outcome And Our Customers Want To Survive We Offer Them COMPANY ABC Thinking Some Trying Some Inspiration Some Doing Some Trying Some Trying Some Inspiration Some Doing Some Inspiration Some Doing In essence a customer wants to continue, if possible with profit, if possible with good image, if possible with prestige and so on and so forth. Design thinking can be woven inside a corporate culture.
- 23. Outcom e Outcome Outcome Outcome Outcome Outcome Outcome Outcome Turn Problems Into € € € € € € € A Big Vision € COMPANY ABC Thinking If we agree that Design Thinking is a fuzzy process but that we all have the ability to do that. And that the project outcome changes. And, that an outcome could be a compilation of previous half and fully matured outcomes, we see nothing is truly linear and straightforward. So my suggestion is to consider Design Thinking as a tool to deal with this fuzziness and to show the customer that this apparent chaos is what can be controlled and benefitted from.
- 24. Outcom e Outcome Outcome Outcome Outcome Outcome Outcome Outcome Right Team And Attitude Can Fail Hands On Dreamer Wide InterestsIntuition Brave Structured Improvising Curious COMPANY ABC Thinking this does mean the team and management understand the processes involved and at the same time sets boundaries. HR people needs to reconsider the reward system and the hiring strategy and look at specific qualities of the people so that everyone feels at ease with the processes.
- 25. Take Away…Design Thinking COMPANY ABC Thinking Is Fuzzy Is Creative Uses Intuition Can Be An Asset Can Create New Business Allow It To Evolve