Design Thinking An agile approach to developing ideas and product management.

1. DESIGN THINKING
Mar 15
An agile approach to developing ideas and product management.

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TODAY’S LECTURE
PART 1: 1 hour of interactive information
Entailing:
Design Thinking
● Design thinking overview
● What is
● What if
● What wows
● What works
● Why is it important
● How you can use it for your assignment
● How to test it
Analyse Market
● Opportunities
● Need
● How we do it
● Market risks
Business Model Canvas
● Altered to be based on your assignment
● x 3 Solutions testing
Pitch Writing
● Visual prompts
● What investors & clients look for
PART 2: 1 hour activities
"Bringing it all together"
Take aways
● Templates:
● "How we solve and identify problems"
● "Business Model Canvas"
● "Pitch writing"
● Learning the importance of iterating
● How to funnel the above into your Executive
summary

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WHO AM I ?
I help develop products for
customers across a range on
industries
Mike Ebinum
DIRECTOR
SEED DIGITAL
http://seeddigital.co
@mikeebinum

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ABOUT SEED DIGITAL

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SEED is a boutique innovation services, technology
consulting and software development firm base in
Melbourne , Australia.
We exist to create valuable solutions for our clients .
We employ a design thinking problem solving
approach to ensure an empathetic and holistic
experience.
We provide our clients with a full range of digital
services including digital strategy, user experience
design, creative and software engineering
implementations across multiple channels including
mobile, web and interactive displays.
ABOUT SEED DIGITAL
INNOVATIVE
SOLUTIONS

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EXPERIENCE DESIGN DEVELOPMENTDIGITAL STRATEGY
ENTERPRISE SERVICES DIGITAL MARKETING SUPPORT
OUR SERVICES
UX | Digital Strategy | IA | Startups & MVP Visual Design & Branding | Logo Design |
Branding | Web Design | Data Visualisation
Web & Mobile Development | Responsive |
Web Application | IOS & Android
Development | eCommerce | Enterprise
Applications | Big data
Innovation | Dev Ops | Data Analytics and
Reporting | Data Visualisation
Digital Marketing | SEO | Social Media
Marketing | Google Adwords
Support Services | QA & Functional Testing |
Hosting & Maintenance | Analytics &
Reporting

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DELIVERABLES
TEMPLATES:
- Design Thinking
-Business Model Canvas
-Pitch Writing template

8. WHAT IS DESIGN
THINKING

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Design Thinking is a process that systemises the prototyping of ideas and practices to
solve problems.
By taking a structured approach to the creation of ideas and implementation of
practices, it maximises the chances of success.
Design thinking involves developing new ideas and practices which are based
on evidence and other successful ideas. These ideas are refined and converted into
practices, which are then rigorously tested to determine their efficacy.
When a practice is determined to be effective, it is scaled to enhance its impact.
DESIGN THINKING 101
101

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UPS - Video
EXAMPLES

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Design in its most effective form is a process, an action, a verb not a
noun.
Design is most often used to describe an object or end result
Large push to make it a protocol for solving problems and discovering
new opportunities.
Design is the most powerful tool and when used effectively, can be the
foundation for driving a brand or business forward.
DESIGN THINKING 101
101

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Design thinking is a problem solving approach to
ensure an empathetic and holistic experience.
Great for specific kinds of problems
Traditional Analytics good for “Tame” problems
● puzzles
Good for Mysteries “Wicked problems”, mostly
problems involving Humans (eg. Healthcare)
This lends
● Business Model Innovation
● Product Innovation
HOW DESIGN THINKING FITS INTO BUSINESS
INNOVATIVE
SOLUTIONS

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FRAMEWORK FOR DESIGN THINKING

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5 STEPS
1. Identify an opportunity / market research high level
2. What is? (Current reality) Define problem
3. What if (Future invisioned) Create and consider many
options
4. What wows (refine selected options, repeat)
5. What worked? Pick winner

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Overview
Identify an opportunity and conduct market research high level
Another way to say it is defining the right problem to solve.
Design thinking requires a team or business to always question the brief, the problem to be solved.
Goal: To define and revise the opportunity before embarking on its creation and execution.
How:
Scope high level overview
Observer takes a seat
Customer Journey Mapping - see http://uxmastery.com/how-to-create-a-customer-journey-map/
Cross functional insight
Make assumptions to test
STEP 1: IDENTIFY OPPORTUNITY

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What is? (Current reality) Define problem
Design thinking requires that no matter how obvious the solution may seem, many solutions be created for
consideration.
Create them in a way that allows them to be judged equally as possible answers.
In-depth research on the market
Identify insights
What is the design criteria
Personas
Customer fit
Branding
Create and consider many options:
Solve the problem
Look at a problem from more than one perspective always yields richer results.
STEP 2: WHAT IS

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What if (Future invisioned)
Brainstorm
Business model canvas (We will develop this on the next slide)
How do we use the BMC:
Develop concepts
Use cases
Create some napkin pitches
Funnels into:
Pitch strategy
STEP 3: WHAT IF

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BUSINESS MODEL CANVAS
PHASE 1
PHASE 2
PHASE 3
STEP 3: WHAT IF

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What wows (refine and review selected options, repeat)
Any promising results? They need to be embraced and nurtured.
Surface key assumptions
Given a chance to grow protected from the evil idea-killers of previous experience.
Even the strongest of new ideas can be fragile in their infancy.
Make a “pretotype”
Journey mapping
Design thinking allows their potential to be realized by creating an environment conducive to growth and
experimentation, and the making of mistakes in order to achieve out of the ordinary results.
Redo Business Model Canvas (optional)
STEP 4: WHAT WOWS

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STEP 4: WHAT WOWS
Customers
want it
We can do
it
Economics
can sustain it
Wow zone

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Design process is an ongoing journey. It is the process of testing,
recording information and reviewing what has been learned. Add in
reviews to optimise your product.
IMPLEMENTATION, REVIEW & ONGOING SUPPORT

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Immerse yourself in customer data
Generate ideas
Surface Assumptions
Conduct a small experiments
Revise Ideas
Assumptions Proven Assumpti
ons
Proven
Assumptions
Disproven
TableScale
ITERATIVE LOOP

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STEP 5: WHAT WORKED
“Pick the Winner”
At this point enough road has been traveled to insure
success. It's the time to commit resources to achieve the
early objectives.
● Get feedback from stakeholders
● Data strategies
● Run your learning launches
● Design on-ramp

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EXAMPLE AT IDEO - Shopping Cart Project

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PRODUCT ROADMAP
Develop a roadmap of key assumptions you will continue to test and how
that will be used to iterate your product.
“Develop, talk to the market and get feedback, re-develop.”

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PITCH WRITING STRUCTURE
Problem -whats the problem you are solving
Solution -why your solution is great
How it works - how your solution works
UVP - what is your Unique Value proposition
UA - what’s your unfair advantage
Tests - have you got proof it works and people want it?
Revenue - how are you making money?
Need -what do you need from investors and or business affiliates?
Next steps.

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OVERVIEW & ACTIVITIES

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DETAILS & DESIGN
● workshop ideas
● identify user needs
● define functionality
● decide what to build
DETAILS & DESIGN
● Collect data on usage
● measure how customers
respond
● Validate assumptions
made in design
DETAILS & DESIGN
● Fully functional
MVP product
● Train users on product
features
● Test product with users
BRINGING IT ALL
TOGETHER OVERVIEW

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TIME TO EXPERIMENT
ACTIVITY 1:
Form groups of 3-4
Each write a different Business Model Canvas in your groups

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Immerse yourself in customer data
(Make hypothetical)
Generate ideas
Surface Assumptions
Conduct a small experiments and go
talk to other groups
Revise Ideas
Assumptions Proven Assumpti
ons
Proven
Assumptions
Disproven
TableScale
ITERATIVE LOOP
Use Sticky notes
in your groups of
3-4
ACTIVITY 2:

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YOUR CHOSEN PRODUCT
Now using your chosen product write a pitch each and pitch to each
other in groups.
PITCH WRITING
ACTIVITY 3:

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“WHAT IF”
ACTIVITIES AND DELIVERABLES
We use this phase to meet and work
together to define what your project
outcomes look like. We will do this
through collaborative workshops,
research and analysis.
DETAILS
We speak and listen to your target
audience and come up with the
information architectures,
wireframes and prototypes to help
you visualize your product.
We take all the information
gathered to this point and build
working versions of the product on
an regular incremental basis with
the highest priority features
developed first-this is known as a
“sprint”.
We transition the project to your
stakeholders and users. The goal of
delivery is to deploy the product
into the world and validate the
assumptions made during design.
DESIGN DEVELOPMENT DELIVER
STEP 1 STEP 2 STEP 3 STEP 4
Map out how you would actually take your product to market in real lifeACTIVITY 4:

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HAPPY DESIGN THINKING!

34. seeddigital.co
March 15
THANK YOU
Questions?
If you have a question feel free to contact me
mike@seeddigital.co
@mikeebinum
au.linkedin.com/in/mebinum/en
@seeddigitalco