What is Design Thinking and
How Is It Used?!

Germany since 2011
Israel since 2012
Singapore since 2012
Netherlands since 2007
UK since 2011
USA since 2010
Brazil since 2012
Chile since 2010
Established
Spain since 2013
Australia since 2013
Partners
Uruguay since 2010
Argentina since 2010
Taiwan since 2012
DesignThinkers Group is an innovation agency with
multidisciplinary teams in thirteen countries.!

We have an extraordinary global team!

We have an extraordinary global team!

We help organizations find
solutions to vexing problems,
drive positive change, and build
their capacity to innovate.!

Who are you?

Are you creative?

What is design thinking?
"
How is it used?
Goals for today:

Why should you care?
use it?

Doug Dietz
TEDxSanJoseCA 2012

Patient anxiety
curve
Preconception:
- Right diagnosis?
- Will insurance
pay?
- Will boss be
upset?
Reality:
- How will we get
our child through
this?

https://www.youtube.com/watch?v=jajduxPD6H4&feature=kp!

What is Design Thinking?"
"
- Definitions

“Design thinking is actually a systematic approach to problem
solving. !
!
It starts with customers and the ability to create a better future
for them. !
!
It acknowledges that we probably won’t get that right the first
time. !
!
It does not require supernatural powers.”!
Source: Designing for Growth: A Design Thinking Toolkit for Managers, p. 4!

“Problem Finding + Problem Solving = Competitive Advantage!
!
A new approach to problem finding!
- The highest leverage is found in re-framing problems!
!
A dynamic approach to problem solving!
- Works well on poorly bounded problems!
!
A new perspective on value!
- An empathy-based, human-centered process focused
on user needs”!

“What’s the question we are trying to answer?”!
!
“Rather than thinking to build, build to think.”!

What is Design Thinking?"
"
- Principles

Collaborative
“A team sport”!
Stakeholder
representation!
Diversity in
thinking!

The right players involved = better solutions & buy-in

Based on
empathy
Observational
research!
Needs finding!
“Walk in their shoes”!
Beginners mind!

You won’t find breakthrough ideas by looking in your
own head.

Iterative
Prototyping!
“Few ideas survive the first
contact with a customer”!
“Fail fast and fail often”!

Prototypes are not models of the right answer, they
are ways of asking questions about the world.

Action oriented
“Build to think”!
Visual artifacts as
catalysts!
“Out of the Building”!
Learning by doing!

If you want to differentiate and innovate, you have to
work differently.

What is Design Thinking?"
"
- Frameworks

Define the right
problem or
opportunity!
Find the right!
solution!
Discover
Define
Design
Develop
Source: Design Council UK!

Source: Stanford d.school!
Business!
Accounting!
Finance!
Marketing!
Operations!
IT!
Entrepreneurship!
Strategy!
Human Values!
Psychology!
Anthropology!
Sociology!
Ethnography!
Need finding!
Technology!
Engineering Analysis!
Statics & Dynamics!
Electronics & Mechatronics!
Programming Methodology!
Bioengineering!
Materials!
Thermodynamics!
Chemical Engineering!
Manufacturing!
Design & Interactivity! Organizational Behavior!

What is?! What if?!
What !
wows?!
What !
works?!
Source: Peer Insights!
Framing!
Interviewing!
Observing!
Analyzing!
Exploring!
Brainstorming!
Creating!
Building!
Refining!
Evaluating!
Experimenting!
Testing!
Implementing!

Source: Stanford d.school!

`!
this is how we learn what people need!
data
Information
knowledge
insights
Get data by quantitative
research.!
Give meaning to data by doing
qualitative research. !
Give context to information.!
Apply knowledge by implementing
concepts. !
WHAT DO WE DO?!
Context mapping, Stakeholder
mapping prototyping, Co-creation, etc.!
Pilots, Change management, Training,
Communication, Implementation, etc.!
HOW DO WE DO IT?!
Customer Journey Mapping,
Cultural Probe, Interviewing, etc. !
Online scraping, Desk research
(existing data), Survey, etc.!
WHY DO WE DO IT?!
SERVICE DESIGN DATA FRAMEWORK!

How is Design Thinking used?"
"
- Tools

Observational Research
• Contextual interviews / job shadowing
• Video / photo documenting
• User journaling
• Extreme users
• Fly on the wall
• Structured interviews
• Intercept interviews

Ethnography is 5% fieldwork and 95% preparation,
analysis, synthesis, and communication.

Stakeholder Mapping

Value Stream Mapping

Stakeholder & Value Stream mapping help
understand context of the space in which you’re
operating, so you can start to co-create.

Personas
NAME SKETCH
DESCRIPTION
WHO IS IT?
WHICH BEHAVIOUR?
QUOTE
WHAT GOALS? WHAT ATTITUDE?
-
PERSONA CARD
DATE

Personas

Well-defined personas confirm that the design team
understands the humans they are designing for.

Journey Mapping

Stakeholder Mapping

Journey Maps act as mirrors for the organization,
they reflect the reality their customers experience.

Service Blueprint

The Service Blueprint is the spec for the first
iteration of the future state.

“… a brand that stands for
something special, hopeful, even
meaningful in an industry that is
profoundly broken.” "
– Ray Davis, CEO"

Research:
• History
• Trends
• Local Culture
• How do we connect with people on an
emotional level?

Brand DNA:"
Community Prosperity"

Target:"
“Localists” = people who
care about their community"

Trend:"
Slow Movement"
Localism"

Insights:
• Create an “uber” local “third place”
• Engage the senses
• Embrace Craft & Coffee
• Slow people down
• Be a meeting place for local organizations

Teller line meets concierge desk

Retail shop meets boutique hotel

Tactile
Taste

Locally made by hand

Coffee culture and aroma therapy

Community Prosperity – Meeting Place

Results:"
“Back in 1994, when Davis took over,
Umpqua’s market value was a trifling $18
million. Today, despite all the economic
setbacks in the Pacific Northwest, and even
after investors have turned their backs on
banks across the country, Umpqua’s market
value is close to $1.5 billion.”–Harvard Business Review

Problem Statement:"
We need to renovate our
education building…

Reframed Problem Statement:"
We need our programs and
facilities to support our mission
both now and in the future

Understand their organization’s culture and
aspirations
How are their facilities hindering them?
How can their facilities support their
“brand”?

DT Methods"
Research: the current state"
- Church wide survey"
- Interviews"
- Observation"

Workshop Design"
Set the stage for empathy"
Persona development"
Journey mapping

Results:"
Wayfinding and accessibility became a top
priority"
"
Their underutilized fellowship space will
become the center of community for the
church

Insights:"
The church needs an intentional way to
greet and assimilate visitors especially
visitors with small children"
"
The church needs a systematic leadership
training program in order to accomplish
their goals

www.designthinkersgroup.com
Marc Bolick
Managing Partner
+1 (864) 907-1879
marc@designthinkersgroup.com
How might we help you?!