our take on design thinking: a specific mindset and a specific approach to contribute to solving wicked problems problems

1. design thinking
eurib design management in 4 dagen
29 november 2013
!
erik roscam abbing | zilver innovation | TU delft

3. design thinking
what is it?
what designers solve
how designers think
how designers act
cases with tools
sources

4. what is
design thinking?
and what is it not?

5. Design thinking is a mindset and an approach to solve problems.
A certain mindset and a certain approach to solve certain problems.

6. when we talk about
design
we mean:
© 2011 Proto Partners. Confidential & Proprietary.

7. 1
design as
object
© 2011 Proto Partners. Confidential & Proprietary.
2
design as
approach
3
design as
mindset

8. © 2011 Proto Partners. Confidential & Proprietary.

9. Design thinking is not a methodology
it’s the mindset and approach to problem solving that underlie many design methodologies
Stanford D-school design process

10. Design thinking is not a creativity technique
it’s a mindset and approach to problem solving that may include creativity techniques along the line
image Stanford D-school

11. Design thinking is not user centered design
it’s a mindset and approach to problem solving that has user centeredness as one of many traits
http://thepu.sh/

12. what designers
solve
the problems

13. some problems are:
!
!
open
they have fuzzy or no boundaries
!
!
complex
many elements that are related to each other
!
!
dynamic
constantly! changing
!
networked
many interdependencies between stakeholders
after Kees Dorst

14. wicked problems

15. “These are the kinds of problems you can’t manage your way out of;
you have to design your way out of them.”
Marty Neumeier - the Designful Company

16. Marty Neumeier - the Designful Company

17. assignment 1
wicked problems
Think of the problems and challenges you encounter every day in your organisation.
Choose one that is really wicked : open, complex, dynamic and networked.

18. how designers
think
the mindset

19. design thinking is a way of thinking
that is very suitable for solving wicked problems.
!
some designers are good at it, some not

20. Design thinkers are comfortable with uncertainty and complexity
this allows for the problem and solution to co-evolve
it allows for trial and error: mistakes are learning leaps
thinking in paradoxes, not dilemmas

21. car2go: a real solution to a very complex problem
http://www.youtube.com/watch?v=vEmYbjFNekU

22. Design thinkers have the ability to switch beween thinking modes
holistic vs detailed (zooming in and out)
analysis vs synthesis
diverging vs converging
out of the box vs inside the box
Mercedes Benz

23. google loon: a very wild idea, made real through a very scientific approach
http://www.google.com/loon/how/

24. Design thinkers are empathic
they can adopt someone else’s point of view
to an extent where they can actually feel that other person’s needs
and use that perspective in problem solving

25. empathy means seeing the world through many different eyes
http://designthinking.ideo.com/?p=1008

26. Design thinkers always come with solutions
they are optimistic
solutions are practical and scaleable
they always create a way out of the problem

27. thinking in small realizable and scalable steps
http://vimeo.com/29602888

28. and just do it!
http://www.youtube.com/watch?v=ZosBOC0fh2w

29. Design thinkers have the ability to reframe problems
working on the problem is as important as working on the solution
the use of metaphors, narratives, role playing etc
the way you look at a problem defines its solution scope
Reframe / Paul Scales and Atelier Kit

31. assignment 2
reframing
Go back to the wicked problem you chose. What kind of metaphor could you use to
describe that problem? what kind of solutions emerge when you explore that
metaphor?
Reframe / Paul Scales and Atelier Kit

32. how designers
act
the approach

33. the design thinking mindset supports an approach to problem solving
that is very suitable to work on wicked problems

34. Design thinkers work in teams
co-creation = making the most of human resources
the ‘friction’ between stakeholders provides energy and inspiration
workshops are condensed & lean innovation processes
!

35. the highline, NYC
http://www.youtube.com/watch?v=F1tVsezifw4

36. Design thinkers prototype
trial and error to let problem and solution co-evolve
prototypes are not answers but reframed questions
you can prototype products, campaigns, business models, services etc etc

37. de nationale donor show: one big prototype with huge impact
http://www.youtube.com/watch?v=JAzQYbQlp1Y

38. Design thinkers visualize
the ability to model, capture in a sketch, or a visual
not only as communication, also as prototype or reframing of the question
http://www.thegraphicrecorder.com/

39. Design thinkers can adopt different roles
representing innovation
representing the user
representing marketing/communication
or being the interface between all of the above
Guido Stompff, http://designinteams.com/

40. role playing at Virgin Mobile’s Manilla call center. Proto Partners / Zilver project

41. assignment 3
role playing
Choose some of the key stakeholders in the wicked problem you chose. Appoint people
in the group to play that stakeholder. Now act out some situations. You’re the director.
Keep in mind the metaphor and the ‘ways out’ that you encountered.
Reframe / Paul Scales and Atelier Kit

42. sources
!
of endless wisdom

46. www.zilverinnovation.com
www.branddriveninnovation.com
www.7daysinmylife.com
www.designthenewbusiness.com
erik@zilverinnovation.com
@roscamabbing