A presentation to the Design Thinking Community in Kumasi at the Hive

1. Cherubim Mawuli Amenyedor
DesignThinking Ghana – Kumasi
Hive Meetup

2. Look
and
say!

3. Why Design-Thinking?
‘’At heart, it is about fusing the creative and open-ended with
the analytical and operational, combining very different ways
of thinking and acting.’’ – (Source: Fastcodesign.com)

4. Design is driving today’s approach to
problem solving
4
http://www.designdriveninnovation.com/book.html

5. Design-Thinking
is Human-Centred

6. Design-Thinking is
collaborative

7. Design-Thinking
is experiential

8. http://www.businessweek.com/articles/2014-03-20/intuit-how-design-drove-its-turnaround
“It wasn’t until we created a series of coaches, called the Innovation Catalysts,
that design became a part of our DNA”
Kaaren Hanson,
Vice President for design innovation

9. 9

11. Design thinking
• User centered
• Systems perspective
• Creativity

12. Design Thinking
User centered
What are her needs? What are their needs?
What are her aspirations? What are the needs of the system?

13. What does she aspire to in life?
Analytical
Design Thinking is T-Shaped Thinking
Empathy, Intuition, Experimentation
Point of View (POV) – defines the
requirements of the solution
“[USER] needs something [NEED] that does X, Y
and Z so that the user can achieve/realize the
dream of …. [INSIGHT from empathy]”
USER + NEED + INSIGHT
How do we use design thinking to extract her
aspirations
Design thinking
• User centered

14. What does she aspire to in life?
Analytical
• Depth interviews
• Diary studies
• Observational shadowing
• Analogous thinking
• Controlled experiments
Questionnaire surveys
Focus groups
Design Thinking tools for research
Empathy, Intuition, Experimentation
How do we use design thinking to extract her
aspirations ?
Design thinking
• User centered

15. What does she aspire to in life?
• 2x2 matrices
• Empathy maps
• Process or journey maps
• Mind or relational maps
• Venn diagrams
• Personas
• Analogies/metaphors
• Many others
Design Thinking tools for analysis
Empathy, intuition, experimentation
How do we use design thinking to extract her
aspirations?
Design thinking
• User centered

16. Design thinking
• Systems perspective

17. Notes
- Re(framing) problems
- Identify the right stakeholders
to focus on
Bullseye of user problem experience
Helicopter view
Spy plane view
Before
After
Design thinking
• Systems perspective
2
1

18. Bullseye of user problem experience
Helicopter view
Spy plane view
Before
After
Design thinking
• Systems perspective
Tools
• 2x2 matrices
• Process or journey maps
• Mind or relational maps
• Venn diagrams
• Analogies/metaphors

19. Design thinking
• Creativity
Use 4 straight lines to connect
the dots without lifting the pen
Tools
• 2x2 matrices
• Empathy maps
• Process or journey maps
• Mind or relational maps
• Venn diagrams
• Personas
• Analogies/metaphors

20. What is the Design Thinking Process?

21. Problem POV Solution
The design thinking process

22. Research Analyze PrototypeIdeate
POV
The design thinking process

23. 3 success
stories

24. What are the
aspirational
needs of a
Chinese
mother?
Aspirations Engineering: What are the
aspirational needs of a Chinese mother?

25. Aspirations Engineering: What are the
aspirational needs of a Chinese mother?
What are the
aspirational
needs of a
Chinese
mother?
From globalization to glocalization to EM-made
for EM market

26. • As of 2011, P&G Pampers were the number one
diaper brand in China (Continuum, 2012).
• Also, P&G’s 2011 annual report credited this project
for the increase in the size of the China diaper market
from $200m in 2000 to $2.8bn in 2011 (P&G, 2011).
Results?
Aspirations Engineering: What are the
aspirational needs of a Chinese mother?

27. Uniloo
‘Well, yes, sometimes in the middle of the night
there’s an emergency, and I dump the bucket
outside my home in the gutter.’
POV: People needed a toilet facility that was close
enough, clean and easy to use so that they can
realize the dream of being able to go whenever.
2013 Clean Team had 330 Ideo.org-designed
Uniloo toilets in operation on a rental service
model—waste is picked up three times a week and
delivered to a treatment facility—and they were
hoping to scale that to 10,000 by the end of 2014

28. Busines Model Canvas

29. 21DoD
21 day adventure
tour across
selected
communities using
Design Thinking to
address local
challenges.
Exposing public
sector user
behaviour
inefficiencies
Solving Accra’s
Flooding &
drainage
challenges
Militarizing
Ghana’s
Agriculture Value
chain
Design
Thinking Ghana
Projects

30. Cities2016Program
Design Thinking Workshop

31. Baobab
Summit:
MasterCard
Foundation
Scholars
Fellowship
Design
Thinking
Workshop

32. Keynote Session
Day 2

33. Design Swarm
Team Challenge

34. Image Credits: Behance.com, Getty images, proximitydesigns.org
Any questions?