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DESIGN THINKING.
How to Find Innovative Solutions for Wicked Problems?
Jochen Gürtler, Design & Co-Creation Center (SAP AG)
Dr. Tobias Hildenbrand, Idea-2-Market Design & Engineering (SAP AG)
6th June 2013, Entwicklertag Karlsruhe, Germany

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© 2013 SAP AG. All rights reserved. 2Public
ABOUT JOCHEN People. Ideas. Results.
Expertise
Master in Computer Science
15 year professional software development in different roles like
developer, architect, product owner and manager
Certified Gestalt practitioner & Business Coach
Design Thinking Coach & Teacher
Interests
My children, my family, my friends
Traveling all around the world
Jazz and playing trumpet
Writing books and blogs
Cinema and movies
What is needed for change and growth?
© SAP 2013 | 2

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© 2013 SAP AG. All rights reserved. 3Public
ABOUT TOBIAS Combining design & engineering.© SAP 2013 | 3
 English/Latin
 Business
Administration
 Marketing incl.
Market Research
 „Design
Thinking“
 Math/Physics
 Computer
Science
 Software
Engineering
 Lean/Agile
Development

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© 2013 SAP AG. All rights reserved. 4Public© SAP 2012 | 4
How do you solve problems today?

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© 2013 SAP AG. All rights reserved. 5Public© SAP 2012 | 5© SAP 2013 | 5
SOMETIMES IT IS NOT THAT DIFFICULT You know the solution.

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SOMETIMES IT IS A SIMPLE DECISION Cash or credit?

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SOMETIMES IT’S SIMPLY A GUT FEELING.

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SOMETIMES THERE ARE JUST TOO MANY OPTIONS.

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© 2013 SAP AG. All rights reserved. 9Public© SAP 2012 | 9© SAP 2013 | 9
SOMETIMES IT IS CHALLENGING We never solved this problem before.

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SOMETIMES YOU CAN SPLIT IT INTO SMALLER ONES.

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© 2013 SAP AG. All rights reserved. 11Public© SAP 2012 | 11© SAP 2013 | 11
SOMETIMES THERE IS A SIMPLE RULE TO FOLLOW …

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© 2013 SAP AG. All rights reserved. 12Public© SAP 2012 | 12© SAP 2013 | 12
… BUT THIS DOES NOT WORK FOR ALL OUR PROBLEMS?

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© 2013 SAP AG. All rights reserved. 13Public© SAP 2012 | 13© SAP 2013 | 13
A TYPICAL STUDENT “PROBLEM” - THE BEER CASE RUN.

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© 2013 SAP AG. All rights reserved. 14Public© SAP 2012 | 14© SAP 2013 | 14
THE RESULT – DESPITE “THERE’S NO BEER ON HAWAII”

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© 2013 SAP AG. All rights reserved. 15Public© SAP 2012 | 15
Wicked problem =
“a problem that is difficult or
impossible to solve because of
incomplete, contradictory, and
changing requirements that are
often difficult to recognize.”

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© 2013 SAP AG. All rights reserved. 16Public© SAP 2012 | 16© SAP 2013 | 16
HOW CAN WE SOLVE THE ‘REAL’ PROBLEMS?

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© 2013 SAP AG. All rights reserved. 17Public© SAP 2012 | 17
The needed thinking

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© 2013 SAP AG. All rights reserved. 18Public© SAP 2012 | 18© SAP 2013 | 18
BE CURIOUS TO LEARN MORE.
“I HAVE NO SPECIAL TALENT. I AM ONLY
PASSIONATELY CURIOUS.” - ALBERT EINSTEIN

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© 2013 SAP AG. All rights reserved. 19Public© SAP 2012 | 19© SAP 2013 | 19
DO NOT GIVE UP TOO EARLY.
“OUR GREATEST WEAKNESS LIES IN
GIVING UP. THE MOST CERTAIN WAY
TO SUCCEED IS ALWAYS TO TRY JUST
ONE MORE TIME.” THOMAS A. EDISON

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© 2013 SAP AG. All rights reserved. 20Public© SAP 2012 | 20© SAP 2013 | 20
RECOGNIZE OPPORTUNITIES.
„GENIE IST IN WAHRHEIT KAUM MEHR ALS DIE
FÄHIGKEIT, AUF UNGEWÖHNLICHE WEISE
WAHRZUNEHMEN.“ - WILLIAM JAMES

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© 2013 SAP AG. All rights reserved. 21Public© SAP 2012 | 21© SAP 2013 | 21
A LITTLE BIT COURAGE IS HELFUL.
„THE ONES WHO ARE CRAZY ENOUGH
TO THINK THAT THEY CAN CHANGE
THE WORLD, ARE THE ONES WHO
DO.” - STEVE JOBS

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© 2013 SAP AG. All rights reserved. 22Public© SAP 2012 | 22© SAP 2013 | 22
FOLLOW A PLAN.
“I NEVER DID ANYTHING BY ACCIDENT, NOR DID ANY OF MY
INVENTIONS COME BY ACCIDENT. THEY CAME BY WORK.” THOMAS A. EDISON

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© 2013 SAP AG. All rights reserved. 23Public© SAP 2012 | 23
A proven approach
for solving (wicked) problems

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© 2013 SAP AG. All rights reserved. 24Public© SAP 2012 | 24© SAP 2013 | 24
WHAT THE HELL IS DESIGN THINKING?
FINDING INNOVATIVE SOLUTIONS FOR WICKED
PROBLEMS BY COMBINING A DIVERSE TEAM WITH
A CREATIVE SPACE AND AN ITERATIVE APPROACH.

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© 2013 SAP AG. All rights reserved. 25Public© SAP 2012 | 25 SPACE = CULTURE OF TRUST & CREATIVEMENTINTERDISCIPLINARY TEAMS OF T-SHAPED PEOPLE.© SAP 2013 | 25

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FLEXIBLE ROOM FOR THE TEAM.

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SPACE TO EXPLORE THE PROBLEM & ITERATE THE SOLUTION.

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CREATIVE CULTURE Where failing is actually also a good thing.

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© 2013 SAP AG. All rights reserved. 29Public© SAP 2012 | 29© SAP 2013 | 29
THE BASIC STEPS Iteratively explore problem and solution space.

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© 2013 SAP AG. All rights reserved. 30Public© SAP 2012 | 30© SAP 2013 | 30
FIRST UNDERSTAND THE PROBLEM …

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© 2013 SAP AG. All rights reserved. 31Public© SAP 2012 | 31© SAP 2013 | 31
… BEFORE YOU START SOLVING IT.

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UNDERSTAND What is the problem, we would like to solve?

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© 2013 SAP AG. All rights reserved. 33Public© SAP 2012 | 33© SAP 2013 | 33
OBSERVE How do your potential customers experience the problem today?

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Address the right question …and create the right solution
TRY AND DO.
ASK AND LISTEN.
OBSERVE.
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DIFFERENT WAYS TO GET EMPHATY FOR YOUR USER.

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© 2013 SAP AG. All rights reserved. 35Public© SAP 2012 | 35© SAP 2013 | 35
DEFINE POINT-OF-VIEW User + Need + Insight.

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IDEATION Start with a lot of ideas to find good ones.

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© 2013 SAP AG. All rights reserved. 37Public© SAP 2012 | 37© SAP 2013 | 37
IDEATION How to find solutions beyond the obvious?

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© 2013 SAP AG. All rights reserved. 38Public© SAP 2012 | 38© SAP 2013 | 38
IDEATION Apply different proven creativity techniques.

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© 2013 SAP AG. All rights reserved. 39Public© SAP 2012 | 39© SAP 2013 | 39
PROTOTYPING Make ideas tangible to elaborate and get feedback.

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© 2013 SAP AG. All rights reserved. 40Public© SAP 2012 | 40© SAP 2013 | 40
TESTING Turn hypotheses into facts and be ready to fail.

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© 2013 SAP AG. All rights reserved. 41Public© SAP 2012 | 41© SAP 2013 | 41
IMPLEMENTATION Yes, in the end we still develop software.

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© 2013 SAP AG. All rights reserved. 42Public© SAP 2012 | 42© SAP 2013 | 42
“DESIGN IS NOT JUST WHAT IT
LOOKS AND FEELS LIKE.
DESIGN IS HOW IT WORKS.” -
STEVE JOBS
SUMMARY Why Design Thinking?

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THANK YOU.
Contact:
Jochen Gürtler Dr. Tobias Hildenbrand
Design and Co-Innovation Center Idea-2-Market Design & Engineering
jochen.guertler@sap.com tobias.hildenbrand@sap.com