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© Operational Excellence Consulting. All rights reserved.
Empathize
Define
Ideate
Prototype
Test
© Operational Excellence Consulting. All rights reserved. 2
Learning Objectives
Acquire a deep understanding of the
Design...
© Operational Excellence Consulting. All rights reserved. 3
Outline
Key Concepts & Principles of Design
Thinking
5 Action ...
© Operational Excellence Consulting. All rights reserved. 4
Problems, Problems Everywhere…
Problems that…
1. Are poorly de...
© Operational Excellence Consulting. All rights reserved.
“Design thinking is a
human-centered approach
to innovation that...
© Operational Excellence Consulting. All rights reserved. 6
What is Design Thinking?
 Design thinking is a human-centered...
© Operational Excellence Consulting. All rights reserved. 7
Traditional vs. Design Thinking
Flawless planning Enlightened ...
© Operational Excellence Consulting. All rights reserved. 8
Design Thinking Combines Creative &
Analytical Thinking
Left B...
9© Operational Excellence Consulting. All rights reserved.
Design Thinking Uses Both Deductive &
Abductive Approaches To S...
© Operational Excellence Consulting. All rights reserved. 10
What Design Thinking IS NOT
 Only for the “creative” people ...
© Operational Excellence Consulting. All rights reserved. 11
Benefits of Design Thinking
 Complements other problem
solvi...
© Operational Excellence Consulting. All rights reserved. 12
What Is Unique About Design Thinking?
Design
Thinking
Human-
...
© Operational Excellence Consulting. All rights reserved.
“Design must reflect
the practical and
aesthetic in business
but...
14© Operational Excellence Consulting. All rights reserved.
Design Principles for Solutions
Experience
Innovation
Emotiona...
15© Operational Excellence Consulting. All rights reserved.
Industrial Applications of Design Thinking
Launched the mobile...
© Operational Excellence Consulting. All rights reserved.
“Design is not
what it looks like
or feels like.
Design is how i...
© Operational Excellence Consulting. All rights reserved. 17
The Design Thinking Process Consists of 5
Action Phases
Learn...
© Operational Excellence Consulting. All rights reserved. 18
5 Action Phases of Design Thinking
DESCRIPTION
 Learning abo...
© Operational Excellence Consulting. All rights reserved. 19
Summary of the 5 Design Action Phases
Phase Activities Tools ...
© Operational Excellence Consulting. All rights reserved. 20
Empathize
 Objective: To understand the experience,
situatio...
© Operational Excellence Consulting. All rights reserved.
“If I had asked
people what they
wanted, they
would have said
fa...
© Operational Excellence Consulting. All rights reserved. 22
Empathize: Immersion
SOLUTION
Source: GE
Example: MRI for chi...
© Operational Excellence Consulting. All rights reserved. 23
Empathize: Observation & Engagement
SOLUTION
Source: Singapor...
24© Operational Excellence Consulting. All rights reserved.
EMPATHY MAP – Example 1 ILLUSTRATIVE
Pain
Gain
Holiday
Maker
T...
© Operational Excellence Consulting. All rights reserved. 25
Activity: Empathize
Time: 14 mins
Design a WALLET that is use...
© Operational Excellence Consulting. All rights reserved. 26
Define
 Point of View (POV)
Em
pat
hize
Defi
ne
Idea
te
Pro
...
27© Operational Excellence Consulting. All rights reserved.
CUSTOMER JOURNEY – Example 2 ILLUSTRATIVE
Customer
Actions
Act...
© Operational Excellence Consulting. All rights reserved.
The
Silly Cow
Exercise
© Operational Excellence Consulting. All rights reserved. 29
The Silly Cow Exercise
1. In your respective groups, sketch o...
© Operational Excellence Consulting. All rights reserved. 30
Ideation Methods
Diverge Converge
Create
Choices
Make
Choices...
31© Operational Excellence Consulting. All rights reserved.
Example of AFFINITY MAP
Support
Tools
Motivations
Way of
Asses...
© Operational Excellence Consulting. All rights reserved. 32
Examples of Prototypes
Watch & Smartphone Electronic Clock
© Operational Excellence Consulting. All rights reserved. 33
Summary of the 5 Thinking Mindsets
Mindsets: Need to cultivat...
© Operational Excellence Consulting. All rights reserved. 34
Activity: Group Discussion
1. How did engaging and testing th...
© Operational Excellence Consulting. All rights reserved.
“To complicate is
easy, to simplify is
hard. To complicate,
just...
© Operational Excellence Consulting. All rights reserved.
About
Operational
Excellence Consulting
© Operational Excellence Consulting. All rights reserved. 37
About Operational Excellence
Consulting
 Operational Excelle...
© Operational Excellence Consulting. All rights reserved.
END OF PREVIEW
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Design Thinking by Operational Excellence Consulting

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In today's increasing complexity of digital technology and modern business, the customer experience journey is as important as meeting product and service quality requirements. To help meet these challenges, an approach known as "Design Thinking" is playing a greater role in finding meaningful pathways - it is increasingly common in Lean Six Sigma processes and in organizational innovation initiatives.

Design thinking is a human-centered, iterative problem-solving process of discovery, ideation, and experimentation that employs various design-based techniques to gain insight and yield innovative solutions for virtually any type of organizational or business challenge.

In this training guide, you will learn how to solve problems by building empathy through ethnographic research, generating ideas, prototyping and testing new concepts before final implementation.​

LEARNING OBJECTIVES

1. Acquire a deep understanding of the Design Thinking principles, process and tools
2. Apply the Design Thinking methodology and tools to generate breakthrough ideas and co-create an improved customer experience journey
3. Improve personal effectiveness by becoming a more empathetic service provider

CONTENTS

1.  Key Concepts & Principles of Design Thinking
What is design thinking?
What design thinking is not
Some applications of design thinking
Benefits of design thinking
Framework of design thinking

2.  5 Action Phases of Design Thinking
Empathize - understand your customers/users
Define - define clear project/business objectives
Ideate - explore ideas and solutions
Prototype - build and visulaize ideas and solutions
Test - review and decide

3.  Design Thinking Mindsets, Tools & Templates
Think users first
Ask the right questions
Believe you can draw
Commit to explore
Prototype to test

To download this presentation, visit http://www.oeconsulting.com.sg

Veröffentlicht in: Business

Design Thinking by Operational Excellence Consulting

  1. 1. © Operational Excellence Consulting. All rights reserved. Empathize Define Ideate Prototype Test
  2. 2. © Operational Excellence Consulting. All rights reserved. 2 Learning Objectives Acquire a deep understanding of the Design Thinking principles, process and tools Apply the Design Thinking methodology and tools to generate breakthrough ideas and co-create an improved customer experience journey Improve personal effectiveness by becoming a more empathetic service provider 1 2 3
  3. 3. © Operational Excellence Consulting. All rights reserved. 3 Outline Key Concepts & Principles of Design Thinking 5 Action Phases of Design Thinking Design Thinking Mindsets, Tools & Templates 1 2 3 NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: http://www.oeconsulting.com.sg
  4. 4. © Operational Excellence Consulting. All rights reserved. 4 Problems, Problems Everywhere… Problems that… 1. Are poorly defined 2. Lack information to define a solution 3. Has strong impact on human needs 4. Has changing context / situation
  5. 5. © Operational Excellence Consulting. All rights reserved. “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Tim Brown British Industrial Designer & President of IDEO
  6. 6. © Operational Excellence Consulting. All rights reserved. 6 What is Design Thinking?  Design thinking is a human-centered approach to problem solving  Helps us to get a deep understanding of customers’ unmet needs and wants  It encourages creative consideration of a wide array of innovative solutions  It is as much a mindset as a process
  7. 7. © Operational Excellence Consulting. All rights reserved. 7 Traditional vs. Design Thinking Flawless planning Enlightened trail & error Avoid failure Fail fast Rigorous analysis Rigorous testing Presentations Lightweight experiments Arm’s length customer research Deep customer immersion Traditional Thinking Design ThinkingVS Periodic Continuous Thinking Doing
  8. 8. © Operational Excellence Consulting. All rights reserved. 8 Design Thinking Combines Creative & Analytical Thinking Left Brain  Analytical  Rational  Objective  Present & Past  Facts  Order/pattern  Planned Right Brain  Creative  Holistic  Subjective  Present & Future  Feelings  Spatial  Spontaneous
  9. 9. 9© Operational Excellence Consulting. All rights reserved. Design Thinking Uses Both Deductive & Abductive Approaches To Solve Problems Yesterday Tomorrow Experiences Patterns Stories Observations Imagination Possibilities Stories Uncertainty Today
  10. 10. © Operational Excellence Consulting. All rights reserved. 10 What Design Thinking IS NOT  Only for the “creative” people or product designers  A narrow equation to aesthetics and craft  Just a brainstorming session  A “one-day” process where problems can be solved in 24 hours  A process to replace analytical problem solving  A silver bullet for all types of problems
  11. 11. © Operational Excellence Consulting. All rights reserved. 11 Benefits of Design Thinking  Complements other problem solving techniques  Helps organizations to become more innovative  To solve human problems  To increase customer satisfaction  To gain competitive advantage
  12. 12. © Operational Excellence Consulting. All rights reserved. 12 What Is Unique About Design Thinking? Design Thinking Human- centered Highly creative Hands- on Iterative
  13. 13. © Operational Excellence Consulting. All rights reserved. “Design must reflect the practical and aesthetic in business but above all… good design must primarily serve people.” Thomas J Watson
  14. 14. 14© Operational Excellence Consulting. All rights reserved. Design Principles for Solutions Experience Innovation Emotional Innovation  Brands  Relationships  Marketing People (desirability) Business (viability) Technology (feasibility) Design Thinking Functional Innovation Process Innovation
  15. 15. 15© Operational Excellence Consulting. All rights reserved. Industrial Applications of Design Thinking Launched the mobile payments app (alternative to the SB card). Store lines move 10-20% faster Retail stores designed around activities, not products. Most profitable retail store per square foot Changed product-based model to a cloud-based subscription model. Creative Cloud software revenue increased by 44% since 2013 Launched Tide PODS so customers don’t have to measure. Estimated earning of $131 million in 2012
  16. 16. © Operational Excellence Consulting. All rights reserved. “Design is not what it looks like or feels like. Design is how it works.” Steve Jobs
  17. 17. © Operational Excellence Consulting. All rights reserved. 17 The Design Thinking Process Consists of 5 Action Phases Learn about the audience for whom you are designing, by observation and interview. Who is my user? What matters to this person? Create a point of view that is based on user needs and insights. What are their needs? Brainstorm and come up with as many creative solutions as possible. Wild ideas encouraged! Build a representation of one or more of your ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft! Share your prototyped idea with your original user for feedback. What worked? What didn’t? Empathize Define Ideate Prototype Test
  18. 18. © Operational Excellence Consulting. All rights reserved. 18 5 Action Phases of Design Thinking DESCRIPTION  Learning about the audience for whom you are designing  Creating your Point of View (POV) based on your insights from the empathy stage  Brainstorming and coming up with creative solutions  Building a representation of one or more of your ideas to show to others  Returning to your original user group and testing your ideas for feedback Empathize Define Ideate Prototype Test
  19. 19. © Operational Excellence Consulting. All rights reserved. 19 Summary of the 5 Design Action Phases Phase Activities Tools to use Deliverables Empathize  User interview  Informal chats  Observation  Shadowing  Mystery shopping  Picture-taking  Immersion  Interview checklist  Observation checklist  Writing tools  Flipcharts and paper Camera  Personas  Empathy map  List of user feedback  Problems identified Define  Workshops  Shareholder meetings  Drawing and writing tools  Post-its  Flipchart / Whiteboard  User feedback (from Empathize)  Design brief (POV + HMW)  Stakeholder map  Context map  Customer journeys  Opportunity map Ideate  Ideation activities  Brainstorming  Workshops  Mindmaps  Sketching/drawing  Drawing and writing tools  Post-its  Flipchart / Whiteboard  Personas (from Empathize)  Design brief (from Define)  Brainstorming tools  Ideas / concepts  Sketches  Prioritization map  Affinity map  Idea evaluation
  20. 20. © Operational Excellence Consulting. All rights reserved. 20 Empathize  Objective: To understand the experience, situation and emotion of the user for whom you are designing - Observe: View users and their behavior in the context of their lives. Don’t judge. - Engage: Interact with people in conversations and interviews. Ask why. - Immerse: Experience what your user experiences. Em pat hize Defi ne Idea te Pro toty pe Tes t
  21. 21. © Operational Excellence Consulting. All rights reserved. “If I had asked people what they wanted, they would have said faster horses.” Henry Ford
  22. 22. © Operational Excellence Consulting. All rights reserved. 22 Empathize: Immersion SOLUTION Source: GE Example: MRI for children By immersing in the experience of a kid they learned that … … for a kid an MRI room must be very stressful and a frightening experience. MRI scans require a person not to move, but little kids cry and move around. Kid-friendly MRI. Simple commands to get the scan done accurately become part of an adventure.
  23. 23. © Operational Excellence Consulting. All rights reserved. 23 Empathize: Observation & Engagement SOLUTION Source: Singapore Airlines Example: Airport lounge experience Through observing and engaging with their customers, staff and management, designers learned… Customers want distinct personal spaces, greater personalized services, and a delectable selection of food and beverages. In the face of competition, Singapore Airlines wants to create a consistent experience to stay as the world’s most preferred airline. SilverKris Lounges designed with “home away from home” experience. Brings Singapore Airlines in- flight experience to the lounge in 15 cities.
  24. 24. 24© Operational Excellence Consulting. All rights reserved. EMPATHY MAP – Example 1 ILLUSTRATIVE Pain Gain Holiday Maker Think & Feel Say & Do Hear See Will I have a memorable experience? Tourists get picked- pocketed Tourists look happy & having fun! Wow, I can shop all day and night! Many locals don’t speak English May not be safe to go out at night Food are cheap and delicious! I am uploading photos into Facebook! Food taste really great! I don’t want to go home! Polite and patient service staff at hotel Many touts on the streets Traffic jam almost everywhere Did the hotel reserve us a non-smoking room? Will I be hit with food poisoning? Will taxi drivers over- charge me for rides? A holiday maker’s concern The flea markets are interesting Nice breakfast buffet
  25. 25. © Operational Excellence Consulting. All rights reserved. 25 Activity: Empathize Time: 14 mins Design a WALLET that is useful and meaningful for your partner. 1 What questions would you ask your partner? Write it down. 2 Take down notes of your partner’s response. Remember to observe, listen and empathize what he/she says.
  26. 26. © Operational Excellence Consulting. All rights reserved. 26 Define  Point of View (POV) Em pat hize Defi ne Idea te Pro toty pe Tes t POV = USER + NEED + INSIGHT I am a college student and I hate folding laundry because I can’t seem to fold it the right way.  Developing a strong POV can be challenging  Getting it right is very important as it will shape the future of the project
  27. 27. 27© Operational Excellence Consulting. All rights reserved. CUSTOMER JOURNEY – Example 2 ILLUSTRATIVE Customer Actions Activity Phase Touchpoints Thinking Feeling Backend Processes Look at café surroundings Entrance / Posters / Signages  Am I entering the right place?  Is the air-con cold enough? Walk towards counter Café space  Can I find seats?  Is there a long queue? Queue at the counter to be served Ordering Counter / Wall Menu Display  Which coffee do I want?  How much does it costs? Payment process (cash / membership card / mobile app) Seat at the table Seat  Is the seat taken?  Coffee done just right. Yummy!  Clearing the tables Wait at the counter Collection Counter  How long do I have to wait?  Is the coffee order correct? Brew the coffee + - Enter Starbucks Find Seat Order Coffee Wait for Coffee Drink Coffee
  28. 28. © Operational Excellence Consulting. All rights reserved. The Silly Cow Exercise
  29. 29. © Operational Excellence Consulting. All rights reserved. 29 The Silly Cow Exercise 1. In your respective groups, sketch out three different ways that the cow can be used to create value for customers. 2. You have to use the characteristics of a cow (e.g. produces milk, eats all day, makes a mooing sound, etc.) to develop innovative value propositions. 3. Present your sketches to the class and explain the value propositions. Time: 3 mins
  30. 30. © Operational Excellence Consulting. All rights reserved. 30 Ideation Methods Diverge Converge Create Choices Make Choices Divergent Method 1. Initial Exploration a. Brainwriting b. Problem Brainstorming (Nyaka) c. Sharing Brainstorming (NHK Method) 2. Pushing Boundaries a. SCAMPER b. What If? Convergent Method 1. Prioritization Map 2. Affinity Map 3. Idea Evaluation
  31. 31. 31© Operational Excellence Consulting. All rights reserved. Example of AFFINITY MAP Support Tools Motivations Way of Assessment Way of Learning Random Post-Its of ideas Categorize and group the ideas ILLUSTRATIVE Reward-based Flexible Timing Gamification iPads Peer Coaching Project- based Competenc y instead of Test On the Job Learning Testimonies from Successful Leaders Wikipedia Focus on Teamwork Wikipedia iPadsFlexible Timing Gamification Testimonies from Successful Leaders Peer Coaching Project- based On the Job Learning Reward-based Competenc y instead of Test Focus on Teamwork Ideas to Facilitate Classroom Learning
  32. 32. © Operational Excellence Consulting. All rights reserved. 32 Examples of Prototypes Watch & Smartphone Electronic Clock
  33. 33. © Operational Excellence Consulting. All rights reserved. 33 Summary of the 5 Thinking Mindsets Mindsets: Need to cultivate: Traits to follow: Trait to avoid: 1. Think Users First  Ability to understand and put user’s needs above every thing else when designing  Step into the shoes of your customers  Have empathy on users and stakeholders  Think that you know best about your customer and putting business needs first 2. Ask the Right Questions  Ability to ask the questions to uncover deep lying issues of the project  Like to challenge the status quo rebelliously  Able to ask the right questions, even to your superiors  Follow your management’s decision and conform to red tapes 3. Believe You Can Draw  Ability to believe and be confident in drawing and facilitating your ideas to your audience  Draw and sketch instead of typing an email  Like to collaborate in multi- disciplinary meetings instead of working in silo  Afraid of people criticizing your drawing 4. Commit to Ideate  Ability to commit in always exploring and searching for innovative ideas to solve a problem  Look at the big picture and work holistically  Generate many new ideas and not afraid to share  Thinking that one solution is enough 5. Prototype to Test  Ability to work on creating tangible ideas to test with users by prototyping  Find and reiterate alternatives to approach your desired goals  Willing to fail early and often  Launch a solution without prototyping and testing
  34. 34. © Operational Excellence Consulting. All rights reserved. 34 Activity: Group Discussion 1. How did engaging and testing the prototype with the real person change the direction that the prototype took? 2. What was it like showing unfinished work to another human being? 3. How did the pace – the quick iterative cycle – feel relative to how you normally work? 4. If you have to do it over again, what step(s) would you want to improve? 5. What is one thing (e.g. step or tool) that you want to try tomorrow?
  35. 35. © Operational Excellence Consulting. All rights reserved. “To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.” Bruno Munari
  36. 36. © Operational Excellence Consulting. All rights reserved. About Operational Excellence Consulting
  37. 37. © Operational Excellence Consulting. All rights reserved. 37 About Operational Excellence Consulting  Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness.  The firm’s mission is to create business value for organizations through innovative operational excellence management training and consulting solutions.  OEC takes a unique “beyond the tools” approach to enable clients develop internal capabilities and cultural transformation to achieve sustainable world-class excellence and competitive advantage. For more information, please visit www.oeconsulting.com.sg
  38. 38. © Operational Excellence Consulting. All rights reserved. END OF PREVIEW To download this presentation, please visit: www.oeconsulting.com.sg

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