Design thinking

@Victoria UniversityStrategic Use of ERP Systems
The Goal of Design Thinking is Innovation
1 Exceptional Idea
10 Great Ideas
100 Good Ideas
1,000 Ideas

Everybody is talking about it; Design Thinking
A developer needs to be
curious and also develop
empathy for end users

http://www.youtube.com/watch?v=uyDy-Qoiuo0

Design Thinking is an approach to
innovation. It lets us discover opportunities,
inspire potentials, and create successful
solutions that meet human needs, add
business value, and are technically
feasible.” Design Thinking Community
.
An approach to solving design problems by
understanding users’ needs and developing
insights to solve those needs.
What is it?

http://www.youtube.com/watch?v=UAinLaT42xY

Traditional Approaches

Modern Approaches

Problem!

Causes

1969 1973 1987 1992 2009
Design Thinking is not new

Business Thinking
Business schools tend to focus on Inductive thinking (based on
directly observable facts) and Deductive thinking (logic and
analysis, typically based on evidence)
Design Thinking
Design schools emphasize Abductive thinking (imagining what
could be possible). This new thinking approach helps us challenge
assumed constraints and add to ideas, versus discouraging them.
Proctor & Gamble CEO A. G. Lafley
Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week

Design Thinking Focus
Human Centred innovation
Focus on people/customers and their NEEDS not on specific
technologies or other conditions
Innovating at the intersection of BUSINESS, TECHNOLOGY and
PEOPLE
The USER is the one who to decide if a product or service should
exist or be established

Business
Viability
Technology
Feasibility
People
Desirability
Design
Thinking

Design Thinking Pillars

INTERDISCIPLINARY TEAMS of T-shaped people.

Team composition
Multi-disciplinary teams in a Design Thinking Workshop consist of 4 to 6
participants in each team, e.g.:
• (Lead / Team Coordinator): Business, Process or Project Management
background
• Technology (non-IT) background
• Technology (IT) background – Applications, Mobile, Analytics, Web etc
• Sociology, Psychology, Anthropology background
• Any arts, science, engineering background
• Human Resources, Marketing, Controlling background

THE DESIGN THINKING APPROACH
SCOPING VALIDATEPROTOTYPEIDEATESYNTHESIS
360°
RESEARCH
Problem Definition
Project Plan
Data Insights
Design Principles
Ideas
Concepts
Prototypes

360°
RESEARCH
Scoping
What are you trying to achieve?
• Identifying the right challenge to solve
• Quick research to gain common understanding of challenge
• Identify stakeholders
• Plan project based on the phases of the Design Thinking
approach

360°
RESEARCH
3600 Research
Research, Discover, Explore and Capture
• Understand user’s/stakeholder’s expectations and motivations
(insight & empathy)
• Gather market information
• Research analogous situations
• Caution; say ≠ do ≠ think ≠ feel

360°
RESEARCH
Synthesis
Understand and gain insights
• Storytelling
• Capturing key points
• Clustering and prioritization
• Identifying needs and motivations
• Creating personas or points of view

Capturing key points on post-its per user
Characteristics
Goals
Activities /tasks
Pain points
Observations on the environment
Artifacts and tools they use
Loves to make her
customers happy
Wants to spend as much
time with her customers as
possible
Is responsible for ordering
and replenishing the stock levels
Has no transparency into
what her customers
really want
Is always running around in
the noisy store
Uses her mobile phone to connect
to the people in the warehouse
Emma, department supervisor fresh fish Lisa, department supervisor fresh produce
Example post-itsCategories
Synthesis

Synthesis – Structuring Your Insights
Common Understanding of Insight

Synthesis - Frameworks

Coming up with a POV
POV = User + Need + Insight
The Point of View is one sentence that
creates an image in your mind. Based on
an understanding of a user group and an
insight into a specific need, it narrows the
focus and makes the problem specific.
Template:
[Attributed user] needs (to) [Position]
because [Insight]
Example:
The Department Supervisor needs time with
customers, since knowing who they are
enables her to optimize her ordering plan.
Point of View
Synthesis - POV

360°
RESEARCH
Ideate
Ideation
• Brainstorm ideas to generate as many ideas as possible
• Cluster your ideas
• Prioritize ideas for the upcoming prototyping phase
• Moves from problem space to solution space

Ideate – Brainstorming Rules

360°
RESEARCH
Prototype
• First step to actually feel an idea
• Aims to develop quick prototypes for the user to play with
• Show the solution through the User’s eyes
• Use role play – storyboards
• Fail early and Fail often
• Develop low and high fidelity prototypes

Low fidelity Mockups
 Demonstrate Functionality,
(Look)&Feel of your Solution
 Compose low fidelity mockups by
using traditional material.
 Don‘t try to be too perfect. “Key
functionality and screen flow is key,
rather than finalized screenshots.“
Prototypes

360°
RESEARCH
Validate
Get feedback from end users
• Checking feasibility of ideas with stakeholders
• Gathers feedback on concepts and prototypes
• Checks feasibility, viability, and desirability with users
• Incorporates feedback and iterates the prototype

Summary

http://www.youtube.com/watch?v=M66ZU2PCIcM

Resources
Tim Brown urges designers to think big
http://www.youtube.com/watch?v=UAinLaT42xY
Stanford Design Thinking Virtual Crash Course

Design thinking

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