The document discusses a presentation about applying design thinking in business. It describes design thinking as a process that allows for creative and critical thinking to organize information, make decisions, improve situations, and gain knowledge. It provides examples of how companies have used design thinking to address problems like medication non-compliance and paper cup waste. The presentation argues that combining design experts with business experts allows for envisioning solutions that meet user needs while also being viable for organizations. It acknowledges challenges of applying design thinking in business contexts but provides suggestions for overcoming barriers, like encouraging visual thinking and prototyping ideas quickly through iteration.

1. Aiming for Innovation:
Living Design in a Business World
BayCHI :: December 8, 2009
presented by:
Brynn M. Evans
Krista Sanders

2. Dr. Charles Burnette
“Design Thinking is a process of
creative and critical thinking that
allows information and ideas to be
organized, decisions to be made,
situations to be improved, and
knowledge to be gained.”

3. 58 billion paper cups are thrown
away every year in the U.S.
According to Global Green USA. Source: Nate Beaty

4. 1) SWOT
2) Prioritize
3) Business plan
4) Execute
Source: h p://www. ickr.com/people/engelene/

5. Solution?
paper
“I am
not a paper cup…”
h p://design-milk.com/i-am-not-a-paper-cup/

6. KeepCup
Solution?
Hot coffee.
Cool Planet. h p://keepcup.com.au

7. BYO cup
Solution?
Saving the planet,
one coffee at a time..
h p://www.hookturnindustries.com.au/byo-coffee-cup.html

8. The problem runs deep
Source: Ernst Vikne

9. Morning routine.
Source: holas84

10. Commuting culture.
Source: Terence T.S. Tam and Jory

11. Coffee culture is social
Source: h p://www. ickr.com/people/bonifaceplymouth/

12. Paper cup waste is a symptom
According to Global Green USA. Source: Nate Beaty

13. Problem Space
1. Understand 2. Point of View
• user behaviors • pick a problem
and context
• identify all the • take a slice
factors/players that’s relevant,
in a system useful,
interesting
• explore their • explore that
requirements, problem from
constraints, alternative
expectations perspectives†
† For a different perspective, see h p://www.scribd.com/doc/22133391/Papel-the-Paper-Cup

14. Problem Space Solution Space
1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate
• user behaviors • pick a problem • brainstorm • sketch • inspect and
and context adapt
• mockup
• identify all the • take a slice • explore • reframe
factors/players that’s relevant, alternatives, • build
in a system useful, possibilities,
choices • redefine
interesting • test
• explore their • explore that • evaluate • reprioritize
requirements, problem from
constraints, alternative • replan
expectations perspectives

15. Problem Space Solution Space
1. Understand 2. Point of View 3. Ideate 4. Prototype 5. Iterate
analytical intuitive

16. analytical, deductive;
+ intuitive, abductive;
+ “configuration”
Roger Martin, Rotman School of Management, author of: e Design of Business: Why Design inking is the Next Competitive Advantage

17. Jess McMullin
“Good design... is at the intersection
of business and human goals...
it’s not just about users,
and it's not just about business
it's about balancing both.”

18. Paula Thornton
“Design thinking is not about
solving design problems...
it’s about solving problems
with design.”
h p://twi er.com/rotkapchen/status/6361129781

19. 60% of prescription-drug users
have taken medication incorrectly.
According to a recent poll conducted for Target. Source: Jessica Shapiro h p://www.theage.com.au/news/health/pills-in-poop-is-the-scoop/2007/11/14/1194766740042.html

20. Observation
Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/

21. What’s changed since WWII?
h p://www.nationalmuseum.af.mil/factsheets/factsheet.asp?id=2552

22. Prototyping

23. Prototyping
“
If it doesn’t
make sense,
it’s art.
– Andy Warhol

24. The Solution?
Source: Davies + Starr h p://nymag.com/nymetro/health/features/11700/

25. Don’t we already know our users?
Enter business thinking

26. Business
User Goals
Requirements

27. Business
User Goals
Requirements

28. Richard Bolland & Fred Collopy
“When we couple design process
experts with business content
experts, we create a capacity to
envision and realize futures that are
both desirable for people and
viable for organizations.”

29. “ Tim Brown
“Put simply, [design thinking] uses
a designer’s sensibility and methods
to match people’s needs with what
is technologically feasible and what
a viable business strategy can
convert into customer value and
market opportunity.”

30. Other Examples

31. Other Examples

32. Challenges in a business world
Source: Stefano Corso

33. User experience can be compartmentalized
Source: Richard Yuan

34. And locked into hierarchies
Source: Giant Ginkgo

35. Getting started
Source: Dhanesh Ramachandram

36. Until it becomes clear, ask why
Source: Guy Mayer

37. Think beyond tasks
Source: Andrew Carr

38. Sketch, Prototype,
Iterate, Move Fast!

39. Encourage visual
thinking

40. Create design walls
Source: ewhitworth.com

41. Take a new perspective
Source: h p://www.adaptivepath.com/blog/2009/12/03/shi ing-perspective/

42. What other problems could
benefit from a design thinking
approach?

43. Aiming for Innovation:
Living Design in a Business World
BayCHI :: December 8, 2009
presented by:
Brynn M. Evans
Krista Sanders
brynnevans.com / @brynn
kristasanders.com / @newhighscore