Change by design 書摘

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Change by design 書摘

  1. 1. Change by Design How Design Thinking Can Transform Organizations and Inspire Innovation By Brown, Tim
  2. 2. 書摘整理人 鄭啟川 商業模式創新與新事業企劃 實作 課程主講人 現任職位: 創新企劃顧問有限公司 總經理 WBSA 世界商務策劃師聯合會台灣辦事處負責人 TBSA 台灣商務策劃協會 理事長 核心專長: 策略思考、商業模式設計、企劃教學設計 聯絡方式 [email_address] 02-27023003 臉書粉絲團 : 創新企劃學院 - 鄭啟川的 CEO 觀點
  3. 3. 書籍資訊
  4. 4. WHAT IS DESIGN THINKING <ul><li>是一種 探索過程 ( an exploratory process ) </li></ul><ul><li>應用 實驗方法 ( with experimental approach ) </li></ul><ul><li>要考慮 限制性 ( think within constraints ) </li></ul><ul><ul><li>滿足顧客需求( desirability ) </li></ul></ul><ul><ul><li>技術的可行性 ( feasibility ) </li></ul></ul><ul><ul><li>商業的可行性 ( viability ) </li></ul></ul><ul><li>用專案的型態來表現( expressed within context of project ) </li></ul><ul><li>追求創新空間 ( the space of innovation ) </li></ul><ul><ul><li>靈感 ( inspiration/insight ) </li></ul></ul><ul><ul><li>創意( ideation ) </li></ul></ul><ul><ul><li>執行 ( implementation ) </li></ul></ul>
  5. 5. Design thinking is expressed within the context of project <ul><li>用 brief 啟動專案 </li></ul><ul><ul><li>說明 objectives 、 frameworks 、 constraints 、 benchmarks </li></ul></ul><ul><ul><li>避免太抽象、太狹隘 </li></ul></ul><ul><li>組織 smart teams </li></ul><ul><ul><li>徵募 T 型人( T shape people ) </li></ul></ul><ul><ul><li>建立 interdisciplinary environment </li></ul></ul><ul><ul><li>避免團隊人數過多,最好是多個 small teams </li></ul></ul><ul><li>準備 special project room/space </li></ul><ul><li>需要 innovation culture 的配合 </li></ul><ul><ul><li>Can explore and experiment / take risk / </li></ul></ul><ul><ul><li>reward people for success / give them permission to fail </li></ul></ul><ul><li>Midcourse adjustment & continual refine 是專案成功必經過程 </li></ul>
  6. 6. Put people first : converting need into demand <ul><li>應用 techniques of observation </li></ul><ul><ul><li>Observe the actual experience of daily life </li></ul></ul><ul><ul><li>Watch what people do/not do, listen what they say/not say </li></ul></ul><ul><ul><li>Find and observe the extreme users who live differently </li></ul></ul><ul><li>遵守 principles of empathy </li></ul><ul><ul><li>See the world through the eyes of others </li></ul></ul><ul><ul><li>Understand the world through their experience </li></ul></ul><ul><ul><li>Feel the world through their emotion </li></ul></ul><ul><li>產生 customer insights </li></ul><ul><ul><li>Level one : Clue of latent needs/ unmet needs </li></ul></ul><ul><ul><li>Level two : Functional meaning </li></ul></ul><ul><ul><li>Level three : Emotional/ subjective benefit/ values </li></ul></ul><ul><li>激發 inspiration </li></ul><ul><ul><li>Using insights to inspire the future product offerings </li></ul></ul>
  7. 7. Process of design thinking <ul><li>stage one : Inspiration space </li></ul><ul><ul><li>Insights are gathered from every possible sources ( data & facts ) </li></ul></ul><ul><li>stage two : Ideation space </li></ul><ul><ul><li>Insights are translated to possible ideas/ concepts </li></ul></ul><ul><ul><li>Decide the best idea/ concept </li></ul></ul><ul><li>stage three : Implementation space </li></ul><ul><ul><li>the best idea are developed into an action plan </li></ul></ul>
  8. 8. Elements of inspiration space <ul><li>principles : from analysis to synthesis </li></ul><ul><li>elements : </li></ul><ul><ul><li>Analyze problems/ break apart problems </li></ul></ul><ul><ul><li>Collect data & facts </li></ul></ul><ul><ul><li>Organize data & facts </li></ul></ul><ul><ul><li>Interpret data & facts to make intelligences </li></ul></ul><ul><ul><li>Synthesize intelligences to search for meaning patterns/ to get the insights </li></ul></ul>
  9. 9. Elements of ideation space <ul><li>principle : from divergence to convergence </li></ul><ul><li>elements : </li></ul><ul><ul><li>將 insights & inspirations diverge into possible concepts / ideas of products/service/business models </li></ul></ul><ul><ul><li>Develop possible concepts / ideas into prototypes </li></ul></ul><ul><ul><li>Converge all possible concepts / ideas to make the choice of the best concept/ idea/prototype </li></ul></ul><ul><li>tools : </li></ul><ul><ul><li>Brainstorming </li></ul></ul><ul><ul><li>Prototyping/ visual thinking by drawing </li></ul></ul><ul><ul><li>storytelling </li></ul></ul><ul><ul><li>Post-it note </li></ul></ul>
  10. 10. Successful condition of design thinking <ul><li>Attitude of experimentation </li></ul><ul><ul><li>Tolerance for risk taking </li></ul></ul><ul><ul><li>Give time/ space/budget to make mistakes </li></ul></ul><ul><ul><li>Open new possibilities </li></ul></ul><ul><ul><li>Alert to new directions </li></ul></ul><ul><ul><li>Willing to propose new solutions </li></ul></ul><ul><li>Climate of optimism </li></ul><ul><li>Culture of innovation </li></ul>
  11. 11. PRINCIPLE OF BRAINSTORMING <ul><li>Defer judgment </li></ul><ul><li>Encourage wild ideas </li></ul><ul><li>Focused on topic </li></ul><ul><li>Build on the ideas of others </li></ul>
  12. 12. prototyping <ul><li>意義 : </li></ul><ul><ul><li>thinking with your hand/ make ideas tangible/ give form to ideas </li></ul></ul><ul><li>功能 : </li></ul><ul><ul><li>Ideation stage : to explore/ to evaluate/ to refine the ideas </li></ul></ul><ul><ul><li>Implementation stage : to communicate an idea with sufficient clarity </li></ul></ul><ul><li>原則 : </li></ul><ul><ul><li>early prototypes should be fast/ rough/ cheap/ just enough </li></ul></ul><ul><li>類型: </li></ul><ul><ul><li>product object/ scenarios/ storytelling board/ role-playing acting out/ virtual prototype/ business model design/ service experience blueprints </li></ul></ul>
  13. 13. Design of service experience <ul><li>目的 / 功能: </li></ul><ul><ul><li>design personalized/ customized experiences for customers to create business opportunity </li></ul></ul><ul><li>方法 : experience engineering </li></ul><ul><li>工具 : the experience blueprint </li></ul><ul><ul><li>Capture how people travel through an experience </li></ul></ul><ul><ul><li>Provide a framework for working out the details of human interaction </li></ul></ul><ul><ul><li>Identify the most meaningful points and turn them into opportunities </li></ul></ul><ul><li>成功條件 : </li></ul><ul><ul><li>Active customers participation </li></ul></ul><ul><ul><li>Build service experience oriented culture </li></ul></ul><ul><ul><li>Every touch point must be executed with thoughtfulness and precision </li></ul></ul>
  14. 14. Design the story of product <ul><li>故事的重要性: </li></ul><ul><ul><li>Human rely on stories to put ideas into context and give them meaning </li></ul></ul><ul><ul><li>A new idea has to tell a meaningful story in a compelling way to make itself be heard </li></ul></ul><ul><ul><li>The heart of a good idea is a central narrative about the way an idea satisfies a need in powerful way </li></ul></ul><ul><li>設計故事的挑戰: </li></ul><ul><ul><li>Create stories around an ides transforming people from passive onlookers into engaged participants </li></ul></ul><ul><li>Principles of effective storytelling design : </li></ul><ul><ul><li>Storytelling begins early in the life of a project and be woven into every aspect of the innovation effort </li></ul></ul><ul><ul><li>The story is picked up by its intended audience who feel motivated to carry it forward to become a movement of customers </li></ul></ul>
  15. 15. Design thinking meets corporation <ul><li>設計思考對企業的功用與重要性: </li></ul><ul><ul><li>In today fluid business environment , corporations manage innovation to build innovation culture is key to competiveness </li></ul></ul><ul><ul><li>design thinking as a systematic approach to manage innovation </li></ul></ul><ul><li>Strategic tool of design thinking : ways to grow matrix </li></ul><ul><ul><li>Incremental innovation : existing users × existing offering </li></ul></ul><ul><ul><li>Extend evolutionary innovation : existing users × new offerings </li></ul></ul><ul><ul><li>Adapt evolutionary innovation : new users × existing offerings </li></ul></ul><ul><ul><li>Revolution innovation : new users × new offerings </li></ul></ul><ul><li>Strategic innovation : </li></ul><ul><ul><li>the best defense is to diversify its portfolios by investing across all four types of innovation in order to remain competitive </li></ul></ul>
  16. 16. “ Ways to Grow “ Matrix NEW OFFERINGS EXISTING OFFERINGS EXISTING USERS NEW USERS EXTEND (evolutionary) CREATE (evolutionary) ADAPT (evolutionary) MANAGE (incremental)
  17. 17. 感謝閱讀 台北市大安區復興南路二段 283 號 12 樓 電話: 02-27023003 傳真: 02-27024824 網址: www.bplan.com.tw
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