Einführung in Design Thinking

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Folien zum Vortrag von Christina Rudrich (adidas, Design Thinking Moderatorin) auf dem Knowledge Jam Design Thinking am 22.05.2014 in der Cogneon Akademie in Nürnberg. http://www.cogneon.de/knowledgejam

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Einführung in Design Thinking

  1. 1. DESIGN THINKING JAM Management 2.0 Toolkit Christina Rudrich
  2. 2. 2  Good understanding is grounded in a deep understanding of the person for whom you are working on a new solution. An empathy map tool helps you synthesize your observations and draw out unexpected insides.  SAY: what are some quotes and defining word your user said  DO: What actions and behavior did you notice?  THINK: What might your user be thinking? What does this tell you about his or her beliefs?  FEEL: What emotions might your subject be feeling? Eg. I am lost, I am angry.  A POV is your reframing of a challenge into an actionable problem statement that will launch you into generative ideation.
  3. 3. 14/03/2012Christina Rudrich 3  
  4. 4. INTRODUCTION Design thinking Christina Rudrich 21-01-2013
  5. 5. 14/03/2012Christina Rudrich 5 http://vimeo.com/44658040INNOVATION WITH ALL SENSE
  6. 6. 14/03/2012Christina Rudrich 6 As a style of thinking, design thinking is generally considered the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context. (wikipedia 2013) It‘s a human centered approach to innovation.
  7. 7. 14/03/2012Christina Rudrich 7 Everyone likes creativity because everyone believes they are, or were, or can be creative. We are all creative. That scaffolding of Design Thinking, that collection of behaviors is the heart and sole of creativity. -the ability to create and enact solutions. It is about learning by doing and learning how to do the new in an uncertain, ambiguous, complex space--our lives today.” (Bruce Nussbaum 2011)
  8. 8. 14/03/2012Christina Rudrich 8 Solving problems creatively to provide solutions that: 1. put humans and good user experience 2. start with an understanding of goals— including customer, user, stakeholder, and business goals—and create win-win outcomes 3. are ethical, purposeful, pragmatic, and elegant
  9. 9. 14/03/2012Christina Rudrich 9 1. deep and holistic user understanding’— 2. visualization of new possibilities, prototyping, and refining’ 3. the creation of a new activity system to bring the nascent idea to reality Walking the walk, not just talking the talk.
  10. 10. 14/03/2012Christina Rudrich 10 In all industries, understanding complex customer need has become a major challenge for creative minds and in some cases designing the cutting edge has required going beyond the customer‘s understanding (Verganti 2009). Fail fast design thinking is the approach of 1. Observing customer behavior, customer thinking 2. Undertaking a trial and error learning 3. Experimenting and choosing the most viable options for future development
  11. 11. 14/03/2012Christina Rudrich 11 A design thinking process includes Observe – understand – point of view - ideate - prototype - test
  12. 12. 14/03/2012Christina Rudrich 12 Understand – Decide what issue you are trying to resolve.  What‘s the business problem  Where‘s the opportunity?  Look at the world  Observe what people do  How they think  What they need  What they want - Agree on who the audience is. - Prioritize this project in terms of urgency. - Determine what will make this project successful. - Establish a glossary of term
  13. 13. 14/03/2012Christina Rudrich 13 - Review the history of the issue; remember any existing obstacles. - Collect examples of other attempts to solve the same issue.  What are the business constraints (time, lack of resources, impoverished customer base, shrinking market)  Tell stories, do role play  How can new technology help?  Are valuable ideas, assets and expertise hiding inside the business? - Note the project supporters, investors, and critics. - Talk to your end-users, that brings you the most fruitful ideas for later design. - Take into account thought leaders' opinions.
  14. 14. 14/03/2012Christina Rudrich 14 - Identify the needs and motivations of your end-users. - Generate as many ideas as possible to serve these identified needs.  Make many sketches, concoct scenarios  Put customer in the midst of everything; describe their journey - Log your brainstorming session. - Do not judge or debate ideas. - During brainstorming, have one conversation at a time
  15. 15. 14/03/2012Christina Rudrich 15 - Combine, expand, and refine ideas. - Create multiple drafts. - Seek feedback from a diverse group of people, include your end users. - Present a selection of ideas to the client. - Reserve judgment and maintain neutrality. - Create and present actual working prototype(s)
  16. 16. 14/03/2012Christina Rudrich 16 - Review the objective. - Set aside emotion and ownership of ideas. - Avoid consensus thinking. - Remember: the most practical solution isn't always the best. - Select the powerful ideas.  Execute the vision  Engineer the experiencce  Show the prototyp and choose the best one - Create and present actual working prototype(s) - Think with your hands
  17. 17. 14/03/2012 17 IDENTIFY NEEDS: Needs are human emotional or physical necessities. Needs help define your POINT OF VIEW. NEEDS are verbs (activities and desires with which your user could use help), not nouns. IDENTIFY INSIDES: An Insight is a remarkable realization that you could leverage to better respond to the challenge. Insights often grow from contradictions between two user attributes or from asking yourself: Why? When you notice strange behavior. One way to identify the seeds of insights is to capture „tensions“ and „contradictions“ as you work. 30 min in total
  18. 18. 14/03/2012 18
  19. 19. 14/03/2012 19 As a test, a good point of view (POV) is one that:  Provides focus and frames the problem  Inspires your team  Provides a reference for evaluating competing ideas  Empowers your team to make decisions independently in parallel  Fuels brainstorms by suggesting “how might we” statements  Captures the hearts and minds of people you meet  Saves you from the impossible task of developing concepts that are all things to all people  Is something you revisit and reformulate as you learn by doing  Guides your innovation efforts 20 min in total
  20. 20. 20 persona need inside
  21. 21. 14/03/2012 21 : 15 min in total
  22. 22. 14/03/2012 22 20 min in total
  23. 23. 14/03/2012 23    60 min in total
  24. 24. 14/03/2012 24 40 min in total
  25. 25. THANK YOU! Christina Rudrich

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