Introduction to Design Thinking for Business Students

  • 3,936 views
Uploaded on

This was a presentation I gave October 16th, 2010 at the Queens School of Business responsible leadership weekend. The talk was designed to introduce the principals of design thinking to undergraduate …

This was a presentation I gave October 16th, 2010 at the Queens School of Business responsible leadership weekend. The talk was designed to introduce the principals of design thinking to undergraduate and MBA students with an interest in corporate and social change.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,936
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
218
Comments
0
Likes
18

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • This a lot. Your typical consumer feels like a taker and not a maker. They cope with corporate decisions and feel like they have no ability to change the status quo.
  • Design has pretty much been synonomous with visual design – with the idea of “style”. Cosmetic design is an important part of creating a product or service, but it’s really only a part of it.
  • It doesn’t look at market trends, it doesn’t support a deeper understanding of technology, and it certainly doesn’t help you understand how people live.

Transcript

  • 1. Design Thinking & Innovation
    Changing how business works
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 2. 01
    Hi! It’s great to meet you…
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 3. @glinskiii
    /patrickglinski
    @glinskiii. © Confidential and Proprietary.
  • 4. @glinskiii. © Confidential and Proprietary.
  • 5. @glinskiii. © Confidential and Proprietary.
  • 6. @glinskiii. © Confidential and Proprietary.
  • 7. 02
    So why are we talking about design
    at a business school anyways?
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 8. Design thinking can get really academic really quickly…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 9. I wouldn’t be much of a role model on the subject if I didn’t empathize with my audience…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 10. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 11. There’s a reality of recruiting from a world class business school.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 12. Whether you see it or not, you’re being recruited by firms in crisis.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 13. The lenses that most established business use are like a jail…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 14. The way businesses view themselves isn’t sustainable…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 15. The way businesses view their customers is limiting…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 16. The wants and desires of customers is changing…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 17. The way the business works right now just isn’t sustainable...
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 18. The way the world views business isn’t sustainable...
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 19. change
    @glinskiii. © Confidential and Proprietary.
  • 20.
    So why are we talking about design
    at a business school anyways?
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 21. Insanity: Doing the same thing over and over and expecting different results
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 22. As business leaders, it’s our job to design businesses that work differently.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 23. Design ≠ Art
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 24. Design ≠ Art
    Interiors
    Architecture
    Websites
    Paintings
    Visuals
    Lifestyle
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 25. We need to overcome the tunnel vision of the business world.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 26. We need to infuse business with some new forms of thinking.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 27. 03
    So what is Design Thinking anyways?
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 28. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 29. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 30. balance
    The need for proof is the death of innovation. But it’s a necessary evil.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 31. Deductive reasoning is a top down approach to determining truths.
    Theory
    Observation
    Confirmation
    Hypothesis
    RELIABLE
    @glinskiii. © Confidential and Proprietary.
  • 32. Inductive reasoning is a bottom up approach to predicting the future.
    Observation
    Hypothesis
    Theory
    Pattern
    RELIABLE
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 33. Deductive and inductive logic are explorations of what is already known.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 34. These analytical methods create “proof” that is reliable. The outcome is constant.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 35. Deductive and inductive thinking ignore change and the future.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 36. change
    @glinskiii. © Confidential and Proprietary.
  • 37. Abductive reasoning is about knowing without explicit proof.
    Lateral idea
    Other industry
    World View
    New stimuli
    New stimuli
    Other Info
    Theory
    Theory
    Theory
    New
    Perspective
    VALID
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 38. It involves questioning why things are the way they are.
    @glinskiii. © Confidential and Proprietary.
  • 39. The goal is validity – getting to the right answer.
    @glinskiii. © Confidential and Proprietary.
  • 40. Unfortunately, the business world values consistency over validity.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 41. “Prove it…”
    - corporate executive
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 42. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
  • 43. If you want to make change happen, you need to take a systems approach to problems.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 44. whiteboard
    What does the system of a community look like?
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 45. Design
    Business
    Deduction & Induction, eliminating the unknown, producing reliable results
    Abduction, aiming for a holistic explanation and producing valid results
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 46. balance
    The need for proof is the death of innovation. But it’s a necessary evil.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 47. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 48. frame
    Innovation requires the search for new insights.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 49. “I never get to talk to my customers…”
    - corporate executive
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 50. “I have no ability to change corporations…”
    - typical consumer
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 51. Inevitably, that creates a huge disconnection between belief and reality.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 52. Traditional market research doesn’t support design thinking.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 53. Standard research methods are business proof, not fertile ground.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 54. Standard research methods yield reliable results, not valid ones.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 55. Design research
    Context labs
    Human factors analysis
    Ethnography
    Digital forensics
    Design thinking uses research as a tool for discovery.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 56. Designers solve problems in terms of human needs.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 57. They study how people interact with systems.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 58. They learn what’s new and coming to inform their point of view.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 59. They draw on visions of what the future will look like.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 60. They understand the business, but omit constraints.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 61. This is the research process in design thinking.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 62.
    Romantic notions, but I’m in business?
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 63. change
    @glinskiii. © Confidential and Proprietary.
  • 64. New needs plus new views on those needs creates new ideas.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 65. Design research is the fuel for innovative thinking in business
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 66. @glinskiii. © Confidential and Proprietary.
  • 67. whiteboard
    What happens at the intersection of your community and…
    Gaming Layers
    Invisible Sustainability
    Missing moderates
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 68. Design
    Business
    Deduction & Induction, eliminating the unknown, producing reliable results
    Uses research to prove an idea is worth pursuing
    Abduction, aiming for a holistic explanation and producing valid results
    Uses research to explore what is possible
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 69. frame
    Innovation requires the search for new insights.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 70. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 71. toolkit
    Innovation requires new ways of presenting ideas.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 72. Design is a visual language that helps communicate ideas.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 73. Unfortunately we’re not really taught how to do it in business school…
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 74. urban ashram
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 75. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 76. coloring skin care
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 77. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 78. gift to the world
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 79. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 80. Each of these visuals bring us closer to innovation ideas.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 81. Designers call upon a set of tools to bring ideas to life.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 82. Designers use diagrams as a way to make sense of the world.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 83. Designers use rapid prototyping as a way to quickly iterate on concepts.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 84. Designers create flows to map out how the world works.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 85. Designers use infographics to make sense of complex information.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 86. Designers create stories to explain complex ideas.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 87. Designers don’t believe that there is only one right answer.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 88. Uh, I don’t draw…
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 89. change
    @glinskiii. © Confidential and Proprietary.
  • 90. Unfortunately, school and work make us forget how to create.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 91. Everyone has the capacity to be creative, they just forget how.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 92. Design
    Business
    Deduction & Induction, eliminating the unknown, producing reliable results
    Uses research to prove an idea is worth pursuing
    Communicates verbally and through documentation
    Abduction, aiming for a holistic explanation and producing valid results
    Uses research to explore what is possible
    Draws, prototypes, & tells stories
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 93. whiteboard
    Communicate one of your concepts using one of the design tools.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 94. toolkit
    Innovation requires new ways of presenting ideas.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 95. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 96. approach
    Innovation can be a systematic organizational process.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 97. Innovation is more than just a line item to be checked off.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 98. It can be a systematic process that changes organizational culture.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 99. @glinskiii. © Confidential and Proprietary.
  • 100. Design
    Business
    Deduction & Induction, eliminating the unknown, producing reliable results
    Uses research to prove an idea is worth pursuing
    Communicates verbally and through documentation
    Innovates in crisis
    Abduction, aiming for a holistic explanation and producing valid results
    Uses research to explore what is possible
    Draws, prototypes, & tells stories
    Innovates systematically
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 101. approach
    Innovation can be a systematic organizational process.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 102. 04
    That’s a lot to digest…
    © Confidential and Proprietary 2010 Idea Couture Inc.
  • 103. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 104. “Design thinking is a human-centered process that blends design sensibilities with business realities to support desirable change.”
    - @glinskiii
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 105. Now stop caring about definitions. Don’t talk about it, do it.
    Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
    @glinskiii. © Confidential and Proprietary.
  • 106. change
    @glinskiii. © Confidential and Proprietary.