Design Thinking

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Design Thinking

  1. 1. Design Thinking! designing an experience.!Design Thinking Jared Cohen
  2. 2. What is design thinking?! •  Design-based approached to finding solutions •  Balances technical, commercial & human needs •  Incorporate new ideas into human livesDesign Thinking Jared Cohen
  3. 3. Isn’t that just design?! Designers Design Thinkers •  Make products as •  Apply designerʼs skill-set aesthetically pleasing as to solve a wider range of possible problemsDesign Thinking Jared Cohen
  4. 4. creative! critical! recognize innovative & human-centered THINKING! emotionalDesign Thinking Jared Cohen
  5. 5. “Coasting”! Shimano Design Thinkers •  Bike component •  Gathered designers, manufacturer behavioral scientists, •  2004: Experiencing marketers, and engineers slowing growth •  Approached design firm, IDEO for helpDesign Thinking Jared Cohen
  6. 6. “Coasting”! Adults Who Ride Bikes Adults Who Rode Bikes As  Kids  Ride bikes Posi%ve  Dont ride Experience  bikes Nega%ve  Experience Design Thinking Jared Cohen
  7. 7. “Coasting”! •  Simple, straightforward, & fun •  Pleasure, rather than sport •  Almost no maintenance!Design Thinking Jared Cohen
  8. 8. “Coasting”! Retail Strategies •  Welcoming experience •  “Chill. Explore. Dawdle. Lollygag. Last one thereʼs a rotten egg.”Design Thinking Jared Cohen
  9. 9. “Coasting”! Problem Solution •  Bike component sales •  Assembled lacking in United States interdisciplinary team •  Researched problem •  Human-based approach •  Created an experience •  Product that appealed on an emotional levelDesign Thinking Jared Cohen
  10. 10. Ideation! Implementation! Inspiration!Design Thinking Jared Cohen
  11. 11. Inspiration! •  “The problem or opportunity that motivates the search for solutions” •  Leads to innovative solutionsDesign Thinking Jared Cohen
  12. 12. Encourage ideas, lots of them! •  Collaboration: more and better ideas •  Innovative solutions •  Build off of ideas, rather than eliminateDesign Thinking Jared Cohen
  13. 13. Innovative, not incremental! Innovative Incremental •  New & better solutions •  Making slight •  Change perspectives improvements •  Long-term impact •  No long-term impact •  Ahead of competition •  Easily copiedDesign Thinking Jared Cohen
  14. 14. Nintendo Wii! Nintendo Other Companies •  Took different approach •  War on graphics •  Focused on fun & ease of •  Beefing up prices useDesign Thinking Jared Cohen
  15. 15. Nintendo Wii! •  Gestural control technology •  User friendly •  Low price Design Thinking Jared Cohen
  16. 16. Nintendo Wii! Sales Worldwide (in millions) •  Wii: 89.36 •  PS3: 57.6 •  Xbox 360: 56Design Thinking Jared Cohen
  17. 17. Ideation! Implementation! Inspiration!Design Thinking Jared Cohen
  18. 18. Ideation! •  Generating, Developing, & Testing Ideas •  Observation •  Experimentation •  CollaborationDesign Thinking Jared Cohen
  19. 19. Observe, observe, observe…! •  Analysis: finding & researching data •  Synthesis: finding meaning •  Discover what consumer wants •  Create meaning, as well as valueDesign Thinking Jared Cohen
  20. 20. Marriott! Assumptions Later, hired design team… •  Key point of contact: •  Followed travelers from checking in arrival until checkout •  Millions spent to improve •  Discovered key point: check-in process First entering hotel room •  Shifted Marriottʼs focusDesign Thinking Jared Cohen
  21. 21. Encourage experimentation! •  “Fail early to succeed sooner” •  Be open to new possibilitiesDesign Thinking Jared Cohen
  22. 22. Whole Foods Market! •  Bottom-up experimentation •  Employees organized into small teams to experiment •  Successful ideas implemented across business •  Dedicated & contributive workersDesign Thinking Jared Cohen
  23. 23. Prototyping •  “Quick, cheap, & dirty” •  Make visual •  Make tangible •  Find problems early •  NOT finished product •  Encourage constructive criticismDesign Thinking Jared Cohen
  24. 24. TownePlace Suites! Research through Prototype Results •  Built full-scale mock-up of •  Personalized guidebooks lobby and guest suite •  Interactive map in lobby •  Participants included •  Tested & built on ideas clients, hotel owners, & “customers” •  Acted out situations •  Left Post-It notesDesign Thinking Jared Cohen
  25. 25. TownePlace Suites!Design Thinking Jared Cohen
  26. 26. Collaboration! •  Brainstorm •  Birth and build on ideas •  New interpretations •  Interdisciplinary team •  Seek out extreme usersDesign Thinking Jared Cohen
  27. 27. Ideation! Implementation! Inspiration!Design Thinking Jared Cohen
  28. 28. Implementation! •  Product put on market •  Can experiment & prototype more •  Create an experienceDesign Thinking Jared Cohen
  29. 29. Tips for design thinking! •  Share inspiration •  Search for revolutionary idea •  Experimentation •  Optimism is key •  Put people firstDesign Thinking Jared Cohen
  30. 30. My thoughts…!Design Thinking Jared Cohen

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