What is called
Design Thinking?

Let’s get empirical

Human-centered
Prototype-driven
Mindful of process

David Kelley

So. Do designers
think differently?

As opposed to?

“Business people need
to become designers”
Roger Martin

An opposable what?

If design is a
method of action

Then what is
thinking is a
method of ???

Is Design
Thinking a
method at all?

THE Trigger?

It was all my idea

No, it was mine

Wicked!

Not opposed,
but opposable

It’s about the people, stupid

T-shaped

Signal of human intention

Opposable minds
T-shaped people
Design intent

Examples

9 QUESTIONS FOR YOUR BUSINESS MODEL
PARTNER KEY VALUE RELATIONSHIP CLIENT
NETWORK ACTIVITIES PROPOSITION MANAGEMENT SEGMENTS
What are your key activities What type of relationship
and how difficult are they to does your client expect you to
perform (by others)? establish and maintain with him?
What can partners do better Which one of your client’s
than you or at a lower cost problems are you solving and What are your client’s needs,
(and thus leverage your why will he work with you desires and ambitions?
business model)? KEY rather than with a competitor? DISTRIBUTION &
RESOURCES ACQUISITION CHANNELS
What are your key resources Through which means does
and how difficult are they to your client want to be reached
copy (by others)? and addressed by you?
COST STRUCTURE REVENUE STREAMS / PRICING
What is the cost structure of your What value are your clients
business model and is it in harmony with really willing to pay for and
the core idea of your business model? how will they pay for it?
Alexander Osterwalder, Ph.D.
Sponsored by:
http://business-model-design.blogspot.com/

simple client profiler
what’s on his
mind?
his/her preoccupations
his/her worries
what he thinks
what does he
what does he see?
hear?
what his boss says his environment
what his friends say his friends
what his wife says what the market offers him/her
what does he say?
his/her attitude
how he appears in public
what he tells others

All in the game

So, is Design
Thinking a
method at all?

The Last Discipline

Design Thinking Norms

Observe
Co-create
Ideate
Prototype
Think visually
Tell a story

A method for
innovating
method