Design Thinking for Social Innovation at IE
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Design Thinking for Social Innovation at IE

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How might we provide drinkable water to low income rural communities? How might we provide premature baby incubation solutions for the Base of the Pyramid? How might we create a process and culture ...

How might we provide drinkable water to low income rural communities? How might we provide premature baby incubation solutions for the Base of the Pyramid? How might we create a process and culture which enables innovaiton to be at the core of our organization, be it from a social enteprise, a responsible business or a cross collaboration with unlikely allies? We need to re-imagine, re-invent and re-design the way that we do business, the way in which we create and deliver value. Design is too important to be left to designers alone. During this workshop, you will learn the key concepts of Design Thinking with a focus on social innovation, experimenting with collective creativity, and practicing with key tools to apply in future social challenges. Design thinking you can learn at a workshop; it takes a lifetime to master it.

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    Design Thinking for Social Innovation at IE Design Thinking for Social Innovation at IE Presentation Transcript

    • Social Innovation at IE Design Thinking
    • Design  Thinking  for  Social  Innova4on   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test  
    • How  might  we  provide  drinkable  water  to   low  income  rural  communi4es?  
    • How  might  we  provide  non-­‐financial   services  to  our  microfinance  users?    
    • How  might  we  provide  premature  baby   incuba4on  solu4ons  to  the  BoP?            
    • o Higher Price - transportation Beyond anecdotes… Credit: Flickr user MeanestIndian (used under CC license) Base of the Pyramid as a Market Item Dharavi Warden Road Premium Credit (annual interest) 600 – 1,000% 12 – 18% 53X Water (per cubic meter) $1.12 $0,03 37 Phone call (minute) $0.04 - $0.05 $0.025 1.8 Diarrhea medication $20.00 $2.00 10 Rice (per kg) $0.28 $0.24 1.2 Source, Prahalad, CK,The Fortune at the Bottom of the Pyramid (p.36)
    • Base  of  the  Pyramid  as  a  Market  
    • Theore4cal  Pareto  Efficiency   Fron4er   (Given  technology,  c.p.)   Income  at  the   Top  of  the   Pyramid   Inefficient  Equilibrium  curve     Due  to  Market  Failure   Income  at  the   BoMom  of  the   Pyramid   0   New  Efficiency  Fron4er     Technological  Improvement   NGO   Social  enterprise   addressing   Market  Failure   Social  enterprise   promo4ng   Technological   improvement   Social  Entrepreneurs  pushing  the  fron4er  
    • Income  at  the   Top  of  the   Pyramid   Income  at  the   BoMom  of  the   Pyramid   0   Redistribu4on  of  Value   (NGO)   Crea4on  of  Value   (Enterprise)   Social  Entrepreneurs  pushing  the  fron4er  
    • The  path  we’re  about  to  walk   Blurry beginning Traditional design process
    • The  path  we’re  about  to  walk   Explore
    • What  are  we  going  to  need  to  walk  this  path?   •  Different  Processes          That  incorporate  both  users  and  crea4ve   tools  and  skills   •  Different  Tools          Observa4ons,  mind  maps,  personas       •  Different  Skills          Divergence,  judgment  delays,   Convergence  
    • Customer  Driven  Innova4on   • Mul4disciplinary  Teams   •  Dedicated  Spaces   • Finite  Timeframes  
    • Design  Thinking   Process   Empathy   Define   Ideate  Prototype   Test  
    • Converge  vs.  Diverge   Focus   Flare  
    • Converge  vs.  Diverge   Focus   Flare   Empathy   Define   Ideate   Prototype   Test  
    • Human Values (Desirability) Business (Viability) Technology (Feasibility) The  three  lenses  of  human  centered  design  
    • Evolu4onary   Revolu4onary   Incremental   Evolu4onary   New   Offerings   Exis4ng   Offerings   Exis4ng  Users   New  Users   Not  all  innova4ons  change  the  world  
    • Evolu4onary   Revolu4onary   Incremental   Evolu4onary   New   Offerings   Exis4ng   Offerings   Exis4ng  Users   New  Users   Not  all  innova4ons  change  the  world  
    • What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
    • Iden4fy  a  Design  Challenge          Start  the  design  challenge  with  an  ac4on  verb   such  as  “Create”,  “Define”,  “Adapt”,  etc.  Or   phrase  the  challenge  as  a  ques4on   star4ng  with:  “How  can...?”  
    • Iden4fy  a  Design  Challenge   •  How  might  we  empower  youth  to  become   cri4cal  thinkers  and  designers  of  their  own   future?     •  How  might  we  inspire  young  people  to  cul4vate   their  crea4ve  confidence?   •  How  might  we  increase  social  impact  while   enhancing  our  value  proposi4on?  
    • Iden4fy  a  Design  Challenge   •  Recognize  exis4ng  knowledge   • Iden4fy  people  to  speak  with   •  Who  is  your  end  user?  
    •      Empathy  is  when  you  feel  what   the  other  person  is  feeling.   When  you  can  mirror  their  expressions,   their  opinions,  their  hopes.   What  is  empathy?  
    • How  designers  approach  empathy?   •  Without  judgment   •  With  a  beginner’s  eyes   •  Curious   •  Op4mis4c   •  Respec_ul     Expose.  Observe.  Engage  
    • Let’s  Prac4ce  
    • Let’s  Prac4ce  a  bit  more  
    • Understand  the  WHOLE  experience   Use  Empathy  Maps  
    • Empathy:  Ac4ve  listening   Interviews/Story  telling  
    • How  might  we  design  the   ideal  wallet?   The  challenge  for  this  exercise  
    • Interviewing  with  Empathy  
    • Quotes  &  defining  words   Thoughts  &  Beliefs   Ac4ons  &  Behaviors   Feelings  &  Emo4ons  
    • Empathy:  Debrief   What is the most relevant learning you gained from the empathy exercise?
    • What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
    • Reframe  the  point  of  view   •  A  unique,  concise  reframing  of  the  problem  that  is   grounded  in  user  needs  &  insights   •  Understand  the  experience   •  Iden4fy  user,  reveal  the  needs,  ar4culate   insights     • Reframe  the  problem  into  a  new  point  of  view  
    • Why  should  I  define  a  user?   Because  usually  something  that  tries  to   work  for  everyone  doesn´t  works  very   well  for  anyone.     Because  if  you  don´t  know  who  you  are   designing  for,  you  won’t  know  what   characteris4cs  are  fundamentally  necessary   and  what  are  merely  a  secondary  benefit.    
    • Focus  on  the  user,  his/her  needs  and   insights.  
    • What  user  will  you  design  for?   Things  you  need  to  write  to  create  a  persona   •  Name   •  Age   •  Gender   •  Marital  Status   •  Kids   •  Hobbies   •  Draw  their  face   •  Work/Study   •  Likes/Dislikes   •  Service  context   •  Quotes   •  Personality  traits   •  Goals  
    • User/  Persona:  An  example           Typical  user  of  our  supermarket   Name:    Emma     Last  Name:     Peterson Age:     75 Profession:     Stay home mom Marital  Status:  Widow Children:     2 daughters, 1 son and 5 grand children Hobbies:     …   Personality  traits:  …   Product/Service  context:     …   Goals  in  life:     …          
    • Focus  on  the  user,  his/her  needs  and  the  insights   User   Need   Insight   Why?  
    • Let’s  see  an  example.  Meet  Ms.  Peterson  …   “Ms.  Emma  Peterson”  is  being  interviewed  by  a   designer  trying  to  gather  informa4on  to  design  a   beMer  customer  experience  for  a  supermarket.     Designer:  Ms.  Peterson,  could  you  tell    me  a  liMle   bit  about  yourself?   Ms.  Peterson:  My  name  is  Emma  Peterson,  I’m  75   years  old,  I  was  married  for  35  years  but  my   husband  passed  away  two  years  ago.  I  have  three   children    who  are  grown  ups  now  and  I  have  5   grand  children.   Designer:  What  do  you  come  to  this  supermarket   for?   Ms.  Peterson:  I  come  to  buy  food  and  cleaning   products.     User/Persona   Need  
    • Let’s  see  an  example.  Meet  Ms.  Peterson…   Designer:  Could  you  describe  the  last  4me  you   came?   Ms.  Peterson:  Sure.  It  was  just  yesterday.  I  woke   up  in  the  morning  and  I  realized  that  although  I   had  a  lot  of  food  in  the  fridge  I  didn’t  have   freshly  baked  bread  which  I  buy  daily.  I  came   down  from  my  home,  which  is  right  around  the   corner  from  here,  got  my  bread  and  returned   home.   Designer:  Why  don’t  you  buy  frozen  bread  that   you  can  bake  at  home?  Wouldn’t  that  be  more   convenient?   Ms  Peterson:  I  guess  so…  But  then  I’d  have   nothing  to  do  in  the  mornings.  Coming  to  the   supermarket  is  a  reason  to  go  out,  get  some   fresh  air.     Insight  
    • Challenge   User/ Persona   Need  (verb,   acKon)   Superficial  reason   Insight   How  might  we   increase   customer   loyalty  to  a   supermarket?   A  75  year   old  widow   with  2   daughters,   1  son  and  5   grandchildr en   Needs  to   buy  food   and   cleaning   products   To  have  freshly   baked  bread  every   day   Because  she  doesn’t  have  much  to  do   and  she  enjoys  having  one  reason  to  go   out  from  her  house  every  single  day   To  keep  her  family   well  fed  when  they   come  to  visit  her   Because  she  wants  to  feel  that  she  is   s4ll  important  to  her  family.     To  get  first  hand   informa4on  from   the  shop  assistant   about  the  products   ??????   Insights  for  Ms.  Peterson  
    • Iden4fy  areas  of  opportunity   How  might  we…   Build  a  customer  experience  that  will  make  Ms.  Peterson   feel  that  she  is  s4ll  ac4ve?   Build  a  customer  experience  that  will  make  Ms.  Peterson   feel  that  she  is  s4ll  important  to  her  family  …?   Build  a  customer  experience  that  will  …?  
    • What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
    • Idea4on  Goals   •  Making  sense  of  data   •  Iden4fying  paMerns   •  Defining  opportuni4es   • Crea4ng  solu4ons  
    • 7  Brainstorming  Principles   •  Defer  Judgment   •  Encourage  wild  ideas   • Build  on  the  ideas  of  others   •  Stay  focused  on  topic   • Be  visual   •  One  conversa4on  at  a  4me   •  Go  for  quan4ty  
    • Stay focused and go for Quantity! Idea4on:  Brainstorming  exercise  1  
    • Vote  using  selec4on  criteria   “Most likely to succeed”! Place two votes on the ideas that you think most effectively address the challenge" “Most likely to delight”! Place two votes on the ideas that would delight customers the most" “Most breakthrough/ Innovative”! Place two votes on the ideas that are most innovative"
    • What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
    • Fail  early  &  omen   $ Cost of an error Project timeline Launch Prototype, fail and learn early and cheap Too late to fail
    • A  prototype  will  make  your  ideas  real   What does it look like? How does it work? How does it feel like?
    • Prototype  Forms   •  Models   •  Storyboards   •  Role-­‐Play   •  Diagrams  /  Mindmaps    
    • A  few  examples   Prototype Finished Product/Service Elmo’s iPhone Application Kitchen Nurses at Keiser Permanente Hospitals
    • It’s  never  easy   You  might  need  many  pilots,  tests  and  itera4ons  before  you  come   up  with  the  product  that  fascinates  your  costumers.    
    • Where  can  you  learn  more?   •  IE  Business  School   •  IDEO.com   •  dschool.stanford.edu   •  rotmandesignworks.ca   •  The  Hub   •  The  art  of  innova4on,  Tom  Kelley   •  Change  by  design,  Tim  Brown  
    • Iden4fy  a  Design  Challenge  
    • Iden4fy  a  Design  Challenge  
    • Iden4fy  a  Design  Challenge  
    • “The most interesting part I see in competition is that it gives people a feeling that they are valued and have meaning, that they are as capable, as gifted and as talented as anybody else…” Paul Kagame, President of Rwanda
    • THANK YOU! Social Innovation at IE max.oliva@ie.edu