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Design Thinking VS Lean Startup

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This presentation came up from a discussion that
emerged in a ‘lean startup’ meet-up in San
Francisco 2 years ago. We had to choose a theme
for discussion and I proposed ‘Design Thinking’ VS
‘Lean Startup’. Rapidly my talk was the most voted
and the war began … the room split in 2 groups,
fighting to prove which methodology was the right
one...
After this , I decided to give a deeper study to the
matter ... Each methododology is great... Actually its
usage or mindset depends on different factors and
objectives. This presentation is the result of this
deeper study and some [personal] conclusions.
adelavillanueva.com Hope it helps. Enjoy!

Published in: Business

Design Thinking VS Lean Startup

  1. 1. 113/5/18 13/5/18 1 Design Thinking Lean Startup Earth, February 2018 By: Adela VILLANUEVA
  2. 2. 223/5/18 23/5/18 2 To know more or to connect: This presentation came up from a discussion that emerged in a ‘lean startup’ meet-up in San Francisco 2 years ago. We had to choose a theme for discussion and I proposed ‘Design Thinking’ VS ‘Lean Startup’. Rapidly my talk was the most voted and the war began … the room split in 2 groups, fighting to prove which methodology was the right one... After this , I decided to give a deeper study to the matter ... Each methododology is great... Actually its usage or mindset depends on different factors and objectives. This presentation is the result of this deeper study and some [personal] conclusions. Hope it helps. Enjoy!adelavillanueva.com Hi there! I am Adela linkedin.com/in/adelavillanueva/ A_d_e_l_a
  3. 3. 33 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 First, Let’s start by defining the terms…
  4. 4. 44 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Design Thinking and Lean Startup are USER DRIVEN STRATEGIES** strategies that aim at creating innovative design or business concepts based on a user-centered approach.
  5. 5. 55 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Design Thinking and Lean Startup are USER DRIVEN STRATEGIES** strategies that aim at creating innovative design or business concepts based on a user-centered approach. This is the main difference from others methodologies-> the emphasis in understanding what people want or needs
  6. 6. 66 Lean StartupDesign Thinking Innovate We use them to
  7. 7. 77 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 However there are some differences….
  8. 8. 88 Lean StartupDesign Thinking WE DON’T KNOW WHERE WE ARE GOING WE HAVE A DIRECTION IN MIND When we start…
  9. 9. 99 Lean StartupDesign Thinking “HARDCORE” INNOVATION “INCREMENTAL” INNOVATION So we can say it is used for:
  10. 10. 1010 Lean StartupDesign Thinking SPARK INNOVATION FROM CONSUMER DISCOVERY BUILD A PRODUCT REITERATING The main objective
  11. 11. 1111 Lean StartupDesign Thinking SOLVE A PROBLEM BUT DON’T START WITH THE PROBLEM CREATE A BUSINESS MODEL/ COMPANY BUILDING The goal:
  12. 12. 1212 Lean StartupDesign Thinking HAVE ULTIMATE USER CLARITY TEST AND VALIDATE Better used to:
  13. 13. 1313 Lean StartupDesign Thinking HUMANS [WE EMPHASIZE] USER OR CUSTOMER [OF YOUR PRODUCT] The user:
  14. 14. 1414 Lean StartupDesign Thinking DISCOVER IDEAS THAT CAN SPEAK TO PEOPLE’S MOTIVATIONS AND IMPULSES FIND OUT WHAT THE CUSTOMER WANTS BEFORE FINALIZING The ultimate objective
  15. 15. 1515 Lean StartupDesign Thinking IS A ‘LINEAR’ PROCESS (With iteration) IS A ‘CIRCULAR’ PROCESS (with pivoting) Source: d.school/ Stanford Source: Eric Ries The process is different
  16. 16. 1616 Lean StartupDesign Thinking A CHALLENGE A BUSINESS IDEA OR PRODUCT It starts with …
  17. 17. 1717 Lean StartupDesign Thinking PEOPLE FIRST PRODUCT FIRST The focus
  18. 18. 1818 Lean StartupDesign Thinking “ I need to understand customer needs and iterate prototypes until I find a technology and product that satisfies this need” “I have a technology/ product, now who do I sell it to?” The motivation …
  19. 19. 1919 Lean StartupDesign Thinking INTUTITIVE ANALYTICAL The approach
  20. 20. 2020 Lean StartupDesign Thinking QUALITATIVE METRIC The testing
  21. 21. 2121 Lean StartupDesign Thinking REQUIRES PLANNING REQUIRES URGENCY With a different pace
  22. 22. 2222 Lean StartupDesign Thinking GETTING IT RIGHT BEFORE WE MAKE BIG BETS FOR SPEED AND “GOOD ENOUGH” DECISION MAKING WITH LIMITED TIME AND RESOURCES Optimized for…
  23. 23. 2323 Lean StartupDesign Thinking BY RAPID PROTOTYPING BY RAPID ITERATION Reducing risk…
  24. 24. 2424 Lean StartupDesign Thinking PROCESS CAN TAKE TOO LONG RESULTS CAN BE SUPERFICIAL PAIN POINTS But with potential pain points
  25. 25. 2525 Lean StartupDesign Thinking Not to discover value for real customer needs Create a product/ service that no one would use A fail would be
  26. 26. 2626 Lean StartupDesign Thinking LARGE CORPORATIONS SMALL ORGANIZATIONS/ STARTUPS Usually used by
  27. 27. 2727 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 They look quite distant… but
  28. 28. 2828
  29. 29. 2929 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 I would say… not really.
  30. 30. 3030 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Actually it is not about which process is right.
  31. 31. 3131 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 It is about whether you are satisfied with the speed, quality and size of innovations being produced.
  32. 32. 3232 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Actually, they are more complementary than conflicting
  33. 33. 3333 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 They can do a nice job, covering each others’ blind spots ;)
  34. 34. 3434 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Lean startup needs Design thinking to develop a suitable learning environment to understand the real problem/ need of the customer, strengthening the VALUE Proposition [ which we often forget] Design Thinking needs Lean startup to be able to get into the real ‘execution phase’
  35. 35. 3535 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 If we bring both methodologies together, it increases the chances that new offers we design will succeed in market.
  36. 36. 3636 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Together, they can be a powerful combination.
  37. 37. 3737 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 WELCOME TO : DESIGN LEAN! ( yep I made it myself)
  38. 38. 3838 Of course there are others who have brought together these two methodologies by Nordstrom Innovation Lab
  39. 39. 3939 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 But my combo would be…
  40. 40. 4040 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 •  Add trends/ industry foresight to the mix •  First start with design thinking. Once we have the prototype, use Lean startup to establish a market fit and a right product approach •  Reiterate the offering but in a way that we don’t loose sight of the motivation & need we are designing for ( it might not be related to UX) •  Focus on rapid experimentation with empathy In a nutshell, it would look like this…
  41. 41. 4141 Once you have tested the prototype with costumers, include the Lean process staring measuring the results of the test combined with phase 5 1 Add trends/ industry foresight to the mix. To get an understanding of the market, which is going to affect ‘human’ motivations Trends, Foresight 2 Then, start here 3 Follow the process ------------------------------à 4 Cross with market understanding and human motivations (related to costumer journey and user experience) 6 7 IDEA PRODUCT 8 Ideate, and start again the process until the loop is closed ( which never is ;) )5 Re- define pain points & needs from customer journey
  42. 42. 4242 VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Thank you for reading! Let me know your thoughts!-> http://www.adelavillanueva.com/contact

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