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Using Design Thinking in Aerospace Systems Innovation

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Using Design Thinking in Aerospace Systems Innovation

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Invited speech given at the 2016 Space Tech Expo in Pasadena, CA during May 24-26, 2016. Includes an overview of design thinking, applications to aerospace systems, and example tools that can be implemented immediately.

Invited speech given at the 2016 Space Tech Expo in Pasadena, CA during May 24-26, 2016. Includes an overview of design thinking, applications to aerospace systems, and example tools that can be implemented immediately.

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Using Design Thinking in Aerospace Systems Innovation

  1. 1. Using Design Thinking in Aerospace Systems Innovation Craig Damlo May 24-26, 2016 – Space Tech Expo – Pasadena, CA, USA
  2. 2. Agenda: ๏Design Thinking Overview ๏Empathizing for Aerospace Systems ๏Empathy Tools
  3. 3. Design Thinking Process
  4. 4. Design Thinking Process Observe & Understand
  5. 5. Observe & Understand Observe & Understand Ideate & Refine
  6. 6. Empathize - Who & What ✤Touches ✤Selects ✤Repairs ✤Interacts
  7. 7. Empathize - How ✤Builders ✤Systems ✤Operators ✤Passengers
  8. 8. Define - Baseline ✤RFI ✤RFQ ✤SCD ✤Standards ✤Regulations
  9. 9. Define - Deeper ✤Empathy Maps ✤Empathy Profiles ✤Storyboards ✤Problem Framework ✤Why-How Ladder
  10. 10. “People who design products are experts cursed by their knowledge, and they can’t imagine what it’s like to be as ignorant as the rest of us. Chip Heath Made to Stick
  11. 11. Empathy Tools ๏Empathy Maps ๏Empathy Profiles ๏Storyboards
  12. 12. Empathy Maps – Understanding Users ✤Built From Real Interactions ✤Observe and Engage ✤Find Explicit and Implicit Needs Think & Feel Say & Do SeeHear Pain Gain
  13. 13. Empathy Profiles – Grounding Designers ✤Compositions of Real People ✤Not Ranges From Specifications ✤Built From Empathy Maps Name Age Education Considerations Expectations
  14. 14. Storyboards – Cradle to Grave ✤Utilize Pictures and Descriptions ✤How Does Environment Change ✤Move Empathy Profiles Through Storyboard Pre-Flight Take Off Cruise Landing Gate
  15. 15. Don’t make airplanes for the requirements. Make them for the people who design them, build them, maintain them, operate them, and fly in them.
  16. 16. Thank you. Any questions? https://www.linkedin.com/in/craigdamlo

Editor's Notes

  • Introductory overview of design thinking
    A brief on how to use design thinking to empathize for aerospace systems
  • Design thinking is a human centered design philosophy
    It is not driven by strategy, rather strategy falls out of process to ensure that your strategy matches with your customers needs/wants; rather the first stage is empathizing with your customers and users
    The definition phase is done earlier help focus the ideation (brainstorming) phase
    Note that prototype is similar to develop but a bit more complex
    Note that test is similar to evaluation but a bit more complex
    Also note that there is overlap throughout the process and each stage is exclusive of each other; all stages should be considered during all other stages
    Also like a traditional innovation development this all happens prior to the final product development process, but parts of it can be applied to the final product development process

    Design thinking can be broken down into 2 distinct phases: Observe & Understand; and Ideate & Refine
  • Design thinking is a human centered design philosophy
    It is not driven by strategy, rather strategy falls out of process to ensure that your strategy matches with your customers needs/wants; rather the first stage is empathizing with your customers and users
    The definition phase is done earlier help focus the ideation (brainstorming) phase
    Note that prototype is similar to develop but a bit more complex
    Note that test is similar to evaluation but a bit more complex
    Also note that there is overlap throughout the process and each stage is exclusive of each other; all stages should be considered during all other stages
    Also like a traditional innovation development this all happens prior to the final product development process, but parts of it can be applied to the final product development process

    Design thinking can be broken down into 2 distinct phases: Observe & Understand; and Ideate & Refine
  • Design thinking is a human centered design philosophy
    It is not driven by strategy, rather strategy falls out of process to ensure that your strategy matches with your customers needs/wants; rather the first stage is empathizing with your customers and users
    The definition phase is done earlier help focus the ideation (brainstorming) phase
    Note that prototype is similar to develop but a bit more complex
    Note that test is similar to evaluation but a bit more complex
    Also note that there is overlap throughout the process and each stage is exclusive of each other; all stages should be considered during all other stages
    Also like a traditional innovation development this all happens prior to the final product development process, but parts of it can be applied to the final product development process

    Design thinking can be broken down into 2 distinct phases: Observe & Understand; and Ideate & Refine
  • Touches
    Interacts
    Selects
    Repairs
  • Airframe OEMs/Part suppliers - Boeing, Airbus, Emraer, Zodiac, B/E, UTC
    Buyers, Engineers, Machinist
    Documents, Meetings, Visits/tours
    Systems
    Operators - United, Delta, Wizz, KLM
    Buyers, Engineers, Mechanics, Flight crew
    Purchase history, squawks, warranty claims
    Passengers - Cargo
    Fly, talk/interview
  • We have lots of definitions in aerospace, but most of these apply to final products not our innovation phase
    Define the problem to be solved not how the problem has to be solved
    RFI RFQ are for product development
    Standards and regulations are constraints not definitions; that is they are not the end point, but should be the starting point
  • We have lots of definitions in aerospace, but most of these apply to final products not our innovation phase
    Define the problem to be solved not how the problem has to be solved
    RFI RFQ are for product development
    Standards and regulations are constraints not definitions; that is they are not the end point, but should be the starting point
  • This is a very difficult hurdle for engineers to identify and overcome
    What seems logical for us because we are so intimately familiar with all components of the design isn’t always logical for everyone
  • Gives team a talking point and example
  • Remember why we are creating these airplanes and what they do for the world
    Also remember the people that have to build and maintain the airplanes
  • If you want to connect on LinkedIn, please include a note that you saw me here.

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