BRISKROAD
ambassadors of design thinking
evaluating the future practice,
applicability and teachability of
design thinking...
agenda
towards the next generation of Design Thinking
2
©
Diana
Schneider
all rights
reserved
2Diana SCHNEIDER I d.schneid...
design thinking
groundbreaking new field?
design thinking
word usage frequency 1900-2008
3
©
Diana
Schneider
all rights
re...
design thinking
limited to the design world?
design thinking
word usage frequency 1900-2008
4
©
Diana
Schneider
all rights...
word usage frequency 1900-2008
design thinking
a hype past its peak?
design thinking previously future outlook ?
Product
l...
word usage frequency 1900-2008
design thinking
re-invention towards further growth
design thinking previously future outlo...
research goal
the future potential of design thinking...
... in a non-design context
?
technology management
entrepreneurs...
design thinking workshop
mindset - methods - process
participants academic backgrounds previous knowledge current occupati...
not just another workshop
key differentiating factors
impact on ecosphere3-step approach coached autonomyurban challenges ...
key differentiating factors
impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after
wor...
key differentiating factors
impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after
wor...
key differentiating factors
impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after
wor...
key differentiating factors
impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after
wor...
1
2
3
room for improvement in the non-design world
understanding - ownership - diffusion
catalyse by design
vague current ...
research data
DT from the design novices‘ stance
CDTM community - non-participants
workshop participants
© MOSER 2012 and ...
qualitative analysis of 48 non-designers
15
33
Business
Administration
Communication
Engineering
Computer
Science
Computer...
1vague current positioning of DT
limited exposure and understanding
no yes
previous exposure to DT: previous understanding...
the myth leaves room for opportunity
limited awareness
ambiguous understanding
false „cure-all“ branding
criticised by des...
UNDERSTANDING
DIFFUSION
OWNERSHIP
2incubation of next generation of DT
information flow through 3 layers
design
world
non-...
UNDERSTANDING
DIFFUSION
OWNERSHIP
2incubation of next generation of DT
information flow by 3 impact groups
design
novice
d...
2understanding of DT
workshop outcome
late-night
parking
public service
waiting
library break
playground contacts construc...
2understanding of DT
self-evaluation
has your understanding (method, mindset, tools) of DT improved through the workshop?
...
UNDERSTANDING
DIFFUSION
2ownership of DT
application of DT in own work 1. 2. 3.
OWNERSHIP
applied DT after workshop? consi...
2diffusion of DT
participants sharing information
UNDERSTANDING
DIFFUSION
OWNERSHIP
1. 2. 3.
CDTM community
talked about D...
2diffusion of DT
participants sharing information
UNDERSTANDING
DIFFUSION
OWNERSHIP
1. 2. 3.
CDTM community
talked about D...
2diffusion of DT
information flow to ecosphere
UNDERSTANDING
DIFFUSION
OWNERSHIP
1. 2. 3.
CDTM community
workshop particip...
+
3workshop format evaluation
key success factors
• interdisciplinary teams
• theory, cases, action-based tasks
• 2-week u...
future of design thinking
catalyse by design
1 2 3explore
challenge
context
integrate
existing
thinking
enable
ecosphere
i...
1950 1960 1970 1980 1990 2000 2010 2020?
design
scope
products
communications
spaces
environments
human factors
marketing
...
inform, connect,
enable, catalyse.
incubate.
future of design thinking
designers‘ new role
integrative thinking
holistic t...
back-up
additional research
31
©
Diana
Schneider
all rights
reserved
Diana SCHNEIDER
Design Thinker l Founder
d.schneider@...
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MINDSET BEYOND THE MYTH - practice, applicability and teachability of Design Thinking

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More info: http://thinkbrisk.com/portfolio-item/design-research-mindset-beyond-the-myth/

To evaluate the impact of our Design Thinking workshops, the brisk team did a follow-up survey of previous workshop participants and non-participants. By mapping the understanding and opinion about Design Thinking before and after the workshop and by measuring the knowledge about this topic in the surrounding ecosystem, we propose a 3-staged model of Design Thinking incubation and reposition the role of the Design community in enabling and catalysing innovation. This research was selected to be presented at the Design Management Institute’s global conference on Leading Innovation through Design, August 2012, Boston, MA.

For background info on our field insights or your own research project, don't hesitate to get in touch!

research@thinkbrisk.com

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MINDSET BEYOND THE MYTH - practice, applicability and teachability of Design Thinking

  1. 1. BRISKROAD ambassadors of design thinking evaluating the future practice, applicability and teachability of design thinking through workshop challenges mindset beyond myththe
  2. 2. agenda towards the next generation of Design Thinking 2 © Diana Schneider all rights reserved 2Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  3. 3. design thinking groundbreaking new field? design thinking word usage frequency 1900-2008 3 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 3Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  4. 4. design thinking limited to the design world? design thinking word usage frequency 1900-2008 4 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 4Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  5. 5. word usage frequency 1900-2008 design thinking a hype past its peak? design thinking previously future outlook ? Product life cycle theory 5 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 5Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  6. 6. word usage frequency 1900-2008 design thinking re-invention towards further growth design thinking previously future outlook ? S-curve theory of innovation 6 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 6Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  7. 7. research goal the future potential of design thinking... ... in a non-design context ? technology management entrepreneurs business admin. social sciences education public serviceshigh-tech start-ups engineering design thinking 7 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider research goal the future potential of design thinking... ... in a non-design context technology management entrepreneurs business admin. social sciences educ public serhigh-tech start-ups engineering design thinking KilianMoser JensPohl DianaSchneider 7Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  8. 8. design thinking workshop mindset - methods - process participants academic backgrounds previous knowledge current occupation weeks 15 8 2consultant entrepreneur employeestudent workshop impressions © MOSER 2012 KilianMoser JensPohl DianaSchneider 8 © Diana Schneider all rights reserved dset - methods - process pants academic backgrounds previous knowledge current occupation 15 8 2consultant entrepreneur employeestudent p impressions © MOSER 2012 © Dia a8Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  9. 9. not just another workshop key differentiating factors impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after workshop D1 workshop D2 teamwork 1. 2. 3. 9 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 9Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  10. 10. key differentiating factors impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after workshop D1 workshop D2 teamwork 1. 2. 3. not just another workshop 10 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 10Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  11. 11. key differentiating factors impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after workshop D1 workshop D2 teamwork 1. 2. 3. not just another workshop 11 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 11Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  12. 12. key differentiating factors impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after workshop D1 workshop D2 teamwork 1. 2. 3. not just another workshop 12 © Diana Schneider all rights reserved 12Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  13. 13. key differentiating factors impact on ecosphere3-step approach coached autonomyurban challenges monitor before / after workshop D1 workshop D2 teamwork 1. 2. 3. not just another workshop © MOSER, NEUBAUER, SCHEWTSCHENKO, SCHNEIDER, SEEBAUER 2012 13 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 13Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  14. 14. 1 2 3 room for improvement in the non-design world understanding - ownership - diffusion catalyse by design vague current positioning of DT workshop enables DT incubation on 3 levels success factors of workshop research findings practice, applicability and teachability of next generation design thinking KilianMoser JensPohl DianaSchneider 14 © Diana Schneider all rights reserved 14Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  15. 15. research data DT from the design novices‘ stance CDTM community - non-participants workshop participants © MOSER 2012 and CDTM 2012 15 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 15Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  16. 16. qualitative analysis of 48 non-designers 15 33 Business Administration Communication Engineering Computer Science Computer Science Electrical Engineering Mathematics Mechanical Engineering Political Science Media Informatics Business Administration Engineering other research data workshop participants CDTM community - non-participants 16 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider 16Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  17. 17. 1vague current positioning of DT limited exposure and understanding no yes previous exposure to DT: previous understanding of DT: workshop participants “define, research, ideate, prototype, choose, implement, learn” “brainstorming in a team, writing on a scratchpad and discussing” nuanced cliché excerpt previous opinion of DT: „innovative solutions for wicked problems when an engineering approach produces predictable outcomes“ “I thought it was mainly used in design consultancies.” nuanced cliché workshop participants 17 © Diana Schneider all rights reserved 17Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  18. 18. the myth leaves room for opportunity limited awareness ambiguous understanding false „cure-all“ branding criticised by design community 1vague current positioning of DT clear-cut next generation of DT understood by non-designers need for 18 © Diana Schneider all rights reserved the myth leaves room for opportunity limited awareness ambiguous understanding false „cure-all“ branding criticised by design commu 1vague current positioning of DT clear-cut next generation o understood by non-desig need for KilianMoser JensPohl DianaSchneider 18Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  19. 19. UNDERSTANDING DIFFUSION OWNERSHIP 2incubation of next generation of DT information flow through 3 layers design world non-design world 1 2 3 design novice © SCHNEIDER 2012 19 © Diana Schneider all rights reserved UNDERSTANDING DIFFUSION OWNERSHIP 2incubation of next generation of DT information flow through 3 layers design world non-design world 1 2 3 design novice © SCHNEIDER 2012 19 © Diana Schneider all rights reserved 19Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  20. 20. UNDERSTANDING DIFFUSION OWNERSHIP 2incubation of next generation of DT information flow by 3 impact groups design novice design world non-design world workshop participantlecturer ecosphere © SCHNEIDER 2012 20 © Diana Schneider all rights reserved UNDERSTANDING DIFFUSION OWNERSHIP 2incubation of next generation of DT information flow by 3 impact groups design novice design world non-design world workshop participantlecturer ecosphere © SCHNEIDER 2012 20 © Diana Schneider all rights reserved 20Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  21. 21. 2understanding of DT workshop outcome late-night parking public service waiting library break playground contacts construction site lunch UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. © MOSER, SCHEWTSCHENKO, SCHNEIDER 2012 21 © Diana Schneider all rights reserved 2understanding of DT workshop outcome late-night parking public service waiting library break playground contacts construction site lunch UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. © MOSER, SCHEWTSCHENKO, SCHNEIDER 2012 21 © Diana Schneider all rights reserved 21Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  22. 22. 2understanding of DT self-evaluation has your understanding (method, mindset, tools) of DT improved through the workshop? has your opinion (content, purpose, benefit) of DT improved through the workshop? UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. participants with prior knowledge participants with prior knowledge participants without prior knowledge participants without prior knowledge 1 = not at all 2 3 4 very much = 5 1 = not at all 2 3 4 very much = 5 m m m m m min. median max. 22 © Diana Schneider all rights reserved 2understanding of DT self-evaluation has your understanding (method, mindset, tools) of DT improved through the workshop? has your opinion (content, purpose, benefit) of DT improved through the workshop? UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. participants with prior knowledge participants with prior knowledge participants without prior knowledge participants without prior knowledge 1 = not at all 2 3 4 very much = 5 1 = not at all 2 3 4 very much = 5 m m m m m min. median max. 22 © Diana Schneider all rights reserved 22Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  23. 23. UNDERSTANDING DIFFUSION 2ownership of DT application of DT in own work 1. 2. 3. OWNERSHIP applied DT after workshop? consider applying DT in the future? no yes yes applying DT ideation software development prototyping business consulting reasons to apply DT (interview excerpts)? - support ideation + problem solving process - facilitate communication - drive teamwork in a more process-oriented way - identify user needs - required team acceptance of benefits + roles of a designer - highest potential in projects with unclear structures - tackle complex tasks - projects with tangible, physical products - facilitate interaction with end consumers/ users benefits framework © SCHEWTSCHENKO 2012 23 © Diana Schneider all rights reserved UNDERSTANDING DIFFUSION 2ownership of DT application of DT in own work 1. 2. 3. OWNERSHIP applied DT after workshop? consider applying DT in the future? no yes yes applying DT ideation software development prototyping business consulting reasons to apply DT (interview excerpts)? - support ideation + problem solving process - facilitate communication - drive teamwork in a more process-oriented way - identify user needs - required team acceptance of benefits + roles of a designer - highest potential in projects with unclear structures - tackle complex tasks - projects with tangible, physical products - facilitate interaction with end consumers/ users benefits framework © SCHEWTSCHENKO 2012 23 © Diana Schneider all rights reserved 23Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  24. 24. 2diffusion of DT participants sharing information UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. CDTM community talked about DT workshop with non-participants shared DT workshop material with non-participants noyes workshop participants CDTM community 24 © Diana Schneider all rights reserved 2diffusion of DT participants sharing information UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. CDTM community talked about DT workshop with non-participants shared DT workshop material with non-participants noyes workshop participants CDTM community 24 © Diana Schneider all rights reserved 24Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  25. 25. 2diffusion of DT participants sharing information UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. CDTM community talked about DT workshop with non-participants shared DT workshop material with non-participants noyes workshop participants CDTM community 24 © Diana Schneider all rights reserved 2diffusion of DT UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. CDTM community workshop participants previous exposure to DT: source of information: no n.a yes CDTM community General media . University lecture . Friends, family, acquaintances . Specific literature . Previous DT workshop . Business case ecosphere word of mouth DT workshop participant 25 © Diana Schneider all rights reserved 25Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  26. 26. 2diffusion of DT information flow to ecosphere UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. CDTM community workshop participants CDTM community “A mind-set to focus on people, problems, context when creating a solution (product/ service/ measure).” “Creative, systematic and interdisciplinary approach to innovative solutions.” “It's a methodology and process, which is used to understand and solve a defined problem.” “not purely aesthetics of a product. It applies workflows from design schools to a larger class of problems. e.g business processes.” define DT - 2 months later - 26 © Diana Schneider all rights reserved 2diffusion of DT information flow to ecosphere UNDERSTANDING DIFFUSION OWNERSHIP 1. 2. 3. CDTM community workshop participants CDTM community “A mind-set to focus on people, problems, context when creating a solution (product/ service/ measure).” “Creative, systematic and interdisciplinary approach to innovative solutions.” “It's a methodology and process, which is used to understand and solve a defined problem.” “not purely aesthetics of a product. It applies workflows from design schools to a larger class of problems. e.g business processes.” define DT - 2 months later - 26 © Diana Schneider all rights reserved 26Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  27. 27. + 3workshop format evaluation key success factors • interdisciplinary teams • theory, cases, action-based tasks • 2-week urban challenges • self-managed design process • coached autonomy • hands-on workshop material • honesty about DT limits incubation of next generation of DT to workshopparticipantsandtheirecosphere 27 © Diana Schneider all rights reserved + 3workshop format evaluation key success factors • interdisciplinary teams • theory, cases, action-based tasks • 2-week urban challenges • self-managed design process • coached autonomy • hands-on workshop material • honesty about DT limits incubation of next generation of DT to workshopparticipantsandtheirecosphere 27 © Diana Schneider all rights reserved + 3workshop format evaluation key success factors • interdisciplinary teams • theory, cases, action-based tasks • 2-week urban challenges • self-managed design process • coached autonomy • hands-on workshop material • honesty about DT limits incubation of next generation of DT to workshopparticipantsandtheirecosphere 27 © Diana Schneid all rights reserv 27Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  28. 28. future of design thinking catalyse by design 1 2 3explore challenge context integrate existing thinking enable ecosphere incubation KilianMoser JensPohl DianaSchneider 28 © Diana Schneider all rights reserved 28Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  29. 29. 1950 1960 1970 1980 1990 2000 2010 2020? design scope products communications spaces environments human factors marketing systems design languages design engineering interdisciplinarity new media interaction designs experiences/ services brands organisations sustainability corporate strategies social innovation open innovation future scenarios national innovation strategies international field innovation evolution of design thinkingC O S M E T I C making things pretty T A C T I C A L making products & services functional, desirable, distinctive STRATEGIC creating new value, innovating the world A.Wassermann, Carnegie Mellon design. to be defined paradigm shift of the métier KilianMoser JensPohl DianaSchneider 33 © Diana Schneider all rights reserved 29Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  30. 30. inform, connect, enable, catalyse. incubate. future of design thinking designers‘ new role integrative thinking holistic thinking creative quotientsimplexity hybrid thinkingsystems thinking 29 © Diana Schneider all rights reserved KilianMoser JensPohl DianaSchneider inform, connect, enable, catalyse. future of design thinking designers‘ new role holistic thinkinghybrid thinkingsystems thinking KilianMoser JensPohl DianaSchneider 30Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design
  31. 31. back-up additional research 31 © Diana Schneider all rights reserved Diana SCHNEIDER Design Thinker l Founder d.schneider@briskroad.com www.briskroad.com Kilian MOSER PhD Candidate moser@cdtm.de www.cdtm.de BRISKROAD ambassadors of design thinking @31Diana SCHNEIDER I d.schneider@briskroad.com DMI I Leading Innovation through Design

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