Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

EIA 2015 Leading With Design Thinking

2,208 views

Published on

Natalie W. Nixon, PhD – Director, Strategic Design, Philadelphia University

Published in: Technology

EIA 2015 Leading With Design Thinking

  1. 1. LEADING WITH DESIGN THINKINGEuropean Innovation Academy! July 9, 2015 by Natalie W. Nixon, PhD! Director of the Strategic Design MBA! Philadelphia University! www.philau.edu/strategicdesignmba/! @natwnixon @PhilauSDMBA! nixonn@philau.edu
  2. 2. WHAT IS DESIGN THINKING? Natalie W. Nixon, Phd | EIA 2015
  3. 3. Empathy Natalie W. Nixon, Phd | EIA 2015
  4. 4. design thinking: theory observe brainstorm prototype implement Copyright 2011-2015 Natalie W. Nixon, PhD
  5. 5. design thinking: reality understand observe ideate prototype test Copyright 2011-2015 Natalie W. Nixon, PhD
  6. 6. “Design thinking transfers the problem solving process that designers use- to the design of services, experiences, processes… & marketing strategies, financial operations and management.” -Natalie W. Nixon Copyright 2011-2015 Natalie W. Nixon, PhD
  7. 7. Design thinking is a problem solving process. Copyright 2011-2015 Natalie W. Nixon, PhD
  8. 8. design thinking observe brainstorm prototype implement DESIGN THINKING :THEORY under- stand observe ideate prototype test DESIGN THINKING :REALITY Design thinking transfers the problem solving process that designers use, to the design of services, experiences, processes… & marketing strategies, financial operations and management. ACCOUNTING… a design tool SERVICES… can be designed ORGANIZATIONS… a designed product Copyright 2011-2015 Natalie W. Nixon, PhD Empathy Map creative strategies
  9. 9. Expanding Access + Growing Revenue What problem am I solving for my user? EMPATHY: Be user-centered & start with people & their latent behaviors…. design thinking RELATED WORLDS: Connect the dots between analogous experiences… What can hospitals learn from the Cheesecake Factory? PROTOTYPE: Fail early & often by testing services, experiences & processes in rough draft form… A pop-up retail shop can actually prototype a new in- store experience! Show us AND tell us J STORY: Facts are the What; Truth is the How & Why of the What. Stories are truthtelling. Natalie W. Nixon, PhD c.2015
  10. 10. DESIGN THINKING " VS " LEAN START UP?
  11. 11. DESIGN THINKING 1.  Start With The User 2.  “Iterate” 3.  Heavy emphasis on ideation & personas 4.  BMC 5.  More emphasis on Qualitative Methodologies LEAN START UP 1.  Start With the Problem 2.  “Pivot” 3.  Original business idea is beacon 4.  BMC 5.  More emphasis on Quantitative Methodologies ideas (build) code (Measure) data (learn) under- stand observe ideate prototype test Natalie W. Nixon, Phd | EIA 2015
  12. 12. THE DESIGN LEGACY
  13. 13. “design is the art & science of cutting cubes out of fog”’- -LarryKeely,President,TheDoblinGroup Natalie W. Nixon, PhD c.2015
  14. 14. Sabine Junginer, 
 Design as An Innovation Resource Natalie W. Nixon, Phd | EIA 2015
  15. 15. Adapted from Central Office of Design Natalie W. Nixon, Phd | EIA 2015
  16. 16. Image shared under creative commons license Natalie W. Nixon, Phd | EIA 2015
  17. 17. Natalie W. Nixon, Phd | EIA 2015
  18. 18. WHY DESIGN THINKING?
  19. 19. UCAV WHY? volatile uncertain complex ambiguous www.philau.edu/strategicdesignmba Natalie W. Nixon, Phd | EIA 2015
  20. 20. What is the solution? What is the problem? What is the opportunity? shifts in thinking Natalie W. Nixon, Phd | EIA 2015
  21. 21. new questions to answer… What does movement mean to people today and what do people need? How can we move beyond delivering services, to delivering meaning?... What does ownership mean? How do we make things new and desirable? Natalie W. Nixon, PhD c.2015
  22. 22. functional social emotional Natalie W. Nixon, Phd | EIA 2015
  23. 23. Natalie W. Nixon, Phd | EIA 2015
  24. 24. Romare Bearden’s Jazz Village
  25. 25. Natalie W. Nixon, Phd | EIA 2015
  26. 26. 7 PRINCIPLES WHEN LEADING WITH DESIGN THINKING…
  27. 27. 1.  START WITH PEOPLE FIRST Natalie W. Nixon, PhD c.2015
  28. 28. Natalie W. Nixon, Phd | EIA 2015
  29. 29. Natalie W. Nixon, Phd | EIA 2015
  30. 30. Natalie W. Nixon, Phd | EIA 2015
  31. 31. 2. WORM’S EYE VIEW RULES.! Natalie W. Nixon, PhD c.2015
  32. 32. Natalie W. Nixon, Phd | EIA 2015
  33. 33. Natalie W. Nixon, Phd | EIA 2015
  34. 34. Natalie W. Nixon, Phd | EIA 2015
  35. 35. Natalie W. Nixon, Phd | EIA 2015
  36. 36. 3. FAILURE IS AN OPTION! Natalie W. Nixon, PhD c.2015
  37. 37. DRAFT- December 8, 2011 Natalie W. Nixon, Phd | EIA 2015
  38. 38. Natalie W. Nixon, Phd | EIA 2015 Creative Velvet Alliance (Estonia)
  39. 39. 4. STORY IS A STRATEGIC TOOL." Natalie W. Nixon, Phd | EIA 2015
  40. 40. DOVE’S REAL BEAUTY SKETCHES Natalie W. Nixon, Phd | EIA 2015
  41. 41. TAIWAN BANK Natalie W. Nixon, Phd | EIA 2015
  42. 42. 5. PROBLEM-FRAMING IS PRIORITIZED." Natalie W. Nixon, PhD c.2015
  43. 43. 3 •  HOW DO WE GET PARENTS TO BUY MORE TOYS? •  HOW DO WE SELL MORE SHAVERS? •  WE’VE GOT TO INCREASE OUR MARKET SHARE IN LAMPS. •  How do kids play? •  Why are men shaving today? •  What is illumination? Natalie W. Nixon, Phd | EIA 2015
  44. 44. Ellen Di Resta, 2007 Natalie W. Nixon, Phd | EIA 2015
  45. 45. 6. BRILLIANCE COMES FROM THE MARGINS! Natalie W. Nixon, PhD c.2015
  46. 46. Natalie W. Nixon, Phd | EIA 2015
  47. 47. Natalie W. Nixon, Phd | EIA 2015
  48. 48. 7. PROTOTYPE & EXPERIMENT Natalie W. Nixon, PhD c.2015
  49. 49. Natalie W. Nixon, Phd | EIA 2015
  50. 50. ① You Start With People First, And Their Needs. ② Worm’s Eye View Rules. ③ Failure Is An Option ④ Story Is A Strategic Tool. ⑤ Problem-Framing Is Prioritized. ⑥ Brilliance Comes From The Margins ⑦ Prototypes & Experiments Are The Root Of Innovation. Natalie W. Nixon, PhD c.2015
  51. 51. Thank You!! !Natalie W. Nixon, PhD! @natwnixon nixonn@philau.edu! Editor:! StrategicDesignThinking:" InnovationinProducts,Services,ExperiencesandBeyond! Natalie W. Nixon, Phd | EIA 2015

×