These slides were part of a 30 minute presentation. The focus was on creating common (design thinking) ground between design, marketing and sales people inside a company.
These slides include a bit about me but mostly function as a backdrop I refer to during my oral presentation.
I do not read my slides :-)
2. “About Me”
1969
Love For Processes
School
Work
Design Consulting
Design Schools
Service Development
Business Development
1991
1995
stuff about myself
3. “Dodadididoo”
Very Short History Of Design Thinking
What Is Design Thinking
Design Thinking Process
Building Upon Design Thinking
Not Academic Talk
Business And Design Logic
Moving Targets
big picture, no details such as ethnographic research
fast, 24 slides in 30 minutes. A little over 1 minute per slide
no academic talk
goal is to dissect Design Thinking and give a shot at what could be a business opportunity
Show how problems can be seen as opportunities
4. Design Thinking History
MusicArt Architecture
Graphic Design
Industrial Design
Usability
User Centred Design
User Experience Design
Customer Experience Design
Service Design
A Brush Stroke Overview
Ergonomics
Then
Now
Science
there is much overlap in time between the disciplines
there is no real true order and much discussion among academics on what was first and second and so forth: waste of our time
roughly said the world has become more complex and Design Thinking adapts to that in going back and forth between steps and processes
5. You Might As Well…
MusicArtArchitecture
Graphic DesignIndustrial Design
Usability
User Centred Design
User Experience DesignCustomer Experience
Design
Service Design
Put Them Into A Blender
Ergonomics
Science
speaks for itself I hope
6. What They Have In Common
The Building Blocks?
MusicArtArchitecture
Graphic DesignIndustrial Design
Usability
User Centred Design
User Experience Design
Customer Experience
Design
Service Design
Ergonomics
Science
Some
Trying
Some
Inspiration
Some
Doing
What they have in common are 3 building blocks or recurring themes:
you get an idea or request to solve something, this could be an out of the blue idea or based on earlier thoughts or solutions.
you try out some possible solutions and use many tools to find out e.g. what the customer or end user wants, needs, can pay for etc
you test these and build it while using skill, experience, testing tools, usab and what not
7. Various Theories
IdeationImmersion Prototyping
Exploration ExecutionEmpathyExpertise
IdeateDefineEmpathise Prototype Test
IdeationInspiration Implementation
DesignImagine Activate
Point Of View IdeateObserveUnderstand Prototype Test
And More Complex Ones
…… … …… … … … …
Design Sojourn / Brian Ling :Imagine Design Activate
Tim Brown: inspiration ideation implementation
Maurício Vianna et al:Immersion Ideation Prototyping
was this IDEO or did they have 1 more item on the list: Expertise Empathy Exploration Execution
Stanford: Empathise Define Ideate Prototype Test
Plattner et al: Understand Observe Point-of-View Ideate Prototype Test
8. But They All
Outcome
Aim At Some Predictable Outcome
Some
Trying
Some
Inspiration
Some
Doing
all these theories try to help the team to reach a predictable outcome, a product, a service
too much deviation from this predictable outcome could result in unsatisfied customer or end user. However, you could also hit the jackpot.
9. A Side Note
Cultural Bias
Business vs Design
There is a lot of conversation going on about how Design Thinking could be applied to business or engineering or policy forming. I find it a non issue
almost as Design Thinking is already present in these disciplines. It is not as prevalent and some aspects are certainly not much appreciated, such as risk
taking and failing safely.
10. Logic Or Logic Or Logic?
More Or Less
Business Design
Inductive, Through
Observation, That
Something Actually Works...
Deductive, Trough
Reasoning From Principles –
That Something Must Be…
Inductive, Through
Observation, That
Something Actually Works...
Deductive, Trough
Reasoning From Principles –
That Something Must Be…
Abduction: The Logic
Of "What Might Be”
design thinking heavily uses a method of reasoning,
Inductive logic —> reasons from the specific to the general
Deductive logic —> reasons from the general to the specific
Abductive logic –-> the logic of "what might be
source: Jan Schmiedgen
11. Of Course
Innovation
8 Bit Business & Design
Looks Backwards
Looks At The Now
Looks Backwards
Looks At The Now
Speculates &, Dreams
It is not that black and white of course
99.2% is gray
Design Thinking is strong at dealing with the 99,2%
12. But Is It A Process?
There Is A Quasi Order And Logic
Some Trying
Some Inspiration
Some Doing
There is an order in the design thinking process, especially when one starts out with designing it feels as if it is A —> B —> C. But as one progresses an
gets more experience the process becomes more loose. One also notices the ideas and inspiration that pop-up throughout the process. It is in fact how
toddlers learn and how we grow as human beings. Demystified!
13. A Reality Check
There Is No A —> B —> C Order
Some Trying
Some Inspiration
Some Doing
When you look at how a true design process goes you can see, even before Design Thinking was coined, that there can be many iterations and many back
and forths between the iterations.
14. Reality Hurts
Unless You Know What You Are Doing
Some Trying
Some Inspiration
Some Doing
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Integrating Design and Design Thinking into a business poses a few challenges. One is that because of the nature of the process as being non-linear and
looping back to previous steps. An other is the design language. An other one is that a designer can start with an idea and not necessarily needs or even
wants a brand or market definition or description
15. And As If That
There Is An Evolving World Out There
Was not enough…
16. The World Around Us Changes
And The Outcome Keeps Requiring Changes
Outcome
Technology
Culture
Economy
Environment
Outcome
Some Trying
Some
Inspiration
Some Doing
but even when a designer and Design Thinking is accepted within an organisation we need to get the work done. Projects take time and reality hits us
when we realise that the desired outcome we set at the beginning is less relevant as we hoped for. This happens for various reasons: the world around us
changes, the team changes, the customers changes it’s mind and so on.
17. No Outcome Or?
Open Ended-Ness (Herbert Simon)
Some TryingSome Inspiration Some Doing
Outcome
Design Is A Process Which Aims To Improve
Existing Environments Into Preferred Ones
The Result Has To Be Open And Evolving, One Without Final
Goals
theory from the 60s
18. And How Would You Call This?
Wicked Problems (Horst Ritte)
Some TryingSome Inspiration Some Doing
Unique, Ambiguous And Has No Definite Solution
Each ‘Wicked’ Problem Is Entirely Unique And So Too Is The
Process
One Problem Opens Up A Whole New Set Of Problems Which Can
Never Achieve A Finite ‘True Or False’ Solution
some more theory from 60s
20. Different Scales
In Outcome And Complexity
System
Service
Object
divide for speaking purposes the world of outcomes into 3 realistic categories
system is large, complex, multiple technologies, can be across time and space, often multiple cultures, multiple design processes (but bear in mind what
they have in common and focus on that). Then there is a scaling down towards “Object” which in this context means e.g. an interior project, graphic
design and that kind of (and they are valuable!).
21. As Iteration, Improvement And Innovation
Builds On Top Of Previous Outcomes
Outcom
e
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Towns And Provinces
Companies And Networks
interesting areas for design thinking are large scale projects and problems. Town and Provinces are good example. They need continuity and are long
term, this in contrast to next quarter company mentality.
However, companies and networks can be an interesting market too as we only now begin to see the impact of a networked society and there is so muc
more to explore.
we can imagine new forms of business where there are networked partnerships and the vision is long term but actions can be ad hoc
22. Outcom
e
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
And Our Customers Want To Survive
We Offer Them COMPANY ABC Thinking
Some Trying
Some Inspiration Some Doing
Some Trying
Some Trying
Some Inspiration
Some Doing
Some Inspiration
Some Doing
In essence a customer wants to continue, if possible with profit, if possible with good image, if possible with prestige and so on and so forth. Design
thinking can be woven inside a corporate culture.
23. Outcom
e
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Turn Problems Into
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A Big Vision €
COMPANY ABC Thinking
If we agree that Design Thinking is a fuzzy process but that we all have the ability to do that. And that the project outcome changes. And, that an
outcome could be a compilation of previous half and fully matured outcomes, we see nothing is truly linear and straightforward. So my suggestion is to
consider Design Thinking as a tool to deal with this fuzziness and to show the customer that this apparent chaos is what can be controlled and benefitted
from.
24. Outcom
e
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Outcome
Right Team And Attitude
Can Fail
Hands On
Dreamer
Wide InterestsIntuition
Brave
Structured
Improvising
Curious
COMPANY ABC Thinking
this does mean the team and management understand the processes involved and at the same time sets boundaries. HR people needs to reconsider the
reward system and the hiring strategy and look at specific qualities of the people so that everyone feels at ease with the processes.
25. Take Away…Design Thinking
COMPANY ABC Thinking
Is Fuzzy
Is Creative
Uses Intuition
Can Be An Asset
Can Create New Business
Allow It To Evolve