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What is Design Thinking and Why Do Content Teams Need It?


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“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” — Tim Brown, President and CEO, IDEO

Walk through the mindset, the process, and to how to leverage the design thinking methodology to create a content strategy that maximizes value and engagement for your audiences.
This presentation was given at Information Development World on May 15, 2017

Published in: Marketing
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What is Design Thinking and Why Do Content Teams Need It?

  1. 1. What is Design Thinking and Why Do Content Teams Need it? Michelle Killebrew | May 15, 2017
  2. 2. Michelle Killebrew @shellkillebrew Chief Marketing Officer, Nomiku Marketing Maven (B2B & B2C) Digital Transformation Marketing Technologist
  3. 3. IBM Design Research
  4. 4. Design thinking is an essential tool for simplifying and humanizing.
  5. 5. IDEO: Why Design Thinking? What? Design Thinking is a methodology for creating or improving products, services and experiences grounded by the needs of the user rather than the whims of the creator. Developed by IDEO, taught at the Stanford Who? IDEO, GE, IBM, Capital One, Fidelity, Intuit, SAP, Liberty Mutual, Lego, Con Agra, Lowes Hardware, AirBnB, YOU! Why? Empathy drives innovation. Source: IDEO
  6. 6. Order from Chaos
  7. 7. A Framework for Design Thinking Continuous improvement and optimization of the solution is a critical aspect for the success of Design Thinking.
  8. 8. 5 Common Steps for Design Thinking 1) Empathize – understand users 2) Define – problem 3) Ideate – solution 4) Prototype – build solution 5) Test – test and iterate Image: Datanami
  9. 9.
  10. 10. • Research • Learn • Understand The audience for whom you are designing solutions for. Empathize Image: IBM Lab
  11. 11. Source: IDEO, Image: Ashesi Design Lab Clarify the problem, to understand what needs to be solved. From product to service, clarity on a problem is critical because it will lead to what IDEO refers to as the POV (Point of View) statement. Define
  12. 12. Image: IBM Lab
  13. 13. Source: IDEO, Image: Image: AdWeek • Brainstorm • Blue-sky ideas • Think ‘out of the box’ This helps reduce fear of failure in the participants and encourages input and participation from a wide variety of sources in the ideation phases. Ideate
  14. 14. Source: Cindy Royal, Image: Image: Altitude In • Getting ideas into the physical world • Allow people to interact • Evaluate multiple options • Fail quickly and cheaply Prototype
  15. 15. • Can be anything: • Wall of post-its • Role playing • Object Prototype • Interface • Storyboard Source: Cindy Royal, Image: GE Digital
  16. 16. Source: IDEO, Image: Image: AdWeek • Gain feedback on solutions • Refine solution • Learn more about users • Refine your POV Iterate. Iterate. Iterate. Test
  17. 17. Image: Stanford D.School The Basic Questions Every Writer Should Ask
  18. 18. Design39Campus