"Design Thinking" described in a few slides.

1. Design Thinking: The Essentials
© 2012, Sato+Partners, LLC www.satopartners.com

2. Design Thinking: What’s it good for?
What we What we
Know
Don’t Know
If the answer to a question is
“that depends”, then using a Conventional
Design Thinking approach We Know
Decision-Making
will be helpful.
The more context-dependent
a response is, the more Design
beneficial it is to use Design We Don’t Thinking
Thinking. Know
© 2012, Sato+Partners, LLC www.satopartners.com

3. Design Thinking: Why it works
Design Thinking is essentially What we What we
structured trial and error – refined Know
Don’t Know
over the years to be as efficient as
possible borne out of the need to
include non-rational (aesthetics, Conventional
We Know
Decision-Making
emotions, etc.) factors in decision-
making.
Iteratively hypothesizing and
prototyping helps the decision- Design
maker to: We Don’t Thinking
Know
• Realize what they needed to
know but don’t know
• Discover what they don’t know
• Validate what they do know and
their ideas
© 2012, Sato+Partners, LLC www.satopartners.com

4. Design Thinking: What it does
Reflect
• Addresses complex, dynamic, “fuzzy” Reason
challenges
• Blends and prioritizes rational (left-
brain) and non-rational (right-brain) Frame Conceive
factors
• Relies on understanding actions not Know Intent Make
words Hypothesize Discover Resolve Evaluate
• Triangulates relevance with reliability
for better decisions Iterate
• Is integrative, multidisciplinary, Validate
iterative, collaborative, adaptable,
scalable, visual Act
• Complements conventional decision-
making
Builds on: Charles Owen Design Process Newsletter, Institute of Design, 1993
© 2012, Sato+Partners, LLC www.satopartners.com

5. Steve Sato
Sato+Partners
Thank you Bridging Business & Design
Steve@SatoPartners.com
+1.360.901.1530
www.satopartners.com
We have extensive experience in using Design Thinking to help companies grow
and compete through customer experience, design and innovation by bringing:
• best design practices to business
• best business practices to design
Please contact us with your challenge