Design thinking + human centered design

1. Business Leadership
Program
Aug 4

2. IQC 2015
Day 2:
Creating Innovative
Ideas 2

3. Recap Day 1
•Markets
–Perfectly Competitive
–Monopoly
–Oligopoly
–Organizational Definitions (For Profit, Not for Profit, Coop, Charity)
•Innovation
–Incremental
–Disruptive

5. Problem
“If I were given one hour to save the planet, I would
spend 59 minutes defining the problem and one
minute resolving it,” Albert Einstein
HBR Article: Are You Solving the Right Problem Dwayne Spardlin, September 2012

6. Start With Humans not Technology
● Intimately and deeply know the customer segments
● Understand what the problem is and why it exists
● Get out and talk to people to show them what you are
working on, to see human behavior and reactions
“There are no facts inside your building. Everything you
want to know is outside the building.” - Steve Blank

7. What problem are you solving?
What job
needs to
be solved?

8. Difficult problems have typical characteristics
(D. Dorner & J. Funke)
● Lack of clarity of the situation
● Multiple goals
● Lots of variables (dependent and independent)
● Time constraints

9. Backcasting:
Solving Problems from Looking into the Future

12. Design Thinking
Problem solving with
empathy

13. What is Design Thinking?
Combining empathy for the context of a
problem, creativity in the generation of insights
and solutions, and rationality in analyzing and
fitting various solutions to the problem context.

14. Human Centred Design
● Design with people not for people
● Improves the future
● A method to improve how to solve problems
● Accelerates innovation
● Allows for outside of the box thinking

15. Solving Problems with Design Thinking
Design is human centered
–Understand culture and context
Learn by doing
–Build in order to think – prototype – fail fast
Be an active participant – design with not for
–Tell stories
Design has moved beyond the “creatives”
–It is a new tool for problem solvers
–Existing solutions are becoming obsolete

16. Be Your Own User
● How you look at a customer experience as a
company is very different than the
experience as a customer.
What I hear I forget. What I see I remember.
What I do I understand.

18. Design Thinking Process

21. There are many approaches to solve a problem
•Brainstorming: lots of ideas developed in a group with one chosen solution
•Divide and Conquer: breaking down into smaller problems
•Hypothesis Testing: making assumptions about a solution and trying to prove
the explanation
•Reduction: Transforming to another problem into another problem for which a
solution exists
•Research: employing existing ideas or adapting existing solutions to similar
problems
•Root Cause Analysis: identifying the cause of a problem
•Trial and Error: testing possible solutions until you find the right one

22. What will education look like in 2055?
● Individually illustrate your ideas
● Break into groups of 3, share your ideas and
find common patterns
● Present your ideas to the group
Remember to think about your users, their wants, perspective and
emotions and how your group’s future vision for education ties into it.

23. What will education look like in 2055?
What are they questions to ask yourself?
● What are they key trends?
● To achieve the trends what are the roads or “paths” to get
there?
● What are the key opportunities in getting there?
● Think about what market you are playing in, and in what
country(s)
● Can you be inspired by an analogy in other industries?

24. How will we get there?
Is it viable?
Is it feasible?
Is it desirable?

25. What does the future look like?

26. What's the minimal way to get a
point across to validate and then sell
a product or idea?

27. 10 Key Points in Design Thinking
1. Make ideas tangible as soon as possible
2. Start simple
3. Iterate in real time
4. Make products look real in digital format
5. Present a reality for you (what’s actually feasible)
6. Pre-warm up the market (prototypes, crowdsourcing)
7. Build to think and launch to learn
8. You can prototype everything
9. Prototype the business canvas for a business model
10.Test the value proposition on Google adwords

28. Creating Innovative Solutions with a Human
Centred Approach
Learn about the world.
Have some ideas.
Make those ideas real.

29. A little story of how design with
people and communities in mind can
change the world