2. What is Design?
3. Key Elements of Design Thinking
4. Why Design Thinking?
5. The How (Tools & Methods)
6. Future State - Where things are going
7. Design Resources
3. Personas – Who are You?
1. New to Design Thinking – Skeptical about “touchy feely” aspects of
• Minimal or no experience with Agile methodology
• Worried design will drive up cost and schedule risk on projects
2. Wants to control “Scope Creep” & deliver products that delight the
• Experienced PM who manages complex projects where
requirements are vague or not known at the start of a project
• Waterfall methodologies have not provided 100% success in the
3. Wants to apply human-centered design to her organization’s projects
• Open to applying new thinking to product or service delivery
• Her organization is supportive of embedding Design Thinking into
the business as a strategy for innovation
7. The Need for Design Thinkers
Design thinking has emerged as a major trend for how innovative organizations
are approaching problem solving.
Design thinking encourages innovative solutions by drawing on approaches from
engineering and design and combining them with ideas from the arts, social
sciences, and the business world.
For Project Managers, Design it is particularly significant for exploring and then
narrowing the scope of requirements for a project in a way that generates non-
typical solutions to a challenge.
Source: TwentyEighty Strategy Execution, Inc.
12. “ Design is not a one-shot vaccine;
it’s an ‘innovation fitness program’ that puts
an organization on top of its game.
It is not an ‘event’, it is a way of thinking,
communicating and doing every day. ”
THE ROTMAN SCHOOL OF BUSINESS,
UNIVERSITY OF TORONTO
What is Design
13. Design is not just
something layered on
at the end. It’s not
lipstick on a pig.
14. Good Design is about building the right thing,
not just making things look pretty.
24. Design is a cross-cutting product development
activity that should be top to bottom.
Project Managers should not run from Design,
they should be driving it.
25. “Design Thinking is the creative and
systematic approach to problem
solving by placing the user at the
center of the experience.”
Prof. Anthony Mayo
HARVARD BUSINESS SCHOOL
26. Design Drives Business Value
Over the past 10 years,
outperformed the S&P 500
Index by 219%.
Source: The Design Management Institute (DMI)
27. Design Helps to Mitigate Risk / Failure
Source: Accenture and CEA 2011
of returned consumer electronic products have no defects…95%
worked properly but didn’t meet customers expectations.
(They either thought it was broken or it did not work properly.)
In 2011, this represented a $17 billion problem in the U.S. alone.
28. Design Reduces Overall Development Costs
AUTHOR OF “PRINCIPLES OF SOFTWARE ENGINEERING MANAGEMENT” (1988)
29. Design Promotes Interdisciplinary Collaboration
these key disciplines
Effective teamwork requires a
common language and set of
methods and principles that
everyone can participate in.
30. The Cost of Design is Not All That High
Source: Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of the finding of usability problems,“ Proceedings
of ACM INTERCHI'93 Conference (Amsterdam, The Netherlands, 24-29 April 1993), pp. 206-213.
32. Design Thinking is not magic. There is rigor to it.
You can learn it. You can practice it, you can get
better at it.
Design is a set of tools to solve problems.
33. “Design Thinking stresses the need
to rapidly prototype the solution so
that the designers can get feedback
as quickly as possible.”
Prof. Sarah Soule
STANFORD GRADUATE SCHOOL OF BUSINESS
35. There are Many Models of Design
Source: Stephanie Gioia, Director of Consulting, XPLANE, inc.
36. Stanford Design School Process
No single process or toolkit serves every case. Design
has as variety of processes and tools that people
customize to serve their needs.
The five step process from the Stanford Design School
is a model that is broadly used and has proven value.
Source: Stanford University Institute of Design
37. As a Project Manager, you need to understand
whatever design process you are using and
account for it.
39. The Future – Applying Design to PM Practice
There are softer, more intangible benefits of Design.
Design provides a toolbox. There are different tools that Project Managers
There are different applications:
• Process improvements
• Stakeholder participation
• Requirements gathering
• Experience design
40. When faced with a tough business challenge --
tackle it as a design problem!
41. Summary of Takeaways
1. The future of Project Management is deeply linked with Design.
2. Design Thinking encourages a more strategic approach to Project Management.
3. Good Design is about building the right thing, not just making things look pretty.
4. Good Design is about problem solving.
5. Even non-designers can do Design.
6. Design is not magic. There is rigor to it. You can practice it, you can get better at it.
7. Project Managers should not run from Design, they should be driving it.
8. Project Managers need to understand whatever Design process they
are using and account for it.