Theory of New Product Development with Design Thinking

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Introduction to human-centered design, or design thinking. Presentation from workshops on new product development and management that I teach.

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Theory of New Product Development with Design Thinking

  1. 1. New Product Development with Design Thinking Greg Piechota Lecture 01: Introduction Workshop 2015
  2. 2. GE Engineer Doug Dietz
  3. 3. MRI scanner Doug’s newest baby
  4. 4. First client Children’s hospital of Pittsburgh
  5. 5. San Francisco Entry to the Silicon Valley Let’s listen
  6. 6. Stanford University Mekka of the techies
  7. 7. d.school Design Thinking workshop
  8. 8. David Kelley Secret of creativity
  9. 9. Creative confidence Source of Doug’s story
  10. 10. Design Thinking process as developed 
 by David Kelley IDEATE PROBLEM MARKET 1 3 DEFINE PROTOTYPE 4 EMPATHISE 2 5 TEST
  11. 11. New? Reframing, radical collaboration, prototyping
  12. 12. Pirate Island New MRI & CT scan experience
  13. 13. Watch for yourself
  14. 14. What’s Design Thinking? Process Experienced-based, user-centered. Based on research, prototyping, iteration Culture Multidisciplinary teams, fluency trained, semantically aligned Big idea New perspective on value. Builds a competetive advantage, requires focus from management
  15. 15. Assumptions & insights of Design Thinking Creativity is not magical. Everyone can create At start focus on need finding rather than rushing to find a solution Bias toward action: prototyping and testing Don’t work on your problem but people's
  16. 16. Hierarchy of needs by Abraham Maslow SELF- ACTUALISATION: CREATIVE ESTEEM: PRESTIGE, FEELING OF ACCOMPLISHMENT BELONGINGS AND LOVE: INTIMATE RELATIONSHIPS, FRIENDS SAFETY: SECURITY, FEELING SAFE PHYSIOLOGICAL: FOOD, WATER, WARMTH, REST
  17. 17. Product vs. needs SELF- ACTUALISATION: CREATIVE ESTEEM: PRESTIGE, FEELING OF ACCOMPLISHMENT BELONGINGS AND LOVE: INTIMATE RELATIONSHIPS, FRIENDS SAFETY: SECURITY, FEELING SAFE PHYSIOLOGICAL: FOOD, WATER, WARMTH, REST
  18. 18. User centered design Long history
  19. 19. –Henry Dreyfuss, 1955 „Design is a process — an intimate collaboration between engineers designers and clients… If people are made safer, more efficient, more comfortable — or just plain happier — by contact with the product, then the designer has succeeded.”
  20. 20. –Victor Papanek, 1973 „The only important thing about design is 
 how it relates to people… Design must be an innovative, 
 highly creative, cross-disciplinary tool responsive to the needs of men… It must be more research-oriented, 
 and we must stop defiling the earth itself 
 with poorly designed objects and structures.”
  21. 21. –Don Norman, 1988 „Designers know too much about their product to be objective judges: the features they have come to love and prefer may not be understood or preferred by the future customers…
 It’s not enough that we build products that function. We also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty to people’s lives.”
  22. 22. –Tom Kelley, 2001 “You cannot win the game just by having better engineers or marketers than the people down the street. You can’t win. Someone is always going to come along who is better. The magic is at the intersection between anthropology and engineering and marketing or whatever, where you cluster things 
 in a different way, and you say, 
 ‘Hey, here is something people need that they didn’t know they needed.’”
  23. 23. –Tom & David Kelley, 2014 „Most people are born creative. As children, we revel in imaginary play, ask outlandish questions, draw blobs and call them dinosaurs. But over time, because of socialization and formal education, we learn to be warier of judgment, more cautious, more analytical. The world seems to divide into ›creatives‹ and ›noncreatives‹. And yet we know that creativity is essential to success in any discipline or industry.”
  24. 24. Innovation
  25. 25. Innovations in the business world
  26. 26. pracowników brany nowych technologii we Wrocawiu Printers 3D From $40K (2007) to $300 US (2014)
  27. 27. Drones From $100K (2007) to $30 (2014)
  28. 28. Neurocontrolers From $4000 (2006) to $70 (2014)
  29. 29. DNA sequencing From $100M (2000) to $1000 (2014)
  30. 30. Makers movement
  31. 31. Product life cycles User segmentation by Rogers (1962) User segmentation by Downes, Nunes (2014)
  32. 32. Manager’s dilemma This is how technologies change This is how organisations change ?
  33. 33. S&P 500 companies life cycle YearsinS&P500 Forecast
  34. 34. Years to $1 billion market cap Years Company (year of foundation)
  35. 35. The50MostInnovative CompaniesbyBoston ConsultingGroup
  36. 36. The50MostInnovative CompaniesbyBoston ConsultingGroup
  37. 37. Warsaw, Poland 25 years of freedom San Francisco Entry to the Silicon Valley
  38. 38. At Facebook Sign a chirograph to enter
  39. 39. At Facebook A city behind the wall
  40. 40. 21st century Assembly line in cubicles
  41. 41. Oce 24/7 Work / Learning / Entertainment
  42. 42. In the kitchen Lots of food. Healthy one too
  43. 43. Ecosystem Place, staff, capital, support
  44. 44. Cell division Fairchild > Intel > AMD & others First integrated circuit 1959 First microprocessor 1971 IBM 5150 personal computer 1981
  45. 45. Robert Noyce as a rebel Multidisciplinary teams, meritocracy, networks
  46. 46. Alan Mutter as a mentor Scientist, blogger, entrepreneur, investor
  47. 47. Richard Gingras as a role model Serial innovator, life-long learner
  48. 48. No inferiority complex Global focus, reach
  49. 49. CultureLearn,biastoward action,experimentation
  50. 50. Innovation User-centered, design-driven, platform-based
  51. 51. Design process at Apple Jobs’ insight, design safaris, prototyping, role of research
  52. 52. Questions How innovative 
 are your companies?
 What’s the culture?
  53. 53. Questions? Grzegorz_Piechota@harvard.edu Nieman fellow, Harvard University Board member, INMA Innovation Lab editor. Gazeta Wyborcza

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