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Driving sustainable innovation in supply chains through design thinking

From the Sustainability Theater at MODEX 2020, CHEP presents "Driving sustainable innovation in supply chains through design thinking"

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Driving Sustainable
Innovation in Supply Chains
Through Design Thinking
Presented by:
Brandon D’Emidio
Mohammad Ansari
Your Logo Goes
Here!
How do we make teethWho else makes whites
Framing Problems
Restate question to inspire new ways of thinking and expand the current range of vision
Decrease luggage time toReduce customer wait time at
baggage claim?
Framing Problems
Restate question to inspire new ways of thinking and expand the current range of vision
Increase the actual speed ofReduce perception of speed for
the elevator?
Past Success → Future Failure
Reposition to make the existing more resilient while simultaneously creating tomorrow’s growth
engine
How do we make teeth
Speed Adaptability
Market
Shifts
New Services
New
Technology
New
Processes
New
Products
Frame
Problem
Ideate
Concept
Iterate
Solution
?
How do we make teethWho else makes whites
whiter without using
abrasives or bleach?
Ideating Concepts
Solutions are built from hundreds of smaller insights, which can come from literally anywhere
?
How do we shake off the fat
without destroying the
chips?
Ideating Concepts
Solutions are built from hundreds of smaller insights, which can come from literally anywhere

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Driving sustainable innovation in supply chains through design thinking

  • 1. Driving Sustainable Innovation in Supply Chains Through Design Thinking Presented by: Brandon D’Emidio Mohammad Ansari Your Logo Goes Here!
  • 2. How do we make teethWho else makes whites Framing Problems Restate question to inspire new ways of thinking and expand the current range of vision Decrease luggage time toReduce customer wait time at baggage claim?
  • 3. Framing Problems Restate question to inspire new ways of thinking and expand the current range of vision Increase the actual speed ofReduce perception of speed for the elevator?
  • 4. Past Success → Future Failure Reposition to make the existing more resilient while simultaneously creating tomorrow’s growth engine How do we make teeth Speed Adaptability Market Shifts New Services New Technology New Processes New Products Frame Problem Ideate Concept Iterate Solution
  • 5. ? How do we make teethWho else makes whites whiter without using abrasives or bleach? Ideating Concepts Solutions are built from hundreds of smaller insights, which can come from literally anywhere
  • 6. ? How do we shake off the fat without destroying the chips? Ideating Concepts Solutions are built from hundreds of smaller insights, which can come from literally anywhere
  • 7. Technology Leaders Designed a new game in which they owned all the pieces and then convinced the world to play baggage claim?
  • 8. Iterating Solutions Assumptions limit innovation - important to make things more explicit or test hypotheses before believing them Value Cost Risk Traditional Value Cost Iterative
  • 9. Time to Adoption Introducing new solutions, while safeguarding customer relevancy Problem Ideation Iteration Feedback Optimal Problem Ideation Feedback Slow Progress Problem Iteration Feedback Anxiety Ideation Iteration Feedback Confusion Problem Ideation Iteration Low Value Design Thinking Problem Ideation Iteration Feedback
  • 10. Design Thinking Process Framework is nurturing - doesn’t encourage failure, but iterative nature recognizes that it’s rare to get things right the first time Empathize Define Ideate Prototype Test Problem Background Background Challenge Challenge Concept Design Design SolutionConcept
  • 11. Test + Learn Over planners spend a lot more money to learn that they may be wrong - Ready, fire, aim > Ready, aim, fire Conventional Thinking vs Design Thinking ‘learn + test’ ‘test + learn’ 1. Research market to uncover insights 2. Develop and test solutions Flawless Planning Avoid Failure Rigorous Analysis Presentations Customer Research Periodic Thinking 1. Design prototypes using empathy 2. Test prototypes to uncover insights Trial and Error Fail Fast Rigorous Testing Experimentations Customer Immersion Continuous Doing
  • 13. Tools for Empathy Understand the unsaid and provide a solution that wasn’t even known to be needed Customer Journey Map Jobs to be Done
  • 14. Design Thinking Quicker customer adoption, while minimizing time and cost risk to business Frame to ask the best question for better solutions Ideate with different functions to drive breakthroughs Iterate and focus on problem (not solution) to limit bias Immerse customer to de-risk solution Empathize Define IdeatePrototype Test
  • 15. For more information: Speaker email: brandon.demidio@chep.com Speaker #2 email: mohammad.ansari@brambles.com website: www.chep.com