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Social Innovation at IE
Design Thinking
Design	
  Thinking	
  for	
  Social	
  Innova4on	
  
1.  Introduction
2.  Design Challenge & Empathy. Tool 1: Empathy maps...
How	
  might	
  we	
  provide	
  drinkable	
  water	
  to	
  
low	
  income	
  rural	
  communi4es?	
  
How	
  might	
  we	
  provide	
  non-­‐financial	
  
services	
  to	
  our	
  microfinance	
  users?	
  	
  
How	
  might	
  we	
  provide	
  premature	
  baby	
  
incuba4on	
  solu4ons	
  to	
  the	
  BoP?	
  	
  	
  	
  	
  	
  
o Higher Price -
transportation
Beyond anecdotes…
Credit: Flickr user MeanestIndian (used under CC license)
Base of the Py...
Base	
  of	
  the	
  Pyramid	
  as	
  a	
  Market	
  
Theore4cal	
  Pareto	
  Efficiency	
  
Fron4er	
  
(Given	
  technology,	
  c.p.)	
  
Income	
  at	
  the	
  
Top	
  of	
  t...
Income	
  at	
  the	
  
Top	
  of	
  the	
  
Pyramid	
  
Income	
  at	
  the	
  
BoMom	
  of	
  the	
  
Pyramid	
  
0	
  
...
The	
  path	
  we’re	
  about	
  to	
  walk	
  
Blurry beginning Traditional design process
The	
  path	
  we’re	
  about	
  to	
  walk	
  
Explore
What	
  are	
  we	
  going	
  to	
  need	
  to	
  walk	
  this	
  path?	
  
•  Different	
  Processes	
  
	
  	
  	
  	
  T...
Customer	
  Driven	
  Innova4on	
  
• Mul4disciplinary	
  Teams	
  
•  Dedicated	
  Spaces	
  
• Finite	
  Timeframes	
  
Design	
  Thinking	
  
Process	
  
Empathy	
  
Define	
  
Ideate	
  Prototype	
  
Test	
  
Converge	
  vs.	
  Diverge	
  
Focus	
  
Flare	
  
Converge	
  vs.	
  Diverge	
  
Focus	
  
Flare	
  
Empathy	
   Define	
   Ideate	
   Prototype	
   Test	
  
Human Values
(Desirability)
Business
(Viability)
Technology
(Feasibility)
The	
  three	
  lenses	
  of	
  human	
  centere...
Evolu4onary	
   Revolu4onary	
  
Incremental	
   Evolu4onary	
  
New	
  
Offerings	
  
Exis4ng	
  
Offerings	
  
Exis4ng	
  ...
Evolu4onary	
   Revolu4onary	
  
Incremental	
   Evolu4onary	
  
New	
  
Offerings	
  
Exis4ng	
  
Offerings	
  
Exis4ng	
  ...
What	
  next?	
  
1.  Introduction
2.  Design Challenge & Empathy. Tool 1: Empathy maps
3.  Define. Tool 2: Personas
4.  I...
Iden4fy	
  a	
  Design	
  Challenge	
  
	
  	
  	
  	
  Start	
  the	
  design	
  challenge	
  with	
  an	
  ac4on	
  verb...
Iden4fy	
  a	
  Design	
  Challenge	
  
•  How	
  might	
  we	
  empower	
  youth	
  to	
  become	
  
cri4cal	
  thinkers	...
Iden4fy	
  a	
  Design	
  Challenge	
  
•  Recognize	
  exis4ng	
  knowledge	
  
• Iden4fy	
  people	
  to	
  speak	
  wit...
 	
  	
  Empathy	
  is	
  when	
  you	
  feel	
  what	
  
the	
  other	
  person	
  is	
  feeling.	
  
When	
  you	
  can	...
How	
  designers	
  approach	
  empathy?	
  
•  Without	
  judgment	
  
•  With	
  a	
  beginner’s	
  eyes	
  
•  Curious	...
Let’s	
  Prac4ce	
  
Let’s	
  Prac4ce	
  a	
  bit	
  more	
  
Understand	
  the	
  WHOLE	
  experience	
  
Use	
  Empathy	
  Maps	
  
Empathy:	
  Ac4ve	
  listening	
  
Interviews/Story	
  telling	
  
How	
  might	
  we	
  design	
  the	
  
ideal	
  wallet?	
  
The	
  challenge	
  for	
  this	
  exercise	
  
Interviewing	
  with	
  Empathy	
  
Quotes	
  &	
  defining	
  words	
   Thoughts	
  &	
  Beliefs	
  
Ac4ons	
  &	
  Behaviors	
   Feelings	
  &	
  Emo4ons	
  
Empathy:	
  Debrief	
  
What is the most relevant learning you gained from
the empathy exercise?
What	
  next?	
  
1.  Introduction
2.  Design Challenge & Empathy. Tool 1: Empathy maps
3.  Define. Tool 2: Personas
4.  I...
Reframe	
  the	
  point	
  of	
  view	
  
•  A	
  unique,	
  concise	
  reframing	
  of	
  the	
  problem	
  that	
  is	
 ...
Why	
  should	
  I	
  define	
  a	
  user?	
  
Because	
  usually	
  something	
  that	
  tries	
  to	
  
work	
  for	
  ev...
Focus	
  on	
  the	
  user,	
  his/her	
  needs	
  and	
  
insights.	
  
What	
  user	
  will	
  you	
  design	
  for?	
  
Things	
  you	
  need	
  to	
  write	
  to	
  create	
  a	
  persona	
  ...
User/	
  Persona:	
  An	
  example	
  
	
   	
   	
   	
  
Typical	
  user	
  of	
  our	
  supermarket	
  
Name:	
  	
  Em...
Focus	
  on	
  the	
  user,	
  his/her	
  needs	
  and	
  the	
  insights	
  
User	
   Need	
   Insight	
  
Why?	
  
Let’s	
  see	
  an	
  example.	
  Meet	
  Ms.	
  Peterson	
  …	
  
“Ms.	
  Emma	
  Peterson”	
  is	
  being	
  interviewed...
Let’s	
  see	
  an	
  example.	
  Meet	
  Ms.	
  Peterson…	
  
Designer:	
  Could	
  you	
  describe	
  the	
  last	
  4me...
Challenge	
   User/
Persona	
  
Need	
  (verb,	
  
acKon)	
  
Superficial	
  reason	
   Insight	
  
How	
  might	
  we	
  
...
Iden4fy	
  areas	
  of	
  opportunity	
  
How	
  might	
  we…	
  
Build	
  a	
  customer	
  experience	
  that	
  will	
  ...
What	
  next?	
  
1.  Introduction
2.  Design Challenge & Empathy. Tool 1: Empathy maps
3.  Define. Tool 2: Personas
4.  I...
Idea4on	
  Goals	
  
•  Making	
  sense	
  of	
  data	
  
•  Iden4fying	
  paMerns	
  
•  Defining	
  opportuni4es	
  
• Cr...
7	
  Brainstorming	
  Principles	
  
•  Defer	
  Judgment	
  
•  Encourage	
  wild	
  ideas	
  
• Build	
  on	
  the	
  id...
Stay focused and go for
Quantity!
Idea4on:	
  Brainstorming	
  exercise	
  1	
  
Vote	
  using	
  selec4on	
  criteria	
  
“Most likely to succeed”! Place two votes on the ideas that you think most
effec...
What	
  next?	
  
1.  Introduction
2.  Design Challenge & Empathy. Tool 1: Empathy maps
3.  Define. Tool 2: Personas
4.  I...
Fail	
  early	
  &	
  omen	
  
$
Cost of
an
error
Project timeline Launch
Prototype, fail
and learn early
and cheap
Too la...
A	
  prototype	
  will	
  make	
  your	
  ideas	
  real	
  
What does it look like?
How does it work?
How does it feel lik...
Prototype	
  Forms	
  
•  Models	
  
•  Storyboards	
  
•  Role-­‐Play	
  
•  Diagrams	
  /	
  Mindmaps	
  	
  
A	
  few	
  examples	
  
Prototype Finished Product/Service
Elmo’s
iPhone
Application
Kitchen
Nurses at
Keiser
Permanente
...
It’s	
  never	
  easy	
  
You	
  might	
  need	
  many	
  pilots,	
  tests	
  and	
  itera4ons	
  before	
  you	
  come	
 ...
Where	
  can	
  you	
  learn	
  more?	
  
•  IE	
  Business	
  School	
  
•  IDEO.com	
  
•  dschool.stanford.edu	
  
•  r...
Iden4fy	
  a	
  Design	
  Challenge	
  
Iden4fy	
  a	
  Design	
  Challenge	
  
Iden4fy	
  a	
  Design	
  Challenge	
  
“The most interesting part I see in competition is that
it gives people a feeling that they are valued and have
meaning, t...
THANK YOU!
Social Innovation at IE
max.oliva@ie.edu
Design Thinking for Social Innovation at IE
Design Thinking for Social Innovation at IE
Design Thinking for Social Innovation at IE
Design Thinking for Social Innovation at IE
Design Thinking for Social Innovation at IE
Design Thinking for Social Innovation at IE
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Design Thinking for Social Innovation at IE

How might we provide drinkable water to low income rural communities? How might we provide premature baby incubation solutions for the Base of the Pyramid? How might we create a process and culture which enables innovaiton to be at the core of our organization, be it from a social enteprise, a responsible business or a cross collaboration with unlikely allies? We need to re-imagine, re-invent and re-design the way that we do business, the way in which we create and deliver value. Design is too important to be left to designers alone. During this workshop, you will learn the key concepts of Design Thinking with a focus on social innovation, experimenting with collective creativity, and practicing with key tools to apply in future social challenges. Design thinking you can learn at a workshop; it takes a lifetime to master it.

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Design Thinking for Social Innovation at IE

  1. 1. Social Innovation at IE Design Thinking
  2. 2. Design  Thinking  for  Social  Innova4on   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test  
  3. 3. How  might  we  provide  drinkable  water  to   low  income  rural  communi4es?  
  4. 4. How  might  we  provide  non-­‐financial   services  to  our  microfinance  users?    
  5. 5. How  might  we  provide  premature  baby   incuba4on  solu4ons  to  the  BoP?            
  6. 6. o Higher Price - transportation Beyond anecdotes… Credit: Flickr user MeanestIndian (used under CC license) Base of the Pyramid as a Market Item Dharavi Warden Road Premium Credit (annual interest) 600 – 1,000% 12 – 18% 53X Water (per cubic meter) $1.12 $0,03 37 Phone call (minute) $0.04 - $0.05 $0.025 1.8 Diarrhea medication $20.00 $2.00 10 Rice (per kg) $0.28 $0.24 1.2 Source, Prahalad, CK,The Fortune at the Bottom of the Pyramid (p.36)
  7. 7. Base  of  the  Pyramid  as  a  Market  
  8. 8. Theore4cal  Pareto  Efficiency   Fron4er   (Given  technology,  c.p.)   Income  at  the   Top  of  the   Pyramid   Inefficient  Equilibrium  curve     Due  to  Market  Failure   Income  at  the   BoMom  of  the   Pyramid   0   New  Efficiency  Fron4er     Technological  Improvement   NGO   Social  enterprise   addressing   Market  Failure   Social  enterprise   promo4ng   Technological   improvement   Social  Entrepreneurs  pushing  the  fron4er  
  9. 9. Income  at  the   Top  of  the   Pyramid   Income  at  the   BoMom  of  the   Pyramid   0   Redistribu4on  of  Value   (NGO)   Crea4on  of  Value   (Enterprise)   Social  Entrepreneurs  pushing  the  fron4er  
  10. 10. The  path  we’re  about  to  walk   Blurry beginning Traditional design process
  11. 11. The  path  we’re  about  to  walk   Explore
  12. 12. What  are  we  going  to  need  to  walk  this  path?   •  Different  Processes          That  incorporate  both  users  and  crea4ve   tools  and  skills   •  Different  Tools          Observa4ons,  mind  maps,  personas       •  Different  Skills          Divergence,  judgment  delays,   Convergence  
  13. 13. Customer  Driven  Innova4on   • Mul4disciplinary  Teams   •  Dedicated  Spaces   • Finite  Timeframes  
  14. 14. Design  Thinking   Process   Empathy   Define   Ideate  Prototype   Test  
  15. 15. Converge  vs.  Diverge   Focus   Flare  
  16. 16. Converge  vs.  Diverge   Focus   Flare   Empathy   Define   Ideate   Prototype   Test  
  17. 17. Human Values (Desirability) Business (Viability) Technology (Feasibility) The  three  lenses  of  human  centered  design  
  18. 18. Evolu4onary   Revolu4onary   Incremental   Evolu4onary   New   Offerings   Exis4ng   Offerings   Exis4ng  Users   New  Users   Not  all  innova4ons  change  the  world  
  19. 19. Evolu4onary   Revolu4onary   Incremental   Evolu4onary   New   Offerings   Exis4ng   Offerings   Exis4ng  Users   New  Users   Not  all  innova4ons  change  the  world  
  20. 20. What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
  21. 21. Iden4fy  a  Design  Challenge          Start  the  design  challenge  with  an  ac4on  verb   such  as  “Create”,  “Define”,  “Adapt”,  etc.  Or   phrase  the  challenge  as  a  ques4on   star4ng  with:  “How  can...?”  
  22. 22. Iden4fy  a  Design  Challenge   •  How  might  we  empower  youth  to  become   cri4cal  thinkers  and  designers  of  their  own   future?     •  How  might  we  inspire  young  people  to  cul4vate   their  crea4ve  confidence?   •  How  might  we  increase  social  impact  while   enhancing  our  value  proposi4on?  
  23. 23. Iden4fy  a  Design  Challenge   •  Recognize  exis4ng  knowledge   • Iden4fy  people  to  speak  with   •  Who  is  your  end  user?  
  24. 24.      Empathy  is  when  you  feel  what   the  other  person  is  feeling.   When  you  can  mirror  their  expressions,   their  opinions,  their  hopes.   What  is  empathy?  
  25. 25. How  designers  approach  empathy?   •  Without  judgment   •  With  a  beginner’s  eyes   •  Curious   •  Op4mis4c   •  Respec_ul     Expose.  Observe.  Engage  
  26. 26. Let’s  Prac4ce  
  27. 27. Let’s  Prac4ce  a  bit  more  
  28. 28. Understand  the  WHOLE  experience   Use  Empathy  Maps  
  29. 29. Empathy:  Ac4ve  listening   Interviews/Story  telling  
  30. 30. How  might  we  design  the   ideal  wallet?   The  challenge  for  this  exercise  
  31. 31. Interviewing  with  Empathy  
  32. 32. Quotes  &  defining  words   Thoughts  &  Beliefs   Ac4ons  &  Behaviors   Feelings  &  Emo4ons  
  33. 33. Empathy:  Debrief   What is the most relevant learning you gained from the empathy exercise?
  34. 34. What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
  35. 35. Reframe  the  point  of  view   •  A  unique,  concise  reframing  of  the  problem  that  is   grounded  in  user  needs  &  insights   •  Understand  the  experience   •  Iden4fy  user,  reveal  the  needs,  ar4culate   insights     • Reframe  the  problem  into  a  new  point  of  view  
  36. 36. Why  should  I  define  a  user?   Because  usually  something  that  tries  to   work  for  everyone  doesn´t  works  very   well  for  anyone.     Because  if  you  don´t  know  who  you  are   designing  for,  you  won’t  know  what   characteris4cs  are  fundamentally  necessary   and  what  are  merely  a  secondary  benefit.    
  37. 37. Focus  on  the  user,  his/her  needs  and   insights.  
  38. 38. What  user  will  you  design  for?   Things  you  need  to  write  to  create  a  persona   •  Name   •  Age   •  Gender   •  Marital  Status   •  Kids   •  Hobbies   •  Draw  their  face   •  Work/Study   •  Likes/Dislikes   •  Service  context   •  Quotes   •  Personality  traits   •  Goals  
  39. 39. User/  Persona:  An  example           Typical  user  of  our  supermarket   Name:    Emma     Last  Name:     Peterson Age:     75 Profession:     Stay home mom Marital  Status:  Widow Children:     2 daughters, 1 son and 5 grand children Hobbies:     …   Personality  traits:  …   Product/Service  context:     …   Goals  in  life:     …          
  40. 40. Focus  on  the  user,  his/her  needs  and  the  insights   User   Need   Insight   Why?  
  41. 41. Let’s  see  an  example.  Meet  Ms.  Peterson  …   “Ms.  Emma  Peterson”  is  being  interviewed  by  a   designer  trying  to  gather  informa4on  to  design  a   beMer  customer  experience  for  a  supermarket.     Designer:  Ms.  Peterson,  could  you  tell    me  a  liMle   bit  about  yourself?   Ms.  Peterson:  My  name  is  Emma  Peterson,  I’m  75   years  old,  I  was  married  for  35  years  but  my   husband  passed  away  two  years  ago.  I  have  three   children    who  are  grown  ups  now  and  I  have  5   grand  children.   Designer:  What  do  you  come  to  this  supermarket   for?   Ms.  Peterson:  I  come  to  buy  food  and  cleaning   products.     User/Persona   Need  
  42. 42. Let’s  see  an  example.  Meet  Ms.  Peterson…   Designer:  Could  you  describe  the  last  4me  you   came?   Ms.  Peterson:  Sure.  It  was  just  yesterday.  I  woke   up  in  the  morning  and  I  realized  that  although  I   had  a  lot  of  food  in  the  fridge  I  didn’t  have   freshly  baked  bread  which  I  buy  daily.  I  came   down  from  my  home,  which  is  right  around  the   corner  from  here,  got  my  bread  and  returned   home.   Designer:  Why  don’t  you  buy  frozen  bread  that   you  can  bake  at  home?  Wouldn’t  that  be  more   convenient?   Ms  Peterson:  I  guess  so…  But  then  I’d  have   nothing  to  do  in  the  mornings.  Coming  to  the   supermarket  is  a  reason  to  go  out,  get  some   fresh  air.     Insight  
  43. 43. Challenge   User/ Persona   Need  (verb,   acKon)   Superficial  reason   Insight   How  might  we   increase   customer   loyalty  to  a   supermarket?   A  75  year   old  widow   with  2   daughters,   1  son  and  5   grandchildr en   Needs  to   buy  food   and   cleaning   products   To  have  freshly   baked  bread  every   day   Because  she  doesn’t  have  much  to  do   and  she  enjoys  having  one  reason  to  go   out  from  her  house  every  single  day   To  keep  her  family   well  fed  when  they   come  to  visit  her   Because  she  wants  to  feel  that  she  is   s4ll  important  to  her  family.     To  get  first  hand   informa4on  from   the  shop  assistant   about  the  products   ??????   Insights  for  Ms.  Peterson  
  44. 44. Iden4fy  areas  of  opportunity   How  might  we…   Build  a  customer  experience  that  will  make  Ms.  Peterson   feel  that  she  is  s4ll  ac4ve?   Build  a  customer  experience  that  will  make  Ms.  Peterson   feel  that  she  is  s4ll  important  to  her  family  …?   Build  a  customer  experience  that  will  …?  
  45. 45. What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
  46. 46. Idea4on  Goals   •  Making  sense  of  data   •  Iden4fying  paMerns   •  Defining  opportuni4es   • Crea4ng  solu4ons  
  47. 47. 7  Brainstorming  Principles   •  Defer  Judgment   •  Encourage  wild  ideas   • Build  on  the  ideas  of  others   •  Stay  focused  on  topic   • Be  visual   •  One  conversa4on  at  a  4me   •  Go  for  quan4ty  
  48. 48. Stay focused and go for Quantity! Idea4on:  Brainstorming  exercise  1  
  49. 49. Vote  using  selec4on  criteria   “Most likely to succeed”! Place two votes on the ideas that you think most effectively address the challenge" “Most likely to delight”! Place two votes on the ideas that would delight customers the most" “Most breakthrough/ Innovative”! Place two votes on the ideas that are most innovative"
  50. 50. What  next?   1.  Introduction 2.  Design Challenge & Empathy. Tool 1: Empathy maps 3.  Define. Tool 2: Personas 4.  Ideate. Tool 3: Diverge (brainstorming) & converge (selection) 5.  Wrap-Up Empathy   Define   Ideate   Prototype   Test   Focus   Flare  
  51. 51. Fail  early  &  omen   $ Cost of an error Project timeline Launch Prototype, fail and learn early and cheap Too late to fail
  52. 52. A  prototype  will  make  your  ideas  real   What does it look like? How does it work? How does it feel like?
  53. 53. Prototype  Forms   •  Models   •  Storyboards   •  Role-­‐Play   •  Diagrams  /  Mindmaps    
  54. 54. A  few  examples   Prototype Finished Product/Service Elmo’s iPhone Application Kitchen Nurses at Keiser Permanente Hospitals
  55. 55. It’s  never  easy   You  might  need  many  pilots,  tests  and  itera4ons  before  you  come   up  with  the  product  that  fascinates  your  costumers.    
  56. 56. Where  can  you  learn  more?   •  IE  Business  School   •  IDEO.com   •  dschool.stanford.edu   •  rotmandesignworks.ca   •  The  Hub   •  The  art  of  innova4on,  Tom  Kelley   •  Change  by  design,  Tim  Brown  
  57. 57. Iden4fy  a  Design  Challenge  
  58. 58. Iden4fy  a  Design  Challenge  
  59. 59. Iden4fy  a  Design  Challenge  
  60. 60. “The most interesting part I see in competition is that it gives people a feeling that they are valued and have meaning, that they are as capable, as gifted and as talented as anybody else…” Paul Kagame, President of Rwanda
  61. 61. THANK YOU! Social Innovation at IE max.oliva@ie.edu

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