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Introduction to Design Thinking

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Design thinking: an overview
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Introduction to Design Thinking

[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]

Design Thinking is 'outside the box' thinking. It allows everyone to use creative tools to address a vast range of challenges. The process is action-oriented, embraces simple mindset shifts and tackles problems from a new direction.

Some of the world's leading brands, such as Apple, Nike, Starbucks and GE have rapidly adopted the design thinking approach. What's more, design thinking is being taught at leading universities around the world, including Stanford, Harvard and MIT.

Design Thinking encourages organizations to focus on the people they are creating for, which leads to better products, services, and internal processes. The framework is fully compatible with analytical problem solving approaches.

This introductory presentation provides useful information for management and staff who are new to Design Thinking and are interested to learn more about its benefits and applications.

Learning Objectives

​1. Gain knowledge on the key concepts of Design Thinking
2. Understand the mindsets and methodology of Design Thinking
3. Identify best practices and transforming your organization

Contents

1. Key Concepts of Design Thinking

2. Design Thinking Mindsets
2.1  Focus on Human Values
2.2  Show Don't Tell
2.3  Craft Clarity
2.4  Embrace Experimentation
2.5  Be Mindful of Process
2.6  Bias Toward Action
2.7  Radical Collaboration

3. Design Thinking Methodology
3.1  Empathize
3.2  Define
3.3  Ideate
3.4  Prototype
3.5  Test

4. Best Practices & Transforming Your Organization

To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations

[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]

Design Thinking is 'outside the box' thinking. It allows everyone to use creative tools to address a vast range of challenges. The process is action-oriented, embraces simple mindset shifts and tackles problems from a new direction.

Some of the world's leading brands, such as Apple, Nike, Starbucks and GE have rapidly adopted the design thinking approach. What's more, design thinking is being taught at leading universities around the world, including Stanford, Harvard and MIT.

Design Thinking encourages organizations to focus on the people they are creating for, which leads to better products, services, and internal processes. The framework is fully compatible with analytical problem solving approaches.

This introductory presentation provides useful information for management and staff who are new to Design Thinking and are interested to learn more about its benefits and applications.

Learning Objectives

​1. Gain knowledge on the key concepts of Design Thinking
2. Understand the mindsets and methodology of Design Thinking
3. Identify best practices and transforming your organization

Contents

1. Key Concepts of Design Thinking

2. Design Thinking Mindsets
2.1  Focus on Human Values
2.2  Show Don't Tell
2.3  Craft Clarity
2.4  Embrace Experimentation
2.5  Be Mindful of Process
2.6  Bias Toward Action
2.7  Radical Collaboration

3. Design Thinking Methodology
3.1  Empathize
3.2  Define
3.3  Ideate
3.4  Prototype
3.5  Test

4. Best Practices & Transforming Your Organization

To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations

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Introduction to Design Thinking

  1. 1. © Operational Excellence Consulting. All rights reserved. DESIGN THINKING An Approach To Creative Problem Solving
  2. 2. © Operational Excellence Consulting LEARNING OBJECTIVES 2 Gain knowledge on the key concepts of Design Thinking Identify best practices and transforming your organization Understand the mindsets and methodology of Design Thinking NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg
  3. 3. © Operational Excellence Consulting CONTENTS 3 KEY CONCEPTS OF DESIGN THINKING 01 DESIGN THINKING MINDSETS 02 DESIGN THINKING METHODOLOGY 03 BEST PRACTICES & TRANSFORMING YOUR ORGANIZATION 04
  4. 4. © Operational Excellence Consulting 4 WHAT IS DESIGN THINKING? Source: IDEO Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. Tim Brown, IDEO “ ”
  5. 5. © Operational Excellence Consulting 5 DESIGN THINKING IS ‘OUTSIDE THE BOX’ THINKING Design thinking is an approach for creative problem solving.
  6. 6. © Operational Excellence Consulting AN EXAMPLE OF PROBLEM SOLVING: THE ENCUMBERED VS. THE FRESH MIND 6 Some years ago, an incident occurred where a truck driver tried to pass under a low bridge. But he failed, and the truck was lodged firmly under the bridge. The driver was unable to continue driving through or reverse out. The story goes that as the truck became stuck, it caused massive traffic problems, which resulted in emergency personnel, engineers, firefighters and truck drivers gathering to devise and negotiate various solutions for dislodging the trapped vehicle. Emergency workers were debating whether to dismantle parts of the truck or chip away at parts of the bridge. Each spoke of a solution which fitted within his or her respective level of expertise. A boy walking by and witnessing the intense debate looked at the truck, at the bridge, then looked at the road and said nonchalantly, "Why not just let the air out of the tires?" to the absolute amazement of all the specialists and experts trying to unpick the problem. When the solution was tested, the truck was able to drive free with ease, having suffered only the damage caused by its initial attempt to pass underneath the bridge. The story symbolizes the struggles we face where oftentimes the most obvious solutions are the ones hardest to come by because of the self-imposed constraints we work within. © Operational Excellence Consulting
  7. 7. © Operational Excellence Consulting WHAT IS UNIQUE ABOUT DESIGN THINKING? 7 Human-centered Discover people’s real needs and wants. Be able to gain deep insights of their motivations and share the feelings of others. Hands-on Ideas are made tangible through prototyping. Build rough or lo-fi prototypes to learn how to make ideas better. z Iterative Repeat each phase backwards and forwards and arrive at each decision or desired result, after rounds of learning and discovery. Show, don’t tell Enable the user to experience the story through action, words, thoughts, senses and feelings rather than pure description. Highly-creative Look at situations differently. Push past obvious solutions and existing alternatives to get to breakthrough ideas. Collaborative Work as a team to look at the problem holistically and implement solutions to improve people's experience.
  8. 8. © Operational Excellence Consulting WHAT DESIGN THINKING IS NOT 8 A “one-day” process where problems can be solved in 24 hours Only for the “creative” people or product designers Just a brainstorming session An approach to replace analytical problem solving A narrow equation to aesthetics and craft A silver bullet for all types of problems
  9. 9. © Operational Excellence Consulting THE IMPACT OF DESIGN THINKING 9 According to the Design Management Institute’s Design Value Index, for example, design-driven companies have maintained a significant stock- market advantage, outperforming the S&P 500 by an extraordinary 219 percent over the past ten years. Design-centric companies include: Apple, Starbucks, Nike, Procter & Gamble, Walt Disney, Starwood, Whirlpool, Coca-Cola, etc.
  10. 10. © Operational Excellence Consulting 10 WHAT ARE THE BENEFITS OF DESIGN THINKING? Reduce inefficiencies Create better customer and employee experiences Improve customer retention (loyalty) Design new business models Deepen and widen customer relationships Increase value to society
  11. 11. © Operational Excellence Consulting SUCCESS STORY 1 - STARBUCKS 11 SOLUTION Through observing and engaging in their communities, designers learned… Customers dislike the chain’s cookie- cutter feel and lack of local relevance. Hyper-paced over- expansion; “Brand-y” image; Customers see the same stores everywhere they go. Stores are designed with a “global reach and local relevance”, reflecting the neighborhood and its architectural history; Beverages are offered based on local preferences. Source: Starbucks Localization Of Starbucks Stores
  12. 12. © Operational Excellence Consulting SUCCESS STORY 2 – GE HEALTHCARE 12 Source: GE Healthcare MRI For Children SOLUTION By immersing in the experience of a kid they learned that … … for a kid an MRI room must be very stressful and a frightening experience. MRI scans require a person not to move, but little kids cry and move around. Kid-friendly MRI. Simple commands to get the scan done accurately become part of an adventure.
  13. 13. © Operational Excellence Consulting HISTORY OF DESIGN THINKING 13 Design Thinking movement rapidly gaining ground in the public and private sectors 1980’s 2000’s 2010’s 2020’s 1960’s Initial efforts to define a standard for creative and design work Stanford D.School started teaching Design Thinking to students Hasso Plattner Institute for IT Engineering founded in Germany IDEO formed; modelled a version of Design Thinking from Stanford D.School First Design Thinking book published by a Harvard Professor IIT Institute of Design launches Design Camp Increasing interest and adoption of Design Thinking in industries “Wicked problems” term coined by Horst Rittel
  14. 14. © Operational Excellence Consulting ● The answer won’t be clear from the start and even though this is not comfortable it allows for unexpected solutions ● It is okay to fail - failure is an incredibly powerful tool when it comes to learning DESIGN THINKING REQUIRES A CERTAIN MINDSET TO ENSURE SUCCESSFUL APPLICATION ● Stop talking and start making - Design Thinking relies on the power of tangibility ● Human Focus - the people you are looking to design for are ultimately your path to innovative solutions ● By learning and iterating, there is a greater chance of generating successful solutions 14
  15. 15. © Operational Excellence Consulting TRADITIONAL THINKING vs. DESIGN THINKING 15 Lots of reports and documentation Show don’t tell Scared of failing Learn from failure Certainty is key Embrace ambiguity Focus on solution Focus on human values Get it perfect the first time Iterate TRADITIONAL THINKING DESIGN THINKING VS Talk about your idea Make your idea
  16. 16. © Operational Excellence Consulting THE DESIGN THINKING ATTITUDE 16 UNCERTAINTY CLARITY / FOCUS Research & understand Design prototypes Implement design Source: Adapted from Damien Newman
  17. 17. © Operational Excellence Consulting ● Gaining empathy of customers requires a deep understanding of: ○ Customer’s jobs-to-be-done ○ Customer’s pains ○ Customer’s gains ● Popular design thinking tools for gaining empathy include the Persona and Empathy Map (we will cover these tools in Section 3) DESIGNERS USE EMPATHY TOOLS TO GAIN DEEP INSIGHTS INTO CUSTOMER’S NEEDS 17
  18. 18. © Operational Excellence Consulting LEFT BRAIN vs. RIGHT BRAIN 18 RIGHT BRAIN Intuition, Emotion LEFT BRAIN Rationality, Logic Source: Adapted from Strategyzer, 2010 Design Thinking uses both sides of the brain to solve problems.
  19. 19. © Operational Excellence Consulting DIVERGENT & CONVERGENT THINKING 19 Source: Adapted from Lewrick et al., 2018 PROBLEM SPACE DIVERG E CO NVERG E SOLUTION SPACE DIVERG E CO NVERG E MAKE SURE YOU SOLVE THE RIGHT PROBLEM Diverge to create choices, converge to make choices.
  20. 20. © Operational Excellence Consulting 20 THE FIVE PHASES OF DESIGN THINKING Empathize with your users Define your users’ needs, their problem, and your insights Ideate by challenging assumptions and creating ideas for innovative solutions Prototype to start creating solutions Test solutions Empathize Define Ideate Prototype Test Source: Based on Stanford d.school
  21. 21. © Operational Excellence Consulting 21 THE DESIGN THINKING PROCESS CONTAIN BOTH DIVERGENT & CONVERGENT THINKING EMPATHIZE DEFINE IDEATE PROTOTYPE TEST Divergent Convergent Divergent Convergent PROBLEM SPACE SOLUTION SPACE
  22. 22. © Operational Excellence Consulting TWO APPROACHES TO PROBLEM SOLVING 22 PROBLEM SOLUTION PROBLEM SOLUTION RIGHT BRAIN Intuition, Emotion LEFT BRAIN Rationality, Logic Understand & observe Define point of view (POV) Ideate Develop & test prototypes Perform situation analysis Find & define goals Develop solution variants Assess & select Solution Space Problem Space FEEDBACK LOOPS ITERATIONS Source: Adapted from Lewrick et al., 2018
  23. 23. © Operational Excellence Consulting THE THREE LENSES OF HUMAN-CENTERED DESIGN PROVIDES A HOLISTIC APPROACH FOR EXPERIENCE INNOVATION 23 People (Desirability) Business (Viability) Technology (Feasibility) EXPERIENCE INNOVATION Source: IDEO
  24. 24. © Operational Excellence Consulting “ Business people don’t just need to understand designers better; they need to become designers.” ROGER MARTIN 24 Dean, Rotman School of Management
  25. 25. © Operational Excellence Consulting Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. Based in Singapore, the firm’s mission is to create business value for organizations through innovative design and operational excellence management training and consulting solutions. For more information, please visit www.oeconsulting.com.sg ABOUT OPERATIONAL EXCELLENCE CONSULTING

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