[KGIT 2015 Fall Semester] Design Thinking 3rd Class

2. TODAY’S AGENDA
BEGINNING OF DT
CLASS 03

3. Design Thinking” is identified as an exciting new paradigm for
dealing with problems in many professions, most notably
Information Technology (IT) (e.g Brooks, 2010) and Business
(e.g. Martin, 2009).”
Dorst, K. (2011). The core of ‘design thinking’ and its application. Design studies, 32(6), 521-532.

4. Design problems occur when there is a misfit between one of
these relations

5. DT In Design & Business
Mindset
01.

6. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Lucy Kimbell(2011)

7. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Mindset
현상유지
Mindset
현상유지에 대한
도전
Design Business

8. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Mindset
현상유지
Mindset
현상유지에 대한
도전
DESIGN BUSINESS
주관적 경험, 사회적으로 구조화된 현실 고정된 객관성, 이론적 근거, 현실, 정량적
“보다 나은Better” 대답을 얻기 위한 반복적인 실험 “최고의best" 해답을 얻기 위한 분석
행동 기획/계획
이모션, 인사이트, 실험적 모델 로직, 숫자 모델
새로움 추구, 상태 유지 거부
제어와 안정 추구
불확실성에 대한 불안
추상과 상세를 오가는 반복적 이동 추상적 or 상세한

9. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
• Empathy
• Integrative thinking
• Optimism
• Experimentalism
• Collaboration
Tim Brown (2008, 2009)

10. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
| Design Thinker의 성격 프로필
Empathy.
They can imagine the world
from multiple perspectives—those
of colleagues, clients, end users,
and customers (current and
prospective). By taking a “people
first” approach, design thinkers
can imagine solutions that are
inherently desirable and meet
explicit or latent needs. Great
design thinkers observe the world
in minute detail. They notice
things that others do not and
use their insights to inspire
innovation.
Integrative thinking.
They not only rely on analytical
processes (those that produce
either/ or choices) but also exhibit
the ability to see all of the
salient—and sometimes
contradictory—aspects of a
confounding problem and create
novel solutions that go beyond and
dramatically improve on existing
alternatives.
Optimism.
They assume that no matter
how challenging the constraints of
a given problem, at least one
potential solution is better than
the existing alternatives.
Experimentalism.
Significant innovations don’t come
from incremental tweaks. Design
thinkers pose questions and
explore constraints in creative
ways that proceed in entirely
new directions.
Collaboration.
The increasing complexity of
products, services, and experiences
has replaced the myth of the lone
creative genius with the reality of
the enthusiastic interdisciplinary
collaborator. The best design
thinkers don’t simply work
alongside other disciplines;
many of them have significant
experience in more than one.
Tim Brown (2008, 2009)

11. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Mysteries
Discovery
Long-term
High risk
Algorithms
Efficiency
Short-term
Minimal risk
| Design Thinker의 성격 프로필

12. What Abductive Reasoning?
Deductive vs Inductive vs Abductive
02.

13. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Business Thinking
Business schools tend to focus on inductive-
thinking (based on directly observable facts)
and deductive-thinking (logic and analysis,
typically based on past evidence)…
Proctor & Gamble CEO A.G. Lafley, Lafley 2008,
The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation
Quoted in Business Week 28 July 2008

14. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Design Thinking
Design schools emphasize abductive
thinking – imagining what could be
possible. This new thinking approach
helps us challenge assumed constraints
and add to ideas, versus discouraging
them
Proctor & Gamble CEO A.G. Lafley, Lafley 2008,
The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation
Quoted in Business Week 28 July 2008

15. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Design Thinking
While common methods of thought
include deductive and inductive reasoning,
Design Thinking embraces these but adds
abductive reasoning. Abductive
reasoning is effectively embracing a
posture of "Why not?", but with a layer
of rationale.
Paula Thornton 31 August, 2007. (corante.com)

16. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Abductive Reasoning In Business Analysis
To go from User Needs to Solution System Features, we use Abductive
Reasoning through our imagination to generate an “Argument” much similar to
linking Evidence to Hypothesis.
Deductive Reasoning In Business Analysis
• The User Needs are similar to the Hypothesis set.
• The highest level of the Requirements Hierarchy (such as Mission
Requirements also called Operational Concept; often captured in Use Cases )
corresponds to the particulars or the evidence that we can deduce from the
User Needs.

17. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE

18. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Design Thinking Circle by Dunn and Martin
|Abductive Thinking

19. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Nigel Cross (1990)
Abduction is the
logic of conjecture.
|Abductive Thinking

20. | 디자이너처럼 사고하라찰스 샌더스 퍼스의
귀추논리
새로운 아이디어는 사고의 논리적 비약으로부터
나올 것 이라고 주장,
새로운 아이디어는 이전의 모델 혹은 모델들로
설명할 수 없는 데이터/사건을 관찰함으로써
떠오름.
설명되지 않는 현상을 관찰한 사람은 이를
이해하려고 노력하게 되는데, 퍼스는 이 과정을
최선의 설명에 근접하기 위한 추론이고, 추론의
진정한 첫걸음은 관찰이 아니라 의아하게,
의문점을 제시하는 그 순간이라고 결론 지음.

21. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
?? + ??? leads to VALUE
(thing) (scenario) (aspired)
|Abductive Thinking Roozenburg (1995)
WHAT + HOW leads to Result
(thing) (Working principle) (observed)
WHAT + HOW leads to ???
WHAT + ??? leads to Result
연역
Deduction
귀납
Induction
WHAT + ??? leads to Result귀추-2
abduction
귀추-2
abduction
Pierce의
연역, 귀납, 귀추

22. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
|추론의 종류 John Kolko (12009)
Deductive reasoning
Conclusion guaranteed!
예외 없이 규칙적으로 일어나는 사건
예외 없이 보편적인 속성을 전제로 하는
논리
예) 모든 인간은 죽는다.
ＯＯＯ는 인간이다.
그러므로 ＯＯＯ는 죽는다.
연역논리의 대표적인 형식; 삼단 논법
삼단 논법: 두 개의 전제들로부터 결론을
이끌어 내는 형식
자연현상을 설명하는 과학의 논리
Inductive reasoning
Conclusion merely likely!
경험에 의존하는 논리
통계적 보편성을 의미
과학적 가설을 세우기 위해 관찰한 현상이
통계적 보편성을 나타낸다면 좋은 근거
자료가 된다.
경험을 쌓아감으로써 추리의 능력을
향상시킬 수 있는 논리
경험적 근거가 불충분한 조건에서
설명이나 예측을 하게 되면 오류가 된다
Abductive reasoning
Taking your best shot! Doing
a best guess!
일반성과 개체성의 차원 관계에 관한 논리
개체성에 근거하여 일반성에 관한 가정을
해 보는 것이며, 그렇게 가정해 본
일반성으로부터 개체성을 설명하고
예측해 보는 것.
Natural Science
삼단 논법 검은 백조
닥터 하우스
홈즈

23. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE

24. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
|Deductive reasoning: conclusion guaranteed!
Deduction means determining the conclusion
Deductive reasoning moves from the general rule to the specific application

25. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
| Inductive reasoning: conclusion merely likely
Induction means determining the rule
Inductive reasoning moves from the specific to the general.

26. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
| Abductive reasoning: taking your best shot! / best guess!
Abduction means determining the precondition.
Abduction has been described as the “logic of what might be,” (Martin)
Abduction can be thought of as the argument to the best explanation. (Kolko)

27. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
“Thinking first” “Seeing first” “Doing first”
•Science
•planning / programming
•Verbal
•Facts
• Art
• Visioning / imagining
• Visual
• Ideas
•Craft
•Venturing / learning
•Visceral
•Experiences
• The issue is clear
• The data is reliable
• The context is structured
• Many elements have to be
combined into creative
solutions
• Commitment to those
solutions is key
• Communication across
boundaries is essential
• Situation is novel and
confusing
• Complicated specification
would get in the way
• A few simple relationship
rules can help people move
forward

28. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
“Thinking first” “Seeing first” “Doing first”
•Science
•planning / programming
•Verbal
•Facts
• Art
• Visioning / imagining
• Visual
• Ideas
•Craft
•Venturing / learning
•Visceral
•Experiences
“제조 과정 설계” “새로운 제품 개발” “혁신 기술”
DESIGN

29. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE

30. Stanford Empathize Define Ideate Prototype Test
Frog CAT Seek Build Imagine Plan Make
IDEO Ed. Discovery Interpretation Ideation Experimentation Evolution
Induction
abduction
deduction

31. DT (Cont.)
03.

32. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
Design Thinking Circle by Dunn and Martin

33. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
| USER CENTERED DESIGN: ISO 13407 (1999)

34. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE
| DIFFERENT MODELS TO DO DESIGN THINKING
Stephanie Gioia (2011) http://www.visualmba.info.

35. Stanford Empathize Define Ideate Prototype Test
Frog CAT Seek Build Imagine Plan Make
IDEO Ed. Discovery Interpretation Ideation Experimentation Evolution

36. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE

37. DESIGN THINGKING KGIT FALL SEMESTER @ JYLEE