The document discusses design thinking as an approach that focuses less on objects and more on taking the user's perspective. It emphasizes identifying user needs and desires in order to design solutions that provide both customer and business value. Design thinking is described as an iterative process involving prototyping, testing, and implementation to collaborate with users. Key aspects of design thinking include empathy, integrative thinking, optimism, experimentation, and collaboration. An example of a language lab startup is provided that recognized a need for online language learning and designed a virtual city based on user needs through continual prototyping of new ideas.

1. Topic 5: Recent Development in Strategy
Design thinking
Media Management 2304 Spring Term 2011
Group 2a: Christine Alff, Niklas Hägerklo, Martina Kettner, Aline Rauh Mü"er

2. Introducing design thinking
Focus less on the object and more on design thinking as an
approach
Design thinking sets your product, service, process, strategy in a
new perspective
A design created from without certain conditions, needs and
desires forces you to take several aspects into consideration
Identify user behavior and convert it into both customer and
business value

3. Introducing design thinking
De
sir
ty
Instead of: ab
ili
This is what we want to create ili
t
ab
y
Vi
Change your thinking!
Design
This is our needs, conditions and
desires, how do we design to meet
them?
Feasability

4. Work with design thinking
Iterative and non-linear process. A system of activities such as prototyping,
testing and implementation, as in the prior unspecified ways work together.
Prototypes - A cheap and efficient way to test ideas and get feedback and input
from potential users
A process supporting local, collaborative and participatory design
Key characteristics for
till m atter! design thinkers:
etics s
: Aesth Empathy
on’t f orget Integrative thinking
D
Optimism
Experimentalism
Collaboration

5. Work with design thinking
Inspiration
Execute the vision
What’s the business problem?
Where’s the opportunity?
Communicate internally
Implementation Identify needs
Prototyping
How can technology help?
Put the customer in the center
Create scenarios
Ideation

6. Language Lab
Developed from traditional
language labs taking place in class
Recognized a need from users to
learn english no matter where
they are in the world
Designed a virtual city based on
users needs
Continually designing and
implementing new ideas to suit
the users

7. Sources
Brown, T., 2008, Design Thinking Harvard Business Review
Tim Brown urges designers to think big Downloaded 2011-01-23
from http://www.youtube.com/watch?v=UAinLaT42xY
http://www.languagelab.com/
http://www.cnvrgnc.com/storage/design-is-a-behaviour.jpg?
__SQUARESPACE_CACHEVERSION=1258905942194