Design Thinking - at BMW Summer School

Design Thinking
What? Why? How? Who? When?
BMW Summer School 2017
Breakout session@janevita #Digitalist #cocreation #bmwsummerschool

Agenda
15:00 - - - - - - - - -
10min break
15:10 - - - - - - - - -
Hands on work - part 2
Persona - life situation
Customer journey
Stakeholder map
Problem Worth Solving
14:00 - - - - - - - - -
Introductions
14:20 - - - - - - - - -
Introduction to Design Thinking
14:40 - - - - - - - - -
Pick a topic
Find a problem
Choose the target group
15:40 - - - - - - - - -
Brainstorm about the solution
Cluster and choose the best idea
Elevator pitch
Service Ad
16:30 - - - - - - - - -
Groups presentation, Q&A and Feedback
17:00 - - - - - - - - -
Breakout session ends
@janevita #Digitalist #cocreation #bmwsummerschool

Intros
1.
Draw something
unique about yourself.
3min

Intros
2.
Name
Country of origin
Country where you live
University
Subject of study
Explain your drawing
2min

Design Thinking
What? Why? How? Who? When?

What?
Design Thinking

The origin of the term
•The first mention 1969 by Herbert A. – book, The Sciences of the Artificial.
•1987, Peter Rowe, Design Thinking book, described methods and
approaches used by architects and urban planners as a term in the design
research.
•80s and 90s, McKim’s taught Design Thinking as a method of creative
action for the students at the Stanford University.
•David Kelley from IDEO popularized the term in 1991 by adapting Design
Thinking for the business purposes.

Marketing and
advertising,
Product dominant
Making
people
want
things
From
Before
2000

To
Making
things
People
want
Design Thinking
Service-dominant logic
People centric
After
2000

“Design thinking is a system that uses the designer's
sensibility and methods to match people's needs with what is
technologically feasible and what a viable business can
convert into consumer value and market opportunity.”
TIM BROWN, CEO OF IDEO, HBR, 2009.

Design Thinking
Who?

Imagines the world
from multiple and
different perspectives.
Empathy
Thinking Like Designers
There is always a potential
solution to be found.
Optimism
Can accept completely
new directions, takes risk
taken, looks for the
problems worth solving.
Experimentalism

No lone creative
genius, benefits from
other discipline
collaboration
Collaboration
Thinking Like Designers
Constructively faces
opposing ideas that lead to
models that will satisfy all.
Knows how to create and
facilitate dialogue.
Integrative Thinking

Design Thinking
How?

It is CONTEXTUAL, talk
with customers and other
people involved in the
context of the problem.
Find WORTHY
PROBLEMS, the ones
that inspire critical and
creative thinking.
It INSPIRES, but is
also COMMITTED
to great outcomes.
It is SIMPLE, it has
a clear and
directing value
proposition.
TANGIBILITY RULES,
visual facilitation and
storytelling are great ways
to make the abstract, clear
and concrete.
It
TOLERATES
FAILURE and
it is optimistic.
It is HOLISTIC, creates a
model that examines
complex problems, benefits
from system thinking.
It is PEOPLE
CENTERED, focuses on
user’s experience,
specifically the emotional
ones.
“Some” Design Thinking
Principles

Focus areas of design
Broad goals with social
& cultural corporate
implications.
Directing designers
and interdisciplinary
teams.
Organize tasks,
products, information,
services, and manage
time and process
efficiency.
Strategy Management Planning Execution
Converting strategy
and insights into
objects, images and
actions.

How to perform a more …
People centred… Person centred…
User centred… Human centred…
work?

Behaviour lens
• Focus on individuals
• Experience is shaped by choices and attitudes, drivers and
barriers
• People and their activities exist in a context
• People are the actors
• People have choices
• Etic – viewed from outside people’s worlds

Socio-cultural lens
• Focus on people as carriers of practices
• Experience as an outcome of dynamic mixture of elements
• People and their activities co-produce the context
• Actions are distributed
• People make decisions resulting from their localized
activities and participation in a practice
• Emic – viewed from inside people’s worlds

Patterns from
Big Data
• Identify behaviour patterns
• Answers what is happening / but not why
• Numbers / Detailed / Specific and focused
• Helps identify issues in the past and present
• Predict the future based on patterns
• Reliability and generalizability
• Algorithms do the interpretation
• Shows reality
• Behavioural analysis – what people do and what drives this
• At a distance

Insights from
Thick Data
• Understanding context and personal-behaviour
• Answers what does it means
• Stories
• Helps to inspire possibilities for the future
• Credibility and transferability
• Interpretation is a collective process
• Constructs reality
• Cultural analyses – social meanings
• Close in and interactive
• Open ended
• Holistic

Co-creation
Make your customer an active part of the business and
services creation by including them in the creation process.
How?
• Interviews / Deep dives
• User panels
• Social communities
• Closed communities
• Design sprints
• Workshops
• etc.

Ready
Steady
Play!

5min
Choose one of the next 100
years BMW’s future views
1 . MOBILITY IS BECOMING VERSATILE.
Seamlessly connected and diverse.
2. CONNECTIVITY IS BECOMING SECOND NATURE.
Many different areas of life will be linked and take
advantage of the exchange of information.
3. MOBILITY IS BECOMING TAILOR-MADE.
Mobility becomes a very personal experience and
therefore something special.
4. TECHNOLOGY IS BECOMING HUMAN.
Easy to use and learns, personalised, personal and
familiar.
5. ENERGY IS BECOMING EMISSION-FREE.
The impact of climate change will be noticeable
and people and nations will commit to using
environmental resources responsibly.
6. RESPONSIBILITY IS BECOMING DIVERSE.
Continuous responsibility for people directly or
indirectly in its sphere of activity.

Target group

Discuss in the team about target
group and personas you are focusing.
3min

Use the Persona canvas to deep dive
in your customer’s life.
7min

Life situation

Brainstorm individually and select three life situations
when your service can deliver value to the customer. Ideate
and pick up the best. One life situation per post-it.
5min + 10min + 2min
Post-its
brainstorm
Discussing and
clustering
Select 3

10min
Customer journey
Together with your team create a customer journey, including: before,
during and after the service/product usage. Identify interactions, context,
places, objects, people involved, influencers, moments of joy, critical
moments, emotions, etc.

10min
Stakeholder map
Who are the other people involved with the service.
Who influences and are involved with the customer,
service experience and lifecycle.

10min
Finding a
Problem
Worth
Solving
3min/individually
identify to problems
5min
discuss and cluster the
problems
1min
choose the area to improve
5min
decide about the worth
problem to solve

Break
5min sharp

10min
Brainstorm
Answer the questions about how to solve the problem
with solutions. Go wild!

20min
Clustering
the ideas
2min/individual
(10min)
Cluster the post-it while
presenting
3min
Choose an area of
preference
7min
Combine the ideas to create
your new service

5min
Elevator pitch
Making your idea visible

10min
Service Ad
Making your idea visible
Service name + logo
Concept
Illustration
+
Headline
Slogan
Service short description
Main features

5min + 2 Q&A
Presentation
Pitch your idea to the others and get feedback.

Wrap-up
and Q&A

Thank you!
Jane Vita
Service Design Lead
@janevita / jane.vita@digitalistgroup.com

Books
• Brown T. Change by Design: How Design Thinking Transforms
Organizations and Inspires Innovation, Harper Business,
September 29, 2009.
• Mootee I. Design Thinking for Strategic Innovation: What They
Can't Teach You at Business or Design School, Wiley, August
12, 2013
• Stickdorn M. and Schneider J., This is Service Design Thinking,
Wiley, 2011.
• Roan D., Unfolding the Napkin, Portfolio, 2009.
• Norman D., The Design of Everyday Things, Basic Books, 2013.
• Clark H. and Brody D., A Reader, Bloomsbury Academic, 2009.
• Kimbell L., The Service Innovation Handbook, BIS Publishers,
2014.
Videos
• David Kelley at TED2012 on Building Your Creative
Confidence. https://embed-
ssl.ted.com/talks/david_kelley_how_to_build_your_creative_con
fidence
• Design & Thinking, http://www.designthinkingmovie.com/ ,
Muris Studio.
• The Explainer: Design Thinking, August 25, 2015, Harvard
Business Review, https://hbr.org/video/4443548301001/the-
explainer-design-thinking
Articles
• Brown T. and Martin R., Design for Action, Business Harvard
Review, September 2015.
• Kelly T. and Kelley D., Reclaim Your Creative Confidence,
Harvard Business Review, November 2012.
• Buchanan R., Wicked Problems in Design Thinking, Design
Issues, Vol. 8, No. 2, (Spring, 1992), pp. 5-21, The MIT Press.
References

Design Thinking - at BMW Summer School

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