The document discusses design thinking as a user-centered approach to innovation and problem-solving, emphasizing empathy and iterative processes. It outlines a workshop structure involving stages like observation, research, ideation, prototyping, and testing, along with various techniques for empathy and ideation. The content promotes the idea that change is an ongoing process requiring active engagement from individuals and organizations.

1. DESIGN THINKING
for Change Management

2. Angel Medinilla
angel.medinilla@proyectalis.com
www.proyectalis.com/en/AngelMedinilla
(Slides, Videos, Newsletter, Books, Blog, LinkedIn, Sketchnotes, Twitter...)
Twitter: @angel_m
(pictures, followers & feedback welcome)
<vanity>
www.improvement21.com
facebook.com/improvement21
@improvement_21
We help people and companies create
continuous improvement habits

4. My
Pleasure!
(all drawings by yours trully)
</vanity>

5. Ice breaker: group introduction

6. Design Thinking

7. Design thinking is a
user-centered approach
to innovation

8. Design thinking is a
user-centered approach
to innovation

9. Design thinking is a
user-centered approach
to problem solving

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User Centered
Projects -> Products -> Problems!
Understand user / customer /client / people needs
Empathize!

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Creative
Look at things differently
Consider problems in a holistic way
Bring new ideas and approachs

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Hands On
Make things tangible
Prototype and test

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Iterative
Change is a process - not an event
Change is complex - not simple
Build - Measure - Learn - Repeat

14. Design Thinking

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Design Thinking
Not just one process / toolbox

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Design Thinking
Not just one process / toolbox

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Design Thinking
Not just one process / toolbox

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Workshop Structure:
- Observe / Empathize: ecosystem, empathy map,
extreme users
- Research / Define: problem definition, customer-
problem-solution statement
- Ideate: think in reverse, break a rule
- Prototype: customer journey, poster, critical
reading
- Test: experiment commitment

19. More at http://Slideshare.net/proyectalis
Workshop Structure:
- Observe / Empathize: ecosystem, empathy map,
extreme users
- Research / Define: problem definition, customer-
problem-solution statement
- Ideate: think in reverse, break a rule
- Prototype: customer journey, poster, critical
reading
- Test: experiment commitment

20. More at http://Slideshare.net/proyectalis
Empathy techniques
Interviews, immersion, research...
A change you liked / A change you din’t -> Impact
Map
Change Ecosystem -> User Personas
Extreme Users
Empathy Maps
Analogous Empathy
Research
...

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Exercise: Ecosystem (10 min)

22. Exercise: Rogers Matrix + Empathy
map (30 min)

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Workshop Structure:
- Observe / Empathize: ecosystem, empathy map,
extreme users
- Research / Define: problem definition, customer-
problem-solution statement,
- Ideate: think in reverse, break a rule
- Prototype: customer journey, poster, critical
reading
- Test: experiment commitment

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Research / Define techniques
Problem to be solved
Goals, constraints
What if? / powers of ten
5 whys
Map the future - what will be different?
Extract insights and patterns
Identify opportunities
...

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Exercise: Value Proposition
“Agile Safari” / or “Agile Transformation”
Customer - Problem - Solution Statement:

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Exercise: Value Proposition
“For (USER), A+ is a solution that willl (PROBLEM
TO SOLVE). Unlike (COMPETITOR), A+ will
(COMPETITIVE ADVANTAGE). We will know we
are right when (OBJECTIVE / IMPACT).”

27. More at http://Slideshare.net/proyectalis
Workshop Structure:
- Observe / Empathize: ecosystem, empathy map,
extreme users
- Research / Define: problem definition, customer-
problem-solution statement
- Ideate: think in reverse, break a rule
- Prototype: customer journey, poster, critical
reading
- Test: experiment commitment

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Ideation techniques
Reverse
Break the patterns
Missing rule
6 thinking hats
Brainstorming
How might we...?

29. Exercise: think in reverse

30. Exercise: break a rule

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Workshop Structure:
- Observe / Empathize: ecosystem, empathy map,
extreme users
- Research / Define: problem definition, customer-
problem-solution statement
- Ideate: think in reverse, break a rule
- Prototype: customer journey, poster, critical
reading
- Test: experiment commitment

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Prototype
Journey - customer experience
Generate Stories and Scenarios
Map the future

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Exercise: User Journey (20 min)
Gains, Pains, Insights, Touch Points, Core
activities, WOW factors...

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Exercise: poster

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Exercise: Critical Reading Checklist
1) What’s the point?
2) Who says?
3) What’s new?
4) Who Cares?
+ Does it WOW?

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Workshop Structure:
- Observe / Empathize: ecosystem, empathy map,
extreme users
- Research / Define: problem definition, customer-
problem-solution statement, customer journey
- Ideate: think in reverse, break a rule
- Prototype: poster, critical reading
- Test: experiment commitment

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Test
Whats your assumption?
What will you try?
How will you know it worked?

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Exercise: commitment
- What will YOU do next week?
- Who will you help? How?
- Why does it matter?
- How will you know it worked?
- What if it doen’t work?

39. Resources:

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And remember:
It's not extra work...
...IT’S YOUR ACTUAL JOB!

41. Thank you and... Share it!
http://www.proyectalis.com/en/AngelMedinilla
www.improvement21.com

42. http://creativecommons.org/licenses/by-nc-nd/3.0/
This presentation is based upon the ideas and
work of many people. And while I’ve tried to
recognize copyrights and give credit and
attribution where possible, I cannot possibly
list them all, so if you feel like there’s
something that should be added, changed or
removed from this presentation, please drop
me an e-mail at
angel.medinilla@proyectalis.com
All drawings and materials in this presentation
are CC BY-NC-ND by Angel Medinilla. You are
free to use them in the terms of this license.