Using 'Design Thinking' Methods to Boost Innovation at Ukrainian Tech Firms
•
19 likes•4,309 views
This document discusses the use of design thinking methods for disruptive innovation. It provides an example of how one Silicon Valley company redesigned the shopping cart experience. The key elements of design thinking discussed are needs finding through direct user observation and interviews, ideation through storytelling and prototyping, and iteration through testing prototypes with users. The document describes how the company observed real shoppers, created soft prototypes, and engaged directly with users to develop new shopping cart designs.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Using 'Design Thinking' Methods to Boost Innovation at Ukrainian Tech Firms
Similar to Using 'Design Thinking' Methods to Boost Innovation at Ukrainian Tech Firms (20)
More from Burton Lee
More from Burton Lee (20)
Recently uploaded
Recently uploaded (20)
Using 'Design Thinking' Methods to Boost Innovation at Ukrainian Tech Firms
- 1. 'Design Thinking' Methods for Disrup4ve Innova4on Fedoriv Hub | Bionic University Dr. Burton Lee PhD MBA European Entrepreneurship & Innova1on Stanford Engineering School, Silicon Valley, CA www.StanfordEuropreneurs.org || @Europreneurs Kyiv, Ukraine Oct 13 2015
- 2. The Essence of ‘Design Thinking’ 2
- 3. Today’s Case Study 3 Along with two current examples from Ukraine…
- 4. Importance of Product Design for Building Successful Companies…
- 5. … and Reducing Failures Thru ‘Premature Scaling’
- 6. ObservaDons from Ukraine & Europe • Visits to leading UA ICT companies (Prom.UA, playtech), KPI • 7 years working in Europe with tech startups, corpora1ons, investors, universi1es, engineering and business professors & schools, governments and the European Commission – Poland, Estonia, Latvia, Lithuania, Slovakia, Croa1a, Russia, Romania, Bulgaria, Czech, Germany, UK, Finland, Norway, Sweden, Denmark – Collabora1ons with European universi1es in Ireland, Finland, France, Germany Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 6
- 7. European Startup Teams OIen Miss These Key AcDviDes • Develop too few product/service concepts – Have just 1-‐2 ideas • Too few interac1ons with real users/customers – 2-‐3 discussions vs mee1ng/observing 00’s – Don’t make serious effort to go into market, understand customers and the market – Develop li`le sense of market segments: high, middle, low • Build insufficient prototypes – 1 or 2 vs 10 vs 500 • Test prototypes with too few real users • Start with the Wrong Ques1ons About User Needs Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 7
- 8. Using ‘Design Thinking’ To Increase New Product Success Rates at Ukrainian Technology Companies
- 9. ABOUT THE SPEAKER DR. BURTON LEE PHD MBA STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES BURTON.LEE@INNOVARIUM.NET WWW.STANFORDEUROPRENEURS.ORG @EUROPRENEURS
- 10. Map of PresenDng Speaker NaDonaliDes European Entrepreneurship & InnovaDon @ Stanford Engineering (ME421) Winter 2015 – Year Seven Enterprise Estonia Silicon Valley Ghent, Flanders Region Belgium iMinds ICT Research InsDtute
- 11. h`p://www.europeanentrepreneursatstanford.com | h`p://me421.stanford.edu Oct 16 2015 Copyright Burton H. Lee & Innovarium Ventures 2015
- 12. February 10 @ Stanford Engineering Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR) 12
- 13. January 27 @ Stanford Engineering Vassil Terziev, Telerik (BG) & Japec Jakopin (Slovenia) 13
- 14. January 13 @ Stanford Engineering Uwe Horstmann, Project-‐A Ventures (DE) & Signe Viimsalu, Estonian Business Angels (EE) 14
- 15. Topics Covered Oct 13 2015 Equity Crowdfunding European Entry Strategies for Valley Startups East v West Europe Copyright Burton H. Lee & Innovarium Ventures 2015 15
- 16. The Story of European Entrepreneurship in Europe Europe vs Silicon Valley Oct 13 2015 Entrepreneurship and InnovaDon in Europe Today Europe vs Silicon Valley Europeans in Silicon Valley Arts, Culture, Design, Language & Tradi1ons History & Poli1cs Law & Policy Ins1tu1ons & Personali1es Copyright Burton H. Lee & Innovarium Ventures 2015 16
- 17. Mentoring CroaDan Startups at Geek Business Camp, Brown Forum, Osijek, April 2015 17
- 18. Using ‘Design Thinking’ An Example of How One Silicon Valley Company Re-imagined the Shopping Experience and the Shopping Cart
- 19. A ‘Lean Startup’ Approach to Early Stage Entrepreneurship Educa1on Product-‐Market Fit Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 19
- 20. 20
- 21. Elements of ‘Design Thinking’ • Needs Finding – Direct Observa1on of Users and User Behaviors – User Surveys and Ques1onnaires – Interviews – Shadowing – Understanding & Iden1fying Proper Context for New Products/Services • IdeaDon – Improvisa1on – Storytelling – Storyboarding – Use Case Analysis • Prototyping – ‘Soj Prototyping’ of products/services • IteraDon – Pivo1ng • QuesDon-‐Asking – Asking the ‘Right Ques1on’ | Knowing ‘Wrong Ques1ons’ Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 21
- 22. Re-‐designing the 21st Century Shopping Cart One Example 22
- 23. IDEO Shopping Cart Project 23
- 24. Observe Real Customers & Customer Behavior Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 24
- 25. 25 Record Real Customers & Customer Behavior
- 26. Oct 13 2015 26 Sketching – Where Product IdeaDon & SoI Prototyping OIen Starts
- 27. How Would You Redesign The Shopping Cart for Modern Shoppers in Ukraine? 27
- 28. Direct Engagement with Real Users 28
- 29. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 29 ‘SoI Prototyping’
- 30. Soj Prototyping Materials & Tools • Paper • Cardboard • Plas1c • Wooden s1cks • Post-‐it Notes • Cloth • Sketches • Scissors • Tape • Glue • Staplers • Markers Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 30
- 31. 31
- 32. 32
- 33. 33
- 34. 34
- 35. 35
- 36. 36 One Design Team’s SoluDon for 21st Century Shoppers
- 37. Actual Product Design Process (generally not linear for new products and untested markets) Search for Product-‐Market Fit 37
- 38. Key DT Methodologies • Idea1on • Needs Finding • Ques1on Asking | Listening | Watching • Assump1ons Challenging • Storytelling • Soj Prototyping • Itera1on • User Context Seeking Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 38
- 39. ‘Storytelling’ is An EssenDal Part of Design Thinking • Role playing (ac1ng) • Storyboarding • Ar1fact crea1on • Use case analysis • Improvisa1on (ac1ng) • PPT presenta1on • Architecture & ecosystem diagrams Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 39
- 40. What is Different About ‘Design Thinking’? • Avoids ‘Hard Engineering’ ac1vi1es, expenditures and commitments for as long as Possible • Combines many ‘hard’ & ‘soj’ disciplines: – Sociology Design – Psychology Art & Drawing – Anthropology – Human Factors – HandiCrajs & Making Things – Business – Engineering & Architecture • Searches for disrup've and new crea1ve approaches to solving societal problems and marketplace gaps • Focuses on finding and ‘asking the right ques1ons’ Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 40
- 41. Two Design Challenges from Ukraine Today Two Teams from Ukraine
- 42. Design Challenges from Ukraine • Personal security system for ci1es • Wounded soldier ba`lefield survival and care system Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 42
- 43. Personal Security System for CiDes • What are personal dangers & risks faced by ordinary ci1zens in Ukraine’s ci1es? • How would you get their input? • How many people would you talk to? • What does one of your soj prototypes look like? • What would it do? How would it use technology to make ci1zens safer? Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 43
- 44. Wounded Soldier Bahlefield Survival and Care System • What are personal dangers & risks faced by ordinary soldiers in Ukraine’s war? • What are top 5 injuries faced by soldiers? • How would you get their input? • How many people would you talk to? • What does one of your soj prototypes look like? • What would it do? How would it use technology to make soldiers safer/receive faster or be`er medical treatment? Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 44
- 45. What Each Team Needs to Figure Out • What is the problem? • Who is the end user? • How does your system help to solve the problem? • How did you arrive at your tenta1ve solu1on? • How would you test this further in the marketplace? Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 45
- 46. The Two Ukrainian Design Teams Go Off for 20 Minutes to Work on Their First ‘SoS Prototype’ Solu4ons …
- 47. DisrupDve InnovaDon Current Examples in Business & Technology from California
- 48. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 Source: Steve Blank, 2012 48
- 49. What We Do in Silicon Valley • We build and grow (“scale”) companies to a global level faster – and more efficiently – than anywhere else in the world • We create more new jobs and industries – faster – than anywhere globally • We look for and reward disrupDve ideas, technologies, teams and intellectual property that can be scaled globally • We do world class research and technology development • We design, build and manufacture great technology products and services Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 49
- 50. CharacterisDcs of ‘DisrupDve InnovaDon’ • Exponen1al ‘fast’ adop1on (months or years) • Slow adop1on (decades) • Consumer vs enterprise • Sojware vs hardware • Viral growth (network effects, typically consumer) • DI is coming more ojen, over broader sectors of private and public life, led by IT advances • Capital requirements can vary greatly • Social upheavals (some1mes) vs ‘Crea1ve Destruc1on’ Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 50
- 51. 51
- 52. Android & iPhone “Disrup've Innova'on” via New Business Models + Advanced Product Design Copyright Burton H. Lee & Innovarium Ventures 2015 Smart Phone “Company-‐Busters” New Products and Services for Global Markets Oct 13 2015 52
- 53. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 53
- 54. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 54
- 55. Smart Phone Growth • Technological Innova1on – Miniaturiza1on, new interface technologies • Design Innova1on – Deep customer ‘touch’ & engagement • Plarorm Innova1on – AppStore, iCloud • Business Model Innova1on – Unit sales + AppStore + iCloud +++ Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 55
- 57. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 57
- 58. SpaceX ‘Grasshopper’ Reusable First Stage Test Vehicle
- 62. What ‘Space’ is Airbnb In ?? The Customer Experience Perspec4ve 62
- 63. 63
- 64. 64
- 65. 65
- 66. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 66
- 68. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 68
- 69. 69
- 70. 70
- 71. 71
- 72. PresentaDons from The Two Ukrainian Design Teams !!
- 73. Key Points to Discuss • What is the problem? • Who is the end user? • How does your system help to solve the problem? • How did you arrive at your tenta1ve solu1on? • How would you test this further in the marketplace? Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 73
- 74. Cau4onary Note • Due to 1me limita1ons, the two Ukrainian teams and par1cipants did not experience or demonstrate a full Design Thinking process. • We presented this evening a short abbreviated example of what one cycle of a larger Design Thinking exercise might look like, using two problem areas that are understood and of interest to many Ukrainians. • To be more fully realis1c, both teams would have needed to spend substan1al 1me directly with their target users, and to iterate through numerous ‘soj prototypes’ and user engagement interac1ons. Oct 13 2015 Copyright Burton H. Lee & Innovarium Ventures 2015 74
- 75. Wrap-‐Up and Summary
- 76. Product Design Is *Not* the Same as ‘Engineering Design’
- 77. Product Design Excellence & Skills Are Essen4al to Growing Successful Companies in Ukraine
- 78. The Essence of ‘Design Thinking’
- 79. Join Our Online Community @europreneurs Speaker Presentation Slides www.slideshare.net/burtonlee1 Speaker Videos – YouTube Channel ‘StanfordEuropreneurs’ ‘European Innovation @Stanford’ www.StanfordEuropreneurs.org me421.stanford.edu 79
- 80. THANK YOU Dr. Burton Lee PhD MBA Stanford School of Engineering Burton.Lee@Innovarium.net WWW.STANFORDEUROPRENEURS.ORG @EUROPRENEURS
- 81. Working in Silicon Valley, Europe, LaDn America and Washington DC • Senior financial, technical and strategy advisory services for global technology innova1on organiza1ons • Professional Services – Technology startup and growth companies • Interim CXO and Advisory Board roles • Expert guidance & decision-‐making at the interface between market/customers, technology and finance • Business development – industrial and government • Business plan prepara1on/research/review; Government Grant proposal prepara1on/review • Coaching and mentoring of CEOs and other CXO-‐level managers • Assistance with government regulatory and policy agencies – Angel, venture capital and private equity Investors • Fund strategy, team selec1on and market posi1oning • Due diligence: technical, financial, strategy and business models – Public and non-‐profit R&D laboratories • Technology transfer & partnerships; venturing and spin-‐out of companies; strategy and business development; grant applica1ons – Research universi1es • Innova1on-‐related models, policies and prac1ces • Technology transfer and licensing; industry partnerships and rela1ons; development and strategy; grant applica1ons – Na1onal and regional government agencies • Innova1on policy formula1on, analysis and review; cluster development strategy; economic impact studies • Science & technology policy formula1on, analysis & review: space, avia1on, nanotechnology, sojware/AI/robo1cs, manufacturing • Selected recent clients – US/European technology startup companies – alterna1ve energy, robo1cs/AI, sojware, Internet, nanotech – Venture and private equity funds – aerospace, nanotechnology, ICT, compu1ng, advanced materials, clean tech – Office of the Prime Minister, Ireland; European Commission; Na1onal Science Founda1on; NASA, Na1onal Academies • Dr. Burton Lee PhD MBA, Managing Director – Contact: Burton.Lee@innovarium.net Based in Palo Alto, CA near Stanford University – Bio/References: LinkedIn Profile – Lecturer, European Entrepreneurship & Innova1on, Stanford School of Engineering 81