Design Thinking for Exec MBA

Design Thinking
Innovation & Entrepreneurship
SSE MBA in Executive Format
Robin Teigland
robin.teigland@hhs.se
December 2016

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http://www.slideshare.net/janschmiedgen/design-thinkingbootcamp

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https://www.youtube.com/watch?v=fGaVFRzTTP4

Create impact with a human-centered process
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d.school

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Design thinking is often confused
with visual design.
d.school

“Most people make the mistake of thinking design
is what it looks like. People think it’s this veneer —
that the designers are handed this box and told,
‘Make it look good!’
That’s not what we think design is. It’s not just
what it looks like and feels like. Design is how it
works.”
— Steve Jobs
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Design Thinking on Google Trends
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Products and services are becoming
increasingly more complex…
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..and it will only continue
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Picture f
14Picture from http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets

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INNOVATION PROCESS & DESIGN
THINKING
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http://www.slideshare.net/boardofinnovation/crash-course-design-thinking-by-arnoutsmeets

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 Explore exploit continum
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 Explore exploit continum
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Say/do gap: Customers are typically ill-equipped
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Mattia Bianchi

Our design thinking challenge
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How might we improve
the shopping
experience of
customers in a grocery
store?

Workshop Step 1a – Empathize
 Go outside to an opportunity space
 Conduct observations alone or in pairs
 Complete AEIOU worksheet individually
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Avoid jumping to solutions!

Observation: AEIOU Framework
 Activities
– What are people doing?
 Environment
– How are people using the environment? What’s the role of the
environment?
 Interactions
 – Do you see any routines? Do you observe special interactions
between people? Between people and objects?
 Objects
– What’s there and being used or not used? Describe
engagement with objects. Are there any work-arounds you can
identify?
 Users
 – Who are the users? What are their roles? Look for extreme
users. 38

Workshop Step 1b – Empathize
 Analyze your AEIOU worksheet on your own
 Look through your notes and note what you found most
interesting, surprising, inspiring
 Choose 3-5 of the most interesting observations and write
and/or draw each of them on post-it note
 Together develop questions for interviews
 Discuss observations in your group.
 Determine which observations you want to probe further to
try to uncover hidden needs
 Go back outside and interview to gain more
information
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When interviewing
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• Ask simple, open questions
• Avoid leading questions
• Encourage stories and examples
• Keep on asking why, why, why, why... Until it
is unbearably awkward, then ask one or two
more times
• Try to get to emotion
• Pay attention to detail – write it down

The Five Why’s Method
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Test: is this interesting enough to
tell a stranger on the train about?

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http://www.slideshare.net/mikeyk/intro-to-design-thinking/31-exampleA_I_never_leave_the

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http://www.slideshare.net/Pietel/the-role-of-design-thinking?qid=3ac58b35-7039-462b-9b01-7598253a8e57&v=&b=&from_search=1

Define: Needs and Insights
Needs as verbs and not nouns
 Verbs are more generative, generate more solutions

Opportunities, not solutions
 What does the girl need?

She needs to reach ….

Bionic arm, ladder, pogostick, etc..
Insight: The “why” that helps identify user needs
 Connected to the data but non-obvious
 Ways that users wants to feel
 Why is the girl reaching?

Wants attention from her parents who are busy with their
dinner party
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Workshop Step 2: Define
Develop Point of View Statement
Describe your user.
 DINKs living in central Stockholm, elderly, parents
with small children
What are the needs of your users?
 What are they trying to do? Verbs
What insights do you have for your users based
on the needs you have uncovered?
 Why do they need it?
 Ways they want to feel?
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Brainstorming at IDEO
Mattia Bianchi

Workshop Step 3: Ideate
 Choose a moderator for your group
 Brainwrite solutions for your POV (individual
brainstorming) for 5 mins
 Don’t judge your idea
 Brainstorm and build solutions together
 Remember POV and your needs and insights!
 Develop solution for a new shopping experience
 Visualize on paper your idea for a new shopping
experience (good enough to communicate)
 Be prepared to present your idea
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Workshop Step 4: Prototyping
 Build a prototype of your shopping experience
 Feel free to improve on your idea as you work
 Be prepared to present your idea to the group
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Workshop Step 5: Test
 Go outside and test your prototype with
strangers
 Encourage them to talk about how they experience it
and feel
 Listen to what they say
 Complete the Experience Prototyping Exercise
worksheet
 Be prepared to present to the group
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 http://www.mckinsey.com/insights/business_tec
hnology/an_interview_with_citrixs_catherine_cou
rage
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Design Thinking for Exec MBA

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