Design thinking is a human-centered approach that can be applied by project managers. It involves asking "why" questions to understand user needs, taking an exploratory stance, and using tools from fields like service design. Design thinking helps organizations balance exploration of new ideas with exploitation of existing practices through an ambidextrous approach. Project managers can incorporate design thinking by applying service design tools to understand customer journeys and needs, and by taking an innovative, questioning approach rather than only focusing on traditional project constraints like scope, time and cost.

1. Design Thinking Craig A. Perue
MBA, PMP, CMQ/OE, CISA
for Tel.: 876-509-0572
Twitter: craigperue
Project Managers http://jm.linkedin.com/in/craigperue
http://bit.ly/tjkSJg
Senior Consultant
Mona School of Business
Programme Manager
OLPC Jamaica

3. Personal Knowledge System

4. What is Design Thinking?
A stance / mindset.
Asking why is good.
Asking why 5 times is better.
Is human-centred design.

5. What is Design Thinking?

6. What is Design Thinking?
Deductive, inductive, abductive

7. What is Design Thinking?

8. Who needs Design Thinking anyway?

9. The Big Shift
“Efficiency is no longer sufficient”
“In order to improve performance
and retain a greater share of the value
created, firms must amplify Inter-firm
Knowledge Flows and instill greater Worker
Passion.” - 2010 Shift Index

10. Why is Design Thinking so rare
in established firms?

12. Why aren’t CXOs in established
firms ambidextrous?
Validity vs. reliability
Risky for professionals to try to get it right
Business school emphasizes reliability
Entrepreneurs focus on validity!

13. Organizational Ambidexterity
Exploration Exploitation
Organizational focus invention of business administration of
business
Driving forces Intuition, feeling, Analysis, reasoning,
hypotheses about data from the past
the future
Progress Uneven, Careful incremental
characterized by steps
significant leaps
Risk and Reward Uncertain but Minimal risk,
potentially high predictable but
reward smaller rewards

14. Personal Knowledge System

15. Ambidextrous Organizations
Hire T-shaped individuals
Encourage sequential ambidexterity in
their staff & teams

16. How can I do Design Thinking?
Service Design
Product Design
Interaction Design
Visual Design
Social Design
Project Management?

17. project
managers
don’t do
design!
right?

18. Scope
Procurement Time
Risk Integration Cost
Comm-
Quality
unications
Human
Resources
A Guide to the Project
Management Body of Knowledge

19. Project
Every project creates a unique product,
service, or result.
“Although repetitive elements may be
present in some project deliverables, this
repetition does not change the
fundamental uniqueness of the project
work.” - A Guide to the PMBOK

20. How can I do Design Thinking?
Service Design
Product Design
Interaction Design
Visual Design
Social Design
Project Management

22. Service Design
Is a cross-disciplinary practice that combines
numerous skills in design, management and
process engineering.
Consciously designed services that incorporate
new business models are empathetic to user
needs and attempt to create new socio-
economic value in society.
– The Copenhagen Institute of Interaction
Design, 2008

23. At a train station in
Seoul, South Korea

27. Service Design Tools
A Day in the Life
Customer Journey Canvas / Maps
Mobile Ethnography
Expectation Maps
Service Roleplay
Service Blueprints
Service Staging

30. Scope
Procurement Time
Risk Integration Cost
Comm-
Quality
unications
Human
Resources
A Guide to the Project
Management Body of Knowledge

31. Thank You!

32. Craig A. Perue
Design Thinking MBA, PMP, CMQ/OE, CISA
Tel.: 876-509-0572
for Twitter: craigperue
http://jm.linkedin.com/in/craigperue
Project Managers http://bit.ly/tjkSJg
Senior Consultant
Mona School of Business
The University of the West Indies,
Mona
Programme Manager
OLPC Jamaica