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Design Thinking for Social Innovation
Design thinking is a systematic approach to generating innovative ideas to solve social problems. It involves listening to understand people's needs, ideating potential solutions, and iterating through prototyping. This process reduces risk for social entrepreneurs and allows them to challenge assumptions, uncover new insights, and discover opportunities for significant improvement. Innovation requires innovating in not just products and services but also delivery models, partnerships and other aspects to solve entrenched social problems in sustainable ways.
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Design Thinking for Social Innovation
- 1. Suzi Sosa Design Thinkingfor Social Innovation Associate Director RGK Center A Systematic Approach to The University of Texas at Austin Generating Ideas with Impact suzi.sosa@austin.utexas.edu www.dellchallenge.org
- 2. An Historical Bifurcation Mission Money
- 3. Organizational Consequences Mission Money Government NGO Business CBO
- 4. Early Crossovers Mission Money Pub/Private Partnerships Government CSR NGO Business Cooperatives CBO NGO w Earned Income
- 5. Disappointing Results Failures: NGOs -> Few mission-based solutions able to scale Business -> Few business CSR programs with meaningful impact All -> Lack of dynamic social innovation Consequences: • Social problems fundamentally unsolved • Disenchantment with “pure” business, “pure” NGO, and “pure” government
- 6. A Spectrum Emerges ForProfit Non-Profit Business NGO Traditional Traditional with Social Hybrid with Earned Business NGO Impact Income Financial Sustainability Social Impact
- 7. Best of BothWorlds Mission Money • social commitment • focused objective • distributive (selfless) • operational efficiency nature • access to capital • inspire others • easier to scale • collaborative • more innovation/risk- • inclusive taking • leverage the market/consumers
- 8. Social Entrepreneurship 1. Innovativeidea = significant social impacts 2. Financially sustainable business model (& efficient use of resources) 3. Replicable & scalable
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- 22. What is Innovation? Innovation Value “Innovation is the specific instrument of entrepreneurship. It is the act that endows resources with a new capacity to create wealth.” - Peter Drucker Private Sector : Value = Money Social Sector : Value = Social Impact
- 23. Innovation & Value Aninnovation creates a significant increase in the marginal delivery of value with regard to a persistent social problem New New Impact Impact Social Impact Current Current Impact Impact Improvement Innovation
- 24. How do youfind value?
- 25. Creating Value Capturing Opportunity New Insights Deeper Understanding ?
- 26. What is DesignThinking?
- 27. What is DesignThinking?
- 28. Design for Innovation create make choices choices INNOVATION! Idea generation Synthesis
- 29. The Innovation Cycle Ideation Inspiration Iteration Implementation
- 30. The Design Process Inspiration Ideation Iteration Implementation LISTENING ANALYZING PROTOTYPING DREAMING THINKING EXPERIMENTING create make INNOVATION! choices choices idea generation synthesis
- 31. Key Traits ofthe Approach • Deploys both right-brain and left-brain strategies • Iterative, experimental • Interactive, collaborative • Interdisciplinary • Challenges assumptions by suspending beliefs. • Observes the problem with a beginner’s mindset. • Assumes nothing.
- 32. Find the Coreof the Problem It’s not just to find answers but to make sure that you are asking the right questions.
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- 36. The Innovation Cycle Ideation Inspiration Iteration Implementation
- 37. Two Key Questions: Whois the person you are trying to serve? What is the problem you are trying to solve? Start with the person (that will lead you to the problem)
- 38. Phase 1: Inspiration Listening & Dreaming
- 39. Listening: Who AreThey Anyway? The most meaningful social innovations come from deep and precise understanding of the circumstances and needs of the client. Two Types of Listening 1 : Direct Source (external) 2 : Empathy-based (internal)
- 40. Listening Techniques Individualinterviews (5 why’s, think aloud, show me) Group interviews In context immersion (work alongside, home-stay, re-creation) Self-documentation (photos, videos, drawings) Community-driven discovery (engage community in research) Expert interviews IDEO Method Cards
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- 47. • HUMAN CENTERED DESIGN • ETHNOGRAPHY
- 49. Empathy (Another Typeof Listening) TECHNIQUES • Empathy Map • Storytelling
- 50. A Day inthe Life Have you lived a day in the life of your client?
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- 55. Dreaming, too Journaling Drawing Building Exercise Music
- 56. Observation Empathy Insight
- 57. Creating Value Capturing Opportunity New Insights Deeper Understanding ?
- 58. The Innovation Cycle Ideation Inspiration Iteration Implementation
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- 61. Ideation Process Goal: IdentifyPotential Opportunities • Extract Key Insights (few and powerful) • Organize Ideas (by level or magnitude) • Find Themes (linkages) • Create Frameworks (visual representation of the system)
- 62. Frameworks TIP: Push themto extremes to find insights
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- 64. Creating Value Capturing Opportunity New Insights Deeper Understanding ?
- 65. The Innovation Cycle Ideation Inspiration Iteration Implementation
- 68. Modern Prototyping :The Miracle Brace 1:25
- 69. Prototyping for Services ThePilot Project
- 70. The Innovation Cycle Ideation Inspiration Iteration Implementation
- 71. Creating Value Capturing Opportunity New Insights Deeper Understanding ?
- 72. Why is designthinking important for social entrepreneurship?
- 73. Reduces Risk • Unliketraditional businesses, social enterprises often cannot “afford” to push a partially-developed product or service and wait for market feedback • costs may be too high • potential negative social impacts may be too large Design thinking improves the quality of a product or service from the start.
- 74. A Fresh Look Social problems are extremely complex and many of them are affiliated with a lot of “baggage” about how they ought to be solved. Design thinking allows entrepreneur to shed much (or all) of that baggage, leading to an innovation.
- 76. Innovate Everything Socialproblems are extremely entrenched and require new, innovative methods to solve them in financially sustainable ways. Require innovation not just in the product or service but also often in the delivery, financial model, partnerships, etc.
- 78. Doing the Impossible Designershave a lot of places to hide behind, a lot of excuses. “The client made me do this.” “The city made me do this.” I don’t believe that anymore. “In the end, you have to rise above them. You have to say you solved all that.” Frank Gehry | Architect WALT DISNEY CONCERT HALL | LOS ANGELES
- 79. Summary: the Pathto Innovation Innovation Comes From: • challenging or abandoning previously held assumptions; • uncovering hidden truths; • discovering opportunities for significant improvement; • vigorous disassembly followed by methodical reassembly incorporating new information; • an iterative, ongoing process that takes nothing for granted and is obsessive in its pursuit of perfection.
- 80. Suzi Sosa Design Thinkingfor Social Innovation Associate Director RGK Center A Systematic Approach to The University of Texas at Austin Generating Ideas with Impact suzi.sosa@austin.utexas.edu www.dellchallenge.org