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DESIGN	
  THINKING.	
  
How	
  to	
  Find	
  Innova-ve	
  Solu-ons	
  for	
  Wicked	
  Problems?	
  
	
  	
  	
  	
  	
  Jochen	
  Gürtler,	
  Design	
  &	
  Co-­‐Crea-on	
  Center	
  (SAP	
  AG)	
  
Dr.	
  Tobias	
  Hildenbrand,	
  Idea-­‐2-­‐Market	
  Design	
  &	
  Engineering	
  (SAP	
  AG)	
  
	
  
6th	
  June	
  2013,	
  Entwicklertag	
  Karlsruhe,	
  Germany	
  
©  2013 SAP AG. All rights reserved. 2PublicABOUT	
  JOCHEN	
  People.	
  Ideas.	
  Results.	
  
Exper6se	
  
Master	
  in	
  Computer	
  Science	
  
15	
  year	
  professional	
  so6ware	
  development	
  in	
  different	
  roles	
  like	
  
developer,	
  architect,	
  product	
  owner	
  and	
  manager	
  
Cer?fied	
  Gestalt	
  prac??oner	
  &	
  Business	
  Coach	
  	
  
Design	
  Thinking	
  Coach	
  &	
  Teacher	
  
Interests	
  
My	
  children,	
  my	
  family,	
  my	
  friends	
  
Traveling	
  all	
  around	
  the	
  world	
  
Jazz	
  and	
  playing	
  trumpet	
  
Wri?ng	
  books	
  and	
  blogs	
  
Cinema	
  and	
  movies	
  
What	
  is	
  needed	
  for	
  change	
  and	
  growth?	
  
	
  
© SAP 2013 | 2
©  2013 SAP AG. All rights reserved. 3PublicABOUT	
  TOBIAS	
  Combining	
  design	
  &	
  engineering.	
  	
  © SAP 2013 | 3
§  English/Latin
§  Business
Administration
§  Marketing incl.
Market Research
§  „Design
Thinking“
§  Math/Physics
§  Computer
Science
§  Software
Engineering
§  Lean/Agile
Development
©  2013 SAP AG. All rights reserved. 4Public© SAP 2012 | 4
How	
  do	
  you	
  solve	
  problems	
  today?	
  
©  2013 SAP AG. All rights reserved. 5Public© SAP 2012 | 5© SAP 2013 | 5 SOMETIMES	
  IT	
  IS	
  NOT	
  THAT	
  DIFFICULT	
  You	
  know	
  the	
  solu-on.	
  	
  
©  2013 SAP AG. All rights reserved. 6Public© SAP 2012 | 6© SAP 2013 | 6 SOMETIMES	
  IT	
  IS	
  A	
  SIMPLE	
  DECISION	
  Cash	
  or	
  credit?	
  
©  2013 SAP AG. All rights reserved. 7Public© SAP 2012 | 7© SAP 2013 | 7 SOMETIMES	
  IT’S	
  SIMPLY	
  A	
  GUT	
  FEELING.	
  
©  2013 SAP AG. All rights reserved. 8Public© SAP 2012 | 8© SAP 2013 | 8 SOMETIMES	
  THERE	
  ARE	
  JUST	
  TOO	
  MANY	
  OPTIONS.	
  
©  2013 SAP AG. All rights reserved. 9Public© SAP 2012 | 9© SAP 2013 | 9 SOMETIMES	
  IT	
  IS	
  CHALLENGING	
  We	
  never	
  solved	
  this	
  problem	
  before.	
  
©  2013 SAP AG. All rights reserved. 10Public© SAP 2012 | 10© SAP 2013 | 10 SOMETIMES	
  YOU	
  CAN	
  SPLIT	
  	
  IT	
  INTO	
  SMALLER	
  ONES.	
  
©  2013 SAP AG. All rights reserved. 11Public© SAP 2012 | 11© SAP 2013 | 11 SOMETIMES	
  THERE	
  IS	
  A	
  SIMPLE	
  RULE	
  TO	
  FOLLOW	
  …	
  
©  2013 SAP AG. All rights reserved. 12Public© SAP 2012 | 12© SAP 2013 | 12 …	
  BUT	
  THIS	
  DOES	
  NOT	
  WORK	
  FOR	
  ALL	
  OUR	
  PROBLEMS?	
  
©  2013 SAP AG. All rights reserved. 13Public© SAP 2012 | 13© SAP 2013 | 13 A	
  TYPICAL	
  STUDENT	
  “PROBLEM”	
  -­‐	
  THE	
  BEER	
  CASE	
  RUN.	
  
©  2013 SAP AG. All rights reserved. 14Public© SAP 2012 | 14© SAP 2013 | 14 THE	
  RESULT	
  –	
  DESPITE	
  “THERE’S	
  NO	
  BEER	
  ON	
  HAWAII”	
  
©  2013 SAP AG. All rights reserved. 15Public© SAP 2012 | 15
Wicked	
  problem	
  =	
  	
  
“a	
  problem	
  that	
  is	
  difficult	
  or	
  
impossible	
  to	
  solve	
  because	
  of	
  
incomplete,	
  contradictory,	
  and	
  
changing	
  requirements	
  that	
  are	
  
oen	
  difficult	
  to	
  recognize.”	
  
©  2013 SAP AG. All rights reserved. 16Public© SAP 2012 | 16© SAP 2013 | 16 HOW	
  CAN	
  WE	
  SOLVE	
  THE	
  ‘REAL’	
  PROBLEMS?	
  
©  2013 SAP AG. All rights reserved. 17Public© SAP 2012 | 17
The	
  needed	
  thinking	
  	
  
©  2013 SAP AG. All rights reserved. 18Public© SAP 2012 | 18© SAP 2013 | 18 BE	
  CURIOUS	
  TO	
  LEARN	
  MORE.	
  
“I	
  HAVE	
  NO	
  SPECIAL	
  TALENT.	
  I	
  AM	
  ONLY	
  
PASSIONATELY	
  CURIOUS.”	
  -­‐	
  ALBERT	
  EINSTEIN	
  	
  
©  2013 SAP AG. All rights reserved. 19Public© SAP 2012 | 19© SAP 2013 | 19 DO	
  NOT	
  GIVE	
  UP	
  TOO	
  EARLY.	
  
“OUR	
  GREATEST	
  WEAKNESS	
  LIES	
  IN	
  
GIVING	
  UP.	
  THE	
  MOST	
  CERTAIN	
  WAY	
  
TO	
  SUCCEED	
  IS	
  ALWAYS	
  TO	
  TRY	
  JUST	
  
ONE	
  MORE	
  TIME.”	
  THOMAS	
  A.	
  EDISON	
  	
  
©  2013 SAP AG. All rights reserved. 20Public© SAP 2012 | 20© SAP 2013 | 20 RECOGNIZE	
  OPPORTUNITIES.	
  
„GENIE	
  IST	
  IN	
  WAHRHEIT	
  KAUM	
  MEHR	
  ALS	
  DIE	
  
FÄHIGKEIT,	
  AUF	
  UNGEWÖHNLICHE	
  WEISE	
  
WAHRZUNEHMEN.“	
  -­‐	
  WILLIAM	
  JAMES	
  	
  
©  2013 SAP AG. All rights reserved. 21Public© SAP 2012 | 21© SAP 2013 | 21 A	
  LITTLE	
  BIT	
  COURAGE	
  IS	
  HELFUL.	
  
„THE	
  ONES	
  WHO	
  ARE	
  CRAZY	
  ENOUGH	
  
TO	
  THINK	
  THAT	
  THEY	
  CAN	
  CHANGE	
  
THE	
  WORLD,	
  ARE	
  THE	
  ONES	
  WHO	
  
DO.”	
  	
  -­‐	
  STEVE	
  JOBS	
  
©  2013 SAP AG. All rights reserved. 22Public© SAP 2012 | 22© SAP 2013 | 22 FOLLOW	
  A	
  PLAN.	
  
“I	
  NEVER	
  DID	
  ANYTHING	
  BY	
  ACCIDENT,	
  NOR	
  DID	
  ANY	
  OF	
  MY	
  
INVENTIONS	
  COME	
  BY	
  ACCIDENT.	
  THEY	
  CAME	
  BY	
  WORK.”	
  THOMAS	
  A.	
  EDISON	
  	
  
©  2013 SAP AG. All rights reserved. 23Public© SAP 2012 | 23
A	
  proven	
  approach	
  	
  
for	
  solving	
  (wicked)	
  problems	
  
©  2013 SAP AG. All rights reserved. 24Public© SAP 2012 | 24© SAP 2013 | 24 WHAT	
  THE	
  HELL	
  IS	
  DESIGN	
  THINKING?	
  
FINDING	
  INNOVATIVE	
  SOLUTIONS	
  FOR	
  WICKED	
  
PROBLEMS	
  BY	
  COMBINING	
  A	
  DIVERSE	
  TEAM	
  WITH	
  	
  	
  	
  	
  	
  
A	
  CREATIVE	
  SPACE	
  AND	
  AN	
  ITERATIVE	
  APPROACH.	
  
©  2013 SAP AG. All rights reserved. 25Public© SAP 2012 | 25 SPACE = CULTURE OF TRUST & CREATIVEMENTINTERDISCIPLINARY	
  TEAMS	
  OF	
  T-­‐SHAPED	
  PEOPLE.	
  	
  © SAP 2013 | 25
©  2013 SAP AG. All rights reserved. 26Public© SAP 2012 | 26© SAP 2013 | 26 FLEXIBLE	
  ROOM	
  FOR	
  THE	
  TEAM.	
  
©  2013 SAP AG. All rights reserved. 27Public© SAP 2012 | 27© SAP 2013 | 27 SPACE	
  TO	
  EXPLORE	
  THE	
  PROBLEM	
  &	
  ITERATE	
  THE	
  SOLUTION.	
  
©  2013 SAP AG. All rights reserved. 28Public© SAP 2012 | 28© SAP 2013 | 28 CREATIVE	
  CULTURE	
  Where	
  failing	
  is	
  actually	
  also	
  a	
  good	
  thing.	
  
©  2013 SAP AG. All rights reserved. 29Public© SAP 2012 | 29© SAP 2013 | 29 THE	
  BASIC	
  STEPS	
  Itera-vely	
  explore	
  problem	
  and	
  solu-on	
  space.	
  
©  2013 SAP AG. All rights reserved. 30Public© SAP 2012 | 30© SAP 2013 | 30 FIRST	
  UNDERSTAND	
  THE	
  PROBLEM	
  …	
  
©  2013 SAP AG. All rights reserved. 31Public© SAP 2012 | 31© SAP 2013 | 31 …	
  BEFORE	
  YOU	
  START	
  SOLVING	
  IT.	
  
©  2013 SAP AG. All rights reserved. 32Public© SAP 2012 | 32© SAP 2013 | 32 UNDERSTAND	
  What	
  is	
  the	
  problem,	
  we	
  would	
  like	
  to	
  solve?	
  
©  2013 SAP AG. All rights reserved. 33Public© SAP 2012 | 33© SAP 2013 | 33 OBSERVE	
  How	
  do	
  your	
  poten-al	
  customers	
  experience	
  the	
  problem	
  today?	
  
©  2013 SAP AG. All rights reserved. 34Public
Address the right question …and create the right solution
TRY	
  AND	
  DO.	
  
ASK	
  AND	
  LISTEN.	
  
OBSERVE.	
  
© SAP 2013 | 34 DIFFERENT	
  WAYS	
  TO	
  GET	
  EMPHATY	
  FOR	
  YOUR	
  USER.	
  
©  2013 SAP AG. All rights reserved. 35Public© SAP 2012 | 35© SAP 2013 | 35 DEFINE	
  POINT-­‐OF-­‐VIEW	
  User	
  +	
  Need	
  +	
  Insight.	
  
©  2013 SAP AG. All rights reserved. 36Public© SAP 2012 | 36© SAP 2013 | 36 IDEATION	
  Start	
  with	
  a	
  lot	
  of	
  ideas	
  to	
  find	
  good	
  ones.	
  
©  2013 SAP AG. All rights reserved. 37Public© SAP 2012 | 37© SAP 2013 | 37 IDEATION	
  How	
  to	
  find	
  solu-ons	
  beyond	
  the	
  obvious?	
  
©  2013 SAP AG. All rights reserved. 38Public© SAP 2012 | 38© SAP 2013 | 38 IDEATION	
  Apply	
  different	
  proven	
  crea-vity	
  techniques.	
  
©  2013 SAP AG. All rights reserved. 39Public© SAP 2012 | 39© SAP 2013 | 39 PROTOTYPING	
  Make	
  ideas	
  tangible	
  to	
  elaborate	
  and	
  get	
  feedback.	
  	
  
©  2013 SAP AG. All rights reserved. 40Public© SAP 2012 | 40© SAP 2013 | 40 TESTING	
  Turn	
  hypotheses	
  into	
  facts	
  and	
  be	
  ready	
  to	
  fail.	
  	
  
©  2013 SAP AG. All rights reserved. 41Public© SAP 2012 | 41© SAP 2013 | 41 IMPLEMENTATION	
  Yes,	
  in	
  the	
  end	
  we	
  s-ll	
  develop	
  socware.	
  	
  
©  2013 SAP AG. All rights reserved. 42Public© SAP 2012 | 42© SAP 2013 | 42
“DESIGN	
  IS	
  NOT	
  JUST	
  WHAT	
  IT	
  
LOOKS	
  AND	
  FEELS	
  LIKE.	
  
DESIGN	
  IS	
  HOW	
  IT	
  WORKS.”	
  	
  	
  	
  
-­‐	
  STEVE	
  JOBS	
  	
  
SUMMARY	
  Why	
  Design	
  Thinking?	
  
THANK	
  YOU.	
  
Contact:	
  
	
  
Jochen	
  Gürtler 	
   	
   	
   	
  Dr.	
  Tobias	
  Hildenbrand	
  
Design	
  and	
  Co-­‐Innova?on	
  Center 	
   	
  Idea-­‐2-­‐Market	
  Design	
  &	
  Engineering	
  
jochen.guertler@sap.com	
   	
   	
  tobias.hildenbrand@sap.com	
  	
  

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Design Thinking - How to Find Innovative Solutions for Wicked Problems

  • 1. DESIGN  THINKING.   How  to  Find  Innova-ve  Solu-ons  for  Wicked  Problems?            Jochen  Gürtler,  Design  &  Co-­‐Crea-on  Center  (SAP  AG)   Dr.  Tobias  Hildenbrand,  Idea-­‐2-­‐Market  Design  &  Engineering  (SAP  AG)     6th  June  2013,  Entwicklertag  Karlsruhe,  Germany  
  • 2. ©  2013 SAP AG. All rights reserved. 2PublicABOUT  JOCHEN  People.  Ideas.  Results.   Exper6se   Master  in  Computer  Science   15  year  professional  so6ware  development  in  different  roles  like   developer,  architect,  product  owner  and  manager   Cer?fied  Gestalt  prac??oner  &  Business  Coach     Design  Thinking  Coach  &  Teacher   Interests   My  children,  my  family,  my  friends   Traveling  all  around  the  world   Jazz  and  playing  trumpet   Wri?ng  books  and  blogs   Cinema  and  movies   What  is  needed  for  change  and  growth?     © SAP 2013 | 2
  • 3. ©  2013 SAP AG. All rights reserved. 3PublicABOUT  TOBIAS  Combining  design  &  engineering.    © SAP 2013 | 3 §  English/Latin §  Business Administration §  Marketing incl. Market Research §  „Design Thinking“ §  Math/Physics §  Computer Science §  Software Engineering §  Lean/Agile Development
  • 4. ©  2013 SAP AG. All rights reserved. 4Public© SAP 2012 | 4 How  do  you  solve  problems  today?  
  • 5. ©  2013 SAP AG. All rights reserved. 5Public© SAP 2012 | 5© SAP 2013 | 5 SOMETIMES  IT  IS  NOT  THAT  DIFFICULT  You  know  the  solu-on.    
  • 6. ©  2013 SAP AG. All rights reserved. 6Public© SAP 2012 | 6© SAP 2013 | 6 SOMETIMES  IT  IS  A  SIMPLE  DECISION  Cash  or  credit?  
  • 7. ©  2013 SAP AG. All rights reserved. 7Public© SAP 2012 | 7© SAP 2013 | 7 SOMETIMES  IT’S  SIMPLY  A  GUT  FEELING.  
  • 8. ©  2013 SAP AG. All rights reserved. 8Public© SAP 2012 | 8© SAP 2013 | 8 SOMETIMES  THERE  ARE  JUST  TOO  MANY  OPTIONS.  
  • 9. ©  2013 SAP AG. All rights reserved. 9Public© SAP 2012 | 9© SAP 2013 | 9 SOMETIMES  IT  IS  CHALLENGING  We  never  solved  this  problem  before.  
  • 10. ©  2013 SAP AG. All rights reserved. 10Public© SAP 2012 | 10© SAP 2013 | 10 SOMETIMES  YOU  CAN  SPLIT    IT  INTO  SMALLER  ONES.  
  • 11. ©  2013 SAP AG. All rights reserved. 11Public© SAP 2012 | 11© SAP 2013 | 11 SOMETIMES  THERE  IS  A  SIMPLE  RULE  TO  FOLLOW  …  
  • 12. ©  2013 SAP AG. All rights reserved. 12Public© SAP 2012 | 12© SAP 2013 | 12 …  BUT  THIS  DOES  NOT  WORK  FOR  ALL  OUR  PROBLEMS?  
  • 13. ©  2013 SAP AG. All rights reserved. 13Public© SAP 2012 | 13© SAP 2013 | 13 A  TYPICAL  STUDENT  “PROBLEM”  -­‐  THE  BEER  CASE  RUN.  
  • 14. ©  2013 SAP AG. All rights reserved. 14Public© SAP 2012 | 14© SAP 2013 | 14 THE  RESULT  –  DESPITE  “THERE’S  NO  BEER  ON  HAWAII”  
  • 15. ©  2013 SAP AG. All rights reserved. 15Public© SAP 2012 | 15 Wicked  problem  =     “a  problem  that  is  difficult  or   impossible  to  solve  because  of   incomplete,  contradictory,  and   changing  requirements  that  are   oen  difficult  to  recognize.”  
  • 16. ©  2013 SAP AG. All rights reserved. 16Public© SAP 2012 | 16© SAP 2013 | 16 HOW  CAN  WE  SOLVE  THE  ‘REAL’  PROBLEMS?  
  • 17. ©  2013 SAP AG. All rights reserved. 17Public© SAP 2012 | 17 The  needed  thinking    
  • 18. ©  2013 SAP AG. All rights reserved. 18Public© SAP 2012 | 18© SAP 2013 | 18 BE  CURIOUS  TO  LEARN  MORE.   “I  HAVE  NO  SPECIAL  TALENT.  I  AM  ONLY   PASSIONATELY  CURIOUS.”  -­‐  ALBERT  EINSTEIN    
  • 19. ©  2013 SAP AG. All rights reserved. 19Public© SAP 2012 | 19© SAP 2013 | 19 DO  NOT  GIVE  UP  TOO  EARLY.   “OUR  GREATEST  WEAKNESS  LIES  IN   GIVING  UP.  THE  MOST  CERTAIN  WAY   TO  SUCCEED  IS  ALWAYS  TO  TRY  JUST   ONE  MORE  TIME.”  THOMAS  A.  EDISON    
  • 20. ©  2013 SAP AG. All rights reserved. 20Public© SAP 2012 | 20© SAP 2013 | 20 RECOGNIZE  OPPORTUNITIES.   „GENIE  IST  IN  WAHRHEIT  KAUM  MEHR  ALS  DIE   FÄHIGKEIT,  AUF  UNGEWÖHNLICHE  WEISE   WAHRZUNEHMEN.“  -­‐  WILLIAM  JAMES    
  • 21. ©  2013 SAP AG. All rights reserved. 21Public© SAP 2012 | 21© SAP 2013 | 21 A  LITTLE  BIT  COURAGE  IS  HELFUL.   „THE  ONES  WHO  ARE  CRAZY  ENOUGH   TO  THINK  THAT  THEY  CAN  CHANGE   THE  WORLD,  ARE  THE  ONES  WHO   DO.”    -­‐  STEVE  JOBS  
  • 22. ©  2013 SAP AG. All rights reserved. 22Public© SAP 2012 | 22© SAP 2013 | 22 FOLLOW  A  PLAN.   “I  NEVER  DID  ANYTHING  BY  ACCIDENT,  NOR  DID  ANY  OF  MY   INVENTIONS  COME  BY  ACCIDENT.  THEY  CAME  BY  WORK.”  THOMAS  A.  EDISON    
  • 23. ©  2013 SAP AG. All rights reserved. 23Public© SAP 2012 | 23 A  proven  approach     for  solving  (wicked)  problems  
  • 24. ©  2013 SAP AG. All rights reserved. 24Public© SAP 2012 | 24© SAP 2013 | 24 WHAT  THE  HELL  IS  DESIGN  THINKING?   FINDING  INNOVATIVE  SOLUTIONS  FOR  WICKED   PROBLEMS  BY  COMBINING  A  DIVERSE  TEAM  WITH             A  CREATIVE  SPACE  AND  AN  ITERATIVE  APPROACH.  
  • 25. ©  2013 SAP AG. All rights reserved. 25Public© SAP 2012 | 25 SPACE = CULTURE OF TRUST & CREATIVEMENTINTERDISCIPLINARY  TEAMS  OF  T-­‐SHAPED  PEOPLE.    © SAP 2013 | 25
  • 26. ©  2013 SAP AG. All rights reserved. 26Public© SAP 2012 | 26© SAP 2013 | 26 FLEXIBLE  ROOM  FOR  THE  TEAM.  
  • 27. ©  2013 SAP AG. All rights reserved. 27Public© SAP 2012 | 27© SAP 2013 | 27 SPACE  TO  EXPLORE  THE  PROBLEM  &  ITERATE  THE  SOLUTION.  
  • 28. ©  2013 SAP AG. All rights reserved. 28Public© SAP 2012 | 28© SAP 2013 | 28 CREATIVE  CULTURE  Where  failing  is  actually  also  a  good  thing.  
  • 29. ©  2013 SAP AG. All rights reserved. 29Public© SAP 2012 | 29© SAP 2013 | 29 THE  BASIC  STEPS  Itera-vely  explore  problem  and  solu-on  space.  
  • 30. ©  2013 SAP AG. All rights reserved. 30Public© SAP 2012 | 30© SAP 2013 | 30 FIRST  UNDERSTAND  THE  PROBLEM  …  
  • 31. ©  2013 SAP AG. All rights reserved. 31Public© SAP 2012 | 31© SAP 2013 | 31 …  BEFORE  YOU  START  SOLVING  IT.  
  • 32. ©  2013 SAP AG. All rights reserved. 32Public© SAP 2012 | 32© SAP 2013 | 32 UNDERSTAND  What  is  the  problem,  we  would  like  to  solve?  
  • 33. ©  2013 SAP AG. All rights reserved. 33Public© SAP 2012 | 33© SAP 2013 | 33 OBSERVE  How  do  your  poten-al  customers  experience  the  problem  today?  
  • 34. ©  2013 SAP AG. All rights reserved. 34Public Address the right question …and create the right solution TRY  AND  DO.   ASK  AND  LISTEN.   OBSERVE.   © SAP 2013 | 34 DIFFERENT  WAYS  TO  GET  EMPHATY  FOR  YOUR  USER.  
  • 35. ©  2013 SAP AG. All rights reserved. 35Public© SAP 2012 | 35© SAP 2013 | 35 DEFINE  POINT-­‐OF-­‐VIEW  User  +  Need  +  Insight.  
  • 36. ©  2013 SAP AG. All rights reserved. 36Public© SAP 2012 | 36© SAP 2013 | 36 IDEATION  Start  with  a  lot  of  ideas  to  find  good  ones.  
  • 37. ©  2013 SAP AG. All rights reserved. 37Public© SAP 2012 | 37© SAP 2013 | 37 IDEATION  How  to  find  solu-ons  beyond  the  obvious?  
  • 38. ©  2013 SAP AG. All rights reserved. 38Public© SAP 2012 | 38© SAP 2013 | 38 IDEATION  Apply  different  proven  crea-vity  techniques.  
  • 39. ©  2013 SAP AG. All rights reserved. 39Public© SAP 2012 | 39© SAP 2013 | 39 PROTOTYPING  Make  ideas  tangible  to  elaborate  and  get  feedback.    
  • 40. ©  2013 SAP AG. All rights reserved. 40Public© SAP 2012 | 40© SAP 2013 | 40 TESTING  Turn  hypotheses  into  facts  and  be  ready  to  fail.    
  • 41. ©  2013 SAP AG. All rights reserved. 41Public© SAP 2012 | 41© SAP 2013 | 41 IMPLEMENTATION  Yes,  in  the  end  we  s-ll  develop  socware.    
  • 42. ©  2013 SAP AG. All rights reserved. 42Public© SAP 2012 | 42© SAP 2013 | 42 “DESIGN  IS  NOT  JUST  WHAT  IT   LOOKS  AND  FEELS  LIKE.   DESIGN  IS  HOW  IT  WORKS.”         -­‐  STEVE  JOBS     SUMMARY  Why  Design  Thinking?  
  • 43. THANK  YOU.   Contact:     Jochen  Gürtler        Dr.  Tobias  Hildenbrand   Design  and  Co-­‐Innova?on  Center    Idea-­‐2-­‐Market  Design  &  Engineering   jochen.guertler@sap.com      tobias.hildenbrand@sap.com