Design Thinking & Innovation

Design Thinking &
Innovation
HOW TO APPROACH PROBLEM SOLVING WITH EMPATHY
Oscar Malpica, Envisioning Labs CEO
www.envisioninglabs.com

Innovation and change management
professional with multi-industry experience in
business strategy, innovation management,
R&D, and digital storytelling. Passionate about
technology trends and exploratory innovation.
Past gigs: Microsoft, Canadian Chamber of
Commerce, Norske Skog, UN Volunteers, PLA.
ABOUT ME
exploratory innovation, R&D, digital storytelling

We help organizations create new products or
services that add value to their brand through
systematic innovation methodologies and
the adoption of emerging technologies.
ABOUT ENVISIONING LABS
www.innovationlabs.ca

An introduction to Design Thinking
How to develop an empathetic approach to problem solving
Transform ideas into products, services or experiences that create value
Learn how to seek innovation opportunities
Career advice for making your mark in the design community
YOU WILL LEARN

What is innovation?
Jobs to be Done, Value Proposition Canvas
Design Thinking Methodology
Tools: VP Canvas, Empathy Map & HIT Matrix 
Hands-on Design Exercise
Q&A
AGENDA

Innovation
Act of generating more value for the customer  
and the business by fulﬁlling a JOB TO BE DONE 
better than anyone else“
”
What is innovation, really?
LET’S AGREE ON ONE THING

JTBD is the higher purpose for which
customers buy products, services and
solutions“”
JTBD
Solution 1
Solution 2
Solution 3
Solution n
Improvement
Need satisﬁed
Jobs to be Done
FIRST THINGS FIRST

Have light and warmth at home
JTBD
Fire
Candles
Electricity
Improvement
Need satisﬁed
JTBD:
Stars
Jobs to be Done
FIRST THINGS FIRST

Value Proposition Canvas
LET’S BEGIN AT THE END

Human-Centred Design
Creative approach for problem
solving that focuses in understanding
the people’s needs at the centre of
the issues to resolve

Design Thinking
It’s a methodology that utilizes a
human-centred approach to
systematically identify opportunities
for innovation

Design Thinking
HUMANS AT THE CENTRE

Diﬀerent faces, same process
Design thinking has evolved over the years and
diﬀerent ‘versions’ of the methodology have
emerged. However at the very core, all these
versions obey to one simple rule: keep the
users at the core of your solutions  
(human-centred design).

Stanford School of Design version
Design Thinking
COMES IN VARIOUS FLAVOURS

Diﬀerent faces, same process
Design thinking has evolved over the years and
diﬀerent ‘versions’ of the methodology have
emerged. However at the very core, all these
versions obey to one simple rule: keep the
users at the core of your solutions  
(human-centred design).

IDEO version
1 - Inspiration
2 - Ideation
3- Implementation
Design Thinking
COMES IN VARIOUS FLAVOURS

Design Thinking
USED BY THE BIG GUYS

Double-Diamond Approach
TWICE THE BLING!

Empathy Map
WALK IN THEIR SHOES

Design Exercise
YOUR TURN TO INNOVATE

Design Exercise
1 2 3 4
1. Empathize 
2. Frame the problem 
3. Ideate 
4. Innovate 

Design Exercise
Canvas
HIT Matrix
GAINS:)PAINS:(
INSPIRATION (CARDS AGAINST HUMANITY)
1
2
3
4
1. Empathize 
Populate the right side of the VP
canvas based on observations from the
video
2. Frame the problem 
Transfer key pains and gains to the HIT
Matrix
3. Ideate 
Use the *ahem* inspiration from “Cards
Against Humanity” to think outside of
the box
4. Innovate 
Propose an innovation that optimizes
customer fit in the left side of the VP
canvas

Heuristic Ideation Technique (HIT) Matrix
COMBINE 2 UNRELATED PRODUCTS TO SPARK IDEAS
HIT MATRIX
Luxury Business Hotel
Wireless Access Spa Services Personal Chef Concierge Executive Lounge
First Class Travel
Reclining Seats
Wireless Access
Reclining Seats
Spa Services
Reclining Seats
Personal Chef
Reclining Seats
Concierge
Reclining Seats
Executive Lounge
Reclining Seats
In-Seat Chargers
Wireless Access
In-Seat Chargers
Spa Services
In-Seat Chargers
Personal Chef
In-Seat Chargers
Concierge
In-Seat Chargers
Executive Lounge
In-Seat Chargers
Gourmet Meals
Wireless Access
Gourmet Meals
Spa Services
Gourmet Meals
Personal Chef
Gourmet Meals
Concierge
Gourmet Meals
Executive Lounge
Gourmet Meals
Personal
Attention
Wireless Access
Personal Attention
Spa Services
Personal Attention
Personal Chef
Personal Attention
Concierge
Personal Attention
Executive Lounge
Personal Attention
Fast Service
Wireless Access
Fast Service
Spa Services
Fast Service
Personal Chef
Fast Service
Concierge
Fast Service
Executive Lounge
Fast Service

PAINS
(-)
GAINS
(+)
Heuristic Ideation Technique (HIT) Matrix
COMBINE 2 UNRELATED PRODUCTS TO SPARK IDEAS

Innovation in Action
THINKING OUTSIDE OF THE BOX
https://youtu.be/iSs2KYs4Hfk

Design Exercise
Ready?

Design Exercise
Design a product or service that
improves the love life of single
Vancouverites

Design Exercise
https://youtu.be/dgdVV_h7Ad4
Design a product or
service that improves
the love life of single
Vancouverites

Show & Tell
INNOVATION SHOWCASE

Q&A
…AND DISCUSSION
Yes?

Thank you
Oscar Malpica, Envisioning Labs CEO 
oscar.malpica@envisioninglabs.com

Design Thinking & Innovation

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