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Design Thinking
INTRODUCTION
Agenda
1. Design in business
2. Design thinking: idea, definition, history
3. Case studies
Design in business
Design was a process applied to physical objects.
Effective design was behind the success of
many commercial goods.
David Kelley
Founder of IDEO
PRODUCT
UX
STRATEGY
SYSTEM
idea, definition, history
Studies on design, visual thinking,
human-centered design
Introduction of IDEO,
First publications on DT
Shift to business perspective,
2005 – Stanford d.school
2007 – HPI d.school
60’-80’ 90’’ 2000 - …
“Design thinking is a human-centered approach to innovation
that draws from the designer's toolkit to integrate the needs of
people, the possibilities of technology, and the requirements for
business success.”
Tim Brown, president and CEO IDEO
Process
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
ITERATE (time to fail) IMPLEMENT
Empathize
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Time to understand user,
situation, context, deep
needs and beliefs.
Tools:
OBSERVATIONS
INTERVIEWS
EMPATHY MAPS
PERSONAS
MOODBOARDS
Define
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Analyze and structurize
outputs of your research.
Build a certain point of
view – the base for further
research.
Define a problem without
thinking about solutions.
Formulate an insight –
foundation of further
problem solving.
TOOLS:
CHALLANGE MAP –
BASADUR
Ideate
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Generate ideas.
Tools:
Brainstorms
Affinity map
Prototype
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Try to solve the problem
with prototypes.
Tools:
Paper & pencils
Scenes
Wireframes
Test
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Ask, discuss, present
prototypes. Gather
feedback and react.
Design thinking principles
interdiciplinary teams
full engagement
do over think
creative mindset
human-centered solutions
based on
qualitative research
case studies
Shimano
Airbnb
first Airbnb guests financial crisis refusals
The Good Kitchen
define ideateempathize prototype test
input:
To fix the menu
output:
new name, uniforms,
communication,
packaging
disconnection
alienation
shifting mental
models
need help?
Magdalena Marciniak
Tweet me: @MarciniakMm
magdalena.marciniak@ymail.com
Sources
The Good Kitchen Case Study:
https://www.youtube.com/watch?v=_gxBBVDzQO8
Shimano Case Study: http://designthinking.pl/shimano-mniej-
znaczy-lepiej/
Airbnb Case Study: https://medium.com/@arasuarun/how-i-learnt-
design-thinking-the-right-way-the-story-of-airbnb-119945932a0
Harvard Business Review September 2015 „The Evolution of Design
Thinking“ https://hbr.org/archive-toc/BR1509?cm_sp=Article-_-
Links-_-Magazine%20Issue

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Design Thinking - introduction