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Design Thinking - introduction

The document outlines the principles of design thinking, emphasizing its human-centered approach to innovation and its application in business contexts. It describes the design thinking process, which includes empathizing, defining, ideating, prototyping, testing, and implementing, while also highlighting the importance of interdisciplinary collaboration and qualitative research. Several case studies, including examples from Shimano and Airbnb, are presented to illustrate the effectiveness of design thinking in addressing complex challenges.

Design◦
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Customer Service Insights• product-management•
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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