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Session topic: Design thinking – what is it
and who shall drive it?
Harri Pendolin
Prodman
ProductCamp Helsinki
18.4.2015
Just a little bit about me…
 Harri Pendolin
 Founder and Managing
Director of Prodman
 15+ years in product
(management) business
 Personal growth path from
tech to product to
business orientation
Product
manager
Is design
thinking a
friend or an
enemy?
Our target is to be agile…
Picture source: www.abacom.it
Is it business
that serves
processes or
vice versa?
We want to be lean…
Picture source: freakingnews.com
Perhaps we
should not try
to fix
something that
is not broken?
Design thinking?
Picture source: www.graphixmedia.net
The questions we wanted to answer:
 What is design thinking?
 Why it matters for me (or anybody)?
 Who would benefit from design thinking?
 How shall companies implement “design
thinking processes”?
 Who shall drive design thinking?
What is Design Thinking?
 It is …
 Culture
 Ideology
 Proven and repeatable problem-solving protocol
 Process
 different things for different people!
Design Thinking Process
(one example of it)
Discover
• Learn about
the audience
for whom you
are designing
Define
• Construct a
point of view
that is based
on user needs
and insights
Ideate
• Brainstorm and
come up with
creative
solutions
Prototype
• Build a
representation
of one or more
of your ideas
to show to
others
Test
• Return to your
original user
group and
testing your
ideas for
feedback
Why does it matter for me (or anybody)?
The answer we came up with:
 It may be a good asset where completely
new kind of a solution is sought.
Who would benefit from design thinking?
The answer we came up with:
 Companies and communities starting from
the green field, not the ones doing iterative
development.
How shall companies implement “design
thinking processes”?
The answer we came up with:
 Starting from the groups working with new
products and solution.
Who shall drive design thinking?
The answer we came up with:
 If the adoption doesn’t happen in all the
layers the culture will never change.
 Alternative solution: Hire high-paid
consultants to do it 
Conclusion
 Is design thinking a friend or an enemy for a
product manager?
 Voting results:
 No 2
 Yes 3
 No opinion A LOT!

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Design thinking - session slides and conclusion

  • 1. Session topic: Design thinking – what is it and who shall drive it? Harri Pendolin Prodman ProductCamp Helsinki 18.4.2015
  • 2. Just a little bit about me…  Harri Pendolin  Founder and Managing Director of Prodman  15+ years in product (management) business  Personal growth path from tech to product to business orientation
  • 4. Our target is to be agile… Picture source: www.abacom.it Is it business that serves processes or vice versa?
  • 5. We want to be lean… Picture source: freakingnews.com Perhaps we should not try to fix something that is not broken?
  • 6. Design thinking? Picture source: www.graphixmedia.net
  • 7. The questions we wanted to answer:  What is design thinking?  Why it matters for me (or anybody)?  Who would benefit from design thinking?  How shall companies implement “design thinking processes”?  Who shall drive design thinking?
  • 8. What is Design Thinking?  It is …  Culture  Ideology  Proven and repeatable problem-solving protocol  Process  different things for different people!
  • 9. Design Thinking Process (one example of it) Discover • Learn about the audience for whom you are designing Define • Construct a point of view that is based on user needs and insights Ideate • Brainstorm and come up with creative solutions Prototype • Build a representation of one or more of your ideas to show to others Test • Return to your original user group and testing your ideas for feedback
  • 10. Why does it matter for me (or anybody)? The answer we came up with:  It may be a good asset where completely new kind of a solution is sought.
  • 11. Who would benefit from design thinking? The answer we came up with:  Companies and communities starting from the green field, not the ones doing iterative development.
  • 12. How shall companies implement “design thinking processes”? The answer we came up with:  Starting from the groups working with new products and solution.
  • 13. Who shall drive design thinking? The answer we came up with:  If the adoption doesn’t happen in all the layers the culture will never change.  Alternative solution: Hire high-paid consultants to do it 
  • 14. Conclusion  Is design thinking a friend or an enemy for a product manager?  Voting results:  No 2  Yes 3  No opinion A LOT!