The document outlines a design thinking framework aimed at decision makers, emphasizing its role in fostering innovation and addressing complex customer needs. Key topics include mentorship, business value creation, and the integration of cognitive insights and IoT data. The document also highlights lessons learned about the importance of risk-taking, customer focus, and stakeholder engagement in successful design thinking initiatives.

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EXECUTIVE BRIEFING
DESIGN THINKING FOR DECISION MAKERS
cognition studio
Reimagine. Redefine. Rewire.
“We cannot solve our problems
with the same thinking we used
when we created them.”
- Albert Einstein

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WHAT WE’LL COVER TODAY
• Provide mentorship to onboard new capabilities
• Help redefine channels to market
• Drive differentiation through introducing cognitive insights
• Define new ways of creating business value
• Establish sales enablement programmes to accelerate growth
• Rise to the challenge of meeting increasingly complex customer
needs and rising threshold of customer expectation
• Realise the value of a relationship between IoT, data and cognitive
ecosystems
DESIGN THINKING PRIMER
• Design thinking is often described as being founded in the art of the
possible
• It draws on human capacities such as empathy, logic, imagination,
curiosity and systems thinking
• It minimises risk by testing ideas quickly and efficiently through
prototyping – via paper or digital design tools
• And it requires deep end-user intimacy to seek insights to identify
unarticulated or unmet needs…
• Which allows design thinking to be a compelling competitive
differentiator

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COGNITION BACKGROUND
• Founded 2016
• Innovation practice, access to over 600 customers
• Technology agnostic
• Inception and validation
• Presence in Auckland, Wellington, Sydney & Melbourne
• 36 engagements completed
• Access to over 200 consultants in our partner ecosystem
METHODOLOGY

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IDEATE
EXPLORE. PREPARE. DISRUPT.
> Futureproofing
> Uncover potential
> Cover story vision
> Scenario planning
> Business model canvas
> Context Canvas
> RiskiestAssumption
> EERC Matrix
> World Café
> Value chain analysis
> Getting to Scale
> Strategic Alignment Matrix
AUDIT. SCOPE. PLAN.
> Map approach &
design workshops
> Agree Scope of
Work & Design Brief
> Agree investment,
roles & processes
> Articulate goals
> Team Charter
> Digital Analytics
> DTMA
> SWOT Matrix
> Estimate timing
> Benchmarking
OBSERVE. EMPATHISE. LEARN.
> Innovation Mindset
> Ethnographic Research
> Digital Ethnography
> Ecosystem Mapping
> Personas
> Empathy Map
> User Journey Map
> Service Map
> Archetypal lens
> Affinity clusters
> POV Want Ad
> Value proposition canvas
> Design challenge
> Collage / Visual story
ARCHITECT. DEVELOP. TEST.
> User Story
> MoSCoW
> Planning Poker
> Application & integration
requirements
> Platform ID
> Minimum Viable Product
> Sprint Planning & backlog
> Sprint Review
> Technical migration plan
> Testing Plan & Strategy
> Budget confirmation
> Release Planning
> Final architecture
STORYTELLING. PILOT. RUN.
> Back-end integration
> System testing
> User Acceptance Testing
> Concept Poster
> Launch checklist
> Release notes
> Iterative release plan
> Communications plan
> Engagement Strategy
> Activation Roadmap
PROTOTYPE. TEST. DESIGN.
> Design Sprints
> Process Flow
> Brainsteering
> Storyboarding
> Divergent Connections
> Collaborative Sketching
> Prioritisation Matrices
> Importance/Difficulty matrix
> MVP Concept
> Concept Testing
> Wireframe
> UX/UI Design
> Prototype
> User testing
HOW DESIGN THINKING DRIVES INNOVATION
Business
Mobilisation
Fleet Management
Cognitive
apps
Agriculture
Business
Transformation
Media
Channel
Expansion
Healthcare
Process
Optimisation
Telco

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TOP 5 LESSONS LEARNT
• Mentoring is critical when experimenting with new technology
• Your culture must embrace risk of failure and embrace rapid change
• Workshops + Post-its ≠ Design thinking
• It’s all about your Customers, not You
• Having engaged stakeholders and quality of participants is key