How can we generate creative ideas and present them effectively to an audience? I delivered this presentation to participants of the overseas leg of Asian Undergraduate Summit at Incheon National University in July 2018.

1. Design Thinking
Reflecting, Ideating, Presenting
Charis Asante-Agyei, MS
SUNY Korea
7/5/18

2. Design Thinking Framework

3. Design Thinking Framework

4. What tools
can we
utilize in our
process?

5. Reflecting

6. Empathize
Empathy is the capacity
to step into other
people’s shoes, to
understand their lives,
and start to solve
problems from their
perspectives.

7. Understand the situation
Who are the
relevant
stakeholders?
What are the
relevant
factors?

8. Identify & Prioritize the Stakeholders
Sample Questions
Who else is involved?
Who makes final decisions?
Who controls the flow of information?
Who controls the flow of resources?

9. Isolate the Factors
What are the relevant factors?
Political
Economic
Social
Technical
Legal
Environmental

10. Reflecting on Scope

11. Guidelines for Scope
What human experience are you trying to affect?
Narrow your focus to a core group of people
What important factors are known about the situation?
What are the explicit aims of your pursuit?
What must be true for this to work?
What?
For Whom?
Context?
Goals?
Assumptions?

12. Reflecting on Scope
What?
For Whom?
Context?
Goals?
Assumptions?
Create ways to _________ / Redesign the _________ experience
For ________ (while considering _________ )
In a world where _________ / Keeping in mind that _________
We aim to _________ / We hope to _________
We need to test the assumptions that _________

13. Example
Imagine you are part of a project team
working to improve voting rates in a
community

14. 1
2
3
4
5

15. A Checklist for Reflecting

17. Ideating

18. Tools
O “How Might We” Questions
O Mash Up
O SCAMPER

19. “How Might We” Questions
O Amp up the good
O Focus on emotions
O Take it to an extreme
O Explore the opposite
O Question an assumption
O Create an analogy from insight or
context
O Focus in on an element
Useful for framing your ideation and guiding brainstorming
along your POV

20. Example
Imagine you are in the chocolate cake
business

21. Amp up the good:
HMW make our c.cake shop the
perfect first date venue?
Focus on emotion:
HMW design the “I’m sorry” c.cake
experience?
Take it to an extreme:
HMW design c.cake that solves fraud?
Explore the opposite:
HMW design c.cake that elicits hatred?
Insight: “Sharing chocolate cake (c.cake) is an expression
of genuine care.”
Question an assumption:
HMW make spicy c.cake?
Create an analogy from insight:
HMW make c.cake like a therapy
session?
Focus in on an element:
HMW amplify the satisfaction of a first
bite of c.cake?

22. Practice Exercise
Imagine you are in the ____ business
O fruit salad
O clothing apparel
O digital watch
O autonomous vehicle
Choose at least ONE and ideate with HMW

23. Mash Up
STEP 1 - FRAME
Articulate the challenge as a “How Might We” statement.
STEP 2 - NARROW
Pick two broad, unrelated categories, like hospitals and hotels or waiting rooms
and schools. Think outside the industry.
STEP 3 - GENERATE
Starting with one category at a time, list as many elements of these two
experiences you can in two minutes.
STEP 4 - MASH-UP
Combine items from the two lists to ideate as many new products, services or
experiences as you can.

24. Example
Imagine you are in hospital industry

25. Category 1
Elements of the Hospital Experience
1. Sitting in the waiting room
2. Receiving updates from doctors
3. Feeding enervate family
4. Checking up on hospitalized family
5. Paying bills
Frame: “HMW we create a wonderful experience for friends
and families of patients in our hospital?”
Category 2
Things you would find in a hotel
A. Swimming pool
B. Minibar
C. Bed
D. Massage parlor
E. Hot tub
Mash-ups with definitions
1B. Hospital Waiting Minibar - a fridge filled with healthy
food and drinks.

26. Practice Exercise
Imagine you are in the ____ business
O pharmaceutical
O backpack
O robotics
O high school education
Choose at least ONE and ideate with Mash-up

27. SCAMPER
The idea is that everything new is a variation of something already in
existence
Substitute
Combine
Adapt
Modify/
Magnify
Put to another
use
Eliminate
Rearrange/
Reverse

28. Take away a part of the selected thing, concept or situation
and replace it with something else.
Questions
What resources or materials can you swap or substitute to
enhance the product?
Can you utilize other materials or ingredients?
Is it possible to replace someone involved?
Which rules can you substitute or change?
Trigger Words
alternate, rename, reposition, stand in, replace
Substitute

29. Combine elements of the situation or problem you’re facing
so as think up something new.
Questions
What parts, ideas or materials could be possibly combined?
Can different elements be combined to enhance it?
Trigger Words
become one, bring together, intermix, link, unite,
amalgamate
Combine

30. Find a solution for another problem that you may mold to
suit your situation.
Questions
Is there a solution you can take from somewhere else and
mold it to suit this one?
Is there a similarity between the current situation and
something else?
What else does the product/service resemble?
Trigger Words
adopt, alter, become, accustomed, change, incorporate,
match, readjust, revise
Adapt

31. Which ideas can you produce if you modify/magnify your
situation or problem?
Questions
Is there anything you can make bigger, higher or larger?
What can you duplicate? Is it possible to create multiple
copies?
Can you increase the frequency?
Trigger Words
amplify, boost, expand, grow, increase, lengthen, multiply,
overstress, strengthen, augment, enlarge, heighten
Modify/
Magnify

32. How can you put your current idea to different uses or what
could be reused from elsewhere so as to fix your own
problem?
Questions
Who else can utilize this product?
What else could it be utilized for?
Is there some other problem that your product may be a
solution for?
Trigger Words
employ, expand, reposition, apply, behave, contextualize,
employ,
Put to
another use

33. What would happen if you eliminated components or
elements of your idea or if you minimized, reduced or
simplified aspects of it?
Questions
How can you simplify or streamline this product?
Is it possible to eliminate the rules?
What is unnecessary or non-essential?
Trigger Words
abolish, disregard, eradicate, lessen, moderate, purge,
restraint, simplify, throw out, control, destroy, exclude
Eliminate

34. Can you do some kind of rearranging?
Questions
Can you interchange components?
Can you interchange the patterns or layout?
How can you reorganize this product?
What if you engaged in the exact opposite of what you
originally intended?
Trigger Words
adjourn, change, drive backward, overturn, put off, readjust,
relocate, reorder, reschedule, switch, delay, postpone,
rearrange, reposition, swap and undo.
Rearrange/
Reverse

35. Examples
Let’s apply SCAMPER to a pen
Substitute
Combine
Adapt
Modify/
Magnify
Put to another
use
Eliminate
Rearrange/
Reverse

36. Substitute:
Replace nib
with knife, ink
with iron
Combine: a
laser beam for
use as pointer,
and ppt clicker
Adapt: use the
pen top as a
container
Modify: body
can be made
flexible to wrap
around arm
Put to other
uses: utilize for
acupuncture
Eliminate: no
need for cover
with retractable
knife
Rearrange:
position
plunger on side
of barrel

37. Practice Example
Imagine you’re working on _______ .
O an e-commerce service
O a dictionary
O a school voting system
O a phone charger
Choose ONE and ideate with SCAMPER

38. Idea Dashboard
1. What is it?
_________________________________
2. How does it work?
_________________________________
3. Why is it important to our user?
_________________________________
**Answer in full sentences

39. Presenting

40. Dimensions
RhetoricDelivery
Preparations

41. Delivery
Guy Kawazaki’s 10-20-30 Rule
10 slides max
20 minutes max
30 point font min
Employ Imagery
Be brief and concise

42. Delivery
Enunciate properly
Emphasizing with speed
Emphasizing with repetitions
Emphasizing with silence
Confidence

43. Rhetoric
Artistic Proofs
Ethos
Pathos
Logos

44. Examples

45. Examples

46. Evidence Defeats Doubt
D: Demonstrations
E: Examples
F: Facts
E: Exhibits
A: Analogies
T: Testimonials
S: Statistics

47. Preparations
Mirror technique
Flash cards with summaries
Utilize mnemonics
Familiarity with stage
Familiarity with content
Practicing Intro and Ending

48. Preparations
Intro
“Look around the room. One
in three of you will likely be
out of business this time next
year if you don’t change two
simple things you are doing
right now.”
Intro
“Let’s take a quick poll. How
many of you are not active
users of Instagram?”
CaptivatingStatement
Question

49. Preparations
Intro
“Just yesterday, I went back
to my room and found my
roommate sitting with a big
smile on his face. I asked him
what in the world was
making him so happy and he
began to tell me this story.”
Intro
“If there were a way you
could make money by doing
what you absolutely loved,
you would probably want to
know about it, right?”
Incident
Createagreementonneed

50. Preparations
Ending
“Let’s do this together. We
can do this… for the sake of
our future generations.”
Ending
“The earth is all we have.
Let’s create a greener planet
for our children and
grandchildren.”
Throwdownachallenge
Appealtonoblermotives

51. Preparations
Ending
“And so like Maya Angelou
said, ‘If you are always trying
to be normal, you will never
know how amazing you can
be’”
Ending
“Finally, remember the three
most important words in real
estate: location, location,
location.”
Useaquotation
Repeatyourkeypoints

52. Practice Exercise
Choose one style and practice!
Captivating Statement
Question
Incident
Create agreement on
need
Appeal to nobler
motives
Use a quotation
Repeat your key points
Throw down a challenge
INTRO ENDING

54. Questions?

55. Thank You!