Design thinking is a process that uses design methods to match customer needs with technological capabilities. It involves understanding customer desires and creating innovative solutions through inspiration, ideation, and implementation. Examples include Shimano designing casual bikes to appeal to aging baby boomers intimidated by cycling, and Bank of America launching a "Keep the Change" savings account that automatically deposits spare change from debit purchases into savings.

1. Design Thinking
Adrianna Ryles
2/10/14

2. What is Design Thinking?
A discipline that uses the designer’s sensibility and
methods to match people’s needs with what is
technologically feasibly.
It is also what a viable business strategy can
convert into customer value and market
opportunity.

3. Why is it necessary for
marketers?
Thinking like a designer can transform the way you
develop products, services, processes and
strategy.
Ideas can be created to better meet the
consumers’ needs and desires through design
thinking.

4. What Is The Process?
The design process is described as a system of
spaces rather than a predefined series of steps.
1. Inspiration
There are 3 defined spaces:
1. Inspiration
2. Ideation
3. Implementation
3.
Implementation
2. Ideation

5. Cont…
1) Inspiration: The problem or opportunity that has arisen.
2) Ideation: The process of generating , developing and
testing ideas that lead to the solutions. ex: prototyping
3) Implementation: Designing a path into the market. How will
this product be marketed?

6. Examples of Design Thinking
-ShimanoShimano and IDEO collaborated on a casual bike that appeals
to boomers.
Market Research:
 90% of American adults don’t ride bikes
 Almost all consumers rode a bike as a child and had happy
memories
 Consumers are intimidated by




younger cyclist
complexity of bikes and accessories
Dangers of cycling on roads not necessarily for riding
Demands of maintaining a sophisticated bike

7. Innovation – “Coasting”
Shimano and IDEO came up with the concept of Coasting.
Coasting would aim to entice lapsed bikers into an activity that
was simple, straightforward and fun. These bikes were built
more for pleasure than for sport. They designed this
bike, including the sales experience, to solve the issues that
boomers initially had with cycling.

8. Examples of Design Thinking
-Bank Of AmericaBank Of America launched a new savings account called
“Keep The Change”
IDEO identified a consumer behavior that almost everyone
does. After paying cash for something, most people put the
coins in a piggy bank at home then later desposit the money
into a savings account.

9. Innovation
“Keep The Change”
Bank of America built this behavior into a debit card account.
Customers can choose to have the total rounded up to the
nearest dollar and the difference is deposited into their savings
account.
Example: Customer makes a purchase for $10.45. This is rounded
to $11, therefore $0.55 is deposited into their savings account.

10. Discussion
Successful brands create breakthrough ideas that are inspired
by a deep understanding of consumers’ lives. They use the
principles of design to innovate and build value.
What is an example of a brand that best
exemplifies this idea?