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WHAT IS DESIGN THINKING?
SESSION 3 (out of 10)
INTRODUCTION TO
DESIGN THINKING
This session is part of a 10-weeks course
given to master students of the SOLVAY
BRUSSELS SCHOOL OF ECONOMICS
AND MANAGEMENT by professor Olivier
WITMEUR.
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR 2
•  Are opportunities found or
made?
•  How to foster your creativity?
QUESTIONS AGENDA RESOURCES
•  Introduction to Design
thinking
•  Your entrepreneurial journey
•  Design Thinking (HBR)
Desired Outcomes of the Session
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
DESIGN THINKING
#1
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Design Thinking
4
“ Design thinking can be described as a
discipline that uses the designer’s
sensibility and methods to match
p e o p l e ’s n e e d s w i t h w h a t i s
technologically feasible and what a
viable business strategy can convert
into customer value and market
opportunity. ”
- Tim Brown (Ideo)
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
ABC Nightline - IDEO Shopping Cart
5
Questions
•  What are the main steps in the IDEO process?
•  What resources do you need to make Design Thinking successful?
http://www.youtube.com/watch?v=M66ZU2PCIcM (8:12)
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Think and act like a designer
6
See also lean startup session
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Identify a Design Challenge
7
Start with a problem to solve … not a predefined solution.
Examples:
–  How can we raise kids' awareness of the benefits of fresh food so they can make better choices?
–  What global challenge do you think innovation leaders should work to solve right now?
–  How might we increase the availability of affordable learning tools & services for students in the
developing world?
Be precise about the audience / market.
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Looking for a challenge and ways to find a solution
8
How?
•  Leave the school / the office
•  Search inspiration from around the world
•  Be empathic
•  Observe… just watch!
Toolbox
•  Never stop asking open questions and challenge the status quo
•  Ask questions with the same innocence as a child.
+ 5 Why...
+ What if...
+ Why not...
+ How else can we do this...
+ How can we improve this...
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Empathy map
9
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Ideation
10
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Ideation
11
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Creativity / Brainstorming Basic Rules
12
Defer judgment
Build on the ideas of others
Encourage wild ideas
Go for quantity
Be visual
Stay focused on the topic
One conversation at a time
The boss speaks first
Everybody gets a turn
Experts only please
Do it off-site
No silly stuff
Write down everything
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
The Marshmallow Challenge
13
(6:52)http://www.ted.com/talks/view/lang/en//id/837
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Low fidelity prototyping: examples
14
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Prototyping: Build and Learn
15
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Design a Value Proposition
16
* Source: http://www.businessmodelalchemist.com/2012/01
EMPATHY MAP
OBSERVEDESIGN
WHY?WHAT?
VALUE PROPOSITION CUSTOMER SEGMENT
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR 17
NEVER STOP
WONDERING
&
ASKING!
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
A real passion for entrepreneurship education and entrepreneurs.
•  Student entrepreneurs: 2x
•  Full time entrepreneur: once, in a team of 5
•  Coach: 500+ projects over the last 20 years
•  (Advisory) Board member in multiple new ventures
•  Policy making: 2x
•  Director of Solvay Entrepreneurs
•  PhD in entrepreneurship in 2008
•  … never as an investor
My wife (as Colombo), no kids, one dog (Vicky).
18
Olivier Witmeur (Belgian, 46)
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Solvay entrepreneurs is the entrepreneurship center of the Université Libre de
Bruxelles. We support entrepreneurs through the development of their venture, from
an idea to a successful and sustainable business.
19
Solvay Entrepreneurs
Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR
Let’s keep in touch!
202014%©%Olivier%Witmeur
FOLLOW US ON
LinkedIn.com/company/
Solvay-Entrepreneurs
in
Facebook.com/
SolvayEntrepreneurs
f
Twitter.com/
SolvayStart
t
SolvayEntrepreneurs.be
www
YouTube.com/user/
SolvayEntrepreneurs
Foursquare.com/
SolvayStart

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WHAT IS DESIGN THINKING? - SESSION 3

  • 1. www.solvayentrepreneurs.be WHAT IS DESIGN THINKING? SESSION 3 (out of 10) INTRODUCTION TO DESIGN THINKING This session is part of a 10-weeks course given to master students of the SOLVAY BRUSSELS SCHOOL OF ECONOMICS AND MANAGEMENT by professor Olivier WITMEUR.
  • 2. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR 2 •  Are opportunities found or made? •  How to foster your creativity? QUESTIONS AGENDA RESOURCES •  Introduction to Design thinking •  Your entrepreneurial journey •  Design Thinking (HBR) Desired Outcomes of the Session
  • 3. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR DESIGN THINKING #1
  • 4. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Design Thinking 4 “ Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match p e o p l e ’s n e e d s w i t h w h a t i s technologically feasible and what a viable business strategy can convert into customer value and market opportunity. ” - Tim Brown (Ideo)
  • 5. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR ABC Nightline - IDEO Shopping Cart 5 Questions •  What are the main steps in the IDEO process? •  What resources do you need to make Design Thinking successful? http://www.youtube.com/watch?v=M66ZU2PCIcM (8:12)
  • 6. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Think and act like a designer 6 See also lean startup session
  • 7. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Identify a Design Challenge 7 Start with a problem to solve … not a predefined solution. Examples: –  How can we raise kids' awareness of the benefits of fresh food so they can make better choices? –  What global challenge do you think innovation leaders should work to solve right now? –  How might we increase the availability of affordable learning tools & services for students in the developing world? Be precise about the audience / market.
  • 8. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Looking for a challenge and ways to find a solution 8 How? •  Leave the school / the office •  Search inspiration from around the world •  Be empathic •  Observe… just watch! Toolbox •  Never stop asking open questions and challenge the status quo •  Ask questions with the same innocence as a child. + 5 Why... + What if... + Why not... + How else can we do this... + How can we improve this...
  • 9. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Empathy map 9
  • 10. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Ideation 10
  • 11. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Ideation 11
  • 12. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Creativity / Brainstorming Basic Rules 12 Defer judgment Build on the ideas of others Encourage wild ideas Go for quantity Be visual Stay focused on the topic One conversation at a time The boss speaks first Everybody gets a turn Experts only please Do it off-site No silly stuff Write down everything
  • 13. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR The Marshmallow Challenge 13 (6:52)http://www.ted.com/talks/view/lang/en//id/837
  • 14. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Low fidelity prototyping: examples 14
  • 15. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Prototyping: Build and Learn 15
  • 16. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Design a Value Proposition 16 * Source: http://www.businessmodelalchemist.com/2012/01 EMPATHY MAP OBSERVEDESIGN WHY?WHAT? VALUE PROPOSITION CUSTOMER SEGMENT
  • 17. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR 17 NEVER STOP WONDERING & ASKING!
  • 18. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR A real passion for entrepreneurship education and entrepreneurs. •  Student entrepreneurs: 2x •  Full time entrepreneur: once, in a team of 5 •  Coach: 500+ projects over the last 20 years •  (Advisory) Board member in multiple new ventures •  Policy making: 2x •  Director of Solvay Entrepreneurs •  PhD in entrepreneurship in 2008 •  … never as an investor My wife (as Colombo), no kids, one dog (Vicky). 18 Olivier Witmeur (Belgian, 46)
  • 19. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Solvay entrepreneurs is the entrepreneurship center of the Université Libre de Bruxelles. We support entrepreneurs through the development of their venture, from an idea to a successful and sustainable business. 19 Solvay Entrepreneurs
  • 20. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR Let’s keep in touch! 202014%©%Olivier%Witmeur FOLLOW US ON LinkedIn.com/company/ Solvay-Entrepreneurs in Facebook.com/ SolvayEntrepreneurs f Twitter.com/ SolvayStart t SolvayEntrepreneurs.be www YouTube.com/user/ SolvayEntrepreneurs Foursquare.com/ SolvayStart