The document discusses design thinking as a method for finding innovative solutions to complex, 'wicked' problems. It emphasizes the importance of curiosity, resilience, and a creative environment for successful problem-solving, along with iterative processes like observation, ideation, and prototyping. The authors advocate for interdisciplinary teamwork and fostering a culture where failure is accepted as part of the learning process.

1. DESIGN THINKING.
How to Find Innovative Solutions for Wicked Problems?
Jochen Gürtler, Design & Co-Creation Center (SAP AG)
Dr. Tobias Hildenbrand, Idea-2-Market Design & Engineering (SAP AG)
6th June 2013, Entwicklertag Karlsruhe, Germany

2. © 2013 SAP AG. All rights reserved. 2Public
ABOUT JOCHEN People. Ideas. Results.
Expertise
Master in Computer Science
15 year professional software development in different roles like
developer, architect, product owner and manager
Certified Gestalt practitioner & Business Coach
Design Thinking Coach & Teacher
Interests
My children, my family, my friends
Traveling all around the world
Jazz and playing trumpet
Writing books and blogs
Cinema and movies
What is needed for change and growth?
© SAP 2013 | 2

3. © 2013 SAP AG. All rights reserved. 3Public
ABOUT TOBIAS Combining design & engineering.© SAP 2013 | 3
 English/Latin
 Business
Administration
 Marketing incl.
Market Research
 „Design
Thinking“
 Math/Physics
 Computer
Science
 Software
Engineering
 Lean/Agile
Development

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How do you solve problems today?

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SOMETIMES IT IS NOT THAT DIFFICULT You know the solution.

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SOMETIMES IT IS A SIMPLE DECISION Cash or credit?

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SOMETIMES IT’S SIMPLY A GUT FEELING.

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SOMETIMES THERE ARE JUST TOO MANY OPTIONS.

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SOMETIMES IT IS CHALLENGING We never solved this problem before.

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SOMETIMES YOU CAN SPLIT IT INTO SMALLER ONES.

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SOMETIMES THERE IS A SIMPLE RULE TO FOLLOW …

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… BUT THIS DOES NOT WORK FOR ALL OUR PROBLEMS?

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A TYPICAL STUDENT “PROBLEM” - THE BEER CASE RUN.

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THE RESULT – DESPITE “THERE’S NO BEER ON HAWAII”

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Wicked problem =
“a problem that is difficult or
impossible to solve because of
incomplete, contradictory, and
changing requirements that are
often difficult to recognize.”

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HOW CAN WE SOLVE THE ‘REAL’ PROBLEMS?

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The needed thinking

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BE CURIOUS TO LEARN MORE.
“I HAVE NO SPECIAL TALENT. I AM ONLY
PASSIONATELY CURIOUS.” - ALBERT EINSTEIN

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DO NOT GIVE UP TOO EARLY.
“OUR GREATEST WEAKNESS LIES IN
GIVING UP. THE MOST CERTAIN WAY
TO SUCCEED IS ALWAYS TO TRY JUST
ONE MORE TIME.” THOMAS A. EDISON

20. © 2013 SAP AG. All rights reserved. 20Public© SAP 2012 | 20© SAP 2013 | 20
RECOGNIZE OPPORTUNITIES.
„GENIE IST IN WAHRHEIT KAUM MEHR ALS DIE
FÄHIGKEIT, AUF UNGEWÖHNLICHE WEISE
WAHRZUNEHMEN.“ - WILLIAM JAMES

21. © 2013 SAP AG. All rights reserved. 21Public© SAP 2012 | 21© SAP 2013 | 21
A LITTLE BIT COURAGE IS HELFUL.
„THE ONES WHO ARE CRAZY ENOUGH
TO THINK THAT THEY CAN CHANGE
THE WORLD, ARE THE ONES WHO
DO.” - STEVE JOBS

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FOLLOW A PLAN.
“I NEVER DID ANYTHING BY ACCIDENT, NOR DID ANY OF MY
INVENTIONS COME BY ACCIDENT. THEY CAME BY WORK.” THOMAS A. EDISON

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A proven approach
for solving (wicked) problems

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WHAT THE HELL IS DESIGN THINKING?
FINDING INNOVATIVE SOLUTIONS FOR WICKED
PROBLEMS BY COMBINING A DIVERSE TEAM WITH
A CREATIVE SPACE AND AN ITERATIVE APPROACH.

25. © 2013 SAP AG. All rights reserved. 25Public© SAP 2012 | 25 SPACE = CULTURE OF TRUST & CREATIVEMENTINTERDISCIPLINARY TEAMS OF T-SHAPED PEOPLE.© SAP 2013 | 25

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FLEXIBLE ROOM FOR THE TEAM.

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SPACE TO EXPLORE THE PROBLEM & ITERATE THE SOLUTION.

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CREATIVE CULTURE Where failing is actually also a good thing.

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THE BASIC STEPS Iteratively explore problem and solution space.

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FIRST UNDERSTAND THE PROBLEM …

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… BEFORE YOU START SOLVING IT.

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UNDERSTAND What is the problem, we would like to solve?

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OBSERVE How do your potential customers experience the problem today?

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Address the right question …and create the right solution
TRY AND DO.
ASK AND LISTEN.
OBSERVE.
© SAP 2013 | 34
DIFFERENT WAYS TO GET EMPHATY FOR YOUR USER.

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DEFINE POINT-OF-VIEW User + Need + Insight.

36. © 2013 SAP AG. All rights reserved. 36Public© SAP 2012 | 36© SAP 2013 | 36
IDEATION Start with a lot of ideas to find good ones.

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IDEATION How to find solutions beyond the obvious?

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IDEATION Apply different proven creativity techniques.

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PROTOTYPING Make ideas tangible to elaborate and get feedback.

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TESTING Turn hypotheses into facts and be ready to fail.

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IMPLEMENTATION Yes, in the end we still develop software.

42. © 2013 SAP AG. All rights reserved. 42Public© SAP 2012 | 42© SAP 2013 | 42
“DESIGN IS NOT JUST WHAT IT
LOOKS AND FEELS LIKE.
DESIGN IS HOW IT WORKS.” -
STEVE JOBS
SUMMARY Why Design Thinking?

43. THANK YOU.
Contact:
Jochen Gürtler Dr. Tobias Hildenbrand
Design and Co-Innovation Center Idea-2-Market Design & Engineering
jochen.guertler@sap.com tobias.hildenbrand@sap.com