The document provides an overview of design thinking and the design thinking process. It discusses scoping, 360 degree research including field research, synthesis to gain insights and create personas/points of view, ideation to generate ideas, and validation by getting feedback from end users. The design thinking approach aims to combine the right people, needed space, and supporting process to create innovation by meeting user needs.

1. WELCOME
to @SAPInsideTrack 2012
in Eindhoven, NL
Infusing Design Thinking
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2. WHAT WE EXPECT Be open. Do it. Try it out.
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3. WHY WE DO THIS To meet the user’s needs.
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4. DESIGN THINKING
Things to Remember
 USE THE WHOLE SPACE. Do not limit  TIME-BOXING – yes, you will not have
yourself to the white board. enough time
 Active participation by everyone  Please – minimal use of cell phones,
computers, iPads
 Be VISUAL
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5. DESIGN THINKING
Create Innovation by combining the
right PEOPLE, the needed SPACE and
a supporting PROCESS.
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6. THERE IS NO MAGIC.
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7. AND IT’S NOT ABOUT LUCK.
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8. THE RIGHT PEOPLE.
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9. NO LONESOME RESEARCH.
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10. INTERDISCIPLINARY TEAMS of T-shaped people.
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11. DIFFERENT MINDSETS & EXPERIENCES.
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12. THE NEEDED SPACE.
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13. FLEXIBLE ENVIRONMENT
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14. THE TEAM SPACE IS YOURS
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15. THE SUPPORTING PROCESS.
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16. THE DESIGN THINKING APPROACH
360°
SCOPING SYNTHESIS IDEATE PROTOTYPE VALIDATE
RESEARCH
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17. CURIOSITY & WILLINGNESS TO LEARN.
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18. BE A CHILD.
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19. FAILURES ARE ALLOWED and a great opportunity to learn.
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20. SCOPING
What are you trying to achieve?
 focus of the solution  plan the project, based on the phases
 quick research to validate of the Design Thinking approach
 shift the project focus if necessary
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21. 360° RESEARCH go out of the building.
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22. 360° RESEARCH
Research, discover, explore and capture
 Find key insights  Understand stakeholders
 Find the real expert  Gather market information
 Gain empathy for the users  Research analogous situations
 Research adjacent situations
 Do field research to understand users
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23. 360° RESEARCH
Understand stakeholders
 Understand their expectations and
motivations
 map out their relationships to each
other and to the project goals.
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24. 360° RESEARCH
Gather market information
 Is the market big enough?  Consider analysts and thought
 What will be your unique selling leaders
proposition?
 Your competitive advantage?
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25. 360° RESEARCH
Do field research to understand users
 with the people for whom you are Here are some methods and tools to choose:
designing  Interviews and in context observations:
to get answers to specific questions
 Ethnographic studies: great to collect
data on peoples’ culture and contexts
 Make tools: great for collective
creativity
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26. FIELD RESEARCH
How you ask matters
 Leading questions are ineffective. Example Questions:
 Open-ended questions ‘what’, ‘why’,  What do you use to purchase your tickets?
‘how’, ‘when’, ‘where’, ‘who’ provide  How do you know which bus or train to
insights. take?
 Can you describe step by step how you
reach your goal?
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27. FIELD RESEARCH
What to do when you are with your end
users
Body language, listening, observation Collect artifacts
 Show visible signs of empathy.  What is the artifact and who uses it?
 Observe the users:  Who creates it and who receives it?
Do they look confused, nervous,  How is it used, reused, misused?
delighted?  Why do they use it this way?
 Let them finish their thought.
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28. FIELD RESEARCH
If you return early, do not try to
connect the dots and do not
jump to conclusions, yet.
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2010

29. SYNTHESIS Understand & gain insights
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30. SYNTHESIS
Understand and gain insights
Part one Part two
Storytelling Looking at the needs and motivations
Capturing key points Creating personas/a POV
Identifying user roles
Clustering and prioritization
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31. SYNTHESIS
Storytelling
 Make a list of users you saw  Be visual 
 Describe what you heard and observed  Put one statement per post-it and
 Try not to (mis)interpret or judge and articulate the statements clearly so that
indicate if you make an assumption they are understandable without other
 As the audience, try to note down all context.
important details on post-its  Use one color per user to have a
reference.
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32. THE ART OF STRUCTURING YOUR INSIGHTS.
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33. THE ART OF STRUCTURING YOUR INSIGHTS.
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34. SYNTHESIS
Creating personas
 Personas are fictional characters created to Your persona description might include:
represent user types.  name and picture
 They are useful in considering the goals,  demographics like age, education
desires, and limitations of the users to help  needs and tasks
to guide design decisions.  goals and aspirations
 Personas put a personal human face on
otherwise abstract data about customers
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35. SYNTHESIS
Coming up with a POV Point of View
POV = User + Need + Insight Template:
[Attributed user] needs (to) [Position]
The Point of View is one sentence that
because [Insight]
creates an image in your mind. Based on
Example:
an understanding of a user group and an The Department Supervisor needs time with
insight into a specific need, it narrows the customers, since knowing who they are
focus and makes the problem specific. enables her to optimize her ordering plan.
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36. IDEATION find ideas & go for quantity.
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37. IDEATION
Ideation is about brainstorming ideas
 The goal is to generate as many ideas as
possible
 At this point the team starts to imagine Creating
Choices
possibilities
 Do not check for feasibility and viability at
the beginning of ideation, this is done later
during prioritization
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39. Validate and validate your ideas.
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40. VALIDATION & ITERATION
Get feedback from end users
 Take your idea, re-visit end users  Create a storyline to show how a user
and take them through a scenario that employs the solution to reach the goal
shows how to reach the goal with the  Capture and later synthesize all feedback
new solution.  Ideate how the feedback can be worked
 Listen carefully to what they say. into the next iteration of your solution
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41. PROTOTYPE make ideas tangible.
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42. PROTOTYPING
Fail early, fail often
 A first or preliminary model of something.  The better it looks, the more narrow the
 Prototypes may show what something looks or feedback.
feels like, or how it operates.  Failure is simply part of understanding
 Prototypes make things tangible. and improving.
 It is made to test other peoples’ reaction, and to  Different types of prototyping.
help you learn and gain insights into what your
ideas mean to the people you are designing for.
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43. PROTOTYPING
Storyboards
 Visualize your solution  Storyboards help viewers to share the
 make it tangible by sketching it out holistic experience a user of a product
or service might go through.
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44. PROTOTYPING
Low fidelity Mockups
 Demonstrate Functionality,
 Don‘t try to be too perfect. “Key
(Look)&Feel of your Solution
functionality and screen flow is key,
 Compose low fidelity mockups by rather than finalized screenshots.“
using traditional material.
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45. CONSTRUCTIVE FEEDBACK CULTURE.
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46. THANK YOU Eindhoven
Now you are all
”Infused with Design Thinking”
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