This document discusses design thinking and some of its key principles. It describes design thinking as a human-centered approach that involves identifying latent user needs through observation and insight. It emphasizes that solutions must be feasible, viable, and desirable. The document outlines the three spaces of innovation - inspiration, ideation, and implementation. It also provides qualities of creative minds, such as being courageous, playful, and empathetic, as well as rules of engagement for design thinking, like exploring fringe ideas and ensuring solutions benefit users.

1. @WisnuDewobroto
Design Thinking

2. See everything as a film. You are the filmmaker.
Everything is a source
@WisnuDewobroto

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27. What is Design Thinking?

29. Design Thinking

30. IDEO (pronounced “eye-dee-oh”) is an award-winning global design
firm that takes a human-centered, design-based approach to helping
organizations in the public and private sectors innovate and grow.
We identify new ways to serve and support people by uncovering
latent needs, behaviors, and desires.
We envision new companies and brands, and we design the products,
services, spaces, and interactive experiences that bring them to life.
We help organizations build creative culture and the internal systems
required to sustain innovation and launch new ventures.

32. must be possible for
the foreseeable
future
must be part of
a sustainable
business model
must be
appealing to
and for your
audience

33. how : three spaces of innovation
inspiration
the problem or
opportunity that
motivates the
search for solution
ideation
the process of
generating,
developing,
and testing ideas
implementation
the path that leads from the
project room to the market

34. converting need into demand
Insight
learning from
the lives of
other
Observation
watching people don’t do,
Listening to what they
don’t say

35. insight|observation
moment.a love.a dream.

38. Creativity, Innovation, Value

39. Creativity is the capability or act of
conceiving something original or
unusual

43. Innovation is the implementation of
something new

48. Value, making products and providing
services that customers find
consistently useful

56. principles
of
design
thinking

57. • innovation
• inspiration
• ideation
• implementation

58. innovation

59. invention with success

60. inspiration

61. problem
or
opportunity
that
needs
solving

62. ideation

63. process of generating ideas

64. process of testing ideas

65. process of developing ideas

66. implementation

67. path from project to market

68. what
is
It,
really?

69. it brings constraints

70. into harmonious balance

71. •feasible: must be possible in
foreseeable future
•viable: must be part of a sustainable
business model
•desirable: must be appealing to and
for your audience

72. it’s not just about differentiation

73. it’s about
perverting the
norm.

74. with the way people think
it’s about screwing

75. it’s about
destroying
sacred
traditions

76. it’s inherently experimental

77. it’s inherently flexible

78. needs and desires
it identifies unknown or latent

79. complexity is a great beginning

80. simplicity is the best solution

81. they will have
no choice
but to pay
attention

83. qualities
of a
creative
mind

84. be courageous

85. take risks

86. get
wet

87. play

88. cultivate
empathy

89. be idea obsessed

91. rules
of
engagement

92. optimism built on trust

93. explorethe fringe

94. conventional
market research

95. may only lead
to
incremental
change

96. if every
one
agrees,
you’re
probably
all
wrong

97. solve buyers’ problems not sellers’

98. us vs. them

99. no!

100. us with them

101. yes!

102. we’re in this together

103. reward achievements

104. and failures

105. remember

106. • innovation, inspiration, ideation,
implementation
• feasible, viable, desirable
• reward achievements and failures
• explore the fringe
• it’s about us with them
• it’s ok to fail—within limits
new rules

107. • courageous
• optimistic
• playful
• egoless
• empathetic
• agile
be