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TEACHING TEAM



PROF. DR. FALK       PHILIPP    FRIEDERIKE         CHRISTOPHE     BORIS FRIEDRICH
 UEBERNICKEL     SKRIBANOWITZ   HOFFMANN            VETTERLI        MILKOWSKI




DESIGNTHINKING@UNISG.COM
WWW.DTHSG.COM                         DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING
    METHOD CARDS
             UNIVERSITY OF ST. GALLEN
      INSTITUTE OF INFORMATION MANAGEMENT

                PROF. DR. WALTER BRENNER
                PROF. DR. FALK UEBERNICKEL
                   CHRISTOPHE VETTERLI
                  PHILIPP SKRIBANOWITZ
                  FRIEDERIKE HOFFMANN
                BORIS FRIEDRICH MILKOWSKI
2
FOR WHOM IS DESIGN
     THINKING SUITABLE?
    FOR ALL COMPANIES THAT WANT TO TACKLE THE FOLLOWING CHALLENGES…


       DEVELOPMENT OF NEW PRODUCT, SERVICE AND BUSINESS MODEL PROTOTYPES


       “IDEA-BOOST” FROM OUTSIDE


       CREATING VALUE WITH FOCUS ON THE USER


       IMPROVEMENT OF INNOVATION PROCESSES



3                                        DESIGN THINKING | UNIVERSITY OF ST. GALLEN
WORKSHOP OF HSG STUDENTS WITH THEIR CORPORATE PARTNER




               DESIGN THINKING | UNIVERSITY OF ST. GALLEN
HUMAN - CENTERED
           INNOVATION

       FOCUS ON PEOPLE / CUSTOMERS AND THEIR NEEDS. NOT ON SPECIFIC TECHNOLOGIES
        OR OTHER CONDITIONS.


       INNOVATING AT THE INTERSECTION OF BUSINESS, TECHNOLOGY AND PEOPLE LEADS TO
        RADICAL NEW EXPERIENCE INNOVATION.


       THE USER IS THE ONE TO DECIDE IF A PRODUCT OR A SERVICE SHOULD EXIST OR BE
        ESTABLISHED.
4                                             DESIGN THINKING | UNIVERSITY OF ST. GALLEN
SOURCE: IDEO
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
ITERATIVE DESIGN
               PROCESS

    DURING THE ENTIRE PROJECT, DESIGN THINKING TEAMS WORK WITH AN ITERATIVE
    APPROACH: REDEFINING THE PROBLEM, NEEDFINDING, IDEATION, BUILDING OF
    PROTOYPES AND TESTING WITH THE USER. THE ITERATIVE APPROACH ENABLES A
    HIGHER EXPERTISE IN THE FIELD OF HUMAN NEEDS AND SUPPORTS A VARIETY OF
    RESULTS.




5                                       DESIGN THINKING | UNIVERSITY OF ST. GALLEN
SOURCE: STANFORD UNIVERSITY, ME310
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
(RE)DEFINE
                  THE PROBLEM
    THE PROBLEMS YOU ARE TRYING TO SOLVE ARE RARELY YOUR OWN – THEY ARE
    THOSE OF A PARTICULAR USER. IN ORDER TO DESIGN FOR THE USER, WE MUST
    UNDERSTAND WHO THEY ARE AND WHAT IS IMPORTANT TO THEM.


    YOU MIGHT ALSO ASK YOURSELF: ARE WE ACTUALLY ASKING THE RIGHT QUESTION
    HERE? THE EXAMPLE WITH THE TOOTHBRUSH DESCRIBES IT QUITE WELL. WHY DO WE
    LIMIT OURSELVES TO THE OBJECT OF A TOOTHBRUSH IF WE ARE ACTUALLY TRYING TO
    FIND SOLUTIONS FOR DENTAL CARE?




6                                         DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DENTAL CARE

  DESIGN THINKING | UNIVERSITY OF ST. GALLEN
NEEDFINDING &
          INSTANT EXPERTISE
    WATCHING WHAT PEOPLE DO AND HOW THEY INTERACT WITH THEIR ENVIRONMENT
    GIVES YOU CLUES ABOUT WHAT THEY THINK AND FEEL. IT ALSO HELPS US TO LEARN
    ABOUT WHAT THEIR NEEDS ARE. BY WATCHING PEOPLE YOU CAN CAPTURE PHYSICAL
    MANIFESTATIONS OF THEIR EXPERIENCES - WHAT THEY DO AND SAY. THIS WILL ALLOW
    YOU TO INTERPRET INTANGIBLE MEANING OF THOSE EXPERIENCES IN ORDER TO
    UNCOVER INSIGHTS. UNDERSTANDING HUMAN BEHAVIOUR IS KEY TO GENERATING THE
    BEST POSSIBLE SOLUTION.




7                                         DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
BRAINSTORM &
                   IDEATE


    IDEATE IS THE POINT IN THE DESIGN PROCESS AT WHICH WE FOCUS ON IDEA
    GENERATION. MENTALLY IT REPRESENTS A PROCESS OF “GOING WIDE” IN TERMS OF
    CONCEPTS AND OUTCOMES – IT IS A MODE OF “FLARING” RATHER THAN “FOCUSING”.
    IDEATION PROVIDES BOTH THE FUEL AND SOURCE MATERIAL FOR BUILDING PROTOTYPES
    AND GETTING INNOVATIVE SOLUTIONS INTO THE HANDS OF YOUR USERS.

8                                         DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
PROTOTYPE
                                  START BUILDING!


    EVEN IF YOU ARE NOT SURE WHAT YOU ARE DOING, THE ACT OF PICKING UP MATERIALS
    (POST-ITS, TAPE, AND FOUND OBJECTS ARE A GOOD WAY TO START!) IS GOOD ENOUGH
    TO GET YOU GOING. DO NOT SPEND TOO LONG ON ONE PROTOTYPE. MOVE ON
    BEFORE YOU FIND YOURSELF EMOTIONALLY ATTACHED TO IT. BUILD WITH THE USER IN
    MIND. WHAT DO YOU HOPE TO TEST WITH THE USER? WHAT SORTS OF BEHAVIOUR DO
    YOU EXPECT?   ANSWERING THESE QUESTIONS WILL HELP YOU TO FOCUS YOUR
    PROTOTYPING AND GENERATE MEANINGFUL FEEDBACK IN THE TESTING PHASE.




9                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
TEST
                                  SHOW, DON‘T TELL!


     PUT YOUR PROTOTYPE IN THE USERS’ HANDS AND DO NOT TALK (YET). WATCH HOW
     THEY USE (AND MISUSE!) WHAT YOU HAVE GIVEN THEM. HOW THEY HANDLE AND
     INTERACT WITH IT. LISTEN TO WHAT THEY SAY ABOUT IT AND TO THE QUESTIONS
     THEY POSE.


     ASK USERS TO COMPARE. BRINGING MULTIPLE PROTOTYPES TO THE FIELD FOR TESTING
     GIVES USERS A BASIS FOR COMPARISON AND OFTEN REVEALS LATENT NEEDS. IDENTIFY
     WHAT IS BEING TESTED WITH EACH PROTOTYPE. A PROTOTYPE SHOULD ANSWER A
     PARTICULAR QUESTION WHEN TESTED.




10                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
USER TESTING




DESIGN THINKING | UNIVERSITY OF ST. GALLEN
THE VISIONARY
                  STATEMENT
     AT THE VERY BEGINNING OF A PROJECT, DESIGN THINKING TEAMS RECEIVE THEIR
     VISIONARY STATEMENT FROM THE CORPORATE PARTNER THEY ARE WORKING WITH.
     OFTEN THIS PARTNER HAS HAD A CERTAIN CHALLENGE OR A FIELD OF INTEREST FOR
     QUITE SOME TIME, WHICH THEY NOW WANT TO TACKLE.


     EXAMPLES OF VISIONARY STATEMENTS INCLUDE: „SMALL CITY LIVING“, „WHY 4000
     CALLS?“, „SELF-SERVICE EXPERIENCE“. IT IS NECESSARY THAT THEY ARE FORMULATED
     QUITE BROADLY TO UNLEASH THE POTENTIAL OF DESIGN THINKING.



11                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
WHY DON‘T YOU WRITE YOUR VISIONARY STATEMENT HERE!




                   DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING
                METHOD
                               THE PROJECT MILESTONES




     DESIGN THINKING IS A STRUCTURED METHOD WITH CLEARLY DEFINED MILESTONES OVER A
     PROJECT TIMELINE. IT IS ALWAYS EXPLICIT WHICH PHASE YOU ARE IN.


     EACH PHASE FINISHES WITH A TEAM PRESENTATION. CLEAR STRUCTURE HELPS TO REFLECT
     ON THE THINGS LEARNED IN THE PRECEDING PHASE.

12                                            DESIGN THINKING | UNIVERSITY OF ST. GALLEN
= ITERATIVE DESIGN PROCESS




                                         FUNKY
                                       PROTOTYPE


                             DARK
                             HORSE                 FUNCTIONAL
                           PROTOTYPE                PROTOTYPE


                CRITICAL                                            X-IS
               FUNCTION                                          FINISHED
              PROTOTYPE                                         PROTOTYPE


   DESIGN
    SPACE                                                                     FINAL
EXPLORATION                                                                 PROTOTYPE




                                                   DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DIVERGING PHASES


          DESIGN     CRITICAL      DARK
           SPACE    FUNCTION       HORSE
        EXPLORATION PROTOTYPE    PROTOTYPE




13                        DESIGN THINKING | UNIVERSITY OF ST. GALLEN
CONVERGING PHASES


                               X-IS
   FUNKY      FUNCTIONAL     FINISHED       FINAL
  PROTOTYPE   PROTOTYPE     PROTOTYPE    PROTOTYPE




                           DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN SPACE
                  EXPLORATION


     IN THIS PHASE, A TEAM TAKES PART IN SO CALLED DESIGN SPACE EXPLORATION. THIS
     ENTAILS DOING RESEARCH ON TOPICS RELATED TO THE FIELD OF ITS CHALLENGE. THIS
     CAN BE DONE BY OBSERVING AND INTERVIEWING PEOPLE AND USERS IN THESE
     PARTICULAR AREAS AND SITUATIONS. THE GOAL OF THE DESIGN SPACE EXPLORATION
     PHASE IS TO IDENTIFY CRITICAL FUNCTIONS FROM THE CONSUMER PERSPECTIVE.


14                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN SPACE EXPLORATION ON “SELF-SERVICE EXPERIENCE”:
HOW DOES A SHERPA SERVE HIS CLIENT?




            DESIGN THINKING | UNIVERSITY OF ST. GALLEN
CRITICAL FUNCTION
                PROTOTYPE

     THINGS LEARNED IN THE DESIGN SPACE EXPLORATION PHASE SHOULD NOW BE ADDRESSED
     BY CRITICAL FUNCTION PROTOTYPES. FOR EACH CRITICAL FUNCTION IDENTIFIED, THERE
     SHOULD BE ONE OR MORE PROTOYPES BUILT THAT TRY TO SOLVE A PARTICULAR ISSUE.
     EXAMPLES OF CRITICAL FUNCTIONS INCLUDE: SIMPLICITY, INDIVIDUALIZATION, PRIVACY AND
     FLEXIBILITY.
     HERE, AS IS TYPICAL IN DIVERGING PHASES, IT IS DESIRABLE TO PRODUCE MANY PROTOTYPES
     INSTEAD OF ONE FINALIZED VERSION. THE MORE TANGIBLE PROTOTYPES, THE BETTER.
15                                             DESIGN THINKING | UNIVERSITY OF ST. GALLEN
CRITICAL FUNCTION PROTOTYPE: “TOOLBOX”
CRITICAL FUNCTION ADDRESSED: INDIVIDUALIZATION




                                                   SOURCE: DEUTSCHE BANK AG
      DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DARK HORSE
                    PROTOTYPE


     CHALLENGE THE ASSUMPTIONS YOU HAVE PREVIOUSLY MADE. BUILD A PROTOTYPE
     THAT FROM AN OUTSIDE PERSPECTIVE IS UNLIKELY TO WIN. THIS IS THE PHASE WHERE
     THE TEAM TAKES EXTREME APPROACHES. IF, FOR INSTANCE, YOU ARE DESIGNING A
     BETTER HR PORTAL, YOU MIGHT PROPOSE SHUTTING DOWN THE WHOLE PORTAL.
     ALTERNATIVELY, IMAGINE A CAR MANUFACTURER THAT DIDN’T MAKE CARS ANYMORE.
     WHAT WOULD IT SELL?
16                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DARK HORSE PROTOTYPE: “BUDDY AUGMENTED”




 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FUNKY
                       PROTOTYPE


     THE FUNKY PROTOTYPE COMBINES THE MOST SUCCESSFUL ELEMENTS OF THE PROTOTYPE
     FROM PRECEDING PHASES. YOU UNDERSTAND THE SCOPE OF THE PROBLEM. YOU ARE ON
     TRACK WITH A VIABLE SOLUTION OR APPROACH. YOU HAVE A WORKABLE PLAN TO
     ACHIEVE SUCCESS. A VISION OF WHERE THE JOURNEY IS HEADING STARTS TO BECOME
     CLEAR.

17                                         DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FUNKY PROTOTYPE: “TIMELINE”




                                             SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FUNCTIONAL
                      PROTOTYPE


     THE FUNCTIONAL PROTOTYPE GIVES YOU A PREVIEW OF WHAT THE FINAL PROTOTYPE
     WILL LOOK LIKE. YOU HAVE THE MAJOR TECHNICAL & HUMAN ISSUES MORE OR LESS
     FIGURED OUT (ALTHOUGH NOT COMPLETELY ADDRESSED IN YOUR PROTOTYPE). YOU
     KNOW WHAT YOU ARE DOING AND HAVE CONCRETE PLANS FOR GOING FORWARD. IT IS
     CRUCIAL AT THIS POINT THAT THIS PROTOYPE IS CLEAR AND CONVINCING TO THE PEOPLE
     INVOLVED SUCH AS THE CORPORATE PARTNER.
18                                           DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FUNCTIONAL PROTOTYPE: “TIMELINE”




                                             SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
X-IS FINISHED
                      PROTOTYPE

                                         X
     TIME IS SHORT AS THE DEADLINE FOR THE FINAL PROTOTYPE IS NEARING. X DESCRIBES ONE
     SPECIFIC DESIGN ELEMENT OF THE PROTOTYPE THAT SHOULD BE HIGHLY DEVELOPED AT
     THIS POINT IN TIME. IT SHOULD FUNCTION AS IT WOULD FUNCTION IN THE FINAL
     PROTOTYPE. THIS X COULD BE FOR INSTANCE THAT THE DATABASE INTEGRATION IS
     WORKING OR THAT THE INTERACTION WITH THE USER INTERFACE IS GIVEN.



19                                            DESIGN THINKING | UNIVERSITY OF ST. GALLEN
X-IS FINISHED PROTOTYPE: “TIMELINE”




                                               SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FINAL
                       PROTOTYPE


     AT THE VERY END OF A DESIGN THINKING PROJECT, A HIGH-RESOLUTION PROTOTYPE IS
     READY TO BE PRESENTED. THIS PROTOTYPE SHOULD GIVE YOU A CLEAR UNDERSTANDING
     OF HOW IT WORKS AND WHAT THE IDEAS BEHIND IT ARE. THE SCOPE OF FUNCTIONS
     ARE SO WELL WORKED OUT THAT A         FOLLOWING PROJECT TEAM WITHIN THE
     CORPORATE SPONSOR COULD EASILY BE SET UP TO WORK ON THE ACTUAL
     IMPLEMENTATION.

20                                         DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FINAL PROTOTYPE: “TIMELINE”




                                             SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
SUCCESS




                                                                                         SOURCE: DEUTSCHE BANK AG
                             STORY
                             FROM PROTOTYPE TO SERVICE


     IN 2009, THE DESIGN THINKING TEAM AT DEUTSCHE BANK DEVELOPED A NEW APPROACH
     TO CREATING INTEREST AND DEMAND FOR FINANCIAL ADVISORY. IN JUST ONE YEAR,
     DEUTSCHE BANK DEVELOPED THIS SERVICE FROM THE ORIGINAL PROJECT. SUPPORTED BY
     INTUITIVE TOUCH TECHNOLOGIES, CUSTOMERS CAN EXPLORE THEIR FUTURE WISHES.
     THIS ENABLES A MUCH MORE INDIVIDUAL DISCUSSION WITH THE ADVISOR AND DEEPENS
     THE RELATIONSHIP BETWEEN CUSTOMERS AND DEUTSCHE BANK.




21                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
FINAL PROTOTYPE: “MEIN ZUKUNFTSPLANER”




                                             SOURCE: DEUTSCHE BANK AG
                                             SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING
            @ WORK
     EXPERIENCE AND GET IN TOUCH WITH DESIGN THINKING AS ONE METHOD FOR
      CUSTOMER FOCUSED AND RADICAL INNOVATION BASED ON PROTOTYPING.
       THERE ARE BASICALLY TWO WAYS OF BRINGING DESIGN THINKING INTO
                            YOUR ORGANIZATION:




        DESIGN THINKING @ HSG               EMBEDDED DESIGN THINKING

22                                     DESIGN THINKING | UNIVERSITY OF ST. GALLEN
THE STUDENTS AND TEACHING TEAM AT STANFORD CAMPUS, 2010




               DESIGN THINKING | UNIVERSITY OF ST. GALLEN
DESIGN THINKING
                 @ HSG


     BECOME A CORPORATE SPONSOR OF A DESIGN THINKING TEAM AT THE UNIVERSITY OF
     ST. GALLEN. THIS TEAM CAN ALSO BE A GLOBAL TEAM WITH STUDENTS FROM STANFORD
     UNIVERSITY. OVER 10 MONTHS THESE STUDENTS WILL TACKLE YOUR INNOVATION
     CHALLENGES THAT YOU GIVE THEM AT THE BEGINNING OF THE COURSE. THE TEAM WILL
     BE IN CLOSE CONTACT WITH YOUR COMPANY AND PRESENT PROTOTYPES AND
     FINDINGS FOR EACH PREDEFINED MILESSTONE.
23                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
THE BENEFITS OF DESIGN THINKING @ HSG

YOUNG CREATIVE MASTER STUDENTS
    USE THE CAPABILITIES OF 3 HIGHLY MOTIVATED, QUALIFIED AND YOUNG MASTER
     STUDENTS FROM HSG FOR 10 MONTHS.

PROTOTYPING
    OVER 15 PROTOTYPES AND MORE THAN 100 IDEAS FOR NEW PRODUCTS AND SERVICES
     THAT CAN REVOLUTIONIZE YOUR BUSINESS MODEL, PROCESSES AND EXISTING SERVICES.
     ALL RESULTS WILL BE COMPILED IN A FINAL REPORT.

YOUR DESIGNER IS YOUR NEXT CUSTOMER
    ALL DESIGN TEAM MEMBERS REPRESENT YOUR FUTURE CUSTOMERS AND ENABLE YOU
     TO GET OUTSIDE-IN PERSPECTIVES.

RECRUITMENT
    GAIN UNIQUE ACCESS TO HIGHLY QUALIFIED AND SPECIALLY ASSESSED MASTER
     STUDENTS FROM THE HSG.

                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
EMBEDDED
           DESIGN THINKING*
                                                      * DEVELOPED IN COOPERATION
                                                             WITH DEUTSCHE BANK




     WHEN DOING EMBEDDED DESIGN THINKING, YOU STAFF YOUR OWN TEAM FROM
     WITHIN YOUR COMPANY. FOR EXAMPLE, YOU MIGHT OFFER INTERNSHIP POSITIONS TO
     STUDENTS FROM DIFFERENT FIELDS OF STUDY, WHICH THEN FORM YOUR DESIGN TEAM.
     THE UNIVERSITY OF ST. GALLEN HELPS YOU TO SET UP THE PROJECT AS WELL AS COACH
     YOUR DESIGN TEAMS THROUGHOUT THE PROCESS. PROJECT DURATION IS ABOUT 4-5
     MONTHS.
24                                          DESIGN THINKING | UNIVERSITY OF ST. GALLEN
THE BENEFITS OF EMBEDDED DESIGN THINKING

SOLUTIONS
   HUMAN CENTERED TANGIBLE PROTOTYPES TESTED BY END USERS
   SUPPORTED BY INTERNAL EXPERTS AND PRODUCT RESPONSIBLES DUE TO EARLY
    INVOLVEMENT

INNOVATION
   OPENING THE INNOVATION PROCESS WITH AN OPEN-DOOR POLICY AND PUBLIC
   MILESTONES PRESENTATIONS TO FOSTER THE INNOVATION CULTURE IN YOUR
    COMPANY

RECRUITMENT
   RECRUITMENT OF INTERDISCIPLINARY TEAMS FROM VARIOUS UNIVERSITIES
   ATTRACTIVE INTERNSHIP PROGRAM FOR TALENTS




                                        DESIGN THINKING | UNIVERSITY OF ST. GALLEN
“    INNOVATIONS ARE ALWAYS THE EASIEST SOURCE
     DIFFERENTIATION AND COMPETITIVE ADVANTAGE.
                                                                    OF

     BUT HOW TO GET STARTED?

     DESIGN THINKING PROVIDES AN EXCELLENT APPROACH TO
     UNDERSTAND AND SOLVE CUSTOMERS’ NEEDS. FOR US, IT IS
     NOT ONLY A PROCESS – IT IS A MINDSET TO FIND VALUE
     INNOVATIONS FOR OUR CUSTOMERS.
                                       „
                              MARCO MUELLER, SENIOR PRODUCT DESIGNER
                              INNOVATION DIVISION BLUE OCEAN

                              HAUFE-LEXWARE



25                             DESIGN THINKING | UNIVERSITY OF ST. GALLEN
“   THROUGH DESIGN THINKING WE LEARNED HOW TO
    SYSTEMATICALLY DEVELOP INNOVATION FOR OUR CUSTOMERS
    – A CRUCIAL ASPECT TO SUPPORT THE VALUES OF OUR BRAND
    PHILOSOPHY.
    DESIGN THINKING IS A FIXED PART OF OUR INNOVATION
    PROCESS, ENABLING US TO DESIGN PROGRESSIVE SOLUTIONS
    OF TOMORROW.
                  „
                        MAXIMILIAN PÜHLER & HUBERT FISCHER
                        PROJECT MANAGEMENT ADVANCE DEVELOPMENT CAR IT

                        AUDI



                                 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
“    A VERY MOTIVATED STUDENT TEAM, AN OPEN TARGET AND
     SUPRISING YET RELEVANT RESULTS THAT WE CAN BUILD ON.
     HIGHLY RECOMMENDED!
                          „
                                               ROBERT JANSEN
                                               DIRECTOR INNOVATION

                                               BALL PACKAGING EUROPE




26                             DESIGN THINKING | UNIVERSITY OF ST. GALLEN
“   EMBEDDED DESIGN THINKING ALLOWS OUR EXPERTS AND
    INNOVATORS TO INTERACT WITH HIGHLY DYNAMIC AND
    CREATIVE DESIGN TEAMS TO CREATE GREAT SOLUTIONS FOR A
    NEW CUSTOMER EXPERIENCE.
                             „
                                 KATHARINA BERGER
                                 BRIDGEHEAD OF DESIGN THINKING @ DB

                                 DEUTSCHE BANK AG




                              DESIGN THINKING | UNIVERSITY OF ST. GALLEN
INVITATION



          BETTER BETA
    DESIGN THINKING
      COMMUNITY
     CONFERENCE
              09. – 10. SEPTEMBER 2011, LÜNEBURG
UNIVERSITY OF ST. GALLEN X LEUPHANA UNIVERSITY LÜNEBURG

    MORE INFO & REGISTRATION: DTHSG.COM/BETTERBETA
DTHSG.COM
ESTABLISHED IN 2005. PROTOTYPING SINCE BACK THEN.

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Design Thinking Method Cards (Beta 1.0)

  • 1. 1
  • 2. TEACHING TEAM PROF. DR. FALK PHILIPP FRIEDERIKE CHRISTOPHE BORIS FRIEDRICH UEBERNICKEL SKRIBANOWITZ HOFFMANN VETTERLI MILKOWSKI DESIGNTHINKING@UNISG.COM WWW.DTHSG.COM DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 3.
  • 4. DESIGN THINKING METHOD CARDS UNIVERSITY OF ST. GALLEN INSTITUTE OF INFORMATION MANAGEMENT PROF. DR. WALTER BRENNER PROF. DR. FALK UEBERNICKEL CHRISTOPHE VETTERLI PHILIPP SKRIBANOWITZ FRIEDERIKE HOFFMANN BORIS FRIEDRICH MILKOWSKI 2
  • 5. FOR WHOM IS DESIGN THINKING SUITABLE? FOR ALL COMPANIES THAT WANT TO TACKLE THE FOLLOWING CHALLENGES…  DEVELOPMENT OF NEW PRODUCT, SERVICE AND BUSINESS MODEL PROTOTYPES  “IDEA-BOOST” FROM OUTSIDE  CREATING VALUE WITH FOCUS ON THE USER  IMPROVEMENT OF INNOVATION PROCESSES 3 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 6. WORKSHOP OF HSG STUDENTS WITH THEIR CORPORATE PARTNER DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 7. HUMAN - CENTERED INNOVATION  FOCUS ON PEOPLE / CUSTOMERS AND THEIR NEEDS. NOT ON SPECIFIC TECHNOLOGIES OR OTHER CONDITIONS.  INNOVATING AT THE INTERSECTION OF BUSINESS, TECHNOLOGY AND PEOPLE LEADS TO RADICAL NEW EXPERIENCE INNOVATION.  THE USER IS THE ONE TO DECIDE IF A PRODUCT OR A SERVICE SHOULD EXIST OR BE ESTABLISHED. 4 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 8. SOURCE: IDEO DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 9. ITERATIVE DESIGN PROCESS DURING THE ENTIRE PROJECT, DESIGN THINKING TEAMS WORK WITH AN ITERATIVE APPROACH: REDEFINING THE PROBLEM, NEEDFINDING, IDEATION, BUILDING OF PROTOYPES AND TESTING WITH THE USER. THE ITERATIVE APPROACH ENABLES A HIGHER EXPERTISE IN THE FIELD OF HUMAN NEEDS AND SUPPORTS A VARIETY OF RESULTS. 5 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 10. SOURCE: STANFORD UNIVERSITY, ME310 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 11. (RE)DEFINE THE PROBLEM THE PROBLEMS YOU ARE TRYING TO SOLVE ARE RARELY YOUR OWN – THEY ARE THOSE OF A PARTICULAR USER. IN ORDER TO DESIGN FOR THE USER, WE MUST UNDERSTAND WHO THEY ARE AND WHAT IS IMPORTANT TO THEM. YOU MIGHT ALSO ASK YOURSELF: ARE WE ACTUALLY ASKING THE RIGHT QUESTION HERE? THE EXAMPLE WITH THE TOOTHBRUSH DESCRIBES IT QUITE WELL. WHY DO WE LIMIT OURSELVES TO THE OBJECT OF A TOOTHBRUSH IF WE ARE ACTUALLY TRYING TO FIND SOLUTIONS FOR DENTAL CARE? 6 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 12. DENTAL CARE DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 13. NEEDFINDING & INSTANT EXPERTISE WATCHING WHAT PEOPLE DO AND HOW THEY INTERACT WITH THEIR ENVIRONMENT GIVES YOU CLUES ABOUT WHAT THEY THINK AND FEEL. IT ALSO HELPS US TO LEARN ABOUT WHAT THEIR NEEDS ARE. BY WATCHING PEOPLE YOU CAN CAPTURE PHYSICAL MANIFESTATIONS OF THEIR EXPERIENCES - WHAT THEY DO AND SAY. THIS WILL ALLOW YOU TO INTERPRET INTANGIBLE MEANING OF THOSE EXPERIENCES IN ORDER TO UNCOVER INSIGHTS. UNDERSTANDING HUMAN BEHAVIOUR IS KEY TO GENERATING THE BEST POSSIBLE SOLUTION. 7 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 14. DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 15. BRAINSTORM & IDEATE IDEATE IS THE POINT IN THE DESIGN PROCESS AT WHICH WE FOCUS ON IDEA GENERATION. MENTALLY IT REPRESENTS A PROCESS OF “GOING WIDE” IN TERMS OF CONCEPTS AND OUTCOMES – IT IS A MODE OF “FLARING” RATHER THAN “FOCUSING”. IDEATION PROVIDES BOTH THE FUEL AND SOURCE MATERIAL FOR BUILDING PROTOTYPES AND GETTING INNOVATIVE SOLUTIONS INTO THE HANDS OF YOUR USERS. 8 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 16. DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 17. PROTOTYPE START BUILDING! EVEN IF YOU ARE NOT SURE WHAT YOU ARE DOING, THE ACT OF PICKING UP MATERIALS (POST-ITS, TAPE, AND FOUND OBJECTS ARE A GOOD WAY TO START!) IS GOOD ENOUGH TO GET YOU GOING. DO NOT SPEND TOO LONG ON ONE PROTOTYPE. MOVE ON BEFORE YOU FIND YOURSELF EMOTIONALLY ATTACHED TO IT. BUILD WITH THE USER IN MIND. WHAT DO YOU HOPE TO TEST WITH THE USER? WHAT SORTS OF BEHAVIOUR DO YOU EXPECT? ANSWERING THESE QUESTIONS WILL HELP YOU TO FOCUS YOUR PROTOTYPING AND GENERATE MEANINGFUL FEEDBACK IN THE TESTING PHASE. 9 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 18. DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 19. TEST SHOW, DON‘T TELL! PUT YOUR PROTOTYPE IN THE USERS’ HANDS AND DO NOT TALK (YET). WATCH HOW THEY USE (AND MISUSE!) WHAT YOU HAVE GIVEN THEM. HOW THEY HANDLE AND INTERACT WITH IT. LISTEN TO WHAT THEY SAY ABOUT IT AND TO THE QUESTIONS THEY POSE. ASK USERS TO COMPARE. BRINGING MULTIPLE PROTOTYPES TO THE FIELD FOR TESTING GIVES USERS A BASIS FOR COMPARISON AND OFTEN REVEALS LATENT NEEDS. IDENTIFY WHAT IS BEING TESTED WITH EACH PROTOTYPE. A PROTOTYPE SHOULD ANSWER A PARTICULAR QUESTION WHEN TESTED. 10 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 20. USER TESTING DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 21. THE VISIONARY STATEMENT AT THE VERY BEGINNING OF A PROJECT, DESIGN THINKING TEAMS RECEIVE THEIR VISIONARY STATEMENT FROM THE CORPORATE PARTNER THEY ARE WORKING WITH. OFTEN THIS PARTNER HAS HAD A CERTAIN CHALLENGE OR A FIELD OF INTEREST FOR QUITE SOME TIME, WHICH THEY NOW WANT TO TACKLE. EXAMPLES OF VISIONARY STATEMENTS INCLUDE: „SMALL CITY LIVING“, „WHY 4000 CALLS?“, „SELF-SERVICE EXPERIENCE“. IT IS NECESSARY THAT THEY ARE FORMULATED QUITE BROADLY TO UNLEASH THE POTENTIAL OF DESIGN THINKING. 11 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 22. WHY DON‘T YOU WRITE YOUR VISIONARY STATEMENT HERE! DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 23. DESIGN THINKING METHOD THE PROJECT MILESTONES DESIGN THINKING IS A STRUCTURED METHOD WITH CLEARLY DEFINED MILESTONES OVER A PROJECT TIMELINE. IT IS ALWAYS EXPLICIT WHICH PHASE YOU ARE IN. EACH PHASE FINISHES WITH A TEAM PRESENTATION. CLEAR STRUCTURE HELPS TO REFLECT ON THE THINGS LEARNED IN THE PRECEDING PHASE. 12 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 24. = ITERATIVE DESIGN PROCESS FUNKY PROTOTYPE DARK HORSE FUNCTIONAL PROTOTYPE PROTOTYPE CRITICAL X-IS FUNCTION FINISHED PROTOTYPE PROTOTYPE DESIGN SPACE FINAL EXPLORATION PROTOTYPE DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 25. DIVERGING PHASES DESIGN CRITICAL DARK SPACE FUNCTION HORSE EXPLORATION PROTOTYPE PROTOTYPE 13 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 26. CONVERGING PHASES X-IS FUNKY FUNCTIONAL FINISHED FINAL PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 27. DESIGN SPACE EXPLORATION IN THIS PHASE, A TEAM TAKES PART IN SO CALLED DESIGN SPACE EXPLORATION. THIS ENTAILS DOING RESEARCH ON TOPICS RELATED TO THE FIELD OF ITS CHALLENGE. THIS CAN BE DONE BY OBSERVING AND INTERVIEWING PEOPLE AND USERS IN THESE PARTICULAR AREAS AND SITUATIONS. THE GOAL OF THE DESIGN SPACE EXPLORATION PHASE IS TO IDENTIFY CRITICAL FUNCTIONS FROM THE CONSUMER PERSPECTIVE. 14 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 28. DESIGN SPACE EXPLORATION ON “SELF-SERVICE EXPERIENCE”: HOW DOES A SHERPA SERVE HIS CLIENT? DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 29. CRITICAL FUNCTION PROTOTYPE THINGS LEARNED IN THE DESIGN SPACE EXPLORATION PHASE SHOULD NOW BE ADDRESSED BY CRITICAL FUNCTION PROTOTYPES. FOR EACH CRITICAL FUNCTION IDENTIFIED, THERE SHOULD BE ONE OR MORE PROTOYPES BUILT THAT TRY TO SOLVE A PARTICULAR ISSUE. EXAMPLES OF CRITICAL FUNCTIONS INCLUDE: SIMPLICITY, INDIVIDUALIZATION, PRIVACY AND FLEXIBILITY. HERE, AS IS TYPICAL IN DIVERGING PHASES, IT IS DESIRABLE TO PRODUCE MANY PROTOTYPES INSTEAD OF ONE FINALIZED VERSION. THE MORE TANGIBLE PROTOTYPES, THE BETTER. 15 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 30. CRITICAL FUNCTION PROTOTYPE: “TOOLBOX” CRITICAL FUNCTION ADDRESSED: INDIVIDUALIZATION SOURCE: DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 31. DARK HORSE PROTOTYPE CHALLENGE THE ASSUMPTIONS YOU HAVE PREVIOUSLY MADE. BUILD A PROTOTYPE THAT FROM AN OUTSIDE PERSPECTIVE IS UNLIKELY TO WIN. THIS IS THE PHASE WHERE THE TEAM TAKES EXTREME APPROACHES. IF, FOR INSTANCE, YOU ARE DESIGNING A BETTER HR PORTAL, YOU MIGHT PROPOSE SHUTTING DOWN THE WHOLE PORTAL. ALTERNATIVELY, IMAGINE A CAR MANUFACTURER THAT DIDN’T MAKE CARS ANYMORE. WHAT WOULD IT SELL? 16 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 32. DARK HORSE PROTOTYPE: “BUDDY AUGMENTED” DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 33. FUNKY PROTOTYPE THE FUNKY PROTOTYPE COMBINES THE MOST SUCCESSFUL ELEMENTS OF THE PROTOTYPE FROM PRECEDING PHASES. YOU UNDERSTAND THE SCOPE OF THE PROBLEM. YOU ARE ON TRACK WITH A VIABLE SOLUTION OR APPROACH. YOU HAVE A WORKABLE PLAN TO ACHIEVE SUCCESS. A VISION OF WHERE THE JOURNEY IS HEADING STARTS TO BECOME CLEAR. 17 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 34. FUNKY PROTOTYPE: “TIMELINE” SOURCE: DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 35. FUNCTIONAL PROTOTYPE THE FUNCTIONAL PROTOTYPE GIVES YOU A PREVIEW OF WHAT THE FINAL PROTOTYPE WILL LOOK LIKE. YOU HAVE THE MAJOR TECHNICAL & HUMAN ISSUES MORE OR LESS FIGURED OUT (ALTHOUGH NOT COMPLETELY ADDRESSED IN YOUR PROTOTYPE). YOU KNOW WHAT YOU ARE DOING AND HAVE CONCRETE PLANS FOR GOING FORWARD. IT IS CRUCIAL AT THIS POINT THAT THIS PROTOYPE IS CLEAR AND CONVINCING TO THE PEOPLE INVOLVED SUCH AS THE CORPORATE PARTNER. 18 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 36. FUNCTIONAL PROTOTYPE: “TIMELINE” SOURCE: DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 37. X-IS FINISHED PROTOTYPE X TIME IS SHORT AS THE DEADLINE FOR THE FINAL PROTOTYPE IS NEARING. X DESCRIBES ONE SPECIFIC DESIGN ELEMENT OF THE PROTOTYPE THAT SHOULD BE HIGHLY DEVELOPED AT THIS POINT IN TIME. IT SHOULD FUNCTION AS IT WOULD FUNCTION IN THE FINAL PROTOTYPE. THIS X COULD BE FOR INSTANCE THAT THE DATABASE INTEGRATION IS WORKING OR THAT THE INTERACTION WITH THE USER INTERFACE IS GIVEN. 19 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 38. X-IS FINISHED PROTOTYPE: “TIMELINE” SOURCE: DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 39. FINAL PROTOTYPE AT THE VERY END OF A DESIGN THINKING PROJECT, A HIGH-RESOLUTION PROTOTYPE IS READY TO BE PRESENTED. THIS PROTOTYPE SHOULD GIVE YOU A CLEAR UNDERSTANDING OF HOW IT WORKS AND WHAT THE IDEAS BEHIND IT ARE. THE SCOPE OF FUNCTIONS ARE SO WELL WORKED OUT THAT A FOLLOWING PROJECT TEAM WITHIN THE CORPORATE SPONSOR COULD EASILY BE SET UP TO WORK ON THE ACTUAL IMPLEMENTATION. 20 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 40. FINAL PROTOTYPE: “TIMELINE” SOURCE: DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 41. SUCCESS SOURCE: DEUTSCHE BANK AG STORY FROM PROTOTYPE TO SERVICE IN 2009, THE DESIGN THINKING TEAM AT DEUTSCHE BANK DEVELOPED A NEW APPROACH TO CREATING INTEREST AND DEMAND FOR FINANCIAL ADVISORY. IN JUST ONE YEAR, DEUTSCHE BANK DEVELOPED THIS SERVICE FROM THE ORIGINAL PROJECT. SUPPORTED BY INTUITIVE TOUCH TECHNOLOGIES, CUSTOMERS CAN EXPLORE THEIR FUTURE WISHES. THIS ENABLES A MUCH MORE INDIVIDUAL DISCUSSION WITH THE ADVISOR AND DEEPENS THE RELATIONSHIP BETWEEN CUSTOMERS AND DEUTSCHE BANK. 21 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 42. FINAL PROTOTYPE: “MEIN ZUKUNFTSPLANER” SOURCE: DEUTSCHE BANK AG SOURCE: DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 43. DESIGN THINKING @ WORK EXPERIENCE AND GET IN TOUCH WITH DESIGN THINKING AS ONE METHOD FOR CUSTOMER FOCUSED AND RADICAL INNOVATION BASED ON PROTOTYPING. THERE ARE BASICALLY TWO WAYS OF BRINGING DESIGN THINKING INTO YOUR ORGANIZATION: DESIGN THINKING @ HSG EMBEDDED DESIGN THINKING 22 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 44. THE STUDENTS AND TEACHING TEAM AT STANFORD CAMPUS, 2010 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 45. DESIGN THINKING @ HSG BECOME A CORPORATE SPONSOR OF A DESIGN THINKING TEAM AT THE UNIVERSITY OF ST. GALLEN. THIS TEAM CAN ALSO BE A GLOBAL TEAM WITH STUDENTS FROM STANFORD UNIVERSITY. OVER 10 MONTHS THESE STUDENTS WILL TACKLE YOUR INNOVATION CHALLENGES THAT YOU GIVE THEM AT THE BEGINNING OF THE COURSE. THE TEAM WILL BE IN CLOSE CONTACT WITH YOUR COMPANY AND PRESENT PROTOTYPES AND FINDINGS FOR EACH PREDEFINED MILESSTONE. 23 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 46. THE BENEFITS OF DESIGN THINKING @ HSG YOUNG CREATIVE MASTER STUDENTS  USE THE CAPABILITIES OF 3 HIGHLY MOTIVATED, QUALIFIED AND YOUNG MASTER STUDENTS FROM HSG FOR 10 MONTHS. PROTOTYPING  OVER 15 PROTOTYPES AND MORE THAN 100 IDEAS FOR NEW PRODUCTS AND SERVICES THAT CAN REVOLUTIONIZE YOUR BUSINESS MODEL, PROCESSES AND EXISTING SERVICES. ALL RESULTS WILL BE COMPILED IN A FINAL REPORT. YOUR DESIGNER IS YOUR NEXT CUSTOMER  ALL DESIGN TEAM MEMBERS REPRESENT YOUR FUTURE CUSTOMERS AND ENABLE YOU TO GET OUTSIDE-IN PERSPECTIVES. RECRUITMENT  GAIN UNIQUE ACCESS TO HIGHLY QUALIFIED AND SPECIALLY ASSESSED MASTER STUDENTS FROM THE HSG. DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 47. EMBEDDED DESIGN THINKING* * DEVELOPED IN COOPERATION WITH DEUTSCHE BANK WHEN DOING EMBEDDED DESIGN THINKING, YOU STAFF YOUR OWN TEAM FROM WITHIN YOUR COMPANY. FOR EXAMPLE, YOU MIGHT OFFER INTERNSHIP POSITIONS TO STUDENTS FROM DIFFERENT FIELDS OF STUDY, WHICH THEN FORM YOUR DESIGN TEAM. THE UNIVERSITY OF ST. GALLEN HELPS YOU TO SET UP THE PROJECT AS WELL AS COACH YOUR DESIGN TEAMS THROUGHOUT THE PROCESS. PROJECT DURATION IS ABOUT 4-5 MONTHS. 24 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 48. THE BENEFITS OF EMBEDDED DESIGN THINKING SOLUTIONS  HUMAN CENTERED TANGIBLE PROTOTYPES TESTED BY END USERS  SUPPORTED BY INTERNAL EXPERTS AND PRODUCT RESPONSIBLES DUE TO EARLY INVOLVEMENT INNOVATION  OPENING THE INNOVATION PROCESS WITH AN OPEN-DOOR POLICY AND PUBLIC  MILESTONES PRESENTATIONS TO FOSTER THE INNOVATION CULTURE IN YOUR COMPANY RECRUITMENT  RECRUITMENT OF INTERDISCIPLINARY TEAMS FROM VARIOUS UNIVERSITIES  ATTRACTIVE INTERNSHIP PROGRAM FOR TALENTS DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 49. INNOVATIONS ARE ALWAYS THE EASIEST SOURCE DIFFERENTIATION AND COMPETITIVE ADVANTAGE. OF BUT HOW TO GET STARTED? DESIGN THINKING PROVIDES AN EXCELLENT APPROACH TO UNDERSTAND AND SOLVE CUSTOMERS’ NEEDS. FOR US, IT IS NOT ONLY A PROCESS – IT IS A MINDSET TO FIND VALUE INNOVATIONS FOR OUR CUSTOMERS. „ MARCO MUELLER, SENIOR PRODUCT DESIGNER INNOVATION DIVISION BLUE OCEAN HAUFE-LEXWARE 25 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 50. THROUGH DESIGN THINKING WE LEARNED HOW TO SYSTEMATICALLY DEVELOP INNOVATION FOR OUR CUSTOMERS – A CRUCIAL ASPECT TO SUPPORT THE VALUES OF OUR BRAND PHILOSOPHY. DESIGN THINKING IS A FIXED PART OF OUR INNOVATION PROCESS, ENABLING US TO DESIGN PROGRESSIVE SOLUTIONS OF TOMORROW. „ MAXIMILIAN PÜHLER & HUBERT FISCHER PROJECT MANAGEMENT ADVANCE DEVELOPMENT CAR IT AUDI DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 51. A VERY MOTIVATED STUDENT TEAM, AN OPEN TARGET AND SUPRISING YET RELEVANT RESULTS THAT WE CAN BUILD ON. HIGHLY RECOMMENDED! „ ROBERT JANSEN DIRECTOR INNOVATION BALL PACKAGING EUROPE 26 DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 52. EMBEDDED DESIGN THINKING ALLOWS OUR EXPERTS AND INNOVATORS TO INTERACT WITH HIGHLY DYNAMIC AND CREATIVE DESIGN TEAMS TO CREATE GREAT SOLUTIONS FOR A NEW CUSTOMER EXPERIENCE. „ KATHARINA BERGER BRIDGEHEAD OF DESIGN THINKING @ DB DEUTSCHE BANK AG DESIGN THINKING | UNIVERSITY OF ST. GALLEN
  • 53. INVITATION BETTER BETA DESIGN THINKING COMMUNITY CONFERENCE 09. – 10. SEPTEMBER 2011, LÜNEBURG UNIVERSITY OF ST. GALLEN X LEUPHANA UNIVERSITY LÜNEBURG MORE INFO & REGISTRATION: DTHSG.COM/BETTERBETA
  • 54. DTHSG.COM ESTABLISHED IN 2005. PROTOTYPING SINCE BACK THEN.