Darden Business School professor Jeanne Liedtka continues her webinar series on 'Evaluating the Impact of #DesignThinking', this time as part of #IMAGINE2020, focusing on the ‘social technology’ aspect of design thinking.

1. The Innovator’s Journey
How design shapes us as we shape design

2. The ROI of design: a complex process
Design
Thinking
Impacts
Better
ideas

3. The ROI of design: a complex process
Design
Thinking
Impacts
Improved
Implementation
and Adaptation
Building
Tru
Better
ideas

4. The ROI of design: a complex process
Design
Thinking
Impacts
Improved
Implementation
and Adaptation
Building
Trust
Network
Capability and
Resource
Enhancement
Better
ideas

5. The ROI of design: a complex process
Design
Thinking
Impacts
Improved
Implementation
and Adaptation
Building
Trust
Network
Capability and
Resource
Enhancement
Individual
Psychological
Benefits
Better
ideas

6. What do we mean when we say that design
thinking is a social technology?

7. Design Thinking looks like a set of activities that innovators do…
Gathering
Data
Identifying
Insights
Establishing
Design Criteria
Generating
Ideas
Visualizing
Solutions
Testing

8. But it is also a sequence of personal experiences that they have ...
Gathering
Data
Identifying
Insights
Establishing
Design Criteria
Generating
Ideas
Prototyping
Testing
Learning in
Action
Visualization
Emergence
Alignment
Sensemaking
Immersion
Doing
Experiencing

9. These experiences help us to become someone different than when we started
out...
Confident and
Inspired
Collaborative
and user-driven
Comfort with co-
creation and
difference
Ideas feel real
Learn how to let
go of both ideas
and the fear of
failure
Gathering
Data
Identifying
Insights
Establishing
Design Criteria
Generating
Ideas
Prototyping
Testing
Learning in
Action
Visualization
Emergence
Alignment
Sensemaking
Immersion
Doing
Experiencing
Becoming Empathetic and
curious

10. These shifts set the stage for doing design more deeply
ExpertNovice
Immersion
-Distinguish between the user and yourself
-Develop a sense of self-awareness
-Recognize opportunity areas in ambiguity and places where
design can make an impact
Sensemaking
-Go beyond what users say and do to identify tacit needs
-Infer in a way that is vivid, informative and actionable
-Generate ideas that inspire more questions
Alignment
-Achieve a shared, prioritized collective understanding
-Leverage diversity to identify higher order solutions
Emergence
-Explore unexpected ideas with lateral thinking
-Creatively construct hypotheses focused on new possibility, not
past history
Materialization
-Build a truly immersive experience that invites participation to
accurately test assumptions.
-Create simplified visualizations with a clarity of purpose
Learning in
Action
-Design a way to test assumptions rather than the idea itself
- To invite active stakeholder participation.
-Listen non-defensively to critique and iterate based on
learnings.

11. This jounrey to becoming is not one-size-fits-all
but our research finds predictable pathways for different
personality types

12. Individuals have different preference profiles
Driver
· Competitive & focused on results
· Naturally comfortable acting in the face of uncertainty
· Prefer being in charge or working alone.
Influencer
· Social and love human interaction
· Willing to build trust with relative strangers
· Naturally possibility-driven
Supporter
· Team players
· Friendly & Supportive
· Conflict avoidant
Controller
· Rational & objective
· Naturally investigative critical thinker
· Uncomfortable acting without solid data to support

13. Diverse profiles improve project outcomes
…But can also create discomfort on a team

14. Influencer
Controller
Supporter
Driver
One design journey… multiple experiences
level of comfort by type

15. Innovator Types
Driver
High Point:
Sensemaking + Alignment
Low Point:
Problem Definition and
Immersion
Famous Words
“I can have difficulties sticking with the pace of the team and need to be more
patient when people require additional time to make a decision.”

16. Innovator Types
Controller
High Point:
Emergence
Low Point:
Sensemaking + Alignment
Famous Words
“I tend to be good at analyzing and checking but also might be a perfectionist,
reluctant to act without complete information.
“I was a little intimidated to go through the design thinking process because I
assumed it was meant for people that are “naturally” creative…”

17. Innovator Types
Influencer
High Point: Immersion
Low Point: Emergence
Famous Words
“While initially I felt the rigidly defined steps would be an impediment to creativity,
they allowed the team to move effortlessly through many of the trickiest stages of
design, such as insight generation, with minimal frustration.”
“I had to work harder to articulate my thoughts and not just take mutual
understanding for granted.”

18. Innovator Types
Supporter
High Point:
Sensemaking + Alignment
Low Point:
Problem Definition
Famous Words
“I view myself as being less creative. But I learned and witnessed that working and
discussing ideas in a team setting harnesses creativity out of every individual.”

19. What happens when the journey is virtual
versus face to face?
Observations as we switch to online

20. Two groups are not significantly affected by virtual DT
Drivers’ virtual experience was inconclusive.
Some had strong discomfort throughout the
process, and others had noticeably higher
peaks of comfort, particularly in emergence.
Supporters’ virtual journeys were
inconclusive due to sample size. With only
four viable Supporters (out of the 86
participants), we cannot infer how they react
to virtual experiences with DT.
The impact of virtual experiences on these types requires a deeper look into a larger sample size.

21. Two groups are significantly affected by virtual DT
Controllers experienced similar patterns of comfort
at first, but those in virtual settings never got that
boost of creative confidence during emergence. They
also entered immersion significantly lower comfort
levels than their peers.
Influencers were significantly impacted by a forced
virtual experience. Every phase brought a similar rise
and drop in comfort, yet their overall comfort levels
sank significantly than the in-person influencer
experience.
in-person
in-person
virtual
virtual

22. What next?

23. Take our survey to assess the outcomes you are
achieving…..
https://ugeorgia.ca1.qualtrics.com/jfe/form/SV_0O4ABfOyTj7LiOF

24. D E S I G N T H I N K I N G A N D
I N N O V A T I O N S P E C I A L I Z A T I O N
Earn your Design Thinking and Innovation Specialization by completing three project-based online
courses:
• Design Thinking Workshop (8 weeks) - Combines Design Thinking Part I: Insights to
Inspiration and Design Thinking Part II: Ideas to Action
Price: $800 (20% off regular program price)
• Discovery Tools (5 weeks)
Price: $495
• Creating the Innovative Workplace (5 weeks)
Price: $495
Specialization Pricing
Take the Workshop and register for two additional courses by 16 August 2020
to receive your specialization by 18 October 2020 for $1,600.
More Information at
www.darden.edu/dtspecialization20
R E C O M M E N D
E D C O U R S E
S C H E D U L E :
8 J U N – 1 6 A U G
D E S I G N
T H I N K I N G
W O R K S H O P
1 4 S E P T – 1 8 O C T
C R E A T I N G
T H E
I N N O V A T I V E
W O R K P L A C E
- A N D -
D I S C O V E R Y
T O O L S

25. Co-Authors in Crime
Karen Hold Jessica Eldridge
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Kristina Jaskyte Bahr