This document discusses value proposition and design thinking. It provides an overview of the value proposition canvas and its three kinds of fit. Design thinking is defined as a human-centered approach to innovation that draws on design tools to meet user needs, business requirements, and technology possibilities. The document outlines the non-linear process of design thinking and provides examples of tools used in it, such as mind maps, rapid prototyping, and customer journey maps. It also provides examples of how companies like Airbnb and digital learning platforms have used design thinking.

1. TECHNOLOGY AND
INNOVATION
MANAGEMENT
18.03.2019
DR. BURAK KUZUCU
Week-7:
Value Proposition & Design Thinking

2. The Design Squiggle

3. Interaction
of
Two Canvas

4. Value Proposition Canvas

5. Three Kinds of Fit

6. Best Practices in Value Proposition Canvas

7. example:
Digital Learning
Platform

8. Design Thinking
Design thinking is a human-centered
approach to innovation that draws
from the designer's toolkit to
integrate the needs of people, the
possibilities of technology, and the
requirements for business success.”
— Tim Brown, CEO of IDEO “Most people make the mistake ofthinking design is what it looks like. People think it’s this
veneer — that the designers arehanded this box and told, ‘Make it look good!’ That’s not what
we think design is. It’s not justwhat it looks like andfeels like. Design is how it works.” —
Steve Jobs

9. What is Design Thinking?
• Design thinking is the process of finding and solving problems
• Any design is a purposeful demand solution starting from the problem. The primitive people needed to cover their bodies because of
the shame, so the clothes were designed. People needed to hunt and the stones were too sharp, so they had tools.
• Design thinking is the process of deducing the essence of problems based on their own limitations
• Trying to solve a problem at the same time introduces another problem. EVs have solved carbon emissions. The problem, but the
production of lithium batteries has brought river pollution.
• Design thinking is a process of continuous iteration with rapid prototyping and user
feedback
• It is necessary to think about and record excellent ideas at ordinary times, to actively practice these ideas, to learn in action,
and to be taught in failure.
• Design thinking is a process of integrating different things into a system
• When we talk about innovation or design, any thinking cannot just focus on innovation or design. We must observe the entire system
that involves this innovation.

10. Design
Thinking:
Non-linear
Process

11. Design Thinking Tools
Mind Map Tool: MindManager & Coggle
Rapid Prototyping Tool: Mockplus
Visual Collaborative Work Platform: Murally
Design Thinking Workshop Organization Platform: Smaply
Guerrilla Usability Test Tool: Silverback
User Research Tool: UsabilityTools

12. example:
AirBnb
“Thefirstrequirementforanexemplaryuserexperienceisto
meettheexact needsofthecustomer,withoutfussorbother.
Next comessimplicityandelegancethatproduceproductsthat
areajoytoown,ajoytouse.Trueuserexperiencegoesfar
beyondgivingcustomerswhattheysaytheywant,orproviding
checklistfeatures.”
– DonNorman andJakobNielsen

13. Customer
Journey Map