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What is bibimbap design thinking

The document discusses design thinking and provides definitions, types of thinking, and processes involved. It describes design thinking as a human-centered approach to innovation that draws from design tools to integrate user needs, technology possibilities, and business requirements. The document outlines analytical vs design vs intuitive thinking and divergent vs convergent thinking. It also details the human-centered design process used by IDEO and +Acumen and the double diamond model developed by the UK Design Council.

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Sharing the spirit of “Bibimbap” with the world Michael Lee Entrepreneurial Alchemist Nomadic EntreLeader DESIGN THINKING Glocal Challenge Glocal Solution WORKBOOK COLLECT CLEANSE CHOP COOK CONVEY 01 COLLECT 02 CLEANSE 03 CHOP 04 COOK 05 CONVEY
DESIGN THINKING Glocal Challenge Glocal Solution Sharing the Spirit of “Bibimbap” with the World Michael Lee Entrepreneurial Alchemist Nomadic EntreLeader EPILOGUE CONVEY COOK CHOP CLEANSE COLLECT PROLOGUE WORKBOOK
CONTENTS PROLOGUE Why Design Thinking? What Is Design Thinking? Bibimbap Design Thinking STAGE 1. COLLECT Know Yourself Build A Healthy Team STAGE 2. CLEANSE Empathize the User Define the Problem 20216812610688508
STAGE 3. CHOP Ideate the Solutions Validate the Solutions Prototype STAGE 5. CONVEY EPILOGUE Understand the World Present the Solution STAGE 4. COOK Test the Solution Innovation, Technology, Human Beings & Love 396348316302292258234
PROLOGUE CHAPTER 2 WHAT IS DESIGN THINKING? History Definitions Types of Thinking Types of Process Common Characteristics
PROLOGUE01 51 PROLOGUE 2.1 HISTORY
52 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE
PROLOGUE01 53 PROLOGUE 2.2 DEFINITIONS ❖ TIM BROWN (PRESIDENT, IDEO) • A discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity • 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 ❖ STANFORD D. SCHOOL • A glue that brings teammates together around a common goal: make the lives of the people they’re designing for better • A methodology for innovation that combines creative and analytical approaches and requires collaboration across disciplines ❖ MICHAEL LUCHS (DIRECTOR, INNOVATION & DESIGN STUDIO) • A systematic and collaborative approach for identifying and creatively solving problems, includes two major phases: identifying problems and solving problems
54 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ ANALYTICAL THINKING VS. DESIGN THINKING VS. INTUITIVE THINKING PROLOGUE
PROLOGUE01 55 PROLOGUE 2.3 TYPES OF THINKING Analytical (Business) Thinking Design Thinking Intuitive (Creative) Thinking • Left brain • Rational and structed • Focused on analysis • Dealing with well-defined problems • A problem is something to get out of way • Mistakes are not tolerated • Analyse → Decide • Focused on parts of the problem • Using both sides of the brain to solve problem • Switching at will between rational & structed to a more emotional & intuitive • Iterating between analysis and synthesis • Dealing with ill-defined problems • A problem is the start of the process • Mistakes are learning experience • Empathy → Define → Ideate → Prototype → Test • Zooming in and out, taking the problem apart to reassemble it in a different way • Right brain • Emotional and intuitive • Focused on synthesis • Dealing with undefined problems • There is no problem • There is no mistakes • Perceive → Ideate → Decide • Holistic focus
56 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ BUSINESS THINKING VS. DESIGN THINKING PROLOGUE Business Thinking Business Thinking Problem Solution Understand Problem Solution What the user wants?
PROLOGUE01 57 PROLOGUE 2.3 TYPES OF THINKING Business Thinking Design Thinking Problem Solving Approach Validation through Informed by Completed Focused on Definitive. Relies on equations for “proof” What customer say; often a combination of qualitative (focus groups) and quantitative (surveys) research Market analysis and aggregate consumer behavior Completion of strategy phase marks the start of product development phase An understanding of results of customer activities Iterative. Relies on a “build to think” process dependent on trial and error What customers do; often direct observation and usability testing Direct consumer observation and abductive reasoning (“What might be”) Never continually evolving with customers An understanding of customer activities
58 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE Business Thinking Design Thinking Spreadsheets and Power Point decks Words (often open to interpretation) Vertical expertise and individual responsibilities Permanent jobs, on-going tasks, and fixed hours Corporate recognition based on the bottom line Prototypes, films, and scenarios Pictorial representations and direct experiences with prototypes “T-shaped” expertise; a principal vertical skill and a horizontal set of secondary skills. Collaborative (team) responsibilities Temporary projects with associated tasks and flexible hours Peer recognition based on the quality of solutions Tools used to communicate strategic vision Described through Team members Work patterns Reward structure
PROLOGUE01 59 PROLOGUE 2.3 TYPES OF THINKING ❖ DIVERGE THINKING VS. CONVERGE THINKING Diverge Thinking Converge Thinking The ability to generate creative ideas by exploring many possible solutions in an effort to find one that works. It starts from a common point and moves outward in diverging directions to involve a variety of aspects or perspectives. The ability to put a number of different pieces or perspectives of a topic together in some organized, logical manner to find a single answer. It involves focusing on a finite number of solutions rather than proposing multiple solutions.
60 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE
PROLOGUE01 61 PROLOGUE 2.3 TYPES OF THINKING C DYING Right Brain YANG Left Brain • It is logical • Interested in mathematical expressions, uses language well • It is pragmatic, cares the results • Interested in clear results • The left brain successful in academic and scientific subjects • It is emotional • It deals with visual, artistic subjects • Case the purpose and looks for goodwill • It is intuitive, trust its intuition • The right brain possesses humanistic features like emotionality, sympathy, empathy, feelings, and compassion
62 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE C DYING Right Brain YANG Left Brain • Decision Tree • Deductive/Inductive Reasoning • Option Evaluation Matrix • SWOT • Time/Task Schedule • Brainstorming • Blue Ocean • Free Writing • Scenarios • Synectics • SCAMPER ❖ DIVERGE THINKING TOOLS VS. CONVERGE THINKING TOOLS
PROLOGUE01 63 PROLOGUE 2.3 TYPES OF THINKING Rules for Effective Diverge (Creative) Thinking Rules for Effective Converge (Critical) Thinking 1. Don’t judge ideas 2. Look for lots of ideas 3. Accept all ideas 4. Make yourself “stretch” for ideas 5. Take time to let ideas simmer 6. Hitchhike on other ideas 1. Be deliberate 2. Be explicit 3. Avoid going to the next step too soon 4. Don’t avoid tough issues 5. Develop “affirmative judgement” 6. Don’t lose sight of your goals 7. Consider novelty ❖ RULES FOR EFFECTIVE DIVERGE & CONVERGE THINKING
64 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE Diverge Thinking Converge Thinking “Two different types of cognitive thinking can be brought together to really amp up the approach to thinking about a problem and bring out an apt solution space.” ❖ SUMMARY
PROLOGUE01 65 PROLOGUE 2.4 TYPES OF PROCESS ❖ HUMAN-CENTERED DESIGN THINKING BY IDEO & +ACUMEN • IDEO.org and +Acumen introduces the concept of Human-Centered Design(HCD) and how this approach can be used to create innovative, effective, and sustainable solutions for social change. • HCD is a creative approach to solve any kind of problem. The process starts with the people for whom the solution is designed; and ends with e.g. new product or service that is tailor-made to suit these people’s needs. • HCD is all about building a deep empathy with the people’s needs and motivations, generating a lot of ideas, creating prototypes, sharing the ideas and solutions with the people; and eventually taking the new innovative solution out in the world. • HCD is an approach that helps make sure new products are tailor-made to meet people’s needs and wants. It is achieved when the following pillars of the methodology intersect; (1) Desirability: What do people desire?; (2) Feasibility: What is technically and organizationally feasible?; and (3) Viability: What can be financially viable?
66 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE Desirable PEOPLE (HEAR) Feasibility THECHNOLOGY (DELIVER) Viability BUSINESS (CREATE) What do people desire? What is technically and organizationally feasible? What can be financially viable? DESIGN INNOVATION EMOTIONAL INNOVATION Enables branding & emotional connections PROCESS INNOVATION FUNCTIONAL INNOVATION Creates the interfaces we use to interact with technology [Three Lenses of Human-Centered Design]
PROLOGUE01 67 PROLOGUE 2.4 TYPES OF PROCESS HEAR IDEATE DELIVER • HCD starts with a specific design challenge and goes through three main stages: Inspiration, Ideation and Implementation, or Hear, Create and Deliver. • The process will move the design team from concrete observations about people, to abstract thinking along with uncovering insights and themes, then back to the concrete with tangible solutions.[Human-Centered Design Process]
68 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ DOUBLE DIAMOND MODEL BY THE DESIGN COUNCIL (UK) PROLOGUE • In 2005 the Design Council (UK) developed the Double Diamond Diagram Design Thinking model to identify how world 11 leading companies manage the design process. • The Double Diamond model include four main processes; Discover, Define, Develop, and Deliver. The first two stages define the project strategy, while the third and fourth stages represent the executive solution. Problem Definition • The Double Diamond Diagram was part of the Design Council research which included eleven case studies of leading companies such as LEGO, Alessi, Microsoft, Sony, Starbucks, and others. Therefore, the presented model has been developed based on different types of companies, which has resulted in it being adopted by a wide range of companies. Discover Define Develop Deliver [Double Diamond Model Process]
PROLOGUE01 69 PROLOGUE 2.4 TYPES OF PROCESS Discover Define DEFINE Initial ideas or inspiration & establishment of users need • Market research • User research • Design research • Technology research • Interview & insights gathering • Observation & shadowing • Empathic modeling • Information management Interpretation & alignment of finding to project objectives • Information analysis • Synthesis and identification • Project refinement • Project management • Project sign-off Develop Deliver EXECUTION Design-led concepts & proposals iterated & assessed • Ideation • Multi-disciplinary working • Visual management & progress • Testing & prototyping • Review & improvement Process outcome(s) finalized and implemented • Final testing & approval • Production • Launch of outcome(s) • Evaluation & further feedback • Future work
70 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ ZURB MODEL BY ZURB UNIVERSITY PROLOGUE • Zurb university develops the ZURB Design Thinking model that includes five stages; Define, Ideate, Prototype, Build and Analyze. • The ZURB model considers important stages like the build of the final product and analysis of the market impact and user feedback. • The ZURB model presents two types of the iteration cycles; (1) the design iteration and (2) product reset (pivot). • The first iteration process includes the iteration between the four stages; Ideate, Prototype, Build and Analyze to file problems and improve the product when there is something wrong happens. • The product resets and returns, as the second iteration process, directly to the Ideate stage to repeat the process from scratch and define the problem again when there is a major failure or the product/service does not meet the requirements.
PROLOGUE01 71 PROLOGUE 2.4 TYPES OF PROCESS [Zurb Model Process]
72 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ STANFORD D. SCHOOL MODEL PROLOGUE • The Stanford d. school Design Thinking model is one of the common design thinking model and can be considered a straightforward process consisting of five stages; Empathize, Define, Ideate, Prototype and Test. • This model, shown in the figure below, does not clearly describe one of the essential elements of the design thinking process which is the iteration. • A related version developed by the Hasso Plattner Institute in Germany introduced a continuous iteration between all the stages. After finalizing each stage, the iteration process ensures the initial design strategy is still valid and the requirements are met. If there is a problem or specific failure, the iteration process defines the stage where the failure occurred before returning to this point in order to fix the failure.
PROLOGUE01 73 PROLOGUE 2.4 TYPES OF PROCESS [Stanford d. School Model Process]
74 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE EMPATHIZE IDEATE DEFINE PROTOTYPE TEST Learn about the user for whom you are designing, by observation and interview. Who is my user? What matters to this person? Brainstorm and come up with as many creative solutions as possible. Wild ideas encouraged! Build a representation of one or more of your ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft! Share your prototyped idea with your original user for feedback. What worked? What didn’t?Create a point of view that is based on user needs and insights. What are their needs? [Stanford d. School Design Thinking Process]
PROLOGUE01 75 PROLOGUE 2.4 TYPES OF PROCESS EMPATHIZE IDEATE DEFINE PROTOTYPE TEST • Interviews • Shadowing • Seek to understand • Non-judgmental • Share ideas • All ideas worthy • Diverse/Converse • “Yes and” thinking • Prioritize • Mockups • Storyboards • Keep it simple • Fail fast • Iterate quickly • Personas • Role objectives • Decisions • Challenges • Pain points • Understand impediments • What works? • Role play • Iterate quickly [Stanford d. School Model Activities}
76 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ IDEO MODEL FOR EDUCATORS PROLOGUE • Similar to the Stanford d. school model, the IDEO is based on a process that presents a workflow for educators. It supports a number of in-class activities and tools that help them achieve that target the design thinking process in education. [Design Thinking Process of IDEO Model for Educators]
PROLOGUE01 77 PROLOGUE 2.4 TYPES OF PROCESS ✓ Discovery: This investigation phase intends to build a deep understanding of what is needed and what needs to be solved. This phase gives an understanding to the proposed design challenge. ✓ Interpretation: This phase transforms the collected data or observation into a design opportunity, combining thoughts to form a direction for the ideation phase. ✓ Ideation: This phase is similar to the Sanford d. school model. It tends to generate ideas and thinking in different ideas without judgment, criticism, or any constrains. ✓ Experimentation: This phase presents the prototype. Ideas are visualized and turned into a prototype product that can be tested and evaluated. ✓ Evolution: This phase presents the iteration nature of the process, including planning for further development and improving the ideas.
78 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE [Design Thinking Process of IDEO Model for Educators]
PROLOGUE01 79 PROLOGUE 2.5 COMMON CHARACTERISTICS ❖ SUMMARY
80 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ COMMON CHARACTERISTICS PROLOGUE ! !? A MINDSET AND A PROCESS01 BIAS TOWARD ACTION03 FOCUS ON HUMAN VALUES02 RADICAL COLLABORATION04
PROLOGUE01 81 PROLOGUE 2.5 COMMON CHARACTERISTICS CULTURE OF PROTOTYPING05 SHOW DON’T TELL06
82 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ SUCCESS CASE 1. EMBRACE PROLOGUE QUESTION: How can we help pre-term & low-birth weight babies? APPROACH: Strong need-finding to explore desires, needs and opportunities in the developing countries RESULT: • Develop highly affordable, portable infant warmer. • Provide warmth anywhere, everywhere • $ 49.95 • Over 300,000 babies reached across 22 countries IMPLEMENTATION STAGE: Launched in 2008 20,000,000 premature and low birth weight babes born every year 3,000,000 babies die within 1 month of birth every year Hypothermia is recognized as a significant problem affected pre-term and low-birth weight babies
PROLOGUE01 83 PROLOGUE 2.6 SUCCESS CASES ❖ SUCCESS CASE 2. THE FRIDGE PACK _ COCA COLA QUESTION: Re-design the packaging for cans to make them better fit into kitchens? APPROACH: Point Forward used intensive need-finding to explore desires, needs and opportunities in US households RESULT: • Point Forward identified a post-purchase barrier in refrigerators • Coca Cola increased sales by 10% IMPLEMENTATION STAGE: Launched in 2002 • 12 oz • 12 cans/pack • Sales-boosting Container • Fridge Freeze-out
84 CHAPTER 2 WHAT IS DESIGN THINKING? PROLOGUE ❖ SUCCESS CASE 3. KEEP THE CHANGE _ IDEO FOR BANK OF AMERICA QUESTION: How can we educate our customers to save money? APPROACH: Strong application of Design Thinking methods like Need-Finding and user observations RESULT: • 12 million new customers since the start of the program • 3.1 billion USD more savings • In less than a year BoA gained more than 2.5 million customers and they opened 700,000 new bank accounts IMPLEMENTATION STAGE: Launched in October 2005 CreBiz Coffee $ 2.56 CreBiz Coffee $ 3.00 CreBiz Coffee $ 0.44 $ 0.44 Your Savings Account $ 3.I BILLION SAVED BY THE 12 MINILLION BANK OF AMERICA NEW CUSTOMERS WHO TRIED “KEEP THE CHANGE”
PROLOGUE01 85 PROLOGUE 2.6 SUCCESS CASES ❖ SUCCESS CASE 4. GLOWCAPS _ VITALTY QUESTION: How can we help patients improve medication adherence? APPROACH: Strong intensive need-finding to explore needs and opportunities in the global market RESULT: • Improve medication adherence through reminders, social feedbacks, financial incentives and automatic refills • Connect medication with internet information and data information IMPLEMENTATION STAGE: Launched in 2008 MISSED DOSES RACK UP $ 300 BILLION IN AVOIDABE HEALTHCARE COSTS 50% 71% 98% AVERAGE PERSON CONTROL GROUP GLOWCAP GROUP • KEEPING PEOPLE HEALTHIER • REDUCING HEALTHCARE COSTS
86 CHAPTER 2 WHAT IS DESIGN THINKING? ❖ SUCCESS CASE 5. MRI SCANNER FOR CHILDREN _ GE HEALTH PROLOGUE QUESTION: How can we help our children frighten the MRI machine increase their comfort? APPROACH: Strong application of Design Thinking methods like need-finding and user observations RESULT: • Redesign and humanize the experience for children by creating an entire story around of process and transforming the experience into an exciting adventure • Huge drop in sedation but huge increase in satisfaction IMPLEMENTATION STAGE: Launched in 2014
PROLOGUE01 87 PROLOGUE 2.6 SUCCESS CASES ❖ SUCCESS CASE 6. AUDI UNITE _ AUDI MOBILITY QUESTION: How will the future of mobility look like? APPROACH: 6 months project with 4 team members intense need-finding in Europe, ever 40 prototypes and all tested final technical and software based prototype RESULT: • Peer-to-peer car sharing (P2P) • Target group: businesses and private households IMPLEMENTATION STAGE: Audi adapted the prototype New business division – Audi Unite JOIN A CIRCLE SHARE AN AUDI REFASHION MOBILITY AS A PERSONALIZED MICRO- SHARING EXPERIENCE
PROLOGUE CHAPTER 3 BIBIMBAP DESIGN THINKING Bibimbap Definition Process Ground Rules Characteristics
PROLOGUE01 89 PROLOGUE 3.1 BIBIMBAP ❖ BIBIMBAP IS… Bibimbap literally means “mixed rice.” It is a compound word formed the verb “bibim” and the noun “bap.” The verb “bibim” refers to the act of “mixing different ingredients together .” The noun “bap” refers to rice. Bibimbap is super-popular Korean dish that combines warm white rice topped with fresh vegetables, fried egg, sliced beef, and fermented sauces. This combination offers a taste of harmony and also a perfect balance of carbohydrates, protein and fiber. “BIBIMBAP IS A HEATHY CUISINE CREATED BY NATURE AND HUMANS”
90 CHAPTER 3 BIMBAP DESIGN THINKING ❖ CHARACTERISTICS PROLOGUE 01HEATH & FRESHNESS 02BALANCE & HARMONY colors and flavors, seasons and regions, and nature and humans SHARE THE SPIRIT OF “BIBIMBAP” WITH THE WORLD TO RESHAPE A NEW, HEALTHY FUTURE FOR EVERYONE!!!
PROLOGUE01 91 PROLOGUE 3.2 DEFINITION ❖ DEFINITION OF BIBIMBAP DESIGN THINKING Bibimbap Design Thinking is A human-centered glocal methodology for innovation and social change that combines critical and analytical approaches, and requires collaboration, experiment and harmony. The Bibimbap Design Thinking consists of 3 modules; Problem-Defining, Problem-Solving & Problem-Testing, and includes 5 stages; Collect, Cleanse, Chop, Cook, and Convey.
92 CHAPTER 3 BIMBAP DESIGN THINKING ❖ PROCESS PROLOGUE
PROLOGUE01 93 PROLOGUE 3.3 PROCESS
94 CHAPTER 3 BIMBAP DESIGN THINKING PROLOGUE COLLECT CLEANSE CHOP COOK CONVEY PROBLEM DEFINING PROBLEM SOLVING PROBLEM TESTING
PROLOGUE01 95 PROLOGUE 3.4 GROUND RULES Get your ingredients before starting cooking 1 2 Get to know your cook 3 YES and … 4 Even the best chefs make a bad plate…or two 5 6 7 8 A picture (or prototype) really is worth than1000 words… Remember to pass the salt sometimes… Pick your cooking station Have fun! ❖ GROUND RULES
96 CHAPTER 3 BIMBAP DESIGN THINKING ❖ CHARACTERISTICS PROLOGUE
PROLOGUE01 97 PROLOGUE 3.5 CHARACTERISTICS

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What is bibimbap design thinking

  • 1.
    Sharing the spiritof “Bibimbap” with the world Michael Lee Entrepreneurial Alchemist Nomadic EntreLeader DESIGN THINKING Glocal Challenge Glocal Solution WORKBOOK COLLECT CLEANSE CHOP COOK CONVEY 01 COLLECT 02 CLEANSE 03 CHOP 04 COOK 05 CONVEY
  • 2.
    DESIGN THINKING Glocal ChallengeGlocal Solution Sharing the Spirit of “Bibimbap” with the World Michael Lee Entrepreneurial Alchemist Nomadic EntreLeader EPILOGUE CONVEY COOK CHOP CLEANSE COLLECT PROLOGUE WORKBOOK
  • 3.
    CONTENTS PROLOGUE Why Design Thinking? What Is DesignThinking? Bibimbap Design Thinking STAGE 1. COLLECT Know Yourself Build A Healthy Team STAGE 2. CLEANSE Empathize the User Define the Problem 20216812610688508
  • 4.
    STAGE 3. CHOP Ideate the Solutions Validate theSolutions Prototype STAGE 5. CONVEY EPILOGUE Understand the World Present the Solution STAGE 4. COOK Test the Solution Innovation, Technology, Human Beings & Love 396348316302292258234
  • 5.
    PROLOGUE CHAPTER 2 WHAT ISDESIGN THINKING? History Definitions Types of Thinking Types of Process Common Characteristics
  • 6.
  • 7.
    52 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE
  • 8.
    PROLOGUE01 53 PROLOGUE 2.2 DEFINITIONS ❖TIM BROWN (PRESIDENT, IDEO) • A discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity • 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 ❖ STANFORD D. SCHOOL • A glue that brings teammates together around a common goal: make the lives of the people they’re designing for better • A methodology for innovation that combines creative and analytical approaches and requires collaboration across disciplines ❖ MICHAEL LUCHS (DIRECTOR, INNOVATION & DESIGN STUDIO) • A systematic and collaborative approach for identifying and creatively solving problems, includes two major phases: identifying problems and solving problems
  • 9.
    54 CHAPTER 2 WHATIS DESIGN THINKING? ❖ ANALYTICAL THINKING VS. DESIGN THINKING VS. INTUITIVE THINKING PROLOGUE
  • 10.
    PROLOGUE01 55 PROLOGUE 2.3 TYPESOF THINKING Analytical (Business) Thinking Design Thinking Intuitive (Creative) Thinking • Left brain • Rational and structed • Focused on analysis • Dealing with well-defined problems • A problem is something to get out of way • Mistakes are not tolerated • Analyse → Decide • Focused on parts of the problem • Using both sides of the brain to solve problem • Switching at will between rational & structed to a more emotional & intuitive • Iterating between analysis and synthesis • Dealing with ill-defined problems • A problem is the start of the process • Mistakes are learning experience • Empathy → Define → Ideate → Prototype → Test • Zooming in and out, taking the problem apart to reassemble it in a different way • Right brain • Emotional and intuitive • Focused on synthesis • Dealing with undefined problems • There is no problem • There is no mistakes • Perceive → Ideate → Decide • Holistic focus
  • 11.
    56 CHAPTER 2 WHATIS DESIGN THINKING? ❖ BUSINESS THINKING VS. DESIGN THINKING PROLOGUE Business Thinking Business Thinking Problem Solution Understand Problem Solution What the user wants?
  • 12.
    PROLOGUE01 57 PROLOGUE 2.3 TYPESOF THINKING Business Thinking Design Thinking Problem Solving Approach Validation through Informed by Completed Focused on Definitive. Relies on equations for “proof” What customer say; often a combination of qualitative (focus groups) and quantitative (surveys) research Market analysis and aggregate consumer behavior Completion of strategy phase marks the start of product development phase An understanding of results of customer activities Iterative. Relies on a “build to think” process dependent on trial and error What customers do; often direct observation and usability testing Direct consumer observation and abductive reasoning (“What might be”) Never continually evolving with customers An understanding of customer activities
  • 13.
    58 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE Business Thinking Design Thinking Spreadsheets and Power Point decks Words (often open to interpretation) Vertical expertise and individual responsibilities Permanent jobs, on-going tasks, and fixed hours Corporate recognition based on the bottom line Prototypes, films, and scenarios Pictorial representations and direct experiences with prototypes “T-shaped” expertise; a principal vertical skill and a horizontal set of secondary skills. Collaborative (team) responsibilities Temporary projects with associated tasks and flexible hours Peer recognition based on the quality of solutions Tools used to communicate strategic vision Described through Team members Work patterns Reward structure
  • 14.
    PROLOGUE01 59 PROLOGUE 2.3 TYPESOF THINKING ❖ DIVERGE THINKING VS. CONVERGE THINKING Diverge Thinking Converge Thinking The ability to generate creative ideas by exploring many possible solutions in an effort to find one that works. It starts from a common point and moves outward in diverging directions to involve a variety of aspects or perspectives. The ability to put a number of different pieces or perspectives of a topic together in some organized, logical manner to find a single answer. It involves focusing on a finite number of solutions rather than proposing multiple solutions.
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    60 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE
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    PROLOGUE01 61 PROLOGUE 2.3 TYPESOF THINKING C DYING Right Brain YANG Left Brain • It is logical • Interested in mathematical expressions, uses language well • It is pragmatic, cares the results • Interested in clear results • The left brain successful in academic and scientific subjects • It is emotional • It deals with visual, artistic subjects • Case the purpose and looks for goodwill • It is intuitive, trust its intuition • The right brain possesses humanistic features like emotionality, sympathy, empathy, feelings, and compassion
  • 17.
    62 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE C DYING Right Brain YANG Left Brain • Decision Tree • Deductive/Inductive Reasoning • Option Evaluation Matrix • SWOT • Time/Task Schedule • Brainstorming • Blue Ocean • Free Writing • Scenarios • Synectics • SCAMPER ❖ DIVERGE THINKING TOOLS VS. CONVERGE THINKING TOOLS
  • 18.
    PROLOGUE01 63 PROLOGUE 2.3 TYPESOF THINKING Rules for Effective Diverge (Creative) Thinking Rules for Effective Converge (Critical) Thinking 1. Don’t judge ideas 2. Look for lots of ideas 3. Accept all ideas 4. Make yourself “stretch” for ideas 5. Take time to let ideas simmer 6. Hitchhike on other ideas 1. Be deliberate 2. Be explicit 3. Avoid going to the next step too soon 4. Don’t avoid tough issues 5. Develop “affirmative judgement” 6. Don’t lose sight of your goals 7. Consider novelty ❖ RULES FOR EFFECTIVE DIVERGE & CONVERGE THINKING
  • 19.
    64 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE Diverge Thinking Converge Thinking “Two different types of cognitive thinking can be brought together to really amp up the approach to thinking about a problem and bring out an apt solution space.” ❖ SUMMARY
  • 20.
    PROLOGUE01 65 PROLOGUE 2.4 TYPESOF PROCESS ❖ HUMAN-CENTERED DESIGN THINKING BY IDEO & +ACUMEN • IDEO.org and +Acumen introduces the concept of Human-Centered Design(HCD) and how this approach can be used to create innovative, effective, and sustainable solutions for social change. • HCD is a creative approach to solve any kind of problem. The process starts with the people for whom the solution is designed; and ends with e.g. new product or service that is tailor-made to suit these people’s needs. • HCD is all about building a deep empathy with the people’s needs and motivations, generating a lot of ideas, creating prototypes, sharing the ideas and solutions with the people; and eventually taking the new innovative solution out in the world. • HCD is an approach that helps make sure new products are tailor-made to meet people’s needs and wants. It is achieved when the following pillars of the methodology intersect; (1) Desirability: What do people desire?; (2) Feasibility: What is technically and organizationally feasible?; and (3) Viability: What can be financially viable?
  • 21.
    66 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE Desirable PEOPLE (HEAR) Feasibility THECHNOLOGY (DELIVER) Viability BUSINESS (CREATE) What do people desire? What is technically and organizationally feasible? What can be financially viable? DESIGN INNOVATION EMOTIONAL INNOVATION Enables branding & emotional connections PROCESS INNOVATION FUNCTIONAL INNOVATION Creates the interfaces we use to interact with technology [Three Lenses of Human-Centered Design]
  • 22.
    PROLOGUE01 67 PROLOGUE 2.4 TYPESOF PROCESS HEAR IDEATE DELIVER • HCD starts with a specific design challenge and goes through three main stages: Inspiration, Ideation and Implementation, or Hear, Create and Deliver. • The process will move the design team from concrete observations about people, to abstract thinking along with uncovering insights and themes, then back to the concrete with tangible solutions.[Human-Centered Design Process]
  • 23.
    68 CHAPTER 2 WHATIS DESIGN THINKING? ❖ DOUBLE DIAMOND MODEL BY THE DESIGN COUNCIL (UK) PROLOGUE • In 2005 the Design Council (UK) developed the Double Diamond Diagram Design Thinking model to identify how world 11 leading companies manage the design process. • The Double Diamond model include four main processes; Discover, Define, Develop, and Deliver. The first two stages define the project strategy, while the third and fourth stages represent the executive solution. Problem Definition • The Double Diamond Diagram was part of the Design Council research which included eleven case studies of leading companies such as LEGO, Alessi, Microsoft, Sony, Starbucks, and others. Therefore, the presented model has been developed based on different types of companies, which has resulted in it being adopted by a wide range of companies. Discover Define Develop Deliver [Double Diamond Model Process]
  • 24.
    PROLOGUE01 69 PROLOGUE 2.4 TYPESOF PROCESS Discover Define DEFINE Initial ideas or inspiration & establishment of users need • Market research • User research • Design research • Technology research • Interview & insights gathering • Observation & shadowing • Empathic modeling • Information management Interpretation & alignment of finding to project objectives • Information analysis • Synthesis and identification • Project refinement • Project management • Project sign-off Develop Deliver EXECUTION Design-led concepts & proposals iterated & assessed • Ideation • Multi-disciplinary working • Visual management & progress • Testing & prototyping • Review & improvement Process outcome(s) finalized and implemented • Final testing & approval • Production • Launch of outcome(s) • Evaluation & further feedback • Future work
  • 25.
    70 CHAPTER 2 WHATIS DESIGN THINKING? ❖ ZURB MODEL BY ZURB UNIVERSITY PROLOGUE • Zurb university develops the ZURB Design Thinking model that includes five stages; Define, Ideate, Prototype, Build and Analyze. • The ZURB model considers important stages like the build of the final product and analysis of the market impact and user feedback. • The ZURB model presents two types of the iteration cycles; (1) the design iteration and (2) product reset (pivot). • The first iteration process includes the iteration between the four stages; Ideate, Prototype, Build and Analyze to file problems and improve the product when there is something wrong happens. • The product resets and returns, as the second iteration process, directly to the Ideate stage to repeat the process from scratch and define the problem again when there is a major failure or the product/service does not meet the requirements.
  • 26.
    PROLOGUE01 71 PROLOGUE 2.4 TYPESOF PROCESS [Zurb Model Process]
  • 27.
    72 CHAPTER 2 WHATIS DESIGN THINKING? ❖ STANFORD D. SCHOOL MODEL PROLOGUE • The Stanford d. school Design Thinking model is one of the common design thinking model and can be considered a straightforward process consisting of five stages; Empathize, Define, Ideate, Prototype and Test. • This model, shown in the figure below, does not clearly describe one of the essential elements of the design thinking process which is the iteration. • A related version developed by the Hasso Plattner Institute in Germany introduced a continuous iteration between all the stages. After finalizing each stage, the iteration process ensures the initial design strategy is still valid and the requirements are met. If there is a problem or specific failure, the iteration process defines the stage where the failure occurred before returning to this point in order to fix the failure.
  • 28.
    PROLOGUE01 73 PROLOGUE 2.4 TYPESOF PROCESS [Stanford d. School Model Process]
  • 29.
    74 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE EMPATHIZE IDEATE DEFINE PROTOTYPE TEST Learn about the user for whom you are designing, by observation and interview. Who is my user? What matters to this person? Brainstorm and come up with as many creative solutions as possible. Wild ideas encouraged! Build a representation of one or more of your ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft! Share your prototyped idea with your original user for feedback. What worked? What didn’t?Create a point of view that is based on user needs and insights. What are their needs? [Stanford d. School Design Thinking Process]
  • 30.
    PROLOGUE01 75 PROLOGUE 2.4 TYPESOF PROCESS EMPATHIZE IDEATE DEFINE PROTOTYPE TEST • Interviews • Shadowing • Seek to understand • Non-judgmental • Share ideas • All ideas worthy • Diverse/Converse • “Yes and” thinking • Prioritize • Mockups • Storyboards • Keep it simple • Fail fast • Iterate quickly • Personas • Role objectives • Decisions • Challenges • Pain points • Understand impediments • What works? • Role play • Iterate quickly [Stanford d. School Model Activities}
  • 31.
    76 CHAPTER 2 WHATIS DESIGN THINKING? ❖ IDEO MODEL FOR EDUCATORS PROLOGUE • Similar to the Stanford d. school model, the IDEO is based on a process that presents a workflow for educators. It supports a number of in-class activities and tools that help them achieve that target the design thinking process in education. [Design Thinking Process of IDEO Model for Educators]
  • 32.
    PROLOGUE01 77 PROLOGUE 2.4 TYPESOF PROCESS ✓ Discovery: This investigation phase intends to build a deep understanding of what is needed and what needs to be solved. This phase gives an understanding to the proposed design challenge. ✓ Interpretation: This phase transforms the collected data or observation into a design opportunity, combining thoughts to form a direction for the ideation phase. ✓ Ideation: This phase is similar to the Sanford d. school model. It tends to generate ideas and thinking in different ideas without judgment, criticism, or any constrains. ✓ Experimentation: This phase presents the prototype. Ideas are visualized and turned into a prototype product that can be tested and evaluated. ✓ Evolution: This phase presents the iteration nature of the process, including planning for further development and improving the ideas.
  • 33.
    78 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE [Design Thinking Process of IDEO Model for Educators]
  • 34.
    PROLOGUE01 79 PROLOGUE 2.5 COMMONCHARACTERISTICS ❖ SUMMARY
  • 35.
    80 CHAPTER 2 WHATIS DESIGN THINKING? ❖ COMMON CHARACTERISTICS PROLOGUE ! !? A MINDSET AND A PROCESS01 BIAS TOWARD ACTION03 FOCUS ON HUMAN VALUES02 RADICAL COLLABORATION04
  • 36.
    PROLOGUE01 81 PROLOGUE 2.5 COMMONCHARACTERISTICS CULTURE OF PROTOTYPING05 SHOW DON’T TELL06
  • 37.
    82 CHAPTER 2 WHATIS DESIGN THINKING? ❖ SUCCESS CASE 1. EMBRACE PROLOGUE QUESTION: How can we help pre-term & low-birth weight babies? APPROACH: Strong need-finding to explore desires, needs and opportunities in the developing countries RESULT: • Develop highly affordable, portable infant warmer. • Provide warmth anywhere, everywhere • $ 49.95 • Over 300,000 babies reached across 22 countries IMPLEMENTATION STAGE: Launched in 2008 20,000,000 premature and low birth weight babes born every year 3,000,000 babies die within 1 month of birth every year Hypothermia is recognized as a significant problem affected pre-term and low-birth weight babies
  • 38.
    PROLOGUE01 83 PROLOGUE 2.6 SUCCESSCASES ❖ SUCCESS CASE 2. THE FRIDGE PACK _ COCA COLA QUESTION: Re-design the packaging for cans to make them better fit into kitchens? APPROACH: Point Forward used intensive need-finding to explore desires, needs and opportunities in US households RESULT: • Point Forward identified a post-purchase barrier in refrigerators • Coca Cola increased sales by 10% IMPLEMENTATION STAGE: Launched in 2002 • 12 oz • 12 cans/pack • Sales-boosting Container • Fridge Freeze-out
  • 39.
    84 CHAPTER 2 WHATIS DESIGN THINKING? PROLOGUE ❖ SUCCESS CASE 3. KEEP THE CHANGE _ IDEO FOR BANK OF AMERICA QUESTION: How can we educate our customers to save money? APPROACH: Strong application of Design Thinking methods like Need-Finding and user observations RESULT: • 12 million new customers since the start of the program • 3.1 billion USD more savings • In less than a year BoA gained more than 2.5 million customers and they opened 700,000 new bank accounts IMPLEMENTATION STAGE: Launched in October 2005 CreBiz Coffee $ 2.56 CreBiz Coffee $ 3.00 CreBiz Coffee $ 0.44 $ 0.44 Your Savings Account $ 3.I BILLION SAVED BY THE 12 MINILLION BANK OF AMERICA NEW CUSTOMERS WHO TRIED “KEEP THE CHANGE”
  • 40.
    PROLOGUE01 85 PROLOGUE 2.6 SUCCESSCASES ❖ SUCCESS CASE 4. GLOWCAPS _ VITALTY QUESTION: How can we help patients improve medication adherence? APPROACH: Strong intensive need-finding to explore needs and opportunities in the global market RESULT: • Improve medication adherence through reminders, social feedbacks, financial incentives and automatic refills • Connect medication with internet information and data information IMPLEMENTATION STAGE: Launched in 2008 MISSED DOSES RACK UP $ 300 BILLION IN AVOIDABE HEALTHCARE COSTS 50% 71% 98% AVERAGE PERSON CONTROL GROUP GLOWCAP GROUP • KEEPING PEOPLE HEALTHIER • REDUCING HEALTHCARE COSTS
  • 41.
    86 CHAPTER 2 WHATIS DESIGN THINKING? ❖ SUCCESS CASE 5. MRI SCANNER FOR CHILDREN _ GE HEALTH PROLOGUE QUESTION: How can we help our children frighten the MRI machine increase their comfort? APPROACH: Strong application of Design Thinking methods like need-finding and user observations RESULT: • Redesign and humanize the experience for children by creating an entire story around of process and transforming the experience into an exciting adventure • Huge drop in sedation but huge increase in satisfaction IMPLEMENTATION STAGE: Launched in 2014
  • 42.
    PROLOGUE01 87 PROLOGUE 2.6 SUCCESSCASES ❖ SUCCESS CASE 6. AUDI UNITE _ AUDI MOBILITY QUESTION: How will the future of mobility look like? APPROACH: 6 months project with 4 team members intense need-finding in Europe, ever 40 prototypes and all tested final technical and software based prototype RESULT: • Peer-to-peer car sharing (P2P) • Target group: businesses and private households IMPLEMENTATION STAGE: Audi adapted the prototype New business division – Audi Unite JOIN A CIRCLE SHARE AN AUDI REFASHION MOBILITY AS A PERSONALIZED MICRO- SHARING EXPERIENCE
  • 43.
    PROLOGUE CHAPTER 3 BIBIMBAP DESIGNTHINKING Bibimbap Definition Process Ground Rules Characteristics
  • 44.
    PROLOGUE01 89 PROLOGUE 3.1 BIBIMBAP ❖BIBIMBAP IS… Bibimbap literally means “mixed rice.” It is a compound word formed the verb “bibim” and the noun “bap.” The verb “bibim” refers to the act of “mixing different ingredients together .” The noun “bap” refers to rice. Bibimbap is super-popular Korean dish that combines warm white rice topped with fresh vegetables, fried egg, sliced beef, and fermented sauces. This combination offers a taste of harmony and also a perfect balance of carbohydrates, protein and fiber. “BIBIMBAP IS A HEATHY CUISINE CREATED BY NATURE AND HUMANS”
  • 45.
    90 CHAPTER 3 BIMBAPDESIGN THINKING ❖ CHARACTERISTICS PROLOGUE 01HEATH & FRESHNESS 02BALANCE & HARMONY colors and flavors, seasons and regions, and nature and humans SHARE THE SPIRIT OF “BIBIMBAP” WITH THE WORLD TO RESHAPE A NEW, HEALTHY FUTURE FOR EVERYONE!!!
  • 46.
    PROLOGUE01 91 PROLOGUE 3.2 DEFINITION ❖DEFINITION OF BIBIMBAP DESIGN THINKING Bibimbap Design Thinking is A human-centered glocal methodology for innovation and social change that combines critical and analytical approaches, and requires collaboration, experiment and harmony. The Bibimbap Design Thinking consists of 3 modules; Problem-Defining, Problem-Solving & Problem-Testing, and includes 5 stages; Collect, Cleanse, Chop, Cook, and Convey.
  • 47.
    92 CHAPTER 3 BIMBAPDESIGN THINKING ❖ PROCESS PROLOGUE
  • 48.
  • 49.
    94 CHAPTER 3 BIMBAPDESIGN THINKING PROLOGUE COLLECT CLEANSE CHOP COOK CONVEY PROBLEM DEFINING PROBLEM SOLVING PROBLEM TESTING
  • 50.
    PROLOGUE01 95 PROLOGUE 3.4 GROUNDRULES Get your ingredients before starting cooking 1 2 Get to know your cook 3 YES and … 4 Even the best chefs make a bad plate…or two 5 6 7 8 A picture (or prototype) really is worth than1000 words… Remember to pass the salt sometimes… Pick your cooking station Have fun! ❖ GROUND RULES
  • 51.
    96 CHAPTER 3 BIMBAPDESIGN THINKING ❖ CHARACTERISTICS PROLOGUE
  • 52.