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Talk: Strategic Philanthropy through Design
Design Thinking for Social Innovation




Sandhya S. Pillalamarri
Purpose Driven Profits: Ross Net Impact Conference
(session chairs Brian Moss and Elizabeth Matzen)


Stephen M. Ross School of Business
University of Michigan
Ann Arbor, MI
Oct. 14, 2011
The wider context
    Understanding the drivers that influence design thinking




2
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Chulha, healthy
indoor cooking
“ Total world deaths from indoor air pollution due to
burning solid fuels are estimated at 1,619,000 each
year.
India alone accounts for 25% of such deaths: almost
500,000 of the victims are women and children”
Source: WHO 2009
Design Thinking for Social Innovation RossNetImpact_Oct2011
People‐focused research and design
Understanding our users in their context & environment




8   Pearson Interoperability Framework | Sandhya S. Pillalamarri   8
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Current issues
It soon became clear from the results of the research that the
key local design requirements called for a cooking solution able
to fulfill the following physical and socio-cultural conditions:


- Adaptability to different biomass fuels (from wood to cow dung),
available in different seasons and locations
- Adaptability to people’s cooking needs when cooking ‘chappati’
(bread), steaming rice, boiling water
- Adaptability to the use of different, non-standard cooking vessels
- Adaptability to various logistic constraints

12   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Testing
and user
feedback
Design Thinking for Social Innovation RossNetImpact_Oct2011
- Adaptability of use (different cooking
functions) and appealing design format
- Flexibility of use (biomass / wood) and
burn efficiency
- Easy transportation and cleaning of the
stove and the chimney (modularity)
- material improvements and easier
manufacturing
20   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Benefits of Chulha


‐ Bypass duct for efficient draft
‐ Soot collector for cleaner air
‐ Chimney connector for easy maintenance and
‐ Easy to Use and Install Modular Design
‐ New entrepreneurs
‐ NGOs support

21   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Challenges and achievements
 ‐ Building community trust
 ‐ Collaborating with stakeholders with various interests
 ‐ Beyond ‘deep listen’ to ‘community engagement’
 ‐Communicating value and benefits
 ‐ We had to learn to speak a ‘language’ able to
       ‐ Create convergence of different (political, social and economic) interests
       ‐ Give a ‘voice’ to ‘vulnerable’ end‐users
       ‐ Such a ‘language’ could be developed only through a long and patient process of 
       intensive listening and engagement.


22   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
What now and where to?
 ‐ Saral and Sampoorna are recorded in sketches and technical 
 drawings. Massive communication and training packages prepared
       ‐ How to produce, distribute, install, and maintain the stoves

 ‐ Decentralized model
       ‐ Trained entrepreneur invests in a mould, makes 50‐60 Chulhas, 
       sells and installs them within homes
 ‐ Aim is to shift to a semi‐decentralized model 
       ‐ Where localization takes place at district level: with this 
       scalability, the entrepreneur can serve up to 30‐40 villages, with 
       200‐250 households each
 ‐ Publicity
23   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
24   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
How does it work? | People-focused



             • User Research              • NPI / Opportunities                                            • Measure usability CTQs
                                                                                  • Develop UX concepts                                    • Test Usability CTQs     • Test Usability
             • Environment                • User Prioritized Problems List                                 • Usability Risk Retirement     in prototype              CTQs in product
             • Roles & Responsibilities   • User & Functional
UX Process




             • Task & Workflow            Requirements
                                                                     Business
                                                                     Decision            Concepts                                            Usability
                  Design                  Opportunities                                                    UI Design           Usability                      Functional UI      Release
                                                                                       Visualization,                                        Reviews
                 Research                   Analysis                NP Launch                             Development           Test                          Development
                                                                                         Early UI
                                                                     Business             Design
                                                                   Requirements                                  Iterative Design




                  Framework 1                                                        Framework 2                                           Framework 3
                  Observational Research                                             Ideation                                              Iterative UI Design & Development
                  Focus Groups                                                       Wireframes (low-fi)                                   Iterative Usability Testing (summative)
                  User Profile                                                       Use Cases                                             Usability CTQ Scorecard
                  Personas                                                           Use Scenarios                                         UX Metrics
                  Environment Description                                            Usability CTQs                                        Continued UX Support
                  Competitive Analysis                                               Usability Testing (formative)                         (benchmarks, competitive reviews,
                  Task & WF Analysis                                                 Rapid Prototyping                                     sales & marketing)
                  Participatory Design                                               Accessibility Checks
                  Opportunities Analysis                                             Design, Heuristic, Cognitive Reviews
                  Innovation Workshops

               25       Design Thinking for Social Innovation | Sandhya S. Pillalamarri                                                                                                 25
Design research
   To Inform, Inspire, and Drive Innovation




26 Pearson Interoperability Framework | Sandhya S. Pillalamarri
To Create
27
     New Value
Innovation: It’s risky
     business




                     4%
                     The global innovation success
                     average, across all geographies
                     and all industries.
28
Viability                        Feasibility
      Understanding Business           Understanding Technology




                     Desirability
                        Understanding People




29
     Mitigate Risk
What methods generate user-centric
innovation?




30
31
     Generative
Design Thinking for Social Innovation RossNetImpact_Oct2011
33
     Evaluative
34
     Quantitative
35
     Qualitative
What does it all look like?




36   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Plan &
What does it all look like?                                            Prepare Materials

                                                                             Pilot                Iterate design
                                                                                                  & evaluations
                                                                                Execute

                                                                                     Report results




37   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Key Success Factors
 • Design Research 
       • Ethnographic observation
 • Find Allies and Local Champions
       • Co‐Creation and Design with local NGOs
 • Product is only a means to an end
 • Local material, packaging, terminology, fuel
 • Iterative testing and validation
 • Simple and Easy to Use
 • Visual and Aesthetic Appeal

38   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Let’s try it!
     Implementing design thinking close to home with
     Ross School of Business’ Personas




39
Like Clock Work
                                              Gabby wakes up precisely at
                                              5am every day to work out at
                                              the gym. Drives a sensible
                                              sedan that gets good gas
                                              mileage. She also dresses up
                                              for class daily. Extremely
                                              motivated to be seen as
                                              "with-it" by her peers.
                                              Perhaps she’ll be first in line
                                              if there was an App for
                                              saving her time or making
                                              her more efficient.

“I love to be eco-conscious, tell me how. Does it take too
much time? Should I sign up for the green club at Ross?”
                                                                        Too Busy to Cook!
                                                                        Gabby eats out a lot and is often seen
Gabby the ‘Gunner’                                                      grabbing something quick out of the Ross
                                                                        café while running to class.
Gabby is an all-rounder. An over achieving MBA student at Ross ,
she doesn’t date much, but wants to (she is just too busy).
Gabby participates in all the major clubs and doesn’t hesitate to
                                                                        Ouch!
run for office positions within clubs she is passionate about. She
is one of the board of directors at three of Ross’ clubs (only been     What makes Gabby sad? If she didn't get
an MBA student for 6 weeks now).                                        that election or loosing the election!
                                                                        Anything that encroaches upon her time
STATS
                                                                        or schedule makes Gabby really grumpy.
Age: 27 Location: Ann Arbor, MI
                                                                                 2011, Ross NetImpact, Design Thinking Workshop
A Small Town Boy
                                    Imran hails from a small
                                    village in the outskirts of
                                    Chandighar, India. Back home,
                                    trash control is a huge
                                    problem. He is used to seeing
                                    trash lying around, roadside
                                    animals sleeping in it, and
                                    little kids playing with it. He
                                    is fairly certain that that’s
                                    what caused one of his
                                    village’s little boys to die
                                    from suffocation 20 years ago.

“Trying to take it all in here at Ross; grateful for the opp. I                   Speak Up!
typically hang out with my family & friends after school”
                                                                                  Sometimes he speaks up a lot in class,
Imran the ‘International’                                                         which tends to annoy his classmates.
                                                                                  Lacks fully knowledge in American
Imran is so excited to be here at Ross School of Business! This is                culture nuances. Loves cricket though!
a once in a lifetime opportunity for Imran and he isn’t about to
let it pass him by. Imran has his wife & small child with him in                                 Yum!
Ann Arbor and is from India originally. He has lived in the US for                               Imran brings lunch his wife
2 years before coming to Ross but still doesn't understand many                                  packs for him daily. Usually he
nuances of American culture.                                                                     throws the trash away in the
STATS                                                                                            bins. On busy days, he may
Age: 33 Location: Ann Arbor, MI                                                                  leave it on the table when he
                                                2011, Ross NetImpact, Design Thinking Workshop   is done eating.
Mommy’s Boy
                                        Bobby’s parents are a big influence in
                                        his life (he consults with them
                                        regularly). They help support his
                                        education as well. Bobby is a total frat
                                        guy and spends most of his free time
                                        with his buddies. He is smart though
                                        and manages to pass all his classes with
                                        good grades. He isn’t sure what he
                                        wants to do with his MBA yet. He feels
                                        very self-important while he is hanging
                                        out in the "Winter Garden" (Ross' lobby
                                        area) with other MBA students. He did
                                        learn about recycling in kindergarten.

“Carpe Diem right? I have a ton of friends from the MBA
program, and I love it here. Bring it on…it’s cool!”
                                                                     Where did it go?
                                                                     Bobby knows that he owns a bike, but
Bobby the ‘BBA’                                                      isn’t sure where he left it (doesn’t care,
Bobby is an undergraduate MBA student at Ross. BBA students          really).
are a growing population here. He really doesn’t have much
opportunity to talk to the regular MBA students, but would love                     Sleep over anyone?
to be able to connect with them. He hasn’t heard anything about
Ross’ green programs at all. He has a girlfriend, but they might                    Bobby never cooks for himself
break up soon (he doesn’t want to, but has no clue how to                           and is happy to order out or
influence the decision though).                                                     mooch off his girlfriend.
STATS
Age: 19 Location: Ann Arbor, MI                                                    2011, Ross NetImpact, Design Thinking Workshop
Casual and Cool
                                   Lola has a lot of good friends
                                   here at the MBA program.
                                   She loves happy hour at the
                                   brewpubs downtown and can
                                   often be seen hanging out
                                   there after school with her
                                   close buddies. She buys all
                                   the recommended books for
                                   class and tries to keep up
                                   with the assigned readings.
                                   She has a cat named Ollie.
                                                                    Is it me or is it cold in here?
“I care about the world I live in, but can it help pay my           Lola prefers to wear her sandals
                                                                    whenever outside temperature is any
bills? I would love to give back in my own little way”
                                                                    above freezing. Hey, it can be done!
Lola ‘Miss Granola’
Lola is having a rocking time at Ross. She loves the weather at
Ann Arbor and rides her bike everywhere, no matter how cold or
rainy it gets. It’s complicated though with a boy back home and
no time to see him. She is internally torn between her desire to
help the world and her desire to get a good job and help pay        Whole paycheck…er, foods!
back her MBA loans.                                                 Lola often is seen shopping at the local
STATS                                                               health food co-op store on campus,
Age: 29 Location: Ann Arbor, MI                                     weekly.
                                                                          2011, Ross NetImpact, Design Thinking Workshop
Case Study Exercise: Problem



     Recycling and composting rates at Ross are up 
      28% this year.  Yet, we notice the following 
      overflow of trash bins full of recyclable and 
       compostable material in and around Ross 
            School of Business.  What gives?  


44    Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
Case Study Exercise: Some Data
 • Ross currently diverts (composts/recycles) about 25% of its total waste 
 stream
 • Recycling rate is up 28% this year over last year!
 • Ross does not have to pay per‐pound fees to recycle or landfill waste (the 
 University picks up the tab and charges each school a flat rate based on 
 square footage)
 • Composting costs the Ross Operations department $35,000 per year 
 (including: special bags, sorting, hauling, and a tipping fee at the local 
 compost facility)
 • 25% of all compost bags are not actually composted because they have 
 too much non‐compostable material inside ‐ these bags are sent to the 
 landfill instead

48   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Case Study Exercise: Stakeholder Interview
• Does peer pressure work well with regard to diverting waste from the landfill?  It 
appears so here at Ross
• New single‐stream recycling program in Ann Arbor, so Ross no longer has to sort 
its recyclables
• This year, compost made from Ross waste is coming full circle and will be applied 
to our green roof (picture) 
• Student education programming around waste diversion has shrunk in recent 
years
• 99.5% of all packaging materials from the Ross Cafe are compostable (saltine 
cracker wrappers are the only thing that isn't compostable)
• Compostable trash bags cost $1/ea and have a limited shelf life (they start to 
compost themselves if left in a storage closet too long)
• Ross is the only building in the UofM that offers composting as a waste diversion 
method (due to the efforts of the Facilities staff and a special agreement with a 
local hauler and compost facility) 
Case Study Exercise: ~40 Minutes


      Come up with an innovative, cost‐effective, 
     efficient, easy to use, and sustainable design 
       (can be anything from an app. to a unique 
     trash can product (physical)) to help bring up 
              the rates of recycling at Ross


50   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Case Study Exercise: Step 1, 2-4 Min

 • Count off 1 to 4; divide into 4 groups
 • Each group gets a Ross MBA student Persona!
 • Post‐Its, Crayons, Markers, Tape, PlayDoh, White 
 board space, etc. are at your disposable.  You may 
 choose to use all tools or none



51   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Case Study Exercise: Step 2, 10 Min
 • Read through personas out loud to your team 
 understand what makes them happy, sad, what 
 ticks them off, their knowledge in recycling, etc.
 • Look at observation photos on screen
 • Brainstorm problem causes




52   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Case Study Exercise: Step 3, 15 Min

 • Sketch, sketch, sketch Ross trash system redesign 
 ideas!
 • Use tools to showcase your innovative designs
 • Build / Prototype / Sketch final designs!




53   Design Thinking for Social Innovation | Sandhya S. Pillalamarri
Case Study Exercise: Step 4, 10 Min


 • Choose one or two team members 
 • Present your ideas to all of us with rationale!




54   Design Thinking for Social Innovation | Sandhya S. Pillalamarri

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Design Thinking for Social Innovation RossNetImpact_Oct2011

  • 2. The wider context Understanding the drivers that influence design thinking 2
  • 6. “ Total world deaths from indoor air pollution due to burning solid fuels are estimated at 1,619,000 each year. India alone accounts for 25% of such deaths: almost 500,000 of the victims are women and children” Source: WHO 2009
  • 12. Current issues It soon became clear from the results of the research that the key local design requirements called for a cooking solution able to fulfill the following physical and socio-cultural conditions: - Adaptability to different biomass fuels (from wood to cow dung), available in different seasons and locations - Adaptability to people’s cooking needs when cooking ‘chappati’ (bread), steaming rice, boiling water - Adaptability to the use of different, non-standard cooking vessels - Adaptability to various logistic constraints 12 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 19. - Adaptability of use (different cooking functions) and appealing design format - Flexibility of use (biomass / wood) and burn efficiency - Easy transportation and cleaning of the stove and the chimney (modularity) - material improvements and easier manufacturing
  • 20. 20 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 21. Benefits of Chulha ‐ Bypass duct for efficient draft ‐ Soot collector for cleaner air ‐ Chimney connector for easy maintenance and ‐ Easy to Use and Install Modular Design ‐ New entrepreneurs ‐ NGOs support 21 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 22. Challenges and achievements ‐ Building community trust ‐ Collaborating with stakeholders with various interests ‐ Beyond ‘deep listen’ to ‘community engagement’ ‐Communicating value and benefits ‐ We had to learn to speak a ‘language’ able to ‐ Create convergence of different (political, social and economic) interests ‐ Give a ‘voice’ to ‘vulnerable’ end‐users ‐ Such a ‘language’ could be developed only through a long and patient process of  intensive listening and engagement. 22 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 23. What now and where to? ‐ Saral and Sampoorna are recorded in sketches and technical  drawings. Massive communication and training packages prepared ‐ How to produce, distribute, install, and maintain the stoves ‐ Decentralized model ‐ Trained entrepreneur invests in a mould, makes 50‐60 Chulhas,  sells and installs them within homes ‐ Aim is to shift to a semi‐decentralized model  ‐ Where localization takes place at district level: with this  scalability, the entrepreneur can serve up to 30‐40 villages, with  200‐250 households each ‐ Publicity 23 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 24. 24 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 25. How does it work? | People-focused • User Research • NPI / Opportunities • Measure usability CTQs • Develop UX concepts • Test Usability CTQs • Test Usability • Environment • User Prioritized Problems List • Usability Risk Retirement in prototype CTQs in product • Roles & Responsibilities • User & Functional UX Process • Task & Workflow Requirements Business Decision Concepts Usability Design Opportunities UI Design Usability Functional UI Release Visualization, Reviews Research Analysis NP Launch Development Test Development Early UI Business Design Requirements Iterative Design Framework 1 Framework 2 Framework 3 Observational Research Ideation Iterative UI Design & Development Focus Groups Wireframes (low-fi) Iterative Usability Testing (summative) User Profile Use Cases Usability CTQ Scorecard Personas Use Scenarios UX Metrics Environment Description Usability CTQs Continued UX Support Competitive Analysis Usability Testing (formative) (benchmarks, competitive reviews, Task & WF Analysis Rapid Prototyping sales & marketing) Participatory Design Accessibility Checks Opportunities Analysis Design, Heuristic, Cognitive Reviews Innovation Workshops 25 Design Thinking for Social Innovation | Sandhya S. Pillalamarri 25
  • 26. Design research To Inform, Inspire, and Drive Innovation 26 Pearson Interoperability Framework | Sandhya S. Pillalamarri
  • 27. To Create 27 New Value
  • 28. Innovation: It’s risky business 4% The global innovation success average, across all geographies and all industries. 28
  • 29. Viability Feasibility Understanding Business Understanding Technology Desirability Understanding People 29 Mitigate Risk
  • 30. What methods generate user-centric innovation? 30
  • 31. 31 Generative
  • 33. 33 Evaluative
  • 34. 34 Quantitative
  • 35. 35 Qualitative
  • 36. What does it all look like? 36 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 37. Plan & What does it all look like? Prepare Materials Pilot Iterate design & evaluations Execute Report results 37 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 38. Key Success Factors • Design Research  • Ethnographic observation • Find Allies and Local Champions • Co‐Creation and Design with local NGOs • Product is only a means to an end • Local material, packaging, terminology, fuel • Iterative testing and validation • Simple and Easy to Use • Visual and Aesthetic Appeal 38 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 39. Let’s try it! Implementing design thinking close to home with Ross School of Business’ Personas 39
  • 40. Like Clock Work Gabby wakes up precisely at 5am every day to work out at the gym. Drives a sensible sedan that gets good gas mileage. She also dresses up for class daily. Extremely motivated to be seen as "with-it" by her peers. Perhaps she’ll be first in line if there was an App for saving her time or making her more efficient. “I love to be eco-conscious, tell me how. Does it take too much time? Should I sign up for the green club at Ross?” Too Busy to Cook! Gabby eats out a lot and is often seen Gabby the ‘Gunner’ grabbing something quick out of the Ross café while running to class. Gabby is an all-rounder. An over achieving MBA student at Ross , she doesn’t date much, but wants to (she is just too busy). Gabby participates in all the major clubs and doesn’t hesitate to Ouch! run for office positions within clubs she is passionate about. She is one of the board of directors at three of Ross’ clubs (only been What makes Gabby sad? If she didn't get an MBA student for 6 weeks now). that election or loosing the election! Anything that encroaches upon her time STATS or schedule makes Gabby really grumpy. Age: 27 Location: Ann Arbor, MI 2011, Ross NetImpact, Design Thinking Workshop
  • 41. A Small Town Boy Imran hails from a small village in the outskirts of Chandighar, India. Back home, trash control is a huge problem. He is used to seeing trash lying around, roadside animals sleeping in it, and little kids playing with it. He is fairly certain that that’s what caused one of his village’s little boys to die from suffocation 20 years ago. “Trying to take it all in here at Ross; grateful for the opp. I Speak Up! typically hang out with my family & friends after school” Sometimes he speaks up a lot in class, Imran the ‘International’ which tends to annoy his classmates. Lacks fully knowledge in American Imran is so excited to be here at Ross School of Business! This is culture nuances. Loves cricket though! a once in a lifetime opportunity for Imran and he isn’t about to let it pass him by. Imran has his wife & small child with him in Yum! Ann Arbor and is from India originally. He has lived in the US for Imran brings lunch his wife 2 years before coming to Ross but still doesn't understand many packs for him daily. Usually he nuances of American culture. throws the trash away in the STATS bins. On busy days, he may Age: 33 Location: Ann Arbor, MI leave it on the table when he 2011, Ross NetImpact, Design Thinking Workshop is done eating.
  • 42. Mommy’s Boy Bobby’s parents are a big influence in his life (he consults with them regularly). They help support his education as well. Bobby is a total frat guy and spends most of his free time with his buddies. He is smart though and manages to pass all his classes with good grades. He isn’t sure what he wants to do with his MBA yet. He feels very self-important while he is hanging out in the "Winter Garden" (Ross' lobby area) with other MBA students. He did learn about recycling in kindergarten. “Carpe Diem right? I have a ton of friends from the MBA program, and I love it here. Bring it on…it’s cool!” Where did it go? Bobby knows that he owns a bike, but Bobby the ‘BBA’ isn’t sure where he left it (doesn’t care, Bobby is an undergraduate MBA student at Ross. BBA students really). are a growing population here. He really doesn’t have much opportunity to talk to the regular MBA students, but would love Sleep over anyone? to be able to connect with them. He hasn’t heard anything about Ross’ green programs at all. He has a girlfriend, but they might Bobby never cooks for himself break up soon (he doesn’t want to, but has no clue how to and is happy to order out or influence the decision though). mooch off his girlfriend. STATS Age: 19 Location: Ann Arbor, MI 2011, Ross NetImpact, Design Thinking Workshop
  • 43. Casual and Cool Lola has a lot of good friends here at the MBA program. She loves happy hour at the brewpubs downtown and can often be seen hanging out there after school with her close buddies. She buys all the recommended books for class and tries to keep up with the assigned readings. She has a cat named Ollie. Is it me or is it cold in here? “I care about the world I live in, but can it help pay my Lola prefers to wear her sandals whenever outside temperature is any bills? I would love to give back in my own little way” above freezing. Hey, it can be done! Lola ‘Miss Granola’ Lola is having a rocking time at Ross. She loves the weather at Ann Arbor and rides her bike everywhere, no matter how cold or rainy it gets. It’s complicated though with a boy back home and no time to see him. She is internally torn between her desire to help the world and her desire to get a good job and help pay Whole paycheck…er, foods! back her MBA loans. Lola often is seen shopping at the local STATS health food co-op store on campus, Age: 29 Location: Ann Arbor, MI weekly. 2011, Ross NetImpact, Design Thinking Workshop
  • 44. Case Study Exercise: Problem Recycling and composting rates at Ross are up  28% this year.  Yet, we notice the following  overflow of trash bins full of recyclable and  compostable material in and around Ross  School of Business.  What gives?   44 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 48. Case Study Exercise: Some Data • Ross currently diverts (composts/recycles) about 25% of its total waste  stream • Recycling rate is up 28% this year over last year! • Ross does not have to pay per‐pound fees to recycle or landfill waste (the  University picks up the tab and charges each school a flat rate based on  square footage) • Composting costs the Ross Operations department $35,000 per year  (including: special bags, sorting, hauling, and a tipping fee at the local  compost facility) • 25% of all compost bags are not actually composted because they have  too much non‐compostable material inside ‐ these bags are sent to the  landfill instead 48 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 49. Case Study Exercise: Stakeholder Interview • Does peer pressure work well with regard to diverting waste from the landfill?  It  appears so here at Ross • New single‐stream recycling program in Ann Arbor, so Ross no longer has to sort  its recyclables • This year, compost made from Ross waste is coming full circle and will be applied  to our green roof (picture)  • Student education programming around waste diversion has shrunk in recent  years • 99.5% of all packaging materials from the Ross Cafe are compostable (saltine  cracker wrappers are the only thing that isn't compostable) • Compostable trash bags cost $1/ea and have a limited shelf life (they start to  compost themselves if left in a storage closet too long) • Ross is the only building in the UofM that offers composting as a waste diversion  method (due to the efforts of the Facilities staff and a special agreement with a  local hauler and compost facility) 
  • 50. Case Study Exercise: ~40 Minutes Come up with an innovative, cost‐effective,  efficient, easy to use, and sustainable design  (can be anything from an app. to a unique  trash can product (physical)) to help bring up  the rates of recycling at Ross 50 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 51. Case Study Exercise: Step 1, 2-4 Min • Count off 1 to 4; divide into 4 groups • Each group gets a Ross MBA student Persona! • Post‐Its, Crayons, Markers, Tape, PlayDoh, White  board space, etc. are at your disposable.  You may  choose to use all tools or none 51 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 52. Case Study Exercise: Step 2, 10 Min • Read through personas out loud to your team  understand what makes them happy, sad, what  ticks them off, their knowledge in recycling, etc. • Look at observation photos on screen • Brainstorm problem causes 52 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 53. Case Study Exercise: Step 3, 15 Min • Sketch, sketch, sketch Ross trash system redesign  ideas! • Use tools to showcase your innovative designs • Build / Prototype / Sketch final designs! 53 Design Thinking for Social Innovation | Sandhya S. Pillalamarri
  • 54. Case Study Exercise: Step 4, 10 Min • Choose one or two team members  • Present your ideas to all of us with rationale! 54 Design Thinking for Social Innovation | Sandhya S. Pillalamarri