Learn more about ITERATE: http://on.undp.org/mqGDV

1. UZBEKISTAN
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2. UNDP WORKSHOP
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3. Interdisciplinary problem
solving through design thinking,
strategy and leadership
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4. Interdisciplinary problem
solving through design thinking,
strategy and leadership
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5. Interdisciplinary problem solving
through design thinking,
strategy and leadership
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6. design thinking
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7. Business Technology
Design
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8. ITERATE | 17 MAY, 2013 | GOITERATE.COM 8

9. ITERATE | 17 MAY, 2013 | GOITERATE.COM 9

10. Interdisciplinary problem
solving through design thinking,
strategy and leadership
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11. http://www.youtube.com/watch?v=V74AxCqOTvg
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12. Authentic Innovation Skills
• Be needs focused (human centered)
• Be highly collaborative
• Embrace constraints
• Be scrappy
• Fail forward
• Dive deep
• Tell stories
• Be bold
• Believe in intentional serendipity
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13. Ground Rules
• Collaborate
• There are no bad ideas
• Be visual
• Fail early and often
• Ask questions
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14. ITERATE | 17 MAY, 2013 | GOITERATE.COM 14

15. Process Overview
• BE BOLD: What’s the change you
want to see in the world?
• GET OUT: Talk to people and observe
• REFRAME: Look at the problem in
different ways
• PROTOTYPE: Early and often
• TEST and REPEAT
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16. Understand
Empathy
Synthesize
& Define
Ideate
Prototype
Form
Immerse
Scope
BE BOLD
GET OUT
REFRAME
PROTOTYPE
TEST &
REPEAT
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17. Viability
business:
sustainable?
Feasibility
technology:
possible?
Desirability
customer:
desired?
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18. Analysis Synthesis
Abstract
Concrete
Observations
(Context)
Frameworks
(Insight)
Imperatives
(Ideas)
Solutions
(Artifacts)
Figure Out
The Story
Tell A New
Story
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19. Flare Focus
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20. Flare Focus Flare Focus Flare Focus
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21. Understand
Empathy
Synthesize
& Define
Ideate
Prototype
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22. Empathy Define Ideate Prototype Test Re-Define
Identify Invent Implement
Needs
Finding
Needs
Screening
Concept
Generation
Concept
Selection
Development
Strategy &
Planning
Integration
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23. Damien Newman, Central
Uncertainty Clarity / Focus
Understand
& Empathy
Prototype Implement
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24. “Innovation … is generally understood as the
successful introduction of a new thing or
method …. Innovation is the embodiment,
combination, or synthesis of knowledge in
original, relevant, valued new products,
processes, or services.” Luecke and Katz (2003)
Innovation
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25. The Innovator’s DNA
http://innovatorsdna.com
Associating
Questioning
Observing
Experimenting
Networking
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26. Why do we need innovation?
• Growth
• Differentiation
• Competition
• Customer need
• Meaning
• Value creation
• Professional acquisition or retention
• Address complexity, ambiguity, uncertainty
• Social good
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27. Social Innovation
Finding ways to identify programs
and processes that can be replicated
and scaled to start to change the
lives of growing masses of people.
Shannon Schuyler, Managing Director, Corporate Responsibility, PwC
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28. Social Innovation
•Talk to the people who have the problem.
•Listen to what they have to say.
•Learn all you can about the context of
where they live
Paul Polak
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29. Social Innovation
•Social ventures
•Corporate social responsibility
•Sustainability/resilience
•Others?
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30. Social Innovation
Alternative business forms (U.S.)
•B-Corp: certified by the nonprofit B Lab to meet rigorous
standards of social and environmental performance, accountability,
and transparency
•L3C: low-profit limited liability company, facilitates investments in
socially beneficial, for-profit ventures
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31. What’s feasible?
What’s the need?
What’s our mission?
Viability
business:
sustainable?
Feasibility
technology:
possible?
Desirability
customer:
desired?
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32. Social Innovation
Design is a process for seeing unconnected things in
new relationships to each other, for visualizing a
desired end-state that can be shared, for getting from
A to B when you are not quite sure what B is.
At its best, design is the creative expression of ideas
that inspire new thinking and behavior, new ways of
participating. Design can provide the understanding
and insight, processes and models that will help solve
the pressing challenges of our time.
It is what social innovation needs if we are to make
lasting, repeatable progress.
Design for Social Innovation, SVA
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33. эмпатия, сочувствие, сопереживание
EMPATHY
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34. Empathy
… is the core of design thinking and
the key to a solution that lasts.
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35. What does it mean?
• Who is he?
• What is he thinking?
• What does he say?
• What does he feel?
• What does he need?
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36. How do we get there?
We start by observing
and asking questions.
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37. Our Tools
1. Observations (AEIOU)
2.Interviews
3.15 Meanings
4.Personas
5.Journey maps
• HCD Toolkit
• AIGA Ethnography Primer
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38. Our Tools
1. Observations (AEIOU)
2.Interviews
3.15 Meanings
4.Personas
5.Journey maps
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39. A.E.I.O.U
• Activities
• Environments
• Interactions
• Objects
• Users
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40. Research for Hong Kong
Art Shopping Mall
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41. Our Tools
1. Observations (AEIOU)
2.Interviews
3.15 Meanings
4.Personas
5.Journey maps
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42. User Interview: Tips & Tricks
• Always introduce yourself
• Point to things in the environments
• Ask them to list things
• Ask them to show you (How they do something?)
• Compare and contrast
• Repeat their words
• Ask to tell a story (When was the last time …?)
• Keep asking why (Why is it important to you?)
• Keep quiet and don’t interrupt
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43. Our Tools
1. Observations (AEIOU)
2.Interviews
3.15 Meanings
4.Personas
5.Journey maps
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44. The Hidden Needs
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45. People Seek
Meaningful Experiences
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46. 15 Meanings
1. Accomplishment
2. Beauty
3. Creation
4. Community
5. Duty
6. Enlightenment
7. Freedom
8. Harmony
9. Justice
10.Oneness
11. Redemption
12. Security
13. Truth
14.Validation
15. Wonder
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47. 15 Meanings:
How Brands Use Them
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48. What’s the promise?
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49. What’s the promise?
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50. What’s the promise?
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51. What’s the promise?
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52. What’s the promise?
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53. What’s the promise?
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54. What’s the promise?
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55. What’s the promise?
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56. Madina Alimova
What’s the promise?
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57. Our Tools
1. Observations (AEIOU)
2.Interviews
3.15 Meanings
4.Personas
5.Journey maps
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58. Personas
“Personas are not real people, but
they represent them throughout the
design process. They are hypothetical
archetypes of actual users. Although,
they are imaginary, they are defined
with significant rigor and precision.”
Alan Cooper “The Inmates are Running the Asylum”
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59. Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful and
important person. He wants to learn
English and work with international
organizations. He wants to get married
soon and start a family. He wants to
dress in fashionable clothes and look
good because it describes success.
Personas
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60. Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
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61. Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
Name: Bahtiyor
Age: 24
Occupation: Accountant
Description: He works very hard in a
small accounting company in Yunus
Abad. He lives in Chilanzar and takes
the metro to get to work. He plays
football in the evenings.
Needs: He wants to be successful
and important person. He wants to
learn English and work with
international organizations. He wants
to get married soon and start a
family. He wants to dress in
fashionable clothes and look good
because it describes success.
It May Get Very Confusing
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62. Let’s Make It Simpler
3 : 1 Rule
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63. Make It Simpler
Situation Needs Behaviors
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64. Make It Simpler
Situation
Visiting family
Late for work
Shopping
Needs
Economical
No stress
Convenience
Justice
Behaviors
Catch a taxi
Run
Call someone
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65. Make It Simpler
Situation
Visiting family
Late for work
Shopping
Needs
Economical
No stress
Convenience
Justice
Behaviors
Catch a taxi
Run
Call someone
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66. Our Tools
1. Observations (AEIOU)
2.Interviews
3.15 Meanings
4.Personas
5.Journey maps
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67. Journey Maps
Understanding what the user goes through
is key to uncovering opportunities.
Mapping the journey can help us.
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68. HighLow
START
TP 2
TP 3 ENDTP 4
TP 5
TP 6
TP 7
Journey Maps
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69. HighLow
Touchpoint = TP
Wake Up
Turn off the alarm clock
Have breakfast Get to the officeTake my bag
Missed the bus
Next bus crowded
Run to work
Journey Maps
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70. Gift Giving Experience
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71. Your mission: Redesign the gift-giving experience...for your partner.
Start by gaining empathy.
Switch roles & repeat Interview Switch roles & repeat Interview
Notes from your first interview Notes from your second interview
8min (2 sessions x 4 minutes each)
Interview1
d.
Dig deeper2
6min (2 sessions x 3 minutes each)
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72. needs a way to
because (or “but . . .” or “Surprisingly . . .”)
[circle one]
user’s need
insight
Reframe the problem.
Insights: new learnings about your partner’s feelings
and motivations. what’s something you see about your
partner’s experience that maybe s/he doesn’t see?*
partner’s name/description
3min3 4
3min
*use verbs
*make inferences from what you heard
d.
Capture findings Take a stand
with a point-of-view
Goals and Wishes: what is your partner
trying to achieve through gift-giving?
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73. Switch roles & repeat sharing.
Ideate: generate alternatives to test.
5min
10min (2 sessions x 5 minutes each)
Sketch at least 5 radical ways to meet your user’s needs.
Share your solutions & capture feedback.
5
6
Notes
d.
write your problem statement above
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74. Iterate based on feedback.
3minReflect & generate a new solution.7
Sketch your big idea, note details if necessary!
d.
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75. 8 9
d.
Build and test.
Build your solution. Share your solution and get feedback.
[not here]
Make something your partner can interact with!
+
?
-
!
What worked... What could be improved...
Questions... Ideas...
7min 8min (2 sessions x 4 minutes each)
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76. Reflections & Takeaways
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77. Juabar
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78. Social Ventures
MBA in Design Strategy, CCA
• multidisciplinary
• project-based
• team-based
• design thinking methods
• an immersive introduction into
social issues and ventures
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79. The challenge
• Partner: Appropriate Rural
Technology Institute (ARTI)
• Country: Tanzania
• Focus: Solar
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81. Key Insights
• Large population without access to
the grid
• use of kerosene is dangerous
• little knowledge or trust of solar
products
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83. ITERATE | 17 MAY, 2013 | GOITERATE.COM 83

84. ITERATE | 17 MAY, 2013 | GOITERATE.COM 84

85. http://juabar.com
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86. Embrace
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87. Design for Extreme Affordability
Stanford University
• multidisciplinary
• project-based
• team-based
• design thinking methods
• develop products and services that
serve the needs of the world's poor
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88. The challenge
• Partner: Medicine Mondial
• Country: Nepal
• Focus: Medical Device
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89. http://vimeo.com/22342241
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90. Point of View
A desperate parent in a remote village
needs to give their dying baby a chance
to survive
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91. http://www.embraceglobal.org
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92. Questions?
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93. Thank you!
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