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DESIGN THINKING 
A driver for innovation 
UNSW COFA: integrated design 
@viviensung
the changing landscape 
In the last number of years, we have experienced enormous cultural, technological and economic shi...
At a time when the pace of change and market 
disruption is increasing, the ability to reframe problems, 
uncover new oppo...
DESIGN = problem solving tool 
By shifting the conversation and context of design from products and communication to syste...
DESIGN = solving complex problems 
Traditional 
Design 
Images from Humantific. The Other Design Thinking. 
Service & 
Exp...
people 
(desirability) 
Business 
(viability) 
* 
TECHNICAL 
feasibility 
design thinking 
degins Bueinsss 
Around the wor...
5 new design careers for the 20th century 
The Business 
Designer 
5 New Design Careers for the 21st Century. Tim Brown. J...
Prototype 
Designer 
Conversation 
Designer 
Strategic 
Designer 
Visual 
Designer 
Service 
Designer 
Knowledge 
Designer...
DESIGN THINKING 
A problem-solving toolkit to approach 
problems of all scales and complexity 
A strategic way to innovate...
DESIGN thinking IS 
HUMAN-CENTRED 
The ultimate experts about any 
challenge you are addressing are the 
people you are de...
colLaborative 
Human-centred design benefits from 
multiple perspectives and different skill 
sets. A few minds are better...
converge 
converge 
diverge 
diverge 
DISCOVEr define develop deliver 
Ideation, 
generating 
multiple ideas 
and solution...
SYDNEY 
SUSTAINABILITY 
JAM 
SYD 
SUS 
SYD 
SUS 
SYD 
SUS 
sustainability = environmental + social + economic
JAMHOST INSPIRER MENTOR 
I 
TO JAM 
SYD 
SUS
love compost 
How might we inspire and educate people to understand food 
so they waste less and reduce impact on the envi...
opportunity post 
Opportunity Post is an invitation to connect, acknowledge 
& respect that the street is home to some peo...
How might we create positive 
connections for homeless to 
share skills and stories? 
How might we connect, 
acknowledge &...
DISCOVEr define develop deliver 
Empathetic 
research to 
understand the 
problem and 
users.
empathetic research 
Test assumptions 
uncover unmet needs 
pain points 
Take a beginners mindset, and ask 
‘Why?’ 
Ask op...
OBSERVATION
interviews 
It’s weird to think all these inner city 
areas were creative or working class 
or immigrants 30, 40 years ago...
immersion 
Image: Souplab
shadowing 
Image: http://boltgroup.com/product-innovation/research
cultural probes 
Image: Healthy Food Cultural Probe (Design for America RISD|Brown) by Benjamin Chan
DISCOVEr define develop deliver 
Synthesis to 
extract key 
insights. Develop 
opportunity 
questions.
Storytelling 
Say & do, Think & feel 
http://youtu.be/Z2D54ukpLoU
finding themes
mapping / creating frameworks 
http://www.hcdconnect.org/methods/create-frameworks
framing opportunities
William is a 29 yr old musician who loves his inner 
city community. His girlfriend Ana and he don’t want 
to have to move...
DISCOVEr define develop deliver 
Ideation, 
generating 
multiple ideas 
and solutions.
ideating
DISCOVEr define develop deliver 
Taking the best 
ideas to refine, 
iterate. Develop 
models, and 
evaluate.
prototyping 
‘The Secret to Innovation: 
Think Like a Kid’ 
Tim Brown, IDEO 
http://linkd.in/1brRH2s
TESTING
How might we transform Sydney Chinatown Markets to a place you can 
experience the vibrancy and dynamism of Asian culture ...
where cultures meet
SYDNEY 
CHINATOWN 
MARKETS 
fish = abundance 
SYDNEY 
CHINATOWN 
MARKETS
China Australia Millennial Project (CaMP) 
200 YOUNG INNOVATORS / 2 COUNTRIES / 1 CITY 
australiachina.org
CAMP INNOVATION LAB 
A model of what what we’d like to see in the future. 
Collaboration cross-sector and cross-culture. E...
CO-DESIGN = Designing with not for 
traditialno model CO-DESGIN / PAIRTCIPAITON 
Building a trusted community from 
mulit-...
Creating the future 
visioning 2050 
1. economy & business 
2. sustainability 
3. politics 
4. education 
5. communication...
Trust 
Respect 
Communication/dialogue and open communication 
Understanding/mutual understanding 
Honesty 
Fun/laughter/h...
What are your hopes for 
the Australia China relationship 
in 2050?
A coming together in a way that creates 
mutual benefit – based on respect for each 
other and the strengths each can brin...
That we will be close partners 
tackling global environmental, 
health and social challenges.
That Mandarin is a commonly spoken 
language in Australia
By 2050, many of the current 
politicians of the world will be dead. 
So there is hope.
How might we 
make CAMP awesome? 
1 Partnerships 
2 Recruitment and talent scouting 
3 Hard event design - formal learning...
The designer who has problem-solving 
skills and can use design to approach 
problems of various complexities and scale 
w...
Problems are opportunities in disguise.
Design thinking. A driver for Innovation
Design thinking. A driver for Innovation
Design thinking. A driver for Innovation
Design thinking. A driver for Innovation
Design thinking. A driver for Innovation
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Design thinking. A driver for Innovation

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Design Thinking. A Driver for Innovation and an approach to tackle problems of all ranges of complexity and scale was presented at UNSW COFA (University of New South Wales) to Integrated Design students exploring a food social innovation challenge.

Published in: Design

Design thinking. A driver for Innovation

  1. 1. DESIGN THINKING A driver for innovation UNSW COFA: integrated design @viviensung
  2. 2. the changing landscape In the last number of years, we have experienced enormous cultural, technological and economic shifts. collaborative consumption participation economy purpose economy democracized tools crowd-sourced design commoditization self publishing tools global warmgin eht aisan century social media rise two-way conversations
  3. 3. At a time when the pace of change and market disruption is increasing, the ability to reframe problems, uncover new opportunities, and deliver creative solutions is a business imperative, not just a market differentiator. Michael Westcott, Design Management Institute http://bit.ly/1uHOhXD
  4. 4. DESIGN = problem solving tool By shifting the conversation and context of design from products and communication to systems, services, and strategic solutions, designers are making their presence felt far beyond the borders of corporate design departments by tackling “wicked problems” that governments and traditional bureaucracies have been unable to resolve. Michael Westcott, DMI (Design Management Institiute) Traditional Design Service & Experience Design Organisational Strategic Design Social Transformation Design Communications Products Built form Services Experiences Interactions Organisational Systems Culture Conversations Wicked Social Global Public Higher complexity 1.0 2.0 3.0 4.0 Tangible intangible You can’t solve a wicked problem but you can make it better. Jane Treadwell, former CEO Designgov References: Humantific, The Other Design Thinking
  5. 5. DESIGN = solving complex problems Traditional Design Images from Humantific. The Other Design Thinking. Service & Experience Design Organisational Strategic Design Social Transformation Design • Facilitation of stakeholders • Co-design • Observation & human-behaviour • Collaboration • Multi-disciplinary Design thinking provides an approach and process to solving complex problems. Design offers an approach to managing uncertainty by facilitating a safe space to think aloud and to fail. This space is key to innovation.
  6. 6. people (desirability) Business (viability) * TECHNICAL feasibility design thinking degins Bueinsss Around the world, it is increasingly recognised that creative industries, with their associated skills and capabilities, are a major driver of competitive advantage in global markets and supply chains. Roy Green and Lisa Colley, The Conversation http://bit.ly/Vw5qUR ‘Design skills and business skills are converging’ Roger Martin, Rotman School of Management, University of Toronto Above left - Creative Confidence. By Tom and David Kelly
  7. 7. 5 new design careers for the 20th century The Business Designer 5 New Design Careers for the 21st Century. Tim Brown. Jul 22, 20 14 The Social Innovator The Hybrid Design Researcher The Design Entrepreneur The Designer Coder Combining entrepreneurialism and design is the hot thing. Every start-up worth its salt has a designer on its founding team. Designers designing for the social sector. creating maximum positive impact and exciting new innovations to those most in need. Designers who can also code possess a powerful set of tools - to conceive new ideas and the ability to launch them quickly into market. Designers looking at innovation beyond end product to business model, channel strategy, marketing, supply chain etc. Designers knowing how to tap into technology/real-time data to reveal user behavior combined with qualitative research.
  8. 8. Prototype Designer Conversation Designer Strategic Designer Visual Designer Service Designer Knowledge Designer Chief Design Officer Innovation Advisor Customer Centred Designer Chief Data Strategist Experience Officer design roles in AUSTRALIA
  9. 9. DESIGN THINKING A problem-solving toolkit to approach problems of all scales and complexity A strategic way to innovate Image: http://www.myisco.com
  10. 10. DESIGN thinking IS HUMAN-CENTRED The ultimate experts about any challenge you are addressing are the people you are designing for.
  11. 11. colLaborative Human-centred design benefits from multiple perspectives and different skill sets. A few minds are better than one. ITERATIVE It’s about learning by doing, and about trying ideas out by prototyping, getting feedback and making it better. OPTIMISTIC Design is about tranforming difficult challenges into opportunities for design.
  12. 12. converge converge diverge diverge DISCOVEr define develop deliver Ideation, generating multiple ideas and solutions. Taking the best ideas to refine, iterate. Develop models, and evaluate. Synthesis to extract key insights. Develop opportunity questions. Empathetic research to understand the problem and users.
  13. 13. SYDNEY SUSTAINABILITY JAM SYD SUS SYD SUS SYD SUS sustainability = environmental + social + economic
  14. 14. JAMHOST INSPIRER MENTOR I TO JAM SYD SUS
  15. 15. love compost How might we inspire and educate people to understand food so they waste less and reduce impact on the environment? Love Compost is a composting program that gets communities to put their food waste back into the soil. https://www.youtube.com/watch?v=pU9GS3r9FXQ
  16. 16. opportunity post Opportunity Post is an invitation to connect, acknowledge & respect that the street is home to some people. https://www.youtube.com/watch?v=yZhC_wGirtU
  17. 17. How might we create positive connections for homeless to share skills and stories? How might we connect, acknowledge & respect that the street is home to some people?
  18. 18. DISCOVEr define develop deliver Empathetic research to understand the problem and users.
  19. 19. empathetic research Test assumptions uncover unmet needs pain points Take a beginners mindset, and ask ‘Why?’ Ask open questions to seek stories. Tell me about.... Seek extreme users and analagous situations. is it really a problem? understanding different stakeholders udenrstadn behaviours aspiraitons motivations
  20. 20. OBSERVATION
  21. 21. interviews It’s weird to think all these inner city areas were creative or working class or immigrants 30, 40 years ago and now it’s inaccessible. It’s just the way it is, you have to move further out. Daniel, 25 year old musician
  22. 22. immersion Image: Souplab
  23. 23. shadowing Image: http://boltgroup.com/product-innovation/research
  24. 24. cultural probes Image: Healthy Food Cultural Probe (Design for America RISD|Brown) by Benjamin Chan
  25. 25. DISCOVEr define develop deliver Synthesis to extract key insights. Develop opportunity questions.
  26. 26. Storytelling Say & do, Think & feel http://youtu.be/Z2D54ukpLoU
  27. 27. finding themes
  28. 28. mapping / creating frameworks http://www.hcdconnect.org/methods/create-frameworks
  29. 29. framing opportunities
  30. 30. William is a 29 yr old musician who loves his inner city community. His girlfriend Ana and he don’t want to have to move out to the suburbs to settle down. How might we enable lower income earning artists like William to continue to choose to live where they love as they transition through different life stages?
  31. 31. DISCOVEr define develop deliver Ideation, generating multiple ideas and solutions.
  32. 32. ideating
  33. 33. DISCOVEr define develop deliver Taking the best ideas to refine, iterate. Develop models, and evaluate.
  34. 34. prototyping ‘The Secret to Innovation: Think Like a Kid’ Tim Brown, IDEO http://linkd.in/1brRH2s
  35. 35. TESTING
  36. 36. How might we transform Sydney Chinatown Markets to a place you can experience the vibrancy and dynamism of Asian culture and all it has to offer? Insights Only night markets in the City of Sydney Light is one of the biggest opportunities at a night market to activate the space Other Asian cultures have moved to Chinatown and are an important factor to the vibrancy and relevance of Chinatown today Markets have the potential to offer more cultural value than just a place to sell stuff People crave authentic experiences Image right: Pamela See, Crossing Boundaries exhibition
  37. 37. where cultures meet
  38. 38. SYDNEY CHINATOWN MARKETS fish = abundance SYDNEY CHINATOWN MARKETS
  39. 39. China Australia Millennial Project (CaMP) 200 YOUNG INNOVATORS / 2 COUNTRIES / 1 CITY australiachina.org
  40. 40. CAMP INNOVATION LAB A model of what what we’d like to see in the future. Collaboration cross-sector and cross-culture. Equality and respect across gender and ethnicity. Connecting young innovators in Australia and China. Providing a platform for young leaders (18-35) from Australia and China to connect, solve problems, develop networks and do business. CAMP creates a blueprint for positive bilateral relations, helping Australia become an author, not a bystander, of the Asian Century.
  41. 41. CO-DESIGN = Designing with not for traditialno model CO-DESGIN / PAIRTCIPAITON Building a trusted community from mulit-sector to create with us. Our first co-design workshop, we invited creative and digital economy, government, social enterprise and corporate sectors.
  42. 42. Creating the future visioning 2050 1. economy & business 2. sustainability 3. politics 4. education 5. communication & innovation 6. people & culture
  43. 43. Trust Respect Communication/dialogue and open communication Understanding/mutual understanding Honesty Fun/laughter/humour Integrity Common ground/objectives/experiences Shared interest Shared values Sharing Flexiblity Shared optimism Shared goals/future Shared vision Transparency Mutual interest Mutual benefit Openness Perseverance Aligned beyond culture Storytelling Independence Freedom to adventure Reliable Authenticity Perfection Say no when it counts Generosity Genuine Mutuality Reciprocity Integration Listening Sharing friends Storytelling Gifting what makes a good relationship?
  44. 44. What are your hopes for the Australia China relationship in 2050?
  45. 45. A coming together in a way that creates mutual benefit – based on respect for each other and the strengths each can bring.
  46. 46. That we will be close partners tackling global environmental, health and social challenges.
  47. 47. That Mandarin is a commonly spoken language in Australia
  48. 48. By 2050, many of the current politicians of the world will be dead. So there is hope.
  49. 49. How might we make CAMP awesome? 1 Partnerships 2 Recruitment and talent scouting 3 Hard event design - formal learning 4 Soft event design - informal learning 5 Publicity and Reach 6 Community building
  50. 50. The designer who has problem-solving skills and can use design to approach problems of various complexities and scale will be a valuable asset.
  51. 51. Problems are opportunities in disguise.

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