Design Thinking.

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EST 200, Design Thinking - The Holy Grail of
Innovation

• MEC

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Contents

• Introduction.
• Design Thinking Principles.
• The Wicked Problem.
• Ten Commandments.
• Design Thinking Process.
• Design Thinking Framework.
• Applications.
• Conclusion.

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• Some people think design means
• how it looks. But of course, if you
• dig deeper, it's really how it works."
• Steve
  Jobs, Apple.

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The future has many names. For the weak it is
the unattainable. For the fearful it is the
unknown. For the brave it is the chance.
Victor Hugo.
Ever thought of a Lemon Juicer?
Philippe Starcks Juicy salif lemon squeezer.
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Design Thinking

• Prof. John E. Arnold, Department of Mechanical
  Engineering, Stanford University - one of the
  first people to write about design thinking.
• Prof. Arnold wrote the book Creative
  Engineering in 1959.
• L. Bruce Archers book "Systematic Method for
  Designers" (1965).
• Herbert A. Simons book The Sciences of the
  Artificial (1969).

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Design Thinking

• Robert McKims Experiences in Visual Thinking
  (1973) and Rolfe Fastes work at Stanford
  University.
• Nigel Cross article Designerly Ways of Knowing
  (1982).
• Bryan Lawson's book How Designers Think (1980)
  and Peter Rowe's book Design Thinking (1987).
• David M. Kelley founded the design consultancy
  IDEO in 1991.
• Richard Buchanan's article Wicked Problems in
  Design Thinking (1992).

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Design Thinking

• An ideology and a process that seeks to solve
  complex problems in a user-centric way.
• Focuses on achieving practical results and
  solutions that are technically feasible,
  economically viable and meets the real human
  need, as desired by the user.
• Helps to solve highly complex, wicked problems,
  that refuse to be solved using standard methods
  and approaches.

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Design Thinking

• A set of cognitive, strategic and practical
  processes to develop design concepts (proposals
  for products, buildings, machines,
  communications, etc.).
• An actionable approach which can be used to
  tackle the worlds wickedest of problems.
• Fosters user-centricity, creativity, innovation,
  and out-of-the-box thinking.
• Uniqueness lies in the kinds of problems it
  addresses.

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Whats a Wicked Problem?

• Design Thinking useful for solving wicked
  problems.
• The term wicked problem coined by the design
  theorist Horst Rittel in 1970s.
• Highly ambiguous and tricky in nature.
• Many unknown factors, no definitive solution.
• Solving one aspect reveals further challenges.

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Whats a Wicked Problem?

• No stopping point, the nature of the problem
  changes over time, so must the solution.
• Solving wicked problems is an ongoing process.
• Examples from our society today include things
  like poverty, hunger and climate change.

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Design Thinking

• A comprehensive customer-oriented innovation
  approach.
• Aims to generate and develop creative business
  ideas or entire business models.
• Attempts to project designers' approaches and
  methods onto business processes.
• Approach applicable to products and services.

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Design Thinking

• An integrative approach - process of problem
  solving considered together with its framework
  conditions.
• Four Ps of Design Thinking people, process,
  place and partnerships.
• Focus on early customer orientation starts with
  people.
• Making ideas tangible at an early stage
  building simple meaningful prototypes.
• Empathy stepping into the stakeholder shoes.

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Design Thinking

• Iterative approach fail fast to succeed sooner!
• Multidisciplinary - diversity of participants
  from various streams.
• Need for team work.
• Combines analytical phases (collecting,
  organizing, evaluating information) and synthetic
  phases (developing, testing, improving
  solutions).
• Divergent, convergent phases alternate.

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Principles of Design Thinking

• User-centricity and empathy
• - finding solutions that respond to human
• needs and user feedback.
• - People, not technology, are the drivers
• of innovation.
• - empathy for the target stakeholders.

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Principles of Design Thinking

• Collaboration
• - pool a diverse variety of perspectives
• and ideas.
• - encourages collaboration between
• heterogeneous, multidisciplinary teams.
• - combines efforts of several teams.

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Principles of Design Thinking

• Ideation
• - solution-based framework.
• - focus is on coming up with ideas and
• potential solutions.
• - judgment-free zone, participants
• encouraged to focus on the quantity of
• ideas, quality not now.

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Principles of Design Thinking

• Experimentation and iteration
• - not just about coming up with ideas.
• - turning them into prototypes, testing
• them and making changes based on
• user feedback.
• - iterative approach - repeat certain steps
• in the process as one uncover flaws and
• shortcomings.

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Principles of Design Thinking

• Bias towards action
• - hands-on approach to problem-solving.
• - favors action over discussion.
• - turn solutions into tangible prototypes
• and test them in real world contexts.

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Ten Commandments of Design Thinking
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Design Thinking Process

• Six process steps with iteration loops.
• Problem space (problem and its causes) and
  solution space (what are the solutions, how these
  can be implemented).
• Timeboxing - to define concrete time budgets for
  the individual phases.

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Double-Diamond Model
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Phase 1 - Understand (Understanding the Problem)

• Develop an understanding for the challenge/the
  problem/the need or the requirement.
• Clarify who has to be integrated into the
  process.
• Identify the technical perspective (process
  organisation) necessary.
• Clarify how the question can best be formulated.
• Customer need/problem to be defined in concrete
  terms.

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Phase 2 - Observe

• Detailed research on-site observations carried
  out on the customer's need/ problem.
• Use of interviews, written surveys, observations
  with recordings through photos or even videos.
• Results clarify the general conditions.
• Results point to the exact definition of the
  target group and a comprehensive understanding of
  the customer and his needs and behaviour.

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Phase 3 - Point-of-View (Define the Problem)

• Findings to be condensed to a single prototypical
  user.
• User problem/need to be summarized in a clearly
  defined question.

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Phase 4 Ideate (Finding and Selecting Ideas)

• Brainstorming and use of creativity techniques.
• Ideas analysed in a customer-oriented manner.
• Identifying weak points, selection decision made
  on the basis of an idea evaluation.

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Phase 5 Prototype (Develop the Prototype)

• Ideas visualized quickly, made tangible,
  sketched, designed, modelled/simulated, etc.
• Rapid Prototyping prototype development applies
  not only to products, but also to services.
• Other methods of prototyping may be used.

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Phase 6 - Test

• Ideas further developed, tested through further
  experiments and customer feedback.
• Production and market issues to be clarified.
• Actual implementation phase with the development
  of the idea to a marketable product/service
  follow afterwards.

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Design Thinking

• Carried out as a project that involves
  representatives from all departments (internal
  staff) as well as external participants from
  different disciplines.
• Goals for the Design Thinking project to be
  defined derived from the company/ innovation
  strategy.
• Expectations of all participants to be clarified.
• Critically review whether the method is at all
  suitable for the goals.

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Design Thinking Framework

• Three distinct phases - immersion, ideation, and
  implementation.
• Further split into five actionable steps
• Empathize.
• Define.
• Ideate.
• Prototype.
• Test.
• Iterative, not a strictly linear process.
• Answers the whats, whys and hows.

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Design Thinking Framework
Flexible and Fluid Youll never be moving in a
straight line..
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Empathize

• What? - engage with and observe the target
  audience.
• Why? - to paint a clear picture of who your end
  users are, what challenges they face, and what
  needs and expectations must be met.
• How? - conduct surveys, interviews and
  observation sessions, build empathy.

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Define

• What? - define a clear problem statement.
• Why? - Problem statement sets out specific
  challenge, guides entire design process, gives a
  fixed goal to focus on and helps to keep the user
  in mind at all times.
• How? - Focus on users needs than business,
  problem statement to be human-centered, broad
  enough for creativity, and specific to provide
  guidance and direction.

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Ideate

• What? - come up with ideas and potential
  solutions.
• Why? - think outside the box, explore new angles,
  focus on quantity of ideas than quality, free
  your mind and stumble upon innovation!
• How? - use of a range of different ideation
  techniques - bodystorming, reverse thinking, and
  even worst possible ideas.

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When Ideas go Wild !!!

• Feel Crazy ????
• Think of
• - A portable voice operated device that
• projects cable television programmes
• onto free space....
• - A robot that climbs a mango tree and
• plucks ripe mangoes without damage.
• - A device that removes the skin and
• slices the edible part of a pineapple.
• Theres more room for imagination..

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Wild Ideas are Welcome !

Think Later !!!!
How can a robot pluck ripe mangoes?
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Divergent Thinking

• Alternation of divergent and convergent thinking
  typical of ideation and design thinking process.
• A diverse group of people involved in the process
  of divergent thinking.
• Divergent thinking begins with a structured
  brainstorming process of "thinking outside the
  box."

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Convergent Thinking

• Aims at zooming and focusing on the different
  proposals to select the best choice.
• Permits continuation of design thinking process
  to achieve final goals.
• The team goes through a process of pattern
  finding and synthesis.
• Translates ideas into insights that can lead to
  solutions or opportunities for change.

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Double Diamond
Divergence
Convergence
Divergence
Convergence
Confirms problem definition
Creates Solution
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Prototype

• What? - turn ideas into prototypes/scaled-down
  versions of the product/concept you want to test.
• Why? - prototyping gives you something tangible
  that can be tested on real users, maintain a
  user-centric approach.
• How? - prototypes in various forms - from basic
  paper models to interactive digital prototypes,
  have a clear goal in mind, know what you want
  your prototype to represent and test.

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Test

• What? - test the prototypes on real/
  representative users.
• Why? - testing phase helps see where the
  prototype works well, where to improve, user
  feedback to help modify improve before spending
  time money to develop and/or implement the
  solution.
• How? - run user testing sessions, observe target
  user prototype interaction, gather verbal
  feedback, learn from the testing phase, make
  design changes, may come up with a completely new
  idea altogether!

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Applications of Design Thinking

• In business
• - new product development.
• - focus on aesthetics and functionality of
• products.
• - organisations realise the utility of
• embedding design as a productive asset
• throughout organisational policies and
• practices.

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Applications of Design Thinking

• In education
• - professional design education.
• - developing design thinking in students.
• - increasingly linked with technology
• studies.
• - gradually replacing and/or developing
• traditional art and craft.

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Applications of Design Thinking

• In computer science
• - user centered design and human
• centered design.
• - designing human-computer interfaces.
• - central to the recent conceptions of
• software development.

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So What is Design Thinking?

• Design Thinking is a comprehensive,
  user-oriented approach that systematically
  applies methods for observation, questioning and
  brainstorming as well as other moderation
  techniques in the individual phases in a process
  with numerous iteration loops.

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• If you have always done it that way, it is
  probably wrong.
• - Charles Kettering.
• Engineer and
  Businessman.

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Ready to Think?

See what everyone is seeing, but think
differently!
Buddha.