Masterclass on the combination of design thinking mindesets, service design considerations and business strategy demands. Christchurch, NZ.

1. Innovation through design?
Master Class for Product Mangers
Tait Radio Communications
Prepared by (Dr) Gavin Melles

2. Objectives
Understand how IDEO believes design is changing
Understand and engage with the mindsets and
practices of the D.School approach
Understand and engage with service design thinking
principles and practice
Understand Design for Business (innovation) and
consider successful examples, e.g. Proctor Gamble
Consider how design thinking principles and practices
can inform business strategy and innovation
Consider how this can apply to my work at Tait now
and in the future
How
Read & Listen
Discuss & Differ
(Inter)act
Relate &
Reflect
Materials
Readings
Video clips
Worksheets
Presentations

3. All in a day’s work
Mutual introductions?
What is design thinking
(Stanford/IDEO model)?
How could it apply to me and my
work at Tait?
How does Service Design (Thinking)
differ?
Breakout (Lunch – Viewing and
discussion)
Designing for Growth: four
questions and ten tools
How does this all fit together?
Looking forward: what next for me
and Tait
Design thinking workshops at HCI
Center RWTH Aachen 2012

4. Read Tim Brown (2008) Design Thinking. HBR Review
What are the three spaces of innovation?
What do you think?
Listen to Tim on You Tube
Tim Brown urges designers to think big
https://www.youtube.com/watch?v=UAinLaT42xY
What does think big mean?
How does this relate to my present or future?
Change by Design?
(Preparation)

5. Read Brian Leavy (2010). Design thinking – a new mental
model of value innovation. Strategy & Leadership
What are Roger Martin’s three key ideas
What does the Proctor & Gamble story show?
Listen to Roger Martin: The Design of Business
https://www.youtube.com/watch?v=DZqLAJIe7ok
How does the Knowledge Funnel work?
How is this relevant? How could this apply here?
How does it connect to Tim Brown’s proposals
The Design of Business?
(Preparation)

6. Seven mindsets
Five stages
An introduction
A reflection
Stanford D.School Design thinking
Mindsets and processes

7. Service Design Thinking?
Preparation
View the video-clip on the
website
What are the five principles?
How could this apply to my
work at Tait?
Remember: Service design
in emergency waiting room
http://www.youtube.com/w
atch?v=3e2urSZUorc
http://thisisservicedesignthinking.com/
Learn: What are touchpoints?
http://blogs.hbr.org/cs/2010/12/touchpoints_bring_the_customer.html

8. Choose a Service (Bus, Doctor, Train) you are familiar
with (concerned about?)
Identify the touchpoints
Consider where the problem interactions (and why)
occur
Let’s work with the Customer journey map to
redesign the experience and consider the pre and
post-service experience
How can this vision inform work at Tait
Service Design Thinking?
Preparation
http://thisisservicedesignthinking.com/
Service design in emergency waiting room
http://www.youtube.com/watch?v=3e2urSZUorc

9. http://25.media.tumblr.com/tumblr_m7oenk
wf9a1rp6vuho1_1280.jpg http://designthinkingmovie.com/

10. Designing for Growth?
(Preparation)
Skim the preview of chapters
1&2 Designing for Growth
How do you interpret the
meaning for the four questions?
Do any of the ten tools seem
familiar?
Take a new product (real or
imagined) and prepare design
criteria template endpoint of the
What is Stage)
Take the Quiz
http://designingforgrowthbook.c
om/quiz/
http://designingforgrowthbook.com/

11. Reflections
How does this all fit
together?
What do I need to
find out more about?
How could this apply
to my work at Tait?
What are the
challenges and
opportunities?