Im Rahmen des Karlsruher Entwicklertages habe ich zusammen mit Tobias Hildenbrand wieder mal und sehr gerne über Design Thinking gesprochen. Im Fokus stand dieses Mal dabei das Problemlösen von den "wirklich kniffligen" Problemem: Beispielsweise den Problemen, die durch rein analytisches Vorgehen nicht lösbar sind. Oder den Problemen, bei denen sich Randbedingungen kontinuierlich ändern oder gänzlich unklar sind. Den Problemen, bei denen die eigentliche Fragestellung zu Beginn vielleicht noch gar nicht klar definiert ist.

1. DESIGN
THINKING.
How
to
Find
Innova-ve
Solu-ons
for
Wicked
Problems?
Jochen
Gürtler,
Design
&
Co-­‐Crea-on
Center
(SAP
AG)
Dr.
Tobias
Hildenbrand,
Idea-­‐2-­‐Market
Design
&
Engineering
(SAP
AG)
6th
June
2013,
Entwicklertag
Karlsruhe,
Germany

2. © 2013 SAP AG. All rights reserved. 2PublicABOUT
JOCHEN
People.
Ideas.
Results.
Exper6se
Master
in
Computer
Science
15
year
professional
so6ware
development
in
different
roles
like
developer,
architect,
product
owner
and
manager
Cer?fied
Gestalt
prac??oner
&
Business
Coach
Design
Thinking
Coach
&
Teacher
Interests
My
children,
my
family,
my
friends
Traveling
all
around
the
world
Jazz
and
playing
trumpet
Wri?ng
books
and
blogs
Cinema
and
movies
What
is
needed
for
change
and
growth?
© SAP 2013 | 2

3. © 2013 SAP AG. All rights reserved. 3PublicABOUT
TOBIAS
Combining
design
&
engineering.
© SAP 2013 | 3
§ English/Latin
§ Business
Administration
§ Marketing incl.
Market Research
§ „Design
Thinking“
§ Math/Physics
§ Computer
Science
§ Software
Engineering
§ Lean/Agile
Development

4. © 2013 SAP AG. All rights reserved. 4Public© SAP 2012 | 4
How
do
you
solve
problems
today?

5. © 2013 SAP AG. All rights reserved. 5Public© SAP 2012 | 5© SAP 2013 | 5 SOMETIMES
IT
IS
NOT
THAT
DIFFICULT
You
know
the
solu-on.

6. © 2013 SAP AG. All rights reserved. 6Public© SAP 2012 | 6© SAP 2013 | 6 SOMETIMES
IT
IS
A
SIMPLE
DECISION
Cash
or
credit?

7. © 2013 SAP AG. All rights reserved. 7Public© SAP 2012 | 7© SAP 2013 | 7 SOMETIMES
IT’S
SIMPLY
A
GUT
FEELING.

8. © 2013 SAP AG. All rights reserved. 8Public© SAP 2012 | 8© SAP 2013 | 8 SOMETIMES
THERE
ARE
JUST
TOO
MANY
OPTIONS.

9. © 2013 SAP AG. All rights reserved. 9Public© SAP 2012 | 9© SAP 2013 | 9 SOMETIMES
IT
IS
CHALLENGING
We
never
solved
this
problem
before.

10. © 2013 SAP AG. All rights reserved. 10Public© SAP 2012 | 10© SAP 2013 | 10 SOMETIMES
YOU
CAN
SPLIT
IT
INTO
SMALLER
ONES.

11. © 2013 SAP AG. All rights reserved. 11Public© SAP 2012 | 11© SAP 2013 | 11 SOMETIMES
THERE
IS
A
SIMPLE
RULE
TO
FOLLOW
…

12. © 2013 SAP AG. All rights reserved. 12Public© SAP 2012 | 12© SAP 2013 | 12 …
BUT
THIS
DOES
NOT
WORK
FOR
ALL
OUR
PROBLEMS?

13. © 2013 SAP AG. All rights reserved. 13Public© SAP 2012 | 13© SAP 2013 | 13 A
TYPICAL
STUDENT
“PROBLEM”
-­‐
THE
BEER
CASE
RUN.

14. © 2013 SAP AG. All rights reserved. 14Public© SAP 2012 | 14© SAP 2013 | 14 THE
RESULT
–
DESPITE
“THERE’S
NO
BEER
ON
HAWAII”

15. © 2013 SAP AG. All rights reserved. 15Public© SAP 2012 | 15
Wicked
problem
=
“a
problem
that
is
difficult
or
impossible
to
solve
because
of
incomplete,
contradictory,
and
changing
requirements
that
are
oen
difficult
to
recognize.”

16. © 2013 SAP AG. All rights reserved. 16Public© SAP 2012 | 16© SAP 2013 | 16 HOW
CAN
WE
SOLVE
THE
‘REAL’
PROBLEMS?

17. © 2013 SAP AG. All rights reserved. 17Public© SAP 2012 | 17
The
needed
thinking

18. © 2013 SAP AG. All rights reserved. 18Public© SAP 2012 | 18© SAP 2013 | 18 BE
CURIOUS
TO
LEARN
MORE.
“I
HAVE
NO
SPECIAL
TALENT.
I
AM
ONLY
PASSIONATELY
CURIOUS.”
-­‐
ALBERT
EINSTEIN

19. © 2013 SAP AG. All rights reserved. 19Public© SAP 2012 | 19© SAP 2013 | 19 DO
NOT
GIVE
UP
TOO
EARLY.
“OUR
GREATEST
WEAKNESS
LIES
IN
GIVING
UP.
THE
MOST
CERTAIN
WAY
TO
SUCCEED
IS
ALWAYS
TO
TRY
JUST
ONE
MORE
TIME.”
THOMAS
A.
EDISON

20. © 2013 SAP AG. All rights reserved. 20Public© SAP 2012 | 20© SAP 2013 | 20 RECOGNIZE
OPPORTUNITIES.
„GENIE
IST
IN
WAHRHEIT
KAUM
MEHR
ALS
DIE
FÄHIGKEIT,
AUF
UNGEWÖHNLICHE
WEISE
WAHRZUNEHMEN.“
-­‐
WILLIAM
JAMES

21. © 2013 SAP AG. All rights reserved. 21Public© SAP 2012 | 21© SAP 2013 | 21 A
LITTLE
BIT
COURAGE
IS
HELFUL.
„THE
ONES
WHO
ARE
CRAZY
ENOUGH
TO
THINK
THAT
THEY
CAN
CHANGE
THE
WORLD,
ARE
THE
ONES
WHO
DO.”
-­‐
STEVE
JOBS

22. © 2013 SAP AG. All rights reserved. 22Public© SAP 2012 | 22© SAP 2013 | 22 FOLLOW
A
PLAN.
“I
NEVER
DID
ANYTHING
BY
ACCIDENT,
NOR
DID
ANY
OF
MY
INVENTIONS
COME
BY
ACCIDENT.
THEY
CAME
BY
WORK.”
THOMAS
A.
EDISON

23. © 2013 SAP AG. All rights reserved. 23Public© SAP 2012 | 23
A
proven
approach
for
solving
(wicked)
problems

24. © 2013 SAP AG. All rights reserved. 24Public© SAP 2012 | 24© SAP 2013 | 24 WHAT
THE
HELL
IS
DESIGN
THINKING?
FINDING
INNOVATIVE
SOLUTIONS
FOR
WICKED
PROBLEMS
BY
COMBINING
A
DIVERSE
TEAM
WITH
A
CREATIVE
SPACE
AND
AN
ITERATIVE
APPROACH.

25. © 2013 SAP AG. All rights reserved. 25Public© SAP 2012 | 25 SPACE = CULTURE OF TRUST & CREATIVEMENTINTERDISCIPLINARY
TEAMS
OF
T-­‐SHAPED
PEOPLE.
© SAP 2013 | 25

26. © 2013 SAP AG. All rights reserved. 26Public© SAP 2012 | 26© SAP 2013 | 26 FLEXIBLE
ROOM
FOR
THE
TEAM.

27. © 2013 SAP AG. All rights reserved. 27Public© SAP 2012 | 27© SAP 2013 | 27 SPACE
TO
EXPLORE
THE
PROBLEM
&
ITERATE
THE
SOLUTION.

28. © 2013 SAP AG. All rights reserved. 28Public© SAP 2012 | 28© SAP 2013 | 28 CREATIVE
CULTURE
Where
failing
is
actually
also
a
good
thing.

29. © 2013 SAP AG. All rights reserved. 29Public© SAP 2012 | 29© SAP 2013 | 29 THE
BASIC
STEPS
Itera-vely
explore
problem
and
solu-on
space.

30. © 2013 SAP AG. All rights reserved. 30Public© SAP 2012 | 30© SAP 2013 | 30 FIRST
UNDERSTAND
THE
PROBLEM
…

31. © 2013 SAP AG. All rights reserved. 31Public© SAP 2012 | 31© SAP 2013 | 31 …
BEFORE
YOU
START
SOLVING
IT.

32. © 2013 SAP AG. All rights reserved. 32Public© SAP 2012 | 32© SAP 2013 | 32 UNDERSTAND
What
is
the
problem,
we
would
like
to
solve?

33. © 2013 SAP AG. All rights reserved. 33Public© SAP 2012 | 33© SAP 2013 | 33 OBSERVE
How
do
your
poten-al
customers
experience
the
problem
today?

34. © 2013 SAP AG. All rights reserved. 34Public
Address the right question …and create the right solution
TRY
AND
DO.
ASK
AND
LISTEN.
OBSERVE.
© SAP 2013 | 34 DIFFERENT
WAYS
TO
GET
EMPHATY
FOR
YOUR
USER.

35. © 2013 SAP AG. All rights reserved. 35Public© SAP 2012 | 35© SAP 2013 | 35 DEFINE
POINT-­‐OF-­‐VIEW
User
+
Need
+
Insight.

36. © 2013 SAP AG. All rights reserved. 36Public© SAP 2012 | 36© SAP 2013 | 36 IDEATION
Start
with
a
lot
of
ideas
to
find
good
ones.

37. © 2013 SAP AG. All rights reserved. 37Public© SAP 2012 | 37© SAP 2013 | 37 IDEATION
How
to
find
solu-ons
beyond
the
obvious?

38. © 2013 SAP AG. All rights reserved. 38Public© SAP 2012 | 38© SAP 2013 | 38 IDEATION
Apply
different
proven
crea-vity
techniques.

39. © 2013 SAP AG. All rights reserved. 39Public© SAP 2012 | 39© SAP 2013 | 39 PROTOTYPING
Make
ideas
tangible
to
elaborate
and
get
feedback.

40. © 2013 SAP AG. All rights reserved. 40Public© SAP 2012 | 40© SAP 2013 | 40 TESTING
Turn
hypotheses
into
facts
and
be
ready
to
fail.

41. © 2013 SAP AG. All rights reserved. 41Public© SAP 2012 | 41© SAP 2013 | 41 IMPLEMENTATION
Yes,
in
the
end
we
s-ll
develop
socware.

42. © 2013 SAP AG. All rights reserved. 42Public© SAP 2012 | 42© SAP 2013 | 42
“DESIGN
IS
NOT
JUST
WHAT
IT
LOOKS
AND
FEELS
LIKE.
DESIGN
IS
HOW
IT
WORKS.”
-­‐
STEVE
JOBS
SUMMARY
Why
Design
Thinking?

43. THANK
YOU.
Contact:
Jochen
Gürtler
Dr.
Tobias
Hildenbrand
Design
and
Co-­‐Innova?on
Center
Idea-­‐2-­‐Market
Design
&
Engineering
jochen.guertler@sap.com
tobias.hildenbrand@sap.com