This presentation discusses the differences between design thinking and lean startup methodologies. While the approaches have some differences, such as design thinking being more incremental and lean startup being focused on hardcore innovation, the presentation argues that they are complementary rather than in conflict. Using both methodologies together can create a powerful combination by allowing lean startup's rapid iteration to strengthen the value proposition developed through design thinking's focus on user needs. The presentation proposes a hybrid "design lean" methodology that combines the approaches.

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Design Thinking
Lean Startup
Earth, February 2018
By: Adela VILLANUEVA

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To know more or to connect:
This presentation came up from a discussion that
emerged in a ‘lean startup’ meet-up in San
Francisco 2 years ago. We had to choose a theme
for discussion and I proposed ‘Design Thinking’ VS
‘Lean Startup’. Rapidly my talk was the most voted
and the war began … the room split in 2 groups,
fighting to prove which methodology was the right
one...
After this , I decided to give a deeper study to the
matter ... Each methododology is great... Actually its
usage or mindset depends on different factors and
objectives. This presentation is the result of this
deeper study and some [personal] conclusions.
Hope it helps. Enjoy!adelavillanueva.com
Hi there! I am Adela
linkedin.com/in/adelavillanueva/
A_d_e_l_a

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First, Let’s start by defining the terms…

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Design Thinking and Lean Startup are
USER DRIVEN STRATEGIES** strategies that aim at creating innovative design or business concepts based on a user-centered approach.

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Design Thinking and Lean Startup are
USER DRIVEN STRATEGIES** strategies that aim at creating innovative design or business concepts based on a user-centered approach.
This is the main difference from
others methodologies-> the
emphasis in understanding what
people want or needs

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Lean StartupDesign Thinking
Innovate
We use them to

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However there are some differences….

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Lean StartupDesign Thinking
WE DON’T KNOW WHERE
WE ARE GOING
WE HAVE A DIRECTION
IN MIND
When we start…

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Lean StartupDesign Thinking
“HARDCORE” INNOVATION “INCREMENTAL” INNOVATION
So we can say it is used for:

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Lean StartupDesign Thinking
SPARK INNOVATION
FROM CONSUMER DISCOVERY
BUILD A PRODUCT
REITERATING
The main objective

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Lean StartupDesign Thinking
SOLVE A PROBLEM BUT DON’T START
WITH THE PROBLEM
CREATE A BUSINESS MODEL/
COMPANY BUILDING
The goal:

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Lean StartupDesign Thinking
HAVE ULTIMATE USER CLARITY TEST AND VALIDATE
Better used to:

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Lean StartupDesign Thinking
HUMANS
[WE EMPHASIZE]
USER OR CUSTOMER
[OF YOUR PRODUCT]
The user:

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Lean StartupDesign Thinking
DISCOVER IDEAS THAT CAN
SPEAK TO PEOPLE’S
MOTIVATIONS AND IMPULSES
FIND OUT WHAT THE
CUSTOMER WANTS BEFORE
FINALIZING
The ultimate objective

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Lean StartupDesign Thinking
IS A ‘LINEAR’ PROCESS
(With iteration)
IS A ‘CIRCULAR’ PROCESS
(with pivoting)
Source: d.school/ Stanford Source: Eric Ries
The process is different

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Lean StartupDesign Thinking
A CHALLENGE A BUSINESS IDEA OR PRODUCT
It starts with …

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Lean StartupDesign Thinking
PEOPLE FIRST PRODUCT FIRST
The focus

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Lean StartupDesign Thinking
“ I need to understand customer
needs and iterate prototypes until I
find a technology and product that
satisfies this need”
“I have a technology/ product,
now who do I sell it to?”
The motivation …

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Lean StartupDesign Thinking
INTUTITIVE ANALYTICAL
The approach

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Lean StartupDesign Thinking
QUALITATIVE METRIC
The testing

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Lean StartupDesign Thinking
REQUIRES PLANNING REQUIRES URGENCY
With a different pace

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Lean StartupDesign Thinking
GETTING IT RIGHT
BEFORE WE MAKE BIG BETS
FOR SPEED AND “GOOD ENOUGH”
DECISION MAKING WITH LIMITED
TIME AND RESOURCES
Optimized for…

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Lean StartupDesign Thinking
BY RAPID PROTOTYPING BY RAPID ITERATION
Reducing risk…

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Lean StartupDesign Thinking
PROCESS CAN TAKE
TOO LONG
RESULTS CAN BE SUPERFICIAL
PAIN POINTS
But with potential pain points

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Lean StartupDesign Thinking
Not to discover value for real
customer needs
Create a product/ service that no
one would use
A fail would be

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Lean StartupDesign Thinking
LARGE CORPORATIONS SMALL ORGANIZATIONS/
STARTUPS
Usually used by

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They look quite distant…
but

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I would say…
not really.

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Actually it is not about which process is right.

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It is about whether you are satisfied with the speed,
quality and size of innovations being produced.

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Actually, they are more
complementary than conflicting

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They can do a nice job,
covering each others’ blind spots ;)

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Lean startup needs Design thinking to develop a suitable learning
environment to understand the real problem/ need of the customer,
strengthening the VALUE Proposition [ which we often forget]
Design Thinking needs Lean startup to be able to get into the real
‘execution phase’

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If we bring both methodologies together, it increases the
chances that new offers we design will succeed in market.

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Together, they can be a powerful combination.

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WELCOME TO :
DESIGN LEAN!
( yep I made it myself)

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Of course there are
others who have
brought together
these two
methodologies
by Nordstrom Innovation Lab

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But my combo would be…

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• Add trends/ industry foresight to the mix
• First start with design thinking. Once we have the prototype, use Lean startup to
establish a market fit and a right product approach
• Reiterate the offering but in a way that we don’t loose sight of the motivation & need
we are designing for ( it might not be related to UX)
• Focus on rapid experimentation with empathy
In a nutshell, it would look like this…

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Once you have
tested the prototype
with costumers,
include the Lean
process staring
measuring the
results of the test
combined with
phase 5
1
Add trends/ industry
foresight to the mix. To
get an understanding
of the market, which is
going to affect
‘human’ motivations
Trends,
Foresight
2
Then, start here 3
Follow the process ------------------------------à
4
Cross with market understanding and
human motivations (related to
costumer journey and user
experience)
6
7
IDEA PRODUCT
8
Ideate, and start again the
process until the loop is
closed ( which never is ;) )5
Re- define pain points &
needs from customer
journey

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Thank you for reading!
Let me know your thoughts!-> http://www.adelavillanueva.com/contact