4. DifferentiationbydesignDifferentiationbydesign
What is Design Thinking?
“A way to install customer-centricity and empathy to solve complex
problems and a methodology to foster exploration and experimentation”.
Mootee, 2012.
“The application of integrative thinking of the tasks of resolving the conflict
between reliability and validity, between exploitation and exploration, and
between analytical thinking and intuitive thinking. Both ways require a
balance of mastery and originality”. Martin, 2009.
““Design thinking is the way designers think: the mental processes that they
use to design objects, services or systems, as distinct from the end result of
elegant and useful products. Design thinking results from the nature of
design work: a project-based work flow around ‘wicked’ problems ”. Dunne &
Martin, 2006.
5. DifferentiationbydesignDifferentiationbydesign
What is Involved?
Empathy. The ability to
understand and share the feelings
of another.
Creativity. The use of imagination
or original ideas to create
something
Rationality. The quality or state
of being reasonable, based on
facts or reason
Key Tenets
11. DifferentiationbydesignDifferentiationbydesign
Why Use Design Thinking?
"When you have two coffee shops right next to each other,
and each sells the exact same coffee at the exact same
price, service design is what makes you walk into one and
not the other. 31 Volts Service Design, 2008
12. DifferentiationbydesignDifferentiationbydesign
Why use Design Thinking?
Innovation defines the
strategic fit and the
motivation to change
Technology, however
great, ends up a function /
feature shootout.
The business model is
largely the same.
Enabling technologies are
pivotal to bring the
innovation to life
TopDown
BottomUp
20. DifferentiationbydesignDifferentiationbydesign
EngageSuite
EngageSuite is a BAC Partner’s solution based on IBM’s
Customer Experience Suite.
The solution is a SaaS solution based on the IBM solution
designed to host multiple tenants or Clients. If a client
required sole occupancy, a single tenant solution can be
provided.
22. DifferentiationbydesignDifferentiationbydesign
Why EngageSuite?
Well-suited to cost-competitive situations. Purchase
a tenant subscription and not an entire solution
Focus solely on the application; infrastructure is a
managed service with defined service levels
Abstracted CRM connection engine for Websphere
portal and FEB
Design thinking is a process for innovation in so far as that exists.
- Empathy – Customer centric – understand experience from a customer perspective – formerly known as “Human Centred Design”
- Creativity – A process of innovation. Fostering an environment where creativity and lateral thinking is not stifled
- Rationality – Quantitative and Qualitative analysis forms a basis upon which to innovate
- Venn diagram shows design innovation at the centre.
- Requires ALL disciplines to intersect to be effective
- Tech vendors are used to the RED
- System Design focuses on the GREEN
- BLUE is for organisational folk
D4D methodology
Discover is analysis phase
Define is pure creativity to generate ideas we prioritise
Design takes ideas and refines them into work models
Deliver constructs prototypes of the model and identifies the implementation
Journey map showing emotion
Schools kill creativity
Industrial era design and approach
Agility
Flexibility
Innovation skills drummed out of us