Design Thinking - Business Value

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Dr. CJ Meadows

How much value does Design Thinking create? Maybe I should consider...

Business

xx
12 million new customers
saving
USD 3.1 billion
how did Bank of America do it?
innovationi2i.com | spjain.org

how did Unilever
Uberize toilets?
photos from IDEO.org, Field Guide to Human-Centered Design, 2015
innovationi2i.com | spjain.org

xx
who created the
#1 app on the AppStore
(for kids 0-5)
and how?
innovationi2i.com | spjain.org

6-hour service in 10 mins
900 visitors / day
(Singapore MOM)
photo from IDEO.com | innovationi2i.com | spjain.org

xx
Apple dominated
the music player
market
with “inferior”
technology
how?
innovationi2i.com | spjain.org

$130/month school
3X math, 2X communication
scores vs. national average
20,000 students, 1,200 teachers, 29 schools
Innova Schools
photos from IDEO.org, Field Guide to Human-Centered Design, 2015
innovationi2i.com | spjain.org

xx
how did P&G
stop losing test markets
& create
a multi-million seller?
innovationi2i.com | spjain.org

terrified kids now happy
80% sedation now 10%
 cost  risk
photos from David Kelley, How to Build Your Creative Confidence, TED.com 2012
innovationi2i.com | spjain.org

who created the first
commercially-viable mouse?
… and the first ergonomic mouse?
innovationi2i.com | spjain.org

xx
innovationi2i.com | spjain.orgdesign thinking | business value
design-centric
companies
outperform
the S&P

xx
“…over a three-year period,
companies that directly captured customer insights
had 3Xgrowth in operating income
and 2Xreturn on assets
of industry peers
that captured customer insights indirectly,
as well as
60%  total shareholder returns.”
Barry Jaruzelski, Volker Staack, & Brad Goehle, “Proven Paths to Innovation Success: Ten Years of Research Reveal the Best R&D Strategies for the Decade Ahead,” Strategy + Business Magazine,
Winter 2014 (issue 77), p. 8, strategy& (formerly Booz & Co., part of PWC). (emphasis, 3X, 2X, %, & arrow added)
innovationi2i.com | spjain.orgdesign thinking | business value

xx
Barry Jaruzelski, Volker Staack, & Brad Goehle, “Proven Paths to Innovation Success: Ten Years of Research Reveal the Best R&D Strategies for the Decade Ahead,” Strategy + Business
Magazine, Winter 2014 (issue 77), p. 10, strategy& (formerly Booz & Co., part of PWC) (emphasis added)
percentage of companies that
financially outperform their competitors:
57.4%
need
seekers
(e.g. Apple,
P&G,
25% of G1K)
44.9%
market
readers
(e.g. Samsung,
Caterpillar,
40% of G1K)
39.9%
technology
drivers
(e.g. Bosch,
Siemens,
35% of G1K)
Avg.
46.2%
innovationi2i.com | spjain.orgdesign thinking | business value

xx
desirability
almost 60%
viability
almost 45%
feasibility
almost 40%
so yes,
it's a good idea
to start here
innovationi2i.com | spjain.orgdesign thinking | business value

we certify people in
IDEO’s methodology
via simulation game
& do consulting projects
photos from ExperiencePoint
innovationi2i.com | spjain.org

xx
how might we
solve
wicked problems?
(where we don’t know the solution
AND
we don’t know the problem!)
innovationi2i.com | spjain.org

xxxx
when you start
with “brainstorming”
YOU
MISS
most innovation
opportunities!
start here?
innovationi2i.com | spjain.org

what are
desire paths?
innovationi2i.com | spjain.org

xx
what can the designer of
this chair
teach us about
innovation?
(product: one of the
world’s most iconic buildings)
innovationi2i.com | spjain.org

how might we NOT
put lipstick on a pig?
innovationi2i.com | spjain.orgdesign thinking | business value

2
find
out
>
innovationi2i.com | spjain.orgdesign thinking | business value

www.innovationi2i.com
part of www.spjain.org
DESIGNTHINKING
BUSINESS VALUE

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Design Thinking - Business Value

1. DESIGNTHINKING BUSINESSVALUE innovationi2i.com | spjain.org

2. xx 12 million new customers saving USD 3.1 billion how did Bank of America do it? innovationi2i.com | spjain.org

3. how did Unilever Uberize toilets? photos from IDEO.org, Field Guide to Human-Centered Design, 2015 innovationi2i.com | spjain.org

4. xx who created the #1 app on the AppStore (for kids 0-5) and how? innovationi2i.com | spjain.org

6. 6-hour service in 10 mins 900 visitors / day (Singapore MOM) photo from IDEO.com | innovationi2i.com | spjain.org

7. xx Apple dominated the music player market with “inferior” technology how? innovationi2i.com | spjain.org

8. $130/month school 3X math, 2X communication scores vs. national average 20,000 students, 1,200 teachers, 29 schools Innova Schools photos from IDEO.org, Field Guide to Human-Centered Design, 2015 innovationi2i.com | spjain.org

9. xx how did P&G stop losing test markets & create a multi-million seller? innovationi2i.com | spjain.org

10. terrified kids now happy 80% sedation now 10%  cost  risk photos from David Kelley, How to Build Your Creative Confidence, TED.com 2012 innovationi2i.com | spjain.org

11. who created the first commercially-viable mouse? … and the first ergonomic mouse? innovationi2i.com | spjain.org

12. xx innovationi2i.com | spjain.orgdesign thinking | business value design-centric companies outperform the S&P

13. xx “…over a three-year period, companies that directly captured customer insights had 3Xgrowth in operating income and 2Xreturn on assets of industry peers that captured customer insights indirectly, as well as 60%  total shareholder returns.” Barry Jaruzelski, Volker Staack, & Brad Goehle, “Proven Paths to Innovation Success: Ten Years of Research Reveal the Best R&D Strategies for the Decade Ahead,” Strategy + Business Magazine, Winter 2014 (issue 77), p. 8, strategy& (formerly Booz & Co., part of PWC). (emphasis, 3X, 2X, %, & arrow added) innovationi2i.com | spjain.orgdesign thinking | business value

14. xx Barry Jaruzelski, Volker Staack, & Brad Goehle, “Proven Paths to Innovation Success: Ten Years of Research Reveal the Best R&D Strategies for the Decade Ahead,” Strategy + Business Magazine, Winter 2014 (issue 77), p. 10, strategy& (formerly Booz & Co., part of PWC) (emphasis added) percentage of companies that financially outperform their competitors: 57.4% need seekers (e.g. Apple, P&G, 25% of G1K) 44.9% market readers (e.g. Samsung, Caterpillar, 40% of G1K) 39.9% technology drivers (e.g. Bosch, Siemens, 35% of G1K) Avg. 46.2% innovationi2i.com | spjain.orgdesign thinking | business value

15. xx desirability almost 60% viability almost 45% feasibility almost 40% so yes, it's a good idea to start here innovationi2i.com | spjain.orgdesign thinking | business value

16. we certify people in IDEO’s methodology via simulation game & do consulting projects photos from ExperiencePoint innovationi2i.com | spjain.org

17. xx how might we solve wicked problems? (where we don’t know the solution AND we don’t know the problem!) innovationi2i.com | spjain.org

18. xxxx when you start with “brainstorming” YOU MISS most innovation opportunities! start here? innovationi2i.com | spjain.org

19. what are desire paths? innovationi2i.com | spjain.org

20. xx what can the designer of this chair teach us about innovation? (product: one of the world’s most iconic buildings) innovationi2i.com | spjain.org

21. how might we NOT put lipstick on a pig? innovationi2i.com | spjain.orgdesign thinking | business value

22. 2 find out > innovationi2i.com | spjain.orgdesign thinking | business value

23. www.innovationi2i.com part of www.spjain.org DESIGNTHINKING BUSINESS VALUE

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