Design Thinking Overview (Previously Entitled "Design Thinking for Non-Designers")

2. © Operational Excellence Consulting. All rights reserved. 2 Learning Objectives 1. Acquire knowledge on the key concepts and principles of Design Thinking 2. Understand the mindsets of a Design Thinker 3. Gain an overview of the Design Thinking process, methods and tools 4. Learn how to apply the Design Thinking approach to problem solving

3. © Operational Excellence Consulting. All rights reserved. 3 Contents Design Thinking Process, Methods & Tools Mindsets of a Design Thinker Key Concepts & Principles of Design Thinking NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg

4. © Operational Excellence Consulting. All rights reserved. 4 The Designer Paradox How the customer explained it How the project leader understood it How the analyst designed it How the programmer wrote it What the beta testers received How the business consultant described it How the project was documented What operations installed How the customer was billed How it was supported What marketing advertised What the customer really need

7. © Operational Excellence Consulting. All rights reserved. 7 “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Tim Brown British Industrial Designer & President of IDEO

8. © Operational Excellence Consulting. All rights reserved. 8 What is Design Thinking? § Design thinking takes a human-centered approach to problem solving § Helps us to get a deep understanding of customers’ unmet needs and wants § It encourages creative consideration of a wide array of innovative solutions § It is as much a mindset as a process

9. 9© Operational Excellence Consulting. All rights reserved. 9© Operational Excellence Consulting. All rights reserved. 9 Three Lenses of Human-Centered Design What can be financially viable? Desirability Viability Feasibility What is technically and organizationally feasible? What do people desire?

10. © Operational Excellence Consulting. All rights reserved. 10 Traditional vs. Design Thinking Flawless planning Enlightened trail & error Avoid failure Fail fast Rigorous analysis Rigorous testing Presentations Lightweight experiments Arm’s length customer research Deep customer immersion Traditional Thinking Design ThinkingVS Periodic Continuous Thinking Doing

11. © Operational Excellence Consulting. All rights reserved. 11 Design Thinking Combines Creative & Analytical Thinking Left Brain § Analytical § Rational § Objective § Present & Past § Facts § Order/pattern § Planned Right Brain § Creative § Holistic § Subjective § Present & Future § Feelings § Spatial § Spontaneous

12. © Operational Excellence Consulting. All rights reserved. 12 What Makes Design Thinking a Unique Way of Thinking? 1. Using both sides of the brain to solve problems 2. Switching at will between rational and intuitive approach 3. Iterating between analysis and creation 4. Deal with ill-defined problems 5. Target to improve user’s experience

13. © Operational Excellence Consulting. All rights reserved. 13 What Design Thinking IS NOT § Only for the “creative” people or product designers § A narrow equation to aesthetics and craft § Just a brainstorming session § A “one-day” process where problems can be solved in 24 hours § A process to replace analytical problem solving § A silver bullet for all types of problems

14. © Operational Excellence Consulting. All rights reserved. 14 Benefits of Design Thinking § Complements other problem solving techniques § Helps organizations to become more innovative § To solve human problems § To increase customer satisfaction § To gain competitive advantage

16. © Operational Excellence Consulting. All rights reserved. 16 Impact of Design Thinking According to the Design Management Institute’s Design Value Index, for example, design-driven companies have maintained a significant stock-market advantage, outperforming the S&P 500 by an extraordinary 219 percent over the past ten years.

17. 17© Operational Excellence Consulting. All rights reserved. 17© Operational Excellence Consulting. All rights reserved. 17 Industrial Applications of Design Thinking Launched the mobile payments app (alternative to the SB card). Store lines move 10-20% faster Retail stores designed around activities, not products. Most profitable retail store per square foot Changed product-based model to a cloud-based subscription model. Creative Cloud software revenue increased by 44% since 2013 Launched Tide PODS so customers don’t have to measure. Estimated earning of $131 million in 2012

18. © Operational Excellence Consulting. All rights reserved. 18 Areas Where Design Thinking Can Apply § Product design § Service and experience design § Business design § Leadership § Organizational change

19. © Operational Excellence Consulting. All rights reserved. 19 Understanding the Framework of Design Thinking § A design action plan is a series of action phases that execute the design thinking process § A mindset is a set of thinking traits or behaviors that runs the design thinking process consistently and effectively Empathize Define Ideate Prototype Test The Action Plan and Mindsets are required to run together!

20. © Operational Excellence Consulting. All rights reserved. 20 Desired Traits of a Design Thinker q Able to step into the shoes of your customers q Have empathy on users and stakeholders q Like to challenge the status quo rebelliously q Able to ask the right questions - even to your boss q Draw and sketch instead of typing an email q Like to collaborate in multi- disciplinary meetings instead of working in silo q Able to look at the big picture and think holistically q Generate many new ideas and not afraid to share q Find and reiterate alternatives to approach your desired goals q Willing to fail early and often

22. © Operational Excellence Consulting. All rights reserved. 22 The Design Thinking Process Consists of 5 Action Phases Learn about the audience for whom you are designing, by observation and interview. Who is my user? What matters to this person? Create a point of view that is based on user needs and insights. What are their needs? Brainstorm and come up with as many creative solutions as possible. Wild ideas encouraged! Build a representation of one or more of your ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft! Share your prototyped idea with your original user for feedback. What worked? What didn’t? Empathize Define Ideate Prototype Test

24. © Operational Excellence Consulting. All rights reserved. 24 Summary of the 5 Design Action Phases Phase Activities Tools to use Deliverables Empathize § User interview § Informal chats § Observation § Shadowing § Mystery shopping § Picture-taking § Immersion § Interview checklist § Observation checklist § Writing tools § Flipcharts and paper Camera § Personas § Empathy map § List of user feedback § Problems identified Define § Workshops § Shareholder meetings § Drawing and writing tools § Post-its § Flipchart / Whiteboard § User feedback (from Empathize) § Design brief (POV + HMW) § Stakeholder map § Context map § Customer journeys § Opportunity map Ideate § Ideation activities § Brainstorming § Workshops § Mindmaps § Sketching/drawing § Drawing and writing tools § Post-its § Flipchart / Whiteboard § Personas (from Empathize) § Design brief (from Define) § Brainstorming tools § Ideas / concepts § Sketches § Prioritization map § Affinity map § Idea evaluation

25. © Operational Excellence Consulting. All rights reserved. 25 Summary of the 5 Design Action Phases Phase Activities Tools to use Deliverables Prototype § Space prototyping § Physical prototyping § Paper construction § Wireframe building § Storyboards § Role-plays § Paper § Cardboard § Construction materials § Cutting and writing tools § Space § Props § Physical prototypes § Wireframes § Storyboards Test § User testing § Observation § Picture-taking § Evaluation § Discussion § Briefing checklist § Interview checklist § Observation checklist § Prototypes to test (from Prototype) § List of user feedback § Observation § Evaluation map § Proposed refinement

Design Thinking Overview (Previously Entitled "Design Thinking for Non-Designers")

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Design Thinking Overview (Previously Entitled "Design Thinking for Non-Designers")

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