An Introduction to Design Thinking.
Design Thinking Awareness Workshop
Frédéric Vanborre

© 2014 SAP AG. All rights reserved. 2© SAP 2012 | 2© SAP 2014 | 2
• Pas d’ordinateur
• Pas de telephone
• Etre à l’heure
• Pas de jugements négatifs sur les idées des autres participants
• Une personne à la fois prend la parole
• Pensez aux employés qui travaillent à coté: ne pas crier!

© 2014 SAP AG. All rights reserved. 3© SAP 2012 | 3© SAP 2014 | 3
WHAT IS INNOVATION?

© 2014 SAP AG. All rights reserved. 4© SAP 2012 | 4© SAP 2014 | 4
HOW TO ACHIEVE INNOVATION?
ViabilityFeasibility
Desirability
Sweet spot
(aka Innovation)
Social sciences, artists
Business know-how, etc.Technical skills
Approach from this dimension

© 2014 SAP AG. All rights reserved. 5© SAP 2012 | 5
CHALLENGE:
RE-DESIGN THE WALLET EXPERIENCE.
© SAP 2012 | 5

© 2014 SAP AG. All rights reserved. 6© SAP 2012 | 6
CHALLENGE- Part 1:
© SAP 2012 | 6
Work alone
• Design and sketch « the perfect wallet »
• You have 5 minutes !

© 2014 SAP AG. All rights reserved. 7© SAP 2012 | 7
DESIGN THINKING means…
…creating INNOVATION by combining
diverse PEOPLE, creative SPACE and an
iterative APPROACH.
© SAP 2014 | 7

© 2014 SAP AG. All rights reserved. 8© SAP 2012 | 8
“Ingredients” for Design Thinking
Approach
Space
People
Innovation
DESIGN THINKING
© SAP 2014 | 8

© 2014 SAP AG. All rights reserved. 9© SAP 2012 | 9
IT`S ALL ABOUT PEOPLE.
© SAP 2014 | 9

© 2014 SAP AG. All rights reserved. 10© SAP 2012 | 10© SAP 2013 | 10
IT’S ABOUT SPACE.
© SAP 2014 | 10

© 2014 SAP AG. All rights reserved. 11© SAP 2012 | 11
IT`S ABOUT THE APPROACH.
© SAP 2014 | 11© SAP 2014 | 11

© 2014 SAP AG. All rights reserved. 12© SAP 2014 | 12
THE DESIGN THINKING STEPS.
UNDERSTAND
OBSERVE
DEFINE
POINT-OF-VIEW
PROTOTYPE
TESTIDEATE
© SAP 2014 | 12

© 2014 SAP AG. All rights reserved. 13© SAP 2012 | 13
Address the right question …and create the right solution
THINK LIKE DESIGNERS TO SOLVE THE PROBLEM AS A TEAM
PROBLEM SPACE
(address the right question)
SOLUTION SPACE
(Create the right solution)
© SAP 2014 | 13

© 2014 SAP AG. All rights reserved. 14© SAP 2012 | 14© SAP 2014 | 14
TIMEBOXING.

© 2014 SAP AG. All rights reserved. 15© SAP 2014 | 15
INPUT 1 – PROBLEM SPACE.
UNDERSTAND
OBSERVE
DEFINE
POINT-OF-VIEW
IDEATE
PROTOTYPE
TEST
© SAP 2014 | 15

© 2014 SAP AG. All rights reserved. 16© SAP 2012 | 16© SAP 2014 | 16
UNDERSTAND.

“Building something nobody wants is
the ultimate form of waste.” – Eric Ries
© SAP 2014 | 17
UNDERSTAND.

© 2014 SAP AG. All rights reserved. 18© SAP 2014 | 18© SAP 2012 | 18
 DEFINE FOCUS OF SOLUTION.
 QUICK RESEARCH TO VERIFY.
 SHIFT THE PROJECT FOCUS IF NECESSARY.
 CREATE A PROJECT PLAN.
 PLAN AND PREPARE YOUR RESARCH.
How to (re-)define project scope and plan?

© 2014 SAP AG. All rights reserved. 19© SAP 2014 | 19
Rephrase & Identify where to learn – 4 mm each
1. Find a partner
2. Re-phrase the problem statement
 e.g. find better ways to carry cash, IDs & credit cards
3. Identify areas where you need to learn and understand
 whom am I designing for?
 How does the current solution look like?
 What is good? Pain points? …
Interview – 5 mn each
1. Ask your partner about his/her perfect wallet
2. Ask open questions (5 « Why »)
3. Note down your insights on post its
© SAP 2014 | 19
CHALLENGE- Part 2:

© 2014 SAP AG. All rights reserved. 20© SAP 2012 | 20© SAP 2014 | 20
OBSERVE.

“There Are No Facts Inside
Your Building, So Get
Outside.” – Steve Blank
© SAP 2014 | 21

© 2014 SAP AG. All rights reserved. 22© SAP 2012 | 22© SAP 2014 | 22
OBSERVE – Try to dive into your users’ problem space…

© 2014 SAP AG. All rights reserved. 23© SAP 2014 | 23
Address the right question …and create the right solution
HOW TO RESEARCH, DISCOVER, EXPLORE AND CAPTURE? © SAP 2014 | 23

© 2014 SAP AG. All rights reserved. 24© SAP 2014 | 24
Address the right question …and create the right solution
THE BASIC PRINCIPLE: EMPATHY. © SAP 2014 | 24
DO
SAY
THINK
FEEL
say = do = think = feel

© 2014 SAP AG. All rights reserved. 25© SAP 2014 | 25
Address the right question …and create the right solution
THE BASIC PRINCIPLE: EMPATHY.
I am
confused!
I run my own
reports
Excel
Pivot
Table
Do I do my job right?
Strange, the
numbers don’t add
up?!
say = do = think = feel
© SAP 2014 | 25

© 2014 SAP AG. All rights reserved. 26CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 26
Address the right question …and create the right solution
TRY AND DO WATCH AND OBSERVEASK AND LISTEN
DIFFERENT METHODS OF OBSERVATION TO GET EMPATHY. © SAP 2014 | 26

© 2014 SAP AG. All rights reserved. 27© SAP 2014 | 27© SAP 2014 | 27
ASK AND LISTEN.
 ASK OPEN-ENDED QUESTIONS.
 ASK 5 TIMES WHY?
 BE AWARE OF THE BODY-LANGUAGE.
 TRY TO LISTEN (20-80).
 BE CURIOUS AND SHOW REAL INTEREST.
 TAKE PHOTOS. MAKE NOTES.
 COLLECT ARTIFACTS.
 WRITE DOWN YOUR IMPRESSIONS.
 PAIR UP FOR INTERVIEWS.
 SAY THANK YOU IN THE END.

© 2014 SAP AG. All rights reserved. 28© SAP 2014 | 28© SAP 2014 | 28
WATCH AND OBSERVE.
 LOOK FOR DETAILS.
 TRY TO CAPTURE THE ATMOSPHERE.
 BE CURIOUS. TALK TO PEOPLE.
 TAKE PHOTOS. MAKE NOTES.
 SPECULATE: WHAT IF … ?
 BUY THINGS. DO THINGS.
 COLLECT ARTIFACTS.
 WRITE DOWN YOUR IMPRESSIONS.
 BE POLITE ALL THE TIME. DO NOT DISTURB.
 ACT AS A GUEST.

© 2014 SAP AG. All rights reserved. 29© SAP 2014 | 29© SAP 2014 | 29
TRY AND DO.
 TRY TO BE EMPHATIC.
 TRY TO SEE THROUGH THE EYES OF YOUR USER.
 DEFINE YOUR TASK AND WORK ON IT –
REALISTICALLY.
 STATE YOUR IMPRESSIONS
 MENTION ALL THE ENABLERS AND THE
CONSTRAINTS.
 LET SOMEBODY ELSE TAKE PHOTOS AND NOTES.
 TAKE IT SERIOUS AND DO NO SLAPSTICK.

© 2014 SAP AG. All rights reserved. 30© SAP 2012 | 30
CHALLENGE- Part 3:
© SAP 2014 | 30
1. Interview – 5 mn each
 Go deeper (emotions) – Find out more about your partner
 Forget about the wallet – Dig for specific stories (concentrate on your partner
feelings and emotions)
2. Summarize your insights on Post-its - 5 mn each
3. Story Telling– 5 mn each
• Create the story telling of your partner on post-its

© 2014 SAP AG. All rights reserved. 31© SAP 2012 | 31© SAP 2014 | 31
DEFINE POINT-OF-VIEW.

© 2014 SAP AG. All rights reserved. 32© SAP 2014 | 32
DEFINE POINT OF VIEW STEP 1: Storytelling © SAP 2014 | 32

© 2014 SAP AG. All rights reserved. 33© SAP 2012 | 33DEFINE POINT OF VIEW STEP 2: Clustering © SAP 2014 | 33

© 2014 SAP AG. All rights reserved. 34© SAP 2012 | 34COLOR CODING helps to link insights to users. © SAP 2014 | 34

© 2014 SAP AG. All rights reserved. 35© SAP 2012 | 35
CHALLENGE- Part 4:
© SAP 2014 | 35
Clustering– 10 mn
 Cluster your insights
 Add ideas over ideas

© 2014 SAP AG. All rights reserved. 36© SAP 2014 | 36
Address the right question …and create the right solution
SYNTHESIS The art of structuring your insights.
1. STORYTELLING 2. CLUSTERING
3. CREATE A PERSONA
EXPERIMENT WITH
DIFFERENT FRAMEWORKS
4. DEFINE
POINT-OF-VIEW
© SAP 2014 | 36

© 2014 SAP AG. All rights reserved. 37© SAP 2014 | 37
CREATING PERSONAS. © SAP 2014 | 37

© 2014 SAP AG. All rights reserved. 38© SAP 2014 | 38
Address the right question …and create the right solution
WHAT IS A POINT-OF-VIEW? © SAP 2014 | 38

© 2014 SAP AG. All rights reserved. 39© SAP 2012 | 39© SAP 2014 | 39
DEFINE POINT-OF-VIEW.
POV = USER + NEED + INSIGHT
THE POINT OF VIEW IS ONE SENTENCE THAT CREATES AN IMAGE IN YOUR MIND.
BASED ON AN UNDERSTANDING OF A USER GROUP AND AN INSIGHT INTO A SPECIFIC NEED, IT NARROWS THE FOCUS AND
MAKES THE PROBLEM SPECIFIC.

© 2014 SAP AG. All rights reserved. 40CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 40© 2012 SAP AG. All rights reserved. 40
Likes
• New challenges
(and go to the next one as soon as the idea
works out)
• Freunde treffen / ausgehen
Dislikes
• Large companies
„I can understand that other SEs prefer to
work on their own ideas only.“
„I would never work in a
large company again.“
40© 2012 SAP AG. All rights reserved.© SAP 2014 | 40
Typical day
Motivation & Insights
• Earn money but do something good
• Internship in large company in Namibia; experiencde the painfully slow
processes and go to see the suffering of people there

© 2014 SAP AG. All rights reserved. 41© SAP 2012 | 41
CHALLENGE- Part 5:
© SAP 2014 | 41
Articulate your current Point Of View – 20 mm:
1. Create a persona that you are designing for
2. Identify possible needs/things your persona is trying to do
3. Ways your persona wants to feel ( insight/meaning)

© 2014 SAP AG. All rights reserved. 42© SAP 2012 | 42© SAP 2014 | 42

© 2014 SAP AG. All rights reserved. 43© SAP 2014 | 43
INPUT 2 – SOLUTION SPACE.
UNDERSTAND
OBSERVE
DEFINE
POINT-OF-VIEW
IDEATE
PROTOTYPE
TEST
© SAP 2014 | 43

© 2014 SAP AG. All rights reserved. 44© SAP 2012 | 44© SAP 2014 | 44
IDEATE.

© 2014 SAP AG. All rights reserved. 45© SAP 2012 | 45BRAINSTORMING RULES. © SAP 2014 | 45

© 2014 SAP AG. All rights reserved. 46© SAP 2012 | 46© SAP 2014 | 46
IDEATE.

© 2014 SAP AG. All rights reserved. 47© SAP 2012 | 47
CHALLENGE- Part 6:
© SAP 2014 | 47
1/ Brainstorm potential solution ideas by team
2/ Select 2 RADICAL ideas to meet your users needs (persona)
3/ Choose the most promising idea ( you think)
You have 15 minutes

© 2014 SAP AG. All rights reserved. 48© SAP 2012 | 48© SAP 2014 | 48
PROTOTYPE.

© SAP 2014 | 49
“DESIGN is not just what it
looks like and feels like. Design is
how it works.” – Steve Jobs

© 2014 SAP AG. All rights reserved. 50© SAP 2012 | 50© SAP 2014 | 50
PROTOTYPE.

© 2014 SAP AG. All rights reserved. 51CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 51
1. Physical
2. Paper (e.g. wireframes)
3. Storyboards
4. Acting
5. Dark Horse Prototype
6. Critical function prototype
7. Experience
8. Technical Prototypes (e.g. in software)
9. Pretotyping
TYPES OF PROTOTYPES. © SAP 2014 | 51

© 2014 SAP AG. All rights reserved. 52© SAP 2012 | 52
CHALLENGE- Part 7:
© SAP 2014 | 52
On your own:
• Generate your solution and BUILD your prototype
• You have 15 minutes

© 2014 SAP AG. All rights reserved. 53© SAP 2012 | 53© SAP 2014 | 53
TEST.

© 2014 SAP AG. All rights reserved. 54© SAP 2012 | 54© SAP 2014 | 54
TEST.

© 2014 SAP AG. All rights reserved. 55© SAP 2012 | 55
CHALLENGE- Part 8:
© SAP 2014 | 55
Test your prototype and capture feedback - 10 mm

© 2014 SAP AG. All rights reserved. 56© SAP 2012 | 56© SAP 2014 | 56
IMPLEMENT.

© 2014 SAP AG. All rights reserved. 57© SAP 2014 | 57
THERE’S NO INNOVATION WITHOUT IMPLEMENTATION. © SAP 2014 | 57

© 2014 SAP AG. All rights reserved. 58CLICK TO EDIT MASTER TITLE STYLE© SAP 2012 | 58
IMPLEMENT.

CONCLUSION

© 2013 SAP AG. All rights reserved. 60
Design Thinking is a simple user centric agile methodology to foster SAP
innovation
Innovation is turning new ideas and concepts into something that will create
value. Value can be commercial, social or organizational.
There is no innovation without implementation
Design Thinking is part of the SAP strategy to delight our customers and
achieve our 2015 goals
CONCLUSION

© 2014 SAP AG. All rights reserved. 61
I wish:
I like:
Feedbacks © SAP 2014 | 61

© 2013 SAP AG. All rights reserved. 62
Address the right question …and create the right solution
PLAY WITH FRAMEWORKS Different Frameworks can give different perspectives.
PROCESS MAP CIRCULARFLOORPLAN
2x2 MATRIXCONCEPT MAP VENN DIAGRAM
SCENARIO / EXPERIENCE MAP
GEOGRAPHIC MAP CAUSAL MAP