Design thinking - IDEO

A presentation about Design thinking in details.
by Ahmed Alaraj and Khalil Arbaji

1. Design Thinking Ahmed Alaraj & Khaleel Arbeji Decision & Management Project Master of Web Science / SS 2017 Prof. Dr. Jan Karpe

2. Introduction Definition of Design Thinking The process of Design Thinking Case Study / IDEO Challenges Future Outlook Conclusion/Results References Agenda

3. What w ould be the first thing that comes to your mind? If I g i ve you a piece of paper and tell you to cut it A QUESTION

4. SCISSOR SCISSOR SCISSOR SCISSOR the first thing which comes to your mind will be where are the SCISSORS? If we sit back and think about the problem i.e we need a tool to cut the paper, it is then that we will think of other things like blades, punchers, or a whole new concept to cut paper.

5. Most people think about solutions rather than the problem Design works on this same fundamental principle . Benjamin Child Jonathan Simcoe

6. “ Is a creative-problem solving approach with specific tools, methods and mindset. Designers use it to c reate new different values , and create a positive impact. When Design Thinking is practiced correctly, this leads to innovation ” By Quino Al Design Thinking

7. Thinking Outside the Box : The Innovative Process of Design Thinking Imthaz Ahamed

8. How to get the truck out? Emergency personnel dismantle parts of the truck ? Engineers dismantle chip away parts of the bridge? Firefighters, truck drivers gathering to negotiate various solutions to dislodging the truck. A boy walking by.. he think out of the box and..

9. Why Design Thinking? A new way for tackling problems Explore new alternatives, new solutions, new ideas Re-frame the problem in human-centric ways

10. Traditional Thinking Loves to avoid mistakes Sustaining order One way Logic: Numeric models Analysis aimed at proving one "best” answer Planning Facts & numbers Standardization Caleb Jones Design Thinking Loves to learn from mistakes Taking risks Interactive Emotional Insights: Experiential models Experimentation aimed at iterating toward a "better" answer Doing Storytellings Humanization

11. Len dela Cruz Design thinking is often confused with visual design “ Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told , ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design thinking is how it works .” -Steve Jobs

12. Clem Onojeghuo D esign thinking is less about thinking and more about doing

13. People-centered Highly Creative Hands-on Roman Kraft Design Thinking Key Elements Iterative Radical Collaboration Show Don’t Tell

14. Communicate what you are thinking by visuals. Show Don’t Tell

15. people, users, customers, consumers, etc., need or want to do. Empathy is a key. People Centered

16. Look at situations differently and come up with new solutions Integrative thinking is a key. Highly Creative

17. Stop discussing, start working. Failure is a (necessary) part of the process Glenn Carstens Peters Hands On

18. The road to success does not follow a straight line Markus Spiske Iterative

19. Bringing together designers and innovators from different backgrounds and varied interests and viewpoints. Helloquence Radical Collaboration

20. Design Thinking Methodologies Double Diamond 4D DeepDive 5 D Stage-Gate Bootcamp bootleg (Stanford) Stuart Pugh Simon Herbert IDEO

21. Author/Copyright holder: Teo Yu Siang and Interaction Design Foundation. Copyright terms and licence: CC BY-NC-SA 3.0 Bootcamp bootleg (Stanford)

22. Author/Copyright holder: Teo Yu Siang and Interaction Design Foundation. Copyright terms and licence: CC BY-NC-SA 3.0

23. 30 studio spaces IBM life insurance MassMutual innovation process Infosys The innovation lab Fidelity 1 2 4 5 Winners for Design Thinking C oach a group of 8th graders at a donation based private school Intuit 3

24. Daria Nepriakhina “ My dream for the future of IDEO is the same as it was back then: that everyone at IDEO finds their calling, that being here feels like working with friends, that we are all enjoying our lives, that we are engaged in what feels like important work we were personally put on Earth to do.” —David Kelle, founder and chairman of IDEO

25. IDEO’s Profile IDEO Team Responsible for Founded Centered Culture in 1991 in Palo Alto Employees design their own working areas. No hierarchies. Apple's first mouse Palm V Intercorp's school in Peru

26. IDEO’s Values Everyone is creative 1. Complex problems are best solved collaboratively 3. Technology moves fast, human needs change slowly 5. Creative organizations are more agile 2. Innovation starts with people 4. Venturing is R&D 6. Caleb Jones

27. Scaling Human-Centered Design Healthcare Government Education and more. Engaged in a work to design an entire school system in Peru IDEO applies human-centered methodologies to the world’s most complex systemic challenges

28. Daria Nepriakhina “ 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, President and CEO of IDEO

29. 1 2 3 4 5 Understand Observe Visualize Evaluate Implement The Process o f IDEO

30. Understand The Market The client The Technology Nik MacMillan Phase 1

31. Observe What Confuses ? What is hated ? What is not satisfied? Hamburger Arts Phase 2

32. Visualize/Realize Do a Role Play Write a Story board Build an early stage Prototype Phase 3

33. Evaluate / Refine Plan on Several Prototypes Concurrent engineering Phase 4

34. Implement Verify the final product works Commercialize Market Phase 5

35. The Process made IDEO one of the top 25 innovative companies Awards Winner of 38 Red Dot awards Comparison more International Design Excellence Awards than any other design firm Global Become a leader in global design that creates positive impact The Result

36. Challenges Embracing risk Resetting expectations Design doesn’t solve all problems . Even if expectations are set appropriately, they must be aligned around a realistic timeline . Transformative innovation is inherently risky. Create a culture that allows design thinkers to take chances without a complete understanding of a problem . Accepting more ambiguity It is difficult to understand how much value will be delivered through a better experience .

37. Challenges Design Integration Collaboration When it comes to very complex artifacts , the problems of integrating a new design loom larger still . Design Attention The business model itself may even need to be changed. How will insurers work with manufacturers and users to analyze risk? How will the collected data be shared while protecting privacy ?

38. Creativity Large companies will need leaders who are not purely focused on efficiency Empowerment It is necessary to empower the design thinkers in raising their sights and design a better future Business Strategy In today’s digital world, a design thinking approach to business strategy is not totally industry Future Outlook

39. Conclusion ‎Design thinking is a user-centered approach to problem solving.‎ Designers have started to apply their collective skills to big global challenges. Design thinking is a step-by-step process that is repeated over multiple iterations. Design thinking is especially helpful for "Wicked" problems. The only way that you can get organizations to change is to give them different tools. Design Thinking is for Everyone.

40. References Design for Action https://hbr.org/2015/09/design-for-action Design Thinking Comes of Age https://hbr.org/2015/09/design-thinking-comes-of-age Capitalism Needs Design Thinking https://hbr.org/2014/12/democratic-capitalism-needs-design-thinking Don’t just think. Act. http://specialreports.theaustralian.com.au/705736/tim-brown/ 5 Big Organizations Winning with Design Thinking https://www.fastcompany.com/most-innovative-companies/2017 IDEO https://www.ideo.com Why design thinking drives digital transformation https://www.mycustomer.com/marketing/technology/why-design-thinking-drives-digital-transformation

41. References Design Thinking as a Strategy for Innovation http://www.creativityatwork.com/design-thinking-strategy-for-innovation/ What is Design Thinking and Why is It so Popular? https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular T he future of Design Thinking https://www.theguardian.com/ing-direct-being-human-in-a-digital-world/2016/dec/05/the-future-of-design-thinking Design thinking methodologies http://designthinkingmethodology.weebly.com/methodologies.html David Kelley: From Design to Design Thinking at Stanford and IDEO http://www.sciencedirect.com/science/article/pii/S2405872616300065