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Transcript of Design Thinking
Design Thinkers? Design Thinking and Problem Solving "Thinking like a designer can transform the way you develop products, services, processes—and even strategy" -Tim Brown Integrative Thinking: having the ability to see all of the noticeable aspects of a problem and creating a new, unique solution. Optimism: always assuming that there is at least one potential solution better than existing solutions. Experimentalism: posing questions and exploring constraints in new, creative ways and proceeding in new directions. Collaboration: no lone geniuses, instead design thinkers are "enthusiastic interdisciplinary collaborators" Don Draper is not a Design Thinker... Design Thinking is thinking like a designer, i.e. using a designer's approach to problem solving.
"It is a discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity."
"Rather than asking designers to make an already developed idea more attractive to consumers, companies are asking them to create ideas that better meet consumers’ needs and desires. The former role is tactical, and results in limited value creation; the latter is strategic, and leads to dramatic new forms of value."
-Tim Brown “Business schools tend to focus on inductive thinking (based on directly observable facts) and deductive thinking (logic and analysis, typically based on past evidence). Design schools emphasize abductive thinking—imagining what could be possible. This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them.”
-A.G. Lafley, P&G CEO
What makes Design Thinking a great approach to problem solving is that it does not focus on analytical problem solving. Design Thinkers think outside the box. There is no judgements in the early stages of creative development so that there is no fear of failure on the team. This allows Design Thinkers to come up with solutions that have never been considered before. Sample Seven Stage Design Thinking Process 1. Define: 2. Research: 3. Ideate: 4. Prototype: 6. Implement 5. Choose: 7. Learn: from: http://hybratech.com/product-development/process-plan.php Decide what issue you are trying to resolve.
Agree on who the audience is.
Prioritize this project in terms of urgency.
Determine what will make this project successful.
Establish a glossary of terms. Review the history of the issue; remember any existing obstacles.
Collect examples of other attempts to solve the same issue.
Note the project supporters, investors, and critics.
Talk to your end-users; that brings you the most fruitful ideas for later design.
Take into account the original inventor’s opinion Identify the needs and motivations of your end-users.
Generate as many ideas as possible to serve these identified needs.
Log your brainstorming session.
Do not judge or debate ideas.
During brainstorming, have one conversation at a time. Combine, expand, and refine ideas.
Create multiple drafts.
Seek feedback from a diverse group of people, include your end-users.
Present a selection of ideas to the client.
Reserve judgment and maintain neutrality. Review the objective.
Set aside emotion and ownership of ideas.
Remember: the most practical solution isn’t always the best.
Select the powerful ideas. Assign tasks.
Deliver to client. Gather feedback from the consumer.
Determine if the solution met its goals.
Discuss what could be improved.
Measure success; collect data.
Document the entire process, including obstacles and their resolutions. Frames the problem
Asks the right questions
Creates More Ideas
Best answer chosen
non-linear steps, they can occur simultaneously, and they can be repeated. Small Design vs. Big Design Small Design Big Design Small design is focused on making things attractive, easy-to-use, and marketable. The impact is small. Big design is what Design Thinking is great for. It is focusing the design on more than just an object, and, instead, focusing design on approaches and the greater impact on the world. This is design to solve problems and create world-changing innovations. The impact of big design is huge. Ex: New design on sunbeam toaster Ex: Getting clean water to impoverished areas. Where Can Design Thinking
be Used? Everywhere! Design Thinking has value beyond applications to products. It can be used for services, processes, systems, user experience, and strategy. Who's Leading the Cause? Tim Brown, CEO of IDEO
David Kelley of Stanford D. School
Roger Martin of Rotman School Moving from Design to Design Thinking "as our industrial society matured, design became a profession and focused on a steadily smaller canvas, until it came to stand for image, aesthetics, and fashion."
-Tim Brown Why is thinking like a designer valuable? Aravind Eye Care System http://www.aravind.org/ Aravind Eye Care System's mission is to eradicate needless blindness in India's population through "effective delivery of superior ophthalmic care." The system has grown from 11 beds in a doctor's home to five hospitals, a manufacturing plant, a research foundation, and a training center. Conclusion "No matter where we look, we see problems that can be solved only through innovation:
unaffordable or unavailable healthcare,
billions of people trying to live on a few dollars a day,
energy usage that outpaces the planet's ability to support it,
education systems that fail many students,
companies whose traditional markets are disrupted by new technologies or demographic shifts."
All of these problems are centered around people. These problems need a "human-centered, creative, iterative, and practical approach to finding the best ideas and ultimate solutions." Design Thinking is the best approach for such innovative problem solving. What Makes Design Thinking Unique? It is an innovation enabler.
Marries creative and analytical thinking.
Does not prefer one over the other but blends the best parts of both.
The idea is that Design Thinking creates big, innovative ideas faster and more efficiently. Tim Brown's Lecture http://jackhasspoken.files.wordpress.com/2011/09/dondraper.jpg Some Approaches Design Thinking Takes
Rapid Prototyping Participation Over Consumption Human-centered approach Telling Stories & Creating Movements Rapid Prototyping Kaiser Permanente Nurses "Sought to improve the overall quality of both patients' and medical practitioners' experiences." They accomplished this by creating a new system of nursing shift changes which allowed them to spend more time with patients and less time debriefing other nurses. Tim Brown's Lecture