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Design Thinking (Workshop Guide)

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Design Thinking (Workshop Guide)

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  1. DESIGN THINKING Workshop Guide © Operational Excellence Consulting. All rights reserved.

  2. NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg LEARNING OBJECTIVES Acquire a deep understanding of the key concepts and principles of Design Thinking Understand the mindsets, process, methods and tools in creative problem solving Develop skills in applying Design Thinking mindsets and practices in problem solving 2 © Operational Excellence Consulting

  3. CONTENTS 03 02 01 DESIGN THINKING PROCESS, METHODS & TOOLS DESIGN THINKING MINDSETS KEY CONCEPTS & PRINCIPLES OF DESIGN THINKING 3 © Operational Excellence Consulting

  4. THE DESIGNER PARADOX How the project leader understood it How the analyst designed it How the What the beta testers received How the business consultant described it How the customer explained it programmer wrote it What operations installed How the customer was billed How it was supported What marketing advertised What the customer really need How the project was documented 4 © Operational Excellence Consulting

  5. WHAT IS DESIGN THINKING? Just a Only for the “creative” people or product designers? brainstorming session? The latest problem solving technique? Aesthetics and crafts? 5 © Operational Excellence Consulting

  6. DESIGN THINKING IS ‘OUTSIDE THE BOX’ THINKING Design thinking is an approach for creative problem solving. 6 © Operational Excellence Consulting

  7. WHAT IS DESIGN THINKING? Design thinking takes a human-centered approach to problem solving It encourages creative consideration of a wide array of innovative solutions It is as much a mindset as a process Helps us to get a deep understanding of customers’ unmet needs and wants 7 © Operational Excellence Consulting

  8. HISTORY OF DESIGN THINKING Design Thinking movement rapidly gaining ground in the public and private sectors Increasing interest and adoption of Design Thinking in industries IIT Institute of Design launches Design Camp Hasso Plattner Institute for IT Engineering founded in Germany Stanford D.School started teaching Design Thinking to students IDEO formed; modelled a version of Design Thinking from Stanford D.School “Wicked problems” term coined by Horst Rittel First Design Thinking book published by a Harvard Professor Initial efforts to define a standard for creative and design work 1960’s 1980’s 2000’s 2010’s 2020’s 8 © Operational Excellence Consulting

  9. THE 3 LENSES OF HUMAN-CENTERED DESIGN PROVIDES A HOLISTIC APPROACH FOR EXPERIENCE INNOVATION People (Desirability) EXPERIENCE INNOVATION Technology (Feasibility) Business (Viability) 9 Source: IDEO © Operational Excellence Consulting

  10. “ good design must primarily serve people.” Design must reflect the practical and aesthetic in business but above all… THOMAS J. WATSON 10 © Operational Excellence Consulting

  11. THE MINDSET OF A TRADITIONAL THINKER “We have this technology, what can we use it for?” “We have this problem, let’s jump in and get in a room and brainstorm solutions.” “Our competitors just launched X; how can we do X quickly?” 11 © Operational Excellence Consulting

  12. TRADITIONAL THINKING vs. DESIGN THINKING TRADITIONAL THINKING DESIGN THINKING VS Lots of reports and documentation Show don’t tell Scared of failing Learn from failure Certainty is key Embrace ambiguity Focus on solution Focus on human values Get it perfect the first time Iterate Talk about your idea Make your idea 12 © Operational Excellence Consulting

  13. DESIGN THINKING COMBINES CREATIVE & ANALYTICAL THINKING LEFT BRAIN RIGHT BRAIN Analytical Creative Rational Holistic Objective Subjective Present & Past Present & Future Facts Feelings Order/pattern Spatial Planned Spontaneous Design Thinking uses both sides of the brain to solve problems. 13 Source: Adapted from Strategyzer, 2010 © Operational Excellence Consulting

  14. WHAT IS UNIQUE ABOUT DESIGN THINKING? Iterative Repeat each phase backwards and forwards and arrive at each decision or desired result, after rounds of learning and discovery. Human-centered Discover people’s real needs and wants. Be able to gain deep insights of their motivations and share the feelings of others. Highly-creative Look at situations differently. Push past obvious solutions and existing alternatives to get to breakthrough ideas. Hands-on Ideas are made tangible through prototyping. Build rough or lo-fi prototypes to learn how to make ideas better. z Collaborative Work as a team to look at the problem holistically and implement solutions to improve people's experience. Show, don’t tell Enable the user to experience the story through action, words, thoughts, senses and feelings rather than pure description. 14 © Operational Excellence Consulting

  15. WHAT DESIGN THINKING IS NOT A narrow equation to aesthetics and craft Only for the “creative” people or product designers Just a brainstorming session A “one-day” process where problems can be solved in 24 hours An approach to replace analytical problem solving A silver bullet for all types of problems 15 © Operational Excellence Consulting

  16. WHAT ARE THE BENEFITS OF DESIGN THINKING? Deepen and widen customer relationships Create better customer and employee experiences Improve customer retention (loyalty) Increase value to society Design new business models Reduce inefficiencies 16 © Operational Excellence Consulting

  17. THE 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. Design-centric companies include: Apple, Starbucks, Nike, Procter & Gamble, Walt Disney, Starwood, Whirlpool, Coca-Cola, etc. 17 Source: Design Management Institute © Operational Excellence Consulting © Operational Excellence Consulting

  18. SUCCESS STORY –NIKE SB Line of Shoes SOLUTION Released its Nike SB line of shoes. Nike has experienced tremendous success within the skateboarding culture. By engaging skateboarders in the design process and having conversations… Nike struggled to become a prominent brand amongst the skateboarding community. …Nike gained a better understanding of the needs and wants of the skateboarding community. 18 Source: Nike © Operational Excellence Consulting

  19. ACTIVITY: BRAINSTORMING OF PROBLEMS ACTION! 1. In your respective groups, brainstorm problems that occur in: Time allowed: 10 mins a) Society (e.g. overcrowding in trains) b) Business & Services (e.g. bad online experience in re-contracting mobile/broadband service) c) Processes & Operations (e.g. backlog issue, excess inventory) d) Situations (e.g. customer complaints, natural disasters) 2. List your ideas on the flip chart. 3. Present your findings to the class. 19 © Operational Excellence Consulting

  20. “ Design is not what it looks like or feels like. Design is how it works.” STEVE JOBS 20 © Operational Excellence Consulting

  21. FRAMEWORK OF DESIGN THINKING Empathize Empathize Ideate Ideate Define Define Prototype Prototype Empathize with your users Test Test Ideate by challenging assumptions and creating ideas for innovative solutions Prototype to start creating solutions Define your users’ needs, their problem, and your insights Test solutions 21 Source: Based on Stanford d.school © Operational Excellence Consulting

  22. UNDERSTANDING THE FRAMEWORK OF DESIGN THINKING DESIGN THINKING + means to means to “mark out and take action” “ponder and consider” Design thinking is the proper attitude and frame of mind, along with the right series of actions, in order to solve a problem. 22 © Operational Excellence Consulting

  23. THE 5 MINDSETS OF DESIGN THINKING Think users first Believe you can draw Commit to explore Prototype to test Ask the right questions Without the proper mindsets, the action plan is just a theory. 23 © Operational Excellence Consulting

  24. 5 ACTION PHASES OF DESIGN THINKING DESCRIPTION Learning about the audience for whom you are designing § Empathize Creating your Point of View (POV) based on your insights from the empathy stage § Define Ideate Brainstorming and coming up with creative solutions § Building a representation of one or more of your ideas to show to others § Prototype Returning to your original user group and testing your ideas for feedback § Test 24 © Operational Excellence Consulting

  25. CHARACTERISTICS OF THE DESIGN ACTION PLAN It is not just a brainstorming session or a “one- day” process It is an iterative process It contains phases of both divergent and convergent thinking It requires everyone to collaborate and go through the process together There are deliverables at every phase 25 © Operational Excellence Consulting

  26. 76% of consumers expect companies to understand their needs and expectations. 26 Source: Salesforce Research © Operational Excellence Consulting

  27. “ logic, but creatures of emotion.” When dealing with people, remember you are not dealing with creatures of DALE CARNEGIE AUTHOR 27 © Operational Excellence Consulting

  28. EMPATHIZE PHASE Observe: View users and their behavior in the context of their lives. Don’t judge. ● Empathize Engage: Interact with people in conversations and interviews. Ask why. ● Objective: To understand the experience, situation and emotion of the user for whom you are designing Immerse: Experience what your user experiences. ● 28 © Operational Excellence Consulting

  29. DESIGNING WITHOUT EMPATHY: GOOGLE GLASS Google launched its first wearable product, the Google Glass in 2013 ● The commercial failure of Google Glass can be traced to Google’s lack of empathy towards users: voice-activated actions are socially awkward, the camera creates a privacy concern for people around the Glass user, and the device doesn’t seem to solve any specific user needs ● 29 © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved.

  30. EMPATHIZE –ENGAGEMENT SOLUTION Example: Water accessibility 90-litre Hippo Roller enables user to collect 5 times more water than a single bucket and improved water access. The road to the water wells is long and the water barrels too heavy. Through engaging in their environment, they learned… Water wells installed by NGO’s are not being used. 30 Source: Hippo Roller © Operational Excellence Consulting

  31. PERSONA –EXAMPLE ILLUSTRATIVE Name: John Smith, 38 Profile / Lifestyle Characteristics Lawyer, single Ambitious § § Likes to play golf once a week Knowledgeable § § Owns an apartment in New York Financially savvy § § Goals / Ambitions Behaviors / Habits Wants to invest money for his retirement Impatient § § Aiming for promotion to Senior Counsel later this year Prim and proper § § Don’t take no for an answer § Fears / Challenges Influencers & Activities Not working well with colleagues Uncle, who is also a lawyer § § Unable to find time with family Golf § § 31 © Operational Excellence Consulting

  32. EMPATHY MAP –EXAMPLE A Holiday Maker’s Concern ILLUSTRATIVE Will taxi drivers over- charge me for rides? PAIN Will I have a memorable experience? Did the hotel reserve us a non-smoking room? Taxis that don’t use the meter Will I be hit with food poisoning? Hot and humid tropical weather Tired walking and carrying shopping bags Traffic jam almost everywhere The flea markets are interesting THINK & FEEL Tourists get pick- pocketed Tourists look happy & having fun! Hotel wifi is so slow! HOLIDAY MAKER Polite and patient service staff at hotel May not be safe to go out at night SEE HEAR GAIN Clean and comfortable hotel room and facilities Many locals don’t speak English Many touts on the streets Friends and relatives like my Facebook photos Nice breakfast buffet Food are cheap and delicious! SAY & DO Enjoy the sightseeing and local food Wow, I can shop all day and night! Made friends with some locals and tourists I am uploading photos into Facebook! I don’t want to go home! Food taste really great! 32 © Operational Excellence Consulting

  33. EMPATHIZE Activities Tools to use Deliverables § User interview § Interview checklist § Personas § Informal chats § Observation checklist § Empathy map § Observation § Writing tools § List of user feedback § Shadowing § Flipcharts and paper § Problems identified § Mystery shopping § Camera § Picture-taking § Immersion 33 © Operational Excellence Consulting

  34. PROJECT ACTIVITY: EMPATHIZE ACTION! Design a WALLET that is useful and meaningful for YOUR PARTNER. What questions would you ask your partner? Write it down. 1 Time allowed: 15 mins Take down notes of your partner’s response. Remember to observe, listen and empathize what he/she says. 2 34 © Operational Excellence Consulting

  35. CRITICAL SUCCESS FACTORS 1 1 6 6 The customer experience is more important than the digital technology Top down approach Be open to iterative, collaborative engagement with team members and stakeholders 2 2 7 7 Customer experience council meetings chaired by the CEO 3 3 8 8 The mindset is more important than the methodology Be able to do rapid prototypes and iterating with prototypes 4 4 9 9 Start from the customers you want to serve, not your products and services Assign dedicated resources 5 5 10 10 Spend time doing deep customer immersion Incorporate design thinking in your organizational culture 35 © Operational Excellence Consulting

  36. ACTIVITY: GROUP DISCUSSION ACTION! Time allowed: 5 mins 1. How did engaging and testing the prototype with the real person change the direction that the prototype took? 2. What was it like showing unfinished work to another human being? 3. How did the pace – the quick iterative cycle – feel relative to how you normally work? 4. If you have to do it over again, what step(s) would you want to improve? 5. What is one thing (e.g. step or tool) that you want to try tomorrow? 36 © Operational Excellence Consulting

  37. ABOUT OPERATIONAL EXCELLENCE CONSULTING Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. Based in Singapore, the firm’s mission is to create business value for organizations through innovative design and operational excellence management training and consulting solutions. For more information, please visit www.oeconsulting.com.sg © Operational Excellence Consulting

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