A primer on design thinking. Introduction of definitions, process, and core principles.

1. DESIGN
THINKING
An overview >>

2. We live in a world of
complexity, ambiguity,
and change.
Image: Flickr/Richard Schneider

3. There is no more
business as usual.

4. BETTER
FASTER
CHEAPER,
Market offerings have to be:
the bar is up.

5. In this context, INNOVATION
has become the currency for
business success.

6. Companies and organizations
are adopting design thinking
as their approach to innovate.
Image:http://hpi.de/fileadmin/user_upload/fachgebiete/d-school/images/BG_Whiteboard.jpg

7. But what is
Design Thinking?

8. Design Thinking is:
a problem-solving method
an opportunity-seeking process
a problem-framing method
a design methodology
a creative approach
a business strategy

9. Design Thinking:
Studies people and the context of their interactions
to determine the right issue or opportunity
and generate a solution
that fits human, technological, and business
considerations.

10. viability
desirability usability
feasibility
HUMAN
TECHNOLOGY BUSINESS
Design thinking balances what is desirable and intuitive,
with what is technologically feasible and viable from a
business perspective.
Design Thinking

11. Design thinking can be used by
designers and non designers, and
applied to all sorts of challenges.
Image: http://static1.squarespace.com/static/538fb077e4b05bdda222e376/t/541ca8e0e4b-
09194f765a365/1411164384867/Prototype_Workshop_09.jpg?format=1500w
creative business social

12. And how do you do
Design Thinking?

13. Human-centered design
A convergent and divergent
process
A set of principles
Doing
Design thinking
involves:

14. “... [is] the process that ensures
that the design match the needs
& capabilities of the people for
whom they are intended”
Donald Norman
Human Centered Design:
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15. Design Thinking
The process

16. Design Thinking/ The process
IDEO
LUMA Institute
Design council

17. Research
Ideate
Prototype
Test
Design Thinking/ The process

18. Build empathy with your users.
understanding people’s needs, desires, and
behaviors by immersing in their daily lives,
observing their activities, listening to their stories,
and co-creating with them.
Research
Define the issue or opportunity for design.
making sense of research’s findings and insights to
frame and reframe the opportunities for design.

19. Explore possibilities through creative thinking.
Brainstorm a wide range of solutions using
lateral thinking and other creative approaches.
Collaborate in a cross-functional team and co-
create with your users.
Ideate
Then select the ideas that better address the
issue or opportunity while considering human,
technical, and business implications.

20. Build your ideas, communicate your solution.
Communicate the solution to your users in a
tangible way. Make artifacts, diagrams, or lo-fi
versions of your ideas.
Prototype
Start by doing something simple, use the materials
available to you, forget about refined looks, in this
stage the point is to convey the idea.

21. Try your solution with users and get feedback.
Present your prototype to real users and collect
their ideas and impressions about it. Take this
feedback to the next iteration of your solution.
Test
Keep learning and iterating.
Design Thinking encourages an iterative process
where learnings from testing and research are
continuously incorporated to the solution.

22. Design Thinking
Core Principles

23. Image: Flickr/Rupert Ganzer
Empathy
Walk in user’s shoes.
Share the feelings and
constraints of users, listen
to their stories, observe
their activities, and
understand their reality.
Build

24. Reframing
See the world with fresh
eyes. Change focus,
look at things from a
different perspective,
question your own
biases, and venture in
new paths. Look for the
opportunity within each
problem.
http://www.fastcodesign.com/1672354/how-reframing-a-problem-unlocks-innovation
Leverage

25. Collaboration
Integrate diverse
knowledge and
approaches.
Embrace cross-functional
teams, interchange
thinking hats!
http://tips.slaw.ca/wp-content/uploads/2013/03/collaboration.jpg
Embrace

26. Exploration
Look for diverse ideas,
go to remote places.
Generate vast amounts
of ideas, defer judgment,
leverage diversity, build
upon others’ thinking.
Image: Flickr/Timo Kirkkala
Foster

27. Failure
In order to innovate,
things don’t always go
right at first.
Learning from mistakes
is part of the an iterative
process.
Image: Flickr/ Dillon Hinson
Tolerate

28. Ambiguity
Be comfortable with not
knowing exactly where
you will end up, and let
yourself free to explore
alternatives.
Exploring an issue
or opportunity within
ambiguity allows for great
discovery.
Image: Flickr/ Lori Greig
Accept

29. Designing thinking calls
for a shift of paradigms,
an open mindset,
adaptability to change,
a risk-taking culture,
and tolerance to failure.

30. Design Thinking
Success stories

31. The adventure series
GE Healthcare
GE Healthcare re-imagined
the experience of diagnostic
imaging procedures for children
through the use of Design
Thinking.
The adventures series are the
result of taking an empathetic
approach and making the
diagnostic imaging procedure
fun and less stressful for kids.
Read more >

32. Swiffer
P&G
Procter & Gamble decided to
use design thinking to learn
how to improve the mopping
experience.
The Swiffer is the result of
observing how people cleaned
their houses and discovering
their unmet needs. The swiffer
removes the need for cleaning
mops and adds accessibility to
hard-to-reach places.
Read more >

33. “Design is the
transformation of
existing conditions
into preferred ones”
Herbert Simon

34. Thank you!
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35. Design Thinking resources:
Designkit.org
Thisisdesignthinking.net
Fastcompany.com
Harvard Business Review
Some of the multiple resources on Design Thinking: