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Design Thinking for Business Innovation

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Idris Mootee
Idris Mootee

Part 1 of 10 from the Harvard Design Thinking Program for Business Innovation

1  sur  42
MAY 24, 2011! Design Thinking for Creativity and ! Business Innovation! Idris Mootee (PART 1 of 10) © Confidential and Proprietary 2010 Idea Couture Inc.
Business! Design! Sciences! Humanity! Phenomenon of Industrial Artificial World! Natural World! Human Study! Economics! Experience! Methods! Planning! Modeling! Controlled Analogy Optimization! Synthesis! Experiment! Metaphor! Scale! Analysis! Evaluation! Values! Value ! Empathy! Objectivity! Subjectivity! Market Power! Needs! The ‘Truth’! ‘Justice’!
/ “No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern……using non- linear brainpower.”! - Kenichi Ohmae! 1985
system thinking! design thinking! business strategy! design! Source: 2007 CEO Innovation Playbook – Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking / process / tools / mindset / buzzword!
/ design thinking is not (or less) about design. It is about new capabilities to harness collective imagination and customer empathy to empower companies to think, act and organize differently. It involves rethinking about customer value, strategic futures, sustainable differentiation and system impact.! Source: 2007 CEO Innovation Playbooks – Idris Mootee!
/ design thinking is an iterative activity that only has broad guidelines but no fixed process. What’s more important is that critical insights, sensitivity to consumer needs and beautiful solutions comes from the creative chaos encouraged by creative dialogue and tangible visual artifacts. ! © Confidential and Proprietary 2010 Idea Couture Inc.
think think / feel ! feel! © Confidential and Proprietary 2010 Idea Couture Inc.
play and experiment! empathize and humanize! design thinking! think think / feel ! feel! sense and respond! © Confidential and Proprietary 2010 Idea Couture Inc.
/ this is not design thinking! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking and business strategy! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking is a new management wonder drug?! Organizations were battered by system level economic failure, extreme uncertainties, and the failure of traditional forms of leadership and management. They are gazing hopefully towards design thinking as a new wonder drug.! © Confidential and Proprietary 2010 Idea Couture Inc.
/ ‘design thinking’ is central to the future of innovation, but what might it imply for the social and environmental performance of business?! © Confidential and Proprietary 2010 Idea Couture Inc.
/ …. as ‘design thinking’ challenges dominant views of what constitutes proven knowledge in strategic planning, it also allows for more complexity and uncertainty in decision making.! © Confidential and Proprietary 2010 Idea Couture Inc.
/ business strategy! Growth ! Predictability ! Change! Relevance! Competition! Standardization! Capital! Culture! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking and business strategy! Growth (innovation and growth story)! Storytelling! Predictability (earnings and new products)! Strategic Foresights! Change (strategic agility)! Sensing / Sensemaking! Relevance (brand and CVP)! Value Redefinition! Competition (differentiation)! Experience Design / Service Design! Standardization (integration)! Observation Research / Humanization! Capital (intensity and efficiency)! Business Model Design! Culture (innovation and creative capital)! Prototyping! © Confidential and Proprietary 2010 Idea Couture Inc.
Market Shifts! Your Product Markets! Customer Needs! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved © Confidential and Proprietary 2010 Idea Couture Inc.
WHAT’S YOUR GROWTH STORY?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU PREPARE FOR CONTINUOUS DISRUPTIONS?! Source: 2005 Escape Velocity Knowledge Capital Publishing Idris Mootee !
HOW DO YOU DEVELOP MEANINGFUL DIFFERENTIATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU MAKE UP FOR THE DEHUMANIZATION CAUSED BY AUTOMATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
AND THE INCREASINGLY DIFFICULT-TO-SATISFY CUSTOMERS?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW FAST/WELL CAN YOU RESPONSE TO CHANGE?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU BUILD AND SUSTAIN A CULTURE OF INNOVATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU USE DESIGN THINKING TO POWER UP YOUR INNOVATION ENGINE?!
HOW DO MOBILIZE TO MAKE SENSE OF CONFLICTING DATA?!
HOW DO YOU MAKE SENSE OF THE FUTURES?! BLIND SPOT! BLIND TOMORROW’S SPOT! MARKET! VALUE BLIND RE-DEFINITION! REALIGNMENT! SPOT! TODAY’S CORE MARKET! SOCIAL SERVICE ENGAGEMENT! DESIGN! CUSTOMER INTERFACES! MARKET ADJACENCIES! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU MIGRATE TO A NEW S-CURVE?! Maturity! Discontinuity! Performance! Takeoff! Ferment! Time! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking application in business! Marketing and Research! Product Development! Business Strategy! Applied Imagination! Rapid Value-chain Experimentation! Redesign! New Lenses and Promote Customer Create Tangibility for Perspectives! Co-creation! Business Strategy! Embed Empathy! Put Management In Anticipate Customer’s Shoes! Disruptions! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking application in business! the creative enterprise! © Confidential and Proprietary 2010 Idea Couture Inc.
conceptualization! applied empathy! rapid prototyping! applied empathy! applied empathy! impact reduction during usage! the creative enterprise! design optimization! applied thinking e humanization! core! impact reduction pre applied empathy! and post consumption! third bottomline! new competitive logic! inspirationalization! Source: 2007 - 2011 CEO Innovation Playbook – Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking is the search for a magical balance between business and art; structure and chaos; intuition and logic; concept and execution; playfulness and formality; and control and empower.! ! ! ! ! ! - Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
Customer Value Chain Unmet Needs! + Reconfigurations! + Industry Foresight! Discontinuities! Horizontal! Industry Evolution! Market Shift! Vertical! Transformation! Disruptive Customer Co-creations! Industry Innovation ! Disintegration! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved © Confidential and Proprietary 2010 Idea Couture Inc.
Toolbox! Extreme Users Interview! Customer Observation and Immersion Days! Unmet Shadowing (Shopping Trips etc.)! Needs! Self Documentary (User camera study)! Behavioral Mapping! Discontinuities! Twitter Journal! Customer Pathways! Market Shift! Customer Journey Mapping! Disruptive Storytelling! Innovation ! Un-focus group! Human Factors! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved! © Confidential and Proprietary 2010 Idea Couture Inc.
executive office! Make sure someone has done it and proved that the market exists. design! strategy! It looks pretty cool. ! Need to make sure the market size is big enough so we can deliver volume.! Innovative New Product/ product Service marketing! development! We need to sell it for under $189.99 and with a good As long it lasts for more than 8 months until the next packaging and POP to make it stand out. And the large product cycle. ! channel partners like the idea.! © Confidential and Proprietary 2010 Idea Couture Inc.
MARKET VOICE! CUSTOMER TECHNOLOGY DESIGN VOICE! VOICE! THINKING! SYSTEM IMPACT!
Design Thinking for Creativity and ! Business Innovation! Idris Mootee (END OF PART 1 of 8) © Confidential and Proprietary 2010 Idea Couture Inc.

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Design Thinking for Business Innovation

  • 1. MAY 24, 2011! Design Thinking for Creativity and ! Business Innovation! Idris Mootee (PART 1 of 10) © Confidential and Proprietary 2010 Idea Couture Inc.
  • 2. Business! Design! Sciences! Humanity! Phenomenon of Industrial Artificial World! Natural World! Human Study! Economics! Experience! Methods! Planning! Modeling! Controlled Analogy Optimization! Synthesis! Experiment! Metaphor! Scale! Analysis! Evaluation! Values! Value ! Empathy! Objectivity! Subjectivity! Market Power! Needs! The ‘Truth’! ‘Justice’!
  • 3. / “No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern……using non- linear brainpower.”! - Kenichi Ohmae! 1985
  • 4. system thinking! design thinking! business strategy! design! Source: 2007 CEO Innovation Playbook – Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 5. / design thinking / process / tools / mindset / buzzword!
  • 6. / design thinking is not (or less) about design. It is about new capabilities to harness collective imagination and customer empathy to empower companies to think, act and organize differently. It involves rethinking about customer value, strategic futures, sustainable differentiation and system impact.! Source: 2007 CEO Innovation Playbooks – Idris Mootee!
  • 7. / design thinking is an iterative activity that only has broad guidelines but no fixed process. What’s more important is that critical insights, sensitivity to consumer needs and beautiful solutions comes from the creative chaos encouraged by creative dialogue and tangible visual artifacts. ! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 8. think think / feel ! feel! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 9. play and experiment! empathize and humanize! design thinking! think think / feel ! feel! sense and respond! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 10. / this is not design thinking! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 11. / design thinking and business strategy! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 12. / design thinking is a new management wonder drug?! Organizations were battered by system level economic failure, extreme uncertainties, and the failure of traditional forms of leadership and management. They are gazing hopefully towards design thinking as a new wonder drug.! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 13. / ‘design thinking’ is central to the future of innovation, but what might it imply for the social and environmental performance of business?! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 14. / …. as ‘design thinking’ challenges dominant views of what constitutes proven knowledge in strategic planning, it also allows for more complexity and uncertainty in decision making.! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 15. / business strategy! Growth ! Predictability ! Change! Relevance! Competition! Standardization! Capital! Culture! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 16. / design thinking and business strategy! Growth (innovation and growth story)! Storytelling! Predictability (earnings and new products)! Strategic Foresights! Change (strategic agility)! Sensing / Sensemaking! Relevance (brand and CVP)! Value Redefinition! Competition (differentiation)! Experience Design / Service Design! Standardization (integration)! Observation Research / Humanization! Capital (intensity and efficiency)! Business Model Design! Culture (innovation and creative capital)! Prototyping! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 17. Market Shifts! Your Product Markets! Customer Needs! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved © Confidential and Proprietary 2010 Idea Couture Inc.
  • 18. WHAT’S YOUR GROWTH STORY?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 19. HOW DO YOU PREPARE FOR CONTINUOUS DISRUPTIONS?! Source: 2005 Escape Velocity Knowledge Capital Publishing Idris Mootee !
  • 20. HOW DO YOU DEVELOP MEANINGFUL DIFFERENTIATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 21. HOW DO YOU MAKE UP FOR THE DEHUMANIZATION CAUSED BY AUTOMATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 22. AND THE INCREASINGLY DIFFICULT-TO-SATISFY CUSTOMERS?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 23. HOW FAST/WELL CAN YOU RESPONSE TO CHANGE?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 24. HOW DO YOU BUILD AND SUSTAIN A CULTURE OF INNOVATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 25. HOW DO YOU USE DESIGN THINKING TO POWER UP YOUR INNOVATION ENGINE?!
  • 26. HOW DO MOBILIZE TO MAKE SENSE OF CONFLICTING DATA?!
  • 27. HOW DO YOU MAKE SENSE OF THE FUTURES?! BLIND SPOT! BLIND TOMORROW’S SPOT! MARKET! VALUE BLIND RE-DEFINITION! REALIGNMENT! SPOT! TODAY’S CORE MARKET! SOCIAL SERVICE ENGAGEMENT! DESIGN! CUSTOMER INTERFACES! MARKET ADJACENCIES! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 28.
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  • 33. HOW DO YOU MIGRATE TO A NEW S-CURVE?! Maturity! Discontinuity! Performance! Takeoff! Ferment! Time! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 34. / design thinking application in business! Marketing and Research! Product Development! Business Strategy! Applied Imagination! Rapid Value-chain Experimentation! Redesign! New Lenses and Promote Customer Create Tangibility for Perspectives! Co-creation! Business Strategy! Embed Empathy! Put Management In Anticipate Customer’s Shoes! Disruptions! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 35. / design thinking application in business! the creative enterprise! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 36. conceptualization! applied empathy! rapid prototyping! applied empathy! applied empathy! impact reduction during usage! the creative enterprise! design optimization! applied thinking e humanization! core! impact reduction pre applied empathy! and post consumption! third bottomline! new competitive logic! inspirationalization! Source: 2007 - 2011 CEO Innovation Playbook – Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 37. / design thinking is the search for a magical balance between business and art; structure and chaos; intuition and logic; concept and execution; playfulness and formality; and control and empower.! ! ! ! ! ! - Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 38. Customer Value Chain Unmet Needs! + Reconfigurations! + Industry Foresight! Discontinuities! Horizontal! Industry Evolution! Market Shift! Vertical! Transformation! Disruptive Customer Co-creations! Industry Innovation ! Disintegration! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved © Confidential and Proprietary 2010 Idea Couture Inc.
  • 39. Toolbox! Extreme Users Interview! Customer Observation and Immersion Days! Unmet Shadowing (Shopping Trips etc.)! Needs! Self Documentary (User camera study)! Behavioral Mapping! Discontinuities! Twitter Journal! Customer Pathways! Market Shift! Customer Journey Mapping! Disruptive Storytelling! Innovation ! Un-focus group! Human Factors! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 40. executive office! Make sure someone has done it and proved that the market exists. design! strategy! It looks pretty cool. ! Need to make sure the market size is big enough so we can deliver volume.! Innovative New Product/ product Service marketing! development! We need to sell it for under $189.99 and with a good As long it lasts for more than 8 months until the next packaging and POP to make it stand out. And the large product cycle. ! channel partners like the idea.! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 41. MARKET VOICE! CUSTOMER TECHNOLOGY DESIGN VOICE! VOICE! THINKING! SYSTEM IMPACT!
  • 42. Design Thinking for Creativity and ! Business Innovation! Idris Mootee (END OF PART 1 of 8) © Confidential and Proprietary 2010 Idea Couture Inc.