Scribd Logo
Upload

Welcome to Scribd!

  • 1 views

    7 CID Design Thinking Overview

    Uploaded by

    Trần Hà Kiều Vi

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    7 CID Design Thinking Overview

    Uploaded by

    Trần Hà Kiều Vi
    1 views17 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1 views17 pages

    7 CID Design Thinking Overview

    Uploaded by

    Trần Hà Kiều Vi

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Creativity, Innovation & Design

    Introduction to Design Thinking


    &
    DT techniques and tools

    Prepared by Dr Gerrit de Waal 1


    What is meant by design thinking?
    Design thinking is ‘an analytic and creative
    process that engages a person in opportunities
    to experiment, create and prototype models,
    gather feedback, and redesign’ (Razzouk &
    Shute 2012, p. 330)

    Design thinking is:


    • used to solve real world problems
    • an end-user centred approach to problem
    solving
    • use of design techniques Image source: https://www.bbva.com/en/can-world-banking-learn-
    • a process that involves multiple stages design-thinking/

    2
    TWO DIFFERENT PERSPECTIVES

    versus

    3
    The link between the three processes

    Organizational
    Design Thinking Competitiveness

    Profitability
    Creativity Innovation

    Social and other


    outcomes

    4
    (Liedtka & Ogilvie, 2011)

    5
    Design Thinking (Liedtka & Ogilvie, 2011)
    A Creative Problem Solving Technique

    SMART people start here


    Most people start here with an ill-
    2 conceived Value Proposition / Solution

    1 4
    0

    DEFINE
    WHICH ‘DISCOVER’
    ALTERNATIVE DEVELOP DELIVER
    PROBLEM PROBLEM
    SOLUTIONS

    FIND UNDERSTAND EXPLORE PROTOTYPE EVALUATE


    4 x Open and Closed modes of Design Thinking

    CREATIVITY CONSOLIDATION

    7
    7
    Phase 0: Which problem to solve?

    UNHAPPY?

    FRUSTRATED?

    DISGUSTED?

    SHOCKED?
    8
    9
    How it really happens …

    10
    10 Prominent tools, but there are more…

    DISCOVER DEFINE DEVELOP DELIVER

    Future
    possibilities
    Current reality Make choices

    Take to
    marketplace

    11
    Phase 1 Tools to get a deep understanding of PROBLEM

    1. Visualisation 5. Value Chain


    - Storyboarding
    - Storytelling
    - Drawings / Videos / Photos

    2. Journey Mapping 6. Empathy Mapping


    - including Personas

    3. Ethnography 7. Mind Mapping


    - Observation
    - Interviews

    4. Root-Cause Analysis
    - Ishikawa
    - 5 Why’s
    - Pareto 12
    Phase 1 Conclusion: What problem(s) are your
    customers trying to solve?

    GAINS
    What are their
    greatest desires?
    What must be
    done better? TASKS
    • Functional
    • Social
    • Emotional
    PAINS
    What must be
    eliminated?

    13
    Pub Example – identifying the problem(s)

    14
    15
    VALUE
    PROPOSITION
    CANVAS

    DESIGN
    POSSIBLE SOLUTIONS

    16
    Design Thinking Phase 2: What if?

    Problem-Solution (Best Concept) Fit


    OBSERVE
    PROBLEM

    https://www.youtube.com/watch?v=aN36EcTE54Q

    http://www.businessmodelgeneration.com/canvas/vpc
    References
    Brown, T. (2008). Design Thinking, Harvard Business Review, vol. 86, no. 6, pp. 85-92.

    Dunne, D. (2018). Design thinking at work: How innovative organizations are embracing design,
    University of Toronto Press, Toronto, Canada.

    Liedtka, J. (2018). Why design thinking works, Harvard Business Review, viewed 30 March 2020,
    https://hbr.org/2018/09/why-design-thinking-works.

    Maurya, A. (2012). Running Lean: Iterate from Plan A to a Plan That Works. O’Reilly.

    Liedtka, J., & Ogilvie, T. (2011). Designing for Growth: A Design Thinking Tool Kit for Managers:
    Columbia Business School Publishing.

    Razzouk, R. & Shute, V. (2012). What is design thinking and why is it important?, Review of
    Educational Research, vol. 82, no. 3, pp. 330-348.

    17

    You might also like