Design Thinking Design Thinking Is Innovation magic? Asked to - PDF document

Design Thinking Design Thinking

Is Innovation magic? Asked to describe innovation processes, Tim Brennan of Apple’s Creative Services drew the following picture: 2

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The Growth Leader Field Research Survey Database 70+ leaders from the U.S. and Europe operating in the for profit and not for profit sectors not-for-profit sectors Criteria for Selection Mid-line or business unit managers responsible for significant organic Mid-line or business unit managers responsible for significant organic growth and innovation Methodology Methodology -Personal interviews -DiSC Assessments -Peer surveys y 4

Organizations included ON MASO GENERAL ELECTRIC. MERRILL LYNCH EON IBM IBM CORNING INC DISCOVERY COMMUNICATIONS MASTERFOODS/M&M MARS MASTERFOODS/M&M MARS RAYTHE EGG NBC UNIVERSAL DANAHER ROYAL PHILIPS ELECTRONICS CAPITAL ONE STONYFIELD FARMS HEWLETT-PACKARD COMPANY LE PROCTER & GAMBLE SULLAIR PROCTER & GAMBLE SULLAIR DHL INTERNATIONAL DHL INTERNATIONAL A CT USA HAMILTON SUNDSTRAND DELL NORTHWESTERN MUTUAL PP INTL BEST BUY GE VENDOR FINANCIAL SERVICES HEWLETT-PACKARD COMPANY TARGET TARGET G DIREC CPP INTLCP PFIZER ING

A story about 2 managers… George’s Cycle Stable Environment I do the job right, so I usually get an “A” and … This confirms … OUTLOOK Make consistent M k i t t progress Limit UNCERTAINTY Make calculated Make calculated investments Select progressive Reduce risk with NEW EXPERIENCES research and data research and data Develop expert Focus on a REPERTOIRE few clear ideas Consider customers objectively

7 George’s Cycle George’s Cycle Stable Environment Stable Environment Unstable Environment Unstable Environment Life is a test, Life is a test, I do the job right, therefore avoid so I usually get looking foolish and … an “A” and … This confirms … This confirms … OUTLOOK Fail more often Make consistent in new situations progress Fear Limit UNCERTAINTY Make calculated Make calculated Place big bets Place big bets, investments Avoid slowly Select new progressive Manage risk Reduce risk with NEW EXPERIENCES through analysis through analysis research and data research and data Develop Have narrow expert Find only a few Focus on a incremental ideas few clear ideas REPERTOIRE Consider customers Understand customers objectively only as data

Choosing a Mindset George’s Cycle Geoff’s Cycle Life is a test, Life is a journey Life is a journey Fixed Mindset Fi d Mi d t Growth Mindset therefore avoid of learning, looking foolish and … therefore … This confirms … This confirms … OUTLOOK Succeed more often Fail more often in new situations Accept Fear in new situations UNCERTAINTY Place big bets Place big bets, Place small bets Place small bets, slowly quickly Seek Avoid new new Manage risk Manage risk NEW EXPERIENCES through action th h ti through analysis th h l i Build Have broad narrow Detect multiple hidden Find only a few growth opportunities incremental ideas REPERTOIRE Develop customer Understand empathy customer data

How can you create an create an environment that h l helps George find G fi d the innovator inside?

How can you create an create an environment that h l helps Geoff and G ff d George work together?

What is Design Thinking?

Design as a Problem Solving Approach Better Reflecting the Reality of What Growth Leaders Actually Do

14 What is ? Case Study | The Good Kitchen

[Design Tool] Journey Mapping Traces the journey of a customer as they experience a product or service.

16 Case Study | The Good Kitchen

Key Insights • Seniors were embarrassed to accept government assistance • Loss of control over food choices was painful • They were lonely eating alone and missed the seasonal food of their youth. • Workers were bored and unmotivated creating the same meals day after day

18 What if ?

[Design Tool] Co-Creation Inviting key stakeholders into the design process.

20 Municipality Municipality Employees of Employees of officials residential care centers Workshop Workshop Experts in Experts in Participants elderly issues Volunteers Kitchen workers

21 What if this public-service food-delivery organization were a restaurant ? organization were a restaurant ?

Trigger Questions 22  kitchen restaurant  cooks chefs   vehicles waiters   description description menu menu

23 What wows ?

The Wow Zone What wows? We can Stakeholders do it want it WOW WOW The economics can sustain it 24

[Design Tool] Prototyping Make it tangible and concrete. Draw a picture, tell a story, take a photo, make a map . . .

26 What works ?

[Design Tool] Learning Launch A small experiment that tests your new idea in the real marketplace.

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30 “If you have professional If you have professional pride, you’ll also cook good food. Good food has to come f from the heart!” th h t!” – Anne Marie Nielsen, Director of The Good Kitchen

What are the opportunities associated with design thinking? - Produces higher order solutions - Introduces hypothesis-driven thinking in a user- friendly way - Facilitates team learning and collaboration - Helps George navigate uncertainty and messiness with reduced anxiety - Project-based learning is ideal for managers - Readily scalable thru toolkits and online learning

Specialization in Design Thinking and Innovation Design Thinking 1: Design Thinking 2: Insights to Inspiration Ideas to Action Advanced The Innovative Discovery Tools Discovery Tools Workplace Workplace http://bit.ly/darden-innovation