DESIGN THINKING @gulayozkan www.geds.com.tr ESSEC Business School, - - PowerPoint PPT Presentation

DESIGN THINKING

ESSEC Business School, EMBA Program 12- 14, December 2019

@gulayozkan www.geds.com.tr

INTRO

Course Website (For Materials, Tools, etc) geds.com.tr/course ceooffice@geds.com.tr

• 3

GEDS is a design and innovation consultancy. We utilize design-driven methodologies in order to connect organizations with people they serve in novel ways. And for us, the process precisely starts from the real needs and desires of real people we are serving for –we call this “human-centricity.”

REFERENCES

• 6

OBJECTIVES

The goal is very simple: There is a “new” lens which allows you to look at your current Entrepreneurial Projects that you have been working on or your work in general, from human perspective by using design and design thinking tools to decrease your failure rate. I call this “The Design Lens.” At the end of the course, you should:

• i. Acquire a set of design and design thinking tools to look at your projects from human perspective
• ii. Understand basics of design thinking, design management and service design
• iii. Understand how design is a strategically super powerful tool that can bring an important

competitive edge.

C

Business Model Product Service User

C

Business Model Human Service Product

Shift

YOUR EXPECTATIONS? What would make you to think that it is worth to take this class?

8

COURSE FLOW - DAY 1

09:00- 09:05 Hello 09:05-09:15 Intro and Consent Forms 09:15-09:30 Aim and Overview of the day 09:30-10:20 Basic of Design Thinking - Big Picture - How Might We 10:20 - 10:30 Coffee Break 10:30 -11:00 The Problem Pitch + User Journeys + How Might We Exercise 11:00- 12:00 Pre-course work presentations 12:00 - 13:30 Lunch 13:30- 13:50 Intro the Service Blueprints 13:50:14:40 Maturolife + Intro the Service Blueprints 14:40- 15:30 Service Blueprint - Work 15:30- 16:00 Coffee break 16:00-17:30 Service Blueprint - Work 17:30 - 18:15 Brief Group Presentations 18:15 - 18:30 Summary of Day1

9

COURSE FLOW - DAY 2

09:00-09:15 Hello & Summary of day 1 - Intro of Day 2 09:15-10:20 Design Cases 10:20 - 10:30 Coffee Break 10:30 -11:30 Continue to Service Design Work 11:30- 12:00 Any groups want to present 12:00 - 13:30 Lunch 13:30- 14:00 Intro the Prototyping & Test 14:00:14:30 Group prepares prototyping methods and test within their groups 14:30 - 15:30 Prototyping methods and test with different people ( mix of groups) 15:30- 16:00 Coffee break 16:00-17:00 Iterated the ideas & services 17:00 - 17:30 Evealutions & Group Photo 17:30 - 18:15 Guest Speaker- Christine Kelly, the USA 17:30 - 18:00 18:15 - 18:30 End of Course

• 10

"Thinking by doing" vs. "Thinking by planning"

LET’S GET FAMILIAR WITH THE PRACTICE

• 12

What is Canvas? Why do we need canvases?

How do you think this footwear would help you? How easy do you think these would be for you to use? How do you like the way they look? Do you think they would appeal / be useful to your spouse or your friends? For what activities might you wear them? ____________________________________________________________________________ What do you like most about this concept? ____________________________________________________________________________ What do you not like about it? ____________________________________________________________________________ What would you change? ___________________________________________________________________________ Which of the following would you consider most important when purchasing a new pair of shoes? Please circle. Attractive design Fitting & Comfort Durability

Footwear concept # ______

• 13

What is Canvas? Why do we need canvases?

BASICS - 101

You can use the mindset of design to create objects

You can use the mindset of design to create services, cultures.

The violence and aggression against hospital staff costs the NHS at least £69 million a year in staff absence and additional security.

Designing Customer Experience 
 Hospital Accident & Emergency departments in UK

Designing Customer Experience 
 Hospital Accident & Emergency departments in UK

Hospital A&E Touchpoints

Results

The redesign cut aggressive behaviour and threatening language by 50 %. Swearing and offensive language in A&E departments was reduced by nearly a quarter following the design work. Three-quarters of A&E patients surveyed said that the redesign has reduces their frustration during waiting times, while 88% said it clarified A%E patient process. For every £1 spent on the project, £3 was generated in benefits Cost of implementation for the two solutions as a package is £65,000.

20th - 21st century

Marco Mascorro, Fellow Robots

360 People of Sara Horowitz

360 People ecological societal financial

Sara Horowitz

Changing the Questions

“If there is a new value system, we need to ask new questions to redefine the

• problem. If everything is

changing, questions must change too. This is where design enters into the picture.”

Banny Banerjee - Stanford ChangeLabs

Wicked Problems

Some problems in design and planning have “complex and multidimensional” characteristics. These unique problems are made up of components that couldn’t precisely be

• identified. Therefore there was no absolute or single
• solution. “Solutions to wicked problems are not right or

wrong, only better or worse.”

• 1973, design theorists Horst

Rittel and Melvin M. Webber, Berkeley University

Design Thinking

“It is this element of design practice that, we separate from the tangible and applied to intangible problems, is often termed design thinking.”

• Hilary Collins, SCAD;

“Can design thinking still add value?”, dmi:Review

“a solution is either right or wrong.”

Design vs Design Thinking

Design can be defined as a purposeful creative activity for answering people’s needs. Design thinking, on the other hand, is the application of the creative problem-solving approach of design in almost everything. “Design thinking is more abstract than design.”

Roger Martin, the Dean of Rotman School of Management,

Abductive Thinking: Taking your best shot

Abductive Thinking: Taking your best shot

Technology - Business - Design

Design Technology Business

Technology - Business - Design

Design Technology Business How everybody starts

Current Approach

As many as 95% of new products introduced each year fail.
 About 75% of venture-backed firms in the U.S. don't return investors' capital. Ideas

star

Problems

User-driven Approach

Ideas

"human data” based ideas Entrepreneurial process

Technology - Business - Design

34

Juicero: A 120 Million Dollar Idea

“Juicero’s mission is to make it dramatically easier and more enjoyable to consume more fresh, raw fruits and vegetables, and that’s a really tough nut to crack,” 
 Juicero CEO Jeff Dunn

35

Juicero: A 120 Million Dollar Idea

https://www.youtube.com/watch?v=5lutHF5HhVA

Design vs Design Thinking

This is where we will start Design Technology Business

• 37

C

Business Model Product Service User

C

Business Model Human Service Product

Shift

Shifting the Focus

• 38

Design Process?

UNCERTAINTY / PATTERNS / INSIGHTS

CLARITY / FOCUS RESEARCH CONCEPT PROTOTYPE DESIGN

Design Process?

RESEARCH

EMPATHY DEFINE IDEATE PROTOTYPE TEST

40

Juicero: A 120 Million Dollar Idea

• Is there any actual health

benefits to juicing?

• Who is our target

audience?

• Can this be integrated in

to their daily routine?

• How can we use this to

improve their overall experience?

• What prevents them from

pursuing a healthier diet?

By B. Joseph Pine II and James H. Gilmore. Aug 98

Experience Economy

Experience economy theory by Pine and Gilmore is not a design thinking/design theory. I am sharing to show you that different perspectives agree that staging experience is important and bring competitive edge in the market.

Experience Economy

Question: Where should we add DT to the existing process of the companies?

COMPLEXITY OF SEVERAL METHODOLOGIES

44

+ +

Design Thinking LEAN AGILE Explore the problem Build the right things Build the thing right

COMBINING METHODOLOGIES

45

HOW MIGHT WE?

Design Process?

RESEARCH

EMPATHY DEFINE IDEATE PROTOTYPE TEST

Poblem definition How might we?

Search the data for valuable bits of

• information. This stage is

done individually by the

• researchers. Definition
• f value is determined by

the researcher. Note these bits on post its. They are the data

• points. Insights will be

derived from these. Internalize the data points. Find relationships between

• them. Some data points can
• verlap. Use them multiple
• times. Generate a meaning

for each group with a short

• sentence. Label the

meaning in a different color post it. Here, we generate the essence of the group. The core meaning. This should not be reducible to anything

• deeper. These yellow post its

are our insights.

Synthesis Process

How might we?

“Teenage girls need… to eat nutritious food… in order to thrive and grow in a healthy way.“

• How Might We make healthy eating appealing to young

females?

• How Might We inspire teenage girls towards healthier

eating options?

• How Might We make healthy eating something, which

teenage girls aspire towards?

• How Might We make nutritious food more affordable?

How might we?

Use your paint points or in insights… then Ask How might we advertise our restaurant that people can easily find? How might we make a service that kids can xx during the sleep

SERVICE DESIGN BLUEPRINTS

• 52

SERVICE DESIGN MAP

Ref Medium post

• 53

SERVICE DESIGN MAP

Ref Medium post

• 54

JOURNEY MAPPING

Ref Medium post

• 55

SERVICE BLUEPRINT

Ref Medium post

• 56

OUR CANVAS

EXAMPLE CANVAS

EXAMPLE CANVAS

https://creately.com/diagram/imk0fc3p1/KFC%20Service%20Blueprint%20Online

EXAMPLE CANVAS with EMOTIONS

EXAMPLE CANVAS with EMOTIONS

EXAMPLE CANVAS:Car Park, Multi stakeholders

EXAMPLE CANVAS:Car Park, Multi stakeholders

EXAMPLE CANVAS with EMOTIONS

CASE: MATUROLIFE

20 PARTNERS 9 COUNTRIES 7 LANGUAGES 6 TYPES OF ORG

Metallisation of Textiles to make Urban living for Older people more Independent and Fashionable

Design Management

Design Lead

Design Lead Design Research

User-Driven Innovation Project

Interaction Design Service Design

1

End-User Recruitment

2

User Research

3

Data Analysis Synthesis

4Ideation 5Prototyping 6

Test/ Worksho p

User research must be done in order to draw insights Ideally there should be one
 encompassing recruitment for all of the research process. Insights and design principles will be generated at this stage Ideation and product for service ideas generation will follow synthesis, and be guided by the insights Selected concepts will be prototyped, and sufficient time needs to be given Prototypes will be tested at workshops

A Generic View

In 9 Countries In 7 Languages 37 Interviews 46 Workshop Attendees

A Generic View

Turkey Poland Slovenia France

Germany

UK Spain Italy Belgium UK EXPLORATORY CO-CREATION WORKSHOPS FOCUSED CO-CREATION WORKSHOPS

Co-creation workshops

UNDERSTANDING & MAPPING

Design Capabilities of Design & Non-Design Teams

GAP DEFINITION + DEFINING DM STRATEGY AND TOOLS DESIGN TOOLS EXECUTION

37 interviews Creating a Common Group of Understanding Product Design Specification and Experience Highlights Problem Definition Understanding The Problem Positioning & Sense Making Building Possible Scenarios Early concepts Design Briefs 2 Furniture Focused Workshops 2 Clothing Focused Workshops 2 Footwear Focused Workshops Design Brief & Concepts Issued 4 co-creation workshops

D I V E R G E T H I N K I N G D I V E R G E T H I N K I N G DIVERGE THINKING DIVERGE THINKING DIVERGE THINKING DIVERGE THINKING CONVERGENT THINKING CONVERGENT THINKING C O N V E R G E N T T H I N K I N G C O N V E R G E N T T H I N K I N G ITERATIONS CONVERGENT THINKING CONVERGENT THINKING

Design Management

Design Management

2nd day

Who is creative?

Creativity is a muscle.

Why are we doing this?

Why are we doing this?

Research Persona, Journey Reframd Problem Service Design

Why are we doing this?

Research Persona, Journey Reframd Problem Service Design

Why are we doing this?

CASES

Lack of tools and expertise for the earlier stages of the journey

Service Blueprint – What Stands Out

Designing a School System from the Ground Up

Scaling an entire network of schools for the growing Peruvian middle class.

Innova has opened 41 schools, with more than 32,000 students enrolled

Alongside the Innova team, IDEO developed the curriculum, teaching strategies, buildings,

• perational plans, and

underlying financial model to run the network of

• schools. The cost of school

is about $100 a month.

Turning digital life into a physical library that we can play share or display. Taps, the wooden blocks to re- materialize online content.

QLEEK: Bridging the offline-online gap

“Qleek offers a decorative and aesthetically streamlined means

• f storing and

playing music, designed to fit into its surrounding

• environment. “

QLEEK: Bridging the offline-online gap

https://getqleek.com/

Genomics Startup: helix.com

Genomics Startup

IDEO engaged a range of users, including early adopters of at- home genetic tests and “quantified self” enthusiasts, and surveyed potential Helix customers across the country. That qualitative and quantitative research validated Helix’s “app store” business model and provided key insights into the products people were most interested in.

Genomics Startup

Through the partnership, Helix uncovered what users need most from a genomics company:

• to prioritize the accuracy and

privacy of DNA test results

• to encourage a sense of

discovery and exploration of

• ur genes
• to celebrate each individual’s

unique qualities

Genomics Startup

Create a personalized meal plan, learn about your metabolism, and more with products in the Nutrition category of the Helix store.
 


In Architecture

At AKKA, we are a team of architects, engineers, designers, urbanists, strategists and thinkers, specialized in designing spaces that foster

Impact Hub Amsterdam

Stage 1: Appreciate - “How can we understand what we need our future space to really be?” Who is the community that will use this space? What are different patterns within the users based on their needs? One of the outcomes of this stage is a document they call Home Language that visually captures the culture

• f the people that will use

the space.

Stage 2: Kernel - “How can a shared vision be created among a group of different people?”

Just like the other stages of the Architecting Interaction process, the kernel stage is a participatory process and we collaborate with the community to make sure their insights are included.

Stage 3: Kickstart - “How do we make our vision reality?”

schematic design, design development, construction drawings, permits, tender, construction…

Stage 4: Adaptation - “What happens after we move into the space?”

When people move in, the last stage of adaptation can

• begin. On a monthly,

quarterly or yearly basis, depending on the company’s culture, they continue to adapt and refine the space

Danish Design Ladder - Extended

Edge Personas

Ref: IDEO

PROTOTYPING

Prototyping

Prototyping

Prototyping

Prototyping

Prototyping

https://www.youtube.com/watch?v=M66ZU2PCIcM

Service Prototyping: Role Playing

The role play typically requires to define some roles (e.g. the user, the service employee, etc.) and prepare rough prototypes or other materials that can facilitate the performance. While a team is acting out their story, the rest of the audience learn about the idea, understand the high-level sequence of actions required and get to know the hero moments.

Tips for How to Prototype a Service: https://www.youtube.com/watch?v=Szw6KlTMUT4

Design Process?

RESEARCH

EMPATHY DEFINE IDEATE PROTOTYPE TEST

Poblem definition How might we?

TEST

CASES

JULEP: Redesigning the nail-painting experience for both hands

FOTILE Kitchen Appliances Company

Dishwashers were relatively uncommon in Chinese households, as the typical kitchen didn’t have space for a standard appliance. The teams found that unlike in Western cooking, where several kinds of cookware are used for different dishes, Chinese cooks tend to use the same cookware to prepare all of their dishes.

Fotile’s Sink Dishwasher.

Future of Urban Farming

Urban farmers will sign up for “farming as a service,” comprising the units themselves, as well as a monthly subscription for seeds, cartridges filled with nutrients, and a pH regulator. As well as remotely regulating each unit’s climate, the app will educate growers about new vegetables and herbs, selling packs of complementary seeds, with suggested recipes for them, and cooking instructions. Aiming to promote biodiversity, the firm will sell rare-breed and heirloom seeds too.

Farming as a Service

VALUE OF DESIGN

https://www.youtube.com/watch?v=nNy1wxnFq8Y

VALUE OF DESIGN

Design-centric businesses had outperformed the S&P by 228 percent over the past 10 years.

FROG: FUTURE TRENDS REPORT

https://www.frogdesign.com/trends2020

DESIGN in TECH REPORT: Where Design goes

https://designintech.report/2019/03/09/design-in-tech-report-2019/

DESIGN in AI REPORT by Tezin

https://www.tezign.com/designer/#/share/y1s0zsxwa/case?_k=irevwg

范凌 by Ling Fa n 中国 上海渚 ⻩黅浦 区

geds.com.tr info@geds.com.tr