Design Thinking Principles - Daniel Bartel

20.02.2014

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http://futureatschool.files.wordpress.com/2010/10/img_78811.jpg

Iran Entrepreneurship Association"Design Thinking! – Workshop for

user-centered innovation“

About Daniel Bartel

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Hands-onConsultant

• Corp. Entrepreneurship

• Design Thinking

• Lean Startup

LeanEntrepreneur

• Human-Centered

• Community-Builder

• 5 Projects, 1 Success

AwesomeOrganizer

• Mostly Non-Profit

• Certified SW Facilitator

• OuiShare / KoKonsum

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Institute for Business Innovation

+ OUR NETWORK

WE EDUCATE CORPORATIONS IN THINKING/ACTING/BEING LIKE A STARTUP.

DANIEL BARTEL

Business Innovation

Evangelist

BENJAMIN BESTMANN

Business Innovator &

Founder

DR. WINFRIED RICHTER

Entrepreneur, davor

Corporate-Executive

ADRIAN THOMA

Serial Entrepreneur

• BOB DORF (The Startup Owners Manual)

• ROB FITZPATRICK (The Mom Test)

• SAL VIRANI (Leancamp)

• And many more

• STEVE BLANK (4 Steps to Epiphany)

• ALEXANDER OSTERWALDER (Business Model Generation)

• YVES PIGNEUR & ALAN SMITH (Business Model Generation)

• PROF. DR. GUNTER DUECK (ehem. CTO IBM)

PROF. DR. NILS HÖGSDAL

Wissenschaftlicher

Begleiter

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Test

http://www.youtube.com/watch?v=IGQmdoK_ZfY

Business

TechnologyHuman

Human-Centered Design

Process Innovation

Functional Innovation

Emotional Innovation

“Experience“Innovation

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Embrace

http://embraceblog.org/2012/03/ http://files.gereports.com/wp-content/uploads/2009/10/mrii_kids.jpg

www.gereports.com/pediatric-design-turns-scary-mris-into-adventures

Rethink!

http://technology-headlines.com/2010/11/16/1832/

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multidisciplinary teams

© HPI / D-School / Kay Herschelmann

velocity

© HPI / D-School / Kay Herschelmann

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prototyping

http://www.flickr.com/photos/cannedtuna/6491204853/

POV

Problem Solution

http://humanitieslab.stanford.edu/Bootcamp/Home

Design Thinking Process

It‘s your turn

Wallet Game

Conclusion

1. Human-centered design: empathy and feedback are fundamental for good design

2. Prototyping: Not only for testing but also as part of the innovation process � Build to learn

3. Action: Design Thinking is more “design doing“ instead of thinking and talking

4. Showing results doesn’t suffice: create experiences, illustrations and narrations make visions clearer

5. The power of iterations: Several repetitions lead to success, ex. repeating interviews

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POV

Problem Solution

http://humanitieslab.stanford.edu/Bootcamp/Home

Design Thinking Process

empathize define

ideate prototype

test

© HPI / D-School und andere

incremental vs. iterative

incrementing calls for a fully formed idea.

“iterating” builds a simple version, validates it, then slowly builds up quality.

Bigger OutCOME!

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T-shaped People

POV

Problem Solution

Design Thinking Process

1. Empathize

What is the problem?Makro & mikro levelSocial, economic, political, technical factsReframe the problem

1. Empathize

Who is your user?

Sociodemographic dimensions, life styles, problems, habits, insights, context

Create empathy!

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Desk Research- become an Expert -

© HPI / D-School / Kay Herschelmann

Empathize & Examine

Metaphors and Analogies

Time

Culture

© HPI / D-School und andere

Digg for needs, wishes & insights Observe

• Miss-use

• Workaround

© HPI / D-School und andere

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http://startupdigest.com/paul-bennett/ http://startupdigest.com/paul-bennett/

http://www.imagesu.net/img-formula-one-pit-stop-action-1795.htmhttp://animalpetdoctor.homestead.com/surg2.jpg

1. Empathize

Finding analogies

POV

Problem Solution

Design Thinking Process

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Point of View

Define the point of view

USER (=persona), NEED, INSIGHT

One sentence:

<USER> requires something, to <NEED>, that/but/surprisingly <INSIGHT>

POV

© HPI / D-School und andere

Empathy Map

© HPI / D-School und andere

Empathy Map

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Reframe

How can we…

… persona …

… situation / environment …

… problem …?

Example

How can we help a stressed mother to get

sufficient time for wellness in the morning

without her being late for work?Problem

User

Setting

POV

Problem Solution

Design Thinking Process

the best way to get a good idea is to get a lot of ideas.

— linus pauling, nobel prize chemist

the best way to get a good idea is to get a lot of ideas.

— linus pauling, nobel prize chemist

(image: ideaelevator.co)

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• Only one person speaks

• Boost crazy ideas

• Postpone criticism

• Quantity is important

• Stick to the topic

• Develop ideas of others

• Work visually

© HPI / D-School und andere

Brainstorming

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© HPI / D-School und andere

Warm up

Problem Solution

POV

Design Thinking Process

Prototyping Pretotyping

http://www.openideo.com/open/web-start-up/inspiration/pretotype-building-the-right-it-vs.-building-it-right/

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Problem Solution

POV

Design Thinking Process… fail early and often

http://www.pdfpedia.com/download/12464/lecture-9-prototyping-pdf.html

Testing

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Present! Make it vivid!

Positive feedback What could we change?

New questions New ideas

?

Feed back Design New Business

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65 66

Connecting the Dots

Design Thinking

Business Model Canvas

Lean Startup

Problem

Business Model

Running Lean

Idea

… how will you take advantage of human-centered Design

tomorrow?

Daniel Bartelhello@daniel-bartel.de

@danbar87

Further reading• Change by Design: How Design Thinking Transforms Organizations and

Inspires Innovation: | Tim Brown

• The Design of Business: Why Design Thinking is the Next Competitive Advantage | Roger L. Martin

• Design Thinking: Integrating Innovation, Customer Experience, and Brand Value | Thomas Lockwood

• This is Service Design Thinking: Basics, Tools, Cases | Jakob Schneider

• The Art of Innovation | Tom Kelley

• 30 Minuten Design Thinking | Jochen Gürtler, Johannes Meyer

• The Back of the Napkin | Dan Roam

• Design School Confidential | Steven Heller und Lita Talarico

• Make Space: How to Set the Stage for Creative Collaboration | Scott Doorley

• Disrupt: Think the Unthinkable to Spark Transformation in Your Business |Luke Williams

• Designing for Growth: A Design Thinking Toolkit for Managers | Jeanne Liedtka

• Business Model Generation | Alexander Osterwalder

• Design Thinking | Hasso Plattner, Christoph Meinel, Ulrich Weinberg