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Design Thinking INTRODUCTION

Design Thinking - introduction

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Design ThinkingINTRODUCTION

Agenda

1. Design in business

2. Design thinking: idea, definition, history

3. Case studies

Design in business

Design was a process applied to physical objects.

Effective design was behind the success of many commercial goods.

David Kelley

Founder of IDEO

PRODUCT

UX

STRATEGY

SYSTEM

idea, definition, history

Studies on design, visual thinking,

human-centered design

Introduction of IDEO,

First publications on DT

Shift to business perspective,

2005 – Stanford d.school

2007 – HPI d.school

60’-80’ 90’’ 2000 - …

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO IDEO

Process

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

ITERATE (time to fail) IMPLEMENT

Empathize

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Time to understand user,

situation, context, deep

needs and beliefs.

Tools:

OBSERVATIONS

INTERVIEWS

EMPATHY MAPS

PERSONAS

MOODBOARDS

Define

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Analyze and structurize

outputs of your research.

Build a certain point of

view – the base for further

research.

Define a problem without

thinking about solutions.

Formulate an insight –

foundation of further

problem solving.

TOOLS:

CHALLANGE MAP –

BASADUR

Ideate

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Generate ideas.

Tools:

Brainstorms

Affinity map

Prototype

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Try to solve the problem

with prototypes.

Tools:

Paper & pencils

Scenes

Wireframes

Test

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Ask, discuss, present

prototypes. Gather

feedback and react.

Design thinking principles

interdiciplinary teams

full engagement

do over think

creative mindset

human-centered solutions

based on

qualitative research

case studies

Shimano

Airbnb

first Airbnb guests financial crisis refusals

The Good Kitchen

define ideateempathize prototype test

input:

To fix the menu

output:

new name, uniforms,

communication,

packaging

disconnection

alienation

shifting mental

models

need help?

Magdalena Marciniak

Tweet me: @MarciniakMm

[email protected]

Sources

The Good Kitchen Case Study: https://www.youtube.com/watch?v=_gxBBVDzQO8

Shimano Case Study: http://designthinking.pl/shimano-mniej-znaczy-lepiej/

Airbnb Case Study: https://medium.com/@arasuarun/how-i-learnt-design-thinking-the-right-way-the-story-of-airbnb-119945932a0

Harvard Business Review September 2015 „The Evolution of Design Thinking“ https://hbr.org/archive-toc/BR1509?cm_sp=Article-_-Links-_-Magazine%20Issue