Design Thinking - km.li.mahidol.ac.th · Research and design service center, KMUTT. Leading multidisciplinary team that provides wide variety of services from research, strategy,

Internal used only. ©2016-2019 All rights reserved.

Design Thinking How to make product/service people love

Research and Design Service Center, KMUTT (redek)Email: [email protected]: 02.211.7942 / 085.127.0175


Apitan LeeDeputy Director Research and design service center, KMUTT.

Leading multidisciplinary team that provides wide variety of services from research, strategy, planning, to design. In-depth understanding of Thai industries, and proven successful projects in various sectors of the business.


Why NPDD fails

Inadequate Market Analysis

Product Problems and Defects

Lack of Effective Marketing Effort

High Costs than Anticipated

Competitive Strength and Reaction

Poor Timing of Introduction

Technical or Production Problems

All Other Causes

24%

16%

14%

10%

9%

8%

6%

13%

Source: Cooper & Klienschmidt, 2001


How do you solve the problem?

Will users accept the solution?


What problem will you solve and

why?


Common Thinking

Problem /Opportunity

Solution


Design Thinking

Problem /Opportunities

AlternativeSolutionsEmpathy

ContextualUnderstand

Prototype& Test

Iteration

Insight


Project Nature

WHY WHAT HOW

Internal used only. ©2016-2019 All rights reserved.Project Nature

New territory

New territory

New territory

New territory

New territory

New territory


multi-talented individualsin a team to

voyage through emerging constrains while explore and test

the possibilities


TechnicalBusinessCreative


Standford d.school Design Thinking Process

Empathize

Define

Ideate

Prototype

Test

Implement

• Personas• Relationship Map• Challenges-

Pain Points• Business Model• Tech Constrains

• Observation• Interview• Immersion• Desk Research

• Brainstorm• Crazy 8• 10x10• Lotus Blossom• Morphological

Analysis• Customer Journey

• Role play• Interview• Product Trial• Usability Test

• Mockups• Storyboards• Wireframe• Poster/Brochure

Problem Space Solution Space


Design Thinking


Failure is Necessity

“fail early, fail often,”

IDEO + fail cheaply

Internal used only. ©2016-2019 All rights reserved.Key Focus

Key Principle


TechnologyFeasible

BusinessViable

UserDesirable

BusinessModelGeneration

HumanCenteredDesign

CreativeProblemSolving

Internal used only. ©2016-2019 All rights reserved.Key Principles

Feasible


Choices of Technique

and Constrains


Viable


Make money and Sustain


Desirable


EngageEmotion

and

Cognition


Pre-service

During-service Post-service

What trigger customer to consider my product and what way can I communicate with

them?

What are decision at end-of-product-life or non-use period

and why? What function / features really means to customer and why?


Ideate


Brainstorm

Ideation Tools

Anatomy1. Topic2. Moderator3. Note Taker

Rule1. Defer judgment2. Encourage wild ideas3. Build on the ideas of others4. Stay focused on the topic5. One conversation at a time6. Be visual7. Go for quantity


Prototype &Test


Service Prototype

Make it tangible, Make it visual, Make it interaction

http://designforservice.wordpress.com/eilidh-dickson-interview/

Travel global | Read local is a library project for hotels and their guests. In order to prototype the experience, the brochures, the order forms and the mini catalogues were produced and distributed to guests when they check in to a hotel, including questionnaires for collecting their feedbacks about the service. The designers observed for a day the guests while receiving the brochure when check in, pointing out their reactions and how receptionists were able to support the service delivery.

Idea Development Tools

http://designforservice.wordpress.com/eilidh-dickson-interview/


VDO Presentation


Q & A

Slide Number 1Slide Number 2Why NPDD failsSlide Number 4Slide Number 5Slide Number 6Slide Number 7Project NatureSlide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31

Documents

Design Thinking - km.li.mahidol.ac.th · Research and design service center, KMUTT. Leading multidisciplinary team that provides wide variety of services from research, strategy,