next36 design thinking_intro_4x3_v2

Design Thinking IntroWayne Pau, Emerging Technologies SAPJuly 30, 2014

© 2012 SAP AG. All rights reserved. 2

My Apology Slide

“If I'm curt with you it's because time is a factor. I think fast, I talk fast and I need you guys to act fast if you wanna get out of this. So, pretty please... with sugar on top…”

- Winston Wolfe (Pulp Fiction)

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Overall Agenda

1. What is DT?

2. Stage 1: Empathy

3. Stage 2: Define

4. Stage 3: Ideate

5. More Info

What is Design Thinking

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What is Design Thinking?

“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

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Pillars of Design Thinking

innovation

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Flare & Focus

• Balancing Flare vs. Focus

• Flare = Big Ideas

• Focus = Getting things done

• Mindset “switching”

http://dschool.stanford.edu/fellowships/2013/10/24/the-focus-inside-the-flare/

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Value Diversity

• Multi-Disciplinary Teams

• T-Shaped People

• Different Perspectives

http://changeprocessdesign.wordpress.com/

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T-Shaped People•

I-S

hap

ed

BREADTH

DE

PT

H

BREADTH

DE

PT

H

•T

-Sha

ped

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Idea Space & Diversity

Team Members

Great Ideas

Homogenous Multi-Disciplined

So-so Ideas

3 Great Ideas

4 So-so Ideas

7 Ideas Total

6 Great Ideas

5 So-so Ideas

11 Ideas Total

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1st and 2nd Wave Ideas

1st Wave

1st Wave Only 1st & 2nd Wave

2 Good Ideas

4 So-so Ideas

6 Ideas Total

5 Great Ideas

8 So-so Ideas

13 Ideas Total

2nd Wave

Good Idea

So-so Idea

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Lots of Variants

IDEO Variant

HCD VariantCREATEDU

Stanford d.school

SAPDesign for America

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d.School Design Thinking Stages

Empathize

Define

Ideate

Prototype

Test

Empathize

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Quick Video on Empathy

http://www.youtube.com/watch?v=cDDWvj_q-o8

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Empathize Mode

Crate Empathy for User:• Observe• Engage• Immerse Empathize

Define

Ideate

Prototype

Test

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Design Thinking Phase: Empathy

• Core component of “Design Thinking”

• Empathy via:

1. Observe

2. Engage

3. Immerse

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Why Empathy?

• Guide, Direct Innovation

• Narrow/Refine Target Users

• Mine for Emotions and Motivations

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User Interview – Ideal Timeline

(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)

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Empathy Map

• I SAY…• I DO… • THINK… • FEEL…

Inferred

Ob

serv

ed

(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf)

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Pau's Hierarchy of Empathy

• Level 4 – Emote

• Level 3 – Read

• Level 2 – Observe

• Level 1 – Listen

• Level 0 - Ignore

http://waynepau.blogspot.ca/2013/11/design-thinking-levels-of-insights-paus.html

Define

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Define Mode

Define Problem Set:• Fine POVs (“Point of View”)

• Create HMWs (“How Might We…”)

• Guides/Focus innovation efforts

Empathize

Define

Ideate

Prototype

Test

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Composite Sketch

• Semi-Fictional

• Give them a Name, Age, Gender, etc

• “Enough” detail for empathy

• Get Team Buy-in for Target User

• Initially *only* focus on Target User

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Point of View statements (POV) – Mad Lib

Isolate:

• USER• NEED• INSIGHTInto:

• [USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]

“Semi-Pro Drummer needs portable, silent drum kit so he can practice while travelling on business to keep up his skills.”

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How Might We (HMW)

• Create a list of HMW based on POV• USER + NEED + INSIGHT

1. How to create/produce lighter weight Drum Stands?

2. How to create portable/folding drum kits?

3. How to create a quick set-up drum kit?

4. How to reduce the volume of drum kit?

5. ….

Ideate

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Ideate Mode

Generate Ideas:• Focus on Idea Generation

• Look beyond “Obvious”, Uncover Unexpected

• Create Fluency (vol.) & Flexibility (variety)

Empathize

Define

Ideate

Prototype

Test

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Brain Storming Rules

1. One Conversation at a Time

2. Go for Quantity3. Headline!

4. Build on the ideas of Others

5. Encourage “Wild Ideas”

6. Be VISUAL…

7. Stay on Topic

8. Defer Judgment – No

BLOCKING(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf)

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“Stickies” Grouping & Voting

• Start to Group & Categorize

• Focus on Quantity and Quality

• Look for “Patterns”

• Employ Group Voting

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Double Hump of Ideas

(http://www.core77.com/blog/columns/the_power_of_bad_ideas_22446.asp)

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Point of View statements (POV) – Wanted Ad

• Think Craigslist or Kijiji

Drummer Wanted. Any skill level. (Newmarket)Two guitarists seeking drummer with small portable kit for ambient space rock jamming/song-writing collaboration.

We're both in our early 40's, pretty easy-going intermediate level players, hoping for about a session per week in a moderate-volume home rehearsal setting in the Newmarket area.

Any skill and experience level, but must be comfortable with jamming and into being a part of a ground-up creative process. 

More Info

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Design Thinking – d.school website

http://dschool.stanford.edu/

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Design Thinking Books

Thank you

Email: Wayne Pau (wayne.pau@sap.com)

Twitter: https://twitter.com/Wayne_Pau

Blog: http://waynepau.blogspot.ca/

LinkedIn: https://www.linkedin.com/in/waynepau