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Design Thinking @ Ørsted
Michael McKay // Design Thinking at Ørsted // June 3rd 2019
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My journey towards user centricity
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Agile Design Thinking OCM
Digital Strategy
Digital DNA
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Business
Technology
Design (Doing)
What is Design Thinking?
Business
Technology
Design (Doing)
What is Design Thinking?
DesignThinking
Design Thinking Vision
Michael McKay // Design Thinking at Ørsted // June 3rd 2019
Making Wind Farms a modern plug’n’play service offering
Using Design Thinking to streamline the full value chain of renewable power production.
Design Thinking at Ørsted
Lowering the threshold of changing into renewable fuel systems by holistic design thinking.
A smooth transition into biofuels
Design Thinking at Ørsted
Using Design Thinking to tell the relevant stories that engage business customers into renewables.
Signing up for the renewable energy movement
Design Thinking at Ørsted
Ideal worldReal world
Ideal worldReal world
Filter
Story
What is Design Thinking?
Empathize
Define
Ideate Prototype
Test
Two Dimensions of PrototypingH
i fid
elity
Lo Resolution Hi Resolution
Lo fi
delit
y
PaperPrototype
Pilot Prototype
Hyper Marketing
PrinciplePrototype
Learn
Build
Measure
White water rafting
Franz Reichelt, 1912
Test early
Step 0: No Design
Design
Step 1: External Design Agency
Design
Step 2: Integrated Design Department
(Current State)
Design
Step 3: Design as a core strategy
(Next Goal)
Design
Step 4: Design Driven* Company
* Where relevant
Step 5: Design to connect the entire renewable energy sector
Design
Customer #6
Partner #1
Partner #3
Customer #4
Customer #5
Customer #2Customer
#1
Customer #3
Partner #2
Design
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!28 Date
Ørsted Digital Academy
Design Thinking
at ØrstedDesign Thinking Community
Integrated Design Thinking
Pilots
and Spearhead projects
Des
ign
Spac
es
Design Thinking//Digital Academy Community of Practice Design Thinking Roles Edge talks Design Thinking Cafe's
Design Thinking in SAFe Design Thinking in agile projects Design Thinking in Business Development Design Thinking in Operations Design Language Design Governance
Fringe projects Strategic projects High visibility projects Manager DT Training Experimentation and new methodology development
Digital co-creation Design Thinking Kits Pop-up spaces Visual War rooms
Design Thinking at Ørsted
Design Thinking Strategy
How might we accelerate the learning
through Spearhead projects?
How might we create a league
of bold, courageous, fast and explorative
Managers at Ørsted?
How might we build a sustainable
Design Thinking culture,
Using relevant processes on a daily basis?
How might we scale Design Thinking to all of Ørsted (and beyond)?
Questions?