Design ThinkingDesign ThinkingDustin FishelDustin Fishel

Bus 550Bus 5505/13/135/13/13

Thomas EdisonThomas Edison► Born February 11, Born February 11,

18471847► Inventor of:Inventor of:

PhonographPhonograph KinetophoneKinetophone Motion picturesMotion pictures Light bulbLight bulb

► Useless without Useless without electricity in every electricity in every househouse

Electricity in every Electricity in every househouse http://en.wikipedia.org/wiki/Thomas_edison

What is design thinking?What is design thinking?► A Method of focusing innovation on people A Method of focusing innovation on people

and designing based on:and designing based on: What people need and wantWhat people need and want What people like or dislikeWhat people like or dislike

► In regards to production, packaging, marketing, In regards to production, packaging, marketing, retailing, support, or all of themretailing, support, or all of them

► A skill that allows a designer to align what A skill that allows a designer to align what people want with what can be done, and people want with what can be done, and produce a viable business strategy that produce a viable business strategy that creates customer value and market creates customer value and market opportunityopportunity

Examples of designExamples of design►Historically a designer would come Historically a designer would come

along and make an already along and make an already established idea seem more desirable: established idea seem more desirable: Ad campaignAd campaign Pretty packagingPretty packaging

http://www.publicgym.com/soda-the-fat-peoples-nectar-of-the-gods/

http://www.iheartkroger.com

Examples of designExamples of design► Now designers are being asked to change what is Now designers are being asked to change what is

being produced to better meet the needs of being produced to better meet the needs of consumersconsumers Tangible goodsTangible goods ProcessesProcesses

► InterfacesInterfaces► EntertainmentsEntertainments► ServicesServices

wot.motortrend.com

Spaces of design thinkingSpaces of design thinkingInspirationInspiration

IdeationIdeationImplementationImplementation

InspirationInspiration► Identify a problemIdentify a problem

When something isn’t perfect, there is When something isn’t perfect, there is opportunity for design thinkingopportunity for design thinking

Example: Kaiser permanente had issues Example: Kaiser permanente had issues with information flow between nurses with information flow between nurses during shift changeduring shift change

►Problem: patient care wasn’t perfect; nurses Problem: patient care wasn’t perfect; nurses had no system for cataloging patient had no system for cataloging patient information, inefficient, and incomplete.information, inefficient, and incomplete.

IdeationIdeation► PrototypingPrototyping

Does not have to be complex or expensiveDoes not have to be complex or expensive► `Must be physical`Must be physical

Intangibles can be tapedIntangibles can be taped Visualizing helps reviewVisualizing helps review

► True prototypes beg for improvementTrue prototypes beg for improvement A “finished” prototype isn’t necessarily the best prototypeA “finished” prototype isn’t necessarily the best prototype

Used to identify strengths and weaknesses of an idea Used to identify strengths and weaknesses of an idea and direct the next prototype in the best possible and direct the next prototype in the best possible directiondirection

Test, re-prototype, test, re-prototype, test, re-Test, re-prototype, test, re-prototype, test, re-prototype…prototype…

ImplementationImplementation►Putting your best prototype into Putting your best prototype into

practicepractice►ControlControl►CompareCompare►EvaluateEvaluate

www.forbes.com

Design thinking in actionDesign thinking in action► Shimano – manufacturer of bicycle partsShimano – manufacturer of bicycle parts

InspirationInspiration► Slowing growth in American marketsSlowing growth in American markets

Discuss with consumers – human-centered explorationDiscuss with consumers – human-centered exploration Discovered growing intimidation of complex marketplaceDiscovered growing intimidation of complex marketplace

IdeationIdeation► Developed “coasting”Developed “coasting”

Simplistic bikesSimplistic bikes Marketing strategy that welcomed novice bikersMarketing strategy that welcomed novice bikers BrandingBranding

ImplementationImplementation► 3 manufactures on board3 manufactures on board► Retailers on boardRetailers on board► Website developed to get the word outWebsite developed to get the word out

Design thinking in actionDesign thinking in action► Aravind – Indian eye care systemAravind – Indian eye care system

InspirationInspiration► Poverty and remoteness of clientelePoverty and remoteness of clientele

Discuss with consumers – human-centered explorationDiscuss with consumers – human-centered exploration Classical options too expensiveClassical options too expensive

IdeationIdeation► Develop new optionsDevelop new options

Manufacture own partsManufacture own parts Reduce cost to consumer from $200 to $4Reduce cost to consumer from $200 to $4 Bus patients to centersBus patients to centers

ImplementationImplementation► 2.3 million patients seen in under a year2.3 million patients seen in under a year► 270,000 surgeries performed270,000 surgeries performed► “… “… translate existing evidence and knowledge into effective translate existing evidence and knowledge into effective

action” – www.aravind.orgaction” – www.aravind.org

ConclussionConclussion►Many problems in the world of businessMany problems in the world of business

Technology shiftsTechnology shifts Shifting demographicsShifting demographics Market shiftsMarket shifts

►Design thinking develops solutionsDesign thinking develops solutions InnovateInnovate Human-centered ideasHuman-centered ideas InspireInspire

QuestionQuestionWhich of these is NOT one of the spaces Which of these is NOT one of the spaces

of design thinking?of design thinking?A.A. IdeationIdeationB.B. InspirationInspirationC.C. InterpretationInterpretationD.D. ImplementationImplementation

IDEOIDEODesign thinking as a product Design thinking as a product

itselfitself

IDEOIDEO►Founded in 1991Founded in 1991

Product of merger between design firms:Product of merger between design firms:►David Kelley DesignDavid Kelley Design►ID TwoID Two►Matrix Product DesignMatrix Product Design

Centered in Palo AltoCentered in Palo Alto Responsible for:Responsible for:

►Apples first mouseApples first mouse►Palm VPalm V

www.thehumansolution.com

Design principleDesign principle► Phases:Phases:

0)0) Understand/observeUnderstand/observe1)1) Visualize/RealizeVisualize/Realize2)2) Evaluating/RefiningEvaluating/Refining3)3) Implement Implement

(detailed (detailed engineering)engineering)

4)4) Implement Implement (manufacturing (manufacturing liason)liason)

Phase 0: Understand/ObservePhase 0: Understand/Observe►Study current marketStudy current market

Current usersCurrent users►LikesLikes►DislikesDislikes

Current techniquesCurrent techniques HistoryHistory Cost structureCost structure

►Understand how things areUnderstand how things are Create feasibility recordCreate feasibility record Other creative firms avoid this processOther creative firms avoid this process

Phase 1: Visualize/RealizePhase 1: Visualize/Realize► Begin creating prototypes Begin creating prototypes

for potential solutionsfor potential solutions RoughRough RapidRapid RightRight

► Constant contact with Constant contact with clientclient

► Full context of product useFull context of product use Storyboarding of characters Storyboarding of characters

using potential ideausing potential idea BrainstormingBrainstorming

► FocusedFocused► Encourage wild ideasEncourage wild ideas► No judgementNo judgement► Build on others ideasBuild on others ideas► Go for quantityGo for quantity

Phase 2: Evaluating/RefiningPhase 2: Evaluating/Refining►Begin turning rough prototypes of Begin turning rough prototypes of

foam into functional prototypesfoam into functional prototypes Shift from human factors/needs to Shift from human factors/needs to

engineeringengineering Resolve technical issuesResolve technical issues

►Concurrent engineeringConcurrent engineering Engineer functionalityEngineer functionality Design aesthetically pleasing productDesign aesthetically pleasing product

Phase 3: Implement (detailed Phase 3: Implement (detailed engineering)engineering)

►Verify the final product worksVerify the final product works Successfully does what you set out to doSuccessfully does what you set out to do Meets regulationsMeets regulations Stress testStress test

►Manufacturing protocolsManufacturing protocols

Phase 4: Implement Phase 4: Implement (manufacturing liasison)(manufacturing liasison)

►Move product from shop floor to Move product from shop floor to client’s manufacturing facilityclient’s manufacturing facility Supervise production toolingSupervise production tooling Regulatory approvalsRegulatory approvals

jailbreakstory.com

ResultsResults►This process has made IDEO one of the This process has made IDEO one of the

top 25 innovative companiestop 25 innovative companies►Winner of 38 Red Dot awardsWinner of 38 Red Dot awards►more International Design Excellence more International Design Excellence

Awards than any other design firm Awards than any other design firm

QuestionQuestionThese are all part off the design process These are all part off the design process

EXCEPT?EXCEPT?A.A. PrototypingPrototypingB.B. storyboardingstoryboardingC.C. Study current marketStudy current marketD.D. Strict deadlinesStrict deadlines