Design Thinking Dustin Fishel Bus 550 5/13/13. Thomas Edison ► Born February 11, 1847 ► Inventor...
-
Upload
cassandra-evans -
Category
Documents
-
view
220 -
download
2
Transcript of Design Thinking Dustin Fishel Bus 550 5/13/13. Thomas Edison ► Born February 11, 1847 ► Inventor...
Design ThinkingDesign Thinking
Dustin FishelDustin Fishel
Bus 550Bus 550
5/13/135/13/13
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 thinking
InspirationInspiration
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 Used to identify strengths and weaknesses of an idea and direct the next prototype in the best idea and direct the next prototype in the best possible directionpossible direction
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
QuestionQuestion
Which 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. IdeationIdeation
B.B. InspirationInspiration
C.C. InterpretationInterpretation
D.D. ImplementationImplementation
IDEOIDEO
Design 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/observe
1)1) Visualize/RealizeVisualize/Realize
2)2) Evaluating/RefiningEvaluating/Refining
3)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
QuestionQuestion
These are all part off the design process These are all part off the design process EXCEPT?EXCEPT?
A.A. PrototypingPrototyping
B.B. storyboardingstoryboarding
C.C. Study current marketStudy current market
D.D. Strict deadlinesStrict deadlines