design thinking for business innovation Florence rigneau
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Transcript of design thinking for business innovation Florence rigneau
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design thinking
Creativitythinkingthinkingapplied to business context
Florence rigneau 2013
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How to be innovative in business in uncertainty?
Try to think and work like a designer!
With a process of innovation With a process of innovation
open and collaborative
Be prepared to unexpected learning
and discovery
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… a mystery?
What’s your problem?
or a puzzle?
Florence rigneau 2013
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The problem « puzzle type »
• The environment is known and stable
• The future is predictable
• We can agree on the problem definition and
the solutionthe solution
• We’ve got reliable data to analyse
Then, use classic problem solving approaches
Florence rigneau 2013
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The problem « mystery type »
• The problem human centered
• Many unknowns. Past data doesn’t help.
• High level of uncertainty• High level of uncertainty
• No clear sources of analogous data
Design thinking approach
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Design thinking process
Empathize Ideation
Define
Test
Prototype
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Florence rigneau 2013
EMPATHY
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Who are your users?
EmpathizeEmpathize
What are user’sexperiences with the product or services?
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DEFINE
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What do we want to improve?
DefineWhat really mattersto the user?
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IDEATION
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Ideas generation
Ideation
How to … ?
Ideation
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PROTOTYPE
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Create physically the solutions
Prototype
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Florence rigneau 2013
TEST
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What works?
Get the user involved
Test
Florence rigneau 2013
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Design thinking process
Empathize Ideation
Define
Test
Prototype
Iterative and non-linearprocess
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Thinking modes
engineer business designer
reasoning deductive inductive
knowledge analysis experienceknowledge analysis experience
process planning doing
decision logic emotional insights-experience
Florence rigneau 2013
Source: Jeanne Liedtka
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Florence rigneau 2013
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Why?
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Ready for a mindset and culture change?
• Contact: Florence Rigneau
• Florence Rigneau
• http://www.flickr.com/photos/florencerigneau/
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Merci aux étudiants de l’ESC Dijon de la Semaine de
l’Entreprenariat 2014
Florence rigneau 2014