Design Thinking for Small Business and Entrepreneurs · 2019. 12. 2. · Design Thinking for Small...
Transcript of Design Thinking for Small Business and Entrepreneurs · 2019. 12. 2. · Design Thinking for Small...
TIM HAMPTON
RepeatableGenius.com
FOR SMALL BUSINESS ANDENTREPRENEURS
DESIGN THINKING
DesignThinking
Design thinking focuses on empathy and
experimentation to create innovative
solutions.
It allows decisions to be based on what
users really want without relying on gut
instincts or evidence from the past.
From design but for allIt is called Design Thinking because it emerged from the design
community, but it can be applied to any creative endeavour.
Design Thinking is not design.
It is a way of thinking designers use, to ensure that their designs are not
just creative, but actually useful
Human Centered
Design thinking is human centered, which means the
goals of the innovation are framed from the user’s
perspective, not a set of technical specifications.
Identify who your real user is.
Hint: usually not your boss!
Who is being
served?
Don’t focus on specs. Focus on what it does for the end
user.
Focus on outcomes
What do
they want?It doesn’t matter how many cubic fortnights per nanometer your device
can create - what matters is how well it meets a human need.
Observe by walking around
You may know a lot already about what your users need. You may
learn a lot by Googling.
To get a truly novel understanding of what your users' needs are, you
need to leave your desk and visit them.
What is theproblem weare solving?You've put the time in and observed your users
and their needs.
Now frame their needs in a way that lets you
take action. What is the target you are shooting
for?
The best problem statement gives direction
but doesn't presuppose a solution.
"Users need a phone with a bigger
keyboard."
Bad problem statement:
Good problem statement:
"Users need an easier way to
communicate with a phone."
What areour ideas?
Gather as a group so that a variety of expertise
and perspectives is assembled.
Try to generate as many ideas as possible - not
only because each one may be the best
solution - but because each idea may inspire
the next better idea.
The goal is divergent thinking - producing lots
of different ideas. Avoid narrowing your focus
in this step.
This is the fun part!
What's ourbest idea?
Time to filter!
The divergent thinking step will present you with -
hopefully - many different ideas.
Now you need to narrow down to a winner -
a candidate for prototyping. This is
convergent thinking.
This is a best guess and you can
always return to your other
candidate ideas if the reaction
to your prototype isn't
great.
How can we(cheaply) showour idea?
If you go to a new restaurant and order a pizza, chances are the pizza you
get won't exactly match what you had in mind. It's the same with any
prototype.
Since neither you nor your user are mind readers, seeing the idea - and
seeing the reaction - is vital.
The more you can show your idea physically and gather feedback on it
the clearer your shared understanding with your user will be.
Tesla didn't build an entirely new car to gauge demand for high
performance electric sedans. They first stuffed an electric drivetrain into
a Mercedes CLS and covered it with body panels - some held on with
magnets!
The point was to get feedback on the car before going to the expense of
ramping up manufacturing.
Show don't tell
Are we thereyet?
Back to the drawing board?
If the reaction to your prototype wasn't enthusiastic,
don't despair.
If you planned your prototype correctly you learned
which assumptions were invalid and have enough
information for your next round of ideas and another
prototype.
With each round you are getting closer to
understanding what your user wants, and what you can
create.
This can take a while, so keep each prototype as
inexpensive as possible while still testing assumptions.
Just ship already?
or
Congratulations! The feedback was positive and you are
ready to sell your product. This opens up a whole new
avenue of feedback from paying customers.
You're not done - but you are in business. Use the
feedback to inspire your repeatable genius.
My name is Tim Hampton and my mission is to learn and share
techniques for innovation that you can apply in your work -
either as a solo entrepreneur or as a change leader in your
organization.
My belief is that we all possess genius - the ability to produce
something new and innovative.
My mission
Hi, I'm Tim Hampton
https://www.linkedin.com/in/thetimhampton/
2019 Copyright Repeatable Genius