Design Thinking Principles - Daniel Bartel
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Transcript of Design Thinking Principles - Daniel Bartel
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http://futureatschool.files.wordpress.com/2010/10/img_78811.jpg
Iran Entrepreneurship Association"Design Thinking! – Workshop for
user-centered innovation“
About Daniel Bartel
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Hands-onConsultant
• Corp. Entrepreneurship
• Design Thinking
• Lean Startup
LeanEntrepreneur
• Human-Centered
• Community-Builder
• 5 Projects, 1 Success
AwesomeOrganizer
• Mostly Non-Profit
• Certified SW Facilitator
• OuiShare / KoKonsum
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Institute for Business Innovation
+ OUR NETWORK
WE EDUCATE CORPORATIONS IN THINKING/ACTING/BEING LIKE A STARTUP.
DANIEL BARTEL
Business Innovation
Evangelist
BENJAMIN BESTMANN
Business Innovator &
Founder
DR. WINFRIED RICHTER
Entrepreneur, davor
Corporate-Executive
ADRIAN THOMA
Serial Entrepreneur
• BOB DORF (The Startup Owners Manual)
• ROB FITZPATRICK (The Mom Test)
• SAL VIRANI (Leancamp)
• And many more
• STEVE BLANK (4 Steps to Epiphany)
• ALEXANDER OSTERWALDER (Business Model Generation)
• YVES PIGNEUR & ALAN SMITH (Business Model Generation)
• PROF. DR. GUNTER DUECK (ehem. CTO IBM)
PROF. DR. NILS HÖGSDAL
Wissenschaftlicher
Begleiter
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Test
http://www.youtube.com/watch?v=IGQmdoK_ZfY
Business
TechnologyHuman
Human-Centered Design
Process Innovation
Functional Innovation
Emotional Innovation
“Experience“Innovation
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Embrace
http://embraceblog.org/2012/03/ http://files.gereports.com/wp-content/uploads/2009/10/mrii_kids.jpg
www.gereports.com/pediatric-design-turns-scary-mris-into-adventures
Rethink!
http://technology-headlines.com/2010/11/16/1832/
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multidisciplinary teams
© HPI / D-School / Kay Herschelmann
velocity
© HPI / D-School / Kay Herschelmann
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prototyping
http://www.flickr.com/photos/cannedtuna/6491204853/
POV
Problem Solution
http://humanitieslab.stanford.edu/Bootcamp/Home
Design Thinking Process
It‘s your turn
Wallet Game
Conclusion
1. Human-centered design: empathy and feedback are fundamental for good design
2. Prototyping: Not only for testing but also as part of the innovation process � Build to learn
3. Action: Design Thinking is more “design doing“ instead of thinking and talking
4. Showing results doesn’t suffice: create experiences, illustrations and narrations make visions clearer
5. The power of iterations: Several repetitions lead to success, ex. repeating interviews
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POV
Problem Solution
http://humanitieslab.stanford.edu/Bootcamp/Home
Design Thinking Process
empathize define
ideate prototype
test
© HPI / D-School und andere
incremental vs. iterative
incrementing calls for a fully formed idea.
“iterating” builds a simple version, validates it, then slowly builds up quality.
Bigger OutCOME!
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T-shaped People
POV
Problem Solution
Design Thinking Process
1. Empathize
What is the problem?Makro & mikro levelSocial, economic, political, technical factsReframe the problem
1. Empathize
Who is your user?
Sociodemographic dimensions, life styles, problems, habits, insights, context
Create empathy!
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Desk Research- become an Expert -
© HPI / D-School / Kay Herschelmann
Empathize & Examine
Metaphors and Analogies
Time
Culture
© HPI / D-School und andere
Digg for needs, wishes & insights Observe
• Miss-use
• Workaround
© HPI / D-School und andere
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http://startupdigest.com/paul-bennett/ http://startupdigest.com/paul-bennett/
http://www.imagesu.net/img-formula-one-pit-stop-action-1795.htmhttp://animalpetdoctor.homestead.com/surg2.jpg
1. Empathize
Finding analogies
POV
Problem Solution
Design Thinking Process
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Point of View
Define the point of view
USER (=persona), NEED, INSIGHT
One sentence:
<USER> requires something, to <NEED>, that/but/surprisingly <INSIGHT>
POV
© HPI / D-School und andere
Empathy Map
© HPI / D-School und andere
Empathy Map
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Reframe
How can we…
… persona …
… situation / environment …
… problem …?
Example
How can we help a stressed mother to get
sufficient time for wellness in the morning
without her being late for work?Problem
User
Setting
POV
Problem Solution
Design Thinking Process
the best way to get a good idea is to get a lot of ideas.
— linus pauling, nobel prize chemist
the best way to get a good idea is to get a lot of ideas.
— linus pauling, nobel prize chemist
(image: ideaelevator.co)
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• Only one person speaks
• Boost crazy ideas
• Postpone criticism
• Quantity is important
• Stick to the topic
• Develop ideas of others
• Work visually
© HPI / D-School und andere
Brainstorming
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© HPI / D-School und andere
Warm up
Problem Solution
POV
Design Thinking Process
Prototyping Pretotyping
http://www.openideo.com/open/web-start-up/inspiration/pretotype-building-the-right-it-vs.-building-it-right/
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Problem Solution
POV
Design Thinking Process… fail early and often
http://www.pdfpedia.com/download/12464/lecture-9-prototyping-pdf.html
Testing
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Present! Make it vivid!
Positive feedback What could we change?
New questions New ideas
?
Feed back Design New Business
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65 66
Connecting the Dots
Design Thinking
Business Model Canvas
Lean Startup
Problem
Business Model
Running Lean
Idea
… how will you take advantage of human-centered Design
tomorrow?
Daniel [email protected]
@danbar87
Further reading• Change by Design: How Design Thinking Transforms Organizations and
Inspires Innovation: | Tim Brown
• The Design of Business: Why Design Thinking is the Next Competitive Advantage | Roger L. Martin
• Design Thinking: Integrating Innovation, Customer Experience, and Brand Value | Thomas Lockwood
• This is Service Design Thinking: Basics, Tools, Cases | Jakob Schneider
• The Art of Innovation | Tom Kelley
• 30 Minuten Design Thinking | Jochen Gürtler, Johannes Meyer
• The Back of the Napkin | Dan Roam
• Design School Confidential | Steven Heller und Lita Talarico
• Make Space: How to Set the Stage for Creative Collaboration | Scott Doorley
• Disrupt: Think the Unthinkable to Spark Transformation in Your Business |Luke Williams
• Designing for Growth: A Design Thinking Toolkit for Managers | Jeanne Liedtka
• Business Model Generation | Alexander Osterwalder
• Design Thinking | Hasso Plattner, Christoph Meinel, Ulrich Weinberg