Report: Design Thinking: for social good - November 2015 · 2017-06-28 · Workplace Discovery...
Transcript of Report: Design Thinking: for social good - November 2015 · 2017-06-28 · Workplace Discovery...
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Design Thinking
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Is Innovation magic?
Asked to describe innovation processes, Tim Brennan of
Apple’s Creative Services drew the following picture:
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The Growth Leader Field Research
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Survey Database
70+ leaders from the U.S. and Europe operating in the for profit and
not-for-profit sectors
Criteria for Selection
Mid-line or business unit managers responsible for significant organic
growth and innovation
Methodology
-Personal interviews
-DiSC Assessments
-Peer surveys
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Organizations included
BEST BUY
CAPITAL ONE
CORNING INC
CP
P I
NT
LC
PP
IN
TL
DELL DHL INTERNATIONAL
DISCOVERY COMMUNICATIONS
GE VENDOR FINANCIAL SERVICES
HAMILTON SUNDSTRAND
HEWLETT-PACKARD COMPANY
IBM
ING
DIR
EC
T U
SA
LE
GG
MA
SO
N
MASTERFOODS/M&M MARS
MERRILL LYNCH
NBC UNIVERSAL
NORTHWESTERN MUTUAL
HEWLETT-PACKARD COMPANY
DANAHER
PROCTER & GAMBLE
RA
YT
HE
ON
ROYAL PHILIPS ELECTRONICS
GENERAL ELECTRIC.
PFIZER
STONYFIELD FARMS
SULLAIR
TARGET
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George’s Cycle Stable Environment
I do the job right,
so I usually get
an “A” and …
OUTLOOK
Make calculated
investments Select
progressive
NEW EXPERIENCES
REPERTOIRE
Develop
expert
Reduce risk with
research and data
Focus on a
few clear ideas
Limit
UNCERTAINTY
Consider customers
objectively
Make consistent
progress
This confirms …
A story about 2 managers…
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George’s Cycle Unstable Environment Life is a test,
therefore avoid
looking foolish and …
Avoid
new
Have
narrow
Place big bets,
slowly
Manage risk
through analysis
Find only a few
incremental ideas
Fear
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Fail more often
in new situations
Understand customers
only as data
George’s Cycle Stable Environment
I do the job right,
so I usually get
an “A” and …
OUTLOOK
Make calculated
investments Select
progressive
NEW EXPERIENCES
REPERTOIRE
Develop
expert
Reduce risk with
research and data
Focus on a
few clear ideas
Limit
UNCERTAINTY
Consider customers
objectively
Make consistent
progress
This confirms … This confirms …
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Choosing a Mindset
Geoff’s Cycle Growth Mindset
Life is a journey
of learning,
therefore …
Place small bets,
quickly Seek
new
Build
broad
Manage risk
through action
Detect multiple hidden
growth opportunities
Accept
Develop customer
empathy
Succeed more often
in new situations
This confirms … OUTLOOK
George’s Cycle Fixed Mindset
Life is a test,
therefore avoid
looking foolish and …
NEW EXPERIENCES
Avoid
new
REPERTOIRE
Have
narrow
Place big bets,
slowly
Manage risk
through analysis
Find only a few
incremental ideas
UNCERTAINTY
Fear Fail more often
in new situations
Understand
customer data
This confirms …
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How can you
create an
environment that
helps George find
the innovator
inside?
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How can you
create an
environment that
helps Geoff and
George work
together?
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What is Design Thinking?
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Design as a Problem Solving Approach
Better Reflecting the Reality of
What Growth Leaders Actually Do
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What is?
Case Study | The Good Kitchen
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[Design Tool]
Journey Mapping
Traces the journey of a customer as they
experience a product or service.
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16 Case Study | The Good Kitchen
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Key Insights • Seniors were embarrassed to
accept government assistance
• Loss of control over food choices was painful
• They were lonely eating alone and missed the seasonal food of their youth.
• Workers were bored and unmotivated creating the same meals day after day
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What if ?
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[Design Tool]
Co-Creation
Inviting key stakeholders into the design process.
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Workshop
Participants
Employees of
residential
care centers
Volunteers
Municipality
officials
Experts in
elderly issues
Kitchen
workers
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What if this public-service food-delivery organization were a restaurant?
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Trigger Questions
kitchen
cooks
vehicles
description
restaurant
chefs
waiters
menu
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What wows?
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The Wow Zone
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What wows?
Stakeholders
want it
We can
do it
The economics
can sustain it
WOW
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[Design Tool]
Prototyping
Make it tangible and concrete. Draw a picture,
tell a story, take a photo, make a map . . .
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What works?
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[Design Tool]
Learning Launch
A small experiment that tests your
new idea in the real marketplace.
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“If you have professional pride, you’ll also cook good food. Good food has to come from the heart!” – Anne Marie Nielsen, Director of The Good Kitchen
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What are the opportunities associated with design thinking?
- Produces higher order solutions
- Introduces hypothesis-driven thinking in a user-
friendly way
- Facilitates team learning and collaboration
- Helps George navigate uncertainty and
messiness with reduced anxiety
- Project-based learning is ideal for managers
- Readily scalable thru toolkits and online learning
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Specialization in Design Thinking and Innovation
http://bit.ly/darden-innovation
Design Thinking 1:
Insights to Inspiration
Design Thinking 2:
Ideas to Action
The Innovative Workplace
Advanced Discovery Tools