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Similaire à Next36 design thinking_intro_4x3_v2 (20)
Next36 design thinking_intro_4x3_v2
- 2. © 2012 SAP AG. All rights reserved. 2
My Apology Slide
“If I'm curt with you it's because
time is a factor. I think fast, I talk
fast and I need you guys to act
fast if you wanna get out of this.
So, pretty please... with sugar
on top…”
- Winston Wolfe (Pulp Fiction)
- 3. © 2012 SAP AG. All rights reserved. 3
Overall Agenda
1. What is DT?
2. Stage 1: Empathy
3. Stage 2: Define
4. Stage 3: Ideate
5. More Info
- 5. © 2012 SAP AG. All rights reserved. 5
What is Design Thinking?
“Design thinking is a human-centered approach to
innovation that draws from the designer's toolkit to
integrate the needs of people, the possibilities of
technology, and the requirements for business
success.”
Tim Brown, president and CEO
- 6. © 2012 SAP AG. All rights reserved. 6
Pillars of Design Thinking
innovation
- 7. © 2012 SAP AG. All rights reserved. 7
Flare & Focus
• Balancing Flare vs. Focus
• Flare = Big Ideas
• Focus = Getting things
done
• Mindset “switching”
http://dschool.stanford.edu/fellowships/2013/10/24/the-focus-
inside-the-flare/
- 8. © 2012 SAP AG. All rights reserved. 8
Value Diversity
• Multi-Disciplinary Teams
• T-Shaped People
• Different Perspectives
http://changeprocessdesign.wordpress.com/
- 9. © 2012 SAP AG. All rights reserved. 9
T-Shaped People
•I-Shaped
BREADTH
DEPTH
BREADTH
DEPTH
•T-Shaped
- 10. © 2012 SAP AG. All rights reserved. 10
Idea Space & Diversity
Team Members
Great Ideas
Homogenous Multi-Disciplined
So-so Ideas
3 Great Ideas
4 So-so Ideas
7 Ideas Total
6 Great Ideas
5 So-so Ideas
11 Ideas Total
- 11. © 2012 SAP AG. All rights reserved. 11
1st and 2nd Wave Ideas
1st Wave
1st Wave Only 1st & 2nd Wave
2 Good Ideas
4 So-so Ideas
6 Ideas Total
5 Great Ideas
8 So-so Ideas
13 Ideas Total
2nd Wave
Good Idea
So-so Idea
- 12. © 2012 SAP AG. All rights reserved. 12
Lots of Variants
IDEO Variant
HCD VariantCREATEDU
Stanford d.school
SAP
Design for America
- 13. © 2012 SAP AG. All rights reserved. 13
d.School Design Thinking Stages
Empathize
Define
Ideate
Prototype
Test
- 15. © 2012 SAP AG. All rights reserved. 15
Quick Video on Empathy
http://www.youtube.com/watch?v=cDDWvj_q-o8
- 16. © 2012 SAP AG. All rights reserved. 16
Empathize Mode
Crate Empathy for User:
• Observe
• Engage
• Immerse Empathize
Define
Ideate
Prototype
Test
- 17. © 2012 SAP AG. All rights reserved. 17
Design Thinking Phase: Empathy
• Core component of “Design Thinking”
• Empathy via:
1. Observe
2. Engage
3. Immerse
- 18. © 2012 SAP AG. All rights reserved. 18
Why Empathy?
• Guide, Direct
Innovation
• Narrow/Refine
Target Users
• Mine for
Emotions and
Motivations
- 19. © 2012 SAP AG. All rights reserved. 19
User Interview – Ideal Timeline
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)
- 20. © 2012 SAP AG. All rights reserved. 20
Empathy Map
• I SAY…
• I DO…
• THINK…
• FEEL…
Inferred
Observed
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map
- 21. © 2012 SAP AG. All rights reserved. 21
Pau's Hierarchy of Empathy
• Level 4 – Emote
• Level 3 – Read
• Level 2 – Observe
• Level 1 – Listen
• Level 0 - Ignore
http://waynepau.blogspot.ca/2013/11/de
sign-thinking-levels-of-insights-
paus.html
- 23. © 2012 SAP AG. All rights reserved. 23
Define Mode
Define Problem Set:
• Fine POVs (“Point of View”)
• Create HMWs (“How Might We…”)
• Guides/Focus innovation efforts
Empathize
Define
Ideate
Prototype
Test
- 24. © 2012 SAP AG. All rights reserved. 24
Composite Sketch
• Semi-Fictional
• Give them a Name, Age, Gender, etc
• “Enough” detail for empathy
• Get Team Buy-in for Target User
• Initially *only* focus on Target User
- 25. © 2012 SAP AG. All rights reserved. 25
Point of View statements (POV) – Mad Lib
Isolate:
• USER
• NEED
• INSIGHT
Into:
• [USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]
“Semi-Pro Drummer needs portable, silent drum kit so he
can practice while travelling on business to keep up his
skills.”
- 26. © 2012 SAP AG. All rights reserved. 26
How Might We (HMW)
• Create a list of HMW based on POV
• USER + NEED + INSIGHT
1. How to create/produce lighter weight
Drum Stands?
2. How to create portable/folding drum
kits?
3. How to create a quick set-up drum
kit?
4. How to reduce the volume of drum
kit?
5. ….
- 28. © 2012 SAP AG. All rights reserved. 28
Ideate Mode
Generate Ideas:
• Focus on Idea Generation
• Look beyond “Obvious”, Uncover Unexpected
• Create Fluency (vol.) & Flexibility (variety)
Empathize
Define
Ideate
Prototype
Test
- 29. © 2012 SAP AG. All rights reserved. 29
Brain Storming Rules
1. One Conversation at a Time
2. Go for Quantity
3. Headline!
4. Build on the ideas of Others
5. Encourage “Wild Ideas”
6. Be VISUAL…
7. Stay on Topic
8. Defer Judgment – No
BLOCKING
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf)
- 30. © 2012 SAP AG. All rights reserved. 30
“Stickies” Grouping & Voting
• Start to Group &
Categorize
• Focus on Quantity
and Quality
• Look for “Patterns”
• Employ Group
Voting
- 31. © 2012 SAP AG. All rights reserved. 31
Double Hump of Ideas
(http://www.core77.com/blog/columns/the_power_of_bad_ideas_22446.asp)
- 32. © 2012 SAP AG. All rights reserved. 32
Point of View statements (POV) – Wanted Ad
• Think Craigslist or Kijiji
Drummer Wanted. Any skill level. (Newmarket)
Two guitarists seeking drummer with small portable kit for ambient space rock jamming/song-
writing collaboration.
We're both in our early 40's, pretty easy-going intermediate level players, hoping for about a
session per week in a moderate-volume home rehearsal setting in the Newmarket area.
Any skill and experience level, but must be comfortable with jamming and into being a part of a
ground-up creative process.
- 34. © 2012 SAP AG. All rights reserved. 34
Design Thinking – d.school website
http://dschool.stanford.edu/
- 35. © 2012 SAP AG. All rights reserved. 35
Design Thinking Books
- 36. Thank you
Email: Wayne Pau (wayne.pau@sap.com)
Twitter: https://twitter.com/Wayne_Pau
Blog: http://waynepau.blogspot.ca/
LinkedIn: https://www.linkedin.com/in/waynepau