Design Thinking faces criticism for its lacking integration with business and compatibility with market reality. Does Design Thinking have to be reinvented or even replaced?

1. HOW DESIGN
THINKING WILL
FIX DESIGN
THINKING

2. The typical perception
of Design Thinking

3. Holistic Design
Thinking
The typical perception
of Design Thinking

4. THE
MISPERCEPTION
OF DESIGN
THINKING

6. Design
Thinking
Design
Business
Tech

7. Design
Thinking
Design
Business
Tech

8. DESIGN
THINKING

9. Human
Business Tech

11. “Design Thinking is a method of
meeting humans' needs and desires
in a technologically feasible and
strategically viable way.”
Tim Brown

12. Business
viable
Technology
feasible
Human
desirable
Tim Brown

13. User
HumanDesign layer
Business layer
Tech layer
Consumer

14. User
Human
Consumer
Design layer
Business layer
Tech layer
“Needs to generate
revenue”
“Needs to solve
human problems”
“Needs to function
flawlessly”
ProductProductProduct

15. User
Human
Consumer
Product
Design layer
Business layer
Tech layer
“Meets human needs
and desires, is
technologically feasible,
and strategically viable”
“Needs to generate
revenue”
“Needs to solve
human problems”
“Needs to function
flawlessly”

16. INTER-
DISCIPLINARY
PRODUCT
TEAMS

17. Design
Thinking
Design
Business
Tech

18. Design
Business
Tech
Business discipline core
competency
Tech discipline core
competency
Design discipline core
competency
Interdisciplinary
product discipline

19. Design
Tech
Tech
Lead
Business
Lead
Design team
Developers
Business team
Creative Technologist
/ Design Engineer
Business Designer /
Design Strategist
Technical Product
Manager
Business
The core product
team is
interdisciplinary.
Design
Lead Product
Mgr.

20. CTO
CSO
CDO
CEO

21. THE
TRANSVERSAL
DESIGN
DISCIPLINE

22. Design
Business
Tech
Business
Tech
Design

23. Product
vertical
Product
vertical
Product
vertical
Transversal Design

24. Product
vertical
Product
vertical
Product
vertical
Design
Discipline Lead
(Service)
Design Lead
Transversal Design

25. EXPERIENCE
METRICS

26. Business metrics
Market performance of a
product
Technology metrics
Technical performance and
maturity of a product
Experience metrics
User behavior when interacting
with product
KPIs
{ Quantitative data

27. MINIMUM
VIABLE
EXPERIENCE

29. Discovery Design
DevelopmentDeployment
Test
Concept
Interactive
prototype
Built
Working
prototype
Product
MVP
Idea
Paper
prototype
Problem validation
Idea validation
Concept validation
Product validation
Business
hypothesis
validation

30. Discovery Design
DevelopmentDeployment
Test
MVP
Business
hypothesis
validation

31. EVOLUTION OF
THE DESIGN
DISCIPLINE

32. Human
Human perceivable
Sub-perceptive
Value
Technology
Design

33. Human
Basic set of
human
abilities
Enhanced
human
abilities
ABILITY
ABILITY
ABILITY ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
ABILITY
Product
Product
Product
Product
Product
Product
Product
Product
Human abilities

35. Thank you