Natalie W. Nixon discusses design thinking and its principles. Design thinking is a problem solving process that transfers the methods designers use to solve problems to other fields. It involves understanding users, brainstorming solutions, prototyping ideas, and testing them. Nixon outlines 7 principles of design thinking: 1) start with understanding people and their needs; 2) view problems from the perspective of users; 3) allow for failure in prototyping ideas; 4) use stories as a strategic tool; 5) focus on properly framing problems; 6) innovative ideas often come from outside mainstream thinking; and 7) prototyping and experimentation are key to innovation.
6. “Design thinking transfers the
problem solving process that
designers use-
to the design of services,
experiences, processes…
& marketing strategies, financial
operations and management.”
-Natalie W. Nixon
Copyright 2011-2015 Natalie W. Nixon, PhD
8. design thinking
observe
brainstorm
prototype
implement
DESIGN THINKING :THEORY
under-
stand
observe
ideate
prototype
test
DESIGN THINKING :REALITY
Design thinking transfers the problem solving
process that designers use,
to the design of services, experiences,
processes… & marketing strategies, financial
operations and management.
ACCOUNTING… a design tool
SERVICES… can be designed
ORGANIZATIONS… a designed product
Copyright 2011-2015 Natalie W. Nixon, PhD
Empathy
Map creative strategies
9. Expanding Access + Growing Revenue
What problem am I
solving for my user?
EMPATHY:
Be user-centered
& start with people
& their latent
behaviors….
design thinking
RELATED
WORLDS:
Connect the
dots between
analogous
experiences…
What can hospitals
learn from the
Cheesecake
Factory?
PROTOTYPE:
Fail early & often by
testing services,
experiences &
processes in rough
draft form…
A pop-up retail
shop can actually
prototype a new in-
store experience!
Show us
AND
tell us J
STORY:
Facts are the
What;
Truth is the How &
Why of the What.
Stories are
truthtelling.
Natalie W. Nixon, PhD c.2015
12. DESIGN THINKING
1. Start With The User
2. “Iterate”
3. Heavy emphasis on
ideation & personas
4. BMC
5. More emphasis on
Qualitative Methodologies
LEAN START UP
1. Start With the Problem
2. “Pivot”
3. Original business idea is
beacon
4. BMC
5. More emphasis on
Quantitative
Methodologies
ideas
(build)
code
(Measure)
data
(learn)
under-
stand
observe
ideate
prototype
test
Natalie W. Nixon, Phd | EIA 2015
21. What is the solution?
What is the
problem?
What is the
opportunity?
shifts in thinking
Natalie W. Nixon, Phd | EIA 2015
22. new questions to answer…
What does
movement mean to
people today and
what do people
need?
How can we move
beyond delivering
services, to delivering
meaning?...
What does
ownership
mean?
How do we
make things
new and
desirable?
Natalie W. Nixon, PhD c.2015
46. 3
• HOW DO WE GET
PARENTS TO BUY
MORE TOYS?
• HOW DO WE SELL
MORE SHAVERS?
• WE’VE GOT TO
INCREASE OUR
MARKET SHARE IN
LAMPS.
• How do kids play?
• Why are men shaving
today?
• What is illumination?
Natalie W. Nixon, Phd | EIA 2015
53. ① You Start With People First, And Their
Needs.
② Worm’s Eye View Rules.
③ Failure Is An Option
④ Story Is A Strategic Tool.
⑤ Problem-Framing Is Prioritized.
⑥ Brilliance Comes From The Margins
⑦ Prototypes & Experiments Are The
Root Of Innovation.
Natalie W. Nixon, PhD c.2015
54. Thank You!!
!Natalie W. Nixon, PhD!
@natwnixon
nixonn@philau.edu!
Editor:!
StrategicDesignThinking:"
InnovationinProducts,Services,ExperiencesandBeyond!
Natalie W. Nixon, Phd | EIA 2015