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Design Thinking - content courtesy: https://www.coursera.org/course/designbiz

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Design Thinking - content courtesy: https://www.coursera.org/course/designbiz

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The presentation is a part of my preparation to understand Design Thinking for which I undertook a course in Coursera by University of Virginia's Jeanne Liedtka
Course name: Design Thinking for Business Innovation! https://www.coursera.org/course/designbiz

The presentation is a part of my preparation to understand Design Thinking for which I undertook a course in Coursera by University of Virginia's Jeanne Liedtka
Course name: Design Thinking for Business Innovation! https://www.coursera.org/course/designbiz

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Design Thinking - content courtesy: https://www.coursera.org/course/designbiz

  1. 1. Understanding the Design Thinking Process The Good Kitchen Story
  2. 2. Design Thinking Process 2
  3. 3. The Good Kitchen Story Denmark 3
  4. 4. What is? What is? What if? What wows? What works? Interviews Observations Design Tool: Journey Mapping. Very valuable to uncover hidden opportunities to create better value 4
  5. 5. What is? Design Tool: Journey Mapping. Very valuable to uncover hidden opportunities to create better value Hatch & Bloom rode with food service employees who delivered the meal, accompanied to homes, watched as clients prepared food, added ingredients, set the table, and then finally ate the meal Interviewed supervisor of the food preparation process. What is? What if? What wows? What works? Public Service Kitchen is a low status job = demoralized & unmotivated kitchen employees 5
  6. 6. The Good Kitchen Story Denmark Address the problems of employees producing the meals Scope Broadened Lets Redefine, Shall we? 6
  7. 7. New Problem Statement Seniors receiving the meal and kitchen workers had a set of emotional needs that were not being met Disconnection Alienation Social stigma of being dependent for meals and other such personal needs. Who was providing help. Not being able to make decisions even for their food choices. Hated eating alone – reminder of no family around. Less they enjoyed the meal – their appetite decreased 7
  8. 8. New Problem Statement Seniors receiving the meal and kitchen workers had a set of emotional needs not being met Disconnection Alienation Disengaged workers made low cost boring meals day after day Low self esteem prevented them from trying anything new Some positives though: Very responsible & capable Good sense of seasonal preferences Customized their meals by adding spices or home grown vegetables They really did care 8
  9. 9. What if? What is? What wows? What works? 9
  10. 10. Design Tool: Co-Creation. Ownership, engagement & better ideas What is? What if? What wows? What works? What if? Inviting key stakeholders into the design process. Who was delivering the food? The descriptions boringly read: livers, potatoes & sauce Q2 10
  11. 11. What wows? What is? What wows? What works? 11
  12. 12. What is? What if? What wows? What works? What wows? Design Tool: Co-Creation. Prototyping Use same grp to test ideas rather than generate them. 3 different versions of the menu – asked workshop participants which they liked and also stuff like colors they favored; whether they preferred photos or illustrations. Design Tool: Visualization. Make it tangible and concrete. Draw a picture, tell a story, take a photo, make a map.. Makes an abstract idea more clear, visible & concrete & understandable Don’t just talk about different options, show different options. 12
  13. 13. What works? What is? What wows? What works? 13
  14. 14. What is? What if? What wows? What works? What works? Testing prototypes with different combinations & ways of presenting the food with actual customers Packaging design changes: Modular meals New Uniforms New Name: Good Kitchen New Communication Channels between seniors and kitchen workers: newsletters, comment cards14
  15. 15. The Good Kitchen Story 15

Notes de l'éditeur

  • The 4 sequential questions that take us on a journey through an assessment of:The current reality (what is?);
    The envisioning of a new future (what if?);
    The development of some concepts for new business opportunities (what wows?); and
    The testing of some of those concepts in the marketplace (what works?). 
    The process of Design Thinking begins with data gathering: at the outset of the design process, designers gather a great deal of data on the users for whom they would like to create value. They mostly do this through ethnographic methods, such as experience mapping, rather than traditional methods, such as focus groups and surveys. Farther along in the process, designers make their new ideas concrete (in the form of prototypes) and go out and collect better data from the real world in a process that is hypothesis-driven. That is, they treat their new ideas as hypotheses to be tested. They surface the assumptions underlying their hypotheses and test them, usually looking for the kind of behavioral metrics that will allow them to iterate their way to improved value propositions.
  • The municipality of holstebro invited Danish innovation co. Hatch & Bloom to fix the menu.
  • What is – digging deep into seniors behaviors, needs and wishes thru Observation(living situations, unarticulated needs). Approach: enthnographic
    Design Tool: Journey Mapping: Traces the Journey of a customer as they experience a product or a service. It pays attention to the job to be done.
  • What is – digging deep into seniors behaviors, needs and wishes thru Observation(living situations, unarticulated needs). Approach: enthnographic
    Design Tool: Journey Mapping: Traces the Journey of a customer as they experience a product or a service. It pays attention to the job to be done.
  • Seniors: Social stigma of being dependent for meals and other such personal needs.
    Also, who was providing help. 1st Pref: family or friend. 2nd pref: hire someone. Last option: govt.
    Not being able to make decisions – eg. What to eat was the 2nd most imp thing to seniors after taking care of their personal hygiene.
    Hated eating alone – reminder of no family around.
    Less they enjoyed the meal – their appetite decreased
  • Highlight the positives here
  • What if: Enlisting a broader list of stakeholders to understand the nature of challenges and co-create the important stakeholders
  • Design Tool: Co-Creation: Inviting key stakeholders into the design process.
  • What if: Enlisting a broader list of stakeholders to understand the nature of challenges and co-create the important stakeholders
  • 3 different versions of the menu – asked workshop participants which they liked and also stuff like colors they favored; whether they preferred photos or illustrations.
  • What if: Enlisting a broader list of stakeholders to understand the nature of challenges and co-create the important stakeholders

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