1.
Sharing the spirit of “Bibimbap” with the world
Michael Lee
Entrepreneurial Alchemist
Nomadic EntreLeader
DESIGN THINKING
Glocal Challenge Glocal Solution
WORKBOOK
COLLECT
CLEANSE
CHOP
COOK
CONVEY
01
COLLECT
02
CLEANSE
03
CHOP
04
COOK
05
CONVEY

2.
DESIGN THINKING
Glocal Challenge Glocal Solution
Sharing the Spirit of “Bibimbap” with the World
Michael Lee
Entrepreneurial Alchemist
Nomadic EntreLeader
EPILOGUE
CONVEY
COOK
CHOP
CLEANSE
COLLECT
PROLOGUE
WORKBOOK

3.
CONTENTS
PROLOGUE
Why
Design Thinking?
What Is
Design Thinking?
Bibimbap
Design Thinking
STAGE 1.
COLLECT
Know
Yourself
Build
A Healthy Team
STAGE 2.
CLEANSE
Empathize
the User
Define
the Problem
20216812610688508

4.
STAGE 3.
CHOP
Ideate
the Solutions
Validate
the Solutions
Prototype
STAGE 5.
CONVEY
EPILOGUE
Understand
the World
Present
the Solution
STAGE 4.
COOK
Test
the Solution
Innovation,
Technology,
Human Beings
& Love
396348316302292258234

5.
PROLOGUE
CHAPTER 2
WHAT IS DESIGN THINKING?
History
Definitions
Types of Thinking
Types of Process
Common Characteristics

6.
PROLOGUE01 51
PROLOGUE
2.1 HISTORY

7.
52 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE

8.
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PROLOGUE
2.2 DEFINITIONS
❖ TIM BROWN (PRESIDENT, IDEO)
• A discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically
feasible and what a viable business strategy can convert into customer value and market opportunity
• 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
❖ STANFORD D. SCHOOL
• A glue that brings teammates together around a common goal: make the lives of the people they’re designing for
better
• A methodology for innovation that combines creative and analytical approaches and requires collaboration across
disciplines
❖ MICHAEL LUCHS (DIRECTOR, INNOVATION & DESIGN STUDIO)
• A systematic and collaborative approach for identifying and creatively solving problems, includes two major phases:
identifying problems and solving problems

9.
54 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ ANALYTICAL THINKING VS. DESIGN THINKING VS. INTUITIVE THINKING
PROLOGUE

10.
PROLOGUE01 55
PROLOGUE
2.3 TYPES OF THINKING
Analytical (Business) Thinking Design Thinking Intuitive (Creative) Thinking
• Left brain
• Rational and structed
• Focused on analysis
• Dealing with well-defined problems
• A problem is something to get out of
way
• Mistakes are not tolerated
• Analyse → Decide
• Focused on parts of the problem
• Using both sides of the brain to solve
problem
• Switching at will between rational &
structed to a more emotional &
intuitive
• Iterating between analysis and
synthesis
• Dealing with ill-defined problems
• A problem is the start of the process
• Mistakes are learning experience
• Empathy → Define → Ideate →
Prototype → Test
• Zooming in and out, taking the
problem apart to reassemble it in a
different way
• Right brain
• Emotional and intuitive
• Focused on synthesis
• Dealing with undefined problems
• There is no problem
• There is no mistakes
• Perceive → Ideate → Decide
• Holistic focus

11.
56 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ BUSINESS THINKING VS. DESIGN THINKING
PROLOGUE
Business Thinking Business Thinking
Problem Solution Understand Problem Solution
What
the user
wants?

12.
PROLOGUE01 57
PROLOGUE
2.3 TYPES OF THINKING
Business Thinking Design Thinking
Problem Solving
Approach
Validation through
Informed by
Completed
Focused on
Definitive. Relies on equations for “proof”
What customer say; often a combination of
qualitative (focus groups) and quantitative
(surveys) research
Market analysis and aggregate consumer
behavior
Completion of strategy phase marks the start
of product development phase
An understanding of results of customer
activities
Iterative. Relies on a “build to think” process
dependent on trial and error
What customers do; often direct observation
and usability testing
Direct consumer observation and abductive
reasoning (“What might be”)
Never continually evolving with customers
An understanding of customer activities

13.
58 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
Business Thinking Design Thinking
Spreadsheets and Power Point decks
Words (often open to interpretation)
Vertical expertise and individual
responsibilities
Permanent jobs, on-going tasks, and fixed
hours
Corporate recognition based on the bottom
line
Prototypes, films, and scenarios
Pictorial representations and direct
experiences with prototypes
“T-shaped” expertise; a principal vertical skill
and a horizontal set of secondary skills.
Collaborative (team) responsibilities
Temporary projects with associated tasks and
flexible hours
Peer recognition based on the quality of
solutions
Tools used to
communicate
strategic vision
Described
through
Team members
Work patterns
Reward structure

14.
PROLOGUE01 59
PROLOGUE
2.3 TYPES OF THINKING
❖ DIVERGE THINKING VS. CONVERGE THINKING
Diverge Thinking Converge Thinking
The ability to generate creative ideas by exploring many
possible solutions in an effort to find one that works. It
starts from a common point and moves outward in
diverging directions to involve a variety of aspects or
perspectives.
The ability to put a number of different pieces or
perspectives of a topic together in some organized, logical
manner to find a single answer. It involves focusing on a
finite number of solutions rather than proposing multiple
solutions.

15.
60 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE

16.
PROLOGUE01 61
PROLOGUE
2.3 TYPES OF THINKING
C DYING
Right Brain
YANG
Left Brain
• It is logical
• Interested in mathematical expressions, uses
language well
• It is pragmatic, cares the results
• Interested in clear results
• The left brain successful in academic and scientific
subjects
• It is emotional
• It deals with visual, artistic subjects
• Case the purpose and looks for goodwill
• It is intuitive, trust its intuition
• The right brain possesses humanistic
features like emotionality, sympathy,
empathy, feelings, and compassion

17.
62 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
C DYING
Right Brain
YANG
Left Brain
• Decision Tree
• Deductive/Inductive Reasoning
• Option Evaluation Matrix
• SWOT
• Time/Task Schedule
• Brainstorming
• Blue Ocean
• Free Writing
• Scenarios
• Synectics
• SCAMPER
❖ DIVERGE THINKING TOOLS VS. CONVERGE THINKING TOOLS

18.
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PROLOGUE
2.3 TYPES OF THINKING
Rules for Effective
Diverge (Creative) Thinking
Rules for Effective
Converge (Critical) Thinking
1. Don’t judge ideas
2. Look for lots of ideas
3. Accept all ideas
4. Make yourself “stretch” for ideas
5. Take time to let ideas simmer
6. Hitchhike on other ideas
1. Be deliberate
2. Be explicit
3. Avoid going to the next step too soon
4. Don’t avoid tough issues
5. Develop “affirmative judgement”
6. Don’t lose sight of your goals
7. Consider novelty
❖ RULES FOR EFFECTIVE DIVERGE & CONVERGE THINKING

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64 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
Diverge Thinking Converge Thinking
“Two different types of cognitive thinking can be brought together
to really amp up the approach to thinking about a problem
and bring out an apt solution space.”
❖ SUMMARY

20.
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PROLOGUE
2.4 TYPES OF PROCESS
❖ HUMAN-CENTERED DESIGN THINKING BY IDEO & +ACUMEN
• IDEO.org and +Acumen introduces the concept of Human-Centered Design(HCD) and how this approach can
be used to create innovative, effective, and sustainable solutions for social change.
• HCD is a creative approach to solve any kind of problem. The process starts with the people for whom the
solution is designed; and ends with e.g. new product or service that is tailor-made to suit these people’s
needs.
• HCD is all about building a deep empathy with the people’s needs and motivations, generating a lot of ideas,
creating prototypes, sharing the ideas and solutions with the people; and eventually taking the new innovative
solution out in the world.
• HCD is an approach that helps make sure new products are tailor-made to meet people’s needs and wants. It
is achieved when the following pillars of the methodology intersect; (1) Desirability: What do people desire?;
(2) Feasibility: What is technically and organizationally feasible?; and (3) Viability: What can be financially
viable?

21.
66 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
Desirable
PEOPLE
(HEAR)
Feasibility
THECHNOLOGY
(DELIVER)
Viability
BUSINESS
(CREATE)
What do people desire?
What is technically and
organizationally feasible?
What can be financially viable?
DESIGN
INNOVATION
EMOTIONAL INNOVATION
Enables branding &
emotional connections
PROCESS INNOVATION
FUNCTIONAL INNOVATION
Creates the interfaces we
use to interact with
technology
[Three Lenses of Human-Centered Design]

22.
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PROLOGUE
2.4 TYPES OF PROCESS
HEAR IDEATE DELIVER
• HCD starts with a
specific design
challenge and goes
through three main
stages: Inspiration,
Ideation and
Implementation, or
Hear, Create and
Deliver.
• The process will move
the design team from
concrete observations
about people, to
abstract thinking
along with uncovering
insights and themes,
then back to the
concrete with tangible
solutions.[Human-Centered Design Process]

23.
68 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ DOUBLE DIAMOND MODEL BY THE DESIGN COUNCIL (UK)
PROLOGUE
• In 2005 the Design Council (UK) developed the Double Diamond Diagram Design Thinking model to identify
how world 11 leading companies manage the design process.
• The Double Diamond model include four main processes; Discover, Define, Develop, and Deliver. The first
two stages define the project strategy, while the third and fourth stages represent the executive solution.
Problem Definition
• The Double Diamond Diagram was
part of the Design Council research
which included eleven case studies of
leading companies such as LEGO,
Alessi, Microsoft, Sony, Starbucks, and
others. Therefore, the presented model
has been developed based on different
types of companies, which has
resulted in it being adopted by a wide
range of companies.
Discover Define Develop Deliver
[Double Diamond Model Process]

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PROLOGUE
2.4 TYPES OF PROCESS
Discover Define
DEFINE
Initial ideas or inspiration &
establishment of users need
• Market research
• User research
• Design research
• Technology research
• Interview & insights
gathering
• Observation & shadowing
• Empathic modeling
• Information management
Interpretation & alignment
of finding to project
objectives
• Information analysis
• Synthesis and
identification
• Project refinement
• Project management
• Project sign-off
Develop Deliver
EXECUTION
Design-led concepts &
proposals iterated &
assessed
• Ideation
• Multi-disciplinary working
• Visual management &
progress
• Testing & prototyping
• Review & improvement
Process outcome(s)
finalized and implemented
• Final testing & approval
• Production
• Launch of outcome(s)
• Evaluation & further
feedback
• Future work

25.
70 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ ZURB MODEL BY ZURB UNIVERSITY
PROLOGUE
• Zurb university develops the ZURB Design Thinking model that includes five stages; Define, Ideate, Prototype,
Build and Analyze.
• The ZURB model considers important stages like the build of the final product and analysis of the market
impact and user feedback.
• The ZURB model presents two types of the iteration cycles; (1) the design iteration and (2) product reset
(pivot).
• The first iteration process includes the iteration between the four stages; Ideate, Prototype, Build and Analyze
to file problems and improve the product when there is something wrong happens.
• The product resets and returns, as the second iteration process, directly to the Ideate stage to repeat the
process from scratch and define the problem again when there is a major failure or the product/service does
not meet the requirements.

26.
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PROLOGUE
2.4 TYPES OF PROCESS
[Zurb Model Process]

27.
72 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ STANFORD D. SCHOOL MODEL
PROLOGUE
• The Stanford d. school Design Thinking model is one of the common design thinking model and can be
considered a straightforward process consisting of five stages; Empathize, Define, Ideate, Prototype and Test.
• This model, shown in the figure below, does not clearly describe one of the essential elements of the design
thinking process which is the iteration.
• A related version developed by the Hasso Plattner Institute in Germany introduced a continuous iteration
between all the stages. After finalizing each stage, the iteration process ensures the initial design strategy is
still valid and the requirements are met. If there is a problem or specific failure, the iteration process defines
the stage where the failure occurred before returning to this point in order to fix the failure.

28.
PROLOGUE01 73
PROLOGUE
2.4 TYPES OF PROCESS
[Stanford d. School Model Process]

29.
74 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
EMPATHIZE IDEATE
DEFINE PROTOTYPE
TEST
Learn about the user for whom you are designing, by
observation and interview.
Who is my user? What matters to this person?
Brainstorm and come up with as many creative
solutions as possible.
Wild ideas encouraged!
Build a representation of one or more of your ideas to show
to others. How can I show my idea? Remember: A prototype
is just a rough draft!
Share your
prototyped idea
with your original
user for feedback.
What worked?
What didn’t?Create a point of view that is
based on user needs and insights.
What are their needs?
[Stanford d. School Design Thinking Process]

30.
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PROLOGUE
2.4 TYPES OF PROCESS
EMPATHIZE IDEATE
DEFINE PROTOTYPE
TEST
• Interviews
• Shadowing
• Seek to understand
• Non-judgmental
• Share ideas
• All ideas worthy
• Diverse/Converse
• “Yes and” thinking
• Prioritize
• Mockups
• Storyboards
• Keep it simple
• Fail fast
• Iterate quickly
• Personas
• Role objectives
• Decisions
• Challenges
• Pain points
• Understand impediments
• What works?
• Role play
• Iterate quickly
[Stanford d. School Model Activities}

31.
76 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ IDEO MODEL FOR EDUCATORS
PROLOGUE
• Similar to the Stanford d. school model, the IDEO is based on a process that presents a workflow for
educators. It supports a number of in-class activities and tools that help them achieve that target the design
thinking process in education.
[Design Thinking Process of IDEO Model for Educators]

32.
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PROLOGUE
2.4 TYPES OF PROCESS
✓ Discovery: This investigation phase intends to build a deep understanding of what is needed and what
needs to be solved. This phase gives an understanding to the proposed design challenge.
✓ Interpretation: This phase transforms the collected data or observation into a design opportunity, combining
thoughts to form a direction for the ideation phase.
✓ Ideation: This phase is similar to the Sanford d. school model. It tends to generate ideas and thinking in
different ideas without judgment, criticism, or any constrains.
✓ Experimentation: This phase presents the prototype. Ideas are visualized and turned into a prototype
product that can be tested and evaluated.
✓ Evolution: This phase presents the iteration nature of the process, including planning for further
development and improving the ideas.

33.
78 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
[Design Thinking Process of IDEO Model for Educators]

34.
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PROLOGUE
2.5 COMMON CHARACTERISTICS
❖ SUMMARY

35.
80 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ COMMON CHARACTERISTICS
PROLOGUE
!
!?
A MINDSET
AND A PROCESS01
BIAS
TOWARD ACTION03
FOCUS ON
HUMAN VALUES02
RADICAL
COLLABORATION04

36.
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PROLOGUE
2.5 COMMON CHARACTERISTICS
CULTURE OF
PROTOTYPING05 SHOW
DON’T TELL06

37.
82 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ SUCCESS CASE 1. EMBRACE
PROLOGUE
QUESTION:
How can we help pre-term & low-birth
weight babies?
APPROACH:
Strong need-finding to explore desires,
needs and opportunities in the developing
countries
RESULT:
• Develop highly affordable, portable
infant warmer.
• Provide warmth anywhere, everywhere
• $ 49.95
• Over 300,000 babies reached across 22
countries
IMPLEMENTATION STAGE:
Launched in 2008
20,000,000
premature and low birth
weight babes born every
year
3,000,000
babies die within 1
month of birth every
year
Hypothermia
is recognized as a
significant problem
affected pre-term and
low-birth weight babies

38.
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PROLOGUE
2.6 SUCCESS CASES
❖ SUCCESS CASE 2. THE FRIDGE PACK _ COCA COLA
QUESTION:
Re-design the packaging for cans to make
them better fit into kitchens?
APPROACH:
Point Forward used intensive need-finding
to explore desires, needs and
opportunities in US households
RESULT:
• Point Forward identified a post-purchase
barrier in refrigerators
• Coca Cola increased sales by 10%
IMPLEMENTATION STAGE:
Launched in 2002
• 12 oz
• 12 cans/pack
• Sales-boosting Container
• Fridge Freeze-out

39.
84 CHAPTER 2
WHAT IS DESIGN THINKING?
PROLOGUE
❖ SUCCESS CASE 3. KEEP THE CHANGE _ IDEO FOR BANK OF AMERICA
QUESTION:
How can we educate our customers to
save money?
APPROACH:
Strong application of Design Thinking
methods like Need-Finding and user
observations
RESULT:
• 12 million new customers since the
start of the program
• 3.1 billion USD more savings
• In less than a year BoA gained more
than 2.5 million customers and they
opened 700,000 new bank accounts
IMPLEMENTATION STAGE:
Launched in October 2005
CreBiz
Coffee
$ 2.56
CreBiz
Coffee
$ 3.00
CreBiz
Coffee
$ 0.44 $ 0.44
Your
Savings
Account
$ 3.I BILLION
SAVED BY THE 12 MINILLION BANK OF AMERICA NEW
CUSTOMERS WHO TRIED “KEEP THE CHANGE”

40.
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PROLOGUE
2.6 SUCCESS CASES
❖ SUCCESS CASE 4. GLOWCAPS _ VITALTY
QUESTION:
How can we help patients improve
medication adherence?
APPROACH:
Strong intensive need-finding to explore
needs and opportunities in the global
market
RESULT:
• Improve medication adherence through
reminders, social feedbacks, financial
incentives and automatic refills
• Connect medication with internet
information and data information
IMPLEMENTATION STAGE:
Launched in 2008
MISSED DOSES RACK UP
$ 300 BILLION
IN AVOIDABE HEALTHCARE COSTS
50% 71% 98%
AVERAGE
PERSON
CONTROL
GROUP
GLOWCAP
GROUP
• KEEPING PEOPLE HEALTHIER
• REDUCING HEALTHCARE COSTS

41.
86 CHAPTER 2
WHAT IS DESIGN THINKING?
❖ SUCCESS CASE 5. MRI SCANNER FOR CHILDREN _ GE HEALTH
PROLOGUE
QUESTION:
How can we help our children frighten the
MRI machine increase their comfort?
APPROACH:
Strong application of Design Thinking
methods like need-finding and user
observations
RESULT:
• Redesign and humanize the experience
for children by creating an entire story
around of process and transforming the
experience into an exciting adventure
• Huge drop in sedation but huge
increase in satisfaction
IMPLEMENTATION STAGE:
Launched in 2014

42.
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PROLOGUE
2.6 SUCCESS CASES
❖ SUCCESS CASE 6. AUDI UNITE _ AUDI MOBILITY
QUESTION:
How will the future of mobility look like?
APPROACH:
6 months project with 4 team members
intense need-finding in Europe, ever 40
prototypes and all tested final technical
and software based prototype
RESULT:
• Peer-to-peer car sharing (P2P)
• Target group: businesses and private
households
IMPLEMENTATION STAGE:
Audi adapted the prototype
New business division – Audi Unite
JOIN A CIRCLE
SHARE AN AUDI
REFASHION MOBILITY AS A PERSONALIZED MICRO-
SHARING EXPERIENCE

43.
PROLOGUE
CHAPTER 3
BIBIMBAP DESIGN THINKING
Bibimbap
Definition
Process
Ground Rules
Characteristics

44.
PROLOGUE01 89
PROLOGUE
3.1 BIBIMBAP
❖ BIBIMBAP IS…
Bibimbap literally means “mixed rice.” It is a compound word
formed the verb “bibim” and the noun “bap.”
The verb “bibim” refers to the act of “mixing different
ingredients together .” The noun “bap” refers to rice.
Bibimbap is super-popular Korean dish that combines warm
white rice topped with fresh vegetables, fried egg, sliced beef,
and fermented sauces.
This combination offers a taste of harmony and also a perfect
balance of carbohydrates, protein and fiber.
“BIBIMBAP IS A HEATHY CUISINE
CREATED BY NATURE AND HUMANS”

45.
90 CHAPTER 3
BIMBAP DESIGN THINKING
❖ CHARACTERISTICS
PROLOGUE
01HEATH & FRESHNESS
02BALANCE & HARMONY
colors and flavors,
seasons and regions,
and nature and humans
SHARE THE SPIRIT OF “BIBIMBAP” WITH THE WORLD
TO RESHAPE A NEW, HEALTHY FUTURE FOR EVERYONE!!!

46.
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PROLOGUE
3.2 DEFINITION
❖ DEFINITION OF BIBIMBAP DESIGN THINKING
Bibimbap Design Thinking is
A human-centered glocal methodology for innovation and social change that combines
critical and analytical approaches, and requires collaboration, experiment and harmony.
The Bibimbap Design Thinking consists of 3 modules; Problem-Defining, Problem-Solving & Problem-Testing, and
includes 5 stages; Collect, Cleanse, Chop, Cook, and Convey.

47.
92 CHAPTER 3
BIMBAP DESIGN THINKING
❖ PROCESS
PROLOGUE

48.
PROLOGUE01 93
PROLOGUE
3.3 PROCESS

49.
94 CHAPTER 3
BIMBAP DESIGN THINKING
PROLOGUE
COLLECT CLEANSE CHOP COOK CONVEY
PROBLEM DEFINING PROBLEM SOLVING PROBLEM TESTING

50.
PROLOGUE01 95
PROLOGUE
3.4 GROUND RULES
Get your ingredients
before starting cooking
1
2 Get to know your cook
3 YES and …
4 Even the best chefs
make a bad plate…or two
5
6
7
8
A picture (or prototype) really is
worth than1000 words…
Remember to pass the salt sometimes…
Pick your cooking station
Have fun!
❖ GROUND RULES

51.
96 CHAPTER 3
BIMBAP DESIGN THINKING
❖ CHARACTERISTICS
PROLOGUE

52.
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PROLOGUE
3.5 CHARACTERISTICS