About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
2. We are Magnum Opus Studio
We design human-centered
products, services, experiences and
strategies, with a focus on
innovations that make life better.
moSTUDIO
3. MO Studio | Design Thinking in the Real Worldmo 3
Who is Magnum Opus Studio?
Susan Metros - Technology Executive & ICF Certified Coach
35+ years as a professor, innovator, designer & technology executive across Higher Ed
John Lai - Design Thinking & Industrial Design Veteran
Ex-IDEO industrial designer & innovation strategist delivering on award winning for 25+ years
Sue Tan - Human-Centered Innovation Expert
Ex-IDEO senior design researcher & strategist with extensive global experience
Jeff Scheire - Business Strategist & Organizational Design Guru
Ex-Deloitte strategy & org design consultant & capabilities developer at US Air Force
Dennis Wang - Cross-Pollinating Engineer & Intrapreneur
15+ years innovating as a business developer & change agent in start-ups & enterprises
4. MO Studio | Design Thinking in the Real Worldmo 4
moSTUDIO
We’re saving up for an airstream…
5. MO Studio | Design Thinking in the Real Worldmo 5
Or better yet…
6. MO Studio | Design Thinking in the Real Worldmo 6
We have a powerful blend of backgrounds in human-
centered product and service design, organizational and
educational development, user research and insights,
business strategy and process development.
1
We cross-pollinate ideas, having worked across diverse
industries, types of organizations (start-ups, medium and
large corporations) and in global markets.
2
We use a tested creative approach to help clients
challenge the status quo with optimism, collaboration,
and make social and business impact.
3
We are allergic to suits and pantsuits.4
We are not your typical management consultants…
7. MO Studio | Design Thinking in the Real Worldmo 7
Some of the clients we’ve served in our careers...
SINGAPORE GOVERNMENT
8. MO Studio | Design Thinking in the Real Worldmo 8
What industries are you all from?…
9. MO Studio | Design Thinking in the Real Worldmo 9
• Build empathy and knowledge
• Understand context
• Get analogous inspiration
• Imagine the possibilities
• Iterate and refine ideas
• Prototype and test solutions
• Make strategy tangible
• Design for the real world and users
• Set your organization up for success
PHASE 1 PHASE 2 PHASE 3
INSPIRATION DEVELOPMENTEXPLORATION
Our Human-Centered Innovation Process
10. MO Studio | Design Thinking in the Real Worldmo
We see challenges through three lenses…
10
TECHNOLOGY
(feasibility)
How might we create useful,
effective, appealing and
meaningful solutions to
compete in the market?
How might we create
profitable, scalable and
sustainable models?
What are the advantages and constraints of available
resources and capabilities?
PEOPLE
(desirability)
BUSINESS
(viability)
11. MO Studio | Design Thinking in the Real Worldmo
TECHNOLOGY
…and design solutions at the overlap
11
And gets here.
INNOVATION
Human-centered
innovation starts here...
PEOPLE BUSINESS
12. MO Studio | Design Thinking in the Real Worldmo
Insights
UNCOVERING PEOPLE’S UNMET NEEDS AND VALUES
Our Core Competencies
12
Design
DEVELOPING HUMAN-CENTERED SOLUTIONS
Strategy
DISTILLING CHOICES AND DEFINING ACTIONS
Innovation
BUILDING INTERNAL CREATIVE CAPABILITIES
13. MO Studio | Design Thinking in the Real Worldmo 13
Human-Centered
Innovation
Insights
DesignStrategy
Innovation
We create new value for clients across the cycle of innovation,
from research and opportunity definition, to prototyping,
development, and implementation.
16. source: fastcodesign.com
We are all innate designers…
mo MO Studio | Design Thinking in the Real World 16DO NOT DISTRIBUTE WITHOUT PERMISSION
Learn by observing
Trial-and-error
Tinkering
Building
Making
Visualizing
Storytelling
17. Creative problem solving has
always been key to our survival…
mo MO Studio | Design Thinking in the Real World 17DO NOT DISTRIBUTE WITHOUT PERMISSION
But somewhere along the way it
became a specialized skill.
18. Design has evolved beyond a way of making
into a way of thinking…
mo MO Studio | Design Thinking in the Real World 18DO NOT DISTRIBUTE WITHOUT PERMISSION
19. Design has gradually gained recognition as a
powerful competitive advantage and tool for
innovation.
mo MO Studio | Design Thinking in the Real World 19DO NOT DISTRIBUTE WITHOUT PERMISSION
20. Traditional processes are falling short in the
face of the world’s “wicked problems”...
mo MO Studio | Design Thinking in the Real World 20DO NOT DISTRIBUTE WITHOUT PERMISSION
source: UN General Assembly 2015
21. mo MO Studio | Design Thinking in the Real World 21DO NOT DISTRIBUTE WITHOUT PERMISSION
Left brain “thinking”
Flawless planning and proof
Rational and structured
Focused on analysis
Dealing with well-defined problems
Mistakes are not tolerated
Arms length customer research,
aggregate data
Vertical capabilities
The Design Thinking Mindset
Business Thinking Design Thinking Creative Thinking
Left & right brain “doing”
Enlightened trial & error
Switching at will between rational &
structured to a more emotional and
intuitive
Iterating between analysis and
synthesis
Dealing with ill-defined problems
Mistakes are learning experiences
Deep customer immersion,
individual stories & behaviors
Interdisciplinary collaboration
Right brain “feeling”
Spontaneous inspiration
Emotional & intuitive
Focused on synthesis
Dealing with undefined problems
There are no mistakes
Tap individual or collective
consciousness
Visionary genius
22. Everything is designed (intentionally or not)…
mo MO Studio | Design Thinking in the Real World 22DO NOT DISTRIBUTE WITHOUT PERMISSION
MEDIA + COMMS EXPERIENCES + PROCESSES CULTURE + ORG
PRODUCTS INTERACTIONSBRANDS
23. But good design is built on deep understanding of the
big picture and the details that matter…
mo MO Studio | Design Thinking in the Real World 23DO NOT DISTRIBUTE WITHOUT PERMISSION
TECHNOLOGY
INNOVATION
PEOPLE BUSINESS
24. Good design is interdisciplinary.
mo MO Studio | Design Thinking in the Real World 24DO NOT DISTRIBUTE WITHOUT PERMISSION
interaction designer
engineer
architect
psychologist
business designer
25. Good design is intuitive.
mo MO Studio | Design Thinking in the Real World 25DO NOT DISTRIBUTE WITHOUT PERMISSION
26. Good design is intelligent.
mo MO Studio | Design Thinking in the Real World 26DO NOT DISTRIBUTE WITHOUT PERMISSION
27. Good design is iconic.
mo MO Studio | Design Thinking in the Real World 27DO NOT DISTRIBUTE WITHOUT PERMISSION
28. Good design is irresistible.
mo MO Studio | Design Thinking in the Real World 28DO NOT DISTRIBUTE WITHOUT PERMISSION
29. There are a gajillion versions of the design thinking process…
mo MO Studio | Design Thinking in the Real World 29DO NOT DISTRIBUTE WITHOUT PERMISSION
30. Here are the constants…
mo MO Studio | Design Thinking in the Real World 30DO NOT DISTRIBUTE WITHOUT PERMISSION
1. Comfort with ambiguity
2. Starting with right questions vs assumed answers
3. Divergence & convergence
4. Dedicated time for curiosity & tinkering
5. Time to get tangible (no more words)
6. Rapid iteration towards a tested solution
31. 31
UNDERSTAND DEFINE
TEST +
ITERATE
IDEATE PROTOTYPE DESIGN
INSPIRATION EXPLORATION DEVELOPMENT
Applying Human-Centered Design
mo MO Studio | Design Thinking in the Real World DO NOT DISTRIBUTE WITHOUT PERMISSION
33. mo MO Studio | Design Thinking in the Real World 33DO NOT DISTRIBUTE WITHOUT PERMISSION
INSPIRATION EXPLORATION DEVELOPMENT
Google can build knowledge but not empathy... get out there!
Get out.
If you can find it on google, so can your
competitors. Get outside your usual sphere
of influence and world.
34. mo MO Studio | Design Thinking in the Real World 34DO NOT DISTRIBUTE WITHOUT PERMISSION
DEFINE
TEST +
ITERATE
IDEATE PROTOTYPE DESIGN
• Build user empathy via ethnographic-style interviews
• Observe natural behaviors & contexts of use
• Dig deep into values, emotional drivers, conflicts
• Question your assumptions & hypotheses
• Discover unmet needs, pain-points,“workarounds”
• Learn from analogous examples in outside industries
ACTIVITIES
• Research Plan
• Notes, Key User Stories & Quotations
• Visual Documentation
OUTPUTS
INSPIRATION EXPLORATION DEVELOPMENT
UNDERSTAND
35. mo MO Studio | Design Thinking in the Real World 35DO NOT DISTRIBUTE WITHOUT PERMISSION
Discover insights that
lead to actionable
opportunities.
Trends and data only tell part of
the story. To achieve truly break-
through ideas, dig deeper to
understand people’s values,
behaviors, unmet needs, pain-
points and emotional drivers.
IN-CONTEXT ETHNOGRAPHIC STUDIES
Getting up close & personal with current or potential users in the context of their real lives to
build empathy, discover unheard stories, and deeper insights about their needs, choices, and
emotional drivers as consumers.
PAIN-POINTS & WORKAROUNDS
In the absence of solutions, people create
their own “workarounds” to achieve desired
outcomes. (Red flags for unmet needs!)
“UNFOCUS” GROUPS
Taking to groups of users in casual, relaxed
settings to facilitate natural conversations and
honest opinions (vs. traditional focus groups).
INSPIRATION EXPLORATION
SHADOWING & OBSERVATIONS
Walking through processes or experiences
with people to understand their needs and
considerations “in-the-moment”.
DEVELOPMENT
36. MO Studio | Design Thinking in the Real Worldmo 36
What can surgical teams learn from
racing pit crews?
GO BEYOND “MAINSTREAM” TO
LEARN FROM EXTREMES:
“Extreme Users” often reveal
insights around emerging behaviors
and needs that may become
mainstream in the future.
(i.e. Tiny home movement, Gluten-free diets)
LOOK BEYOND TYPICAL
BENCHMARKS FOR ANALOGOUS
INSPIRATION:
Odds are, your competitors have
many of the same inputs and
definitions of success. To be a trail
blazer, look where others did not
think to find solutions.
INSPIRATION EXPLORATION DEVELOPMENT
37. MO Studio | Design Thinking in the Real Worldmo 37
Gather business
insights upstream
and in-field to
increase the viability
and feasibility of an
idea.
Assumptions and business models
should be tested among potential
stakeholders in the ecosystem you
are designing for.
ECOSYSTEM MAPPING
Understand the critical stakeholders,
influencers, and enablers, and the
dynamics of major relationships at
play.
VALUE/SUPPLY CHAIN ANALYSIS
Consider the entire life cycle of an idea,
and look for points along the value &
supply chain where you can design the
strongest competitive advantages.
VALUE PROPOSITION TESTING
Take various “sacrificial concepts” out
into the field to test a range of value
propositions and their potential
impact on consumers.
BUSINESS MODELING
Explore the potential strengths and
weaknesses of different business
models and variables.
INSPIRATION EXPLORATION DEVELOPMENT
38. mo MO Studio | Design Thinking in the Real World 38DO NOT DISTRIBUTE WITHOUT PERMISSION
UNDERSTAND DEFINE
TEST +
ITERATE
IDEATE PROTOTYPE DESIGN
• “Download” & share research learnings amongst team
• Look for patterns across interviews and observations
• Distill learnings down to what matters most
• Identify key points that impact your design/business
• Identify key unmet needs that need to be supported
ACTIVITIES
• Key Insights
• Landscape of Opportunity Areas
• Frameworks: User Behavior Types, User Journey, etc.
• Design Principles
OUTPUTS
INSPIRATION EXPLORATION DEVELOPMENT
39. mo MO Studio | Design Thinking in the Real World 39DO NOT DISTRIBUTE WITHOUT PERMISSION
Frameworks help simplify
complexity
There are countless factors and variables
that affect the ecosystem you are
designing for. As you synthesize and distill
your learnings, create frameworks to
summarize the important contexts that are
fundamental to your success.
BEHAVIOR TYPES
To understand the landscape of potential customers or users,
think about the different types of behaviors that characterize
different modes or use or need. You may want to target specific
types, or tailor offerings to different types.
OPPORTUNITY AREAS
In the wide realm of possible offerings, where did you identify
and observe the most need that played to your strengths and
would result in a competitive advantage and differentiation?
USER JOURNEYS
Successful ideas do not just consider a one dimensional
moment of use but an entire holistic chain of experiences,
from building awareness and discovery, all the way to
customer loyalty and repeat use.
INSPIRATION EXPLORATION DEVELOPMENT
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INSPIRATION EXPLORATION DEVELOPMENT
Get real.
Time to stop talking and get tangible, but don’t
jump to conclusions yet. Fail often and upstream in
your process to learn what works/doesn’t work.
42. mo MO Studio | Design Thinking in the Real World 42DO NOT DISTRIBUTE WITHOUT PERMISSION
INSPIRATION EXPLORATION DEVELOPMENT
43. mo MO Studio | Design Thinking in the Real World 43DO NOT DISTRIBUTE WITHOUT PERMISSION
UNDERSTAND DEFINE
TEST +
ITERATE
PROTOTYPE DESIGN
• Identify which opportunity areas you want to take further
• Brainstorm, go wide, get visual, build on interdisciplinary
ideas in a judgment free space
• Synthesize ideas, see where there are points of gravity
and cluster them into concepts areas
• Prioritize which concepts areas are worth exploring
further
ACTIVITIES
• Brainstorm Ideas
• Prioritized Concept Areas
OUTPUTS
INSPIRATION EXPLORATION DEVELOPMENT
IDEATE
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BRAINSTORMING RULES!
(check yo’ self before you wreck yo’ brainstorm)
INSPIRATION EXPLORATION DEVELOPMENT
Stay focused on topic.
Defer judgment.
Encourage wild ideas.
Go for quantity.
One conversation at a time.
Build on the ideas of others.
Be visual.
45. mo MO Studio | Design Thinking in the Real World 45DO NOT DISTRIBUTE WITHOUT PERMISSION
BRAINSTORMING RULES!
(check yo’ self before you wreck yo’ brainstorm)
INSPIRATION EXPLORATION DEVELOPMENT
Stay focused on topic.
Defer judgment.
Encourage wild ideas.
Go for quantity.
One conversation at a time.
Build on the ideas of others.
Be visual.
46. mo MO Studio | Design Thinking in the Real World 46DO NOT DISTRIBUTE WITHOUT PERMISSION
UNDERSTAND DEFINE
TEST +
ITERATE
DESIGN
• Create/build rapid rough prototypes and mock-ups
• Have enough to be able to test and compare a
range of options and ideas
• Play with them to explore and identify fails vs. ideas
with potential
ACTIVITES
• Initial Concept Directions to prototype
• A range of rough prototypes
• Communication/story of the intent of each
prototype for user feedback
OUTPUTS
INSPIRATION EXPLORATION DEVELOPMENT
IDEATE PROTOTYPE
PROTOYPE SPACES
PROTOTYPE SERVICE + COMMS
PROTOTYPE PRODUCTS
PROTOTYPE EXPERIENCES
47. 47
INSPIRATION EXPLORATION DEVELOPMENT
Exploratory Prototypes are…
- Useful to test any form of an idea (not just products)
- Rough and representative (not polished or literal)
- Meant to be tried, tested, played with (not precious)
- Tangible expressions that can be shared for feedback and reaction (instead of just
words or abstractions)
- Iterative tools, learning from making rapid errors and corrections (not final solutions)
- Decision making tools, based on first-hand experience of what works and doesn’t
(instead of assumptions)
- Good way to prevent over investing in early, untested ideas.
mo MO Studio | Design Thinking in the Real World DO NOT DISTRIBUTE WITHOUT PERMISSION
49. Get checked.
You know too much and are too invested to realize
red flags. You need a fresh outside perspective to
give you a reality check.
INSPIRATION EXPLORATION DEVELOPMENT
50. mo MO Studio | Design Thinking in the Real World 50DO NOT DISTRIBUTE WITHOUT PERMISSION
UNDERSTAND DEFINE PROTOTYPE DESIGN
• Think about what design assumptions you want to test
• Create a test guide or plan that includes the key questions
and points you want feedback on and the types of people
who would provide useful opinions
• Recruit test users
• Observe people using/interacting with your concept with
minimal instruction to see how intuitive it is
ACTIVITIES
• User Test/Feedback Plan
• Document User Feedback
• Concept Iterations
OUTPUTS
INSPIRATION EXPLORATION DEVELOPMENT
IDEATE
TEST +
ITERATE
51. mo MO Studio | Design Thinking in the Real World 51DO NOT DISTRIBUTE WITHOUT PERMISSION
UNDERSTAND DEFINE PROTOTYPE
• Decide on your final design direction
• Produce your design
• Work with key stakeholders to ensure the design
support necessary criteria (people, business, tech)
• Document and communicate the story around your
design, it’s valuable proposition, and the end-to-end
user experience journey
ACTIVITIES
• Concept Design & Visualization
• Concept Story and User Journey
OUTPUTS
INSPIRATION EXPLORATION DEVELOPMENT
IDEATE
TEST +
ITERATE
DESIGN
Moments That Matter
Threshold
-
ence
Navigate
Reward ex-
loration
Pause
-
logue
Market District Journey
Set the Tone
Upfront
Encourage Breadth
and Depth
Pause
Create a New Way
Of Evaluating
Seed opportunities to
Communicate
Find a Voice Through
Open Dialogue
Interim Presentation 12/19/07
Introduction / GE Framework / Format Frameworks / Consumer Segmentation / Positionings / Moments / Next Steps
• Business Strategy
• Implementation Plan
52. DESIGN
THINKING
Get smart. Get real. Get checked.
More fun, open and creative
Aligns teams around a shared
experience & vision
Collective process to continually
challenge status quo
Better chance of long term success
55. Thanks for listening &
let’s keep in touch!
We love long walks on the beach,
or inspiring chats in hipster cafes.
sue@themostudio.com
jeff@themostudio.com
www.themostudio.com