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Maximizing the ROI of Design Thinking

Darden Business School professor Jeanne Liedtka continues her webinar series on 'Evaluating the Impact of #DesignThinking', this time as part of #IMAGINE2020, focusing on the ‘social technology’ aspect of design thinking.

Maximizing the ROI of Design Thinking

  1. 1. The Innovator’s Journey How design shapes us as we shape design
  2. 2. The ROI of design: a complex process Design Thinking Impacts Better ideas
  3. 3. The ROI of design: a complex process Design Thinking Impacts Improved Implementation and Adaptation Building Tru Better ideas
  4. 4. The ROI of design: a complex process Design Thinking Impacts Improved Implementation and Adaptation Building Trust Network Capability and Resource Enhancement Better ideas
  5. 5. The ROI of design: a complex process Design Thinking Impacts Improved Implementation and Adaptation Building Trust Network Capability and Resource Enhancement Individual Psychological Benefits Better ideas
  6. 6. What do we mean when we say that design thinking is a social technology?
  7. 7. Design Thinking looks like a set of activities that innovators do… Gathering Data Identifying Insights Establishing Design Criteria Generating Ideas Visualizing Solutions Testing
  8. 8. But it is also a sequence of personal experiences that they have ... Gathering Data Identifying Insights Establishing Design Criteria Generating Ideas Prototyping Testing Learning in Action Visualization Emergence Alignment Sensemaking Immersion Doing Experiencing
  9. 9. These experiences help us to become someone different than when we started out... Confident and Inspired Collaborative and user-driven Comfort with co- creation and difference Ideas feel real Learn how to let go of both ideas and the fear of failure Gathering Data Identifying Insights Establishing Design Criteria Generating Ideas Prototyping Testing Learning in Action Visualization Emergence Alignment Sensemaking Immersion Doing Experiencing Becoming Empathetic and curious
  10. 10. These shifts set the stage for doing design more deeply ExpertNovice Immersion -Distinguish between the user and yourself -Develop a sense of self-awareness -Recognize opportunity areas in ambiguity and places where design can make an impact Sensemaking -Go beyond what users say and do to identify tacit needs -Infer in a way that is vivid, informative and actionable -Generate ideas that inspire more questions Alignment -Achieve a shared, prioritized collective understanding -Leverage diversity to identify higher order solutions Emergence -Explore unexpected ideas with lateral thinking -Creatively construct hypotheses focused on new possibility, not past history Materialization -Build a truly immersive experience that invites participation to accurately test assumptions. -Create simplified visualizations with a clarity of purpose Learning in Action -Design a way to test assumptions rather than the idea itself - To invite active stakeholder participation. -Listen non-defensively to critique and iterate based on learnings.
  11. 11. This jounrey to becoming is not one-size-fits-all but our research finds predictable pathways for different personality types
  12. 12. Individuals have different preference profiles Driver · Competitive & focused on results · Naturally comfortable acting in the face of uncertainty · Prefer being in charge or working alone. Influencer · Social and love human interaction · Willing to build trust with relative strangers · Naturally possibility-driven Supporter · Team players · Friendly & Supportive · Conflict avoidant Controller · Rational & objective · Naturally investigative critical thinker · Uncomfortable acting without solid data to support
  13. 13. Diverse profiles improve project outcomes …But can also create discomfort on a team
  14. 14. Influencer Controller Supporter Driver One design journey… multiple experiences level of comfort by type
  15. 15. Innovator Types Driver High Point: Sensemaking + Alignment Low Point: Problem Definition and Immersion Famous Words “I can have difficulties sticking with the pace of the team and need to be more patient when people require additional time to make a decision.”
  16. 16. Innovator Types Controller High Point: Emergence Low Point: Sensemaking + Alignment Famous Words “I tend to be good at analyzing and checking but also might be a perfectionist, reluctant to act without complete information. “I was a little intimidated to go through the design thinking process because I assumed it was meant for people that are “naturally” creative…”
  17. 17. Innovator Types Influencer High Point: Immersion Low Point: Emergence Famous Words “While initially I felt the rigidly defined steps would be an impediment to creativity, they allowed the team to move effortlessly through many of the trickiest stages of design, such as insight generation, with minimal frustration.” “I had to work harder to articulate my thoughts and not just take mutual understanding for granted.”
  18. 18. Innovator Types Supporter High Point: Sensemaking + Alignment Low Point: Problem Definition Famous Words “I view myself as being less creative. But I learned and witnessed that working and discussing ideas in a team setting harnesses creativity out of every individual.”
  19. 19. What happens when the journey is virtual versus face to face? Observations as we switch to online
  20. 20. Two groups are not significantly affected by virtual DT Drivers’ virtual experience was inconclusive. Some had strong discomfort throughout the process, and others had noticeably higher peaks of comfort, particularly in emergence. Supporters’ virtual journeys were inconclusive due to sample size. With only four viable Supporters (out of the 86 participants), we cannot infer how they react to virtual experiences with DT. The impact of virtual experiences on these types requires a deeper look into a larger sample size.
  21. 21. Two groups are significantly affected by virtual DT Controllers experienced similar patterns of comfort at first, but those in virtual settings never got that boost of creative confidence during emergence. They also entered immersion significantly lower comfort levels than their peers. Influencers were significantly impacted by a forced virtual experience. Every phase brought a similar rise and drop in comfort, yet their overall comfort levels sank significantly than the in-person influencer experience. in-person in-person virtual virtual
  22. 22. What next?
  23. 23. Take our survey to assess the outcomes you are achieving….. https://ugeorgia.ca1.qualtrics.com/jfe/form/SV_0O4ABfOyTj7LiOF
  24. 24. D E S I G N T H I N K I N G A N D I N N O V A T I O N S P E C I A L I Z A T I O N Earn your Design Thinking and Innovation Specialization by completing three project-based online courses: • Design Thinking Workshop (8 weeks) - Combines Design Thinking Part I: Insights to Inspiration and Design Thinking Part II: Ideas to Action Price: $800 (20% off regular program price) • Discovery Tools (5 weeks) Price: $495 • Creating the Innovative Workplace (5 weeks) Price: $495 Specialization Pricing Take the Workshop and register for two additional courses by 16 August 2020 to receive your specialization by 18 October 2020 for $1,600. More Information at www.darden.edu/dtspecialization20 R E C O M M E N D E D C O U R S E S C H E D U L E : 8 J U N – 1 6 A U G D E S I G N T H I N K I N G W O R K S H O P 1 4 S E P T – 1 8 O C T C R E A T I N G T H E I N N O V A T I V E W O R K P L A C E - A N D - D I S C O V E R Y T O O L S
  25. 25. Co-Authors in Crime Karen Hold Jessica Eldridge Add picture 1.68 width 2.48 height Kristina Jaskyte Bahr

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