This document discusses design thinking and how startups can integrate it into their process. It defines design thinking as combining creative and analytical thinking to solve problems. It recommends that startups (1) involve everyone in design thinking, not just designers, (2) deeply understand the problem to be solved, (3) create prototypes and get feedback to refine the solution, and (4) hire "T-shaped" individuals with skills across disciplines and encourage cross-training. The document emphasizes that design thinking is about understanding people and that anyone can be a good design thinker.
2. What is Design?
It’s the process by which an artifact is
brought into existence.
“Design is art that people use”
- Ellen Lupton
3. What is design
thinking?
It’s a mindset of combining creative and
analytical thinking and applying it toward
solving a specific problem.
4. Bad definition.
"Unlike analytical thinking, design thinking
is a creative process based around the
‘building up’ of ideas."
- Wikipedia
5. Good definition.
“A process of creative and critical thinking
that allows information and ideas to be
organized, decisions to be made, situations to
be improved, and knowledge to be gained.”
- Charles Burnette
17. School Life Real Life
Mistakes are learning
Mistakes are punished.
experiences.
Failure is not tolerated. Failure breeds success.
Given the questions; find Ask great questions; find the
the right answers. best answers.
Intuition and imagination
Knowledge and certainty
create potential for using
foster confidence. knowledge.
26. So, how does a
startup integrate
design thinking into
its process?
27. 1. Understand that design
thinking is not just the
designer’s role; it’s
everyone’s role.
28. Design is not about products;
it’s about people.
Think beyond tasks;
Their lives. Their challenges. Their dreams.
The user’s journey starts long before they click that button.
29. 2. Understand and define the
problem you’re trying to
solve.
Take the time to ask a lot of annoying WHY questions.
And don’t move to the solution space too soon.
30. Create a story.
Our brains are hardwired for stories. If
we like them, we remember them
forever.
Like a good movie,
design should tell a
good story.
31. Communicate your story, and
ask people to tell you what they
heard and what they think.
* Don’t be afraid that someone will steal your story; it’s very likely
that many people had that idea before you, and did nothing about it.
32. Sketch you ideas.
You don’t need to know how to draw in order to sketch.
As long as your sketches capture your ideas, it doesn’t matter
if they “don’t look good”.
33. Create quick and crude prototypes
Prototypes create conversations. They are ALIVE!
The sooner they work, the sooner you realize what your product needs to be.
34. 3. Refine your prototype until it
becomes like a movie trailer for
your product.
It will always remind you of your story.
And don’t worry about it being too functional or
good looking.
38. 4. Run a weekly or monthly
brainstorming meeting to
encourage wild ideas.
The best way to get good ideas is to get lots of ideas. And the best
time to get good ideas may be when you don’t need them.
39. 5. Encourage your team to think
visually.
Ask them to carry sketchbooks and to freely express their ideas on
whiteboards.
40. Visit a design agency for a day
Design agencies typically create great design environments.
41. 6. Become your own best
competition.
Don’t get too comfortable with success.
A design is NEVER done. It’s never good enough.
Solve harder problems than your competition does.
42. Define and embrace constraints
as part of the creative process.
The main difference between a rocket and a bomb is that the former
is a controlled explosion.
43. Create a character for your
product
What will your product be if it were a car? a phone? a shoe?
Who will your product be if it were a movie star? a political figure?
Describe your products in human-like adjectives.
44. 7. Hire T-shaped individuals.
They tend to be professional in one area, but
are skilled in many other areas.
They are highly intuitive.
And they work as bridges between disciplines.
45. Discourage rigid roles.
Leave these roles to enterprises.
Everyone should be a product caretaker.
46. Encourage cross-training.
Give your designers business training and your
developers design training.
Invite outsiders to come and talk about what they do,
even if it’s nothing related to what your team is working on.
47. If possible, elect a CDO role
(Chief Design Officer)
Let people in your company understand that
design is as valuable as technology and
business.
48. Anyone can be a designer
Anyone can be a good design thinker
49. The most inspiring quote from a founder I’ve
worked with.
“This looks exciting and
scary. Let’s do it!”
50. Where to go from here?
•Follow me on Twitter: @amirkhella
I tweet links, quick insights and advice about
Design Thinking for Startups
•Visit my blog: www.amirkhella.com
I write short posts about design, business and life
•Sign up for an upcoming webinar
Get one-on-one design advice about your product and
business
Amir Khella
User Experience Guru
amir@fictiv.com