The document discusses design thinking as a process for innovation and leadership. It is presented in three stages that are iterative, nonlinear, and coordinated by a leader. The objective is to develop applicable innovations that solve problems for people. Examples are given of companies that use design thinking like IDEO, Procter & Gamble, Lego Serious Play, and XPlane. Definitions of design thinking emphasize that it uses design methods to match user needs with feasible technologies to create customer value. The design thinking process involves empathy, ideation, and implementation.

1. Design Thinking:
A process for
innovation and leadership
A presentation by Alan Murdock

2. Design Thinking is
A process
Often organized in three
stags, to be discussed
Iterative
Teams or individuals make
and remake ideas to explore
many possible outcomes
Nonlinear
The process can branch in
multiple directions or circle
back to earlier stages
Coordinated
A timeframe or steps are
organized and tracked by a
leader/coordinator/motivator
Directed
The leader/coordinator may
point toward areas or ideas
to explore
Solution Oriented
The objective of design
thinking is more than critical
thinking. The goal is to
develop applicable
innovations that solve
problems for people

3. Cheskin Consulting

4. Cross functional teams use team planning, ideating, and prototyping

5. Ives Behar
Known for iteration and collaboration of designers and
engineers from the outset of each project.

6. Ives Behar
Fuseproject has worked on projects for top industry from
the outset.

7. Ives Behar
And on engaging service projects like the “One Laptop Per
Child” initiative.

8. James Dyson
Known for pulling things apart, identifying problems and
extreme iteration and prototyping, Dyson is a top seller in
the US vacuum market.

9. Proctor & Gamble
Known for its Knowledge Management, Proctor & Gamble has
emphasized iteration and revision from the outset. David
Altschul (right) of Character has consulted on P&G brands
using Design Thinking.

10. Lego Serious Play
By examining its core strengths, Lego branched into
design thinking and innovation consulting.

11. XPlane
By combining process innovation and illustration
competencies, Xplane uses design thinking to help
businesses refine internal processes.

12. XPlane

13. Horizon 2 video game demonstrates variety in autos
Auto industry adopted customer focused design initiatives
as production capacity outstripped demand.

14. Historically, design has been treated as a
downstream step in the development process –
the point where designers, who have played no
earlier role in the substantive work of
innovation come along and put a beautiful
wrapper around the idea.” Tim Brown
Tim Brown, founder of IDEO “Design
Thinking” in Harvard Business
Review, June, 2008

15. Design thinking defined: “a
methodology that imbues the
full spectrum of innovation
activities with a human
centered design ethos.”
Tim Brown, founder of IDEO “Design
Thinking” in Harvard Business
Review, June, 2008

16. “Innovation is powered by a thorough
understanding, through direct
observation, of what people want and
need in their lives and what they like or
dislike about the way particular
products are made, packaged,
marketed, sold, and supported.”
Tim Brown, founder of IDEO “Design
Thinking” in Harvard Business
Review, June, 2008

17. Design thinking defined: “Design Thinking is a
process of creating and developing new and
innovative ideas in order to solve problems.”
Chong S. K. Lee and Ron Benza
“Teaching Innovation Skills:
Application of Design Thinking in a
Graduate Marketing Course”

18. Design thinking defined: “[It] is 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 can convert
into customer value and market opportunity.”
Chong S. K. Lee and Ron Benza
“Teaching Innovation Skills:
Application of Design Thinking in a
Graduate Marketing Course”

19. Design Thinking Process
Inspiration Ideation
Implementatio
n
Empathy for context of
problem
Generation of insights
Creativity
Collaboration
Rational analysis
and solution design
fitting the problem
context
Production
requirements
Cost
Distribution
Installation
Service

21. IDEATE
DEFINE
MEASURE
ANALYZE
IMPLEMENT
CONTROL
Cost Risk
Standard business innovation
funnel
Business’s idea
of the
Design process
Is in ‘implementation’
Design
Publish, print
install

22. Stanford crash course in Design Thinking

23. My interpretation of the design thinking process
✘Listen/play
✘Iterate/play/listen
✘Refine/listen/define

24. Divergence before convergence

25. Design Problem:
There are so many digital resources in the
online library, students don’t know where to
start. Desired outcome: Without redesigning
the online website, design a process that will
result in students joyfully seeking out, engaging
with, and promoting to their peers existing
resources in the library collection.

26. Jonny Ive, senior VP of design, Apple

27. Edison Laboratory
A complex idea can be conveyed with just a single still
image, namely making it possible to absorb large amounts
of data quickly.

28. Design
Thinking
Thank you!

29. Design
Challenge
Create
The assignment