Introduction to Design Thinking, a way to produce better products! Concepts of design thinking can be helpful no matter your background, IT, business, design, art, etc.

1. Design Thinking
Presented by: Maria Attarian
Helen Kontozopoulos
Anna Kop

2. Overview
• Herbert A. Simon: The Sciences of the Artificial (1969)
Robert McKim: Experiences in Visual Thinking (1973)
Peter Rowe: Design Thinking (1987)
"Design Thinking": David M. Kelley, founder of IDEO (1991)
• Design thinking is defined as combining empathy for the
context of a problem, creativity in the generation of insights
and solutions, and rationality in analyzing and fitting various
solutions to the problem context

3. Our example: dashDB
• What is it?
Powerful and agile data warehousing solution on the cloud.
• What it can do
Data visualization and data analysis.
• Why dashDB
Simplicity, rapid cloud provisioning, optimized for analytics,
built-in analytics
• Who will be using it

4. Design Thinking in a nutshell

5. Start with 6 experiences
Pain Points

6. Step 1
Choose 1 persona
• Criteria (age, skills, education, etc.)
• What do they do in their work?
• What are their goals?
• What are their motivations and needs?
• Apply the persona to IBM dashDB

7. Step 2
Create User Cases
• How will the persona use IBM dashDB?
• Examples: Draw the story!

8. Step 3
Empathy Map

9. Step 3
As-is

10. Step 3

11. Step 4
• Apply your persona to a problem!