Design Thinking for Destinations
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The document discusses the implementation of design thinking in economic development and its impact on creating new identities for destinations, highlighted by significant increases in website traffic and recognition for best practices. It outlines challenges faced by cities such as workforce availability and job creation, emphasizing the necessity of a user-centered approach to address these 'wicked problems.' The piece advocates for collaboration, reframing problems, and co-creating solutions to adapt to the changing dynamics of urban environments.
Design Thinking for Destinations
- 1. CEO, Atlas CEO, Better Practice
- 3. THE RESULTS: A new brand and position for the county, a new business identity, the relocation of Boeing to Charleston County, and an increase in website visits by 150%. In addition this website won the best economic development website in the world in 2011. 6Countries 48States 461Places Since 2001
- 4. • Co-hosting Disrupt-ED November 9-11 (Denver) • Disseminating new white paper on impact and influence of economic development • offers.atlas-advertising.com/econ-dev- white-paper-2017 • Releasing new tourism white paper in tandem with the U.S. Travel Association Join the Movement! Type in “send me a copy” into your chat box
- 5. Poll
- 6. Poll Results
- 9. CITIES ARE CHANGING WITH OR WITHOUT YOU
- 10. What Are the Challenges Cities Face? 1. Workforce availability 2. Job creation 3. Demographics 4. Infrastructure 5. Water 6. Energy 7. Affordable housing 8. Crime 9. Visitor spending 10.Income Inequality ISSUES You start from what people, users, customers, prospects, visitors (...) need, their motivations and the problems they are trying to solve.
- 11. How Are Cities Approaching Problems? Divide and conquer (Over) simplify Force a solution (to satisfy the most powerful players)
- 12. 50% 5%40% 75% 10% 10% 5% What Matters Most? Job Creation Workforce Demographics Visitor Spending 5%
- 13. WHY CAN’T WE HAVE IT ALL?
- 15. Wicked problems are highly resistant to solutions.
- 16. How Did We Get Here?
- 17. MAKE PEOPLE WANT THINGS MAKE THINGS PEOPLE WANT
- 18. MAKE THINGS THAT PEOPLE NEED
- 21. 22
- 22. Earliest tools 2.5 million years ago Specialized tools 40 thousand years ago Urban design & architecture in Mesopotamia 10 thousand years ago Development of cuneiform in Sumer 5 thousand years ago First citation of verb “design” 1548 First citation of noun “design” 1588 Industrial revolution in Great Britain Mid 18th century The Practical Draughtsman’s Book of Industrial Design First use of the term “industrial design” 1853 Design Thinking, Design Theory Series MIT Press 2015
- 23. Useful Iterative What is Design Thinking? Collaborative Abstract Creative
- 24. A User-Centered Approach to Problem Solving90% is about reframing the problem
- 25. “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about the solution.” ~ Albert Einstein
- 26. How Design Thinking Feels “The Process of Design Squiggle” by Damien Newman, Central Office of Design
- 27. What is Design Thinking? Reframe the problem for better outcomes
- 28. Applied Examples
- 31. “GM begins testing autonomous cars in Detroit.”
- 32. NICHE & UNREALIZED POTENTIAL UNFOCUSED STANDARD POTENTIAL LEADERSHIP High Touch (Relationships and Knowledge) HighTech (DifferentiationandRelevance) Design Thinking for Marketing Systems • Data Visualization • VR Experiences • SEM • Websites • Social • Mobile Applications • Marketing Automation • Content Marketing • Trade shows • Fam Tours • Cocktails and handshakes • Employer Surveys• Council Meetings • Sub Committees • Elevated PR • Digital Marketing BROKEN. The old marketing playbook is
- 35. Poll
- 36. Poll Results
- 43. WHAT ROLE WILL YOU PLAY IN THE FUTURE OF YOUR DESTINATION?
- 45. When you find yourself facing a wicked problem…
- 46. STOP 1
- 47. Take a deep, cleansing breath. 2
- 48. Step back. 3
- 49. What voices have I not been hearing? What conversations have not been had? 4
- 50. 5 Go listen to those voices. Facilitate those conversations.
- 51. 6 Become a new observer. Reframe the problem.
- 53. Create new frames together. 8
- 55. Co-create a new possibility together. 10
- 56. A Design Thinking Worksheet
- 57. IF THE ONLY TOOL THAT YOU HAVE IS A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL - Abraham Maslow
- 58. CITIES ARE CHANGING WITH OR WITHOUT YOU
- 59. IF YOU WEREN’T A HAMMER…
- 60. IF YOU WEREN’T A HAMMER… WHAT COULD YOU BE?
- 61. Guillermo Mazier, CEO 1860 Blake Street, Suite B101 Denver, CO 80202 USA +913 742-1720 (Cell) +303 292-3300 (Office) www.atlas-advertising.com www.blog.atlas-advertising.com Connect With Us + Questions Guillermom@atlas-advertising.com 913.742.1720 joe@betterpractice.com 303.941.2659