Design thinking process explained

DESIGN THINKING: the Process that Can
Radically Change the Way You Innovate
Rafał Kołodziej
14/07/2017

Who we are?
Creating positive change through
focusing organizations on human needs.
DESIGNING
DIRECTION
OF CHANGE
DESIGNING
INNOVATION
PREPARING
ORGANIZATIONS
TO ADOPT CHANGE
FUTURES
THINKING
VALUE
PROPOSITION
DESIGN
DISCOVERING
UN-MET NEEDS
INNOVATION
STRATEGY
PRODUCT
& SERVICE
DESIGN
CUSTOMER
JOURNEY
DESIGN
UNIQUE
EXPERIENCES
DESIGN
TESTING
PROTOTYPES
DESIGNING
INNOVATION
CULTURE
TUNING INTERNAL
INNOVATION
PROCESSES
DESIGNING
INTERNAL R&D
IN SME
INNOVATORS’
CONTRACTORY

How do we do?
HUMAN-CENTERED APPROACH
LEAN
SERVICE
DESIGN
CUSTOMER
BEHAVIOR
FUTURES
THINKING
Creating positive change through
focusing organizations on human needs.

Edwin Bendyk, Jerzy Hausner, Michał Kudłacz
„MIASTO – IDEA. Nowe podejście do rozwoju miast”
„You cannot first
understand the
problem to solve it
anymore.
You have to
start to solve it
to understand it.”

Our last ’design thinking’ challenges in Greenhat
City: how to prepare City of Poznań
for the challenges of future?
National Park: how to make tourists not trespass
prepared tracks?
Court: how to make minimize stress of people
entering the court?
Bank: how to make people want spend more of
their time in a bank branch?
Insurance: how to make people understand the idea,
benefits and mechanism of insurance?

„Design Thinking
is a human-centered
approach to innovation.”
Tim Brown, IDEO

Innovation is a sequence of iterative
approximations in the area of MIGHT be.

FUTURES
THINKING
FUTURES
THINKING

EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
DEFINE
NEEDS
NAME
PROBLEM
PROTOTYPE
AND TEST
BUILD
SOLUTION
PPlanB PLAN GO LIVE
Research
Personas
Problem
definition
Filtering
information
Prototyping
Testing
with users
BRIEF
Challenge
or problem
Gathering
information
around the
problem area
Observations
Diagnostic
workshops
Design
challenge
Building
solutions
Generating
ideas
Solution
adjusting
Data analysis
and problem
definition
Building
solution
(prototypes)
Testing
prototypes
and developing
final solution
Solution ready
for implementation

“Learning is the
process whereby
knowledge is
created through
the transformation
of experience.”
Dr David Kolb

Instead of just telling you
about design thinking, I want to
immediately have you jump right
in and experience it for yourself.
I am going to do a design project
for about the next hour.

So let’s
experience
it first :)

Design thinking process explained

Your challenge is to:
re-design the elements of cultural
experience of your partner.

You can easily download this Design Thinking training
https://dschool.stanford.edu/s/Facilitators-Guide_Design-Thinking.pdf

Start with the reflection of your cultural experience
> When have you been to any concert,
exhibition, in a museum, theatre?
> Why have you chosen this event?
> Have you been there alone / in a company?
> Had you planned this visit before or was it
a spontaneous jump-out?
> How have you bought the ticket?
> Have you used any guidance?
> Did you feel warm? Cold? Did you feel any
smell? What colour you associate with it?
> How much time did you spend there?
> What made you anxious?
> Was there anything dedicated to you?
> What did you tell your friends of it?
take notes!

Now ask your partner to tell about his/her experience
> When have you been to any concert,
exhibition, in a museum, theatre?
> Why have you chosen this event?
> Have you been there alone / in a company?
> Had you planned this visit before or was it
a spontaneous jump-out?
> How have you bought the ticket?
> Have you used any guidance?
> Did you feel warm? Cold? Did you feel any
smell? What colour you associate with it?
> How much time did you spend there?
> What made you anxious?
> Was there anything dedicated to you?
> What did you tell your friends of it?
take notes!

Dig deeper
> Try to dig for stories, feelings, and emotion.
> Ask ‘WHY?’ as often as possible.
take notes!

Re-frame the problem
Work individually – take 3 minutes to collect your
thoughts and reflect on what you’ve heard.
> Try to synthesize your learning into a few
‘needs’ that you have discovered, and a few
‘insights’ that you find interesting.
> ‘Needs’ should be verbs.
> For example maybe your partner needs
to feel like they have a knowledge of
the people that already participated.
> “Insights” are discoveries that you might be
able to leverage when creating solutions.
> For example, you might have discovered the
insight that your partner views events with
audience participation more meaningful
and attractive. take notes!

Re-frame the problem
Define the problem statement
> This is the statement that you’re going
to address with your design, so make
sure it’s juicy and actionable!
> It should feel like a problem worth tackling!
take notes!

Ideate:
generate
alternatives
to test.

Generate alternatives to test
> Re-write the problem definition from
the previous page. Have a second look at it.
> Now you are creating solutions to the new
challenge you’ve identified.
> You have 5 minutes to sketch as many
ideas as possible. GO FOR VOLUME!
> This is time for idea generation, not evaluation
- you can evaluate your ideas later.
> Let’s see who of you can come up with
at least 7 ideas! J
> Remember to be VISUAL - use words just
when necessary to call out details.
> Try to sketch wildly different ways to
address your problem statement!. Draw solutions

Share your solutions & capture feedback
> Now it’s time to share your sketches with
your partner!”
> Partner A, share your sketches with Partner B
first, and then I’ll tell you to switch after four
minutes. Take notes of likes/dislikes to build
on new idea, but also listen for new insights.
> This is not just about testing your ideas.
> This is another opportunity to learn more
about your partner’s feelings and worldview.
> Fight the urge to explain and defend your
ideas - see what they make of them!”
> Spend the time listening to your partners
reactions and questions.
take notes!

Iterate based on feedback
> Now, take a moment to consider what you
have learned both about your partner, and
about the solutions you generated.
> From this new understanding of your partner
and his or her needs, sketch a new idea.
> This solution may be a variation on an idea
from before or something completely new.
> You are still addressing a problem statement
your partner articulated, but you might point
out that their previous problem statement may
need to change to incorporate the new insights
and needs they discovered.
> Try to provide as much detail and colour
around your idea as possible.
> How might this solution fit into the context
of your partner’s life?”
take notes!

Build your solution
> Create a physical prototype of your solution.
> Try to create an experience that their partner
can react to (not only a static model).
> MAKE something that your partner can
engage and interact with.
> If your solution is a service or a system,
create a scenario that allows your partner
to experience this innovation.
> Use whatever materials are available
to you - including space!”
> Be scrappy and quick - you only have
7 minutes!!!”

Share your solution and get feedback
> Share your prototype with your partner :)
> Validation of the prototype is not the point
- it should be an artifact that facilitates a new,
targeted conversation.
> When you test, LET GO of your prototype,
physically and emotionally.
> Your prototype is NOT PRECIOUS, but the
feedback and new insights it draws out are!
> DON’T DEFEND your prototype; instead,
watch how your partner uses and misuses it.
take notes!

Put all the prototypes
in the center of the room J

EMPATHIZE DEFINE DEVELOP DELIVER IMPLEMENT
To create
meaningful
innovations,
you need to
know your users
and care about
their lives.
Framing the
right problem
is the only way
to create the
right solution.
It’s not about
coming up with
the ‘right’ idea,
it’s about
generating the
broadest range
of possibilities.
Build to think
and test to learn.
Testing is an
opportunity
to learn about
your solution
and your user.
DEFINE
NEEDS
NAME
PROBLEM
PROTOTYPE
AND TEST
BUILD
SOLUTION

Any project always starts with the hair ball of possibilities
TIAL | Poznan | 2013
HE HAIR BALL
OF POSSIBILITIES

An acceptable solution is usually found…
TRATEGY

CLIENT
…and then you launch your brilliant product/service!
TRATEGY

Servicedesignthinkingisaniterativeprocess.
TheSquiggle
byDamienNewman
ServiceDesignThinking
CLIENT
Ups… something unexpected happens... Why?
TRATEGY

TRATEGYHuman-centred design process changes the way we innovate
CLIENT CLIENT CLIENT CLIENT

It is the inside (not outside) where magic happens
We start with individuals …trying to
understand different points of view.
CONFIDENTIAL | Poznan | 2013
POINTS OF VIEW
TRANS-
DYCYPLINARITY

…then comes empathy that changes the initial positions
of a team members and opens for new way of thinking.
TRANS-
DYCYPLINARITY
CONFIDENTIAL | Poznan | 2013
TEAM EMPATHY

…and we finish with a team
that works out a non-expected
common sense solution.

EMPATHIZE
To create
meaningful
innovations,
you need to
know your users
and care about
their lives.
Empathy is the centrepiece of
a human-centered design process.
Empathize mode is the work you
do to understand people, within the
context of your design challenge.

Putting human
(consumer, user)
in the centre of any
activities and being
driven by value
we deliver.
USER
USER-CENTRED DESIGN
OBSERVATION SHADOWING
DIARIESSERVICE SAFARIS
BLOGS CO-CREATIVE WORKSHOPS
ETHNOGRAPHY CONTEXTUAL INTERVIEW
BECOMING THE USER

Observe
View users and
their behaviour in
the relevant context
of their lives.
Engage
Talk to people. Keep
the conversation
loosely. Always ask
“Why?” to uncover
deeper meaning
Watch and Listen
Ask to show you how
to complete a task.
Physically go through
the steps, and talk you
through why they are
doing what they do.

EMPATHIZE DEFINE
To create meaningful
innovations, you need
to know your users and
care about their lives.
Framing the right
problem is the only
way to create
the right solution.
TRANSITION
You need to process all the things you heard and saw in order
to understand the big picture and grasp the takeaways of it all.

The Define mode is all about
bringing clarity and focus to
the design space.
It is the chance to define the
challenge you are taking on,
based on what you have learned
about your user and context.
DEFINE
Framing the
right problem
is the only way
to create the
right solution.

DEFINE
Framing the
right problem
is the only way
to create the
right solution.
How to help (whom?) .............................................................
solve a problem (with?) ………………..................................
...........................................................................................................................
to gain (effect) ……………………………………………….…………………..
Problem statement

DEVELOP
It’s not about coming up
with the ‘right’ idea,
it’s about generating
the broadest range
of possibilities.
TRANSITION
A well-scoped and -articulated point-of-view will lead you into
ideation in a very natural way. Create a list of “How-Might-We?”
brainstorming topics that flow from your problem statement.
DEFINE
Framing the right
problem is the only
way to create
the right solution.

The Development mode it’s not
about coming up with the ‘right’
idea, it’s about generating the
broadest range of possibilities.
Mentally it represents a process
of “going wide” in terms of
concepts and outcomes.
DEVELOP
It’s not about
coming up with
it’s about
generating the
broadest range
of possibilities.

DEVELOP
It’s not about
coming up with
it’s about
generating the
broadest range
of possibilities.
99 IDEAS IN 60 MINUTES :)

DEVELOP
It’s not about
coming up with
it’s about
generating the
broadest range
of possibilities.
FUEL YOUR CREATIVITY WITH TRENDS

DELIVER
Build to think and
test to learn.
Testing is an opportunity
to learn about your
solution and your user.
TRANSITION
Employ a process of considered selection, by which
you bring multiple ideas forward into prototyping
and testing, thus maintaining your innovation vivid.
DEVELOP
It’s not about coming up
with the ‘right’ idea,
it’s about generating
the broadest range
of possibilities.

Hands on!
Rafał Kołodziej
CEO
M +48 600 305 158
E rafal.kolodziej@greenhat.pl

Design thinking process explained

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