Innovation through design? Master Class for Product Mangers Tait Radio Communications Prepared by (Dr) Gavin Melles

Objectives How Materials Read & Listen Discuss & Differ (Inter)act Understand how IDEO believes design is changing Understand and engage with the mindsets and practices of the D.School approach Understand and engage with service design thinking principles and practice Understand Design for Business (innovation) and consider successful examples, e.g. Proctor Gamble Consider how design thinking principles and practices can inform business strategy and innovation Consider how this can apply to my work at Tait now and in the future How Read & Listen Discuss & Differ (Inter)act Relate & Reflect Materials Readings Video clips Worksheets Presentations

All in a day’s work Mutual introductions? What is design thinking (Stanford/IDEO model)? How could it apply to me and my work at Tait? How does Service Design (Thinking) differ? Breakout (Lunch – Viewing and discussion) Designing for Growth: four questions and ten tools How does this all fit together? Looking forward: what next for me and Tait Design thinking workshops at HCI Center RWTH Aachen 2012

Change by Design? (Preparation) Read Tim Brown (2008) Design Thinking. HBR Review What are the three spaces of innovation? What do you think? Listen to Tim on You Tube Tim Brown urges designers to think big https://www.youtube.com/watch?v=UAinLaT42xY What does think big mean? How does this relate to my present or future?

The Design of Business? (Preparation) Read Brian Leavy (2010). Design thinking – a new mental model of value innovation. Strategy & Leadership What are Roger Martin’s three key ideas What does the Proctor & Gamble story show? Listen to Roger Martin: The Design of Business https://www.youtube.com/watch?v=DZqLAJIe7ok How does the Knowledge Funnel work? How is this relevant? How could this apply here? How does it connect to Tim Brown’s proposals

Stanford D.School Design thinking Mindsets and processes Seven mindsets Five stages An introduction A reflection

Service Design Thinking? Preparation http://thisisservicedesignthinking.com/ View the video-clip on the website What are the five principles? How could this apply to my work at Tait? Remember: Service design in emergency waiting room http://www.youtube.com/watch?v=3e2urSZUorc Learn: What are touchpoints? http://blogs.hbr.org/cs/2010/12/touchpoints_bring_the_customer.html

Service Design Thinking? Preparation Choose a Service (Bus, Doctor, Train) you are familiar with (concerned about?) Identify the touchpoints Consider where the problem interactions (and why) occur Let’s work with the Customer journey map to redesign the experience and consider the pre and post-service experience How can this vision inform work at Tait Requires print out Play clip Introduce app Service design in emergency waiting room http://www.youtube.com/watch?v=3e2urSZUorc http://thisisservicedesignthinking.com/

http://25.media.tumblr.com/tumblr_m7oenkwf9a1rp6vuho1_1280.jpg http://designthinkingmovie.com/

Designing for Growth? (Preparation) Skim the preview of chapters 1&2 Designing for Growth How do you interpret the meaning for the four questions? Do any of the ten tools seem familiar? Take a new product (real or imagined) and prepare design criteria template endpoint of the What is Stage) Take the Quiz http://designingforgrowthbook.com/quiz/ http://designingforgrowthbook.com/

Reflections How does this all fit together? What do I need to find out more about? How could this apply to my work at Tait? What are the challenges and opportunities?