Entrepreneurship and Design Thinking MBA elective module HWR Berlin - June and July 2017 Entrepreneurship and Design Thinking 5. Design Thinking part 1 © Robert Jones 2017

Objectives / questions: What is Design Thinking? How can it help us?

What is Design Thinking? The term ‘design thinking’ is quite ambiguous, and is often a source of misunderstandings (see, e.g., Johansson-Sköldberg, Woodilla & Çetinkaya, 2013). Many academic publications on DT rely on popular descriptions of the concept provided by its main proponents (IDEO, Rotman, d.school at Stanford University) and in some cases the authors do not define it at all. Lisa Carlgren, Ingo Rauth, Maria Elmquist (2016) http://onlinelibrary.wiley.com/doi/10.1111/caim.12153/full

Design Thinking Design Thinking (DT) is a human-centered approach to innovation. DT is regarded as a system of overlapping spaces: Viability Desirability Feasibility http://dis.ifi.uio.no/sites/default/files/googlescholar/chasanidou-nordicchi14.pdf .

https://www.ideou.com/pages/design-thinking

https://vimeo.com/5861210 https://designthinking.ideo.com/

Tim Brown’s mind map

Design Thinking You don’t have to be a designer to benefit from using “design thinking.” It involves creating options and then making choices. It depends upon observing how people actually use products. It means “doing more with less.” It develops through three stages: inspiration you identify an opportunity; ideation you conceive general solutions; implementation This mode of thinking shifts among four mental states: divergent and convergent thinking analysis and synthesis. Drawing, prototyping and storytelling all accelerate innovation. Companies need a “human-centered” design approach to navigate the blurring of lines between product and service, producer and consumer. Contemporary innovation should focus on designing the user’s emotional experience. A designer now must take the needs of the entire world, including the environment, into account. http://onlinelibrary.wiley.com/doi/10.1111/caim.12153/full

A history of Design Thinking http://thisisdesignthinking.net/on-design-thinking/discourse/

A set of principles collectively known as design thinking: empathy with users a discipline of prototyping tolerance for failure is the best tool we have for creating those kinds of interactions and developing a responsive, flexible organizational culture Kolko, Jon (2015) Design Thinking Comes of Age Harvard Business Review, September 2015 https://hbr.org/2015/09/design-thinking-comes-of-age

Organizations that “get” design, use emotional language (words that concern desires, aspirations, engagement, and experience) to describe products and users. Team members discuss the emotional resonance of a value proposition as much as they discuss utility and product requirements

MIT Media Lab – “Deploy or Die” Sometimes quoted as demo or die https://slice.mit.edu/2014/07/29/deploy-or-die-media-lab-directors-new-motto/ Joi Ito: Want to innovate? Become a "now-ist" https://www.ted.com/talks/joi_ito_want_to_innovate_become_a_now_ist#t-112419 “bottom up, democratic, chaotic”

We will elaborate on this Conceptual Model of Design Thinking in class Design-centric companies aren’t shy about tinkering with ideas in a public forum and tend to iterate quickly on prototypes—an activity that the innovation expert Michael Schrage refers to as “serious play.” In his book of that title, he writes that innovation is “more social than personal.” “Prototyping is probably the single most pragmatic behavior the innovative firm can practice.” Kolko, Jon (2015) Design Thinking Comes of Age Harvard Business Review, September 2015 https://hbr.org/2015/09/design-thinking-comes-of-age

https://ideacouture.com/

What is Design Thinking?

https://ideacouture.com/

We will build on Idris Mootee’s map in the last slide and add other academic ideas to it

Design Thinking stages The d.school at Stanford University (2010) Design Thinking stages empathize data collection based on, for example, ethnographic studies, define data synthesis to gain a refined problem understanding, ideate suggest ideas for solving the problem, prototype develop tangible and experienceable representations of the ideas test with potential users School for Design Thinking at the Hasso Plattner Institute in Potsdam, Germany (Stanford's sister school), the initial phase breaks empathize down into understand and observe http://onlinelibrary.wiley.com/doi/10.1111/caim.12153/full

http://er.educause.edu/articles/2015/1/using-design-thinking-in-higher-education

Design Thinking stages https://www.pwc.com/us/en/advisory-services/img/pwc-design-thinking.pdf

http://www.mckinsey.com/business-functions/digital-mckinsey/how-we-help-clients/design-thinking

3Is in Design Thinking https://yourstory.com/2014/03/design-thinking-entrepreneurs/

Outcomes – what have we learned?