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

2. 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

3. 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

4. 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
What does think big mean?
How does this relate to my present or future?

5. 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
How does the Knowledge Funnel work?
How is this relevant? How could this apply here?
How does it connect to Tim Brown’s proposals

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

7. Service Design Thinking? Preparation
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
Learn: What are touchpoints?

8. 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

10. 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

11. 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?