design driven innovation

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Thinking About Change

Transforming insights, data and requirements into tangible products, services and experiences that create real value for a consumer or user and create a positive impact on the organization.

“Design” involves the people who need something and the people who can make stuff.

Designv.

is evolving and there are many views……………..Design thinking?

“Design skills and business skills are converging. To be successful in the future, business people will have to become more like designers …more 'masters of heuristics' than 'managers of algorithms.”

Roger Martin, Dean of Rotman School of Business, Author of The Design of Business

“…design thinking (or whatever we wind up calling this new field) is being created at the borders of design, business, engineering and even marketing.”

Bruce Nussbaum, Business Week

“It is about understanding culture and context before we even start on ideas.”

Tim Brown, IDEO

“Part of my job is to move [a good idea] around, just see what different people think, get people talking about it, argue with people about it, get ideas moving among that group of 100 people … get different people together to explore different aspects of it …”

Steve Jobs, ApplePhoto: whatcounts

“So why collaboration now?.... on the one hand, problems, opportunities, and the environments in which they appear are becoming more complex, on the other hand, to survive this explosion of complexity, people cultivate specialties…. The age of complexity confronts the era of specialization.”

Michael Schrage, No More Teams! Mastering the Dynamics of Creative Collaboration

“Design mindfulness is a cultural imperative… it’s a habit of highly successful design-driven companies.”

Tom Peters, Design

More recently, design thinking has gained attention in business as a possible new and improved way to increase the speed and impact of innovation initiatives

it’s the domain of creative people

Images courtesy of IDEO

Creative people, in creative spaces, doing creative things

it’s an innovation discipline

Doblin’s Innovation Discipline Model 2006

The right mix of process and activities “to do things differently and do different things”

and a mental stance.

It’s how a team thinks and works

It’s guided with deep understanding

It’s driven by modes of thinking

It’s enabled with diversity

It’s an emergent thinking style

It’s success requires commitment, collaboration as well as a willingness to experiment and assume risk

Design thinking has many attributes

CollaborativeInclusiveHolisticCreativeInsightfulProvocativeIterativeNon-linearFastInnovativeCustomer-centeredOutcome-oriented

Design thinking is less about the steps…

Process helps make order out of chaos, but design thinking is more dynamic than any step-wise approach

Research Insights Frameworks ConceptsOpportunities Solutions

and more about different modes of thinking

abstract

concrete

to maketo know

AnalysisWhat does it mean?

ImmersionWhat is the landscape?

SynthesisWhat could we/ would we /should we do?

ActionHow should we do it?

Adapted from Vijay Kumar on “Innovation Planning” Presented at 2003 HITS Conference

abstract

concrete

to maketo know

Insights

Frameworks

Opportunities

Prototypes

SolutionsResearch


and the places where they are needed.

Concepts

Ideas

some call it

360°Thinking

abstract

concrete



to know


it strives to understand the current situation

This image of a simple chalk message scribed on a sidewalk outside an un-employment office inspires us to think of high impact, low cost and environmentally friendly ways to bring important messages to the people who need it most.

and create passion around insight

it seeks to find meaning

Know, Feel + Dream

Do, Use

Say, Think Explicit

Tacit and Latent

Observable

Un

-co

ns

cio

us

Co

ns

cio

us

Traditional research approaches are often blunt tools for examining human behavior.

Why does a couple go out to dinner and a movie one night … and then eat popcorn and watch a DVD at home the next night?

it seeks to uncover actual behavior

When you understand the experience,you can own it

When you understand the experience,then you can own it.

abstract

concrete

to maketo know

SynthesisWhat could we/ would we/ should we do?


to frame new problems, create new stories

The process is comprised of two parts; the cycle and the context. The context is the situation that informs the cycle. Users bring an understanding of standards , modes and places to each moment of the cycle.

Most will change their choice of places and modes when their standards change.

Standards

ActivitiesEnvironments

Event

Setting Goals

Decision

Monitoring Evaluation

Design thinking visualizes complex information in a way that can inspire new thought

bring complex information to life

abstract

concrete

to know



then drive new solutions.

to make


Design thinking is inclusive Providing roles for different personal preferences

abstract

concrete

to maketo know

“IMPLEMENTOR”

“IDEATOR”

“DEVELOPER”“CLARIFIER”

“RESEARCHER”

Deep involvement on the part of a team is a key factor in the successful transition of knowledge and insights into concepts and solutions




SynthesisWhat could we/ would we /should we do?


It’s a dynamic and emergent process that often seeks opportunity by entering through the end users world to craft and shape, problems, opportunities, strategies, ideas and solutions

Design thinking is emergent

The team that is involved in the act of creation is more likely to implement it

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Design thinking…Seeks to bring creativity and informed intuition back into management practice

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Analytical thinking Intuitive thinking

Design thinking

“to create better business leaders”Roger Martin,

Dean of Rotman School of Business

Design thinking…Seeks to moderate many roles

“If I had asked people what they wanted, they would have said faster horses."

Henry Ford

Photo: Whitby Archives

one for the innovator

Photo: Whitby Archives

“Why do you want a faster horse?”

“So I can get to the store in less time.”

“Why do you want to get to the store in less time?”

“So I can get more work done at the farm.”

“Why do you want to get more work done on the farm?”

“So I can have more time to spend with…

and one for the end user

If someone had explored the end user there may have been many opportunities to see

Photo: whatcounts

one for technology

Photo: Alaska-in-Pictures.com

and one for human desire

one for business and one for society

one for us and one for our future.

Photo: China-pix

Design thinking…Questions orthodoxies

What is tangible? What is intangible? What is the “product”?

“The bottle is just the visible tip of a much deeper system of drug delivery.”

Brandon Schauer, Adaptive Path

Design thinking creates new and unexpected ways to solve problems….

“A home owner and avid do-it-yourselfer was observed trying to use both hands to do a repair task. He stuck the flashlight under his collar to free up his hands.”

This observation inspired the Black & Decker design team to think about the idea of wearing a flashlight.

Design thinking works with many principlesvisualize to collaborate build to think prototype to learn

“Prototypes are the essential medium for information, interaction, integration, and collaboration.” Michael Schrage

The faster you put your ideas into the world the faster you learn about their strengths and weaknesses

Design thinking embraces many collaborative “technologies”

Prototyping utilizes story telling, improvisation, sketches, models, illustrations, storyboarding, videos, environments, and animations. They all have a role in conveying the intent, the potential, and the emotional experience of an idea.

Image courtesy of Second City Innovation

Design thinking creates change.Created an entirely new “hands-free” lighting category

Transformed Black & Decker from marginal player to the category leader in lighting

Highest profitability return in history of the Black & Decker houseware’s business

The most successful new product launch in Black & Decker’s History

Garnered a dozen industry honors. Permanent collection of the Cooper-Hewitt

IDEO selected the SnakeLight as one of 25 items from the Cooper-Hewitt permanent collection that best represents “Design-Thinking”

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Sources: Adapted from models created by Doblin & Eames

Innovation can be found at the intersection of an evolving need and a technology

User + SocietyShould we?

TechnologyCould we?

Embracing design thinking will help identify and create an attractive opportunity, but it is the organization’s ability to deliver that ensures innovation will get implemented.

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Sources: Adapted from models created by Doblin & Eames

User + SocietyShould we?

CapabilityCould we?

innovation is moderated by the ability of the organization to deliver it.

Would we?Organization

The biggest obstacle to change is not your competition, it’s the way you currently do things.

Vision + Mission

Leadership

Communication

Behavior

Willingness

Competencies

Work processes

Legacy systems

Barriers or drivers of change?

One often over-looked success factor is the even distribution of commitment around innovation among all stakeholders in an organization

“Is your entire organization really on board? When you make breakfast, do you know what the difference is between the chicken and the pig?”

Watts Wacker

‘The 500 Year Delta: What Happens After What Comes Next ’

Everyone has a role in change.They all need to have “skin in the game”.

level

challenge

Line workers

Project Management

Middle Management

Senior Management

In times of rapid and profound change we need new choices because existing systems are rapidly becoming obsolete.

Why change?

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The data-driven revolution has made business more reliable, but it has also driven courage and intuition out of management.

Bridging design thinking with management science will create better leadership.

Why design thinking?

How can design thinking help business?Design thinking can help prepare the conditions for innovation to occur and help enable innovation to make it to market.

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Shared commitment through collaboration

Deep meaning through empathic research

Deeply felt insight through visualization

Unexpected opportunities by asking new questions

Powerful new ideas through the use of intuition

Fast thinking and learning through prototyping

How can design help create change?

IMHODesign thinking is a dialogue that needs to be painted across a broad canvas within the consultant and client relationship. In other words, design thinking is an innovation practice that can be understood and embraced by everyone involved in helping to prepare the conditions for innovation to happen as well as in helping to bring innovation to market.

Any attempt to drive innovation with design needs to acknowledge that there are many factors within the client organization that can affect the ability to deliver innovation.

Bibliography

We have incorporated the best thinking and practices that have been developed over the years by practitioners and academics associated with product development management, creative problem solving, and design research and planning. We would like to give special credit to the following sources for this presentation:

The Product Development Management Association the PDMA body of knowledge

The Doblin Group

IDEO

Vijay Kumar, Associate Professor | Institute of Design, Illinois Institute of Technology.

Matt Benson Founder of PD3 and an Innovation Focus faculty partner

The Second City Innovation an innovation partner of Innovation Focus Inc.

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DESIGN

If you would like to discuss a design-driven innovation program

Bryan deBlois, Director Discovery & DevelopmentInnovation Focus Inc.

[email protected]

717.394 2500 Ext 35

Contact us

mailto:[email protected]

http://www.innovationfocus.com/