Cherubim Mawuli Amenyedor

Design Thinking Ghana – Kumasi Hive Meetup

Look and say!

Why Design-Thinking?

‘’At heart, it is about fusing the creative and open-ended with the analytical and operational, combining very different ways of thinking and acting.’’ – (Source: Fastcodesign.com)

Design is driving today’s approach to problem solving

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http://www.designdriveninnovation.com/book.html

Design-Thinking is Human-Centred

Design-Thinking is collaborative

Design-Thinking is experiential

http://www.businessweek.com/articles/2014-03-20/intuit-how-design-drove-its-turnaround

“It wasn’t until we created a series of coaches, called the Innovation Catalysts, that design became a part of our DNA”

Kaaren Hanson, Vice President for design innovation

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Design thinking• User centered • Systems perspective • Creativity

Design Thinking User centered

What are her needs? What are their needs? What are her aspirations? What are the needs of the system?

What does she aspire to in life?An

alyti

cal

Design Thinking is T-Shaped Thinking

Empathy, Intuition, Experimentation

Point of View (POV) – defines the requirements of the solution

“[USER] needs something [NEED] that does X, Y and Z so that the user can achieve/realize the dream of …. [INSIGHT from empathy]”

USER + NEED + INSIGHT

How do we use design thinking to extract her aspirations

Design thinking• User centered

What does she aspire to in life?

Anal

ytica

l

• Depth interviews• Diary studies • Observational shadowing • Analogous thinking• Controlled experiments

Questionnaire surveysFocus groups

Design Thinking tools for research Empathy, Intuition, Experimentation

How do we use design thinking to extract her aspirations ?Design thinking

• User centered

What does she aspire to in life?

• 2x2 matrices• Empathy maps• Process or journey maps• Mind or relational maps• Venn diagrams• Personas• Analogies/metaphors • Many others

Design Thinking tools for analysis Empathy, intuition, experimentation

How do we use design thinking to extract her aspirations?Design thinking

• User centered

Design thinking• Systems perspective

Notes

- Re(framing) problems

- Identify the right stakeholders to focus on

Bullseye of user problem experience

Helicopter view

Spy plane view

BeforeAfter

Design thinking• Systems perspective

2

1

Bullseye of user problem experience

Helicopter view

Spy plane view

BeforeAfter

Design thinking• Systems perspective

Tools• 2x2 matrices• Process or journey maps• Mind or relational maps• Venn diagrams• Analogies/metaphors

Design thinking• Creativity

Use 4 straight lines to connect the dots without lifting the pen

Tools• 2x2 matrices• Empathy maps

• Process or journey maps

• Mind or relational maps• Venn diagrams

• Personas• Analogies/metaphors

What is the Design Thinking Process?

Problem POV Solution

The design thinking process

Research Analyze PrototypeIdeate

Solution

POVProblem

The design thinking process

3 success stories

What are the aspirational needs of a

Chinese mother?

Aspirations Engineering: What are the aspirational needs of a Chinese mother?

Aspirations Engineering: What are the aspirational needs of a Chinese mother?

What are the aspirational needs of a

Chinese mother?

From globalization to glocalization to EM-made for EM market

• As of 2011, P&G Pampers were the number one diaper brand in China (Continuum, 2012).

• Also, P&G’s 2011 annual report credited this project for the increase in the size of the China diaper market from $200m in 2000 to $2.8bn in 2011 (P&G, 2011).

Results?

Aspirations Engineering: What are the aspirational needs of a Chinese mother?

Uniloo‘Well, yes, sometimes in the middle of the night there’s an emergency, and I dump the bucket outside my home in the gutter.’

POV: People needed a toilet facility that was close enough, clean and easy to use so that they can realize the dream of being able to go whenever.

2013 Clean Team had 330 Ideo.org-designed Uniloo toilets in operation on a rental service model—waste is picked up three times a week and delivered to a treatment facility—and they were hoping to scale that to 10,000 by the end of 2014

Busines Model Canvas

21DoD21 day adventure

tour across selected

communities using Design Thinking to

address local challenges.

Exposing public sector user behaviour

inefficiencies

Solving Accra’s Flooding & drainage

challenges

Militarizing Ghana’s

Agriculture Value chain

Design Thinking GhanaProjects

Cities2016ProgramDesign Thinking Workshop

Baobab Summit:MasterCard Foundation Scholars Fellowship

Design Thinking Workshop

Keynote Session Day 2

Design SwarmTeam Challenge

Image Credits: Behance.com, Getty images, proximitydesigns.org

Any questions?