Date post: | 17-Aug-2015 |
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@cathycracks @nunoandrew
The design thinking transformation in business
Webvisions Barcelona 2015
Cathy Wang @cathycracks
Nuno Andrew @nunoandrew
@cathycracks @nunoandrew
Design thinking is neither art nor science nor religion. It is the capacity, ultimately,
for integrative thinking.
Tim Brown
Thinking Transforms Organizations and Inspires Innovation.
New York: Harper Business (2009)
@cathycracks @nunoandrew
The Traveling Salesmanthe problem
Given a list of cities and the distances between each pair of cities, what is the shortest possible route that visits each city exactly once and returns to the origin city?
@cathycracks @nunoandrew
Always design a thing by considering it in its next larger
context —
a chair in a room, a room in a house, a house in an environment, an
environment in a city plan.Eliel Saarinen
@cathycracks @nunoandrew
Nuno Andrew@nunoandrewPortuguese. Australian. Europe based.
Project Manager at Method. London, UK
I like to focus on the intersection of design thinking and methodology, with organisational processes; advocating designs shifting value from product to process.
@cathycracks @nunoandrew
Cathy Wang@cathycracksNomadic Vancouverite found mostly in Europe.
Experience Strategy Consultant London. UK
I spend a lot of time thinking about the future, systems, and the interconnectivity of world around us.
@cathycracks @nunoandrew
Design thinking is influencing everything.
things we do how we do things the tools we use how we communicate
@cathycracks @nunoandrew
Graphic Design
Web Design0.05
0.10
Changing trend in design occupationsThe rise in design thinking roles verses traditional, output driven roles
UX Design
Interaction Design
Jan ‘06 Jan ‘07 Jan ‘08 Jan ‘09 Jan ‘10 Jan ‘11 Jan ‘12 Jan ‘13 Jan ‘14 Jan ‘15
Perc
enta
ge o
f tot
al jo
b se
arch
es
Data courtesy of indeed.com trends
@cathycracks @nunoandrew
Organizations purchasing Design Capabilities
2012 May Mike&Maaike (Google)
2004 Aug Frog (Aricent)
2014 Oct Great Fridays (EPAM)
2011 Sept Method (GlobalLogic)
2015 May Lunar (McKinsey)
Business Consultants, Tech etc. all buying design
2014 Oct Adaptive Path (Capital One)
2013 May Fjord (Accenture)
@cathycracks @nunoandrew
Design Studios andProduct DevelopmentStudios like ustwo™ have been creating their own products, resulting in a hybrid model of both design services and self generated revenue.
@cathycracks @nunoandrew
Design Studios andProduct DevelopmentStudios like ustwo™ have been creating their own products, resulting in a hybrid model of both design services and self generated revenue.
@cathycracks @nunoandrew
The Startup StudioA new model of creating products/services/businesses within an studio context. Experimenting with the idea of an studio model that can create and launch multiple startups.
@cathycracks @nunoandrew
2011, $50M, 1.4M2005, $11.5M, 2.7B
2005, n/a, 190M 2004, n/a, 130M/mo. 2006, $3M, 55M/mo. 2007, $125M, 31.5M
2005, $51.6M, 12M 2010, $7.5M, 10M 2010, $9.8M, 7M 2004, n/a, 3.7M
2005, $51.6M, 12M 2005, $21.6M, 3M 2009, $3.7M, 2M 2009, $450K, 1.2M2010, $11.2M, 1M 2006, $0M, 1M
2008, $120M, ?M 2009, $169M, ?K 2007, $19.7M, 350K 2009, $2M, ?K2009, $550K, ?K
2010, $37M, 72M2010, $60.5M, 3.5M
in various startups
Designers as (co)founders
2010, $255K, 43K
@cathycracks @nunoandrew
Design leaders in enterprises
2012 JUNE Mauro Porcini. CDO
2010 MARCH Rogier van der Heide. CDO
2014 MARCH Ernesto Quinteros. CDO
2012 JUN Choi Gee Sung, Chief of design made CEO
2013 July Derek White. CDO
from CDOs to designers in the executive positions
Design is not lumped together with marketing anymore. Big enterprises are putting design right in the c-suite.
@cathycracks @nunoandrew
The corporation incubators
Corporate Startup Accelerators Corporate Venture Funds
Labs
The infrastructure & financial backing from enterprise go well to the fast-paced startup, to spark new ideas and foster design thinking.
@cathycracks @nunoandrew
How practical business strategy is moving forward parallel to design thinking
1989 Benchmarking
2009 Business Model Innovation
1995 Digital Strategy
2003 Open Innovation
1969 SWOT Analysis
2005 Blue Ocean Strategy
We are seeing trends of how design thinking are becoming close to traditional management consulting strategies.
@cathycracks @nunoandrew
Unified competency
Human/User
Technology
Business
Brand UNICORN
The industry is moving towards an unified competency of different areas. This cultural shift will help organisations be future-ready.
@cathycracks @nunoandrew
I NEED 20 WIREFRAMES WHY?
Design is not about the deliverables. It’s about delivering value.
@cathycracks @nunoandrew
Design thinking can be described as a discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.
Tim Brown
@cathycracks @nunoandrew
We all know the design process
DISCOVERY VISION BUILD
Thinking
INTEGRATION
Designing Realising
LAUNCHDEFINITION
Graph Curtesy of Great Fridays
@cathycracks @nunoandrew
let’s really simplify the design process…
How is it going?How are we doing it?What are we doing?Why are we doing this?
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IDEA 1 IDEA 2
80% user goals met 65% user goals met
75% technical feasibility 90% technical feasible
3months to complete 4months to complete
Each one of the ideas might be more desirable for different roles in different organisations.
@cathycracks @nunoandrew
Goals What problems are there? what problems could there be?
User Experience What are the user’s needs and goals?
Technology Can the technology platform support the idea?
What are the considerations?
@cathycracks @nunoandrew
What are the considerations?
Goals What problems are there? what problems could there be?
User Experience What are the user’s needs and goals?
Technology Can the technology platform support the idea?
Organization Does the organization have the right resources for this?
Business Process Are there other processes involved in making the idea happen?
Financial How much does it cost, and how much of a return can be expected?
@cathycracks @nunoandrew
Business (Viability)
Technology (Feasibility)
People (Desirability)
experience innovation
The balancing act of business, people, and technology.
@cathycracks @nunoandrew
Business (Viability)
Technology (Feasibility)
People (Desirability)
We inform business decisions based on our visible knowledge areas.
@cathycracks @nunoandrew
Business (Viability)
Technology (Feasibility)
People (Desirability)
We influence business decisions based on our understanding of business.
@cathycracks @nunoandrew
THIS IS DESIGN
THINKING
Business (Viability)
Technology (Feasibility)
People (Desirability)
experience innovation
@cathycracks @nunoandrew
what is the driving force of a feature?
Works.io
What is the reason that there’s no filter or recommendation engine at the current state of the site?
@cathycracks @nunoandrew
The many considerations of product roadmap2015 2016 2017 2018
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Plat
form
sD
evKP
Is
online art fair
market place
data Science
recommendation engine
internationalisation
analytics
exhibition galleries
acquisition growth 1.2% Market share at 15%
seed round A round
Fund
ing
Works.io
A feature is more than just the consideration of users. There are many moving parts around a business to be taken into account.
@cathycracks @nunoandrew
Look ma, I am designing a business
Acquisition Rate
Revenue
Works.io
But really, there are so many things to consider in conjunction of product.
@cathycracks @nunoandrew
The designer’s questions for business
how to make sense of ideas from multiple sources?
how do you prioritize and build on the good ideas?
how do you factor constraints and capabilities to make the ideas happen?
how do you take different people’s needs into consideration?
how do you measure the impact of the idea?
how much effort is it needed to make the idea happen?
the same questions that we ask in design process can be applied to how business decisions are made
@cathycracks @nunoandrew
LEADERS, untitled or otherwise, realize the extraordinary impact they can have on others and the world around them.
They consciously choose to exercise their abilities, skills, and knowledge to help make a difference. Mark Sanborn
You don’t need a title to be a leader
@cathycracks @nunoandrew
DESIGNERS, untitled or otherwise, realize the extraordinary impact they can have on others and the world around them.
They consciously choose to exercise their abilities, skills, and knowledge to help make a difference.
We believe that the same quality applies to designers. You don’t need “design” in your title to be a design thinker
@cathycracks @nunoandrew
Problem Solution SolutionUnderstand Problem
Abductive Thinking
Business Thinking Design Thinking
@cathycracks @nunoandrew
The car runs on fuel. You don’t start the car with fuel, you start it with electricity.
Jim Dawton
@cathycracks @nunoandrew
Design is the key variable to kick start and drive transformation to the future
@cathycracks @nunoandrew
how does a wildlife trust innovate its business?
Re-selling service package to healthcare providers for mental illness patients.
@cathycracks @nunoandrew
8Putting design thinking in practice
discover the bigger system
balance the different elements within the system
define new future
@cathycracks @nunoandrew
Thank You.
Webvisions Barcelona 2015
Cathy Wang @cathycracks
Nuno Andrew @nunoandrew
@cathycracks @nunoandrew
Books
http://www.amazon.com/Change-Design-Transforms-Organizations-Innovation/dp/0061766089
http://www.amazon.co.uk/Business-Model-Generation-Visionaries-Challengers/dp/0470876417/
http://www.amazon.com/You-Dont-Need-Title-Leader/dp/0385517475
Cathy Wang@cathycracks
Nuno Andrew@nunoandrew
@cathycracks @nunoandrew
http://en.wikipedia.org/wiki/Travelling_salesman_problem
ReferencesTraveling Salesman Problem
Cathy Wang@cathycracks
Nuno Andrew@nunoandrew
http://designerfund.com/infographic
Designer as Founders
http://www.designerfounders.com/
Woks.iohttp://works.io
Monument Valley / Ustwohttp://blog.monumentvalleygame.com/blog/2015/1/15/monument-valley-in-numbers
https://hbr.org/2015/06/navigating-the-dozens-of-different-strategy-optionsStrategy Options
Wildlife Turst UK & Mental Illnesshttp://www.wildlifetrusts.org/tackling-mental-illness
Electric Car by Yorlmar Campos from the Noun Project
Credithttps://thenounproject.com/term/electric-car/88448/
Nesta + Makeshift - The startup studiohttp://www.nesta.org.uk/event/startup-studios
http://designthinking.ideo.com/?p=49Design Thinking
Capital One / Adaptive Path
Design Agency Acquisitions
Mckinsey / Lunar
Accenture / Fjord
Facebook / Teehan + Lax
EPAM / Great Fridays
GlobalLogic / Method
Google / Mike & Maike