Date post: | 16-Apr-2017 |
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Design |
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Design Thinking: Processes andMindsets
Bernard RothRodney H. Adams Professor of
Engineering Academic Director d.school [email protected]
Analytical thinking harnesses explicit knowledge of logically expressed thoughts.
Design thinking harnesses tacit knowledge rather than the explicit knowledge of logically expressed thoughts.
Design Thinking Process
SHOW DON’T TELL Communicate your vision i n an impactful and meaningful way by creating experiences, using illustrative visuals, and telling good stories.
FOCUS ON HUMAN VALUES
Empathy for the people you are designing for and feedback from these users is
fundamental to good design.
CRAFT CLARITYProduce a coherent vision out of messy
problems. Frame it in a way to inspire others and to fuel ideation.
EMBRACE EXPERIMENT ATIONPrototyping is not simply a way to validate your
idea; it is an integral part of your innovation process. We build to think and learn.
BE MINDFUL OF PROCESS
Know where you are in the designprocess, what methods to use in that
stage, and what your goals are.
BIAS TOWARD ACTION
Design thinking is a misnomer; it is more about doing than thinking. Bias toward
doing and making over thinking and meeting.
RADICAL COLLABORATIONBring together innovators with varied
backgrounds and viewpoints.Enable breakthrough insights and
solutions to emerge from the diversity.
D.MINDSETS
AdditionalMindsets
• Courage to fail• Nurture curiosity
Be disruptive!
“Our leader knows best.”
MINDSETS
human centered
mindful of process
culture ofprototyping
bias toward action
radical collaboration
show don’ t tell
Understand &Observe (Identify a need)• Find a problem you are interested in working
on.(It doesn’t not have to be a problem, it can be an opportunity.)
• Learn everything you can about the need (problem).
(Understand the context)
• Get clear what the problem really is.
DEFINEPoint of View (POV)
• A phrase describing a specific user (this is called a noun phrase),
• A verb phrase specifying a need
• A phrase giving an insight specifying what (but not how) the solution needs to accomplish.
Example ofPOVJane, a poor single mother, needs financial know-how
so she can use her money efficiently.
• The insight implied in this POV is that poor single moms lack enough financial know-how to use their money efficiently.
• If this is not valid, even a large increase in her financial know-how might not produce more efficient use of limited funds.
• So, it is important that the POV reflect a person’s actual need for the solution.
Commit to satisfying the need
• Question your motivation
• Don’t expect financial or other rewards if there is no need being satisfied
• Trust your “gut”; follow “wants” not“shoulds.”
Radical Collaboration
(Entrepreneurial) Design for
Extreme Affordability
• 11 years• 405 Students• 35 partners• 21 Countries• 100 projects• 33 in Market
Iconic Examples of Re-framing
• d.light
• Embrace
d.light solar powered LED lighting 42 countries
Big Data for The Hive
58 MILLIONlives empowered $4.8 BILLION
saved in energy-related expenses
15 MILLIONschool-aged children reached with solar lighting
21 MILLIONtons of CO2 offset
112 GWHgenerated from a renewable energy source
29 BILLIONproductive hours createdfor working & studying
Image credit: Anne Geddes
Empathy: Point of View
… the means to give their
dyingbaby a
chance to survive
UserNeed
Desperate parents in a
remote village, who
cannot access a major
hospital …
Embrace
Over 300,000 babies
Exec Ed Iconic
Example of Re-framing
GE Medical
Getting Unstuck byRe-framing
If you are stuck,odds are you are treating a wrong answer
as a right question.
FIND A SPOUSE
IIIII
NOTHING WORKS
WHAT WOULD IT DO FOR ME?
GET COMPANIONSHIP
FIND A SPOUSE
FIND A SPOUSE
MEET FRIENDS ONLINE
TAKE CLASSES
JOIN A CLUB
0 O 0GET A PET
Rule #1:
There is no one reason for any human behavior. Rule #2:Often reasons are simply excuses.
• TRYING AND DOING ARE TWO
DIFFERENT STATES OF ACTION
• THEY ARE NOT THE SAME THING!
THANK YOU