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Design Thinking – Part 1: Theory

July 2019MBI – GP Strategies Company Confidential

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Keith Keating20 years in Learning & DevelopmentGlobal Learning Strategies

- Problem SolverDesign Thinking PractitionerLived in 7 countriesCurrently lives between Toronto & Detroit, MI

AgendaOverviewDesign Thinking in PracticeValue of Design ThinkingSkill BuildingQ&A 1Understanding the PhasesOther ResourcesQ&A 2

How does one company go from controlling 50% of the world’s smartphone market to less than 1%?

“We believed we knew better what customers needed than they did.“

- Blackberry Executive

“We focus on People’s needs and desires, rather than onlythe needs of the business.“

- Steve Jobs

What is Design Thinking?

Leads to human-centered

products, services, and internal processes

Unlocks needs and problems, even when the

users don’t know what they are

Set of principles for creative problem-

solving

Set of principles for creative problem-

solvingA FOCUS ON PEOPLE

Voice of the Customer

5 Stages of Design Thinking

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Learn About the Audience

Define Problem Statements

Brainstorm & Create Solutions

Build Representations of One or More Ideas

Test Ideas and Gain User Feedback

A Nonlinear ProcessDesign Thinking

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

The Whole is Greater Than the Sum of Its Parts

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EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Problem-Solving vs. Problem-Finding

DESIGN THINKING

LEAN SIX SIGMA

AGILE PDCA (plan, do, check, act)

Problem-Findingdoing the right thing

Problem-Solvingdoing the thing right

Design Thinking vs. Other MethodologiesLEAN SIX SIGMA

( D M A I C )DESIGN THINKING PDCA CYCLE

Empathy (Understand)

Define Define

PlanMeasure(Not much focus on Data Analysis)

Analyze

Improve Ideate and Prototype Do

Control TestCheck

Act

Design Thinking – is it a Trend?

How Do I Know When to Apply Design Thinking?

Design Thinking may be the answer if…

The problem is human-centered

You don’t clearly understand the problem or have alignment

The problem is fairly complex

You need fresh ideas or a fresh approach

Who Can Use Design Thinking?

Anyone and

EveryoneAny

IndustryAny

Line of Business

• Airbnb founders attribute their initial success to Design Thinking, enabling them to uncover what customers actually want on the site.

• Airbnb has changed the Chief HR Officer function into the Chief Employee Experience Officer function, recognizing that "experience" is the essence of a workplace, especially among millennials.

• LinkedIn organized a 6-week program with 1,000 participants from LinkedIn, Facebook, Google, and other Silicon Valley companies.

• Purpose: Find solutions for specific issues around low employee engagement.

• Telstra applied Design Thinking to significantly enhance their new employee onboarding experience.

• Approach: Adopt a design-based approach to simplify and minimize information complexity and improve the efficacy of its onboarding experience.

Design Thinking in Practice

Keep the Change

CHALLENGEFind ways to

help customers save money

SOLUTIONKeep the Change:

Round up on every purchase and

automatically put it into a savings

account

VALUE12.3 million

customers have enrolled, saving a total of more than 2 billion dollars.

60% of new customers enroll in

the program

CHALLENGEReduce formal classroom training, currently at 26.75

hours of content

SOLUTIONCreate a multi-modality

solution including a digitalized approach,

offering more performance support/digital resources for the salesperson before and

after the class

VALUESignificant cost savings

38% reduction in class time:- 700 hotel nights- 700 days away from

selling

How Might We Reduce Formal Classroom Training Time

Global Technology Company

CHALLENGEWith 80% WBT and 15% ILT – is the training driving an

optimal performance improvement and learner

experience?

SOLUTIONUncovered a greater focus and emphasis needs to be

placed on soft skills, such as communication and selling

skills rather than just product. Moving towards mobile learning to provide just-in-time access through

mobile devices.

VALUERefocused learning

strategies back on the learners. More learner-

focused which will lead to improved sales & employee

retention.

How Might We Improve Our Learner Experience

Global Automotive Company

General ElectricBuilding a Better MR Scanner

General ElectricBuilding a Better MR Scanner

80% Child Sedation

Rate

General ElectricBuilding a Better MR Scanner

<8% Child Sedation

Rate

Value of Design Thinking

Transforms us from “order takers” to Trusted Advisors

Reframes business problems

Drives innovation and creative problem-solving

Anyone can adopt

Puts people first

Why Aren’t We Using It More?

The name

One-time event vs. culture change

Stops at theory (I get it. I read an article.)

Takes practice

Risky, disruptive to process, many unknowns

-

5 L&D Design Thinking ApplicationsHow Might We…

Create a culture to empower creativity, collaboration, and innovation

Improve the employee experience and engagement

Redesign the employee reward system in a way that is meaningful to employees

Attract and retain new talent

Improve the learner experience

3 Skill-Building Ideas

Reimagine your favorite product

Reimagine team collaboration

Reimagine a wallet

Design ThinkingUnderstanding the Phases

EMPATHIZELearn About the Audience

EmpathyCapacity to understand or feel what another person is experiencing

Uncovers Voice of the Customer

Removes Bias

Human Nature is Already Working Against Empathy

Confirmation Bias• Looking for validation

of beliefs you already hold

False Consensus Effect• Believing what you

believe is what most others believe

• "Filling in the wholes" in conversation with your assumptions

Empathy3 Approaches

LOOKObservation

2TRY

Immersion

1ASK

Engagement

3

Immerse yourself in the experience of others

Figuratively wear many hats. Try to experience the same as your customer does. Uncover

hurdles, pains, inconveniences, etc.

Observe what people doFrom a distance, try to capture insights about your customer. Stay unobtrusive and almost invisible for the sake of spotting when the

problem occurs.

Capture what people say they do

Only one rule applies:Engagement should take place in the real

environment.

EmpathyGuiding Principles

Don’tJudge

QuestionEverything

Be TrulyCurious

FindPatterns

ReallyListen

Assume a beginner’s mindset

Mechanics of an Empathy Interview

• Not a focus group• Consist of one end‐user, one interviewer, and one note‐taker• Preferably in person to capture body language and nuances• Open ended, non‐leading, and probing questions

EmpathyPreparing for the Interview – Best Practices

Brainstorm Questions

Identify & Order Themes

Refine Questions

Create Interview Protocol

Pay Attention to Nonverbal Cues

Don’t Be Afraid of Silence

Ask Questions Neutrally and Don’t Suggest

Answers

Use Unpacking Questions

Take Copious Notes

Ask to Understand, Not Validate

Encourage Stories and

Follow Tangents

Avoid “Yes or No” Questions

EmpathyDuring the Interview - Best Practices

”Unpacking” Questions• Why do you say that?• Why? (even if you think you already know)• Tell me more about that.• What were you thinking when you did that?• Can you walk me through what led you to that 

decision?• How did you feel about that?• What did you think about that?• Could you tell me about why that is important to you?• It sounds like there's a story to that response, can you 

tell me more about it?

DEFINEDefine Problem

Statements

DefineClarify your point of view

How Might We…How Might We…

Record your insights and pinpoint the need.

Reframe it so it’s meaningful and actionable. (It’ll drive your design.)

FELT

DIDSAID

THOUGHT

IDEATEBrainstorm &

Create Solutions

IdeateThe Art of Possible

“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”*

FocusFocus

Flair

*Stanford d.School

PROTOTYPEBuild Representations of One or More Ideas

PrototypeBuild Representation of Your Ideas

Low-Fidelity Prototypes

High-FidelityPrototypes

TESTTest Ideas and Gain

User Feedback

TestPrototype as if you know you’re right, but test as if you know you’re wrong

Refine Your Prototypes and

Solutions

Test and Refine Your

Point of View

Create Authentic Experiences for

Users to Test Your Prototypes

Lessons LearnedFinal Thoughts

Design Thinking initiatives are quick

Create a place to continue fostering Design Thinking

Design Thinking is not a solution for every problem End-users are first

Additional Resources

Design Thinking Success Storieshttps://theaccidentaldesignthinker.com/2017/09/16/40-design-thinking-success-stories/

Solving Problems w/Design Thinking – 10 Stories: Jeanne Liedtkahttps://www.amazon.com/Solving-Problems-Design-Thinking-

Publishing/dp/0231163568/ref=sr_1_3?keywords=10+design+thinking+stories&qid=1556314810&s=gateway&sr=8-3

GP Strategies Free Resource Pagehttps://www.gpstrategies.com/design‐thinking‐process/

IBM’s Online MOOChttps://www.ibm.com/design/thinking /

Design Thinking – Part 2: ApplicationThurs - July 18th, 2019 11am – 12pm BST

gpstrategies.com

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Making a meaningful impact on the world together.

Keith KeatingSenior Director, Global Learning Solutions1-410-428-0052kkeating1@gpstrategies.com

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Thank You!