nasscom ilf 2017: design thinking for innovation success: tom kelley, ideo

DESIGN THINKING FOR INNOVATION SUCCESSTom KelleyPartner, IDEOFounder & Chairman, D4V

Adobe “State of Create”

global surveys

(2012 & 2016)

80% of people think

unlocking creativity is critical

to economic growth…

…but only 25%

feel that they are living up to their creative

potential.

How might we unlock the creative confidence of the other 75%?

The Storyteller

- Empathy- Prototyping- Storytelling

Design Thinking(tools of a designer)

Blend Technology with Humanity

Doug Dietz

at GE Healthcare:

looking more deeply

Doug Dietz atGE Healthcare:

Using empathy to blend technology with

humanity

The Anthropologist

Airline Video Vuja De

You know your machine scares the heck out of kids,

right?

The Anthropologist

Airline Video Vuja De

…we have to anesthetize more than 80%of our

pediatric patients.

The Anthropologist

Airline Video Vuja DeStanford d.school“Bootcamp” class

Always start with empathy

GE Adventure Series scanners

Empathy happens face-to-face and goes

beyond customer feedback

“Medicine bottles don’t give me

any real trouble”

“Medicine bottles don’t give me

any real trouble”

“Medicine bottles don’t give me

any real trouble”

“Medicine bottles don’t give me

any real trouble”

Treat Life as an Experiment

Geniuses don’t necessarily have a higher success rate than the rest

of us.

- Dean Keith Simonton

Dyson’s retail experiment

James Dyson’s cyclonic vacuum

started with 5128 prototypes!

The real measure...

Thomas EdisonAnkit Gupta

& Akshay Kothari

Image courtesy of Anirudh Rao

Acquired by LinkedIn for $90

million

The Storyteller

Experimenting with a 1-hour prototype

The Storyteller

Leverage the Power of Storytelling

The data

does not always speak

for itself

The story of the faithful dog

“Hachiko”

Origin Stories

Purpose-driven stories

Transforming everyday purchases into a force for good around the world

Delivering happiness

The North Face: a new brand story for China

Blend Technology with Humanity

Treat Life as an Experiment

Leverage the Power of Storytelling

DESIGN THINKING FOR INNOVATION SUCCESSTom KelleyPartner, IDEOFounder & Chairman, D4V