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DESIGN

THINKING:

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LEARNING OUTCOMES FOR THIS LESSON:

Design Thinking

Value

IDEO Shopping Cart

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DESIGN THINKING

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“ [Design thinking]... imbues

the full spectrum of innovation

activities with a human

centered design ethos...”

– Tim Brown, IDEO

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VIABILITY (BUSINESS)

DESIRABILITY(HUMAN)

FEASABILITY(TECHNICAL)

INNOVATION

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“ [Design thinking is] powered by a thorough understanding, through direct observation, or what people

need and want in their lives.”

– Tim Brown, IDEO

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The Deep Dive (Part 2)

The Deep Dive (Part 3)

VIDEOS

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HOW DESIGN THINKING HAPPENS

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DESIGN THINKING MINDSETS

click here for the full resource

Stanford dschool’s Bootcamp Bootleg

toolkit resource to support design thinking

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VALUE

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VALUE IS SUBJECTIVE.

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WHAT DO COMPANIES SELL?

Companies SHOULD create, provide, and sell value!

Developing a competitive strategy:

understand how your company creates value

how does your company add more value?

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VALUE CHAIN

sharedvalue.org

Michael Porter, author of “Competitive Advantage” (1985)

focuses on systems and how inputs are changed into the outputs purchased by customers

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image source: persuadedmagazine.com

VS.

VS.

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CUSTOMER / CONSUMER POV

What do they need?

What problems do they have?

What improvements do they look for?

What do they value?

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WHAT VALUE IS

PROVIDED BY A CAR?

AUTOMOTIVE INDUSTRY

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Gets you from A to B instyle, reliably and safely, with other people or stuff...

exciting “driving experience” and entertainment value

creates a semi mobile space

What do they value?

WHAT VALUE IS

PROVIDED BY A CAR?

AUTOMOTIVE INDUSTRY

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WHAT VALUE IS

PROVIDED BY A MOBILE

PHONE?

TELECOMMUNICATIONINDUSTRY

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WHAT VALUE IS

PROVIDED BY A MOBILE

PHONE?

TELECOMMUNICATIONINDUSTRY

connects you to others across town/ across the world

clear signal / no dropped calls / rapid support

offers entertainment options (packages)

simple billing

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VALUE CHAIN ACTIVITIES

A set of activities that an organization carries out to create value for its customers

Value created: Cost to create that value = Margin / Profit

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EGG TO CHICKEN SANDWICH?

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COCOA BEANS TO TRUFFLES?

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IDEOSHOPPING

CART

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IDEO SHOPPING CART TAKEAWAYS

It’s collaborative and cross-functional. Innovation is hard work!

Expect multiple failures before success

Take a consumer/ customer / user POV

Think integratively and systemically about problems, opportunities and situations

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DESIGN & INNOVATION ARE STRATEGIC, NOT

TACTICAL.

IT REQUIRES COMPANY WIDE DEEP COMMITMENT.