what is called design thinking?
DESCRIPTION
A presentation to the 2008/09 class of the Institute without BoundariesTRANSCRIPT
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What is calledDesign Thinking?
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Let’s get empirical
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Human-centeredPrototype-drivenMindful of process
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David Kelley
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So. Do designers think differently?
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As opposed to?
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“Business people need to become designers”Roger Martin
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An opposable what?
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If design is amethod of action
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Then what is thinking is amethod of ???
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Is Design Thinking a method at all?
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THE Trigger?
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It was all my idea
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No, it was mine
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Wicked!
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Not opposed, but opposable
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It’s about the people, stupid
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T-shaped
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Signal of human intention
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Opposable mindsT-shaped peopleDesign intent
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Examples
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Sponsored by:Alexander Osterwalder, Ph.D.
http://business-model-design.blogspot.com/
9 QUESTIONS FOR YOUR BUSINESS MODEL
What can partners do better than you or at a lower cost
(and thus leverage your business model)?
Which one of your client’s problems are you solving and why will he work with you
rather than with a competitor?
What are your client’s needs, desires and ambitions?
What are your key activities and how difficult are they to
perform (by others)?
What type of relationship does your client expect you to establish and maintain with him?
What are your key resources and how difficult are they to
copy (by others)?
Through which means does your client want to be reached
and addressed by you?
What is the cost structure of your business model and is it in harmony with
the core idea of your business model?
What value are your clients really willing to pay for and
how will they pay for it?
PARTNERNETWORK
VALUEPROPOSITION
CLIENTSEGMENTS
KEYACTIVITIES
RELATIONSHIP MANAGEMENT
KEYRESOURCES
DISTRIBUTION & ACQUISITION CHANNELS
COST STRUCTURE REVENUE STREAMS / PRICING
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what’s on his mind?
what does he see? what does he
hear?
what does he say?
what his boss says what his friends say
what his wife says
his environment his friends
what the market offers him/her
his/her attitude how he appears in public
what he tells others
his/her preoccupations his/her worries
what he thinks
!"#$%&'()*+*,-'+).%#/)0123456)-7')89:$*;)-79<=9<>)&#/,*<?@)
simple client profiler
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All in the game
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So, is Design Thinking a method at all?
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The Last Discipline
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Design Thinking Norms
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ObserveCo-createIdeatePrototypeThink visuallyTell a story
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A method for innovating method