why business needs design thinking now more than ever
Post on 14-Sep-2014
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How are you driving innovation in your business at the moment? Are you organised or is it more 'organic'? Is the design process something you have considered in the past to assist you in developing new value? We would love to hear your stories about design thinking/innovation - good or bad. This slide deck builds the case for how design thinking can be used for business in order to achieve meaningful innovation.TRANSCRIPT
Strategic InnovationDesign Thinking
Why business needs design thinking now, more than ever.
Strategic InnovationDesign Thinking
“Design, in short is becoming an ever more important engine of corporate profit: It’s no longer enough simply to outperform the competition; to thrive in a world of ceaseless and rapid change, business people have to out imagine the competition as well…They must begin to think – to become – more like designers.
-Roger Martin, dean of the Rotman B-schoolStrategic InnovationDesign Thinking
Strategic InnovationDesign Thinkinghttp://www.youtube.com/watch?v=e-ySKaZJ_dU
Strategic InnovationDesign Thinking
“The trouble is when confronted with a
mystery, most linear business types resort to what they know best.They crunch the numbers, analyse and ultimately redefine the problem:
“So that it isn't a mystery anymore, its something they’ve done 12 times before” Martin says.
Most don’t avail themselves of the designers tools – they don’t think like designers – and so they are ill-prepared for an economy where the winners are determined by
design.Strategic Innovation
Design Thinking
Strategic InnovationDesign Thinking
Business needs design now, more than ever.“
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Why do companies have so much trouble with creativity?Strategic Innovation
Design Thinking
Strategic InnovationDesign Thinking
Because creativity is
right-brained and strategy is
left brained
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Business Vs Design
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Planning vs thinkingDecision attitude vs design attitude
Exhortations vs strategic intentSolving vs framing
Process vs playAnalysis vs synthesis
Traditional Business & Traditional Creativity
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
We find a 50/50 mix is best for innovation
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Hence design thinking is not about solving
design problems…. It is about solving
business problems with the design process
“Strategic Innovation
Design Thinking
Strategic InnovationDesign Thinking
This is not about having the word ‘design’ in your Job title.
This is about a mindset and skillset that can produce better results.
A design mindset.
Strategic InnovationDesign Thinking
Design mind set as:
Noun VerbThe output or resultThe look and feel of a final product of value
The process of developing new value based on insight
Strategic InnovationDesign Thinking
OR
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Why do companies have so much trouble managing creativity and innovation?
1. Because traditional business does not link the two with design thinking.
2. Design is most commonly referred to in the sense of a noun
3. Managers do not know “what to do” with designers
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Who does know how to use design?
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Design is the fundamental soul of the company that expresses itself through an end result – the product.
-Steve Jobs
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
DESIGN THINKINGIS NOT AN EVENT
IT’S THE PROCESS
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
DESIGN THINKINGCONSIDERS THE
ENTIRE EXPERIENCE Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Insights are the fuel for innovation
Strategic InnovationDesign Thinking
1+1=11
Strategic InnovationDesign Thinking 0Rules for managers using
design to accelerate innovation1 Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
#1
TREAT DESIGN AS A PROCESSNot as the result
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
#2
Don’t pursue production
over getting the design right
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Don’t depend (heavily) on metrics or “common wisdom/following the leader”
#3 Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Don’t drive innovation through efficiency gains & look to cut costs later as well
#4 Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Plant design into the core of the business & build the experience outward
#5 Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Be sure to tell a GREAT story about
your value
#6
Strategic InnovationDesign Thinking
Don’t look to others or outsource your company vision
#7 Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Don’t follow your customers lead them!#8 Strategic Innovation
Design Thinking
Strategic InnovationDesign Thinking
Asking direct questions may not uncover the best answers - but you can
find them with observation!Strategic Innovation
Design Thinking
Strategic InnovationDesign Thinking
Focus on solving humans needs over solving your technical problems
#9 Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Don’t stop with the insights found.Great ideas will give the lead to great answers#10
Strategic InnovationDesign Thinking
Strategic InnovationDesign ThinkingThe best tests and prototypes are done cheap, quick and especially dirty
Remember:
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Where to go from here?
Follow Sparka on twitter: @_SparkaLike our Facebook page: Sparka DesignVisit our website: sparka.com.auDrop us an email or come for a coffee: [email protected] connected to Sparka: Join the mailing list
Strategic InnovationDesign Thinking
About }
Strategic InnovationDesign Thinking
Sparka : design thinking
Strategic InnovationDesign Thinking
Sparka cuts through business & design by exploring culture, meaning and technology.
BIG THINKERSBIG INSIGHTSBIG RESULTS
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Sparka makes innovation visible, tangible but more importantly meaningful
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
We look where nobody else has looked and think what nobody else has thought
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
We believe empathic discovery & observation is the key to successful innovation
Strategic InnovationDesign Thinking
Strategic InnovationDesign Thinking
Thanks for your time – Lets start a conversation.
Strategic InnovationDesign Thinking