Design Thinking
SAUG Canberra Conference | Hyatt Hotel, Canberra
March 2014
What is all the fuss about?
Paul Hawking
Victoria University
Everybody is talking about it
A developer needs to be
curious and also develop
empathy for end users
Design Thinking is not new
1969
1973
1987
1992
2009
Technology Priorities
Rank
Top 10 CIOs Technology Priorities 2007
Top 10 CIOs Technology Priorities 2013
Business Intelligence applications
Analytics and Business intelligence
Enterprise Applications (ERP, CRM etc)
Mobile technologies
Legacy modernisation
Cloud computing (SaaS, Iaas, Paas)
Networking, voice and data communications
Collaboration technologies (workflow)
Legacy modernisation
Server and storage technologies
(virtualisation)
Security technologies
IT management
Service Oriented Architecture
Customer Relationship Management (CRM)
Technical infrastructure management
Virtualisation
Document management
Security
Collaboration technologies
ERP Applications
10
Gartner
Integrate
Optimise
Informate
Integrate
Innovation
Informate
Optimise
The Goal of Design Thinking is Innovation
1 Exceptional Idea
10 Great Ideas
100 Good Ideas
1,000 Ideas
What is Design Thinking?
Design Thinking is an approach to
innovation. It lets us discover opportunities,
inspire potentials, and create successful
solutions that meet human needs, add
business value, and are technically
feasible. Design Thinking Community
.
An approach to solving design problems by
understanding users needs and developing
insights to solve those needs.
Differnet Approach
Business Thinking
Business schools tend to focus on Inductive thinking (based on
directly observable facts) and Deductive thinking (logic and
analysis, typically based on evidence)
Design Thinking
Design schools emphasize Abductive thinking (imagining what
could be possible). This new thinking approach helps us challenge
assumed constraints and add to ideas, versus discouraging them.
Proctor & Gamble CEO A. G. Lafley
Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week
Design Thinking Focus
Human Centred innovation
Focus on people/customers and their NEEDS not on specific
technologies or other conditions
Innovating at the intersection of BUSINESS, TECHNOLOGY and
PEOPLE
The USER is the one who to decide if a product or service should
exist or be established
Business
Viability
Design
Thinking
People
Technology
Desirability
Feasibility
Goal > Solution through rapid prototyping
Design Thinking Process
Design Thinking Pillars
INTERDISCIPLINARY TEAMS
of T-shaped people.
Team composition
Multi-disciplinary teams in a Design Thinking Workshop consist of 4
to 6 participants in each team, e.g.:
(Lead / Team Coordinator): Business, Process or Project
Management background
Technology (non-IT) background
Technology (IT) background Applications, Mobile, Analytics,
Web etc
Sociology, Psychology, Anthropology background
Human Resources, Marketing, Controlling background
THE DESIGN THINKING APPROACH
SCOPING
360
RESEARCH
Problem Definition
Project Plan
Data
SYNTHESIS
IDEATE
Insights
Design Principles
PROTOTYPE
Ideas
Concepts
VALIDATE
Prototypes
Scoping
SCOPING
360
RESEARCH
SYNTHESIS
IDEATE
PROTOTYPE
VALIDATE
What are you trying to achieve?
Identifying the right challenge to solve
Quick research to gain common understanding of challenge
Identify stakeholders
Plan project based on the phases of the Design Thinking
approach
3600 Research
SCOPING
360
RESEARCH
SYNTHESIS
IDEATE
PROTOTYPE
VALIDATE
Research, Discover, Explore and Capture
Understand users/stakeholders expectations and motivations
(insight & empathy)
Gather market information
Research analogous situations
Caution; say do think feel
Synthesis
SCOPING
360
RESEARCH
SYNTHESIS
IDEATE
Understand and gain insights
Storytelling
Capturing key points
Clustering and prioritization
Identifying needs and motivations
Creating personas or points of view
PROTOTYPE
VALIDATE
Synthesis - POV
Coming up with a POV
Point of View
POV = User + Need + Insight
The Point of View is one sentence that
creates an image in your mind. Based on
an understanding of a user group and an
insight into a specific need, it narrows the
focus and makes the problem specific.
Template:
[Attributed user] needs (to) [Position]
because [Insight]
Example:
The Department Supervisor needs time with
customers, since knowing who they are
enables her to optimize her ordering plan.
Ideate
SCOPING
360
RESEARCH
SYNTHESIS
IDEATE
PROTOTYPE
VALIDATE
Ideation
Brainstorm ideas to generate as many ideas as possible
Cluster your ideas
Prioritize ideas for the upcoming prototyping phase
Moves from problem space to solution space
Prototype
SCOPING
360
RESEARCH
SYNTHESIS
IDEATE
PROTOTYPE
VALIDATE
First step to actually feel an idea
Aims to develop quick prototypes for the user to play with
Show the solution through the Users eyes
Use role play storyboards
Fail early and Fail often
Develop low and high fidelity prototypes
Validate
SCOPING
360
RESEARCH
SYNTHESIS
IDEATE
PROTOTYPE
VALIDATE
Get feedback from end users
Checking feasibility of ideas with stakeholders
Gathers feedback on concepts and prototypes
Checks feasibility, viability, and desirability with users
Incorporates feedback and iterates the prototype
Summary
Paul Hawking
SAP Academic Programs Director
Associate Professor
Information systems Discipline
College of Business
Telephone: +61-3-99194031
Email
[Link]@[Link]
@Paulhawking #SAPVU
