...DESIGN THINKING: CHARACTERISTICS AND PROMISES Arkin Efeoglu1, Charles Møller2, Michel Sérié3, Harry Boer2 1 2 SAP Germany Aalborg University, Denmark 3 SAP Germany arkin.efeoglu@sap.com ABSTRACT This paper analyses a variety of Design Thinking methods to identify a governable pattern that is required to roll out Design Thinking as mindset in a multi-national company. A comparative analysis is essential to unveil focal points that lead to this organizational mindset transformation. Hence, a thorough understanding of the method and its core values may avoid uncoordinated innovation capabilities. Ultimately innovation will not be an R&D topic in an organization anymore but become part for every employee’s job, irrespective of his or her position. Keywords: Design thinking methods and characteristics, Review 1. INTRODUCTION A number of new innovation methods have emerged during the past two decades with an increasing interdisciplinary collaboration between the engineering, economic and social sciences. In spite of this, it is still a challenge to develop and introduce new innovations. One approach that increasingly makes its way to businesses of all sizes is called Design Thinking. This approach seems to be more promising to operationalize the innovation capabilities of a company (Brenner and Witte, 2011). Design Thinking is a human-centered problem solving method that mostly leads to radical innovative solution in terms of the feasibility, desirability...
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...4. Reflections on design thinking During our discussion session we discussed about several cases of what we consider were good examples of design thinking. The purpose of this discussion was to reflect on how this approach to problem solving can lead to more practical, innovative and human-centered solutions. Year: 2011 Client: Hivos (Dutch NGO) Project Objective: Reduce energy consumption at the public library in Utrecht. Company/Agency in charge of the project: Boondoggle Amsterdam. Name of the project: Seduction Project. Case Searching for examples of design thinking we thought of the seduction project which started in 2011 for the Dutch NGO Hivos. The main goal of this project was to reduce the waste of energy by minimizing the energy consumption. This project was designed by Boondoggle Amsterdam, their central focus is realizing interaction between the advertiser and the customer. “We help brands build business by being remarkable.” Problem The way “The seduction project” approached what seemed to be a wicked problem - How to reduce energy consumption at the public library in Utrecht - is what makes it a good example of design thinking. The high level of energy consumption at the public library in Utrecht was a problem. One of the main causes was the frequent use of the elevator, this was very energy consuming. After a few days of evaluating the human behaviour at the location, they noticed that a lot of people preferred to take the elevator, even though the stairs...
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...Issues: 1. What are the key factors of success for Apple? [Prabin] Ans : In a sentence, the key factor of success for Apple is the “Apple way” of doing the things. From the initial stage of company, it starts thinking and doing things differently than the competitors or the market trend. When there were computers only for the government organizations and big corporations, Apple made vision to launch computers for individuals and made it success by lunch of Apple1 personal computers. Also, it’ simplest and user friendly interface with sophisticated features and functionality make its product unique from competitors. It incorporates lots of creativity and ingenuity used by designers and engineers make innovations to happen more possible. It also uses integrative customer’s experience into the designs and development process which helps the products according to desire of customers and it give higher level of satisfaction to its users. Though it has simpler and user-friendly interface, its internal development model is so complex that it is unable to duplicate by competitors. The evaluation required for the inception of new product includes: a marketing requirement document, an engineering requirement document, and a user-experience document. This makes visionary for company to get success before product is lunched. The company give focus on everything from designing to packaging and shipping of its product. The other most important thing to be considered is Apple products like...
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...The design thinking Process Design thinking is an approach that uses a set of methods to solve problems that effectively manage risks by placing small bets fast. It is therefore an approach best suited to conditions of high uncertainty. Design thinking is an approach best suited to solving problems with conditions of high uncertainty. It uses a set of methods to solve problems effectively while managing risks by placing small bets quickly. (Liedtka, Ogilvie & Brozenske 2014) The design process is human centred. It starts with looking at and understanding the present rather than the future and allows for innovative ideas to be created from insights into the current reality. (Liedtka, Ogilvie & Brozenske 2014). In their book ‘Designing for Growth: A Design thinking Toolkit for Managers’, Liedtka & Ogilvile (2011) identify four basic questions that correspond to each stage of the design thinking process. The four basic questions are: What is? What if? What wows? What works? The black lines around the questions in the diagram below represent the widening and narrowing of our filed of vision as each question is explored. In the early stages of the design process our view is widened as ideas are generated. In the latter stages ideas and options are narrowed down to the most effective. (Liedtka & Ogilvile 2011). image What is? Seeks to understand and explore the current reality What if? Begins to envision a new future and explore...
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...Design Flaw and Solution to the Micron Pen 005 Sydney Jacobson University of Minnesota—Twin Cities DES 1101V Intro to Design Thinking Design Flaw and Solution to the Micron Pen 005 Sydney Jacobson University of Minnesota—Twin Cities DES 1101V Intro to Design Thinking Abstract This paper serves to analyze the Micron Pen 005 and its efficiency. Created as a high quality item, with its aptness for high detail and sustainability, the soft tip of the pen shortens the lifespan through attrition. I propose a solution to increase the amount of soft tip available in the pen by redesigning the pen to assimilate a mechanical pencil. I then delve into detail about the Micron Pen 005’s reflection on society in regards to accessibility, quality, and frugality. This analysis is then concluded that my solution would create a more reliable product. Design Flaw and Solution to the Micron Pen 005 Even in today’s technology dependent world, a quality pen is a necessity. People desire something that has permanence and accuracy for daily tasks such as writing reports, scratching down notes, or drawing out rough drafts. A pen that glides onto the paper with precision is necessary to get the job done perfectly. Now enter Sakura’s Micron Pen. Designed with the user in mind, the average person is able to handle it with the simplest of motions. However, specifically with the Micron Pen 005, there are flaws that have some considering this pen as inefficient and thus needs to...
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...1. Executive Summary Apple as one of the most famous and successful corporations and brands in the world can attribute its past success to Steve Jobs and their employees. The whole organisation understands the companies (mainly Steve Jobs) vision and philosophy. In Apple, employees think that they can change the world and bring completely new values to the customers by design and innovation. They not only want to deliver these new values in a simple way, but also want to provide the customers with functionalities and features they need and that are competitive. Apple is capable of applying simplicity to the design and innovation of their products and at the same time considering customers' needs. While living this vision and philosophy, Apple does things different as compared to its competitors. Apple is going its own way and sets own industry standards and norms. Apple does not want to be an imitator but rather an innovator, with products and services that mean something special to their customers. The above described vision and philosophy is applied across the whole Apple organisation and all employees understand what Apple wants to stand for. Apple employees are dedicated and take on and fulfill their responsibilities accordingly. The question on hand is; Can Apple keep up its good performance and reputation after Steve Jobs' dead in 2011? 2. Introduction In the following sections, I will highlight some issues and threads that Apple will be facing with its...
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...INTRODUCTION www.openideo.com is a web-based innovation platform developed by the foremost design firm IDEO.The site is an open innovation platform where people come together to collaborate and design together. Launched in 2010 (IDEO, 2011), the site have received much recommendations from the media, the learning and design community, Due to its effective design, global adoption and ultimate purpose that it has actually helped solve some of the world’s greatest social challenges. The site has become a reference point for effective collaborative-participation and crowd souring for social-good. LETS’S OPEN IT.. Courtesy: ideo.com, 2011 OVERVIEW Openideo.com was designed as a site where people will collaborate, share ideas and draw inspiration from the crowd in the process of solving a challenge. The challenge question often sponsored by a non-profit, represents the purely social nature of the site. The IDEO designers in London observed that there is a tremendous human-resource online (AIGA,2011). The online community spends hour’s facebooking, tweeting and linking-in and they decided to turn that opportunity into a platform for social-good. The site was created with the view of including a wide range of people in the design process. The high-points of the site is mostly the level on which it engages the online community...
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...ESTUDO DE CASO 3 DESIGN THINKING AND INNOVATION AT APPLE Agosto 2015 1 RESUMO DO ESTUDO DE CASO Em 15 de março de 2012, um dia antes de seu novo iPad tornar-se disponível, o preço das ações da Apple chegaram a US$ 600 pela primeira vez em sua história. Com uma capitalização de mercado de cerca de US$ 550 bilhões e vendas anuais superiores a US$ 100 bilhões, a Apple alcançou um valor quase três vezes maior que o gigante industrial General Electric, excedeu o valor da Sony Corporation por um fator de 25, e tornou-se a empresa de capital aberto mais valiosa o mundo. Ainda mais surpreendente que 12 anos antes, quando Steve Jobs retornou à Apple, o preço das ações da empresa giravam em torno de US$ 5 e o futuro era incerto, na melhor das hipóteses. Jobs, afinal, já tinha sido demitido da empresa que ele co-fundou quase uma década antes, e estava voltando com ela quase falida. Porém, mesmo nesse momento difícil, o compromisso fundamental com o design e desenvolvimento de produtos nunca morreu. Desde que foi fundada em 1976, a Apple tem sido considerada uma líder em design e integrador de hardware e software de computador. O sucesso da Apple não foi apenas o resultado de movimentos estratégicos inteligentes ou um senso inato de market timing. Ela veio de um compromisso profundo para entender como as pessoas usavam dispositivos de computação e um desejo de desenvolver “insanely great products.” Design Thinking Não era evidente que...
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...Session 3 Design Thinking & Innovation Observing Deeply Presented by Professor Srikant Datar Professor Partha Sarathi Roy Situation 1 | Apply AEIOU Exercise 1 | Apply AEIOU 1.Apply AEIOU to this situation. What are some of your key observations? 2.As you look and observe, what insight does it give you? 3. Given that insight, does it generate any opportunities in your mind? Situation 2 | Apply AEIOU Exercise 2 | Apply AEIOU 1. Apply AEIOU to this situation. What are some of your key observations? 2. Assuming the situations to happen in sequence, do any similarities emerge in both contexts? Can we come up with an opportunity area? Journey Map A graphic tool used to organize detailed information about an individual’s steps through a process. It is a useful learning device that can be applied to any context. Journey Map Source: HCD Toolkit 2ed. Tested the concept at one subway stop. Waiting transformed into shopping. LOOK Assume a beginner’s mindset. Check assumptions. “Observe” with all five senses. Document the looking. Be patient. Situation 3 | ASK You are a manager of a moving company. Over the past month customers have written to you to complain about the quality of their moving experience with your company. What would you do? Situation 3 | ASK Why did this happen? What would you do differently? "Our crew! They handled a complicated interstate move with professionalism and good humor. Everything arrived...
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...Isi Kandungan 1) Pengenalan 2) Latar Belakang Usahawan 2.1) Tolenrasi Terhadap Kegagalan 2.2) Menuju Ke Arah Kejayaan 2.3) Imaginasi 2.4) Berorientasikan Peluang 2.5) Komitmen 2.6) Keyakinan 2.7) Bertanggungjawab 2.8) Keupayaan Untuk Mempengaruhi Orang lain 2.9) Passion 2.10)Ketabahan 2.11)Pencari Maklumat 3) Pandangan Usahawan Terhadap Peluang Yang Disediakan Oleh Kerajaan Pada Hari Ini 4) Cadangan Usahawan Untuk Meningkatkan Penglibatan Belia Dalam Keusahawanan 5) Kesimpulan 6) Lampiran 7) Rujukan 1)Pengenalan Keusahawanan adalah kerjaya sangat cabaran pada abad ke-21. Dalam usaha untuk menjadi seorang usahawan yang berjaya, seseorang perlu mempunyai sikap yang betul, personaliti dan ciri-ciri. Terdapat mitos-mitos yang sentiasa merebak di kalangan orang-orang yang mengatakan bahawa usahawan yang dilahirkan, manakala tidak dibuat. Akan tetapi dalam realiti, usahawan boleh dibuat dan dibentuk selagi ciri-ciri yang betul diterapkan dalam orang itu, Oleh itu, dengan melakukan penyelidikan mengenai tugasan, kami tidak sabar-sabar untuk mencari dan mengetahui lebih teperinci mengenai apa ciri-ciri seseorang itu perlu untuk menjadi seorang usahawan yang berjaya. Pada zaman moden ini,ahli usahawan semakin meningkat. Ini adalah kerana sebahagian daripada mereka yang berminat dalam bidang keusahawanan dan sebahagian dari mereka adalah digalakkan oleh faktor alam sekitar seperti mereka yang perlukan...
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...Increased interest in and adoption of design thinking by governments, nonprofits, and commercial businesses has led to further research and discussion of the benefits of design thinking for business, design, and governments. There is a little country-specific literature in Australia regarding the ways in which design thinking is engaged by design and business. Barriers: Definition and understanding of design thinking – No clear definition of what design thinking is has been established. The problem is the difference in languages of business and design and the work contexts in which design thinking is discussed. Business perceptions of design – Design is often perceived as a high-risk activity or an artistic pursuit linked to creating a tangible product or output. The strategic engagement of design thinking to delivering outcomes related to more holistic business challenges is not well understood. The ‘hybrid’ space – the expectations of design thinking are different from business expectations to design expectations. Businesses are not necessarily seeking design thinking from designers, and the design industry’s agenda does not necessarily align to that of business. There is no hybrid space where design thinking is discussed by both parties at equal level. The traditional Australian business environment – Australian economy faces various problems of high Australian dollar, slump in manufacturing, limited investment in innovation. Australian businesses still rely...
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...“IDEO” (Marketing Excellence) 1. Why has IDEO been so successful? What is the most difficult challenge it faces in conducting its research and designing its products? IDEO has been successful due to a “design thinking” approach centered on “human-centered methodology” and also because helps other companies to be successful. I think they put a lot of efforts in research and market analyzes to get a deep and detailed idea about what consumers really want and need, because they solve a consumer’s problem and as a result offer a superior experience. They use a broad and various set of research methods like customer observation, customer interviews, prototyping and also let people participate in the design process. They do deep dives into consumer behavior to determine how they purchase, interact with, use, and even dispose of products. To put the customer first is one of the key success factors nowadays to meet their needs and to be successful. They employ methods such as shadowing consumers, taking pictures or videos of them during product purchase or use occasions, conducting in-depth interviews with them to further evaluate their experiences. They also use “behavioral mapping,” which creates a photo log of people within a certain area like an airline departure lounge, a hospital waiting room, or a mall food court over a span of several days to gauge how the experience can be improved. IDEO also utilizes “camera journals” that participants...
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...In the essay I will brief discus what service design is and how it relates to the other design lens. I will also speak about how important it is when implementing or introducing a new product and what the processes of service design is and the importance of it when it comes to providing a service or new product. Service Design is the process of design a product that is useful and wanted by the consumer. In some case where there is a already existing service, service design helps to improve it and finds new ways o how to go about day to day activities of the product in other words bettering the service to please the consumer. The process includes the implemention of the product but also the end result what it expection of the consumer would...
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...of Quality' is achieved when no department in a single location has more than 15% rejects. True False 3. Concurrent Engineering is another term for sequential development. True False 4. One of the main advantages of standardization is that it increases the potential variety of products. True False 5. A disadvantage of standardization is the possibility of standardizing designs too early, which may make it difficult to modify in the future. True False 6. Reducing consumer choices makes service more efficient. True False 7. Modular design increases costs of purchasing and controlling inventory compared to non-modular. True False 8. Product failures can be easier to remedy with modular design. True False 9. One motivation for an organization to redesign its product or service is to avoid the alternative of downsizing the organization. True False 10. A major benefit of Computer Aided Design (CAD) is the increased productivity of designers. True False 11. Most of the time what is called product or service design is actually a redesign of an existing product or service. True False 12. A service blueprint is quite similar to an architectural drawing. True False 13. The process of dismantling and inspecting a competitor's product to discover product improvement is called benchmarking. True False 14. To save money, it is essential that designers revise the production capabilities...
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...The Design of Business Why Design Thinking Is the Next Competitive Advantage by Roger Martin Copyright 2009 Roger Martin Summarized by permission of Harvard Business Press 256 pages Focus Leadership & Management Strategy Sales & Marketing Finance Human Resources IT, Production & Logistics Career Development Small Business Economics & Politics Industries Intercultural Management Concepts & Trends Take-Aways • Business leaders often believe they must choose between analysis and intuition. “Design thinking” offers a third path. • Design thinkers observe the world, imagine alternatives and bring them into being. • Innovations start as intriguing “mysteries.” To unfold them, first develop workable “heuristics” and then derive predictable “algorithms.” • Think of the learning and discovery process as moving through a “knowledge funnel.” • People need analysis and creative thinking at different points in that funnel. • New firms emphasize “exploration.” As they mature, they shift to exploiting known ideas, but if they stop at that point, other innovators will surpass them. • Your organization must balance predictable or “reliable” production with “validity,” experimentation that leads to new ideas and commercial success. • To protect a company, leaders must protect the exploration that leads to its validity. However, over time, organizations tend to emphasize reliability instead. • To develop your design mind, broaden your “personal knowledge system.” • Cultivate the “stance...
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