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Design thinking

Week 2 plenary

Monday, 17 January 2022

Learning outcomes of today’s session

•

Differentiate between traditional and current perspectives of design.

•

Understand design thinking and its process.

•

Be familiar with the different tools of design thinking.

•

Learn about convergent and divergent thinking.

Innovation

Accident

Vision

Process

Innovation as an individual process

Aha moment!

Innovation as a collaborative process

Creativity as a discipline of art

Creative confidence

Creative confidence is the ability to think about problems in the society

and the planet,

produce

big ideas and act on them

(

David Kelley,

Founder at IDEO).

Perspectives of design in marketing

Traditional thinking to design

· Design as a tactical approach.

· Making an already developed idea more attractive for customers.

· Making new products and technologies aesthetically appealing.

· For example, designing product packaging, handbags, and communication materials (e.g., online banners, posters).

Current thinking to design

· Design as a strategic approach.

· Developing new ideas to get the job done.

· Developing innovative and practical solutions to address consumer needs and desires.

· For example, designing digital banking solutions for consumers at the bottom of the pyramid.

Brown (2008)

What is design thinking?

Fehrer

Three lenses of design thinking

Fehrer

Viability

Desireability

Feasibility

What do people desire? What are

their needs? What delights them?

What solutions are technologically and organizationally

feasible? What new capabilities should the organization

develop? What changes should the organization make to

their existing processes?

How is the solution financially,

socially and environmentally viable?

Finding the sweet spot:

•

What does the

future customer

experience

mean

for us as an

organization?

•

Are we developing

solutions

that helps

the

society and the planet

•

What

barriers

do we need to remove to

offer innovative solutions?

•

Does our

process need to change

–

if it

does, how?

•

What kind of

new technology

do we

need?

FINANCIAL,

SOCIETY, PLANET

Viability

TECHNOLOGICAL/

ORGANIZATIONAL

CAPABILITIES

Feasibility

HUMAN NEEDS

Desireability

INNOVATION

Three lenses of design thinking

Fehrer

Class discussion

•

Think about a good designed experience vs a bad designed

experience.

•

The experience can be online vs offline

•

You can relate to design that addresses social/environmental aspects

Design thinking: Non

linear, iterative process.

Empathize

•

The ability of one person to fully understand and be sensitive to another

person’s thoughts, feelings and attitudes (

merriam

webster dictionary).

•

Focusing on the user’s perspective and not our (biased) assumptions.

•

Interviewing

with a curious mind

asking “what” “how” and “why”

questions to develop deep insights.

•

Ethnography

observing users in their natural/real

life setting.

•

Netnography

observing human behaviour online (e.g., communities)

Examples of questions with a curious mind

•

What do you think about food waste?

•

What do you do to reduce food waste?

•

How does reducing food waste make you feel?

•

Why do you contribute towards reducing food waste?

•

What apps do you have on your phone to order food?

•

How often do you order food online?

•

Why do you order food online?

•

Why does it matter to you whether a café is close vs far to your

home?

Define a problem statement

Three components of a problem statement:

•

Users:

Be very specific (not broad such as elderly)

•

Needs:

What are the users trying to achieve? It is their goals and

motivations. Don’t think of it as nouns (solutions, products, services)

but as verbs (e.g.,

pendrive

vs storing data).

•

Insights:

Why are they trying to achieve it? How do they want to feel?

•

Problem statement format

“User

X…..

needs Y…because (insights)”

Defining a problem: focusing on the solution (noun)

Darkness

Example of a problem statement

· User: Educated professionals, high income, inner city home, tech-savvy, nuclear household.

· Need: Commute to work in a way to reduce carbon footprint.

· Insight: Because they are anxious about global warming and want to protect the planet for the future of their children.

Ideate (brainstorming)

SET A TIME LIMIT STAY FOCUSED REFRAIN FROM ENCOURAGE WEIRD AIM FOR QUANTITY BUILD ON OTHERS’

JUDGMENT/CRITICISM AND WACKY IDEAS IDEAS

STAY VISUAL

ALLOW ONE

CONVERSATION AT A TIME

Class discussion: Brainstorming

(10

minutes

)

•

Brainstorm radical ideas for the following problem statement:

•

User

People (20+ years old) with limited mobility and mostly bed

ridden in Auckland city, supported by their parents and family

members.

•

Need

to engage in work to serve others.

•

Insight

because they want to contribute to society and feel socially

included and respected.

Prototyping: what will the solution look like?

•

Producing inexpensive, scaled

down versions of the product (or specific features found

within the product) to investigate the ideas you’ve generated.

Testing

•

Sharing the prototype with users

•

Based on user feedback, reflecting (what did I learn?), and improving the prototype.

•

Test again. Repeat.

Design thinking: Non

linear, iterative process.

Convergent

and

divergent

thinking

medium.com, Jasper Liu

For additional insight: Ted talks video by Tim brown

https://www.youtube.com/watch?v=UAinLaT42xY

Design thinking process by Jeanne

Liedtka

Customer journey mapping

Value chain analysis

Mind mapping

Customer

engagement

Cognitive

engagement

Affective

engagement

Behavioral

engagement

Passion

Loving

Adoring

Mad for

Concentr

ated

Immersed

Focused

Absorbed

Purchase

WOM

Repeat

purchase

Time

Hollebeek

2011

Concept developing

•

Creating a more in

depth description about a solution:

•

What is the value proposition?

•

What are the features and benefits?

•

What is the probable

price and how will we co

create service with customers?

Assumption testing

•

Testing the underlying hypotheses of an idea by gathering data to

explore whether the hypothesis holds true or not.

•

Providing home delivery service is not viable for

Foodprint’s

business.

•

Customers will want to pick up food from an eatery

provided that

it is

close to their homes.

Assumption testing

Customer co

creation

•

Involving customers to provide

not only feedback but also insight

on how to improve a prototype.

Design thinking needs to focus on the project challenge

As per the assessment this is the challenge “Foodprint wants to connect and engage with customers in New Zealand and increase online sales on the digital platform.”

According to Michal Garvey’s presentation we can either focus on:

· customer acquisition and conversion (i.e., new customers)

· remarketing of current leads to convert to customers (i.e., existing customers).

Learning outcomes of today’s session

•

Differentiate between traditional and current perspectives of design.

•

Understand design thinking and its process.

•

Be familiar with the different tools of design thinking.

•

Learn about convergent and divergent thinking.