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DESIGN THINKING

Group 112102064D LEUNG Yik Kan12100703D LAI Ka Cheong12101433D WU Kit Sing12101937D YUEN Hoi Ying Winnie12102301D WU Lok Yee12102347D BUATON Hon Ming Herman12102568D TAN Karen Kristine12102651D SO Chak Hei

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BRAINSTORMING QUESTION

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HOW DO YOU SELL THIS PEN?

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VIDEO- http://youtu.be/sDjrNHIxO2k

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TODAY’S AGENDA- What is Design Thinking?- The case study of P&G- The traditional way VS. Design Thinking- Design Thinking in different organizations- More examples

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WHAT IS DESIGN THINKING?

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“Design thinking is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”

﹣Tim Brown, CEO of IDEO (Martin R. , 2009)

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THE 5 STAGES- i) Empathize (Plattner H., unknown)

- A human-centered design process- Understand:

HOW people do thingsWHY people behave in these waysWHAT people need physically and emotionallyHOW people think about the worldWHAT people think is meaningful

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THE 5 STAGES- ii) Define (Plattner H., unknown)

- Define the Challenge- Based on context and knowledge on user- Make sense of information obtained- Focus on WHAT user need

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THE 5 STAGES- iii) Ideate (Plattner H., unknown)

- “Going wide”- Source materials to build prototypes- Explore new and innovative solution

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THE 5 STAGES- iv) Prototype (Plattner H., unknown)

- Make the ideas tangible- Create low-resolution prototypes- Collect feedback from users- Refine the prototype

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THE 5 STAGES- v) Test (Plattner H., unknown)

- Solicit feedback from users- WHY people like the solution?- WHY people do not like the solution?- Learn about the users- Empathy for the users

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AN EXAMPLE

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BACKGROUND- Case

- Founded 1837- CEO A.G. Lafley want a change in 2001- “Return to its root”- “Focus on consumer”

- Solution- P&G should be GOOD at Design Thinking- the Clay Street Project

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BACKGROUND- Clay Street Project (Cohan P., 2012.2)

- A pioneer project- Start-up-like working atmosphere- 10-12 weeks sessions- ”Examine all possibilities”- Create new equity- e.g. Logo, Colour, Shape, Branding

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BACKGROUND- Clay Street Project (Cohan P., 2012.1)

- Herbal Essence- Use subtly-colored bottles- Replace clear bottles- Match customers’ expectation- Sales growth improved from 76 to 124

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ADOPTION- Workshop (Rae J., 2008)

- Emphasis on Business- Quick experience- Serious Reflection- Participants:

- Creative and Empathetic- Engage to Design Thinking

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EXAMPLE- OLAYFORYOU.COM

- Complicated Catalog- Understand frustration of customers- WHAT customers want?(Rae J., 2008)

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EXAMPLE- OLAYFORYOU.COM

- Re-design System- Improve user experience- Female narrator - Ask engaging question about requirements- Recommend tailored set of product(Rae J., 2008)

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ADVANTAGES- Differentiation

- Cater every unique requirements- Increased Customer Satisfaction- Increase products’ competitiveness(Rae J., 2008)

- Data Collection- Obtain knowledge about customers- Decision-making based on their needs(Rae J., 2008)

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FUTURE- Everyone is a facilitator in Design Thinking- Increase Involvement

- Decision Structure- Knowledge Source- Decision Commitment- Risk of Conflict

- Reduce Groupthink

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WHICH IS BETTER?The traditional way OR Design Thinking?

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DIFFERENCEThe traditional way Design Thinking

Aim at...(Frisendal T., 2012) Reliability Validity

Base on... Past ExperienceCurrent Information Observation

Involved...(Martin R., 2009)

CEOSenior Managers Almost everyone

Result An improved product A re-made product

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VIDEO- http://youtu.be/zHsocHGMhjc

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SHOULD ORGANIZATIONS ADOPT DESIGN THINKING?

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WHO DON’T NEED?- “Fail-fast and Fail-small” (Murray C., 2013)- Small Companies- Direct contact with customers- Can be tested

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WHO DON’T NEED?- Government- Limited by institution- Widespread influence- Difficulties in promoting changes

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WHO NEED DESIGN THINKING?- Any industry- Open-minded- Clear objectives- People trust each each other(Breunlin E., 2013)

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WHO NEED DESIGN THINKING?- Examples:

- Kaiser Hospital redesign workflow(Brown T., 2008)

- Marriott Hotel redesign hotel lobby(Frankel A., 2011)

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ANOTHER EXAMPLE

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IN THE TRADITIONAL WAY...

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WITH DESIGN THINKING...1. Empathize

- Observe what people really needed2. Define

- A first-person game is demanded3. Ideate

- Use our body to play the game4. Prototype

- Infrared sensing remote5. Test

- Invite celebrities to test

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WITH DESIGN THINKING...

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CONCLUSION

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TRADITIONAL WAY VS. DESIGN THINKING

- Traditional- Problem-solving- Idea already existed- Designer made it attractive

- Design Thinking- Solution-oriented- Designer creates ideas- Produce what people need and want

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DESIGN THINKING- Provide innovative solution- Provide in-depth solution- through brainstorm, prototype, feedbacks- Create comparative advantages- Explore new insight

- MOST organizations can adopt- only a few exception

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REFERENCEBreunlin E. (2013, Jul 22). Design Thinking can change your company. Milwaukee Business News. Retrieved Mar 06, 2014, from http://www.biztimes.com/apps/pbcs.dll/section?Category=SMALLBUSINESS

Brown, T. (2008). Design Thinking. Harvard Business Review. 07.2008; 86(6):84-92, 141.

Cohan, P. (2013, Feb 3). How Procter & Gamble Design Guru Spurs Growth. Forbes. Retrieved Mar 05, 2014, from http://www.forbes.com/sites/petercohan/2012/03/02/how-procter-gambles-design-guru-spurs-growth/

Cohan, P. (2012, Dec 3). How Procter & Gamble Designs Change. Forbes. Retrieved Mar 05, 2014, from http://www.forbes.com/sites/petercohan/2012/03/12/how-procter-gamble-designs-change/

Frankel, A. (2011). Marriott: Thinking Faster Inside the Box. Autodesk/Melcher Media

Frisendal, T. (2012). Design Thinking Business Analysis: Business Concept Mapping Applied, Springer.

Martin, R. (2009). The Design of Business: Why Design Thinking is the Next Competitive Advantage, Harvard Business Review Press.

Murray, C. (2013, Dec 19). Ideas on design thinking for small business, inspired by the DMI conference. Accelerator : Product innovation insights from Bressler Group. Retrieved Mar 06, 2014, from http://accelerator.bresslergroup.com/2013/12/design-thinking-for-small-business/

Plattner H. An Introduction to Design Thinking: Process Guide. Institute of Design at Stanford

Rea, J. (2008, Jul 28). P&G Changes Its Game. Bloomberg Business. Retrieved Mar 02, 2014, from http://www.businessweek.com/stories/2008-07-28/p-and-g-changes-its-gamebusinessweek-business-news-stock-market-and-financial-advice

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THANK YOU

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Q & A

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