design thinking on every level - vde südbayern · 20171115 vde dt v2.pptx 6 innovative products:...

Presentation for VDE –AK Unternehmensmanagement

Munich, November 15, 2017

Design Thinking on every level

220171115 VDE DT v2.pptx

The Balancing Act of Innovation

Chief Executive

"Let's just growour core business

profitably, go digital and penetrate new

markets disruptively""Would you like

anything else to go with that?"

Consultant


New ways arerequired …


… Solution: Design Thinking Workshops?


Define your Design Challenge in form of an open question to formulate your initial situation

Define your Design Challenge in form of an open question to formulate your initial situation

Collect, structure and prioritize your infor-mation to extract the information your team wants to focus on – define Point of view

Collect, structure and prioritize your infor-mation to extract the information your team wants to focus on – define Point of view

Develop first prototypes –Minimum Viable Products – of your ideas with minimum effort

Develop first prototypes –Minimum Viable Products – of your ideas with minimum effort

Become an expert of your Design Challenge by thorough research,interviews and observation

Become an expert of your Design Challenge by thorough research,interviews and observation

Brainstorm about solutions and develop ideas solving your initial Design Challenge

Brainstorm about solutions and develop ideas solving your initial Design Challenge

Test your prototypes at a really early stage and start developing them by considering customer feedback

Test your prototypes at a really early stage and start developing them by considering customer feedback

Within six iterative steps the Design Thinking method helps to develop and test innovative ideas

Under-stand Observe

Define position

Developideas

Proto-typing

Testing

Integration of customers feedback in parallel


Innovative products: The human-centered approach of Design Thinking allows to better meet the customer needs, which makes products better from the customer’s point of view

Lower failure rates: The risk of failure of innovation projects can be reduced because the iterative approach in combination with the principle of prototyping allows to test ideas early on and adjust the direction of a project accordingly

Faster results: By making ideas tangible and testing them constantly the direction of a project becomes clear relatively fast

Foster creativity: Design Thinking methodology as a whole helps a organization to become more creative and innovative in the way it operates

Improving communication: The need finding and testing elements of the Design Thinking process facilitate an extended exchange of information with customers

Benefits gained through Design Thinking


Strategically embedding design thinking in a company enables fresh and agile decision-making throughout the whole organization

Source: Roland Berger

Design Thinking Today

Strategic Design Thinking

> Strategically integrating design thinking activities throughout the organization

> Redesigning business model

> Initiating the cultural change

> Creating new mindset and new way of working (agile organization)

> Rolling out learnings in an aggregated way

> Proved as highly successful creative method

> Gain in customer centricity

> Applied to develop ideas, products and services

> Conduct of workshop-basedactivities

> Limited on single organizational units


Consider two different tasks:

1. Design the next car

2. Design the best way from A to B

Starting point: The customer!


Try it – most likely

it will work


Let us discuss whether we can translate the principles of strategic design thinking to YOUR work:

Strategic ambition

Entrepreneurial culture

New competences

Agileprocesses

Inspiring environments

Deframing/ reframing

Consumer insights

Full immersion

Idea generation

& prototyping

Extra-polation

> Openness

> Empathy

> Collaboration

> Little hierarchy

> Risk-taking

> "Fun-tastic"

> Cross-functional mix

> Entrepreneur

> Designer

> Data analysis

> Scouting

> Iterations

> Lean decisions

> Prototyping

> Interdisciplinary

> Sprints

> Self-organized

> Dedicated & creative spaces

> Access to equipment and many partners

> Situational set-up


Dr. Steffen Gackstatter

Partner

Contact

Roland Berger GmbHLöffelstraße 46 | 70597 Stuttgart | Germany

Phone +49 160 744 7337

[email protected]

Quelle: Roland Berger

Mehr unter: www.rolandberger.de/serviceexcellence

design thinking on every level - vde südbayern · 20171115 vde dt v2.pptx 6 innovative products:...

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