What is Design Thinking

Presented by Michael Melnick | @UpStart | January 19, 2016

and how can it change your life?

TheSelfieStick

What do these innovations

have incommon?

Creating value by design

Tesla - Turning a disruptive technology into a desirable one

Airbnb - Making hospitality more hospitable

TED - Making science popular and accessible

The Selfie Stick - Improving self-documentation

Design’s Proven ROI

DMIDESIGN-CENTRIC INDEX

The study trackeddesign-led companies in the US market over 10years and revealed a significant financialadvantage in stock value.

What is Design?

Design is not just what it looks like or feels like.Design is how it works.

Steve Jobs

A B

A BDesign = Change

Design as a process

Intent ActionDESIGN

Design is the signal of human intent(The first Selfie in history)

So, what’s your problem?

You cannot predict what the end result will be.

The New Challenge:

What isDesign Thinking?

We cannot solve our problems using the same thinking we used when we created them.

- Albert Einstein

Problem solving based on a systematic, human-centric, multidisciplinary process that generates value through creative and analytical thinking.

The Design Thinking Methodology

Design Thinking (Google Search: About 5,080,000 results)

Innovation is not Magic, it can be designed,it can be taught.

Technology(Feasibility)

Business(Viability)

HumanValues

(Desirability)

Innovation Design

Design Thinking is not about solving design problems, it is about solving business problems with the design process.

The Design Thinking Process

EMPATHIZE

DEFINE

PROTOTYPE

EXAMINE

OBSERVE

IDEATE

HUMAN INSIGHT

ITERATIVE PROCESS

● Human-centric: placing the user at the center of the experience● Re-Framing Problems by asking the right questions

● Integrative thinking in multiple perspectives to solve problems

● Culture and context - an ethnographic approach

● “Hands on approach” - learn by doing - putting ideas to work - fast

● Fearless attitude towards change and playful creativity

Design Thinking Principles

1. Human Centric Focus

2. Reframing: Asking better questions

“We need to find a way to keep incubators working when power goes out”

“How can we keep our newborn babies warm?”

2. Reframing: Asking better questions

3. The different types of thinking

Analytical

Left Brain

Strategic

Logical

Factual

Reasons

Reliability

Intuitive

Right Brain

Creative

Emotional

Imaginative

Opportunities

Validity

3. Integrative Thinking

4. Culture and Context

4. Ethnography

5. Hands on = Fail Fast

“Tote”?

Have you ever heard of

“Tote”

5. Hands on = Fail Fast

“Tote”

The best way of learning about anything is by doing.

- Richard Branson

6. Fearless approach

How Can This Help?

Translating a human need or a desire into a business solution.

Be RelevantBe AuthenticBe Adaptive

How can we motivate people to lead a healthier lifestyle?

Cases of problems solved using design thinking at IDC

FITBUDDY

Most people find it very difficult to commit to a steady fitness routine and spend a lot of money on gym memberships that go unused. This app utilizes social networking to empower groups of people to workout together, set group goals and harness positive social ‘pressure’ for leading a healthier lifestyle.

How can we design technology that makes us feel safer?

STREETSAFE

Research shows that women are scared to walk alone in the streets, particularly at night. This team developed a mobile app that acts as a ‘virtual companion’ with features that enable simulating conversations to deter strangers, fast access to crowded places, and contact help.

Cases of problems solved using design thinking at IDC

How can we use design thinking to solve Tel Aviv’s parking issue?

PARKOR

Research shows that most people find the parking signage system in Tel Aviv to be confusing. ParkOr is a systematic solution using LED connected light systems built in the pavement. The team designed a solution that solves driver confusion, saves valuable time and money and make the city smarter.

Cases of problems solved using design thinking at IDC

About me

● BA Behavioral Science (Ben Gurion University, Be’er Sheva)

● BFA Visual Communication (Vital Center of Design, Tel Aviv)

● MA Design Management (Pratt Institute, New York)

● Co-Founder & Creative Dir. at TalkWise, Brand strategy, Design and Software

● Director of Design Thinking at OPEN / Global and Startup Clients

● Co-Founder at OPEN San Francisco

● Teaching Design Management at Bezalel Graduate School of Design

● Teaching Design Thinking at IDC since 2011

● Co-Founder at The Good Chocolate

Michael Melnick

Thank you!

Find out more:

● Twitter: @mikimel

● Facebook.com/designthinkingIsrael

● YouTube: Michael Melnick / Design Thinking (Playlist)