what is design thinking? - session 3

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WHAT IS DESIGN THINKING? SESSION 3 (out of 10)

INTRODUCTION TO DESIGN THINKING

This session is part of a 10-weeks course given to master students of the SOLVAY BRUSSELS SCHOOL OF ECONOMICS AND MANAGEMENT by professor Olivier WITMEUR.

Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR 2

•  Are opportunities found or made?

•  How to foster your creativity?

QUESTIONS AGENDA RESOURCES •  Introduction to Design

thinking

•  Your entrepreneurial journey

•  Design Thinking (HBR)

Desired Outcomes of the Session

Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR

DESIGN THINKING

#1


Design Thinking

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“ Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match p e o p l e ’s n e e d s w i t h w h a t i s technologically feasible and what a viable business strategy can convert into customer value and market opportunity. ”

- Tim Brown (Ideo)


ABC Nightline - IDEO Shopping Cart

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Questions

•  What are the main steps in the IDEO process?

•  What resources do you need to make Design Thinking successful?

http://www.youtube.com/watch?v=M66ZU2PCIcM (8:12)


Think and act like a designer

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See also lean startup session


Identify a Design Challenge

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Start with a problem to solve … not a predefined solution. Examples:

–  How can we raise kids' awareness of the benefits of fresh food so they can make better choices?

–  What global challenge do you think innovation leaders should work to solve right now?

–  How might we increase the availability of affordable learning tools & services for students in the developing world?

Be precise about the audience / market.


Looking for a challenge and ways to find a solution

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How? •  Leave the school / the office

•  Search inspiration from around the world

•  Be empathic

•  Observe… just watch!

Toolbox •  Never stop asking open questions and challenge the status quo

•  Ask questions with the same innocence as a child.

+ 5 Why...

+ What if...

+ Why not...

+ How else can we do this...

+ How can we improve this...


Empathy map

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Ideation

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Ideation

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Creativity / Brainstorming Basic Rules

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Defer judgment

Build on the ideas of others

Encourage wild ideas

Go for quantity

Be visual

Stay focused on the topic

One conversation at a time

The boss speaks first

Everybody gets a turn

Experts only please

Do it off-site

No silly stuff

Write down everything


The Marshmallow Challenge

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(6:52) http://www.ted.com/talks/view/lang/en//id/837


Low fidelity prototyping: examples

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Prototyping: Build and Learn

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Design a Value Proposition

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* Source: http://www.businessmodelalchemist.com/2012/01

EMPATHY MAP

OBSERVE DESIGN

WHY? WHAT?

VALUE PROPOSITION CUSTOMER SEGMENT


A real passion for entrepreneurship education and entrepreneurs.

•  Student entrepreneurs: 2x

•  Full time entrepreneur: once, in a team of 5

•  Coach: 500+ projects over the last 20 years

•  (Advisory) Board member in multiple new ventures

•  Policy making: 2x

•  Director of Solvay Entrepreneurs

•  PhD in entrepreneurship in 2008

•  … never as an investor

My wife (as Colombo), no kids, one dog (Vicky).

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Olivier Witmeur (Belgian, 46)


Solvay entrepreneurs is the entrepreneurship center of the Université Libre de Bruxelles. We support entrepreneurs through the development of their venture, from an idea to a successful and sustainable business.

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Solvay Entrepreneurs


Let’s keep in touch!

20 2014%©%Olivier%Witmeur

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