V1 16.09.2016
DESIGN THINKING
FUNDAMENTALS This Issuu publication is a personal examination of the fundamentals of design thinking and the models presented are the copyright of the author. It is made available in the interests of dissemination and constructive development of design thinking for 21st century challenges under a Creative Commons 4.0 license. Mark Dyson 16.09.2016
Innovation Architect
Mark Dyson Ph.d
design learning thinking doing mdy.dk
mardyso@gmail.com
DESIGN THINKING FUNDAMENTALS UNDERSTANDINGS
THINK
DESCRIPTIVE MODELS
WHY? WHAT?
in 6 ‘SPRINTS’
HOW? DO LEARN © MARK DYSON MDY.DK
Design Thinking
SPRINT
THINK ‘food for thought’
image credit Eddi van W.
© MARK DYSON MDY.DK
Google searches for “design”:
Google searches for “design thinking”:
© MARK DYSON MDY.DK
COPY & PASTE CULTURE
© MARK DYSON MDY.DK
? C 1 2 © MARK DYSON MDY.DK
from hierarchy…
PLAN HOW?
INTANGIBLES ‘capacity to discover together’
UNKNOWNS
DISCOVER WHAT? … to network © MARK DYSON MDY.DK
CULTURE
discovering together
ORG
© MARK DYSON MDY.DK
20C INDUSTRY CULTURE ‘IMPROVEMENT’ PARADIGM
INDIVIDUAL
PROCESS
UNDERSTANDING ACTION © MARK DYSON MDY.DK
Design Thinking SPRINT 2
WHY? image credit Eddi van W.
© MARK DYSON MDY.DK
INDUSTRIAL CULTURE
NO LOCAL INSIGHT NO OWNERSHIP
CHALLENGES LIMITED INTELLIGENCE AND ENGAGEMENT
KNOWING
DOING
PERCEPTION OF PURPOSE IS LTD!!!
© MARK DYSON MDY.DK
D
O
IN Creative, complex G problem setting & solving LE Critical thinking &Sreflection S Creativity & co-creation W IT Collaborative intelligence H Value Seeking M Customer-user-service transformation O R Validation by prototyping E 12
DESIGN CULTURE
LE SS
H IT
RE
W
lean agile six sigma problem solving reduction of waste
O M G
O
IN
INDUSTRIAL CULTURE D
20C 21C
© MARK DYSON MDY.DK
LESS CERTAINTY RESISTANCE CONFUSION
DESIGN
MORE OWNERSHIP ENGAGEMENT INTELLIGENCE CREATIVITY
CULTURE © MARK DYSON MDY.DK
21C
DESIGN CULTURE
discovering together
‘DISCOVER’ PARADIGM
INDIVIDUAL
PROCESS
UNDERSTANDING ACTION © MARK DYSON MDY.DK
21C CAPACITY
systematic creativity co-collaboration co-creation
ownership, common language, adaptive/insight capacity, creative problem solving
SKILLS © MARK DYSON MDY.DK
Design Thinking SPRINT 3
WHAT? image credit Eddi van W.
© MARK DYSON MDY.DK
ISSUE we all are all wired differently…
image credit Patrice Hercay
© MARK DYSON MDY.DK
‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣
CONFLICTS & ISSUES CLOUDED VISION UNCERTAIN REQUIREMENTS UNCLEAR OBJECTIVES INFORMATION OVERLOAD CONFUSING SITUATIONS LANGUAGE DIFFICULT TO UNDERSTAND CULTURAL IDENTITY REQUIRED
INDUSTRY-BASED MINDSETS & PROCESSES ARE NOT GOING TO HACK IT …
© MARK DYSON MDY.DK
DESIGN THINKING when we all have different wiring, preconceived ideas and concepts… © MARK DYSON MDY.DK
PROCESS 21 CULTURE
PROBLEM SETTING KNOWLEDGE SYNERGY QUALITY
FLOW
DISCOVER COLLABORATIVE INTELLIGENCE
DOING LESS WITH MORE …
TEAMS
© MARK DYSON MDY.DK
Design Thinking Understand
Challenges
OBSERVATION
Abductive Thinking DATA
THEORY
PROCESS
Solutions
by adaptive/agile capacity
Problem > Solution
DISCOVER
Business Thinking
© MARK DYSON MDY.DK
DESIGN
LEARN PROBLEM SETTING KNOWLEDGE SYNERGY
NURTURING A CULTURE OF ‘DISCOVERY’
FLOW
DISCOVER COLLABORATIVE INTELLIGENCE
DOING LESS WITH MORE …
TEAMS
© MARK DYSON MDY.DK
‘The real voyage if discovery consists not in seeking new landscapes but in having new eyes’
image credit Steve Lodefink
Marcel Proust
© MARK DYSON MDY.DK
DESIGN CULTURE
NEED
PROVIDING
SEEING
OWNERSHIP
CREATION INTELLIGENCE & ENGAGEMENT
BY CO-IDEATION
© MARK DYSON MDY.DK
INTANGIBLES, CHALLENGES & UNCERTAINTIES
INSIGHT OWNERSHIP
DISCOVERY IDEATION
INTELLIGENCE & ENGAGEMENT © MARK DYSON MDY.DK
THERE IS NO ONE ANSWER TRANSFORMATION
in Design Thinking their is RELATIONSHIP MANAGING as well as GOAL SEEKING
© MARK DYSON MDY.DK
THERE IS NO ONE DESTINATION
CHANGE
PROTOTYPE
EXPERIENCE © MARK DYSON MDY.DK
THERE IS NO ONE FOCUS
image credit Steve Lodefink
© MARK DYSON MDY.DK
DESIGN THINKING IS ABOUT USING & LEARNING CREATIVE (=DESIGN) SKILLS TO BRING ABOUT TRANSFORMATION 60 © MARK DYSON MDY.DK
WE HAVE A CHALLENGE WE DO NOT (YET) KNOW VALUE THERE IS NO ONE ANSWER WE USE CREATIVE & ANALYTICAL SKILLS WE ALL POSSESS THEM
Design Thinking SPRINT 4
HOW? image credit Eddi van W.
© MARK DYSON MDY.DK
DESIGN THINKING as design-based inquiry Obser
vation
Values
IDEAS TRANSFORMATION
Insights 1
© MARK DYSON MDY.DK
TRANSFORMATION BY:
WE DO NOT (YET) KNOW
‘PERCEIVING REALITY’
KNOWN
UNKNOWN EVEN
TS AN
RESEARCH INQUIRY DISCIPLINE SKILL APPRECIATION JUDGEMENT
D IDE
AS
© MARK DYSON MDY.DK
INQUIRY
exploring the situation
EXPLORE t
THINK
producing an approach that will improve the situation
© MARK DYSON MDY.DK
there is no one answer to DESIGN THINKING ! Design Thinking is a process AND a mindset
you define the extent of both © MARK DYSON MDY.DK
DESIGN THINKING is about more uncertainty but also exploring more opportunity
© MARK DYSON MDY.DK
DESIGN IS ABOUT TRANSFORMATION – CHANGING TRANSFORMING CONDITIONS INTO MORE DESIRABLE ONES
DESIGN THINKING IS ABOUT TRANSFORMATION in KNOWLEDGE USING TEAM SKILLS NEEDED TO TRANSFORM CHALLENGES INTO VIABLE SOLUTIONS 1
© MARK DYSON MDY.DK
‘If you want new results, you have to expand what you are capable of doing, the situations you can do things in, and the people you can work with’
Alan Burnett model theexplorationhabit.com Unfamiliar people and situations
Doing familiar things, with familiar people, in familiar situations
Unfamiliar capabilities
1
© MARK DYSON MDY.DK
Design Thinking SPRINT 5
DO image credit Eddi van W.
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
INQUIRY chaos & uncertainty
certainty
TRANSFORMATION uncoded environment search for:
coded environment understanding meaning © MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
WORLD UNDERSTANDING APPRECIATING
PARADIGM
PROCESS © MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
INQUIRY
UNFRAMED CHALLENGES UNDERSTANDINGS
DESIGNING SOLUTIONS
FRAMED CHALLENGES
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
WE HAVE A DESIRE WE DO NOT (YET) KNOW THERE IS NO ONE ANSWER USING CERTAIN SKILLS
SOLUTION
CHALLENGE
DESIGN
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
UNFRAMED CHALLENGES CHALLENGE SETTING PROBLEM-FRAMING
complex situations that cannot be ‘solved’ – only improved ‘asking stupid questions’
Move through a creative process, shifting gear from divergent to convergent thinking KEYWORD: FRAMING © MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
FRAMED CHALLENGES PROBLEM-SOLVING
Anchored in a deep understanding of the rational, emotional and physical needs and wants, combining logic and dialogue KEYWORD: DIALOGUE
DESIGN THINKING FUNDAMENTALS
DIVERGENCE
INQUIRY
UNDERSTANDINGS
TEAM-BASED ACTIVITIES
SOLUTIONS CONVERGENCE KEYWORD: BALANCE © MARK DYSON MDY.DK
Design Thinking SPRINT 6
LEARN image credit Eddi van W.
© MARK DYSON MDY.DK
LEARNING
DESIGN THINKING FUNDAMENTALS
methodological clarity systematic creative learning up front innovation capacity co-creation adventure
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
WHAT IS A STANDARD DESIGN THINKING CYCLE?
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
INQUIRY
LEARNING
UNDERSTANDINGS
SOLUTIONS © MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
experience reflection
conceptualisation
application
DRIVES
THINKING
LEARNING
Discover Define Deliver
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
LEARNING IDEAS
TRANSFORMATION >>>>>
IDEAS
IDEAS IDEAS
EXPERIENCE VALUE MEANING UNDERSTANDING SENSE PATTERN BEHAVIOUR BENEFIT BY IDEAS © MARK DYSON MDY.DK
transformation
IDEAS testing
UNDERSTANDINGS SOLUTIONS ideation
reflection
LEARNING CYCLES
DESIGN THINKING FUNDAMENTALS
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
DIVERGENT Actions
CONVERGENT Actions
MAKE CHOICES
PROCESS
CREATE CHOICES
© MARK DYSON MDY.DK
LEARNING
IDEA, INSIGHT, UNDERSTANDING
SOLUTIONS
DESIGN INQUIRY
DESIGN THINKING FUNDAMENTALS
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
information Obser
vation
tools people
Ideas Goals Insights
Principles Concepts
knowledge
IDEAS
Decisions
TRANSFORMATION
Values
INQUIRY
BY SKILLS & MINDSET
information © MARK DYSON MDY.DK
MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
JOURNEY MAPPING
PROBLEM SETTING ASSUMPTION TESTING
INQUIRY
UNDERSTANDINGS
RAPID PROTOTYPING
SOLUTIONS CO-CREATION
IDEATION TOOLS
MIND-MAPPING
BY TOOLS-BASED CO-SKILLS
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
THERE IS NO STANDARD DESIGN THINKING CYCLE, PROCESS, OR MINDSET
© MARK DYSON MDY.DK
DESIGN THINKING FUNDAMENTALS
CREATIVE PROBLEM SOLVING
APPRECIATIVE DOING
APPRECIATIVE INQUIRY
CREATIVE LEARNING
ACTIONEERING
Felt need, identification of problem(s)
Appreciating—valuing "the best of what is"
Developing insight "the best of what CAN BE"
Analysis of Causes
Envisioning what might be
Envisioning BECOMES
Analysis of possible solutions
Engaging in dialogue about what should be
Engaging in collaborative prototyping
Innovating what will be
Innovating process & learning product
Action Planning (treatment)
PROBLEM
SITUATION
MAKING ‘intangibles real’ by CO-IDEATION
IDEA TO ACTION
ANALYTICAL THINKING
© MARK DYSON MDY.DK
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
DESIGN THINKING
https://creativecommons.org/licenses/by-nc/4.0/
FUNDAMENTALS
Innovation Architect
Mark Dyson Ph.d
design learning thinking doing mdy.dk
mardyso@gmail.com