Hello design thinking ebook 2018

HELLO:

DESIGN THINKING A storybook by SeriouslyCreative
 to help you shift business as usual thinking to design driven, entrepreneurially fueled, innovation producing thinking and doing.

Hello: Design Thinking

1

What Why How

2

DIVE IN!

just isn’t enough In an very complex world where the pace of change is set to light speed, competition is global, technological shifts make today’s competitive advantage obsolete in an instant and where one person can challenge the dominance of a whole industry, you bet business as usual is not enough.

Today’s business can no longer sit back and wait for gradual evolution of the marketplace. They can simply try and extract more efficiency from their current business model. The age of incremental change is over. It is the age of innovation where any organization that wants to thrive (or even just survive) must be willing to take the leap into the murky waters of innovation, create new value through creativity and imagination and create industry disrupting revolution.

We call these organization Innovation by Design Enterprises and the people who run them Idea Engineers. We want you to be one too.

design thinking

Design Thinking A iterative, human centric approach to solving complex problems that delivers innovation.

How Apple, Virgin, P&G stay ahead of the pack. (when the prescribed answers no longer work)

WHY USE DT? smoother working integrated approach collaboration dialogue throughout

All of us are smarter than any of us and you just can’t do it alone.

Then

single function solutions

It used to be that to solve a problem we could simply pull together an expert or two, give them some time, maybe some coffee and by applying their deep knowledge of what had been done before and accomplished by others - they could arrive at the appropriate solution. Yes, challenges were complex but they were isolated to specific functions. Marketing challenges were delt with by marketers. Finance by CPAs. etc, etc, etc.

Those days are over. Today’s challenge are more often more complex, more fast moving and need new solutions rather than old applications. And it means that the sole expert can’t bring you the answer - at least not by themselves.

This is the new world of multidisciplinary teams with diverse thinking styles that work together much like a movie production crew experts and technicians from various and diverse areas come together for a period of time to create something new. Less department focus, less bureaucratic walls, more great work done.

This is a good thing. The flip side means that in our complex and light-speed world of business we can create the solutions by sourcing the ideas from a cross section of people in our organization. Read on and we’ll explain.

Now

solutions created by multidisciplinary teams

emotional innovation

key ingredients

Should we do this?

VIABILITY (business)

Do they want this? process innovation

DESIRABILITY (human values)

Can we do this?

FEASABILITY (technology)

SWEET SPOT

needs and drivers lead to bolder ideas and solutions

Meaningful, value adding, differentiated & defendable opportunity functional innovation

the design iceberg What you see graphic, interior, product

How designers think investigating problems developing ideas testing and trying launching solutions

empathy

get in your customer’s shoes

observation interaction 360 research direct immersion

GET AS FRUSTRATED AS THEM

human centric

from

making people want things

to

making things people want

Logic, Imaginative, How analysis, adaptable, designers procedural creative think (business normal) (business as unusual)

divergent & convergent

then… Create Choices

Make Choices

Our Approach

IDEAengineering™ 4 phases. 8 focuses. Dozens of tools. The process of disciplined imagination.

Investigate what is…

Understanding needs, customer perspective. Bring the outside in.

Design what if…

Apply creativity, brainstorm ideas, identify opportunities.

Experiment what wows…

Prototype to learn, test with customers, evaluate solutions.

Activate what works…

Create action plans, measure results, accelerate action.

IDEA Engineering™ allows for innovation to be managed, directed and produced when needed. It is not a linear process like so much of what business are used to; but it does have rules, direction and best practices that make it practical and repeatable. It harnesses the inherent tensions that ignite innovation balancing iteration with direction, divergence and convergence, abstract and concrete, learning and creating, analysis and creativity. This tension is what makes innovation fuzzy and sometimes intimidating but also what makes it a powerful agent of change.

Our framework is a theoretical understanding but a tested approach that builds upon the shoulders of great thinkers in how imagination is applied. We have learned from the best of foundation processes in innovation like OsbornParnes CPS, PDCA, AcceleratedInnovation,ThinkX and Design Thinking to produce a framework that is memorable, practical and proven in the field.

IDEAengineering 4 Disciplines. 6 focuses. The process of disciplined imagination through collaboration.

Design Ideas

Test with People

Accelerate Action

3 5

1

2 4

Understand the Problem

Reframe the Challenge

Prototype to Learn

6

DESIGN mindsets

Iterate Throughout Process

Suspend Judgement

Show & Tell Stories

Prototype to Learn

Bias Towards Action

Be Radically Collaborative

Be Human Centric

Let’s dive in!

What is the difference between redesigning an

Experience or a Service?

SERVICE advice or assistance a business gives its customers (during)

EXPERIENCE the total journey of a customer’s interactions with a brand (before + during + after)

14

“If you always think, like you always thought…you’ll always get what you always got.”

15

welcome to

engineering

Date:

Your Name:

The method to the madness.

we’re going to be here a while If I only had one hour to solve a problem I would spend 55 minutes understanding it first. Once understood the solution would easily be created in the last 5 minutes.

Investigate (understand the problem) empathy map

journey mapping deep dive interviews observations direct immersion

journey mapping

touch point

a specific moment of contact between customer and the business or organization. specifically used when using journey maps.

key moments of story 1

3

2

4

5

6

7

9

8

10

unpack

term used for action of discussing all outcomes or discoveries made during an investigation or research.

Journey Map

Map out your experience. Think of different moments, events or interactions. Place events high on the table if they are positive, or low under the central line if they were “not so great�. Make sure that you see the difference between events and that you recognize how good or bad they felt according to where they were placed.

Before

During

After

+

8

2

4

5

3

7

1

6 -

Wish Statement:

turning pits I wish ____________________________________ into peaks (What is frustrating or disappointing this person and needs to be changed?) - PAIN

so that ______________________________?

(What does this person seek to satisfy?) - GAIN

This is an IDEAengineering(TM( worksheet created by SeriouslyCreative to support genius thinkers and corporate disrupters of all kinds.

engineering

Investigate (reframe the challenge) personas

wish statement business challenge questions

Picking a Theme

what is going on with new students? ✓INFLUENCE ✓IMPORTANT/ IMPACT ✓INNOVATION

I wish I did not waste so much time and paper so I could be more productive at work.

INVESTIGATE •understand the problem •service vs. experiences •power of stories and moments •finding themes •symptoms vs. problems •reframe the challenge / wish statement

The method to the madness.

Design Ideas

scamper leapfrog cue words visual cues rolestorming moonshot

Yes, Yes, but… and…

BRAINSTORMING RULES “An idea is salvation by imagination.” - Frank Lloyd Wright

develop ideas a mess of possibilities

Post-it Note 101 one idea per note headline (not paragraphs) add visuals

Let’s Ideate!

scamper

simplify combine amplify eliminate

1. Leapfrog: Look at ideas of other’s and find ways to get inspiration or add on to.

2. Cue words/visuals: Find words or visuals to be inspiration and get you thinking bolder 3. Role storming: Come up with ideas as if you were someone different (Steve Jobs, Madonna, your customer etc.)

Cluster Ideas organize into similar themes A B C D

3 I’s - Converge (Prioritizing Tool) 1.It is IMPORTANT 2.We have INFLUENCE 3.With a little INNOVATION we could improve things

Dotmocracy: Use stickers to vote and make decisions on ideas.

A

B

C

D

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side A - summary side B - draw it

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1

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sdffkjas; df

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2

sdffkjas ;df

1. pitch 2. place in order of preference 3. pick your top idea

DESIGN •no judgement (you or them) •yes and (vs. yes but…)

•quantity vs. quality •build on the ideas of others •divergent tools in brainstorming •look for patterns and cluster •democratize feedback and discussions •convergent tool (influence, impact, innovation)

The method to the madness.

Experiment (prototype to learn)

wireframe/draw

3D modeling role playing

making ideas concrete

EXPERIMENT •make ideas concrete: trying things out in a physical and cheap way •fail fast, fail cheap •ideas are never ready the first time •storytelling is good for planning

The method to the madness.

Activate (test with people)

Pitch/Present your Idea Storytelling

assumption

something that you assume to be true. this is something that would need to be clarified, verified or validated before moving forward.

Activate (accelerate action)

Game Plan Sprints

ACTION A “The value

of an idea

lies in the u

Concept T

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itle :

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sprint

recommended method: SCRUM recommended platform: TRELLO

term used in agile methodology for project management to refer to a time-boxed effort during which you commit to deliver some part or phase of a project. regularly 1-2 weeks, but no more than 100 days.

SCRUM method: for project management Suggested app: Trello

Fail Fast. Fail Cheap.

ACTIVATE •validate concepts •break projects or phase them out •plan in milestones (not to do’s) •plan, do, check, act •do not fall in love with ideas

�

The definition of madness is to keep doing the same things and expect different results. — Albert Einstein

Our Why We believe in the power & willingness of people to work together, think beyond and create products and services that drive sustainable growth bringing value to the world.

Tel. 787-283-6077 hello@seriouslycreative.com seriouslycreative.com