Design Thinking by Operational Excellence Consulting

Views:
 
     
 

Presentation Description

In today's increasing complexity of modern technology and modern business, the customer experience is as important as meeting product and service quality requirements. To help meet these challenges, an approach known as "Design Thinking" is playing a greater role in finding meaningful pathways - it is increasingly common in Lean Six Sigma processes and in organizational innovation initiatives. Design thinking is a human-centered, iterative problem-solving process of discovery, ideation, and experimentation that employs various design-based techniques to gain insight and yield innovative solutions for virtually any type of organizational or business challenge. In this training guide, you will learn how to solve problems by building empathy through ethnographic research, generating ideas, prototyping and testing new concepts before final implementation.​ LEARNING OBJECTIVES 1. Acquire a deep understanding of the Design Thinking principles, process and tools 2. Apply the Design Thinking methodology and tools to generate breakthrough ideas and co-create an improved customer experience journey 3. Improve personal effectiveness by becoming a more empathetic service provider ​ CONTENTS 1. Key Concepts & Principles of Design Thinking 2. 5 Action Phases of Design Thinking 3. Design Thinking Mindsets, Tools & Templates To download this presentation, visit http://www.oeconsulting.com.sg

Comments

By: ledesmaaudiologicalc (9 month(s) ago)

helpful

By: ICTHOST (9 month(s) ago)

good

By: babyswingcenter (10 month(s) ago)

good

By: babaakram (10 month(s) ago)

authorSTREAM RSS Feeds

By: jagadeesh93 (10 month(s) ago)

nice

Presentation Transcript

Slide1:

Empathize Define Ideate Prototype Test

Learning Objectives:

Learning Objectives Acquire a deep understanding of the Design Thinking principles, process and tools Apply the Design Thinking methodology and tools to generate breakthrough ideas and co-create an improved customer experience journey Improve personal effectiveness by becoming a more empathetic service provider Copyrights of all the pictures used in this presentation are held by their respective owners.

Contents:

Contents Key Concepts & Principles of Design Thinking 5 Action Phases of Design Thinking Design Thinking Mindsets, Tools & Templates NOTE: This is a PARTIAL PREVIEW . To download the complete presentation, please visit: http:// www.oeconsulting.com.sg

Problems, Problems Everywhere…:

Problems, Problems Everywhere… Problems that… A re poorly defined Lack information to define a solution Has strong impact on human needs Has changing context / situation

“Design thinking” is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” - Tim Brown, IDEO :

“Design thinking” is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” - Tim Brown, IDEO

What is Design Thinking?:

What is Design Thinking? Design thinking is a human-centered approach to problem solving Helps us to get a deep understanding of customers’ unmet needs and wants It encourages creative consideration of a wide array of innovative solutions It is as much a mindset as a process

Design Thinking Combines Creative & Analytical Thinking:

Design Thinking Combines Creative & Analytical Thinking Left Brain Analytical Rational Objective Present & Past Facts Order/pattern Planned Right Brain Creative Holistic Subjective Present & Future Feelings Spatial S pontaneous

What Makes Design Thinking a Unique Way of Thinking?:

What Makes Design Thinking a Unique Way of Thinking? Using both sides of the brain to solve problems Switching at will between rational and intuitive approach Iterating between analysis and creation Deal with ill-defined problems Target to improve user’s experience

Design Thinking Uses Both Deductive & Abductive Approaches To Solve Problems:

Design Thinking Uses Both Deductive & Abductive Approaches To Solve Problems Yesterday Tomorrow Experiences Patterns Stories Observations Imagination Possibilities Stories U ncertainty Today

Characteristics of Design Thinking:

Characteristics of Design Thinking Anyone can use design thinking It can be applied to all processes and industries It involves methods that enable empathy with people It takes a balanced approach to defining the problem as actively as finding the solution It ideates and explores solutions It is collaborative and involves iterative prototyping The model can be used to solve many different types of business problems

What Design Thinking IS NOT:

What Design Thinking IS NOT Only for the “creative” people or product designers A narrow equation to aesthetics and craft Just a brainstorming session A “one-day” process where problems can be solved in 24 hours A process to replace analytical problem solving A silver bullet for all types of problems

Benefits of Design Thinking:

Benefits of Design Thinking Complements other problem solving techniques Helps organizations to become more innovative To solve human problems To increase customer satisfaction To gain competitive advantage

What Is Unique About Design Thinking?:

What Is Unique About Design Thinking?

“Design must reflect the practical and aesthetic in business but above all… good design must primarily serve people.” - Thomas J Watson:

“Design must reflect the practical and aesthetic in business but above all… good design must primarily serve people.” - Thomas J Watson

Design Principles for Solutions:

Design Principles for Solutions Experience Innovation Emotional Innovation Brands Relationships Marketing People (desirability) Business (viability) Technology (feasibility) Design Thinking Functional Innovation Process Innovation

What Type of Problems Can Design Thinking Be Applied?:

What Type of Problems Can Design Thinking Be Applied? Commuter Trains Scheduling Inventory management Application Common Issues Typical Solutions Overcrowding Breakdowns Inventory costs Matching demand with capacity Equipment reliability Inventory optimization Source: Operational Excellence Consulting Research Banking Online transactions Queue management Loans application Enforcement of terms and conditions Waiting time Loans approval process “Serving is selling” Service types Fast track processing for low-risk loans Public Housing Home ownership Housing subsidies Waiting time Affordability Quality Availability of apartments Productivity and quality improvement

“Design is not what it looks like. Design is how it works.” - Steve Jobs:

“Design is not what it looks like. Design is how it works.” - Steve Jobs

The Design Thinking Process Consists of 5 Action Phases:

The Design Thinking Process Consists of 5 Action Phases Empathize Define Ideate Prototype Test Learn about the audience for whom you are designing, by observation and interview. Who is my user? What matters to this person? Create a point of view that is based on user needs and insights. What are their needs? Brainstorm and come up with as many creative solutions as possible. Wild ideas encouraged! Build a representation of one or more of your ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft! Share your prototyped idea with your original user for feedback. What worked? What didn’t?

Characteristics of the Design Action Plan:

Characteristics of the Design Action Plan It is not just a brainstorming session or a “one-day” process It is an iterative process It contains phases of both divergent and convergent thinking It requires everyone to collaborate and go through the process together There are deliverables at every phase

5. There Are Deliverables At Every Phase:

5. There Are Deliverables At Every Phase DESCRIPTION DELIVERABLES To understand your customers / users To define clear project / business objectives To explore ideas and solutions To build and visualize ideas and solutions T o review and decide Empathize Define Ideate Prototype Test Personas Empathy map List of user feedback Problems identified Design brief Stakeholder map Context map Customer journeys Opportunity map Ideas / concepts Sketches Prioritization map Affinity map Idea evaluation Physical prototypes Wireframes Storyboards List of user feedback Observation Evaluation map Proposed refinement

Summary of the 5 Design Action Phases:

Summary of the 5 Design Action Phases Phase Activities Tools to use Deliverables Empathize User interview Informal chats Observation Shadowing Mystery shopping Picture-taking Immersion Interview checklist Observation checklist Writing tools Flipcharts and paper Camera Personas Empathy map List of user feedback Problems identified Define Workshops Shareholder meetings Drawing and writing tools Post-its Flipchart / Whiteboard User feedback (from Empathize) Design brief Stakeholder map Context map Customer journeys Opportunity map Ideate Ideation activities Brainstorming Workshops Mindmaps Sketching/drawing Drawing and writing tools Post-its Flipchart / Whiteboard Personas (from Empathize) Design brief (from Define) Brainstorming tools Ideas / concepts Sketches Prioritization map Affinity map Idea evaluation

Empathize:

Empathize Objective: To understand the experience, situation and emotion of the user for whom you are designing Observe users and their behavior in the context of their lives Engage with people in conversations and interviews. Ask why. Watch and listen : ask someone to complete a task and tell you what they are doing Empathize Define Ideate Prototype Test

“If I had asked people what they wanted, they would have said faster horses.” - Henry Ford:

“If I had asked people what they wanted, they would have said faster horses. ” - Henry Ford

Empathize:

Empathize Empathize Define Ideate Prototype Test Activities Tools to use Deliverables User interview Informal chats Observation Shadowing Mystery shopping Picture-taking Immersion Interview checklist Observation checklist Writing tools Flipcharts and paper Camera Personas Empathy map List of user feedback Problems identified

Activity: Empathize:

Activity: Empathize Time: 14 mins Design a WALLET that is useful and meaningful for your partner. 1 What questions would you ask your partner? Write it down. 2 Take down notes of your partner’s response. Remember to observe, listen and empathize what he/she says.

Examples of Prototypes :

Examples of Prototypes Watch & Smartphone Electronic Clock

5 Thinking Mindsets:

5 Thinking Mindsets All 5 mindsets are required for the whole design process to run The 5 mindsets of design thinking are: Think Users First Ask the Right Questions Believe You can Draw Commit to Explore Prototype to Test Without the proper mindsets, the action plan is just a theory

Summary of the 5 Thinking Mindsets:

Summary of the 5 Thinking Mindsets Mindsets: Need to cultivate: Traits to follow: Trait to avoid: 1. Think Users First Ability to understand and put user’s needs above every thing else when designing Step into the shoes of your customers Have empathy on users and stakeholders Think that you know best about your customer and putting business needs first 2. Ask the Right Questions Ability to ask the questions to uncover deep lying issues of the project Like to challenge the status quo rebelliously Able to ask the right questions, even to your superiors Follow your management’s decision and conform to red tapes 3. Believe You Can Draw Ability to believe and be confident in drawing and facilitating your ideas to your audience Draw and sketch instead of typing an email Like to collaborate in multi-disciplinary meetings instead of working in silo Afraid of people criticizing your drawing 4. Commit to Ideate Ability to commit in always exploring and searching for innovative ideas to solve a problem Look at the big picture and work holistically Generate many new ideas and not afraid to share Thinking that one solution is enough 5. Prototype to Test Ability to work on creating tangible ideas to test with users by prototyping Find and reiterate alternatives to approach your desired goals Willing to fail early and often Launch a solution without prototyping and testing

Slide29:

Example of EMPATHY MAP Pain Gain Think & Feel Say & Do Hear See Thinks fast food outlet near the school is unhealthy Understand that fast food is the leading cause of obesity Many children goes to the outlet to buy fast food Complains to the school management Concern that her child will be influenced Nothing to gain ILLUSTRATIVE Concerned Parent Customer A parent’s concern about fast food

Slide30:

Example of CUSTOMER JOURNEY ILLUSTRATIVE Customer Actions Activity Phase Touchpoints Thoughts Emotions Backend Processes Look at café surroundings Entrance / Posters Am I entering the right place? Walk around the cafe Café space Can I find seats? Queue at the counter to be served Counter / Price display How much does it costs? Payment process Seated at the table Seat Ah… Clearing the tables Wait at the counter Counter How long do I have to wait? Brew the coffee + - Enter Starbucks Find Seat Buy Coffee Wait for Coffee Drink Coffee

Slide31:

Example of AFFINITY MAP Support Tools Motivations Way of Assessment Way of Learning Random Post-Its of ideas Categorize and group the ideas ILLUSTRATIVE Reward-based Flexible Timing Gamification iPads Peer Coaching Project-based Competency instead of Test On the Job Learning Testimonies from Successful Leaders Wikipedia Focus on Teamwork Wikipedia iPads Flexible Timing Gamification Testimonies from Successful Leaders Peer Coaching Project-based On the Job Learning Reward-based Competency instead of Test Focus on Teamwork Ideas to Facilitate C lassroom Learning

Activity: Group Discussion:

Activity: Group Discussion How did engaging and testing the prototype with the real person change the direction that the prototype took? What was it like showing unfinished work to another human being? How did the pace – the quick iterative cycle – feel relative to how you normally work? If you have to do it over again, what step(s) would you want to improve? What is one thing (e.g. step or tool) that you want to try tomorrow?

About Operational Excellence Consulting:

About Operational Excellence Consulting

About Operational Excellence Consulting:

About Operational Excellence Consulting Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. The firm’s mission is to create business value for organizations through innovative operational excellence management training and consulting solutions. OEC takes a unique “beyond the tools” approach to enable clients develop internal capabilities and cultural transformation to achieve sustainable world-class excellence and competitive advantage. For more information, please visit www.oeconsulting.com.sg

END OF PREVIEW To download this presentation, please visit: www.oeconsulting.com.sg:

END OF PREVIEW To download this presentation, please visit: www.oeconsulting.com.sg

authorStream Live Help