Introduction to Design Thinking for Business Students

Design Thinking & InnovationChanging how business works

01Hi! It’s great to meet you…

@glinskiii

@glinskiii. © Confidential and Proprietary.

/patrickglinski

02 So why are we talking about design

at a business school anyways?

Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.

Design thinking can get really academic really quickly…

I wouldn’t be much of a role model on the subject if I didn’t empathize with my audience…

There’s a reality of recruiting from a world class business school.

Whether you see it or not, you’re being recruited by firms in crisis.

The lenses that most established business use are like a jail…

The way businesses view themselves isn’t sustainable…

The way businesses view their customers is limiting…

The wants and desires of customers is changing…

The way the business works right now just isn’t sustainable...

The way the world views business isn’t sustainable...

change

… So why are we talking about design

at a business school anyways?

Insanity: Doing the same thing over and over and expecting different results

As business leaders, it’s our job to design businesses that work differently.

Design ≠ Art

Design ≠ Art InteriorsArchitectureWebsitesPaintingsVisuals

Lifestyle

We need to overcome the tunnel vision of the business world.

We need to infuse business with some new forms of thinking.

03 So what is Design Thinking anyways?

balanceThe need for proof is the death of innovation. But it’s a necessary evil.

Deductive reasoning is a top down approach to determining truths.

ObservationTheory ConfirmationHypothesis

RELIABLE

Inductive reasoning is a bottom up approach to predicting the future.

HypothesisObservation TheoryPattern

RELIABLE

Deductive and inductive logic are explorations of what is already known.

These analytical methods create “proof” that is reliable. The outcome is constant.

Deductive and inductive thinking ignore change and the future.

change

Abductive reasoning is about knowing without explicit proof.

Theory

Lateral idea

New stimuli New stimuli

Other industry

New Perspective

Theory Theory

World View

Other Info

It involves questioning why things are the way they are.

The goal is validity – getting to the right answer.

Unfortunately, the business world values consistency over validity.

“Prove it…”- corporate executive

Prepared for Sustainable Brands 2010. © Confidential and Proprietary.

If you want to make change happen, you need to take a systems approach to problems.

whiteboardWhat does the system of a community look like?

DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable results

Abduction, aiming for a holistic explanation and producing valid results

balanceThe need for proof is the death of innovation. But it’s a necessary evil.

frameInnovation requires the search for new insights.

“I never get to talk to my customers…”- corporate executive

“I have no ability to change corporations…”- typical

consumer

Inevitably, that creates a huge disconnection between belief and reality.

Traditional market research doesn’t support design thinking.

Standard research methods are business proof, not fertile ground.

Standard research methods yield reliable results, not valid ones.

Design researchContext labsHuman factors analysisEthnographyDigital forensics

Design thinking uses research as a tool for discovery.

Designers solve problems in terms of human needs.

They study how people interact with systems.

They learn what’s new and coming to inform their point of view.

They draw on visions of what the future will look like.

They understand the business, but omit constraints.

This is the research process in design thinking.

… Romantic notions, but I’m in business?

change

New needs plus new views on those needs creates new ideas.

Design research is the fuel for innovative thinking in business

whiteboardWhat happens at the intersection of your community and…

Gaming Layers Invisible Sustainability Missing moderates

Uses research to prove an idea is worth pursuing

Uses research to explore what is possible

frameInnovation requires the search for new insights.

toolkitInnovation requires new ways of presenting ideas.

Design is a visual language that helps communicate ideas.

Unfortunately we’re not really taught how to do it in business school…

urban ashram

coloring skin care

gift to the world

Each of these visuals bring us closer to innovation ideas.

Designers call upon a set of tools to bring ideas to life.

Designers use diagrams as a way to make sense of the world.

Designers use rapid prototyping as a way to quickly iterate on concepts.

Designers create flows to map out how the world works.

Designers use infographics to make sense of complex information.

Designers create stories to explain complex ideas.

Designers don’t believe that there is only one right answer.

Uh, I don’t draw…

change

Unfortunately, school and work make us forget how to create.

Everyone has the capacity to be creative, they just forget how.

Communicates verbally and through documentation

Draws, prototypes, & tells stories

whiteboardCommunicate one of your concepts using one of the design tools.

toolkitInnovation requires new ways of presenting ideas.

approachInnovation can be a systematic organizational process.

Innovation is more than just a line item to be checked off.

It can be a systematic process that changes organizational culture.

Communicates verbally and through documentation

Innovates in crisis

Draws, prototypes, & tells stories

Innovates systematically

approachInnovation can be a systematic organizational process.

04 That’s a lot to digest…

“Design thinking is a human-centered process that blends design sensibilities with business realities to support desirable change.”

- @glinskiii

Now stop caring about definitions. Don’t talk about it, do it.

change

Introduction to Design Thinking for Business Students

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