design thinking for business innovation Florence rigneau

design thinking

Creativitythinkingthinkingapplied to business context

Florence rigneau 2013

How to be innovative in business in uncertainty?

Try to think and work like a designer!

With a process of innovation With a process of innovation

open and collaborative

Be prepared to unexpected learning

and discovery


… a mystery?

What’s your problem?

or a puzzle?


The problem « puzzle type »

• The environment is known and stable

• The future is predictable

• We can agree on the problem definition and

the solutionthe solution

• We’ve got reliable data to analyse

Then, use classic problem solving approaches


The problem « mystery type »

• The problem human centered

• Many unknowns. Past data doesn’t help.

• High level of uncertainty• High level of uncertainty

• No clear sources of analogous data

Design thinking approach


Design thinking process

Empathize Ideation

Define

Test

Prototype



EMPATHY

Who are your users?

EmpathizeEmpathize

What are user’sexperiences with the product or services?


DEFINE


What do we want to improve?

DefineWhat really mattersto the user?


IDEATION


Ideas generation

Ideation

How to … ?

Ideation


PROTOTYPE


Create physically the solutions

Prototype



TEST

What works?

Get the user involved

Test


Design thinking process

Empathize Ideation

Define

Test

Prototype

Iterative and non-linearprocess


Thinking modes

engineer business designer

reasoning deductive inductive

knowledge analysis experienceknowledge analysis experience

process planning doing

decision logic emotional insights-experience


Source: Jeanne Liedtka


Why?


Ready for a mindset and culture change?

• Contact: Florence Rigneau

• [email protected]

• Florence Rigneau

• http://www.flickr.com/photos/florencerigneau/


Merci aux étudiants de l’ESC Dijon de la Semaine de

l’Entreprenariat 2014


Business

design thinking for business innovation Florence rigneau