Kristin Johnson 1

Design Thinking Simplified

Kristin Johnson 2

What is an idea?

i·de·a (-d)n. 1. Something, such as a thought or conception, that potentially or actually exists in the mind as a product of mental activity.

Kristin Johnson 3

What is an opportunity?

op·por·tu·ni·ty (pr-tn-t, -ty-)n. pl. op·por·tu·ni·ties 1. A favorable or advantageous circumstance or combination of circumstances.

Kristin Johnson 4

How businesses decide what to do next: Goal-driven

182 units

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98 81

Today Yesterday Tomorrow

How can we increase profits by x amount?

Kristin Johnson 5

How businesses decide what to do next: Goal-driven

182 units

718/yr

321 217 254,198

1,742

3.14 3,458

324.75

.13 43

4

47

472

5

785 6,751

614,565

60,741

6

47 72

7.9

878/mo

829/471 872 84,147

98 81

Today Yesterday Tomorrow

+

* y

How can we increase profits by x amount?

Kristin Johnson 6

Business Thinking

Pro’s: • There’s a reliable and repeatable process. • Results are predictable. Con’s: • Questions are abstract and not actionable. • Possibilities are limited to the practiced, and results will be incremental.

Decisions and plans are made based on logic and historical precedent.

Kristin Johnson 7

How Creatives Decide What to do Next: Gut-driven

182 units

718/yr

321 217 254,198

1,742

3.14 3,458

324.75

.13 43

4

47

472

5

785 6,751

614,565

60,741

6

47 72

7.9

878/mo

829/471 872 84,147

98 81

Today Yesterday Tomorrow

Wouldn’t it be cool if…?

Kristin Johnson 8

How Creatives Decide What to do Next: Gut-driven

182 units

718/yr

321 217 254,198

1,742

3.14 3,458

324.75

.13 43

4

47

472

5

785 6,751

614,565

60,741

6

47 72

7.9

878/mo

829/471 872 84,147

98 81

Today Yesterday Tomorrow

?

Wouldn’t it be cool if…?

Kristin Johnson 9

Creative Thinking

Pro’s: • The sky is the limit, lots of potential for disruptive innovation. • Questions are specific and actionable Con’s: • Unreliable process with unpredictable results.

Creative leaps are based on intuition and abductive thinking.

Kristin Johnson 10

How design thinking provides actionable, reliable opportunities

182 units

718/yr

321 217 254,198

1,742

3.14 3,458

324.75

.13 43

4

47

472

5

785 6,751

614,565

60,741

6

47 72

7.9

878/mo

829/471 872 84,147

98 81

Today Yesterday Tomorrow

How can we

• Questions are actionable • Informed leaps are based on real potential • Results are disruptive, and reliable

Kristin Johnson 11

How design thinking provides actionable, reliable opportunities

182 units

718/yr

321 217 254,198

1,742

3.14 3,458

324.75

.13 43

4

47

472

5

785 6,751

614,565

60,741

6

47 72

7.9

878/mo

829/471 872 84,147

98 81

Today Yesterday Tomorrow

How can we

• Questions are actionable • Informed leaps are based on real potential • Results are disruptive, and reliable

Kristin Johnson 12

Design Thinking

Pro’s: • Informed leaps are based on real potential • Questions are actionable • Reliable process • Predictable results

A proven, repeatable process that produces reliable results Real, meaningful, and sometimes disruptive, innovation

Kristin Johnson 13

How design thinking provides actionable, reliable opportunities

How can we deliver x functional benefit while

serving y emotional need?

Alignment Learning Analysis Envisioning Deploy

Understanding Business Goals & Constraints to help frame useful learning Where are they today? Who is current customer? What is current offering? What are current capabilities? What does brand stand for? How do they make money? Where do they want to go? What levers are most flexible?

Activities to understand the status quo and the ideal state Customer Perspective How is the status quo working for them? What do they care about? Business Landscape What are others doing? Where are gaps?

Making sense of learning to identify the best opportunity and create an actionable question. Include functional and emotional needs What are the criteria of a good solution?

Ideate and bring to life solutions that solve for needs and criteria. Further develop ideas by making them more real. Make more believable and compelling by bringing them to life

It’s all about asking the right question *

Design Thinking Process, as practiced by Continuum