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Cherubim Mawuli Amenyedor
Design Thinking Ghana – Kumasi Hive Meetup
Look and say!
Why Design-Thinking?
‘’At heart, it is about fusing the creative and open-ended with the analytical and operational, combining very different ways of thinking and acting.’’ – (Source: Fastcodesign.com)
Design is driving today’s approach to problem solving
4
http://www.designdriveninnovation.com/book.html
Design-Thinking is Human-Centred
Design-Thinking is collaborative
Design-Thinking is experiential
http://www.businessweek.com/articles/2014-03-20/intuit-how-design-drove-its-turnaround
“It wasn’t until we created a series of coaches, called the Innovation Catalysts, that design became a part of our DNA”
Kaaren Hanson, Vice President for design innovation
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Design thinking• User centered • Systems perspective • Creativity
Design Thinking User centered
What are her needs? What are their needs? What are her aspirations? What are the needs of the system?
What does she aspire to in life?An
alyti
cal
Design Thinking is T-Shaped Thinking
Empathy, Intuition, Experimentation
Point of View (POV) – defines the requirements of the solution
“[USER] needs something [NEED] that does X, Y and Z so that the user can achieve/realize the dream of …. [INSIGHT from empathy]”
USER + NEED + INSIGHT
How do we use design thinking to extract her aspirations
Design thinking• User centered
What does she aspire to in life?
Anal
ytica
l
• Depth interviews• Diary studies • Observational shadowing • Analogous thinking• Controlled experiments
Questionnaire surveysFocus groups
Design Thinking tools for research Empathy, Intuition, Experimentation
How do we use design thinking to extract her aspirations ?Design thinking
• User centered
What does she aspire to in life?
• 2x2 matrices• Empathy maps• Process or journey maps• Mind or relational maps• Venn diagrams• Personas• Analogies/metaphors • Many others
Design Thinking tools for analysis Empathy, intuition, experimentation
How do we use design thinking to extract her aspirations?Design thinking
• User centered
Design thinking• Systems perspective
Notes
- Re(framing) problems
- Identify the right stakeholders to focus on
Bullseye of user problem experience
Helicopter view
Spy plane view
BeforeAfter
Design thinking• Systems perspective
2
1
Bullseye of user problem experience
Helicopter view
Spy plane view
BeforeAfter
Design thinking• Systems perspective
Tools• 2x2 matrices• Process or journey maps• Mind or relational maps• Venn diagrams• Analogies/metaphors
Design thinking• Creativity
Use 4 straight lines to connect the dots without lifting the pen
Tools• 2x2 matrices• Empathy maps
• Process or journey maps
• Mind or relational maps• Venn diagrams
• Personas• Analogies/metaphors
What is the Design Thinking Process?
Problem POV Solution
The design thinking process
Research Analyze PrototypeIdeate
Solution
POVProblem
The design thinking process
3 success stories
What are the aspirational needs of a
Chinese mother?
Aspirations Engineering: What are the aspirational needs of a Chinese mother?
Aspirations Engineering: What are the aspirational needs of a Chinese mother?
What are the aspirational needs of a
Chinese mother?
From globalization to glocalization to EM-made for EM market
• As of 2011, P&G Pampers were the number one diaper brand in China (Continuum, 2012).
• Also, P&G’s 2011 annual report credited this project for the increase in the size of the China diaper market from $200m in 2000 to $2.8bn in 2011 (P&G, 2011).
Results?
Aspirations Engineering: What are the aspirational needs of a Chinese mother?
Uniloo‘Well, yes, sometimes in the middle of the night there’s an emergency, and I dump the bucket outside my home in the gutter.’
POV: People needed a toilet facility that was close enough, clean and easy to use so that they can realize the dream of being able to go whenever.
2013 Clean Team had 330 Ideo.org-designed Uniloo toilets in operation on a rental service model—waste is picked up three times a week and delivered to a treatment facility—and they were hoping to scale that to 10,000 by the end of 2014
Busines Model Canvas
21DoD21 day adventure
tour across selected
communities using Design Thinking to
address local challenges.
Exposing public sector user behaviour
inefficiencies
Solving Accra’s Flooding & drainage
challenges
Militarizing Ghana’s
Agriculture Value chain
Design Thinking GhanaProjects
Cities2016ProgramDesign Thinking Workshop
Baobab Summit:MasterCard Foundation Scholars Fellowship
Design Thinking Workshop
Keynote Session Day 2
Design SwarmTeam Challenge
Image Credits: Behance.com, Getty images, proximitydesigns.org
Any questions?