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Masanori Kado

April 06, 2019

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  1. WHAT IS DESIGN THINKING? 3 Source: https://designthinking.ideo.com/ “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, CEO OF IDEO
  2. START WITH USER NEEDS 4 Desirable [needs of people] Feasible

    [technology] Viable [business success] Source: IDEO’s Human Centered Design Toolkit Start here

    asked people what they wanted, they would have said faster horses.” —Henry Ford A lot of people cite the preceding quote and declare it hopeless to talk to customers. But hidden in this quote is [snip] asking for something faster than their existing alternative, which happened to be horses. Source: Ash Maurya “Running Lean” O’Reilly Media cf. Henry Ford, Innovation, and That “Faster Horse” Quote https://hbr.org/2011/08/henry-ford-never-said-the-fast
  4. FIND THE REAL PROBLEMS 6 “Engineers and businesspeople are trained

    to solve problems. Designers are trained to discover the real problems. ” —DON NORMAN Source: Don Norman “The Design of Everyday Things”
  5. Case Study 1: Airbnb 7 Source: TED: How Airbnb designs

    for trust
  6. Case Study 1: Airbnb • The team interviewed customers and

    took a closer look at their listings. • They realized that their listings all had a common problem: the photos were unappealing or nonexistent. • Run a quick experiment where they flew themselves to the homes of various Airbnb hosts to take more professional-looking, high-resolution photos. • After posting the improved photos, the team saw that their weekly revenue immediately doubled. 8 Source: What Is Design Thinking? by Jennifer Mailhot; Julie Stanford; Mia Silverman; Ellen Siminoff Published by O'Reilly Media, Inc., 2017
  7. Case Study 1: Airbnb 9 Source: ”Photography UX to Increase

    Sales" - Airbnb - Joe Zadeh [COMMERCISM 2014] https://www.youtube.com/watch?v=i8Hif7GOgWQ
  8. Case Study 2: IDEO 10 Source: TED: Design is in

    the details https://www.ted.com/talks/paul_bennett_finds_design_in_the_details
  9. Case Study 2: IDEO 11 Source: TED: Design is in

    the details https://www.ted.com/talks/paul_bennett_finds_design_in_the_details
  10. Case Study 3: GE Adventure MRI 12 Source: Transforming healthcare

    for children and their families: Doug Dietz at TEDxSanJoseCA 2012
  11. Case Study 3: GE Adventure MRI 14 “DO YOU REALLY

  12. CREATIVE “PROCESS” MATTERS 15 “the creative process itself is unique

    and also is a universal process that applies to all kinds of creative activity [snip] If you are being creative, if you are looking at and solving problems in a creative fashion, you are using a similar process in all cases. ” —JOHN E. ARNOLD Source: Arnold, J. E. (1956). Problem solving—A creative approach (National Defense University, Publication No. L57-20). Washington, DC: Industrial College of the Armed Forces. https://en.wikipedia.org/wiki/John_E._Arnold
  13. COMMON POINTS • Problem Space & Solution Space • Find

    a problem worth solving • Then find a innovative solution • Diverge Phase & Converge Phase • Welcome opportunities & Make decisions • Iterative and Incremental (Not Linear) Cycle • In short: Design by “Trial and Error” • Best applied in situations in which the problem, or opportunity, is not well defined (a.k.a. “Wicked Problem”). 17 ∞
  14. CREATIVE MINDSET • Mastering the process is not a goal,

    following and practicing process shall impact your mindset in favor of creativity is more important. • Four “HART” principles by Christoph Meinel and Larry Leifer • 1. Human rule. — All design is social in nature. • 2. Ambiguity rule. — Preserve ambiguity. • 3. Redesign rule. — All design is redesign. • 4. Tangibility rule. — Make ideas tangible to facilitate communication. 32
  15. DESIGN THINKING IN TODAY’S WORLD • 1. What are innovative

    products/services that you use on a daily? • 2. What do you think about the design process how it's made? • 3. If you were asked to design that, what do you think is the most important factor to apply? 35 5 min individually + 10 min as team
  16. DEBRIEF • What are some questions you have around the

    Design Thinking process and mindset? 38
  17. TEAM BUILDING • Make a 4-6 people team and introduce

    yourself. • Decide your team name. • Create a team's channel on Slack. (#team-XXX) • Create a team member list with team's name. • Post a photo of the list to the today’s realtime channel. • Go for lunch as a team. (Lunch Break: 12:15 - 13:20) 41