Design Thinking for Non-Profits

An introduction to design thinking prepared for the Community Service Public Relations Council of St. Louis. Presented on November 8, 2016.

Transcript

1. Nathan Lucy CSPRC Design Thinking 2016-11-08 FUTURA MEDIUM 36 == 1024 x 768
2. DESIGN THINKING Nathan Lucy @_nathanlucy nathan@xworx.co sites.wustl.edu/designthinking nathanlucy.com xworx.co
3. SELECT CLIENTS SERVICES Facilitation Training Coaching Business Strategy Marketing Strategy Project Management Ethnography Competitive Analysis Branding Web Design Video Storytelling UX Design
4. Photo Credit: Paige Roche
6. DMI DESIGN VALUE INDEX Source: Design Management Institute
8. THE NEED an evidence-based methodology for focused creativity
9. It is not just what it looks like and feels like. Design is how it works. – Steve Jobs DESIGN IS…
10. EVERYTHING* IS DESIGNED. *outside of nature
11. WHAT DESIGNED THING HAVE YOU USED TODAY?
12. DESIGN HAS CONSEQUENCES. It can make our lives better.
17. WHAT’S A DESIGN THAT ANNOYS YOU?
19. is a creative, collaborative methodology for solving problems.
 It’s deeply rooted in empathy for people, hence, “human-centered design.”
 It’s evidence-based. DESIGN THINKING
20. DISCOVER DEFINE DESIGN DELIVER Methodology
21. DISCOVER DEFINE DESIGN DELIVER It works.
22. PROBLEMS Lack of inspiration Expertise Broken brainstorming Risk Words and bits
23. LACK OF INSPIRATION
25. MILLENIAL SAVVY
26. Wikipedia
27. PNC
28. PAYOFF 14,000 new checking accounts in first 2 months Deposit growth compensated for lost fee revenues. Tom & David Kelley, Creative Confidence, p. 88
30. HOW WOULD YOU CHARACTERIZE PNC’S MINDSET?
31. MINDSET Inside out
32. MINDSET Outside in Inside out vs.
33. VALUE CO-CREATION Every constituent interaction is a value exchange. What do your different existing constituents get out of interacting with your organization? Value is subjective. How can you find out what your constituents value about the experiences they have with your organization?
34. DISCOVER DEFINE DESIGN DELIVER Discover Research inspires creativity with empathy: What are people really experiencing? What do people value, and why? What are their pain points? What do experts say? What data do we have?
35. RESEARCH: INTERVIEWS Conversations with constituents Open-ended Depth over breadth Good for finding out why Assume a beginner’s mind
36. RESEARCH: JOURNEY MAPPING
37. DONOR-CENTERED FUNDRAISING Donor-Centered Fundraising fulfills a donor’s three essential requirements: • receiving prompt and meaningful acknowledgement whenever a gift is made; • having the gift assigned to a specific program, project or initiative more narrow in scope than the mission of the not-for- profit; • receiving a report, in measurable terms, on what was accomplished with the last gift before being asked for another. Penelope Burk cygresearch.com
38. WORDS AND BITS
41. Your head is for having ideas, not holding them. – David Allen
44. EXPERTISE
45. DISCOVER DEFINE DESIGN DELIVER Define Drawing insights from discovery Identifying opportunities Setting objectives for design Reframing the original problem
46. REFRAME turning the problem right side up
47. HYPOTHERMIA is the leading cause of death among the million newborns who die every year.
48. INCUBATORS cost $20,000 apiece.
49. “LET’S DESIGN A LOW- COST INCUBATOR!” said the Stanford d.school design team.
52. “No matter how inexpensive or well-designed the incubator, life- and-death battles were being fought in the mother’s home, not the hospital.” Tom and David Kelley, Creative Confidence, p. 69 INSIGHT
53. “How might we create a baby- warming device that helps parents in remote villages give their dying infants a chance 
 to survive?” REFRAMED PROBLEM – The Embrace Team Tom and David Kelley, Creative Confidence, p. 69
58. PRODUCT → SERVICE $299 → 10% of claim high volume → low volume remote work → on location →
59. We used to think… Now we believe… Therefore, we will… A REFRAMING TEMPLATE
60. We used to think our business was about DVD delivery. Now we believe it’s about accessible entertainment— anytime, anywhere. Therefore, we will deliver a best-in-class in/out-home entertainment experience.
61. DISCOVER DEFINE DESIGN DELIVER Design Generating new ideas Forming hypotheses Testing ideas with prototypes Iteration and refinement
62. BROKEN BRAINSTORMING
63. “The way to get good ideas is to get lots of ideas, and throw the bad ones away.” Linus Pauling Nobel Laureate, Chemistry (1954) Nobel Laureate, Peace (1962)
66. RISK
67. ITERATE and turn up the feedback.
70. Prototype The Idea: A service that matches social entrepreneurs with corporate sponsors. Video: We brought our service to life with a simple video prototype.
72. DISCOVER DEFINE DESIGN DELIVER Deliver Make it a reality.
73. ORGANIZATIONS & MEETUP GROUPS Service Design Network (SDN) St. Louis AIGA St. Louis IDSA St. Louis St. Louis Product Managers Group Venture Cafe CLASS Design Thinking (U44 BUS 290) Human-Centered Approaches to Making the World Spring 2017 Thursdays 6:30 – 8:45 PM https://sites.wustl.edu/designthinking/
74. THANK YOU! Nathan Lucy @_nathanlucy nathan@xworx.co sites.wustl.edu/designthinking nathanlucy.com xworx.co