Innovation Through Design: Thinking An approach to invent exciting products and identify possible futures

7 out of 10 people recalled the last time they saw a product they just had to have, it was because of the design of the product. Sometimes, good design goes unnoticed. Fix problems, don’t hide them. Companies that view design as just making products look slick are missing the point. The design process can be used to tackle a whole range of creative and business problems. DESIGN THINKING is a process for practical, creative resolution of problems or issues that looks for an improved future result. Design thinking is a process to manage innovations. It’s a creative process based on the building up of ideas. People who design products are experts cursed by their knowledge, and they can’t imagine what it’s like to be as ignorant as the rest of us.

Innovation Through

Design Thinking

An approach to invent exciting products, identify

possible futures, and solve wicked problems

Sean Rankin

Manager, User Experience Group

Duck Creek Technologies

DESIGN IS

EVERYWHERE

“ 7 out of 10 people recalled the last time they saw a product

they just had to have, it was because of the design of the product

Kelton Research

Bad design gets noticed

Sometimes, good design goes unoticed.*

* Most of the time

Fix problems, don’t hide them

Companies that view design as just making products look slick are missing the point

The design process can be used

to tackle a whole range of

creative and business problems

DESIGN THINKING

is a process for practical, creative resolution of problems or issues that looks for an improved future result

DESIGN

THINKING

CONCEPTS

Design thinking is a process

to manage innovations

It’s a creative process based

on the building up of ideas

DESIGN VS

MANUFACTUER

Innovation drives differentiation.

It’s about people, not just requirements

Just because you can, it

doesn't mean you should

Embrace constraints

Use viability, feasibility, and desirability to guide design

Design thinking is simply a problem solving tool

Notice its not "designer" thinking

THE PRODUCT

DESIGN

LIFECYCLE

People adapt

ELEMENTS OF

DESIGN

THINKING

It all starts with empathy

“ People who design products are experts cursed by their

knowledge , and they can’t imagine what it’s like to be as ignorant as the rest of us

Chip Heath, Author

Made To Stick

Go out and observe

Don’t just ask people what they want

Divergent to convergent

thinking by brainstorming

Brainstorming Guidelines

Defer judgment

Build on the ideas of others

Encourage wild ideas

Go for quantity

Be visual

Stay focused

One conversation

Think with your hands

Think visually to get everybody on the same page

Prototype Fast Iterate

Collaborate & co-create

People from different backgrounds bring fresh perspectives

CREATING AN

INNOVATION

CULTURE

PURPOSE

WHAT IS OUR

PURPOSE?

CHALLENGE

ENCOURAGE

EXPLORATION

“ As our business grows, it becomes increasingly necessary to

delegate responsibility and to encourage men and women to exercise their initiative This requires considerable tolerance Those men and women, to whom we delegate authority and responsibility,

if they are good people, are going to want to do their jobs in their own way

Mistakes will be made But if a person is essentially right, the mistakes he or she makes are not as serious in the long run as the mistakes management will make if it undertakes to tell those in authority exactly how they must do their jobs

Management that is destructively critical when mistakes are made kills initiative And it's essential that we have many people with initiative if we are to continue to grow

William L McKnight, 1948

Introducing design thinking

to product development

More collaboration with product management

Study our in-house customers to gain empathy

Formalize ideation as a step in the methodology

Teach people how to brainstorm effectively

Give them the right tools to be creative

Teach them how to use those tools

Allow them to use those tools to collaborate

Design thinking is a way

to spark innovation