Design Thinking for Social Innovation at IE
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Transcript of Design Thinking for Social Innovation at IE
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Social Innovation at IE
Design Thinking
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Design Thinking for Social Innova4on
1. Introduction
2. Design Challenge & Empathy. Tool 1: Empathy maps
3. Define. Tool 2: Personas
4. Ideate. Tool 3: Diverge (brainstorming) & converge (selection)
5. Wrap-Up
Empathy Define Ideate Prototype Test
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How might we provide drinkable water to low income rural communi4es?
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How might we provide non-‐financial services to our microfinance users?
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How might we provide premature baby incuba4on solu4ons to the BoP?
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o Higher Price - transportation
Beyond anecdotes…
Credit: Flickr user MeanestIndian (used under CC license)
Base of the Pyramid as a Market
Item Dharavi Warden Road Premium
Credit (annual interest) 600 – 1,000% 12 – 18% 53X
Water (per cubic meter) $1.12 $0,03 37
Phone call (minute) $0.04 - $0.05 $0.025 1.8
Diarrhea medication $20.00 $2.00 10
Rice (per kg) $0.28 $0.24 1.2
Source, Prahalad, CK, The Fortune at the Bottom of the Pyramid (p.36)
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Base of the Pyramid as a Market
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Theore4cal Pareto Efficiency Fron4er
(Given technology, c.p.)
Income at the
Top of the Pyramid
Inefficient Equilibrium curve Due to Market Failure
Income at the
BoMom of the Pyramid
0
New Efficiency Fron4er Technological Improvement
NGO
Social enterprise addressing
Market Failure
Social enterprise promo4ng
Technological improvement
Social Entrepreneurs pushing the fron4er
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Income at the
Top of the Pyramid
Income at the
BoMom of the Pyramid
0
Redistribu4on of Value (NGO)
Crea4on of Value (Enterprise)
Social Entrepreneurs pushing the fron4er
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The path we’re about to walk
Blurry beginning Traditional design process
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The path we’re about to walk
Explore
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What are we going to need to walk this path?
• Different Processes That incorporate both users and crea4ve tools and skills
• Different Tools Observa4ons, mind maps, personas
• Different Skills Divergence, judgment delays, Convergence
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Customer Driven Innova4on
• Mul4disciplinary Teams
• Dedicated Spaces • Finite Timeframes
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Design Thinking Process
Empathy
Define
Ideate Prototype
Test
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Converge vs. Diverge
Focus
Flare
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Converge vs. Diverge
Focus
Flare
Empathy Define Ideate Prototype Test
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Human Values (Desirability)
Business (Viability)
Technology (Feasibility)
The three lenses of human centered design
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Evolu4onary Revolu4onary
Incremental Evolu4onary
New Offerings
Exis4ng Offerings
Exis4ng Users
New Users
Not all innova4ons change the world
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Evolu4onary Revolu4onary
Incremental Evolu4onary
New Offerings
Exis4ng Offerings
Exis4ng Users
New Users
Not all innova4ons change the world
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What next?
1. Introduction
2. Design Challenge & Empathy. Tool 1: Empathy maps
3. Define. Tool 2: Personas
4. Ideate. Tool 3: Diverge (brainstorming) & converge (selection)
5. Wrap-Up
Empathy Define Ideate Prototype Test
Focus
Flare
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Iden4fy a Design Challenge
Start the design challenge with an ac4on verb such as “Create”, “Define”, “Adapt”, etc. Or phrase the challenge as a ques4on star4ng with: “How can...?”
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Iden4fy a Design Challenge
• How might we empower youth to become cri4cal thinkers and designers of their own future?
• How might we inspire young people to cul4vate their crea4ve confidence?
• How might we increase social impact while enhancing our value proposi4on?
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Iden4fy a Design Challenge
• Recognize exis4ng knowledge • Iden4fy people to speak with • Who is your end user?
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Empathy is when you feel what the other person is feeling. When you can mirror their expressions, their opinions, their hopes.
What is empathy?
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How designers approach empathy?
• Without judgment
• With a beginner’s eyes
• Curious • Op4mis4c
• Respec_ul
Expose. Observe. Engage
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Let’s Prac4ce
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Let’s Prac4ce a bit more
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Understand the WHOLE experience
Use Empathy Maps
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Empathy: Ac4ve listening Interviews/Story telling
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How might we design the ideal wallet?
The challenge for this exercise
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Interviewing with Empathy
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Quotes & defining words Thoughts & Beliefs
Ac4ons & Behaviors Feelings & Emo4ons
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Empathy: Debrief
What is the most relevant learning you gained from the empathy exercise?
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What next?
1. Introduction
2. Design Challenge & Empathy. Tool 1: Empathy maps
3. Define. Tool 2: Personas
4. Ideate. Tool 3: Diverge (brainstorming) & converge (selection)
5. Wrap-Up
Empathy Define Ideate Prototype Test
Focus Flare
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Reframe the point of view
• A unique, concise reframing of the problem that is grounded in user needs & insights
• Understand the experience • Iden4fy user, reveal the needs, ar4culate insights
• Reframe the problem into a new point of view
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Why should I define a user?
Because usually something that tries to work for everyone doesn´t works very well for anyone.
Because if you don´t know who you are designing for, you won’t know what characteris4cs are fundamentally necessary and what are merely a secondary benefit.
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Focus on the user, his/her needs and insights.
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What user will you design for?
Things you need to write to create a persona
• Name
• Age
• Gender
• Marital Status
• Kids
• Hobbies
• Draw their face
• Work/Study
• Likes/Dislikes
• Service context
• Quotes
• Personality traits
• Goals
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User/ Persona: An example
Typical user of our supermarket
Name: Emma
Last Name: Peterson
Age: 75
Profession: Stay home mom Marital Status: Widow Children: 2 daughters, 1 son and 5 grand children Hobbies: …
Personality traits: … Product/Service context: … Goals in life: …
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Focus on the user, his/her needs and the insights
User Need Insight
Why?
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Let’s see an example. Meet Ms. Peterson …
“Ms. Emma Peterson” is being interviewed by a designer trying to gather informa4on to design a beMer customer experience for a supermarket.
Designer: Ms. Peterson, could you tell me a liMle bit about yourself?
Ms. Peterson: My name is Emma Peterson, I’m 75 years old, I was married for 35 years but my husband passed away two years ago. I have three children who are grown ups now and I have 5 grand children.
Designer: What do you come to this supermarket for?
Ms. Peterson: I come to buy food and cleaning products.
User/Persona
Need
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Let’s see an example. Meet Ms. Peterson…
Designer: Could you describe the last 4me you came?
Ms. Peterson: Sure. It was just yesterday. I woke up in the morning and I realized that although I had a lot of food in the fridge I didn’t have freshly baked bread which I buy daily. I came down from my home, which is right around the corner from here, got my bread and returned home.
Designer: Why don’t you buy frozen bread that you can bake at home? Wouldn’t that be more convenient?
Ms Peterson: I guess so… But then I’d have nothing to do in the mornings. Coming to the supermarket is a reason to go out, get some fresh air.
Insight
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Challenge User/Persona
Need (verb, acKon)
Superficial reason Insight
How might we increase customer loyalty to a supermarket?
A 75 year old widow with 2 daughters, 1 son and 5 grandchildren
Needs to buy food and cleaning products
To have freshly baked bread every day
Because she doesn’t have much to do and she enjoys having one reason to go out from her house every single day
To keep her family well fed when they come to visit her
Because she wants to feel that she is s4ll important to her family.
To get first hand informa4on from the shop assistant about the products
??????
Insights for Ms. Peterson
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Iden4fy areas of opportunity
How might we… Build a customer experience that will make Ms. Peterson feel that she is s4ll ac4ve?
Build a customer experience that will make Ms. Peterson feel that she is s4ll important to her family …?
Build a customer experience that will …?
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What next?
1. Introduction
2. Design Challenge & Empathy. Tool 1: Empathy maps
3. Define. Tool 2: Personas
4. Ideate. Tool 3: Diverge (brainstorming) & converge (selection)
5. Wrap-Up
Empathy Define Ideate Prototype Test
Focus Flare
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Idea4on Goals
• Making sense of data
• Iden4fying paMerns • Defining opportuni4es • Crea4ng solu4ons
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7 Brainstorming Principles
• Defer Judgment • Encourage wild ideas
• Build on the ideas of others • Stay focused on topic
• Be visual • One conversa4on at a 4me
• Go for quan4ty
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Stay focused and go for Quantity!
Idea4on: Brainstorming exercise 1
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Vote using selec4on criteria
“Most likely to succeed”! Place two votes on the ideas that you think most effectively address the challenge"
“Most likely to delight”! Place two votes on the ideas that would delight customers the most"
“Most breakthrough/Innovative”!
Place two votes on the ideas that are most innovative"
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What next?
1. Introduction
2. Design Challenge & Empathy. Tool 1: Empathy maps
3. Define. Tool 2: Personas
4. Ideate. Tool 3: Diverge (brainstorming) & converge (selection)
5. Wrap-Up
Empathy Define Ideate Prototype Test
Focus Flare
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Fail early & omen
$ Cost of an error
Project timeline Launch
Prototype, fail and learn early and cheap
Too late to fail
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A prototype will make your ideas real
What does it look like?
How does it work?
How does it feel like?
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Prototype Forms
• Models
• Storyboards • Role-‐Play • Diagrams / Mindmaps
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A few examples Prototype Finished Product/Service
Elmo’s iPhone Application
Kitchen
Nurses at Keiser Permanente Hospitals
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It’s never easy You might need many pilots, tests and itera4ons before you come
up with the product that fascinates your costumers.
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Where can you learn more?
• IE Business School • IDEO.com
• dschool.stanford.edu • rotmandesignworks.ca
• The Hub • The art of innova4on, Tom Kelley • Change by design, Tim Brown
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Iden4fy a Design Challenge
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Iden4fy a Design Challenge
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Iden4fy a Design Challenge
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“The most interesting part I see in competition is that it gives people a feeling that they are valued and have
meaning, that they are as capable, as gifted and as talented as anybody else…”
Paul Kagame, President of Rwanda
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