Design thinking Delivered to Ministry of Home Affairs, June 2012

Discovery Define the Problem

Ideate Solutions

Develop Prototype

Test/ Validate

First designed ar ticle?

1.7 million years ago

Design man made = designed

Design

$19000

3 Stages of Design

Aesthetic wrapping Emotional value Understanding needs & creating new value

tactical strategic aesthetic innovation

Surface level fundamental

Design is increasingly understood in a much wider sense as:

the human capacity to plan and produce

desired outcomes

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product

Westpac, Impulse Saver

Service

Westpac Impulse saver

product

Clocky the mobile alarm clock!

It’s Not Just For Products & Services THE DESIGN PROCESS CAN BE a powerful force for change

Ability To solve wicked problems

1.  How to get people to make healthy choices 2.  How to save more rather than spend 3.  How to harness the power of a community 4.  How to change eating habits 5.  How to make our roads safer 6.  How to encourage recycling

Rapid Rescue, a location-based app that allows people who face a medical emergency to use their iPhone to locate individuals near to them who are trained in first aid.

service

How to harness the power of a community?

Frederick the Great, King of Prussia

LAW: Declared potatoes a Royal vegetable

How to change eating habits?

How do you get motorists to obey speed limits?

signage

Don’t give people information, use emotion!

Tell people what speed they are travelling at

DESIGN IS ABLE TO ATTACK “WICKED PROBLEMS”

The design process puts Design Thinking into action.

It’s a structured approach to generating and developing ideas.

DESIGN THINKING IS A PROCESS

Discovery Define the Problem

Ideate Solutions

Develop Prototype

Test/ Validate

If you approached problems in the same way designers approach design, you could find better solutions.

“Design skills and business skills are converging. To be successful in the future, business people

will have to become more like designers.” Roger Martin, Dean Rotman School of Business

My job is mainly about:

Maintaining the Status Quo Making Improvements Design  thinking  

is  for  you!  

Empathetic Curious Creative Don’t fear failure Experiment Collaborative

Traits OF DESIGN thinkers  

How Empathetic are You?

Professor Simon Baron Cohen

Irritated

Thoughtful

Encouraging

Sympathetic

? a

b

c

d

Thoughtful

decisive

flirty

aghast

bored

? a

b

c

d

decisive

Become Students of Human Behaviour

“to see what everybody else has seen, �and to think what nobody else has thought.”�

Albert Szent-Gyorgyi

Rajan Tata saw what everybody else had seen, and thought what nobody else has thought!  

Traits OF DESIGN thinkers  

Empathetic Curious Creative Don’t fear failure Experiment Collaborative

Humans are Hard Wired to Create

Breakthroughs occur when we engage our WHOLE BRAIN

 Analytical Logical Linear Verbal Concrete Numerical

LEFT RIGHT Intuition Emotional Spatial Visual Physical

Breakthrough ideas blend

LOGIC MAGIC

Understanding the problem

Imagining how things can be

Be Comfor table with being Uncomfor table

Your Comfor t zone

Where the magic happens

“You have to leave the city of your comfort and go into the wilderness of your intuition. What you'll discover will be wonderful. What you'll discover is yourself.”

Alan Alda

Be more Playful

ability LATENT

LATENT l  T  

Discovery Define the Problem

Ideate Solutions

Develop Prototype

Test/ Validate

Condense a few weeks work into an hour

Activity: Discovery

Defining the Problem

“If I had 60 minutes to solve a problem, �I'd spend 55 minutes defining it, �

And 5 minutes solving it.” - Albert Einstein

Activity: Discovery

Activity: Ideation

We are all designers

@invitrotweets

The 9 Habits of Innovators A 90 minute presentation with Activity Design Thinking Seminar

A half day or full day training recently delivered for the Ministry of Home Affairs, Singapore

10 Lessons in Marketing Innovation A 90 minute presentation Purpose-made Brands A half day seminar on a more human approach to branding

Seminars Training Courses Culture And Practice Of Innovation

A 2 day Innovation training Designed and Delivered for BlueTrack Centre for open enrollment

Product and Marketing Innovation A 2 day training designed and delivered for IBN International for open enrollment in Kuala Lumpur

Brand and Marketing Innovation A 1 day training workshop design and delivered for IE Singapore for their clients

Entrepreneurial thinking A 2 day training designed and delivered for Dentsu Singapore

Creative Thinking A 1 day training designed and delivered for Dentsu Singapore

Innovation Facilitators Training A half day workshop for Innovation Facilitators to prepare them for the MediaCorp Innovation Blitz A 1 day training for Leo Burnett Hong Kong Strategic Planners to play the role of ideas facilitators.

Spea

king a

nd Se

min

ar w

ork (

Inno

vatio

n)

Angela Koch: Chief Ideas Facilitator, Invitro Innovation

Education: B.Com Honours (Marketing), University of Natal 1990

Marketing Lecturer in Tertiary Institutions in South Africa Marketing Innovation Consultant on FMCG brands in South Africa Strategy Director across TBWA and Leo Burnett Lead Innovation Strategist for The Distillery Consultancy– Key clients: ��� Celcom Malaysia, Asia Pacific Breweries, The Hour Glass, ��� Coca-Cola Singapore, Inter-Continental Hotel Group. Chief Ideas Facilitator for Invitro Innovation – clients : ��� ZUJI.com, Cerebos Pacific Limited, Crystal Jade Group, ��� Eng Wah Global, Extra Space Self-Storage, AustAsia (Greenfields Dairy), P&G Singapore, MediaCorp, Singapore Tourism Board, Ministry of Home Affairs. Business Mentor for the SMU Institute of Innovation & Entreprenuership Incubatees 11 years Asia experience, 8 years in Singapore. 46  

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