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*Change by Design How Design Thinking Can Transform Organizations and Inspire InnovationBy Brown, Tim

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WBSATBSA

wilson@bplan.com.tw02-27023003: - CEO

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WHAT IS DESIGN THINKINGan exploratory process with experimental approach think within constraints desirability feasibility viabilityexpressed within context of project the space of innovation inspiration/insightideation implementation

Design thinking is expressed within the context of projectbriefobjectivesframeworksconstraintsbenchmarkssmart teamsTT shape people interdisciplinary environment small teamsspecial project room/spaceinnovation culture Can explore and experiment / take risk /reward people for success / give them permission to failMidcourse adjustment continual refine

Put people firstconverting need into demandtechniques of observationObserve the actual experience of daily lifeWatch what people do/not do, listen what they say/not sayFind and observe the extreme users who live differentlyprinciples of empathySee the world through the eyes of othersUnderstand the world through their experienceFeel the world through their emotioncustomer insightsLevel oneClue of latent needs/ unmet needsLevel two Functional meaningLevel three Emotional/ subjective benefit/ valuesinspirationUsing insights to inspire the future product offerings

Process of design thinkingstage oneInspiration spaceInsights are gathered from every possible sources data factsstage two Ideation spaceInsights are translated to possible ideas/ conceptsDecide the best idea/ conceptstage three Implementation spacethe best idea are developed into an action plan

Elements of inspiration spaceprinciplesfrom analysis to synthesiselementsAnalyze problems/ break apart problemsCollect data facts Organize data facts Interpret data facts to make intelligencesSynthesize intelligences to search for meaning patterns/ to get the insights

Elements of ideation spaceprinciplefrom divergence to convergenceelementsinsights inspirations diverge into possible concepts / ideas of products/service/business modelsDevelop possible concepts / ideas into prototypesConverge all possible concepts / ideas to make the choice of the best concept/ idea/prototypetoolsBrainstormingPrototyping/ visual thinking by drawingstorytelling Post-it note

Successful condition of design thinkingAttitude of experimentation Tolerance for risk takingGive time/ space/budget to make mistakesOpen new possibilitiesAlert to new directionsWilling to propose new solutionsClimate of optimismCulture of innovation

PRINCIPLE OF BRAINSTORMINGDefer judgmentEncourage wild ideasFocused on topicBuild on the ideas of others

prototypingthinking with your hand/ make ideas tangible/ give form to ideasIdeation stageto explore/ to evaluate/ to refine the ideasImplementation stageto communicate an idea with sufficient clarityearly prototypes should be fast/ rough/ cheap/ just enoughproduct object/ scenarios/ storytelling board/ role-playing acting out/ virtual prototype/ business model design/ service experience blueprints

Design of service experience/design personalized/ customized experiences for customers to create business opportunityexperience engineeringthe experience blueprintCapture how people travel through an experienceProvide a framework for working out the details of human interactionIdentify the most meaningful points and turn them into opportunitiesActive customers participationBuild service experience oriented cultureEvery touch point must be executed with thoughtfulness and precision

Design the story of productHuman rely on stories to put ideas into context and give them meaningA new idea has to tell a meaningful story in a compelling way to make itself be heardThe heart of a good idea is a central narrative about the way an idea satisfies a need in powerful way Create stories around an ides transforming people from passive onlookers into engaged participantsPrinciples of effective storytelling designStorytelling begins early in the life of a project and be woven into every aspect of the innovation effortThe story is picked up by its intended audience who feel motivated to carry it forward to become a movement of customers

Design thinking meets corporationIn today fluid business environment , corporations manage innovation to build innovation culture is key to competiveness design thinking as a systematic approach to manage innovationStrategic tool of design thinkingways to grow matrixIncremental innovationexisting users existing offeringExtend evolutionary innovation existing users new offeringsAdapt evolutionary innovation new users existing offeringsRevolution innovation new users new offeringsStrategic innovation the best defense is to diversify its portfolios by investing across all four types of innovation in order to remain competitive

Ways to Grow Matrix*NEWOFFERINGSEXISTINGOFFERINGSEXISTINGUSERSNEWUSERSEXTEND(evolutionary)CREATE(evolutionary)ADAPT(evolutionary)MANAGE(incremental)

2831202-27023003 02-27024824 www.bplan.com.tw

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