1. Entrepreneurship and Design Thinking
MBA elective module HWR Berlin - June and July 2017
Entrepreneurship and Design Thinking
5. Design Thinking part 1
© Robert Jones 2017

2. Objectives / questions:
What is Design Thinking?
How can it help us?

3. What is Design Thinking?
The term ‘design thinking’ is quite ambiguous, and is often a source of misunderstandings
(see, e.g., Johansson-Sköldberg, Woodilla & Çetinkaya, 2013).
Many academic publications on DT rely on popular descriptions of the concept provided by its main proponents (IDEO, Rotman, d.school at Stanford University) and in some cases the authors do not define it at all.
Lisa Carlgren, Ingo Rauth, Maria Elmquist (2016)

4. Design Thinking
Design Thinking (DT) is a human-centered approach to innovation.
DT is regarded as a system of overlapping spaces:
Viability
Desirability
Feasibility .

8. Tim Brown’s mind map

9. Design Thinking
You don’t have to be a designer to benefit from using “design thinking.”
It involves creating options and then making choices.
It depends upon observing how people actually use products.
It means “doing more with less.”
It develops through three stages:
inspiration you identify an opportunity;
ideation you conceive general solutions;
implementation
This mode of thinking shifts among four mental states:
divergent and convergent thinking
analysis and synthesis.
Drawing, prototyping and storytelling all accelerate innovation.
Companies need a “human-centered” design approach to navigate the blurring of
lines between product and service, producer and consumer.
Contemporary innovation should focus on designing the user’s emotional experience.
A designer now must take the needs of the entire world, including the environment, into account.

10. A history of Design Thinking

12. A set of principles collectively known as design thinking:
empathy with users
a discipline of prototyping
tolerance for failure
is the best tool we have for creating those kinds of interactions and developing a responsive, flexible organizational culture
Kolko, Jon (2015) Design Thinking Comes of Age
Harvard Business Review, September 2015

13. Organizations that “get” design, use emotional language (words that concern desires, aspirations, engagement, and experience) to describe products and users.
Team members discuss the emotional resonance of a value proposition as much as they discuss utility and product requirements

14. MIT Media Lab – “Deploy or Die”
Sometimes quoted as demo or die
Joi Ito: Want to innovate? Become a "now-ist"
“bottom up, democratic, chaotic”

15. We will elaborate on this Conceptual Model of Design Thinking in class
Design-centric companies aren’t shy about tinkering with ideas in a public forum and tend to iterate quickly on prototypes—an activity that the innovation expert Michael Schrage refers to as “serious play.”
In his book of that title, he writes that innovation is “more social than personal.”
“Prototyping is probably the single most pragmatic behavior the innovative firm can practice.”
Kolko, Jon (2015) Design Thinking Comes of Age
Harvard Business Review, September 2015

16. https://ideacouture.com/

17. What is Design Thinking?

19. https://ideacouture.com/

20. We will build on Idris Mootee’s map in the last slide
and add other academic ideas to it

21. Design Thinking stages
The d.school at Stanford University (2010)
Design Thinking stages
empathize data collection based on, for example, ethnographic studies,
define data synthesis to gain a refined problem understanding,
ideate suggest ideas for solving the problem,
prototype develop tangible and experienceable representations of the ideas
test with potential users
School for Design Thinking at the Hasso Plattner Institute in Potsdam, Germany (Stanford's sister school), the initial phase breaks empathize down into
understand and
observe

25. Design Thinking stages

27. 3Is in Design Thinking

28. Outcomes – what have we learned?