design thinking method cards (beta 1.0)

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This set of method cards introduces briefly the design thinking approach. It explains the design process as well as the prototyping phases of design thinking projects. There basically 2 ways of getting involved with the University of St.Gallen in order to have a design thinking team working for your organization. 1. Design Thinking @ HSG 2. Embedded Design ThinkingBoth ways are explained in the set. For more information visit http://dthsg.com

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

PROF. DR. FALK UEBERNICKEL

CHRISTOPHEVETTERLI

FRIEDERIKEHOFFMANN

PHILIPP SKRIBANOWITZ

BORIS FRIEDRICHMILKOWSKI

[email protected]

WWW.DTHSG.COM

TEACHING TEAM

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DESIGN THINKINGMETHOD CARDS

UNIVERSITY OF ST. GALLEN

INSTITUTE OF INFORMATION MANAGEMENT

PROF. DR. WALTER BRENNER

PROF. DR. FALK UEBERNICKEL

CHRISTOPHE VETTERLI

PHILIPP SKRIBANOWITZ

FRIEDERIKE HOFFMANN

BORIS FRIEDRICH MILKOWSKI2

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

FOR ALL COMPANIES THAT WANT TO TACKLE THE FOLLOWING CHALLENGES…

DEVELOPMENT OF NEW PRODUCT, SERVICE AND BUSINESS MODEL PROTOTYPES

“IDEA-BOOST” FROM OUTSIDE

CREATING VALUE WITH FOCUS ON THE USER

IMPROVEMENT OF INNOVATION PROCESSES

FOR WHOM IS DESIGN THINKING SUITABLE?

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

WORKSHOP OF HSG STUDENTS WITH THEIR CORPORATE PARTNER

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

HUMAN - CENTEREDINNOVATION

FOCUS ON PEOPLE / CUSTOMERS AND THEIR NEEDS. NOT ON SPECIFIC TECHNOLOGIES

OR OTHER CONDITIONS.

INNOVATING AT THE INTERSECTION OF BUSINESS, TECHNOLOGY AND PEOPLE LEADS TO

RADICAL NEW EXPERIENCE INNOVATION.

THE USER IS THE ONE TO DECIDE IF A PRODUCT OR A SERVICE SHOULD EXIST OR BE

ESTABLISHED. 4

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

ITERATIVE DESIGNPROCESS

DURING THE ENTIRE PROJECT, DESIGN THINKING TEAMS WORK WITH AN ITERATIVE

APPROACH: REDEFINING THE PROBLEM, NEEDFINDING, IDEATION, BUILDING OF

PROTOYPES AND TESTING WITH THE USER. THE ITERATIVE APPROACH ENABLES A

HIGHER EXPERTISE IN THE FIELD OF HUMAN NEEDS AND SUPPORTS A VARIETY OF

RESULTS.

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

(RE)DEFINETHE PROBLEM

THE PROBLEMS YOU ARE TRYING TO SOLVE ARE RARELY YOUR OWN – THEY ARE

THOSE OF A PARTICULAR USER. IN ORDER TO DESIGN FOR THE USER, WE MUST

UNDERSTAND WHO THEY ARE AND WHAT IS IMPORTANT TO THEM.

YOU MIGHT ALSO ASK YOURSELF: ARE WE ACTUALLY ASKING THE RIGHT QUESTION

HERE? THE EXAMPLE WITH THE TOOTHBRUSH DESCRIBES IT QUITE WELL. WHY DO WE

LIMIT OURSELVES TO THE OBJECT OF A TOOTHBRUSH IF WE ARE ACTUALLY TRYING TO

FIND SOLUTIONS FOR DENTAL CARE?

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DENTAL CARE

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

NEEDFINDING & INSTANT EXPERTISE

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WATCHING WHAT PEOPLE DO AND HOW THEY INTERACT WITH THEIR ENVIRONMENT

GIVES YOU CLUES ABOUT WHAT THEY THINK AND FEEL. IT ALSO HELPS US TO LEARN

ABOUT WHAT THEIR NEEDS ARE. BY WATCHING PEOPLE YOU CAN CAPTURE PHYSICAL

MANIFESTATIONS OF THEIR EXPERIENCES - WHAT THEY DO AND SAY. THIS WILL ALLOW

YOU TO INTERPRET INTANGIBLE MEANING OF THOSE EXPERIENCES IN ORDER TO

UNCOVER INSIGHTS. UNDERSTANDING HUMAN BEHAVIOUR IS KEY TO GENERATING THE

BEST POSSIBLE SOLUTION.

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BRAINSTORM &IDEATE

IDEATE IS THE POINT IN THE DESIGN PROCESS AT WHICH WE FOCUS ON IDEA

GENERATION. MENTALLY IT REPRESENTS A PROCESS OF “GOING WIDE” IN TERMS OF

CONCEPTS AND OUTCOMES – IT IS A MODE OF “FLARING” RATHER THAN “FOCUSING”.

IDEATION PROVIDES BOTH THE FUEL AND SOURCE MATERIAL FOR BUILDING PROTOTYPES

AND GETTING INNOVATIVE SOLUTIONS INTO THE HANDS OF YOUR USERS.

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PROTOTYPE

EVEN IF YOU ARE NOT SURE WHAT YOU ARE DOING, THE ACT OF PICKING UP MATERIALS

(POST-ITS, TAPE, AND FOUND OBJECTS ARE A GOOD WAY TO START!) IS GOOD ENOUGH

TO GET YOU GOING. DO NOT SPEND TOO LONG ON ONE PROTOTYPE. MOVE ON

BEFORE YOU FIND YOURSELF EMOTIONALLY ATTACHED TO IT. BUILD WITH THE USER IN

MIND. WHAT DO YOU HOPE TO TEST WITH THE USER? WHAT SORTS OF BEHAVIOUR DO

YOU EXPECT? ANSWERING THESE QUESTIONS WILL HELP YOU TO FOCUS YOUR

PROTOTYPING AND GENERATE MEANINGFUL FEEDBACK IN THE TESTING PHASE.

START BUILDING!

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TEST

PUT YOUR PROTOTYPE IN THE USERS’ HANDS AND DO NOT TALK (YET). WATCH HOW

THEY USE (AND MISUSE!) WHAT YOU HAVE GIVEN THEM. HOW THEY HANDLE AND

INTERACT WITH IT. LISTEN TO WHAT THEY SAY ABOUT IT AND TO THE QUESTIONS

THEY POSE.

ASK USERS TO COMPARE. BRINGING MULTIPLE PROTOTYPES TO THE FIELD FOR TESTING

GIVES USERS A BASIS FOR COMPARISON AND OFTEN REVEALS LATENT NEEDS. IDENTIFY

WHAT IS BEING TESTED WITH EACH PROTOTYPE. A PROTOTYPE SHOULD ANSWER A

PARTICULAR QUESTION WHEN TESTED.

SHOW, DON‘T TELL!

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USER TESTING

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THE VISIONARYSTATEMENT

AT THE VERY BEGINNING OF A PROJECT, DESIGN THINKING TEAMS RECEIVE THEIR

VISIONARY STATEMENT FROM THE CORPORATE PARTNER THEY ARE WORKING WITH.

OFTEN THIS PARTNER HAS HAD A CERTAIN CHALLENGE OR A FIELD OF INTEREST FOR

QUITE SOME TIME, WHICH THEY NOW WANT TO TACKLE.

EXAMPLES OF VISIONARY STATEMENTS INCLUDE: „SMALL CITY LIVING“, „WHY 4000

CALLS?“, „SELF-SERVICE EXPERIENCE“. IT IS NECESSARY THAT THEY ARE FORMULATED

QUITE BROADLY TO UNLEASH THE POTENTIAL OF DESIGN THINKING.

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

WHY DON‘T YOU WRITE YOUR VISIONARY STATEMENT HERE!

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DESIGN THINKINGMETHOD

THE PROJECT MILESTONES

DESIGN THINKING IS A STRUCTURED METHOD WITH CLEARLY DEFINED MILESTONES OVER A

PROJECT TIMELINE. IT IS ALWAYS EXPLICIT WHICH PHASE YOU ARE IN.

EACH PHASE FINISHES WITH A TEAM PRESENTATION. CLEAR STRUCTURE HELPS TO REFLECT

ON THE THINGS LEARNED IN THE PRECEDING PHASE.

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= ITERATIVE DESIGN PROCESS

FUNKYPROTOTYPE

DESIGNSPACE

EXPLORATION

CRITICALFUNCTION

PROTOTYPE

DARKHORSE

PROTOTYPEFUNCTIONALPROTOTYPE

X-ISFINISHED

PROTOTYPE

FINALPROTOTYPE

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DIVERGING PHASES

DESIGN

SPACE

EXPLORATION

CRITICAL

FUNCTION

PROTOTYPE

DARK

HORSE

PROTOTYPE

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CONVERGING PHASES

FUNKY

PROTOTYPE

X-IS

FINISHED

PROTOTYPE

FUNCTIONAL

PROTOTYPE

FINAL

PROTOTYPE

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DESIGN SPACEEXPLORATION

IN THIS PHASE, A TEAM TAKES PART IN SO CALLED DESIGN SPACE EXPLORATION. THIS

ENTAILS DOING RESEARCH ON TOPICS RELATED TO THE FIELD OF ITS CHALLENGE. THIS

CAN BE DONE BY OBSERVING AND INTERVIEWING PEOPLE AND USERS IN THESE

PARTICULAR AREAS AND SITUATIONS. THE GOAL OF THE DESIGN SPACE EXPLORATION

PHASE IS TO IDENTIFY CRITICAL FUNCTIONS FROM THE CONSUMER PERSPECTIVE.

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DESIGN SPACE EXPLORATION ON “SELF-SERVICE EXPERIENCE”:

HOW DOES A SHERPA SERVE HIS CLIENT?

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

CRITICAL FUNCTIONPROTOTYPE

THINGS LEARNED IN THE DESIGN SPACE EXPLORATION PHASE SHOULD NOW BE ADDRESSED

BY CRITICAL FUNCTION PROTOTYPES. FOR EACH CRITICAL FUNCTION IDENTIFIED, THERE

SHOULD BE ONE OR MORE PROTOYPES BUILT THAT TRY TO SOLVE A PARTICULAR ISSUE.

EXAMPLES OF CRITICAL FUNCTIONS INCLUDE: SIMPLICITY, INDIVIDUALIZATION, PRIVACY AND

FLEXIBILITY.

HERE, AS IS TYPICAL IN DIVERGING PHASES, IT IS DESIRABLE TO PRODUCE MANY PROTOTYPES

INSTEAD OF ONE FINALIZED VERSION. THE MORE TANGIBLE PROTOTYPES, THE BETTER.

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CRITICAL FUNCTION PROTOTYPE: “TOOLBOX”

CRITICAL FUNCTION ADDRESSED: INDIVIDUALIZATION

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DARK HORSEPROTOTYPE

CHALLENGE THE ASSUMPTIONS YOU HAVE PREVIOUSLY MADE. BUILD A PROTOTYPE

THAT FROM AN OUTSIDE PERSPECTIVE IS UNLIKELY TO WIN. THIS IS THE PHASE WHERE

THE TEAM TAKES EXTREME APPROACHES. IF, FOR INSTANCE, YOU ARE DESIGNING A

BETTER HR PORTAL, YOU MIGHT PROPOSE SHUTTING DOWN THE WHOLE PORTAL.

ALTERNATIVELY, IMAGINE A CAR MANUFACTURER THAT DIDN’T MAKE CARS ANYMORE.

WHAT WOULD IT SELL?16

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DARK HORSE PROTOTYPE: “BUDDY AUGMENTED”

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FUNKYPROTOTYPE

THE FUNKY PROTOTYPE COMBINES THE MOST SUCCESSFUL ELEMENTS OF THE PROTOTYPE

FROM PRECEDING PHASES. YOU UNDERSTAND THE SCOPE OF THE PROBLEM. YOU ARE ON

TRACK WITH A VIABLE SOLUTION OR APPROACH. YOU HAVE A WORKABLE PLAN TO

ACHIEVE SUCCESS. A VISION OF WHERE THE JOURNEY IS HEADING STARTS TO BECOME

CLEAR.

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FUNKY PROTOTYPE: “TIMELINE”

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FUNCTIONALPROTOTYPE

THE FUNCTIONAL PROTOTYPE GIVES YOU A PREVIEW OF WHAT THE FINAL PROTOTYPE

WILL LOOK LIKE. YOU HAVE THE MAJOR TECHNICAL & HUMAN ISSUES MORE OR LESS

FIGURED OUT (ALTHOUGH NOT COMPLETELY ADDRESSED IN YOUR PROTOTYPE). YOU

KNOW WHAT YOU ARE DOING AND HAVE CONCRETE PLANS FOR GOING FORWARD. IT IS

CRUCIAL AT THIS POINT THAT THIS PROTOYPE IS CLEAR AND CONVINCING TO THE PEOPLE

INVOLVED SUCH AS THE CORPORATE PARTNER.

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FUNCTIONAL PROTOTYPE: “TIMELINE”

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X-IS FINISHEDPROTOTYPE

XTIME IS SHORT AS THE DEADLINE FOR THE FINAL PROTOTYPE IS NEARING. X DESCRIBES ONE

SPECIFIC DESIGN ELEMENT OF THE PROTOTYPE THAT SHOULD BE HIGHLY DEVELOPED AT

THIS POINT IN TIME. IT SHOULD FUNCTION AS IT WOULD FUNCTION IN THE FINAL

PROTOTYPE. THIS X COULD BE FOR INSTANCE THAT THE DATABASE INTEGRATION IS

WORKING OR THAT THE INTERACTION WITH THE USER INTERFACE IS GIVEN.

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X-IS FINISHED PROTOTYPE: “TIMELINE”

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FINAL PROTOTYPE

AT THE VERY END OF A DESIGN THINKING PROJECT, A HIGH-RESOLUTION PROTOTYPE IS

READY TO BE PRESENTED. THIS PROTOTYPE SHOULD GIVE YOU A CLEAR UNDERSTANDING

OF HOW IT WORKS AND WHAT THE IDEAS BEHIND IT ARE. THE SCOPE OF FUNCTIONS

ARE SO WELL WORKED OUT THAT A FOLLOWING PROJECT TEAM WITHIN THE

CORPORATE SPONSOR COULD EASILY BE SET UP TO WORK ON THE ACTUAL

IMPLEMENTATION.

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FINAL PROTOTYPE: “TIMELINE”

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SUCCESSSTORY

IN 2009, THE DESIGN THINKING TEAM AT DEUTSCHE BANK DEVELOPED A NEW APPROACH

TO CREATING INTEREST AND DEMAND FOR FINANCIAL ADVISORY. IN JUST ONE YEAR,

DEUTSCHE BANK DEVELOPED THIS SERVICE FROM THE ORIGINAL PROJECT. SUPPORTED BY

INTUITIVE TOUCH TECHNOLOGIES, CUSTOMERS CAN EXPLORE THEIR FUTURE WISHES.

THIS ENABLES A MUCH MORE INDIVIDUAL DISCUSSION WITH THE ADVISOR AND DEEPENS

THE RELATIONSHIP BETWEEN CUSTOMERS AND DEUTSCHE BANK.

FROM PROTOTYPE TO SERVICE

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FINAL PROTOTYPE: “MEIN ZUKUNFTSPLANER”

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DESIGN THINKING @ WORK

EXPERIENCE AND GET IN TOUCH WITH DESIGN THINKING AS ONE METHOD FOR

CUSTOMER FOCUSED AND RADICAL INNOVATION BASED ON PROTOTYPING.

THERE ARE BASICALLY TWO WAYS OF BRINGING DESIGN THINKING INTO

YOUR ORGANIZATION:

DESIGN THINKING @ HSG EMBEDDED DESIGN THINKING

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THE STUDENTS AND TEACHING TEAM AT STANFORD CAMPUS, 2010

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DESIGN THINKING@ HSG

BECOME A CORPORATE SPONSOR OF A DESIGN THINKING TEAM AT THE UNIVERSITY OF

ST. GALLEN. THIS TEAM CAN ALSO BE A GLOBAL TEAM WITH STUDENTS FROM STANFORD

UNIVERSITY. OVER 10 MONTHS THESE STUDENTS WILL TACKLE YOUR INNOVATION

CHALLENGES THAT YOU GIVE THEM AT THE BEGINNING OF THE COURSE. THE TEAM WILL

BE IN CLOSE CONTACT WITH YOUR COMPANY AND PRESENT PROTOTYPES AND

FINDINGS FOR EACH PREDEFINED MILESSTONE.

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THE BENEFITS OF DESIGN THINKING @ HSG

YOUNG CREATIVE MASTER STUDENTS USE THE CAPABILITIES OF 3 HIGHLY MOTIVATED, QUALIFIED AND YOUNG MASTER

STUDENTS FROM HSG FOR 10 MONTHS.

PROTOTYPING OVER 15 PROTOTYPES AND MORE THAN 100 IDEAS FOR NEW PRODUCTS AND SERVICES

THAT CAN REVOLUTIONIZE YOUR BUSINESS MODEL, PROCESSES AND EXISTING SERVICES.

ALL RESULTS WILL BE COMPILED IN A FINAL REPORT.

YOUR DESIGNER IS YOUR NEXT CUSTOMER ALL DESIGN TEAM MEMBERS REPRESENT YOUR FUTURE CUSTOMERS AND ENABLE YOU

TO GET OUTSIDE-IN PERSPECTIVES.

RECRUITMENT GAIN UNIQUE ACCESS TO HIGHLY QUALIFIED AND SPECIALLY ASSESSED MASTER

STUDENTS FROM THE HSG.

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

EMBEDDEDDESIGN THINKING*

WHEN DOING EMBEDDED DESIGN THINKING, YOU STAFF YOUR OWN TEAM FROM

WITHIN YOUR COMPANY. FOR EXAMPLE, YOU MIGHT OFFER INTERNSHIP POSITIONS TO

STUDENTS FROM DIFFERENT FIELDS OF STUDY, WHICH THEN FORM YOUR DESIGN TEAM.

THE UNIVERSITY OF ST. GALLEN HELPS YOU TO SET UP THE PROJECT AS WELL AS COACH

YOUR DESIGN TEAMS THROUGHOUT THE PROCESS. PROJECT DURATION IS ABOUT 4-5

MONTHS.

* DEVELOPED IN COOPERATION

WITH DEUTSCHE BANK

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SOLUTIONS HUMAN CENTERED TANGIBLE PROTOTYPES TESTED BY END USERS

SUPPORTED BY INTERNAL EXPERTS AND PRODUCT RESPONSIBLES DUE TO EARLY

INVOLVEMENT

INNOVATION OPENING THE INNOVATION PROCESS WITH AN OPEN-DOOR POLICY AND PUBLIC

MILESTONES PRESENTATIONS TO FOSTER THE INNOVATION CULTURE IN YOUR

COMPANY

RECRUITMENT RECRUITMENT OF INTERDISCIPLINARY TEAMS FROM VARIOUS UNIVERSITIES

ATTRACTIVE INTERNSHIP PROGRAM FOR TALENTS

THE BENEFITS OF EMBEDDED DESIGN THINKING

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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

INNOVATIONS ARE ALWAYS THE EASIEST SOURCE OFDIFFERENTIATION AND COMPETITIVE ADVANTAGE.BUT HOW TO GET STARTED?

DESIGN THINKING PROVIDES AN EXCELLENT APPROACH TOUNDERSTAND AND SOLVE CUSTOMERS’ NEEDS. FOR US, IT ISNOT ONLY A PROCESS – IT IS A MINDSET TO FIND VALUEINNOVATIONS FOR OUR CUSTOMERS.

MARCO MUELLER, SENIOR PRODUCT DESIGNERINNOVATION DIVISION BLUE OCEAN

HAUFE-LEXWARE

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THROUGH DESIGN THINKING WE LEARNED HOW TOSYSTEMATICALLY DEVELOP INNOVATION FOR OUR CUSTOMERS– A CRUCIAL ASPECT TO SUPPORT THE VALUES OF OUR BRANDPHILOSOPHY.DESIGN THINKING IS A FIXED PART OF OUR INNOVATIONPROCESS, ENABLING US TO DESIGN PROGRESSIVE SOLUTIONSOF TOMORROW.

MAXIMILIAN PÜHLER & HUBERT FISCHERPROJECT MANAGEMENT ADVANCE DEVELOPMENT CAR IT

AUDI

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A VERY MOTIVATED STUDENT TEAM, AN OPEN TARGET ANDSUPRISING YET RELEVANT RESULTS THAT WE CAN BUILD ON.HIGHLY RECOMMENDED!

ROBERT JANSENDIRECTOR INNOVATION

BALL PACKAGING EUROPE

“„

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EMBEDDED DESIGN THINKING ALLOWS OUR EXPERTS ANDINNOVATORS TO INTERACT WITH HIGHLY DYNAMIC ANDCREATIVE DESIGN TEAMS TO CREATE GREAT SOLUTIONS FOR ANEW CUSTOMER EXPERIENCE.

KATHARINA BERGERBRIDGEHEAD OF DESIGN THINKING @ DB

DEUTSCHE BANK AG

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DESIGN THINKINGCOMMUNITYCONFERENCE

09. – 10. SEPTEMBER 2011, LÜNEBURGUNIVERSITY OF ST. GALLEN X LEUPHANA UNIVERSITY LÜNEBURG

MORE INFO & REGISTRATION: DTHSG.COM/BETTERBETA

BETTER BETA

INVITATION

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DTHSG.COMESTABLISHED IN 2005. PROTOTYPING SINCE BACK THEN.