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Introduction to Design Thinking 1www.upmarkit.com

Design Thinking

Short Introduction

Marco Eisenberg & Klaus Heine

http://www.upmarkit.com/





What is Design Thinking

Design Thinking is a user-centered and creative approach that can

resolve any strategic question a company is facing.

Creation of business ideas & product innovations

Development of process & organizational innovations

Remodeling of the customer journey

Resolution of any tricky strategic decision

It is typically used for the...

How to improve user experience? How to attract Millenial‘s? How to enter a

new market? How to reduce employee turnover? How to reorganize a company?

How to redesign the sales process? How to improve conversation rates? How to

redesign the sales incentives? How to attract talents? How to regain customers?

How to excel with a new business unit? How to adapt to future scenarios?

How to remodel the brand-consumer interactions? How to design an effective

loyalty program? How to increase consumer satisfaction?

Some question to start with…






Ideate

Understand

Prototype

Test

Observe

Point ofView

The Design Thinking Process

Start with a general topic. A key challenge of a DesignThinking workshop is to shape a relevant and specificproblem. Desk research helps to gain backgroundknowledge.

Conduct market research to develop a sound under-standing of your users and their needs and desires.Visit relevant sites, oberserve real-life users and howthey interact with each other, talk to users. Find outtheir pain points and difficulties.

Interpret the empirical findings. Put yourself in thesituation of your users. Feel how your users feel.Create user personas, use cases, empathy and

consumer journey maps, day-in-a-life scenarios, etc.

Generate a big variety of outside-the-box ideas. Noidea is too far-fetched. No idea is judged. Focus onsolving consumer needs and desires.

Build a simple representation of your ideas: models,sketches or cardboards.

Return to your users for feedback. Find out whatworks and what does not work. Then refine yourdesign.

At least twelve people from the same company, but from different departments.

Working in groups of six people. Each group is led by a moderator.






References and typical Applications of Design Thinking

Mario Eisenberg led a big variety of Design Thinking workshops.

Below, you can find a description of some selected workshops.

They provide an idea of typical applications of Design Thinking.

Modelling the Autonomous Driving Experience

for a European Automobile ManufacturerAutonomous driving experience is the hot topic in the automobileindustry. The technological challenge is accomanied with thenecessity to make autonomous driving a great experience for theuser. Driving a car is fun for most people, but it may be lost byautomatic driving. Therefore, it is necessary to understand thetarget groups for autonomous driving (teenagers, elderly citizens,

etc.) and their specific requirements. Design Thining was used in thisworkshop to develop an autonomous driving experience.

Reorganization of the Sales Process

for a South African Investment FirmThe corporte investment firm, owned by one of the biggest banksin South Affrica, advises clients selling or buying companies inAfrica and brings together potential investors to organize

financing. The company made use of Design Thinking to redesignthe sales process of equity shares. First of all, we had to developan understanding of how the sales process is working today. Alltypes of stakeholders involved in the M&A process had to beidentified and many of them were interviewed to understandtheir problems, needs and preferences. It turned out that a keyproblem was that potential investors are virtually flooded withinvestment opportunities and ithat is hard for the bank to getthrough to the investors. During the workshop, possible solutions(prototypes) were developed and tested.

Redesigning the Sales Process

for a German Compressor Producer As part of the selling processo of their compressors, the Germancompany is using a software to measure the performance andenergy consumption of existing compressors in the factories oftheir clients. Based on this analysis, they offer their clients newproducts. The analysis software is a central element of the selling

process, but became outdated. Objective of the Design Thiningworkshop: How can we reorganize the selling experience ofcompressors?






Developping a Future Strategy

for a European Insurance CompanyThe insurer wanted to use Design Thinking for the developmentof a future strategy for the company: How does the business areaof our company look like in 2030 and which steps do we need totake today, to be on the right track and to withstand risingcompetition? The challenge for the developement of futurescenarios with Design Thinking lays in a fundamental shift ofconsumer‘s living conditions and preferences: There is a strongincrease in mobility and individuality in life concepts and agrowing demand for individual configurability of insuranceservices, which none of the insureres can provide today.

Remodelling Brand-Consumer Interactions

for a Belgian BankOne of the biggest Belgian banks wanted to redesign andcompletely automate their brand-consumer interactions alongthe entire consumer journey. This requires a fundamentalstrategic reorientation and organizational transformation, basedon the selection and development of suitable technologies anddigtial tools. During the Design Thinking workshop, possiblesolutions (prototypes) were tested with empathetic interviewswith more than 250 potential clients. Results suggest, forinstance, that consumers prefer chatbots to reemble their ownstyle of speaking (from easy-going to formal). This is possible with

an analysis of consumer‘s communication behavior on Facebookand other social media platforms, with the help of machinelearning / artifical intelligence.

Developing a new Business Unit

for a German Engine ManufacturerA manufacturer of electric motors and gear mechanisms waslooking to expand into a new business segment, which would stillallow using their existing manufacturing tools and machines. Thecompany was wondering what other type of products they couldmanufacture with their existing resources. Objectives of theDesign Thining workshop: To come up with new business ideas, toevaluate business plans and to design a business strategy for thenew business unit.

References and typical Applications of Design Thinking






Marco Eisenberg is teaching since 2010 at the D-School of Hasso-Plattner-Institute (HPI) in Potsdamand was a major contributor in the creation of the HPID-School in Cape Town. He conducted over 500 DesignThinking workshops worldwide for clients such as

Bosch, Daimler, SAP, Siemens, Eon, and Kion Group.

Dr. Klaus Heine works as luxury marketing professor atEmlyon Business School in Lyon and Shanghai, and asconsultant specializing in high-end brand-building. He

has worked on projects for many luxury & high-endbrands including, for instance, Chaumet, Dior, Jaeger-LeCoultre, Gaggenau, KPM Berlin, Loewe, KeringGroup, Panerai, and Richemont.

Design Thinking Workshops

For any inquiries, please send an email to

[email protected].

Design Thinking

Branding

We offer workshops that combine

two powerful drivers of business success:

Design Thinking & Branding.






Publisher: Upmarkit OÜ, Tallinn

All rights reserved. No part of this publicationmay be reproduced, stored in computerizedsystems or published in any form or in anymanner, including electronic, mechanical,reprographic, photographic, or other means,without prior written permission from thepublisher.

© 2017, Upmarkit OÜ, www.upmarkit.com

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