slide share design thinking workshop mba hec

Design Thinking Workshopin partnership with the Product Management Club

At HEC Montréal, Standard Life Room From 5:15pm to 8:15pm on November 11, 2015

Edouard Ferron-Mallett - LinkedIn

https://ca.linkedin.com/in/edouardferronmallett

Welcome to the workshop

Design Thinking as an improved way to - resolve problems- perceive needs- innovate the end-user experience

Edouard Ferron-Mallett and Design Thinking• M. Sc Strategic Management at HEC Montréal• Eight month research on Design Thinking

• 1st report: What is Design Thinking, where did it come from, how it has evolved and how it is applied

• 2nd report: A toolbox for every step the design thinking process• 3rd report: Avenues on how to become a design thinker and

introduce it in organisations• Participated in workshops• Future Cycle of Design Thinking Workshops at HEC Montréal?



•Bianca Matei (LinkedIn) & Bich Tran (LinkedIn) •Patrice Chessé (LinkedIn)•Special Guests•Facilitators•You

https://ca.linkedin.com/in/biancamatei

https://ca.linkedin.com/in/tranbich

https://ca.linkedin.com/in/patricechesse

By the end of this workshop• Your own understanding of

• What design thinking is• What it could be applied to• Where is there value for you to use design thinking• For which next big challenge or opportunity you can use design

thinking

Intent is to: And see things from:

Key Note by

Patrice ChesséWhy we need a user centered approach to value proposition and

business processes?

Insights from the Experts

Hands on experimentationKey Note Workshop

and its intentDesign

Thinking

Patrice Chessé• 15 years experience in start-up and

company creation• 3 companies started

• 1998: “e-taylor” services• 2003: Optronic Glasses like Google Glass• 2007: Interim management and consulting

services

• Professor and Lecturer at HEC Montréal• Hobby: Photos• LinkedIn: https://

ca.linkedin.com/in/patricechesse


Hands on experimentationKey Note Workshop

and its intentDesign

Thinking

Tel: 514-521-57334080,rue Wellington -310Verdun, Qc, H4G [email protected]: http://fr.slideshare.net/CatalisMTL




mailto:[email protected]

http://fr.slideshare.net/CatalisMTL



We assist a major Shift in Human Thinking

and Behaviours

The world has changed We need new tools to understand it

Needs to understand today’s complexity

From a « push » to « pull » society

Design Thinking• What is it? • To design what, for who ?• Mindset ?• What is the process ?• Key Success Factors ?


Hands on experimentationKey Note Workshop and its

intent Design Thinking

What is Design Thinking ?

Design Thinking Process Success FactorsDefinition Intent and

application Mindsets

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Tim Brown, president and CEO, IDEO

Goal: Facilitate your end user’s lifeMean: Innovate in their user experience

Viability (Business)

Feasibility (Technology)

Desirability(Human)

Design Thinking as a tool, an inspiration to facilitate users’ lives



Integrating and facilitating several types of innovation: Process Innovation+ Functional Innovation+ Emotional Innovation= Experience Innovation→ Design Thinking

Design thinking applied to New and Existing…



Offerings:- Products- Services- Processes

Users: - Clients- Employees- Partners- Communitie

s

What is the Design Thinking Mindset?



What is the Design Thinking process?

Looking, Understanding, Defining Making and Solving



Field observation, interaction and

immersion in your end user’s reality

[User(s)] have that [need(s)] based on

those [insights]

Quantity, outside the

box, Creative Confidence,

Disrupt

Draw, Sketch, Build,

make tangible

Test to validate your solutions,

feedback, adjust, fine tune

Key Success Factors What really defines a deep design thinking approach• Empathy

• Put yourself in the shoes of the ones your are designing for, see what they see, do what they do, think how they think, feel how they feel

• Learning from people• Fail early, Fail often

• Learn From Failure• Experiment, test, adjust

• Creative confidence• you have big ideas, • you have the ability to act on them • you can and will come up with creative solutions to big problems,

trusting your intuition, chasing solutions that they haven’t totally figured out yet.

• Belief that & the confidence that all it takes is rolling up your sleeves and diving in



Key Success Factors (cont’d)What really defines a deep design thinking approach• Multidisciplinary teams

• 10 faces of innovation, the 10 roles in an innovation process

• Collaboration and co-creation• Equal contribution throughout the process,

a human (fun) work



Companies that have taken the design thinking approach




Design Thinking in PracticeIKEA Vision for 2025

VideosInsights from the

ExpertsHands on

experimentationKey Note Workshop and its intent Design Thinking

Video - IKEA – What is our relationship to food? A first question to think and design the 2025 Concept Kitchen




Video - IKEA - the 2025 Kitchen - Solution




Video - What is Design Thinking at IBM




Local Insights Design Thinking Applied




Jonathan Dankoff&

Emmanuel Verrier-Choquette




Jonathan Dankoff

Emmanuel Verrier-Choquette

• Game User Researcher• 10 years experience – wide variety of games• Helps the development team keep the player at the

center of their design

• Partner and Co-founder• Entrepreneurial Advisory boutique supporting leaders,

entrepreneurs and their teams• Past: innovation practice at McKinsey, studied

scenarios on the future of renewables

Thank you very much!

Design Thinking is applied to tangible

products, processes and servicesInsights from the

ExpertsHands on





2025 Vision of e-Commerce, the online shopping experience in 2025

Quick Questions• What can you buy online?

• Clothes• Consumer electronics• Furniture• Grocery

• Why do we buy online?• Convenience• Online rebates• Comparison• Product diversity

• What is the online process from a consumer’s point of view?

• Access• Search• Compare• Buy• Get delivered• Customer service




Fact is….• Online shoppers are

• Connected• Mobile• Lazy

• Technology is evolving at a fast pace• Infinite capabilities in 2025?

• Organisations are • Selling on the Web• Integrating technology• Developing their e-commerce strategies and practice• Born on the Web




Therefore…• E-commerce and the online experience from a customer’s perspective

are going to be • Differentiating factors• Value creators• Loyalty enhancers

• Need to think and design the online experience to make things easy for your customer through every step of his e-commerce process




Client comes to you….• Meeting with the executive board in 45 mins• Strategic planning for 2025:

• “Internet broke the physical or geographical boundaries,• If we want to stay competitive against our worldwide competitors, then• e-commerce is an absolute must have, • And we need to position ourselves for the 2025 e-commerce experience as a

differentiating and value creation driver”

• What is your vision of the 2025 e-commerce experience?• How is e-commerce going to evolve in ten years? • What are the suitable innovative solutions to the evolution of

e-commerce in 2025?Insights from the

ExpertsHands on


Everyone has a specific role, behave like…




• Objective: Learning about the situation and the problem• Understand the human behaviours, the physical and emotional

interactions between the people and the products, services, and spaceAnthropologists

• Objective: What could be captured and synergized from other industries

• What works elsewhere (Industries-Cultures) that could support or enhance the online shopping experience

Cross-Pollinator

• Objective: Organizing the understanding - Bridging distant worlds together and building new worlds

• Identify difficulties in the online shopping experience, find solutions to them: Accessibility, delivery, sensations, transaction…

Hurdler

• Objective: Building the solutions – sense making• Making sense of the ideal 2025 online shopping experience from a user’s

perspective and how can organisation satisfy theseStory Teller

They are referred to as the:




YOU

YOU

YOU

YOU

Steps to envision• 1st part (10 minutes) – Specialists teams

• With your fellow specialist colleagues, discuss the problem and situation from your perspective. • By the end, you should synthetize to 3-4 main points from your role

• 2nd part (10 minutes) – Mixed teams• Form multidisciplinary teams, share your specialists’ perspectives together and form a common

understanding of the situation. • Be able to define the problem that you are facing to envision the 2025 online shopping experience -

10 minutes

• 3rd part (10 minutes) – Mixed teams• With your multidisciplinary team, come up with the solutions and the story behind the 2025 vision,

what should it be?

• 4th part (3 minutes each) – Mixed teams• Present your prototype of the e-commerce 2025 vision

• 5th part• Recap synthesis of all the prototypes




(1) Specific Roles Together• Behave like:

• Anthropologists• Cross-Pollinator• Hurdler• Storyteller

• Discuss your perspective on• the situation • the problem

• Objective: 3 – 4 key points from your discussion• You will share your insights with your team afterwards

Present RecapAll pros together In teams share understanding Find Solutions

10 Minutes

(2) Multidisciplinary teams• Form the multidisciplinary teams (Number)• Share your key understandings from each and everyone’s

perspective, and your best solutions• Make sense of the situation, understand the problem• Form your collective 2025 vision of the ideal online shopping

journey that will facilitate the user’s life and shopping experience


10 Minutes

(3) Ideate revolutionary/disruptive solutions for your 2025 Vision• A story to present your 2025 Vision

• What’s your story• Draw the journey

• User, need, insight• Solution at every step of the process

• Solutions to make the 2025 e-commerce experience ideal


10 Minutes

Bravo for bringing

Design Thinking to

ActionPresent RecapAll pros together In teams share

understanding Find Solutions

Share your stories of the online shopping experience for the consumers in 2025


10 Minutes

Congratulations!

Conclusion of the exercise• Many opportunities to create value• Product offering, distribution channels and value proposition

are changing• Solutions and alternatives to create significant impact though

user experience exist• Design Thinking is a tool that supports that• The process in place, the tools used, the methods applied,

can all be adapted to any problem, to any organisation• Shopping is being and is going to continue living a major

disruption in its form, nature, and delivery• Will you take that human centred perspective and seize one of

the many opportunities highlighted through the workshop?


Remember the three question that we had aimed for at the beginning of the workshop?• What is my understanding of design thinking?• Where do I think I could use design thinking? To tackle which

problem? To (re)design which existing or new product/service/process? For existing or new customers?

• What do I need to put design thinking in practice? Knowledge? Practice? Team members?

Think about it Discuss it during the networking

Write your thoughts, Co-Build the

understanding

Upcoming Design Thinking Event• Formation: Déclencher et accélérer

l’innovation par le Design Thinking• Objectives

• Discover• Experiment• Master

• November. 23 &24 from 9am to 5pm• $1,495 + taxes• In French• Co-Hosted by:

• Laurent Simon• Niels Billou

• Link for more information

http://www.hec.ca/ecole-des-dirigeants/formations/seminaires/declencher-et-accelerer-innovation-design-thinking.html

NetworkingWine, Cheese and Interactions

Thank you!

If you have any questions, feel free to: - Connect on LinkedIn

- Send me an email [email protected]


mailto:[email protected]