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TEACHING TEAM
PROF. DR. FALK PHILIPP FRIEDERIKE CHRISTOPHE BORIS FRIEDRICH
UEBERNICKEL SKRIBANOWITZ HOFFMANN VETTERLI MILKOWSKI
DESIGNTHINKING@UNISG.COM
WWW.DTHSG.COM DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DESIGN THINKING
METHOD 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 MILKOWSKI
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FOR WHOM IS DESIGN
THINKING SUITABLE?
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
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WORKSHOP OF HSG STUDENTS WITH THEIR CORPORATE PARTNER
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

HUMAN - CENTERED
INNOVATION
 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.
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SOURCE: IDEO
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

ITERATIVE DESIGN
PROCESS
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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SOURCE: STANFORD UNIVERSITY, ME310
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

(RE)DEFINE
THE 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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DENTAL CARE
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

NEEDFINDING &
INSTANT EXPERTISE
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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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

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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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

PROTOTYPE
START BUILDING!
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.
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DESIGN THINKING | UNIVERSITY OF ST. GALLEN

TEST
SHOW, DON‘T TELL!
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.
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USER TESTING
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

THE VISIONARY
STATEMENT
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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WHY DON‘T YOU WRITE YOUR VISIONARY STATEMENT HERE!
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DESIGN THINKING
METHOD
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
FUNKY
PROTOTYPE
DARK
HORSE FUNCTIONAL
PROTOTYPE PROTOTYPE
CRITICAL X-IS
FUNCTION FINISHED
PROTOTYPE PROTOTYPE
DESIGN
SPACE FINAL
EXPLORATION PROTOTYPE
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DIVERGING PHASES
DESIGN CRITICAL DARK
SPACE FUNCTION HORSE
EXPLORATION PROTOTYPE PROTOTYPE
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CONVERGING PHASES
X-IS
FUNKY FUNCTIONAL FINISHED FINAL
PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DESIGN SPACE
EXPLORATION
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?
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

CRITICAL FUNCTION
PROTOTYPE
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
SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

DARK HORSE
PROTOTYPE
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?
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DARK HORSE PROTOTYPE: “BUDDY AUGMENTED”
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

FUNKY
PROTOTYPE
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”
SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

FUNCTIONAL
PROTOTYPE
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”
SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

X-IS FINISHED
PROTOTYPE
X
TIME 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”
SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

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”
SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

SUCCESS
SOURCE: DEUTSCHE BANK AG
STORY
FROM PROTOTYPE TO SERVICE
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.
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FINAL PROTOTYPE: “MEIN ZUKUNFTSPLANER”
SOURCE: DEUTSCHE BANK AG
SOURCE: DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

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
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

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.
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

EMBEDDED
DESIGN THINKING*
* DEVELOPED IN COOPERATION
WITH DEUTSCHE BANK
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.
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THE BENEFITS OF EMBEDDED DESIGN THINKING
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
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

“ INNOVATIONS ARE ALWAYS THE EASIEST SOURCE
DIFFERENTIATION AND COMPETITIVE ADVANTAGE.
OF
BUT HOW TO GET STARTED?
DESIGN THINKING PROVIDES AN EXCELLENT APPROACH TO
UNDERSTAND AND SOLVE CUSTOMERS’ NEEDS. FOR US, IT IS
NOT ONLY A PROCESS – IT IS A MINDSET TO FIND VALUE
INNOVATIONS FOR OUR CUSTOMERS.
„
MARCO MUELLER, SENIOR PRODUCT DESIGNER
INNOVATION DIVISION BLUE OCEAN
HAUFE-LEXWARE
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“ THROUGH DESIGN THINKING WE LEARNED HOW TO
SYSTEMATICALLY DEVELOP INNOVATION FOR OUR CUSTOMERS
– A CRUCIAL ASPECT TO SUPPORT THE VALUES OF OUR BRAND
PHILOSOPHY.
DESIGN THINKING IS A FIXED PART OF OUR INNOVATION
PROCESS, ENABLING US TO DESIGN PROGRESSIVE SOLUTIONS
OF TOMORROW.
„
MAXIMILIAN PÜHLER & HUBERT FISCHER
PROJECT MANAGEMENT ADVANCE DEVELOPMENT CAR IT
AUDI
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

“ A VERY MOTIVATED STUDENT TEAM, AN OPEN TARGET AND
SUPRISING YET RELEVANT RESULTS THAT WE CAN BUILD ON.
HIGHLY RECOMMENDED!
„
ROBERT JANSEN
DIRECTOR INNOVATION
BALL PACKAGING EUROPE
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“ EMBEDDED DESIGN THINKING ALLOWS OUR EXPERTS AND
INNOVATORS TO INTERACT WITH HIGHLY DYNAMIC AND
CREATIVE DESIGN TEAMS TO CREATE GREAT SOLUTIONS FOR A
NEW CUSTOMER EXPERIENCE.
„
KATHARINA BERGER
BRIDGEHEAD OF DESIGN THINKING @ DB
DEUTSCHE BANK AG
DESIGN THINKING | UNIVERSITY OF ST. GALLEN

INVITATION
BETTER BETA
DESIGN THINKING
COMMUNITY
CONFERENCE
09. – 10. SEPTEMBER 2011, LÜNEBURG
UNIVERSITY OF ST. GALLEN X LEUPHANA UNIVERSITY LÜNEBURG
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