Design Thinking Workshop
in 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

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

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 Chessé
Why we need a user centered approach to value proposition and
business processes?
Insights from
the Experts
Hands on
experimentation
Key Note
Workshop
and its intent
Design
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
Insights from
the Experts
Hands on
experimentation
Key Note
Workshop
and its intent
Design
Thinking
Tel: 514-521-5733
4080,rue Wellington -310
Verdun, Qc, H4G 1V4
reussir@catalismtl.com
Presentations: 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 ?
Insights from the
Experts
Hands on
experimentation
Key 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 life
Mean: Innovate in their user experience
Viability
(Business)
Feasibility
(Technology)
Desirability
(Human)

Design Thinking as a tool,
an inspiration
to facilitate users’ lives
Design Thinking
Process
Success FactorsDefinition
Intent and
application
Mindsets
Integrating and facilitating
several types of
innovation:
Process Innovation
+ Functional Innovation
+ Emotional Innovation
= Experience Innovation
→ Design Thinking

Design thinking applied to New and Existing…
Design Thinking
Process
Success FactorsDefinition
Intent and
application
Mindsets
Offerings:
- Products
- Services
- Processes
Users:
- Clients
- Employees
- Partners
- Communities

What is the Design Thinking Mindset?
Design Thinking
Process
Success FactorsDefinition
Intent and
application
Mindsets

What is the Design Thinking process?
Looking, Understanding, Defining Making and Solving
Design Thinking
Process
Success FactorsDefinition
Intent and
application
Mindsets
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
Design Thinking
Process
Success FactorsDefinition
Intent and
application
Mindsets

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
Design Thinking
Process
Success FactorsDefinition
Intent and
application
Mindsets

Companies that have taken the design
thinking approach
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

Design Thinking in Practice
IKEA Vision for 2025
Videos
Insights from the
Experts
Hands on
experimentation
Key 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
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

Video - IKEA - the 2025 Kitchen - Solution
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

Video - What is Design Thinking at IBM
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

Local Insights
Design Thinking Applied
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking
Jonathan Dankoff
&
Emmanuel Verrier-Choquette

Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking
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 services
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking
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
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

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
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

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
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

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
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

Everyone has a specific role, behave like…
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking
• 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 space
Anthropologists
• 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 these
Story Teller

They are referred to as the:
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

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
Insights from the
Experts
Hands on
experimentation
Key Note
Workshop and its
intent
Design Thinking

(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
Present RecapAll pros together
In teams share
understanding
Find Solutions
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
Present RecapAll pros together
In teams share
understanding
Find Solutions
10 Minutes

Bravo for bringing
Design Thinking
to
Action
Present RecapAll pros together
In teams share
understanding
Find Solutions

Share your stories of the online shopping
experience for the consumers in 2025
Present RecapAll pros together
In teams share
understanding
Find Solutions
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?
Present RecapAll pros together
In teams share
understanding
Find Solutions

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

Networking
Wine, Cheese and Interactions

Thank you!
If you have any questions, feel free to:
- Connect on LinkedIn
- Send me an email edouard.ferron-mallett@hec.ca