1.
Design Thinking &
Innovation
HOW TO APPROACH PROBLEM SOLVING WITH EMPATHY
Oscar Malpica, Envisioning Labs CEO
www.envisioninglabs.com

2.
Innovation and change management
professional with multi-industry experience in
business strategy, innovation management,
R&D, and digital storytelling. Passionate about
technology trends and exploratory innovation.
Past gigs: Microsoft, Canadian Chamber of
Commerce, Norske Skog, UN Volunteers, PLA.
ABOUT ME
exploratory innovation, R&D, digital storytelling

3.
We help organizations create new products or
services that add value to their brand through
systematic innovation methodologies and
the adoption of emerging technologies.
ABOUT ENVISIONING LABS
www.envisioninglabs.com
www.innovationlabs.ca

4.
An introduction to Design Thinking
How to develop an empathetic approach to problem solving
Transform ideas into products, services or experiences that create value
Learn how to seek innovation opportunities
Career advice for making your mark in the design community
YOU WILL LEARN
www.envisioninglabs.com

5.
What is innovation?
Jobs to be Done, Value Proposition Canvas
Design Thinking Methodology
Tools: VP Canvas, Empathy Map & HIT Matrix
Hands-on Design Exercise
Q&A
AGENDA

6.
Innovation
Act of generating more value for the customer
and the business by fulfilling a JOB TO BE DONE
better than anyone else“
”
What is innovation, really?
LET’S AGREE ON ONE THING
www.envisioninglabs.com

7.
JTBD is the higher purpose for which
customers buy products, services and
solutions“”
JTBD
Solution 1
Solution 2
Solution 3
Solution n
Improvement
Need satisfied
Jobs to be Done
FIRST THINGS FIRST
www.envisioninglabs.com

8.
Have light and warmth at home
JTBD
Fire
Candles
Electricity
Improvement
Need satisfied
JTBD:
Stars
Jobs to be Done
FIRST THINGS FIRST
www.envisioninglabs.com

9.
Value Proposition Canvas
LET’S BEGIN AT THE END
www.envisioninglabs.com

10.
Human-Centred Design
Creative approach for problem
solving that focuses in understanding
the people’s needs at the centre of
the issues to resolve
Design Thinking
It’s a methodology that utilizes a
human-centred approach to
systematically identify opportunities
for innovation
Design Thinking
HUMANS AT THE CENTRE
www.envisioninglabs.com

11.
Different faces, same process
Design thinking has evolved over the years and
different ‘versions’ of the methodology have
emerged. However at the very core, all these
versions obey to one simple rule: keep the
users at the core of your solutions
(human-centred design).
Stanford School of Design version
Design Thinking
COMES IN VARIOUS FLAVOURS
www.envisioninglabs.com

12.
Different faces, same process
Design thinking has evolved over the years and
different ‘versions’ of the methodology have
emerged. However at the very core, all these
versions obey to one simple rule: keep the
users at the core of your solutions
(human-centred design).
IDEO version
1 - Inspiration
2 - Ideation
3- Implementation
Design Thinking
COMES IN VARIOUS FLAVOURS
www.envisioninglabs.com

13.
Design Thinking
USED BY THE BIG GUYS
www.envisioninglabs.com

14.
Double-Diamond Approach
TWICE THE BLING!
www.envisioninglabs.com

15.
Double-Diamond Approach
TWICE THE BLING!
www.envisioninglabs.com

16.
Value Proposition Canvas
LET’S BEGIN AT THE END
www.envisioninglabs.com

17.
Value Proposition Canvas
LET’S BEGIN AT THE END
www.envisioninglabs.com

18.
Empathy Map
WALK IN THEIR SHOES
www.envisioninglabs.com

19.
Empathy Map
WALK IN THEIR SHOES
www.envisioninglabs.com

20.
Design Exercise
YOUR TURN TO INNOVATE
www.envisioninglabs.com

21.
Design Exercise
YOUR TURN TO INNOVATE
1 2 3 4
1. Empathize
2. Frame the problem
3. Ideate
4. Innovate
www.envisioninglabs.com

22.
Design Exercise
YOUR TURN TO INNOVATE
Canvas
HIT Matrix
GAINS:)PAINS:(
INSPIRATION (CARDS AGAINST HUMANITY)
1
2
3
4
1. Empathize
Populate the right side of the VP
canvas based on observations from the
video
2. Frame the problem
Transfer key pains and gains to the HIT
Matrix
3. Ideate
Use the *ahem* inspiration from “Cards
Against Humanity” to think outside of
the box
4. Innovate
Propose an innovation that optimizes
customer fit in the left side of the VP
canvas
www.envisioninglabs.com

23.
Heuristic Ideation Technique (HIT) Matrix
COMBINE 2 UNRELATED PRODUCTS TO SPARK IDEAS
HIT MATRIX
Luxury Business Hotel
Wireless Access Spa Services Personal Chef Concierge Executive Lounge
First Class Travel
Reclining Seats
Wireless Access
Reclining Seats
Spa Services
Reclining Seats
Personal Chef
Reclining Seats
Concierge
Reclining Seats
Executive Lounge
Reclining Seats
In-Seat Chargers
Wireless Access
In-Seat Chargers
Spa Services
In-Seat Chargers
Personal Chef
In-Seat Chargers
Concierge
In-Seat Chargers
Executive Lounge
In-Seat Chargers
Gourmet Meals
Wireless Access
Gourmet Meals
Spa Services
Gourmet Meals
Personal Chef
Gourmet Meals
Concierge
Gourmet Meals
Executive Lounge
Gourmet Meals
Personal
Attention
Wireless Access
Personal Attention
Spa Services
Personal Attention
Personal Chef
Personal Attention
Concierge
Personal Attention
Executive Lounge
Personal Attention
Fast Service
Wireless Access
Fast Service
Spa Services
Fast Service
Personal Chef
Fast Service
Concierge
Fast Service
Executive Lounge
Fast Service
www.envisioninglabs.com

24.
PAINS
(-)
GAINS
(+)
Heuristic Ideation Technique (HIT) Matrix
COMBINE 2 UNRELATED PRODUCTS TO SPARK IDEAS
www.envisioninglabs.com

25.
Innovation in Action
THINKING OUTSIDE OF THE BOX
https://youtu.be/iSs2KYs4Hfk
www.envisioninglabs.com

26.
Design Exercise
YOUR TURN TO INNOVATE
Ready?
www.envisioninglabs.com

27.
Design Exercise
YOUR TURN TO INNOVATE
Design a product or service that
improves the love life of single
Vancouverites
www.envisioninglabs.com

28.
Design Exercise
YOUR TURN TO INNOVATE
https://youtu.be/dgdVV_h7Ad4
Design a product or
service that improves
the love life of single
Vancouverites
www.envisioninglabs.com

29.
Design Exercise
YOUR TURN TO INNOVATE
Canvas
HIT Matrix
GAINS:)PAINS:(
INSPIRATION (CARDS AGAINST HUMANITY)
1
2
3
4
1. Empathize
Populate the right side of the VP
canvas based on observations from the
video
2. Frame the problem
Transfer key pains and gains to the HIT
Matrix
3. Ideate
Use the *ahem* inspiration from “Cards
Against Humanity” to think outside of
the box
4. Innovate
Propose an innovation that optimizes
customer fit in the left side of the VP
canvas
www.envisioninglabs.com

30.
Show & Tell
INNOVATION SHOWCASE
www.envisioninglabs.com

31.
Q&A
…AND DISCUSSION
Yes?
www.envisioninglabs.com

32.
Thank you
Oscar Malpica, Envisioning Labs CEO
oscar.malpica@envisioninglabs.com
www.envisioninglabs.com