Natalie W. Nixon discusses design thinking and its principles. Design thinking is a problem solving process that transfers the methods designers use to solve problems to other fields. It involves understanding users, brainstorming solutions, prototyping ideas, and testing them. Nixon outlines 7 principles of design thinking: 1) start with understanding people and their needs; 2) view problems from the perspective of users; 3) allow for failure in prototyping ideas; 4) use stories as a strategic tool; 5) focus on properly framing problems; 6) innovative ideas often come from outside mainstream thinking; and 7) prototyping and experimentation are key to innovation.

1. LEADING
WITH
DESIGN
THINKINGEuropean Innovation Academy!
July 9, 2015
by Natalie W. Nixon, PhD!
Director of the Strategic Design MBA!
Philadelphia University!
www.philau.edu/strategicdesignmba/!
@natwnixon @PhilauSDMBA!
nixonn@philau.edu

2. WHAT IS DESIGN THINKING?
Natalie W. Nixon, Phd | EIA 2015

3. Empathy
Natalie W. Nixon, Phd | EIA 2015

4. design thinking: theory
observe
brainstorm
prototype
implement
Copyright 2011-2015 Natalie W. Nixon, PhD

5. design thinking: reality
understand
observe
ideate
prototype
test
Copyright 2011-2015 Natalie W. Nixon, PhD

6. “Design thinking transfers the
problem solving process that
designers use-
to the design of services,
experiences, processes…
& marketing strategies, financial
operations and management.”
-Natalie W. Nixon
Copyright 2011-2015 Natalie W. Nixon, PhD

7. Design thinking
is a
problem solving process.
Copyright 2011-2015 Natalie W. Nixon, PhD

8. design thinking
observe
brainstorm
prototype
implement
DESIGN THINKING :THEORY
under-
stand
observe
ideate
prototype
test
DESIGN THINKING :REALITY
Design thinking transfers the problem solving
process that designers use,
to the design of services, experiences,
processes… & marketing strategies, financial
operations and management.
ACCOUNTING… a design tool
SERVICES… can be designed
ORGANIZATIONS… a designed product
Copyright 2011-2015 Natalie W. Nixon, PhD
Empathy
Map creative strategies

9. Expanding Access + Growing Revenue
What problem am I
solving for my user?
EMPATHY:
Be user-centered
& start with people
& their latent
behaviors….
design thinking
RELATED
WORLDS:
Connect the
dots between
analogous
experiences…
What can hospitals
learn from the
Cheesecake
Factory?
PROTOTYPE:
Fail early & often by
testing services,
experiences &
processes in rough
draft form…
A pop-up retail
shop can actually
prototype a new in-
store experience!
Show us
AND
tell us J
STORY:
Facts are the
What;
Truth is the How &
Why of the What.
Stories are
truthtelling.
Natalie W. Nixon, PhD c.2015

10. DESIGN THINKING "
VS "
LEAN START UP?

12. DESIGN THINKING
1. Start With The User
2. “Iterate”
3. Heavy emphasis on
ideation & personas
4. BMC
5. More emphasis on
Qualitative Methodologies
LEAN START UP
1. Start With the Problem
2. “Pivot”
3. Original business idea is
beacon
4. BMC
5. More emphasis on
Quantitative
Methodologies
ideas
(build)
code
(Measure)
data
(learn)
under-
stand
observe
ideate
prototype
test
Natalie W. Nixon, Phd | EIA 2015

13. THE DESIGN LEGACY

14. “design is the art & science
of cutting cubes out of
fog”’- -LarryKeely,President,TheDoblinGroup
Natalie W. Nixon, PhD c.2015

15. Sabine Junginer,
Design as An Innovation Resource
Natalie W. Nixon, Phd | EIA 2015

16. Adapted from Central Office of Design
Natalie W. Nixon, Phd | EIA 2015

17. Image shared under creative commons license
Natalie W. Nixon, Phd | EIA 2015

18. Natalie W. Nixon, Phd | EIA 2015

19. WHY DESIGN THINKING?

20. UCAV
WHY?
volatile
uncertain
complex
ambiguous
www.philau.edu/strategicdesignmba
Natalie W. Nixon, Phd | EIA 2015

21. What is the solution?
What is the
problem?
What is the
opportunity?
shifts in thinking
Natalie W. Nixon, Phd | EIA 2015

22. new questions to answer…
What does
movement mean to
people today and
what do people
need?
How can we move
beyond delivering
services, to delivering
meaning?...
What does
ownership
mean?
How do we
make things
new and
desirable?
Natalie W. Nixon, PhD c.2015

23. functional
social
emotional
Natalie W. Nixon, Phd | EIA 2015

24. Natalie W. Nixon, Phd | EIA 2015

25. Romare Bearden’s Jazz Village

26. Natalie W. Nixon, Phd | EIA 2015

27. 7 PRINCIPLES WHEN LEADING
WITH DESIGN THINKING…

28. 1. START WITH PEOPLE FIRST
Natalie W. Nixon, PhD c.2015

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30. Natalie W. Nixon, Phd | EIA 2015

31. Natalie W. Nixon, Phd | EIA 2015

32. 2. WORM’S EYE VIEW RULES.!
Natalie W. Nixon, PhD c.2015

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34. Natalie W. Nixon, Phd | EIA 2015

35. Natalie W. Nixon, Phd | EIA 2015

36. Natalie W. Nixon, Phd | EIA 2015

37. 3. FAILURE IS AN OPTION!
Natalie W. Nixon, PhD c.2015

38. DRAFT- December 8, 2011
Natalie W. Nixon, Phd | EIA 2015

39. Natalie W. Nixon, Phd | EIA 2015
Creative Velvet Alliance (Estonia)

41. 4. STORY IS A STRATEGIC TOOL."
Natalie W. Nixon, Phd | EIA 2015

43. DOVE’S REAL BEAUTY SKETCHES
Natalie W. Nixon, Phd | EIA 2015

44. TAIWAN BANK
Natalie W. Nixon, Phd | EIA 2015

45. 5. PROBLEM-FRAMING IS
PRIORITIZED."
Natalie W. Nixon, PhD c.2015

46. 3
• HOW DO WE GET
PARENTS TO BUY
MORE TOYS?
• HOW DO WE SELL
MORE SHAVERS?
• WE’VE GOT TO
INCREASE OUR
MARKET SHARE IN
LAMPS.
• How do kids play?
• Why are men shaving
today?
• What is illumination?
Natalie W. Nixon, Phd | EIA 2015

47. Ellen Di Resta, 2007
Natalie W. Nixon, Phd | EIA 2015

48. 6. BRILLIANCE COMES FROM
THE MARGINS!
Natalie W. Nixon, PhD c.2015

49. Natalie W. Nixon, Phd | EIA 2015

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51. 7. PROTOTYPE & EXPERIMENT
Natalie W. Nixon, PhD c.2015

52. Natalie W. Nixon, Phd | EIA 2015

53. ① You Start With People First, And Their
Needs.
② Worm’s Eye View Rules.
③ Failure Is An Option
④ Story Is A Strategic Tool.
⑤ Problem-Framing Is Prioritized.
⑥ Brilliance Comes From The Margins
⑦ Prototypes & Experiments Are The
Root Of Innovation.
Natalie W. Nixon, PhD c.2015

54. Thank You!!
!Natalie W. Nixon, PhD!
@natwnixon
nixonn@philau.edu!
Editor:!
StrategicDesignThinking:"
InnovationinProducts,Services,ExperiencesandBeyond!
Natalie W. Nixon, Phd | EIA 2015