The presentation is a part of my preparation to understand Design Thinking for which I undertook a course in Coursera by University of Virginia's Jeanne Liedtka
Course name: Design Thinking for Business Innovation! https://www.coursera.org/course/designbiz
4. What is?
What is? What if? What wows? What works?
Interviews
Observations
Design Tool: Journey Mapping.
Very valuable to uncover hidden
opportunities to create better value
4
5. What is?
Design Tool: Journey Mapping.
Very valuable to uncover hidden
opportunities to create better value
Hatch & Bloom rode with food service
employees who delivered the meal,
accompanied to homes, watched as
clients prepared food,
added ingredients,
set the table,
and then finally ate the meal
Interviewed supervisor of the food
preparation process.
What is? What if? What
wows?
What
works?
Public Service Kitchen is a low status
job = demoralized & unmotivated
kitchen employees
5
6. The Good Kitchen Story
Denmark
Address the problems of employees
producing the meals
Scope Broadened
Lets Redefine, Shall we?
6
7. New Problem Statement
Seniors receiving the meal and kitchen workers had a set of
emotional needs that were not being met
Disconnection
Alienation
Social stigma of being dependent for meals and other such personal needs.
Who was providing help.
Not being able to make decisions even for their food choices.
Hated eating alone – reminder of no family around.
Less they enjoyed the meal – their appetite decreased
7
8. New Problem Statement
Seniors receiving the meal and kitchen workers had a set of
emotional needs not being met
Disconnection
Alienation
Disengaged workers made low cost boring meals day after day
Low self esteem prevented them from trying anything new
Some positives though:
Very responsible & capable
Good sense of seasonal preferences
Customized their meals by adding spices or home grown vegetables
They really did care
8
10. Design Tool: Co-Creation.
Ownership, engagement & better
ideas
What is? What if?
What
wows?
What
works?
What if?
Inviting key stakeholders into the design process.
Who was delivering the food?
The descriptions boringly read: livers, potatoes
& sauce
Q2
10
12. What is?
What if? What wows?
What
works?
What wows?
Design Tool: Co-Creation.
Prototyping
Use same grp to test ideas rather than generate
them.
3 different versions of the
menu – asked workshop
participants which they
liked and also stuff like
colors they favored;
whether they preferred
photos or illustrations.
Design Tool: Visualization.
Make it tangible and concrete. Draw a
picture, tell a story, take a photo, make a
map..
Makes an abstract idea more clear,
visible & concrete & understandable
Don’t just talk about different options, show different options.
12
14. What is? What if? What wows?
What
works?
What works?
Testing prototypes with different combinations & ways of
presenting the food with actual customers
Packaging design changes: Modular meals
New Uniforms
New Name: Good Kitchen
New Communication Channels between seniors and kitchen
workers: newsletters, comment cards14
The 4 sequential questions that take us on a journey through an assessment of:The current reality (what is?);
The envisioning of a new future (what if?);
The development of some concepts for new business opportunities (what wows?); and
The testing of some of those concepts in the marketplace (what works?).
The process of Design Thinking begins with data gathering: at the outset of the design process, designers gather a great deal of data on the users for whom they would like to create value. They mostly do this through ethnographic methods, such as experience mapping, rather than traditional methods, such as focus groups and surveys. Farther along in the process, designers make their new ideas concrete (in the form of prototypes) and go out and collect better data from the real world in a process that is hypothesis-driven. That is, they treat their new ideas as hypotheses to be tested. They surface the assumptions underlying their hypotheses and test them, usually looking for the kind of behavioral metrics that will allow them to iterate their way to improved value propositions.
The municipality of holstebro invited Danish innovation co. Hatch & Bloom to fix the menu.
What is – digging deep into seniors behaviors, needs and wishes thru Observation(living situations, unarticulated needs). Approach: enthnographic
Design Tool: Journey Mapping: Traces the Journey of a customer as they experience a product or a service. It pays attention to the job to be done.
What is – digging deep into seniors behaviors, needs and wishes thru Observation(living situations, unarticulated needs). Approach: enthnographic
Design Tool: Journey Mapping: Traces the Journey of a customer as they experience a product or a service. It pays attention to the job to be done.
Seniors: Social stigma of being dependent for meals and other such personal needs.
Also, who was providing help. 1st Pref: family or friend. 2nd pref: hire someone. Last option: govt.
Not being able to make decisions – eg. What to eat was the 2nd most imp thing to seniors after taking care of their personal hygiene.
Hated eating alone – reminder of no family around.
Less they enjoyed the meal – their appetite decreased
Highlight the positives here
What if: Enlisting a broader list of stakeholders to understand the nature of challenges and co-create the important stakeholders
Design Tool: Co-Creation: Inviting key stakeholders into the design process.
What if: Enlisting a broader list of stakeholders to understand the nature of challenges and co-create the important stakeholders
3 different versions of the menu – asked workshop participants which they liked and also stuff like colors they favored; whether they preferred photos or illustrations.
What if: Enlisting a broader list of stakeholders to understand the nature of challenges and co-create the important stakeholders