Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn

Design Thinking in
the Real World
moSTUDIO
THE COVE | LUNCH + LEARN | SEPT 2017

We are Magnum Opus Studio
We design human-centered
products, services, experiences and
strategies, with a focus on
innovations that make life better.
moSTUDIO

MO Studio | Design Thinking in the Real Worldmo 3
Who is Magnum Opus Studio?
Susan Metros - Technology Executive & ICF Certiﬁed Coach
35+ years as a professor, innovator, designer & technology executive across Higher Ed
John Lai - Design Thinking & Industrial Design Veteran
Ex-IDEO industrial designer & innovation strategist delivering on award winning for 25+ years
Sue Tan - Human-Centered Innovation Expert
Ex-IDEO senior design researcher & strategist with extensive global experience
Jeff Scheire - Business Strategist & Organizational Design Guru
Ex-Deloitte strategy & org design consultant & capabilities developer at US Air Force
Dennis Wang - Cross-Pollinating Engineer & Intrapreneur
15+ years innovating as a business developer & change agent in start-ups & enterprises

moSTUDIO
We’re saving up for an airstream…

Or better yet…

We have a powerful blend of backgrounds in human-
centered product and service design, organizational and
educational development, user research and insights,
business strategy and process development.
1
We cross-pollinate ideas, having worked across diverse
industries, types of organizations (start-ups, medium and
large corporations) and in global markets.
2
We use a tested creative approach to help clients
challenge the status quo with optimism, collaboration,
and make social and business impact.
3
We are allergic to suits and pantsuits.4
We are not your typical management consultants…

Some of the clients we’ve served in our careers...
SINGAPORE GOVERNMENT

What industries are you all from?…

• Build empathy and knowledge
• Understand context
• Get analogous inspiration
• Imagine the possibilities
• Iterate and refine ideas
• Prototype and test solutions
• Make strategy tangible
• Design for the real world and users
• Set your organization up for success
PHASE 1 PHASE 2 PHASE 3
INSPIRATION DEVELOPMENTEXPLORATION
Our Human-Centered Innovation Process

MO Studio | Design Thinking in the Real Worldmo
We see challenges through three lenses…
10
TECHNOLOGY
(feasibility)
How might we create useful,
effective, appealing and
meaningful solutions to
compete in the market?
How might we create
profitable, scalable and
sustainable models?
What are the advantages and constraints of available
resources and capabilities?
PEOPLE
(desirability)
BUSINESS
(viability)

TECHNOLOGY
…and design solutions at the overlap
11
And gets here.
INNOVATION
Human-centered
innovation starts here...
PEOPLE BUSINESS

Insights
UNCOVERING PEOPLE’S UNMET NEEDS AND VALUES
Our Core Competencies
12
Design
DEVELOPING HUMAN-CENTERED SOLUTIONS
Strategy
DISTILLING CHOICES AND DEFINING ACTIONS
Innovation
BUILDING INTERNAL CREATIVE CAPABILITIES

Human-Centered 
Innovation
Insights
DesignStrategy
Innovation
We create new value for clients across the cycle of innovation,
from research and opportunity definition, to prototyping,
development, and implementation.

Design Thinking 101
Innovate through Insight
Experiment to De-risk
Set Yourself Up for Success
TODAY’S
PLAN

source: fastcodesign.com
We are all innate designers…
mo MO Studio | Design Thinking in the Real World 16DO NOT DISTRIBUTE WITHOUT PERMISSION
Learn by observing
Trial-and-error
Tinkering
Building
Making
Visualizing
Storytelling

Creative problem solving has
always been key to our survival…
But somewhere along the way it
became a specialized skill.

Design has evolved beyond a way of making
into a way of thinking…

Design has gradually gained recognition as a
powerful competitive advantage and tool for
innovation.

Traditional processes are falling short in the
face of the world’s “wicked problems”...
source: UN General Assembly 2015

Left brain “thinking”
Flawless planning and proof
Rational and structured
Focused on analysis
Dealing with well-defined problems
Mistakes are not tolerated
Arms length customer research,
aggregate data
Vertical capabilities
The Design Thinking Mindset
Business Thinking Design Thinking Creative Thinking
Left & right brain “doing”
Enlightened trial & error
Switching at will between rational &
structured to a more emotional and
intuitive
Iterating between analysis and
synthesis
Dealing with ill-defined problems
Mistakes are learning experiences
Deep customer immersion,
individual stories & behaviors
Interdisciplinary collaboration
Right brain “feeling”
Spontaneous inspiration
Emotional & intuitive
Focused on synthesis
Dealing with undefined problems
There are no mistakes
Tap individual or collective
consciousness
Visionary genius

Everything is designed (intentionally or not)…
MEDIA + COMMS EXPERIENCES + PROCESSES CULTURE + ORG
PRODUCTS INTERACTIONSBRANDS

But good design is built on deep understanding of the
big picture and the details that matter…
TECHNOLOGY
INNOVATION
PEOPLE BUSINESS

Good design is interdisciplinary.
interaction designer
engineer
architect
psychologist
business designer

Good design is intuitive.

Good design is intelligent.

Good design is iconic.

Good design is irresistible.

There are a gajillion versions of the design thinking process…

Here are the constants…
1. Comfort with ambiguity
2. Starting with right questions vs assumed answers
3. Divergence & convergence
4. Dedicated time for curiosity & tinkering
5. Time to get tangible (no more words)
6. Rapid iteration towards a tested solution

31
UNDERSTAND DEFINE
TEST +
ITERATE
IDEATE PROTOTYPE DESIGN
INSPIRATION EXPLORATION DEVELOPMENT
Applying Human-Centered Design
mo MO Studio | Design Thinking in the Real World DO NOT DISTRIBUTE WITHOUT PERMISSION

INNOVATE THROUGH INSIGHT.
PHASE 1. INSPIRATION

Google can build knowledge but not empathy... get out there!
Get out.
If you can find it on google, so can your
competitors. Get outside your usual sphere
of influence and world.

DEFINE
TEST +
ITERATE
• Build user empathy via ethnographic-style interviews
• Observe natural behaviors & contexts of use
• Dig deep into values, emotional drivers, conflicts
• Question your assumptions & hypotheses
• Discover unmet needs, pain-points,“workarounds”
• Learn from analogous examples in outside industries
ACTIVITIES
• Research Plan
• Notes, Key User Stories & Quotations
• Visual Documentation
OUTPUTS
UNDERSTAND

Discover insights that
lead to actionable
opportunities.
Trends and data only tell part of
the story. To achieve truly break-
through ideas, dig deeper to
understand people’s values,
behaviors, unmet needs, pain-
points and emotional drivers.
IN-CONTEXT ETHNOGRAPHIC STUDIES
Getting up close & personal with current or potential users in the context of their real lives to
build empathy, discover unheard stories, and deeper insights about their needs, choices, and
emotional drivers as consumers.
PAIN-POINTS & WORKAROUNDS
In the absence of solutions, people create
their own “workarounds” to achieve desired
outcomes. (Red flags for unmet needs!)
“UNFOCUS” GROUPS
Taking to groups of users in casual, relaxed
settings to facilitate natural conversations and
honest opinions (vs. traditional focus groups).
INSPIRATION EXPLORATION
SHADOWING & OBSERVATIONS
Walking through processes or experiences
with people to understand their needs and
considerations “in-the-moment”.
DEVELOPMENT

What can surgical teams learn from
racing pit crews?
GO BEYOND “MAINSTREAM” TO
LEARN FROM EXTREMES:
“Extreme Users” often reveal
insights around emerging behaviors
and needs that may become
mainstream in the future.
(i.e. Tiny home movement, Gluten-free diets)
LOOK BEYOND TYPICAL
BENCHMARKS FOR ANALOGOUS
INSPIRATION:
Odds are, your competitors have
many of the same inputs and
definitions of success. To be a trail
blazer, look where others did not
think to find solutions.

Gather business
insights upstream
and in-field to
increase the viability
and feasibility of an
idea.
Assumptions and business models
should be tested among potential
stakeholders in the ecosystem you
are designing for.
ECOSYSTEM MAPPING
Understand the critical stakeholders,
influencers, and enablers, and the
dynamics of major relationships at
play.
VALUE/SUPPLY CHAIN ANALYSIS
Consider the entire life cycle of an idea,
and look for points along the value &
supply chain where you can design the
strongest competitive advantages.
VALUE PROPOSITION TESTING
Take various “sacrificial concepts” out
into the field to test a range of value
propositions and their potential
impact on consumers.
BUSINESS MODELING
Explore the potential strengths and
weaknesses of different business
models and variables.

UNDERSTAND DEFINE
TEST +
ITERATE
• “Download” & share research learnings amongst team
• Look for patterns across interviews and observations
• Distill learnings down to what matters most
• Identify key points that impact your design/business
• Identify key unmet needs that need to be supported
ACTIVITIES
• Key Insights
• Landscape of Opportunity Areas
• Frameworks: User Behavior Types, User Journey, etc.
• Design Principles
OUTPUTS

Frameworks help simplify
complexity
There are countless factors and variables
that affect the ecosystem you are
designing for. As you synthesize and distill
your learnings, create frameworks to
summarize the important contexts that are
fundamental to your success.
BEHAVIOR TYPES
To understand the landscape of potential customers or users,
think about the different types of behaviors that characterize
different modes or use or need. You may want to target specific
types, or tailor offerings to different types.
OPPORTUNITY AREAS
In the wide realm of possible offerings, where did you identify
and observe the most need that played to your strengths and
would result in a competitive advantage and differentiation?
USER JOURNEYS
Successful ideas do not just consider a one dimensional
moment of use but an entire holistic chain of experiences,
from building awareness and discovery, all the way to
customer loyalty and repeat use.

EXPERIMENT TO DE-RISK.
PHASE 2. EXPLORATION

Get real.
Time to stop talking and get tangible, but don’t
jump to conclusions yet. Fail often and upstream in
your process to learn what works/doesn’t work.

UNDERSTAND DEFINE
TEST +
ITERATE
PROTOTYPE DESIGN
• Identify which opportunity areas you want to take further
• Brainstorm, go wide, get visual, build on interdisciplinary
ideas in a judgment free space
• Synthesize ideas, see where there are points of gravity
and cluster them into concepts areas
• Prioritize which concepts areas are worth exploring
further
ACTIVITIES
• Brainstorm Ideas
• Prioritized Concept Areas
OUTPUTS
IDEATE

BRAINSTORMING RULES!
(check yo’ self before you wreck yo’ brainstorm)
Stay focused on topic.
Defer judgment.
Encourage wild ideas.
Go for quantity.
One conversation at a time.
Build on the ideas of others.
Be visual.

UNDERSTAND DEFINE
TEST +
ITERATE
DESIGN
• Create/build rapid rough prototypes and mock-ups
• Have enough to be able to test and compare a
range of options and ideas
• Play with them to explore and identify fails vs. ideas
with potential
ACTIVITES
• Initial Concept Directions to prototype
• A range of rough prototypes
• Communication/story of the intent of each
prototype for user feedback
OUTPUTS
IDEATE PROTOTYPE
PROTOYPE SPACES
PROTOTYPE SERVICE + COMMS
PROTOTYPE PRODUCTS
PROTOTYPE EXPERIENCES

47
Exploratory Prototypes are…
- Useful to test any form of an idea (not just products)
- Rough and representative (not polished or literal)
- Meant to be tried, tested, played with (not precious)
- Tangible expressions that can be shared for feedback and reaction (instead of just
words or abstractions)
- Iterative tools, learning from making rapid errors and corrections (not final solutions)
- Decision making tools, based on first-hand experience of what works and doesn’t
(instead of assumptions)
- Good way to prevent over investing in early, untested ideas.
mo MO Studio | Design Thinking in the Real World DO NOT DISTRIBUTE WITHOUT PERMISSION

SET YOURSELF UP FOR SUCCESS.
PHASE 3. DEVELOPMENT

Get checked.
You know too much and are too invested to realize
red flags. You need a fresh outside perspective to
give you a reality check.

UNDERSTAND DEFINE PROTOTYPE DESIGN
• Think about what design assumptions you want to test
• Create a test guide or plan that includes the key questions
and points you want feedback on and the types of people
who would provide useful opinions
• Recruit test users
• Observe people using/interacting with your concept with
minimal instruction to see how intuitive it is
ACTIVITIES
• User Test/Feedback Plan
• Document User Feedback
• Concept Iterations
OUTPUTS
IDEATE
TEST +
ITERATE

UNDERSTAND DEFINE PROTOTYPE
• Decide on your final design direction
• Produce your design
• Work with key stakeholders to ensure the design
support necessary criteria (people, business, tech)
• Document and communicate the story around your
design, it’s valuable proposition, and the end-to-end
user experience journey
ACTIVITIES
• Concept Design & Visualization
• Concept Story and User Journey
OUTPUTS
IDEATE
TEST +
ITERATE
DESIGN
Moments That Matter
Threshold
-
ence
Navigate
Reward ex-
loration
Pause
-
logue
Market District Journey
Set the Tone
Upfront
Encourage Breadth
and Depth
Pause
Create a New Way
Of Evaluating
Seed opportunities to
Communicate
Find a Voice Through
Open Dialogue
Interim Presentation 12/19/07
Introduction / GE Framework / Format Frameworks / Consumer Segmentation / Positionings / Moments / Next Steps
• Business Strategy
• Implementation Plan

DESIGN
THINKING
Get smart. Get real. Get checked.
More fun, open and creative
Aligns teams around a shared
experience & vision
Collective process to continually
challenge status quo
Better chance of long term success

Download Free PDF: www.designkit.org dschool.stanford.edu/resources
Some additional Design Thinking rabbit holes…

moSTUDIO
KEEP OPTIMISTIC
AND
INNOVATE

Thanks for listening &
let’s keep in touch!
We love long walks on the beach,
or inspiring chats in hipster cafes.
sue@themostudio.com
jeff@themostudio.com
www.themostudio.com

Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn

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