1.
DESIGN THINKING 101
Summer Meeting | August 2017
Presented by Bill Bulman

2.
What Is Design Thinking?

3.
What Is Design Thinking?

4.
- John E. Arnold, Stanford University in 1958
“Questioning and fantasy are two
prime requisites of the creative
personality.”

5.
“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, CEO, IDEO

6.
“Design thinking is making organizations
think about how to move faster with
iterative speed.”
- John Maeda, Former Head of MIT Media Lab

7.
Design Thinking Then

8.
Design Thinking Then

9.
Design Thinking Now

10.
Design Thinking Now

11.
A B
Project Expectations

12.
A B
Project Expectations

13.
A B
Project Reality

14.
A B
Project Reality

15.
A B
Project Reality

16.
A B
Design Thinking Led Projects

17.
A B
Design Thinking Led Projects

18.
TECH CENTRIC
from
HUMAN CENTRIC
to

19.
How does design thinking make
projects more successful?

20.
How does design thinking make
projects more successful?
INNOVATION
TRANSFORMATION
+
PROJECT RISK
SCOPE CREEP
+

21.
Design happens whether you’re aware
you’re doing it or not paying attention.
Nothing is undesigned. Things are
badly designed, well designed, and all
points between.
Design happens rather there is a trained
designer involved or not.

22.
Empathize Ideate
Define
Prototype
Test
5 Steps of Design Thinking

23.
Understanding Users
EMPATHIZE

24.
User understanding IS NOT defined by user stories.
SMEs ARE NOT users
Empathize
CXD ACTIVITIES
• 1:1 Interviews
• Ethnography
• Contextual Inquiry
• Surveys

25.
Reframing The Problem
DEFINE

26.
Defining a POV
1. Who are our users?
2. What is their unmet need?
3. Why is this insightful?
CXD ACTIVITIES
• Alignment Workshops
• Co-Creation Design Studios

27.
Reframing the POV
Powers of 10: http://bit.ly/1gn7Jxb

28.
Beyond Basic Brainstorms
IDEATE

29.
Keys Values of Ideation + Brainstorming
Quickly generate lots of ideas
Gather a team into a physical space
Get clients or stakeholders to buy into the design process
CXD ACTIVITIES
• Information Architecture
• Design Concepting
• Customer Journeys

30.
Get Smarter, Faster
PROTOTYPE

31.
Prototypes Help Us
1. Work through design challenges
2. Communicate concepts
3. Sell an idea/concept
4. Gauge technical feasibility
5. Test usability
CXD ACTIVITIES
• Low-Fidelity Prototyping
• High-Fidelity Prototyping

32.
Early and Often
TEST

33.
The Rules of Usability Testing
1. It doesn’t necessarily have to be scientific
2. It doesn’t have to be expensive
3. Testing a few users is better than none
4. We ARE NOT smarter than our users
CXD ACTIVITIES
• Usability Testing

34.
Traditional Development Processes

35.
Discover Plan Build Review
Waterfall
Process
SPRINT 1
Discover
Plan
Build
Review
SPRINT 2
Discover
Plan
Build
Review
SPRINT 3
Discover
Plan
Build
Review
SPRINT 4
Discover
Plan
Build
Review
Agile
Process
Traditional Development Processes

36.
Discover Plan Build Review
Waterfall
Process
SPRINT 1
Discover
Plan
Build
Review
SPRINT 2
Discover
Plan
Build
Review
SPRINT 3
Discover
Plan
Build
Review
SPRINT 4
Discover
Plan
Build
Review
Agile
Process
Traditional Development Processes
Discover

37.
Discover Plan Build Review
Waterfall
Process
SPRINT 1
Discover
Plan
Build
Review
SPRINT 2
Discover
Plan
Build
Review
SPRINT 3
Discover
Plan
Build
Review
SPRINT 4
Discover
Plan
Build
Review
Agile
Process
Traditional Development Processes
Discover
Discover Discover Discover Discover

38.
Agile Process with Design Thinking

39.
Agile Process with Design Thinking
SPRINT 4
Discover
Plan
Build
Review
Agile
Process
SPRINT 3
Discover
Plan
Build
Review
SPRINT 2
Discover
Plan
Build
Review
SPRINT 1
Discover
Plan
Build
Review
SPRINT 0
Empathize Ideate
Define
Prototype
Test

40.
DESIGN THINKING
BEHAVIORS

41.
Be
Optimistic

42.
Collaborate

43.
Embrace
Ambiguity

44.
Learn
From
Failure

45.
Make
Others
Successful

46.
Take
Ownership

47.
Talk Less,
Do More

48.
Resources
Learn more about Centric’s CXD offering on Centricity.
Explore Design Thinking framesworks on GDrive.
Join our #Design@Centric on Slack.

49.
QUESTIONS?