Design Thinking

SAUG Canberra Conference | Hyatt Hotel, Canberra

March 2014

What is all the fuss about?

Paul Hawking
Victoria University

Everybody is talking about it

A developer needs to be
curious and also develop
empathy for end users

Design Thinking is not new

1969

1973

1987

1992

2009

Technology Priorities
Rank

Top 10 CIOs Technology Priorities 2007

Top 10 CIOs Technology Priorities 2013

Business Intelligence applications

Analytics and Business intelligence

Enterprise Applications (ERP, CRM etc)

Mobile technologies

Legacy modernisation

Cloud computing (SaaS, Iaas, Paas)

Networking, voice and data communications

Collaboration technologies (workflow)

Legacy modernisation

Server and storage technologies

(virtualisation)
Security technologies

IT management

Service Oriented Architecture

Customer Relationship Management (CRM)

Technical infrastructure management

Virtualisation

Document management

Security

Collaboration technologies

ERP Applications

10

Gartner

Integrate

Optimise

Informate

Integrate

Innovation
Informate

Optimise

The Goal of Design Thinking is Innovation

1 Exceptional Idea
10 Great Ideas
100 Good Ideas
1,000 Ideas

What is Design Thinking?

Design Thinking is an approach to
innovation. It lets us discover opportunities,
inspire potentials, and create successful
solutions that meet human needs, add
business value, and are technically
feasible. Design Thinking Community
.
An approach to solving design problems by
understanding users needs and developing
insights to solve those needs.

Differnet Approach
Business Thinking
Business schools tend to focus on Inductive thinking (based on
directly observable facts) and Deductive thinking (logic and
analysis, typically based on evidence)
Design Thinking
Design schools emphasize Abductive thinking (imagining what
could be possible). This new thinking approach helps us challenge
assumed constraints and add to ideas, versus discouraging them.
Proctor & Gamble CEO A. G. Lafley
Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week

Design Thinking Focus

Human Centred innovation
Focus on people/customers and their NEEDS not on specific
technologies or other conditions
Innovating at the intersection of BUSINESS, TECHNOLOGY and
PEOPLE
The USER is the one who to decide if a product or service should
exist or be established

Business
Viability
Design
Thinking

People

Technology

Desirability

Feasibility

Goal > Solution through rapid prototyping

Design Thinking Process

Design Thinking Pillars

INTERDISCIPLINARY TEAMS

of T-shaped people.

Team composition

Multi-disciplinary teams in a Design Thinking Workshop consist of 4

to 6 participants in each team, e.g.:
(Lead / Team Coordinator): Business, Process or Project
Management background
Technology (non-IT) background
Technology (IT) background Applications, Mobile, Analytics,
Web etc
Sociology, Psychology, Anthropology background
Human Resources, Marketing, Controlling background

THE DESIGN THINKING APPROACH

SCOPING

360
RESEARCH

Problem Definition
Project Plan

Data

SYNTHESIS

IDEATE

Insights
Design Principles

PROTOTYPE

Ideas
Concepts

VALIDATE

Prototypes

Scoping
SCOPING

360
RESEARCH

SYNTHESIS

IDEATE

PROTOTYPE

VALIDATE

What are you trying to achieve?

Identifying the right challenge to solve
Quick research to gain common understanding of challenge
Identify stakeholders
Plan project based on the phases of the Design Thinking
approach

3600 Research
SCOPING

360
RESEARCH

SYNTHESIS

IDEATE

PROTOTYPE

VALIDATE

Research, Discover, Explore and Capture

Understand users/stakeholders expectations and motivations
(insight & empathy)
Gather market information
Research analogous situations
Caution; say do think feel

Synthesis
SCOPING

360
RESEARCH

SYNTHESIS

IDEATE

Understand and gain insights

Storytelling
Capturing key points
Clustering and prioritization
Identifying needs and motivations
Creating personas or points of view

PROTOTYPE

VALIDATE

Synthesis - POV
Coming up with a POV
Point of View
POV = User + Need + Insight
The Point of View is one sentence that
creates an image in your mind. Based on
an understanding of a user group and an
insight into a specific need, it narrows the
focus and makes the problem specific.

Template:

[Attributed user] needs (to) [Position]

because [Insight]
Example:

The Department Supervisor needs time with

customers, since knowing who they are
enables her to optimize her ordering plan.

Ideate
SCOPING

360
RESEARCH

SYNTHESIS

IDEATE

PROTOTYPE

VALIDATE

Ideation
Brainstorm ideas to generate as many ideas as possible
Cluster your ideas
Prioritize ideas for the upcoming prototyping phase
Moves from problem space to solution space

Prototype
SCOPING

360
RESEARCH

SYNTHESIS

IDEATE

PROTOTYPE

VALIDATE

First step to actually feel an idea

Aims to develop quick prototypes for the user to play with
Show the solution through the Users eyes
Use role play storyboards
Fail early and Fail often
Develop low and high fidelity prototypes

Validate
SCOPING

360
RESEARCH

SYNTHESIS

IDEATE

PROTOTYPE

VALIDATE

Get feedback from end users

Checking feasibility of ideas with stakeholders
Gathers feedback on concepts and prototypes
Checks feasibility, viability, and desirability with users
Incorporates feedback and iterates the prototype

Summary

Paul Hawking
SAP Academic Programs Director
Associate Professor
Information systems Discipline
College of Business
Telephone: +61-3-99194031
Email
Paul.Hawking@vu.edu.au

@Paulhawking #SAPVU