Entrepreneurship Chapter 06 Homework Ideo Builds Its Whole Culture Around Play

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Lecture Notes

Chapter 6: Using Design Thinking

Learning Objectives

• Define design thinking.

• Demonstrate design thinking as a human-centered process focusing on customers and

their needs.

Notable Quote

• “Design is about making intent real…. When you design, something new is brought into

the world with purpose.”

Design Thinking Defined

• Design Thinking: Process most commonly used to solve complex problems, navigate

Design Thinking in Action

• Anna Haupt and Terese Alstin, Founders, Hövding

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Haupt and Alstin, who were university students at the time, set out to find out why people

didn’t like wearing the conventional bicycle helmet and discovered some interesting insights.

Through anonymous questionnaires, they found that one of the main reasons was not as much

to do with safety as with vanity; many respondents said bicycle helmets made them “feel

geeky”; that they messed up their hair; and they were awkward to carry around.

Haupt and Alstin concluded it was not people’s attitudes that needed to change, but the

Design Thinking Is A Human-Centered Process

• feasibility—what can be possibly achieved in the near future;

• viability—how sustainable the idea is in the long term; and

• desirability—who will want to use or buy the product or service.

Notes:

Before business feasibility and economic sustainability are considered in the design process, the

Human-Centered Approach

Notes:

A good example of an organization that has successfully achieved this balance is Nintendo.

Rather than competing with other gaming companies which were focusing on graphics and

consoles, Nintendo used new technology to create the Nintendo Wii. Through innovative

Instructor Resource

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Critical Thinking Questions

• What do you think was the main catalyst for Haupt and Alstin to design a new bicycle

helmet?

• 2. How would you describe the creative process of designing something that doesn’t

exist?

• 3. What are some ways for an entrepreneur to go beyond convention to design a

product to appeal to a particular market?

Notes:

Empathy in Design Thinking

• Enhances networking

• Plays role in effective leadership

• Promotes team building

• Helps us understand not only how, but why people think and feel as they do.

Notes:

In Chapter 2, we introduced the concept of empathy as one of the five skills essential to the

Instructor Resource

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have noticed that every variation of design thinking described in this chapter considers

empathy to be a core element of successful design. Developing our empathic ability allows us to

The Design Thinking Process

• Inspiration (Empathize)

• Ideation (Create)

• Implementation (Test)

Notes:

Inspiration is the problem or opportunity that stimulates the quest for a solution. It starts with

a broad problem, or what is called a design challenge. A design challenge should not be too

narrow at this point, nor should it be too broad. You want to have the freedom to imagine but

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Three Phases of Design Thinking

Notes:

Adapted from Tim Brown, “Design thinking,” Harvard Business Review, (June 2008, pp 84-92); T.

Three Phases Defined

• Inspiration—What is the problem?

• Ideation—How might we solve the problem?

• Implementation—How can we make it better?

Critical Thinking Question

IDEO’s Brainstorming Rules

• Defer judgement

• Encourage wild ideas

• Build on the ideas of others

Divergent vs. Convergent

• Divergent thinking: Opens our minds to possibilities i.e. the practice of play

• Convergent thinking: Moves us from abstract to concrete; from openness to

understanding

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Notes:

The design thinking process is based on two main types of thinking called divergence and

convergence. Divergent thinking allows us to expand our view of the world to generate as

many ideas as possible without being trapped by traditional problem solving methods or

predetermined constraints. This is a similar concept to the practice of play, which frees the

Observation and Insight

• Observation: The action of closely monitoring behavior and activities

• Insights: An interpretation of an observation that provides a new understanding

Notes:

Insights often generate ideas for new products or services that we didn’t even know we

needed. For example, how many of us have thought aloud, “Do you know what I really need?

An invisible bicycle helmet!” Yet, some of the greatest innovations of today have fulfilled a need

that we had no idea we had, such as the Internet or the iPhone. In fact, even the most boring

tasks can trigger the most illuminating of insights.

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Nine Dimensions of Observation

Notes:

Observation is another skill that requires practice. The more we practice observation, the

higher the likelihood of us generating new, meaningful insights. There are nine dimensions of

The Five AEIOU Dimensions

Notes:

Another technique used in design thinking is the AEIOU framework: an acronym for Activities,

Environments, Interactions, Objects, and Users. This is a framework commonly used to

categorize observations during fieldwork. The AEIOU framework is similar to the nine

Interviewing to Identify Needs

• Who do you want to interview?

• Determine intention/purpose

• Prepare open-ended questions

Notes:

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Begin by briefly stating the purpose of your interview. Take notes throughout, and if you are

intending to also audio record the interview, make sure you ask permission first. Remember to

Peel the Onion for Deep Understanding

Notes:

Remember, your goal here is to learn as much as possible – you’re not selling to the person

The Empathy Map

Notes:

One of the most useful ways to efficiently record the information from an interview is by

completing an empathy map. An empathy map which is a tool that helps you collate and

integrate your observations in order to discover surprising or unanticipated insights. It is a

useful way to put yourself in the shoes of someone else and allows you to uncover unmet

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Designing for Growth

• What is?

• What if?

• What Wows?

• What works?

Notes:

What is encourages the entrepreneur to explore the current reality of the problem; What if

encourages you to imagine all of the possibilities without regard to the reality of the ideas;

Critical Thinking Questions

• How can you design collaboratively and inclusively when resources are highly unequal?

• 2. Design thinking requires incorporation of user feedback and possibly scrapping your

original designs. Have you ever had to throw away work you’ve spent weeks or months

on and start over? Would you perceive this as progress or failure?

Notes:

As a class project, Stanford graduate students Rahul Panicker, Jane Chen, Linus Liang and

Naganand Murty had been designing an intervention for at-risk babies low enough in cost to be

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Standford Design School “Five Phases” Process

• Empathy

• Define

• Ideate

• Prototype

• Test

Notes:

Stanford Design School Five Phases of Design Thinking

Empathy is getting out and talking to your customers directly