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02016 CMC-Global (ICMCI) AP Hub Working Meeting, Beijing
Leveraging Your CMC
Design Thinking
-- Another Silver Bullet?
CMC Global Part Vice Chair & AP Hub Chair (2005 to 2011)
Partner, LSL Consulting Pte Ltd, Singapore
Liew Shin Liat 刘圣烈， CMC Singapore
24 June 2016
CEC.CEDA Beijing
1
Recap AP Management Consulting Forum: Uplift service innovation capability, enhance quality and efficiency
• Internet+ consulting: 8s platform, innovation, boosting
manufacturing, internet+ into traditional enterprises
• Geographical cooperation: Asia to share and contribute,
SMEs, cultural gap / challenge after meeting, Korean
experience / e-learning
• CMC certificate presentation
• Consulting & training: government support, CEC.CEDA
• 2016 most reliable consulting companies / man of the year
• Enterprises: talent building, consulting innovation model,
intelligence+ wisdom+ finance, external perspective &
innovation, internet finance
• To reflect and do: Leverage on untapped potential
(enterprises, consultants, trainers); Link East-West; Link
consulting+ education+ finance with Internet / platform1
2
Recap ICMCI AP Hub meeting:
• CEC: 5 Lows / 2 Highs
• AP Hub: information/recharge, new knowledge, AP family
• CMC Global: Reach (consultants), stronger hubs,
governance / board, volunteer / IMCs, financing, various
products and services
• AP Hub experience: learning/teaching – Break-through
strategy design, to act, projects/products available
• Consulting opportunities and update: China, Taiwan,
Japan, Korea, Singapore
2
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Entrepreneurship & Innovation
大众创业，万众创新
Mass entrepreneurship,
Public Innovation
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4
Simple definition of Innovation
• Innovation
• A new idea, device, or method
• The act or process of introducing new
ideas, devices, or methods
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Innovation comprises 3 key elements
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Design Thinking
• Design Thinking is a
creative method to
unpack and reframe
complex problems in
order to generate
innovative focused
solutions
• It is not an exact science because it
relies also on the unique capabilities
each of us have as human beings
• It applies a designer’s sensibility and
methods to problem-solving
• It begins with skills designers have
learnt over many decades, in their
quest to match human needs with
available technical resources within
the practical constraints of business
77
Design is a
sensual activity
and process to
convey a plan,
idea, product,
service, policy
and system
Except nature,
everything is
design
The essentials in life are all linked to design
88
Singapore Khoo Teck
Huat Hospital – long term
nursing care
Design in healthcare
9
Application of Design Thinking
• Country competitive master-plan: Singapore Design 2025
• Ministry of Manpower: process improvement of work permit
application
• Food & Beverage Industry: improvement of user experience
• Schools: training in Design Thinking
• Banking: User Interphase, User Experience Design etc
• Ministry of Health: 1) Review of Eldercare and long—term financing;
2) Improvement of medical bills presentation
• Architect and Construction: Design Thinking prior to building design
• Inland Revenue Authority of Singapore (IRAS): Improve user
experience of SMEs in paying tax
10
Quotable quotes
• Above all… good design must primarily serve people
— (Thomas J. Watson, Jr., IBM President, CEO and
Chairman 1952–71)
• I design for real people. I think of our customers all
the time. (Giorgio Armani)
• You cannot defend your design without knowing what
you're designing for / Great artists need great clients
(I. M. Pei)
• Change by Design （Tim Brown，IDEO Founder)
• "Businesspeople need to become designers. (Roger
Martin, Dean of Rotman School of Management,
Toronto)
10
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Application of Design thinking
Apple -- Product and
Store Design
Mayo Clinic -- Arm-chair for
drawing blood sample
Singapore Design Council –
Public Policies for Ageing
Gracefully
P&G Transformation & Innovation
11
Airbnb - Service
business model design
12
Design Thinking Consultants / Educators
• IDEO
• Fjord (Accenture)
• Lunar (McKinsey)
• Aqua Media
(Deloitte)
• IBM (in house
design thinking
model)
• Veryday
• Frog
• Gensler
• d-School
(Stanford)
• Rotman (Toronto)
• Experientia (Italy)
13
Design Thinking: 5 Stages
1.
Understand
Clients’ Deep
Needs
2. Define
Issue and
Design
Challenge
3. Ideate
Design
Concepts
4. Produce
Prototype
5. Test
Expand Focus Expand Focus
Separate : Expand & Focus
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• Conduct design research to understand what happens
during a particular experience and how people feel
about it.
• Build empathy with users & stakeholders
• Visual synthesis and analysis of your findings as an
Experience Journey
• Unpack the complexity of issues and make sense of
them as a framework of people, places and processes
over time
Stage 1 -- Understand Clients’ Deep Needs
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Empathy
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Interview
A interview B，B interview A
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Define design need – what does this girl need
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Define
Use verb
21
Define
If Henry Ford ask: what do you need?
A faster horse
Any color, as long as it is black
22
Interview
A interview B，B interview A
Deep needs
2424
Contextual interview
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From the users’ eyes
25
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On-site observation
2727
If you ask what users need
80-year old patient
Can。。。。。。With bread
cutter
2828
• People don’t do what they say they do
• People don’t do what we think they do
• People don’t do what they think they do
Do we know what exactly users do?
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• Personas
• Define issues and design brief
• User experience journey
Stage 2 – Define Issue and Design Challenge
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Personas
Extreme users
Perspectives / views
Design brief
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Personas
• Personas are research-
based fictional characters
that consolidate and
personify your
knowledge of different
stakeholders.
• What do you know about
him?
• What does he expect
from you?
32
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Personas
1.Height
2.Weight
3.Arm Length
4.Body Length
5.Shoulder
6.Bust
7.Waist
8.Hip
9.Leg length
33
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Persona
Extreme Users
Extreme Users
34
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Extreme Users
36
Examples of persona
•A busy business woman
•A grandpa who do not know internet
•A super-fan of hospital
•Smart strong lady
•Retired residence committee chairperson
•An elderly pregnant women with second
child-birth
•A shivering youth from distant province
•A young lady away from parents
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Examples of personas
37
Isolated Elderly
Unstoppable worker
Helpless volunteer
Slow living retiree
Engaged Elderly
Active Old Aged
38
Persons
Certain nutrition is very important for the health and
growth of girl
39
Personas
For a 16-year old Indian girl who has been transferred from another
school, the risk of human relationship is more important
than the health r
Design brief:
Eat healthily while making friends
40
Design brief
Write down your design brief
A，B
41
• Deep drive – brain-storming
• Sketching / visual
• Storyboard
• Stakeholder workshop
Stage 3 – Ideate Design Concepts
43
Brain-storming
43
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Brain-storming
45
Brain-storming
To have good ideas,
generate more ideas
46
• 3D prototype, service prototype, interactive prototype
• Low resolution / high resolution prototype
Stage 4 – Produce Prototype
47
How many of you would say you are creative？
48
Creative Confidence
49
Draw
A Baby
50
Draw
A Fish
51
Draw
A Consultant
52
Draw
Following me …
53
Draw the person on your left …
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Andy Lau by Liew Shin Liat
5656
5757
58
Stage 5 -- Test
• Iterative testing with shareholders.
•Understand what works and what can be
improved.
•Quickly filter out ideas that are less valuable,
and focus on those that make most sense.
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Test
Feedback
60
童年的记忆：看医生，打疫苗，拔牙，披头士迷
我 (1964，12 岁)
61
日本：小林旭
台湾：
费玉清
香港罗文
台湾：
小虎队中学吉他伴唱 (1967)
马来西亚：神圣乐队
音乐丰富了我人生体验与旅途
62
Next steps
• Reflect on the learning
• Siler bullet?
• Cultural issues
• Explore design thinking opportunities (e.g.,
healthcare, infrastructure, banking & finance)
• Share ideas/resource and win consulting
projects
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