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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
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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
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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
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Entrepreneurship & Innovation
大众创业，万众创新
Mass entrepreneurship,
Public Innovation
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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
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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
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Singapore Khoo Teck
Huat Hospital – long term
nursing care
Design in healthcare
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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
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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)
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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
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Airbnb - Service
business model design
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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)
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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
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Define
If Henry Ford ask: what do you need?
A faster horse
Any color, as long as it is black
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Interview
A interview B，B interview A
Deep needs
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Contextual interview
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From the users’ eyes
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On-site observation
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If you ask what users need
80-year old patient
Can。。。。。。With bread
cutter
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• 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?
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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
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Persona
Extreme Users
Extreme Users
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Extreme Users
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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
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Isolated Elderly
Unstoppable worker
Helpless volunteer
Slow living retiree
Engaged Elderly
Active Old Aged
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Persons
Certain nutrition is very important for the health and
growth of girl
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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
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Design brief
Write down your design brief
A，B
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• Deep drive – brain-storming
• Sketching / visual
• Storyboard
• Stakeholder workshop
Stage 3 – Ideate Design Concepts
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Brain-storming
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Brain-storming
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Brain-storming
To have good ideas,
generate more ideas
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• 3D prototype, service prototype, interactive prototype
• Low resolution / high resolution prototype
Stage 4 – Produce Prototype
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How many of you would say you are creative？
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Creative Confidence
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Draw
A Baby
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Draw
A Fish
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Draw
A Consultant
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Draw
Following me …
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Draw the person on your left …
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Andy Lau by Liew Shin Liat
5656
5757
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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
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童年的记忆：看医生，打疫苗，拔牙，披头士迷
我 (1964，12 岁)
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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
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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