design thinking for social innovation at ie

Social Innovation at IE

Design Thinking

Design Thinking for Social Innova4on

1. Introduction

2. Design Challenge & Empathy. Tool 1: Empathy maps

3. Define. Tool 2: Personas

4. Ideate. Tool 3: Diverge (brainstorming) & converge (selection)

5. Wrap-Up

Empathy Define Ideate Prototype Test

How might we provide drinkable water to low income rural communi4es?

How might we provide non-‐financial services to our microfinance users?

How might we provide premature baby incuba4on solu4ons to the BoP?

o Higher Price - transportation

Beyond anecdotes…

Credit: Flickr user MeanestIndian (used under CC license)

Base of the Pyramid as a Market

Item Dharavi Warden Road Premium

Credit (annual interest) 600 – 1,000% 12 – 18% 53X

Water (per cubic meter) $1.12 $0,03 37

Phone call (minute) $0.04 - $0.05 $0.025 1.8

Diarrhea medication $20.00 $2.00 10

Rice (per kg) $0.28 $0.24 1.2

Source, Prahalad, CK, The Fortune at the Bottom of the Pyramid (p.36)

Base of the Pyramid as a Market

Theore4cal Pareto Efficiency Fron4er

(Given technology, c.p.)

Income at the

Top of the Pyramid

Inefficient Equilibrium curve Due to Market Failure

Income at the

BoMom of the Pyramid

0

New Efficiency Fron4er Technological Improvement

NGO

Social enterprise addressing

Market Failure

Social enterprise promo4ng

Technological improvement

Social Entrepreneurs pushing the fron4er

Income at the

Top of the Pyramid

Income at the

BoMom of the Pyramid

0

Redistribu4on of Value (NGO)

Crea4on of Value (Enterprise)

Social Entrepreneurs pushing the fron4er

The path we’re about to walk

Blurry beginning Traditional design process

The path we’re about to walk

Explore

What are we going to need to walk this path?

• Different Processes That incorporate both users and crea4ve tools and skills

• Different Tools Observa4ons, mind maps, personas

• Different Skills Divergence, judgment delays, Convergence

Customer Driven Innova4on

• Mul4disciplinary Teams

• Dedicated Spaces • Finite Timeframes

Design Thinking Process

Empathy

Define

Ideate Prototype

Test

Converge vs. Diverge

Focus

Flare

Human Values (Desirability)

Business (Viability)

Technology (Feasibility)

The three lenses of human centered design

Evolu4onary Revolu4onary

Incremental Evolu4onary

New Offerings

Exis4ng Offerings

Exis4ng Users

New Users

Not all innova4ons change the world

What next?

1. Introduction




5. Wrap-Up


Focus

Flare

Iden4fy a Design Challenge

Start the design challenge with an ac4on verb such as “Create”, “Define”, “Adapt”, etc. Or phrase the challenge as a ques4on star4ng with: “How can...?”


• How might we empower youth to become cri4cal thinkers and designers of their own future?

• How might we inspire young people to cul4vate their crea4ve confidence?

• How might we increase social impact while enhancing our value proposi4on?


• Recognize exis4ng knowledge • Iden4fy people to speak with • Who is your end user?

Empathy is when you feel what the other person is feeling. When you can mirror their expressions, their opinions, their hopes.

What is empathy?

How designers approach empathy?

• Without judgment

• With a beginner’s eyes

• Curious • Op4mis4c

• Respec_ul

Expose. Observe. Engage

Let’s Prac4ce

Let’s Prac4ce a bit more

Understand the WHOLE experience

Use Empathy Maps

Empathy: Ac4ve listening Interviews/Story telling

How might we design the ideal wallet?

The challenge for this exercise

Interviewing with Empathy

Quotes & defining words Thoughts & Beliefs

Ac4ons & Behaviors Feelings & Emo4ons

Empathy: Debrief

What is the most relevant learning you gained from the empathy exercise?

What next?

1. Introduction




5. Wrap-Up


Focus Flare

Reframe the point of view

• A unique, concise reframing of the problem that is grounded in user needs & insights

• Understand the experience • Iden4fy user, reveal the needs, ar4culate insights

• Reframe the problem into a new point of view

Why should I define a user?

Because usually something that tries to work for everyone doesn´t works very well for anyone.

Because if you don´t know who you are designing for, you won’t know what characteris4cs are fundamentally necessary and what are merely a secondary benefit.

Focus on the user, his/her needs and insights.

What user will you design for?

Things you need to write to create a persona

• Name

• Age

• Gender

• Marital Status

• Kids

• Hobbies

• Draw their face

• Work/Study

• Likes/Dislikes

• Service context

• Quotes

• Personality traits

• Goals

User/ Persona: An example

Typical user of our supermarket

Name: Emma

Last Name: Peterson

Age: 75

Profession: Stay home mom Marital Status: Widow Children: 2 daughters, 1 son and 5 grand children Hobbies: …

Personality traits: … Product/Service context: … Goals in life: …

Focus on the user, his/her needs and the insights

User Need Insight

Why?

Let’s see an example. Meet Ms. Peterson …

“Ms. Emma Peterson” is being interviewed by a designer trying to gather informa4on to design a beMer customer experience for a supermarket.

Designer: Ms. Peterson, could you tell me a liMle bit about yourself?

Ms. Peterson: My name is Emma Peterson, I’m 75 years old, I was married for 35 years but my husband passed away two years ago. I have three children who are grown ups now and I have 5 grand children.

Designer: What do you come to this supermarket for?

Ms. Peterson: I come to buy food and cleaning products.

User/Persona

Need

Let’s see an example. Meet Ms. Peterson…

Designer: Could you describe the last 4me you came?

Ms. Peterson: Sure. It was just yesterday. I woke up in the morning and I realized that although I had a lot of food in the fridge I didn’t have freshly baked bread which I buy daily. I came down from my home, which is right around the corner from here, got my bread and returned home.

Designer: Why don’t you buy frozen bread that you can bake at home? Wouldn’t that be more convenient?

Ms Peterson: I guess so… But then I’d have nothing to do in the mornings. Coming to the supermarket is a reason to go out, get some fresh air.

Insight

Challenge User/Persona

Need (verb, acKon)

Superficial reason Insight

How might we increase customer loyalty to a supermarket?

A 75 year old widow with 2 daughters, 1 son and 5 grandchildren

Needs to buy food and cleaning products

To have freshly baked bread every day

Because she doesn’t have much to do and she enjoys having one reason to go out from her house every single day

To keep her family well fed when they come to visit her

Because she wants to feel that she is s4ll important to her family.

To get first hand informa4on from the shop assistant about the products

??????

Insights for Ms. Peterson

Iden4fy areas of opportunity

How might we… Build a customer experience that will make Ms. Peterson feel that she is s4ll ac4ve?

Build a customer experience that will make Ms. Peterson feel that she is s4ll important to her family …?

Build a customer experience that will …?

What next?

1. Introduction




5. Wrap-Up


Focus Flare

Idea4on Goals

• Making sense of data

• Iden4fying paMerns • Defining opportuni4es • Crea4ng solu4ons

7 Brainstorming Principles

• Defer Judgment • Encourage wild ideas

• Build on the ideas of others • Stay focused on topic

• Be visual • One conversa4on at a 4me

• Go for quan4ty

Stay focused and go for Quantity!

Idea4on: Brainstorming exercise 1

Vote using selec4on criteria

“Most likely to succeed”! Place two votes on the ideas that you think most effectively address the challenge"

“Most likely to delight”! Place two votes on the ideas that would delight customers the most"

“Most breakthrough/Innovative”!

Place two votes on the ideas that are most innovative"

What next?

1. Introduction




5. Wrap-Up


Focus Flare

Fail early & omen

$ Cost of an error

Project timeline Launch

Prototype, fail and learn early and cheap

Too late to fail

A prototype will make your ideas real

What does it look like?

How does it work?

How does it feel like?

Prototype Forms

• Models

• Storyboards • Role-‐Play • Diagrams / Mindmaps

A few examples Prototype Finished Product/Service

Elmo’s iPhone Application

Kitchen

Nurses at Keiser Permanente Hospitals

It’s never easy You might need many pilots, tests and itera4ons before you come

up with the product that fascinates your costumers.

Where can you learn more?

• IE Business School • IDEO.com

• dschool.stanford.edu • rotmandesignworks.ca

• The Hub • The art of innova4on, Tom Kelley • Change by design, Tim Brown

“The most interesting part I see in competition is that it gives people a feeling that they are valued and have

meaning, that they are as capable, as gifted and as talented as anybody else…”

Paul Kagame, President of Rwanda

THANK YOU! Social Innovation at IE

[email protected]

design thinking for social innovation at ie

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