Ideation Design Thinking

ENGR. CHRISTOPHER O. PACARDO

Professor II
Leaders Innovation Fellow Batch 5
Outline of Presentation
Problems that…..
Problems, Problems Everywhere...
1. Are poorly defined
2. Lack information to
define a solution
3. Has strong impact on
human needs
4. Has changing context /
situation
“ Design thinking is a human-
centered approach to innovation
that draws from the designer’s
toolkit to integrate the needs of people,
the possibilities of technology, and the
requirements for business success.

Tim Brown
Your Text Here British Industrial Designer
& President of IDEO
Contents
 Why Is Design Thinking Important?
Design Thinking It can help you or your team
Design Thinking is a design methodology surface unmet needs of
that provides a solution-based approach to the people you are creating
solving problems. It’s extremely useful in for.
tackling complex problems that are ill-
defined or unknown: It reduces the risk
associated with launching
by understanding the human needs involved, new ideas.

by re-framing the problem in human- It generates solutions

centric ways, that are revolutionary,
not just incremental.
by creating many ideas in brainstorming
sessions, and It helps organizations
learn faster.
by adopting a hands-on approach in prototyping
and testing.
Design Thinking IS NOT …
Only for the “creative” people or
product designers
A narrow equation to aesthetics
and craft

Just a brainstorming session

A “one day” process where

problems can be solved in 24
hours
A process to replace analytical
problem solving
A silver bullet for all types of
problems
BENEFITS Complements other problem
solving techniques
of Design Thinking
To solve human problems

Helps organizations to
become more innovative

To increase customer
satisfaction

To gain competitive
advantage
“ Design must reflect the
practical and aesthetic in
business but above all…
good design must primarily
serve people.

Thomas J. Watson
He was the Chairman and CEO of
Your Text Here
International Business Machines (IBM)
Contents
Industrial Applications of Design Thinking

Launched the mobile Retail stores designed

payments app around activities, not
(alternative to SB card). products.
Most profitable retail store per
Store lines move 10-20% faster square foot

Launched the Tide Changed product-based

PODS so customer model to a cloud-based
don’t have to measure. subscription model.
Estimated earning of $131 Creative Cloud software revenue
million in 2012 increased by 44% since 2013
“ Design is not what it
looks like. Design
is how it works.

Steven Paul Jobs

He was the Chairman, Chief Executive
Your Text Here
Officer, and Co-founder of Apple Inc.
Contents
Design Thinking: A 5-Stage Process

Emphatise Define Ideate Prototype Test

Stage 1: Research Your Users’ Needs
The first stage of the design
Emphatize thinking process that allows you to
understand the context of your
client’s problems.
Empathizing involves understanding
the audiences beliefs, needs, values
and challenges. You can do this by
listening, watching and engaging
with your customers and the world
around you.
 Emphatize: Immersion
Example: MRI for children SOLUTION:

Kid-friendly MRI.
Simple commands
MRI scans require a By immersing in … for a kid an MRI to get the scan
person not to move, the experience of a room must be very
but little kids cry and kid they learned stressful and a done accurately
move around. that … frightening experience. become part of an
adventure.
Emphatize: Observation & Engagement
Example: Airport lounge experience SOLUTION:

In the face of SilverKris Lounges designed

competition,
Through observing
Customers want distinct with “home away from
Singapore Airlines
and engaging with
personal spaces, home” experience. Brings
wants to create a greater personalized
consistent experience
their customers, staff
services, and a
Singapore Airlines in-flight
and management, experience to the lounge in
to stay as the world’s delectable selection of
designers learned …
most preferred airline. food and beverages. 15 cities.
Identifying and Naming the
Potential User
User Story
User Stories

• 3 aspects
• Written description of story used for planning/reminding
• Conversations about the story that serve to fill out details
• Tests that convey and document details & can be used to determine
when a story is complete
• Represent functionality that will be valued by users
Writing Stories
• Customer writes stories
• Written in language of business to allow prioritization
• Customer is primary product visionary
• Good stories are
• Independent
• Negotiable
• Valuable to users or customers
• Estimatable
• Small
• Testable (INVEST)
 Independent
• Stories that depend on other stories are difficult to prioritize
and estimate
• Example:
• A company can pay for a job posting with a Visa card
• A company can pay for a job posting with a Mastercard
• A company can pay for a job posting with an American Express card
 Negotiable

• Story cards serve as reminders not contracts

• Details need to be fleshed out in conversation
• Story cards should have a phrase or sentence to serve as
reminder to have conversation & notes about conversation
Valuable

• Both to people using the software and paying for the software
• Avoid stories valued only by developers (make the benefits to
customers/users apparent for these stories)
• Example
• “All connections to the database are through a connection pool” could
be rewritten as “Up to 50 users should be able to use the application
with a 5-user database license”
Estimable
• 3 common reasons why story might not be
• Developers lack domain knowledge
• Get details from customer
• Developers lack technical knowledge
• Perform spike to explore technology
• Story is too big
• Split the story into smaller ones
 Small
• Easy to use in planning
• Split compound & complex stories
• Combine too small stories
Testable
• Can’t tell if story is done without tests
• Aim for most tests to be automatable
Story Responsibilities (Researchers/Developers)

• Help the customers write stories that

• Are promises to converse rather than detailed specs
• Have value to the users or the customer
• Are independent
• Are testable
• Are appropriately sized
• Describing the need for technology/infrastructure in terms of
value to users or customers
• Have the conversations with the customers
Story Responsibilities (Customers)

• Writing stories that

• Are promises to converse rather than detailed specs
• Have value to users or to yourself
• Are independent
• Are testable
• Are appropriately sized
• Have the conversations with the developers
• What’s the hardest part about______________?
• Can you tell me about the last time that happened?
• Why was that hard?
• What, If anything, have you done to solve that problems?
• What don’t you love about the solution’s you’ve tried?
• What role would play in implementing the solution?
• What do you think of our proposed solution?
Carmelita Rejano-Reyes
Owner of Rejano’s Bakery
Santa Cruz, Marinduque
Question:
What’s the hardest part about
Arrowroot processing?

Answer:
The hardest part about ginger
processing is the extraction of
starch from its rhizome. It takes 3
days to extracts the starch and 11
days to recover a dried starch.
Question:
Can you tell me about the last time
that happened?

Answer:
It happens every time we are
processing arrowroot. The last time
was yesterday.
Question:
Why was that hard?

Answer:
It is hard because it very heavy and
hard to push and pull the log for 3
days just to extract the 9 -11%
starch in the rhizome.
Question:
What, If anything, have you done to
solve that problems?

Answer:
We have created and develop a
grinding machine that helps us
extract the arrowroot starch but it
does not work.
Question:
What don’t you love about the
solution’s you’ve tried?

Answer:
It does not work.
Question:
What role would play in
implementing the solution?

Answer:
We can be your collaborator in
testing your proposed solution and
we will promote the solution to our
organization.
Question:
What do you think of our proposed
solution

Answer:
It is excellent since it can extract 60
kgs of arrowroot in just one hour
and recover the starch in just one
day. It also increases the recovery
from 11% to 16%.
Stage 2: State Your Users' Needs and Problems
Process what you have learned
Define from your audience. Define the
challenge you have been given, by
finding insights, connections
and patterns which will help you
move towards the solution. The
‘Point of View’ sums up insights
and clarifies the needs of the
audience.
Define
Point of View (POV)

POV = user + need + insight

I am a college student and I hate folding
laundry because I can’t seem to fold it the right
way.
Developing a strong POV can be challenging
Getting it right is very important as it will shape the future of
the project
Stage 3: Challenge Assumptions and Create Ideas
Designers are ready to
Ideate generate ideas as they reach the
third stage of design thinking. The
solid background of knowledge from
the first two phases means you can
start to “think outside the box”,
look for alternative ways to view the
problem and identify innovative
solutions to the problem statement
you’ve created.
 Ideation Will Help You:
Ideation Ask the right questions and innovate
with a strong focus on your users,
their needs, and your insights about
them.
Step beyond the obvious solutions and
therefore increase the innovation potential
of your solution.
Bring together perspectives and
strengths of your team members.

Uncover unexpected areas of

innovation.

Create volume and variety in your

innovation options.

Get obvious solutions out of

your heads, and drive your team
beyond them.
 An Idea Takes Shape
The original idea was to get academics and industry types into a room,
and then the ‘magic will happen,’ and I never thought that was going to work.
I had a front-row seat to over 400 commercialization projects, and the
common cause for failure was the people were creating
solutions for problems that nobody cared about.
That’s what we needed to change.

Errol Arkilic
Founder and Lead Program Director
Your Text Here
for the National Science Foundation (NSF)
Contents
Innovation Corps (I-Corps) Program
ACADEME
Ideation Methods
Diverge Converge

Create Make
Choices Choices

Divergent Method Convergent Method

1. Initial Exploration 1. Prioritization Map
a. Brainwriting 2. Affinity Map
b. Problem Brainstorming (Nyaka) 3. Idea Evaluation
c. Sharing Brainstorming NHK Method)
2. Pushing Boundaries
a. SCAMPER (Substitute, Combine,
Add, Modify, Put to another use,
Eliminate, Reverse)
b. What If?
Ideation Tools and Techniques

1.Brainstorming
- SCAMPER
2. Lateral Thinking
3. Attribute Listing
4. Matrix Analysis
Ideation Tools and Techniques
1. Brainstorming

• Brainstorming is a popular tool that

helps you generate creative
solutions to a problem. It can be
done individually or by group.
Ideation Tools and Techniques
1. Brainstorming
Rules for Good
Brainstorming
• Choose a RECORDER
• NO CRITICISM Allowed!
• Work for QUANTITY
• HITCHHIKING WELCOME!
• Freewheeling Encouraged!
Ideation Tools and Techniques
1. Brainstorming
Technique for
Brainstorming
S - ubstitute
C - ombine
A - dapt
M - inify
M - agnify
P - ut to other Uses
E - liminate
R - everse
R - earrange
SCAMPER
Think about substituting
part of your
S Substitute
product/process for
something else.
SCAMPER

Think about combining two

or more parts of your
C Combine
product to achieve a
different product/process.
SCAMPER

Think about which parts of

the product/process could
A Adapt be adapted change the
nature of the
product/process.
SCAMPER
Think about changing part or
Modify
all of the current situation, or
M Magnify
Minify
to distort it in an unusual
way.
SCAMPER
Think of how you might be
Put to
able to put your current
P other
Uses solution/ product/process
to other purposes
SCAMPER
Think of what might
happen if you eliminated
various parts of the
E Eliminate
product/process/and
consider what you might
do in that situation.
SCAMPER
Think of what you would do if
part of your product/process
worked in reverse or done in
R a different order. What would
you do if you had to do it in
reverse?
SCAMPER Idea Generic Example

Substitute Vegetarian hot dogs

Combine Musical greeting cards

Adapt Snow tires

Modify Scented crayons

Magnify Industrial Fan

Minify Mini-Fan

Put to other use Towel as fly swatter

Eliminate Cordless telephone

Rearrange Vertical stapler

Reverse Reversable clothing

Ideation Tools and Techniques
2. Lateral Thinking

-- Thinking outside the box!

-- Solving Problem through
indirect and creative approach.
-- It is about reasoning that is not
indirectly obvious and about
ideas that may not be obtainable
by using only traditional step by
step logic.
Let’s do Lateral Thinking
Exercises!
You are driving down the road in your
car on a wild, stormy night, when you
pass by a bus stop and you see three
people waiting for the bus
•Knowing that there can only be one
passenger in your car, whom would you
choose?

•An old lady who looks as if she is about to

die.
•An old friend who once saved your life.
•The perfect partner you have been
dreaming about.
Answer:
• The old lady of course! After helping the
old lady into the car, you can give your
keys to your friend, and wait with your
perfect partner for the bus.
• There is a mute who wants to buy a toothbrush. By imitating
the action of brushing one’s teeth he successfully expresses
himself to the shopkeeper and the purchase is done. Now if
there is a blind man who wishes to buy a pair of sunglasses.
How would he express himself?
Answer

He just has to open

his mouth and ask!
•A man is born in 1972 and dies in
1952 at the age of 25. Explain.
Answer

• He was born in room number 1972 of a

hospital, and dies in room number 1952...
 Ideation Tools and Techniques
3. Attribute Listing
• Components, features, characteristics, functions, makeup,
property, parts.
• Identify each component of the invention-area, product or
object, or each element of a process or system
• Describe the functions of each component/element, its
purpose and reason for its choice
• Consider every attributes of the component/element.
 Ideation Tools and Techniques
4. Matrix Analysis
 Very simple systematic Ideation Tools
 It sets up a matrix within which ideas can
originate or take form.
Matrix Analysis

Component Feature Characteris functions Problem

/Part tics
Stage 4: Start to Create Solutions
This is an experimental phase,
Prototype and the aim is to identify the
best possible solution for each of
the problems identified during the first
three stages. Design teams will
produce a number of inexpensive,
scaled-down versions of the product
(or specific features found within the
product) to investigate the problem
solutions generated in the previous
stage.
Stage 5: Try Your Solutions Out
Testing or the ‘Execute’ phase helps
Test you understand what works and what
doesn’t. Leading you to find solutions
and more about your audience.
Prototypes that succeed give positive
results, alternatively you may find that if
the prototype fails you will need to
redefine the problem or go back and
listen to the audience again. Testing
will help you develop improved and/or
advanced prototypes.
Activity 2
Group yourselves and talk about the titles of the Technology you will present in the
Technopreneurship.

List the technologies and present it to me after 1 hr.

Identify 3 users of each technology listed.

There should be 3 titles of technology per student, meaning for a group with 3 members
there should be 9 Titles that you will present with corresponding 3 users per title.
Activity 3: (Group Activity)
Profiling and survey to the users of the technology
selected.
Activity 3: (Group Activity)
Make an Empathy Map of an existing technology that is related to the technology you want to create or
develop.
Activity 3: (Group Activity)
Costumer Journey Map

Observe a customer/user, then make a customer journey map of he/she doing with the product he/she
purchase or acquire.
Activity 4: (By Group)
Design a WALLET that is useful and meaningful for your partner.
1. What questions would you ask your group mates? Write it down.

2. Take down notes of your groupmates response. Remember to observe,

listen and emphasize what they says.
Activity No. 5 (By Group)
1. Decide what will be the technology the group will do.
2. Design the technology you will make using SCAMPER Method.
3. Select the most innovative one.
4. Make a report of the design of the technology you have selected.
a) Write its Components, features, characteristics, functions, makeup, property, parts.
b) Identify each component of the invention-area, product or object, or each element of a process or
system.
c) Describe the functions of each component/element, its purpose and reason for its choice.
d) Consider every attributes of the component/element.

Components/ Feature Characteristics functions Problem

Parts
Activity 6: (Group activity)
1. Draw the prototype of your technology
a. It should solve at least one (1) of the problems that you identified in activity 5.
Sources
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pF1hSbMb9ufy8JicDzvBr8
 https://www.feelingpeaky.com/design-thinking/
 https://hbr.org/2013/05/why-the-lean-start-up-changes-everything
 https://blogs.berkeley.edu/author/sblank/
 https://steveblank.com/tools-and-blogs-for-entrepreneurs/#startup-tools
 https://www.interaction-design.org/literature/article/what-is-ideation-and-how-to-
prepare-for-ideation-sessions
 https://www.ideou.com/blogs/inspiration/what-is-design-thinking
Thank you
ENGR. CHRISTOPHER O. PACARDO
Professor II
Bicol University
Email: [email protected]