Transformations of Design Thinking

Question 1

Evolutions of Design Thinking

Answer 1

Creative Problem Solving: People as Users (Ideation)
Sprint Execution: Better Solution (Execution)
Creative Confidence: People as Designers (Engagement)
Innovation of Meaning: Meaningful Direction (Envision)

DT is losing its origins of ideation to execution, engagement and envision.

Question 2

Explain Creative Problem Solving DT

Answer 2

People as Users (Ideation)

Aim: Solve problems
The capability of merging analytical thinking with intuitive thinking

Direction: Starts with a problem that is in the hands of the user

Focus on divergence - a lot of options, a lost of focus

Thinking/learning: Use of prototypes, increase awareness of what is thought (not to validade)

High adoption (81%) - mainly to innovate solutions (product, service, communication, experience)

Created in the 90s by Tim Brown (IDEO) and Roger Martin

Question 3

Explain Sprint Execution DT

Answer 3

Better Solution (Execution)

Challenge: Conceiving AND implementing solutions

Aim: Deliver products (5-day process)
First, individually say everything you think, then you are ready to listen

Direction: Users at the End
Listening the user is continuing, not a starting point
Users will rarely give some solution, only their reactions to the proposed solution

Learning: Through MVP (build just enough to learn)

Half adoptions -> mainly on digital agencies to innovate solutions (product, service, communication, experience)
Creative Problem Solving and Sprint Execution are competitors, interchangeable

Created in the 2000s by Jake Knapp (Google Ventures)

Question 4

Explain Creative Confidence DT

Answer 4

People as Designers (Engagement)

Challenge: Taking care of the organization in a more human way (people)

Aim: Nurture mindsets
Create confidence inside the organization by engaging people to deal with innovation

Direction: Co-design and co-develop, engaging them in the process itself to create and implement organizational transformation.
Usually, organizational transformation is implemented together with other aspects (strategy, solutions)

Learn by involvement

1/3 adoption -> Mainly on strategic consultant, not used by digital agencies (smaller projects)
Innovate people (culture, organization, processes)

Created in the 2010s by Tom and David Kelley (IDEO)

Question 5

Explain Innovation of Meaning DT

Answer 5

Meaningful Directions (Envision)

Moving the challenge from creating new solutions to changing the direction that should be pursued

Aim: Envision new directions to propose a meaningful experience to people
Overcrowded of ideas -> people ask to reduce the noise to find a clear direction

Direction: Inside-out, starts from the individual aspiration

Hard to learn from someone -> learn comes from cultural probe, own experience, outside experts

1/3 adoption -> design studies and strategic consultants
Innovation is homogeneous distributed (direction, people, solution). Direction change doesn’t come alone

Created in the 2010s by Roberto Verganti

Question 6

Transformation of consulting paradigm for DT

Answer 6

Europe and Italian data is aligned (CPS->SE=CC->IoM)

Highest growth comes from creative confidence DT (Y19 to Y20)

Question 7

Goals of each DT

Answer 7

Creative Problem Solving and Sprint Execution has similar goals

• Design new user experience
• Develop a new product or service
• Address specific user need

Creative Confidence:

• Increase collaboration among stakeholders
• Engaging and motivating employees
• -Designing new user experiences

Innovation of Meaning:

• Identifying and formulating a new vision
• -Develop new product or service
• -Design new user experiences