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Design Thinking: Mindset, Skill set, and Toolset in Cultivating Innovation Culture
พราวพรรณราย มัลลิกะมาลย21 ตุลาคม 2560 สถาบันเพิ่มผลผลิตแหงชาติ
บริษัท อารทิพาเนีย จำกัดArtipania Co., Ltd.
พราวพรรณราย มัลลิกะมาลย CEO and Creative Lead
My passion is... to help people learn & change behavior. A Designer, Teacher, ResearcherStanford/UCL/Arch Chula alum & dogs lover.
USA
EU'60
Cooperative Design
Design Science
Design Thinkingenters
www.artipania.com
'70
How DesignerThink/Act
Expert collaboration
Measurable
People
Service Design Originated
'90
Human-Centered Design
Human-Centered Design
IDEO formed Multi-disciplinary team
'00
Business world
Service Design ProgramCo-Design/Co-Creation
When design re-defined
not only what it was,
but what it could do.
Traditional Design
The designing of "products"
Emerging Design
the designing for "a purpose"
Sanders and Stappers, 2008
- Visual communication design- Product design- Interior space design- Architecture- Planning
www.artipania.com
Emerging Design
The designing for "a purpose"
- Design for Experiencing- Design for Emotion- Design for Interacting- Design for Sustainability- Design for Serving- Design for Transforming
Sanders and Stappers, 2008
Empathize Define Ideate Prototype Test& Iterate
Design Thinking isnon-linear process
I I I I
Learn about the problems Create solutions
Mindset
SkillsetToolset
Problem-focused
www.artipania.com copyright(c)2017
Not jump to solutionAction-oriented
Empathize
People don’t always say what they do, don't always say what they think and feel. Unlock the disconnections is essential to reveal human insights which brings us to new market opportunities, allow us to transform industries
and win customers’ hearts.
www.artipania.com
www.artipania.com
Market ResearchImprove existing things
Focuses on explicit needs
Based on segments
Uses controlled settings
Involved scripts interviews
Looks for large target groups
Employ objective analysis
Design ResearchInspires new ideas
Uncovers latent needs
Focuses on individual and behaviors
Visits natural contexts
Uses dynamic conversations
Learns from extremes
Engage empathic experiences
Design Research
Empathize =
Design Thinking
Empathize Define Ideate Prototype Test& Iterate
I I
Learn about the problems
www.artipania.com
แจนทะเลาะกับแมบอยๆแจนรูสึกวาแมไมรักแจนคิดวาตัวเองไมมีคาแจนกลัวไมมีเพื่อนแจนอยากมีรายไดพิเศษ
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ปญหาที่แทจริง
The right problem
“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it,”
--Albert Einstein
Find the right problem to solve!
Design Thinking
Empathize Define Ideate Prototype Test& Iterate
I I
Learn about the problems
www.artipania.com
www.artipania.com
“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”
Uncover unexpected areas of exploration
Create fluency (volume) and flexibility (variety) in your innovation options
Ideation
Obvious solutionsHarness the collective perspectives and strengths of your teams
get them out of your head and step beyond
Mindset
SkillsetToolset
Problem-focused
copyright(c)2017
Not jump to solutionAction-oriented
Visual Thinking Co-DesignVisual Facilitationwww.artipania.com
www.artipania.com
User = Expert of his/her experience
Prepare to work with others
Solving problem together with users/suppliers/stakeholders
Future of Design
Companies change toward co-design direction
Co-Design
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Design Thinking
Empathize Define Ideate Prototype Test& Iterate
I I
Learn about the problems
www.artipania.com
I I
Create solutions
www.artipania.com
What are the creative ways to spend the least amount of effort and resources to test your idea?
Embrace AmbiguityAllowing this to happen
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"Getting to that kind of mastery is our challenge for the next decade.
How might organizations build deep design thinking skills and creative leadership at all levels?"
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"Design Thinking doesn't guarantee innovation,but innovation always hinges on design thinking principles."
Forbes
บริษัท อารทิพาเนีย จำกัดArtipania Co., Ltd.
praew@artipania.com
www.artipania.com
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