Design thinking – what, how, why, when? | Paweł Żebrowski | TEDxSzczecinLive

so today I will want to say you're just few words about thinking actually what is design thinking and how it works does it really work and what's the state of play according to Poland so what is design thinking in 1969 Herbert Simon says that design can be a way of thinking and the design it's too important to be just leave it to the designers and in 1986 roll fast expanded to say that it's a method of creative action and this man here David Kelley is considered as a kind of father of design thinking in 1991 together of his colleagues he founded the first company commercial company which solves the problems using design thinking methodology and that company is called ideal he was CEO up to 2000 and in 2004 he came back to the Stanford University and established the first school which teach students how to solve the problem using design thinking and it's a design school school of design has a Plattner Institute of design called D school and also this man at the beginning as we work in an Airbus was response for design this laboratory occupied site which you can find in a Bening 747 if you can put it in one sentence we can say that some methodology for creative in practical week to problem solving and the two important things is that it has to be creative so we use a nonlinear non standard way of thinking to solve that problems and also practical because design thinking it's going into practice there's no design thinking if you cannot put it into practice and also a wicked problem wicked problem is in my opinion one of the hardest trans expression to be translated in Polish so I will just stick to the examples to show that so we get problems other problem which are at the beginning completely difficult or impossible to solve these are the problems that we don't have data what it secured and we don't know what it should be and like an example traffic jams like the aggressive sales like no customer in your shops or queues in a public offices so how it really works at the beginning if you want to start solving we need to answer a few questions because not every kind of problem can be solved by the design thinking and the first one is is the problem focused on human values so is our problem focus on an end user of that second is weekd so it's difficult to solve or even impossible or it has a high level of uncertainty so we don't know what the solution will be at the end and the final question that we have no data at all or we have some data but we don't know which of them will be relevant but this in thinking it's not only are developing a new product it's also are developing a new user experience it's to changing the products according to the trends economical ecological and even social so it's going through the market without what your clients really want to have and this is how it looks like on the most basic way the first step is the m50 so we're going out to the streets and we asking people what they really want we're asking what their pain and and when we collect this information to the interviews we go to the define stage and we by gathering this information answer the question what they really want and the next stage we gather as many possible ideas to find that one two or three the best solution and that solution we transform into prototypes and after that we do we take these prototypes and going back to the street again to say to see do we have right or not so I just tell you briefly about each of the steps the first one is empathy and why empathy it's so important in the design thinking firstly because we need to know what our target group once most of them enterpreneurs said that or think that they know everything about the clients and we need to check that actually to go to the streets and ask the people what they really want secondly it's also important because mostly problems which we are solving to the design thinking it's not actually our problems so we need to go to the group and say and took the information straight from the source and the most important thing for me in them fatigue it's that every one of us have some kind of filter which true sees reality and empathy removes that filter an example if I can ask you about your first impression about the serial some of you said that it's a valuable breakfast some of you will say that it's a lot of sugar in it if I ask you the same question according to the energy drinks some of you will said that it's a pure chemistry and it's bad for your health when someone can say that's actually a good energy if you have a long day so we all have filters and the empathy in this stage we do not interpret the data which comes from a target group we just collect it and after that we go to the define so we are taking this information and put it all on the whiteboard and really think what our target group wants what's their pain and we try at this stage to define or even redefine the problem and I can give you a little story about that fewer few years ago a company called Parker who its manufacturing no man's ball pants and fountain pens get a big problem of the decrease of the sales and they hire a consulting company and say we don't know what's happening and we need you to solve that and after a few months of of working the consulting group came back and said we think we know the answer but before we say what's our what's our proposition we can just ask you a few questions so first question is can your product be bought anywhere in a grocery store on a gas station or in a newsstand no if an example the ink cartridge will run out will I throw your pen out and buy a new one no and in example if what what are the feelings of the people who are using your products if an example give your product to that person it will be the same feeling that an example I will give a yellow big band to him No so dear Parker you are not manufacturing pants and and ball pens and fountain pens you actually manufacturing gifts because your target group perceive your products as a perfect gift and after that the perk are reinvented the whole packaging so it goes to the very very aggressive but very nice marketing presenting its product as a as a very good gifts and also positioning in a different places like an example gift shops and after that the sales go up again so here is a story about how to redefine the problem actually from the data from the market ok the next step is the ID 8 so when we know exactly what we are looking for what we are working we search for a broaden solution for that it is commonly said that we need to have 50 or 60 ideas for the one problem to find that one two or three that can be transported to the prototypes and in this and in this stage we go beyond rational thinking we ask yourself a question how this problem can be solved by the six oh dear boy or how can I solve this problem if I get a control of the forces of nature but when we go that beyond rational thinking it can lead us to that one or two great ideas which can be transported to the best solutions and when we end and in this stage there's a two rules that needs to be fulfilled to get it done first rule is visualize don't write draw sketch visualize use images and pictures because the pictures inspire you to the next pictures to the next images which also influence your brain and the second rule is don't sit walk Crouch jump strength but do not sit in the creative spaces like where you go visiting there's no desk at all in most of them why that's the easy kind because when we are moving your blood flows faster so you accelerate your brain and which means that you can be more productive and more creative that's why so when we select one two or three best solution we go to the prototype phase so we make a physical form of our solution and the first thing that needs to be considered that it needs to be interactive we do not show our prototype to the groups we must give it to their hands and see what are the reactions of the prototypes and it's a kind of a cheap failure if we just see that we made a mistake in the process in the process we can just came back and make a new a new and better prototype and with that prototype we go to the test face and the test face we see what our target groups interact with the prototype how it how it looks like and how they perceive it and most important thing we don't defend our prototypes if an example give a new kind of packaging to the person and that person don't know how to open it we cannot go and say hey that's easy you just need to put it this and put the distal in this if user don't understand our prototype we made a mistake we need to write it down came back and see what we can do by so what this is all about so design thinking it's mainly about this so creating a product that your clients will love and also services and I will just show you a few examples that it really works first one it's a company called embrace and founded in 2008 by the Stanford graduates which during studies get the challenge to find a solution to create a solution to prevent mortality of the premature infants in the third countries like an example in Nepal and what they did the first idea was to create a cheap incubator that can be put it in an example a local hospital and after that they go to Nepal and start talking with some people and what information they received that in Nepal they have an incubators but rarely no one use it and the second information was that the highest mortality it's on the rural areas where is there no electricity at all so they developed embrace they develop a sleeping bag that can be put it in a hot water and accumulate accumulate heats from that water up to four hours so where there's a infant we can put it inside and during that four hours we can safely transport it to the hospital that can be put it to the proper incubator more of that it can be sanitized very easy to put it on the ten or eleven hours in that some hot water so can be used many times and the price of that it's twenty dollars and that's also a nice idea how to reinvent the problem and the second company which I'd like to show it's a sprout gel proto is a company which is building interactive teaching toys especially for the kids that are that had a type one diabetes and they develop the Jerry the bear so the friend of the here which also have the same disease as you can see it's a bird they got an insulin pan they get a backpack with carbs and by but not using the scare tactics they use fun to show that kid that they have a friend with the same disease and by carrying of that of that friend they also care by themselves and I would like to also show you two examples from the Polish market the first one it's a bravura dragon on a warm jaw and in 2008 when they want to introduce the local local brand to the national one they see that they want to distinguish from the from the other breweries and they hire a company touch ideas from Warsaw which is talking to the people talking to the hipsters in club and so on and create a completely different strategy the first one that they gather a little little bottle which is combined will be after that they also develop a different label with the traditional log of one job but also with that you know grey paper which is symbol of a collage achill whit pink but they also developed a some kind of a stand which is mostly placed on the counter and it's developed that that these bottles which you see in here are on the height of my hand so when I wait for the for the counter I just can take one bottle and say okay maybe I will try I don't need to lower myself or I don't know go ups it's on the head of my hand so it's more accessible for me and they also introduced to the Polish market the first fridge pack which consist of the ten bottles and it's and it's a design that it's perfectly fit to the standards height of the shelves on your refrigerator so you can has open a refrigerator you detach the front and you always have ten called beers in a limited space the second example it's a company rainbow tours - one of the biggest polish tour operator which also asked attach ideas to create a special campaign to distinguish from the other operators but do not lower the price and what they what they taught is the campaign called the holiday for the curious so if you want if you buy one curious you have about 50% of the discount to the next country which is in a different part of the world so what we have now in Poland according to the design thinking we have desert our market is like a desert in Poland the six or seven years when design thinking its present so it's very very big possibilities to gather that market but what we have also that we have an examples we have an examples from the different countries still gaining an example from Poland but we gotta also learning materials so we should learn from the others from the other countries too and what we have also that we have a people knows the methodology and they are willing to help and they want to also share that methodology with especially SMEs what we need we all need to be more open we need to be open to talk talk with our customers talk with our partners talk to the people that are in the environment and share the knowledge share the experience if we don't like such service say it also you want we need to believe we need to believe that the even paper or cardboard prototype can give us a valuable information how our market looks like because in the other countries that's how it looks like really and we need to be more curious we need to be more curious about the services about the innovation that's our market we need to tweet our experiences we need to post it post it our feelings about how it looks like because if the developer of the service don't know how it's our feelings it won't change the service well and when we need it there's only one answer for that we needed here and now because there will be another company's from abroad and then we come here took our ideas and took the heart of our clients and it should be our common goal not let them do this thank you

Channel: TEDx Talks

Views: 141,756

Rating: 4.7822351 out of 5

Keywords: TEDxTalks, Polish, Poland, Business, Product design

Id: Q80wUnju5YA

Length: 18min 35sec (1115 seconds)

Published: Fri Mar 25 2016