Lecture 02: Principles of Entrepreneurship and Project Management PDF

Principles of Entrepreneurship and project management Lecture 02 Design Thinkin g 01 Key Concepts & Principles of Problems, problems everywhere… Problems that… 01 are poorly defined. 02 lack information to define a solution. 03 have strong impact on human 04 needs. have c...

Principles of Entrepreneurship and project management Lecture 02 Design Thinkin g 01 Key Concepts & Principles of Problems, problems everywhere… Problems that… 01 are poorly defined. 02 lack information to define a solution. 03 have strong impact on human 04 needs. have changing context/situation.  ? What Is Design Thinking  Design thinking is a process for creative problem solving. Source: IDEO  “Design thinking is a human- centered approach for innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, andBrown Tim the requirements British Industrial for business Designer success.” & President of IDEO 3 Lenses of Human-Centered Design Desirabi What do people desire? lity Feasibil What is technically and ity organizationally feasible? Viabil ity What can be financially viable?  Desig n Think Function ing Start here al Emotional Innovatio Innovation People n (desirabilit Brands y) Relationships Marketing Experie nce TechnologyInnovat Business (feasibility) ion (viability) Process Innovation How Does Design Thinking Differ from Traditional Thinking? The mindset of a traditional thinker: “We have this problem, let’s jump in and get in a room and brainstorm solutions.” “We have this technology, what can we use it for?” “Our competitors just launched X; how can we do X quickly?”  Huma n- center ed What Is Unique Desig Highly Iterati n ve creati About Design Thinki ve ng Thinking? Hands- on  Human- Centered You start from what people, users, customers, consumers need or want to do. What are their motivations and the problems they are trying to solve? Empathy is key. It’s not about you. You need the ability to understand and share the feelings of  “Design must reflect the practical and aesthetic in business but above all, good design must primarily serve people.” - Thomas J Watson  Areas Where Design Thinking Can Apply Product design. Service and experience design. Business design. Leadership. Organizational change. Framework of Design Thinking Empathize Ideate Define Prototype Test  Learn about the audience for whom you are Empathize designing, by observation and interview. Who is my user? What matters to this person? Define Create a point of view that is based on user needs and insights. What are their needs? Brainstorm and come up with as many creative Ideate solutions as possible. Wild ideas are encouraged!  Build a representation of one or more of your Prototype ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft. Share your prototyped idea with your original user Test for feedback. What worked? What didn’t?