Design Thinking

Empathetic Approach to Innovation

PMI – Madrid – 16 octubre 2017
Jesús Poza
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AGENDA

• Definición
• Uso
• Principios
• Procesos
• Técnicas
• Iniciativas relacionadas
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Design Thinking - (Human Centered Design)

Aplicación sistemática de métodos y técnicas

de diseño y creatividad a la resolución de
problema y a la innovación.

Con especial atención a las necesidades y

sentimientos de las personas

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Tim Brown – “Design Thinking”
Harvard Business Review June 2008

“…we see problems than can be solved through

innovation…. They require a human-centered,
creative, iterative, an practical approach to finding
the bests ideas…

Design Thinking is just an approach to innovation”

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 PRDUCTOS
SERVICIOS ESTRATEGIA

RESOLUCIÓN
PROBLEMAS PROCESOS

Thinking like a designer can transform the way you develop products,
services, process – and even strategy
Tim Brown
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 PRINCIPIOS

The Field Guide to Human-Centered Design - IDEO.org - 2015

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Tim Brown – “Design Thinking”
Harvard Business Review June 2008

“…we see problems than can be solved through

innovation…. They require a human-centered,
creative, iterative, an practical approach to finding
the bests ideas…

Design Thinking is just an approach to innovation”

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David kelley

Tim Brown

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We believe…
Innovation starts with people

Everyone is creative

Creative organizations are more agile

Complex problems are best solved collaboratively

Technology moves fast, human needs change slowly

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Principios

• User needs first – Observa – ¡sé empático!

• Convive con la ambigüedad
• Confía en la creatividad - ¡sé optimista!
• No lo cuentes, hazlo
• Aprende de los fallos
• Itera, itera itera
• Promueve la serendipia

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Principios – equipos

• Multidisciplinares
• Dedicados
• Liderados

An interdisciplinary mix of thinkers, makers, and doers is just the right

combination to tackle any design challenge.
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Social component of innovation
MIT Sloan Management Review. Summer 2017

How to catalyze innovation in your organization. MIT Sloan Management Review. Summer 2017

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 Procesos

The Field Guide to Human-Centered Design - IDEO.org - 2015

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 INSPIRACIÓN IDEACIÓN IMPLEMENTACIÓN
(Explora) (Crea) (Prototipa)
abstracto
concreto

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 dschool.stanford.edu

dschool.stanford.edu

MIT – Concept Development Process – Concept Generation

Towards a whole-enterprise architecture standard. Tom G. 2016 http://weblog.tetradian.com/. 23

 MÉTODOS

The Field Guide to Human-Centered Design - IDEO.org - 2015

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 INSPIRATION IDEATION IMPLEMENTATION
(Explore) (Create) (Prototype)
abstract
concrete

IDEO
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Necesidades

There’s no better way to understand the hopes,

desires, and aspirations of those you’re designing for
than by talking with them directly
Field Guide to Human Centered Design – IDEO.org
Necesidades

• Entrevistas
• Observación
• Latent needs
• Lead users
• Inmersión
• Convivencia directa con los usuarios / clientes.
• Observa, siente, experimenta como ellos
 INSPIRATION IDEATION IMPLEMENTATION
(Explore) (Create) (Prototype)
abstract
concrete

IDEO
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¿Cómo tener una GRAN idea?

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To have a great idea, have a lot of them
T. Edison

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Creative thinking

Brainstorming
SCAMPER
SIT
 Brainstorming
El método más efectivo
para la generación de ideas

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Brainstorming basic rules

• Defer judgement
• Build on the ideas of others
• Encourage wild ideas
• Stay focused on the topic
• One conversation at a time
• Be visual
• Go for quantity

Avoid perfection 33
Trabajo: individual –> grupo -> refinamiento

Diversidad

Calidad

Cantidad

MIT –approach to Design Thinking - 2017

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Técnicas de creatividad

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SCAMPER

Substitute
Combine
Adapt
Modify / magnify / minimize
Put to other uses
Eliminate
Rearrange

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SCAMPER

Substitute
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SCAMPER

Combine
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SCAMPER

Adapt
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SCAMPER

Modify / Magnify / Minimize

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SCAMPER

Put to other uses

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SCAMPER

Eliminate
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SCAMPER

Rearrange
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SIT

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 INSPIRATION IDEATION IMPLEMENTATION
(Explore) (Create) (Prototype)
abstract
concrete

IDEO
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Prototipos

Representaciones concretas de una idea

Prototyping: A Practitioner's Guide. New York: Rosenfeld Media.

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Utilizar prototipos “low fidelity”
Explorar soluciones diferentes una a una con
diferentes prototipos

DECISIONES DE
NECESIDADES IDEAS PROTOTIPOS EVALUACIÓN
DISEÑO

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Falla pronto – falla barato

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R-W-W model
REAL WORTH

REAL BUSINESS
user desirable Viable
Innovación

TECHNICAL
Feasible

MIT – Design Thinking - 2017

WIN
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OTRAS INICIATIVAS

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How to do MORE with LESS for MANY

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FRUGAL INNOVATION

http://www.eranger.com/

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Gartner Digital Humanist Manifesto

• Start and end with people

• Embrace serendipity
• Give people space

http://www.gartner.com/smarterwithgartner/the-digital-humanist-approach-to-security/

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Museo del Fallo
Failure is an incredibly powerful tool for learning.
Tim Brown
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referencias

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Design Thinking
Empathetic Approach to Innovation
Jesus Poza
mail: jesus.poza@astana.es
Linkedin: https://es.linkedin.com/in/jesuspoza
Twitter: @jesuspoza