Design Thinking on every level. Presentation for VDE AK Unternehmensmanagement

Transcription

1 Design Thinking on every level Presentation for VDE AK Unternehmensmanagement Munich, November 15, 2017

2 The Balancing Act of Innovation "Let's just grow our core business profitably, go digital and penetrate new markets disruptively" "Would you like anything else to go with that?" Chief Executive Consultant 2

3 New ways are required 3

4 Solution: Design Thinking Workshops? 4

5 Within six iterative steps the Design Thinking method helps to develop and test innovative ideas Define your Design Challenge in form of an open question to formulate your initial situation Collect, structure and prioritize your information to extract the information your team wants to focus on define Point of view Develop first prototypes Minimum Viable Products of your ideas with minimum effort Observe Define position Develop ideas Understand Prototyping Testing Become an expert of your Design Challenge by thorough research, interviews and observation Brainstorm about solutions and develop ideas solving your initial Design Challenge Test your prototypes at a really early stage and start developing them by considering customer feedback Integration of customers feedback in parallel 5

6 Benefits gained through Design Thinking Innovative products: The human-centered approach of Design Thinking allows to better meet the customer needs, which makes products better from the customer s point of view Lower failure rates: The risk of failure of innovation projects can be reduced because the iterative approach in combination with the principle of prototyping allows to test ideas early on and adjust the direction of a project accordingly Faster results: By making ideas tangible and testing them constantly the direction of a project becomes clear relatively fast Foster creativity: Design Thinking methodology as a whole helps a organization to become more creative and innovative in the way it operates Improving communication: The need finding and testing elements of the Design Thinking process facilitate an extended exchange of information with customers 6

7 Strategically embedding design thinking in a company enables fresh and agile decision-making throughout the whole organization Strategic Design Thinking > Proved as highly successful creative method > Gain in customer centricity > Applied to develop ideas, products and services > Conduct of workshop-based activities > Limited on single organizational units Design Thinking Today > Strategically integrating design thinking activities throughout the organization > Redesigning business model > Initiating the cultural change > Creating new mindset and new way of working (agile organization) > Rolling out learnings in an aggregated way Source: Roland Berger 7

8 Starting point: The customer! Consider two different tasks: 1. Design the next car 2. Design the best way from A to B 8

9 Try it most likely it will work 9

10 Let us discuss whether we can translate the principles of strategic design thinking to YOUR work: Strategic ambition > Openness > Empathy > Collaboration > Little hierarchy > Risk-taking > "Fun-tastic" > Crossfunctional mix > Entrepreneur > Designer > Data analysis > Scouting Entrepreneurial culture Deframing/ reframing Consumer insights New competences Full immersion Idea generation & prototyping Agile processes Extrapolation Inspiring environments > Iterations > Lean decisions > Prototyping > Interdisciplinary > Sprints > Self-organized > Dedicated & creative spaces > Access to equipment and many partners > Situational set-up 10

11 Contact Dr. Steffen Gackstatter Partner Roland Berger GmbH Löffelstraße Stuttgart Germany Phone Mehr unter: Quelle: Roland Berger 11

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