Design Thinking
Program
Prepared By* Mohamed Osman
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Introduce yourself
Journey of the Startup companies
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Increasing sales and the
power of marketing Applying different tools
to improve and solve
problems.
Manage Innovation Operations
and Project
Management
Design your product
Idea generation Commercialize the idea
(Business Planning)
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New Trends
Cloud technologies
Cyber- physical systems
Artificial intelligence
Industry 4.0
I.O.T
Startup Phases : Design Thinking + Lean Startup + Agile Diagram
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Human Centric Design 6
HUMAN VALUES
BUSINESS TECHNOLOGY
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What is Lean Start-up BML?
Build – Measure - Learn
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Startup Phases : Design Thinking + Lean Startup + Agile Diagram
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Ways to Create an Innovative Solution
Systematic Problem Solving
Customer Demand
Creativity
Solution
Learning from Competitors
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Action Time
🕒🕒 Wallet Design
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Design Thinking اﻟﺗﻔﻛﯾر اﻟﺗﺻﻣﯾﻣﻲ
It is a creative and collaborative problem-solving
methodology used to generate more empathetic
and innovative solutions.
ھﻲ اﻟﻣﻧﮭﺟﯾﺔ اﻟ ُﻣﺳﺗَﺧدﻣﺔ ﻣن ﻗِﺑل اﻟﻣﺻ ّﻣﻣﯾن ﻟﺣل اﻟﻣﺷﺎﻛل
اﻟﻣﻌﻘّدة واﻟﻌﺛور ﻋﻠﻰ ﺣﻠول ﺗﺗواﻓﻖ ورﻏﺑﺎت اﻟﻌﻣﻼء
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What Is Design Thinking?
• Design Thinking is an iterative process
in which we seek to
• Understand the user
• challenge assumptions
• redefine problems in an attempt to
• identify alternative strategies and solutions
that might not be instantly apparent with
our initial level of understanding.
Key attributes of “design thinking”
• Expansion of boundaries of problem definition and of solutions
• Deep observation of users to discover their needs
• Empathetic, co-creative, user-driven approach
• Commitment to prototyping and real-world experiments
* Based on J Liedtka , A King and K Bennett, Solving Problems with Design Thinking, Columbia Business School, 2013.
The Double Diamond* approach to design
has two divergent/convergent stages
* Developed by the UK Design Council circa 2006
ﻣﻔﻬﻮم ﻣﻨﻄﻘﺔ اﻟﻤﺸكﻠﺔ و ﻣﻨﻄﻘﺔ اﻟﺤﻞ
The Human Centered Design Process
• Human Centered Design Process implements consideration of the user throughout planning and design.
• An ISO has been published that documents the underlying tenants of the human/user centered design
process.
• ISO 13407 provides a level of consistency in the way HCD/USC is implemented, and focuses upon process, not
specifics.
• There are 4 fundamental steps to the process:
• Define the context of use: what are the tasks or objectives associated with the design.
• Specify requirements: what expectations or requirements must the design accommodate
• Create design solutions: prototyping, rendering, mockup building
• Evaluate designs: usability testing and ergonomic assessment
Identify Need Define Context Specify Requirements
Evaluate Design Create Design
Design Complete
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Do you Know
your Customer?
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If you don’t know your customer well
then 99% of your assumptions are wrong
Arewe optimising the
right thing?
Do peoplecare?
Be (stay) relevant to your customer!
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Customer Segmentation
Why Segment?
- Meet consumer needs more precisely
- Increase profits
- Segment leadership
- Retain customers
- Focus marketing communications
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Quantitative Customer Segmentation
Customer
Segmentation
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Data tells you what is wrong.
Customer interviews help you to
understand why.
Collect stories +data.
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Customer Persona
What are Personas?
Archetypes representative of actual groups
of customers and their needs
Based on research with real people
Ideally based on qualitative and/or
quantitative customer research:
observational studies, contextual inquiry,
interviews, etc.
Not reflective of every customer or
marketing segment
Personas represent behaviour patterns,
not job descriptions
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Use photos to give the persona “life”
Start with the persona
The picture must “feel” right to
the whole team
Use other photos to show
the persona’s life
the persona in context
members of their family
house, office, or other locations
relevant details: pets, car, friends,
favourite magazine, favourite places,
technology
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Personas – Consumer
Who am I ? Buying behaviour
(Family status, Ethnic / cultural background)
Looks for a romantic, relaxed, dining
Not married, boyfriend (James) experience, bar facility, good décor,
Born in Germany, parents relaxing environment, likes to test no
immigrated from China offers
Name: Lin
Age: 27
Gender: Female
Hobbies Job description Education Statements
Playing tennis, gym, Chef Designer at Arts4U Inc., Studied graphic Romance is part of
watching movies developing new designs design in my life
Germany.
Salary
2.500 € monthly
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Personas – B2B
Who am I ? Job Position Purchasing Company
(Family status, Ethnic / cultural
Manager, Reports Greenfield
background, Education)
directly to CEO, 2 staff Technologies Inc.,
Married, 1 Kid at school,
member in his unit, Welding
1 kid at university
Name: James Winter Performance measure: equipment, 100
Education: MBA
Age: 55 Operation efficiency, cost employees, $20M
Standford
Gender: Male reduction. Turnover.
Goals and Challenges Communication Preference Statements
Value most: job security, family recognition for Email, phone, uses internet for getting Do it right at
success, church / Biggest challenge: managing information about suppliers, reads the first time
people, keeping all balls on air / Biggest Economist and Best Supplier
objections: Appearance, not state of the art, Magazine, Social networks: Linkedin
liability, look dumb
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Customer Demand Profile
The Customer (Segment) Demand Profile describes the demand in a specific
customer segment in a more detailed way (jobs, pains, and gains)
Gains describe the
additional benefits the GAINS
customers may seeking
Customer Jobs describe
CUSTOMER
what customers are trying
JOBS
to get done in their work
and in their lives
PAINS
Pains describe bad outcomes, risks, and
obstacles related to customer jobs
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Do´s and Don´ts – Customer Profile
Mixing several customer segments into one One value proposition for each customer
profile segment
Focusing on functional jobs Include also social and emotional jobs
Listing jobs, pains and gains with your value Act like an anthropologist and „forget“ your
proposition in mind offering
Identify to few jobs, pains and gains A good customer profile should be full of sticky
Being to unprecise in description of pains and notes
gains Make gains and pains tangible (How long is
„too long“)
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The difference between innovation, creativity and
invention?
Implementation
اﻟﺗﻧﻔﯾذ
Need
Invention Innovation
Discovery Idea اﻟﻔﻜﺮة ت
اﻻﺧ�اع اﻻﺑﺘكﺎر
ا�تﺸﺎف اﻟﺤﺎﺟﺔ
Generate Ideas Value Creation
ﺗوﻟﯾد اﻻﻓﻛﺎر ﺧﻠﻖ اﻟﻘﯾﻣﺔ
creativity? Invention? Innovation?
Coming up with a new idea Implementation of a new That the idea succeeds in making money
new concept idea or a new concept after implementation
اﻟﺧروج ﺑﻔﻛرة ﺟدﯾدة او ﻣﻔﮭوم ﺟدﯾد ﺗﻧﻔﯾذ اﻟﻔﻛره اﻟﺟدﯾدة او اﻟﻣﻔﮭوم اﻟﺟدﯾد ان ﺗﻧﺟﺢ اﻟﻔﻛره ﻓﻲ ﺟﻧﻲ اﻟﻣﺎل ﺑﻌد اﻟﺗﻧﻔﯾذ
• What is the difference between the Creativity and Innovation?
• is thinking up a new thing or an idea that is new
Creativity
to you
• Spending Money to Generate Ideas
• is the transformation of money into knowledge
• is doing a new thing or the practical application of
Innovation
creative ideas
• Spending Ideas to Generate Money
• is the transformation of knowledge into money
Innovation is:
Successful Application of new ideas
:• اﻻﺑﺗﻛﺎر ھو
اﻟﺗطﺑﯾﻖ اﻟﻧﺎﺟﺢ ﻟﻼﻓﻛﺎر اﻟﺟدﯾدة
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Where do Ideas coms from?
1. Market (Pull/Demand/Need) (The necessity is the اﻟﺣﺎﺟﺔ( )اﻟﺣﺎﺟﺔ ھﻲ أم/ اﻟطﻠب/ اﻟﺳوق )ﺳﺣب .1
mother of innovation) (اﻻﺑﺗﻛﺎر
2. Technology push (Radar, Mobile, Microwave, ، ﻣﯾﻛرووﯾف، ﻣوﺑﺎﯾل،دﻓﻊ اﻟﺗﻛﻧوﻟوﺟﯾﺎ )اﻟرادار .2
hovercraft, Antibiotics) ( اﻟﻣﺿﺎدات اﻟﺣﯾوﯾﺔ،اﻟﺣواﻣﺎت
3. Regulation اﻟﺗﺷرﯾﻌﺎت .3
4. Recombination إﻋﺎدة اﻟﺗرﻛﯾب .4
5. Futures and forecasting اﻟﺗﻧﺑؤ ﺑﺎﻟﻣﺳﺗﻘﺑل .5
6. Accidents اﻟﺣوادث .6
أدوات و أﺳﺎﻟﯾب اﻟﺑﺣث .7
7. Search tools & methods
( واﻹﻟﮭﺎم، )اﻟﻣﻧﺎخ واﻹﺑداع- • ﻣﺻﺎدر داﺧﻠﯾﺔ
• Internal sources – (climate & creativity, Inspiration)
، اﻻﺑﺗﻛﺎر اﻟﻣﻔﺗوح )ﻟﻠﻣﺳﺗﺧدﻣﯾن- • ﻣﺻﺎدر ﺧﺎرﺟﯾﺔ
• External sources – open innovation (Users, Watching
others, Competitors, partners, etc.)
(. اﻟﺦ،ﻣﺷﺎھدة اﻵﺧرﯾن واﻟﻣﻧﺎﻓﺳﯾن واﻟﺷرﻛﺎء
Natures Creation? or Human Creation
The Leaf or Solar Panel (energy from light)
Brain or Computer/Electronic Circuitry
DNA or Computer Program
Ear Drum or Microphone
Eye or Camera (lens, focus, iris, film)
Eye Lid or Windshield Wiper
Tears or Wiper Fluid
Incisor Teeth or Knife
Heart or Pump
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Ideation Tools & Techniques
Associations Mapping techniques
1. Delphi-Method 12. Mind Mapping
2. Brain-Walking Systematic variation
3. Method 635 13. Morphological Analysis
4. Brain Storming 14. Osborn's Checklist
Change of perspectives 15. Head Stand
5. Walt Disney-Method Analogy technique
6. The Six Thinking Hats 16. Visualizing
7. Identification method 17. Bionic
Random methods Buzz words 18. Prototyping
8. Catalogue method 19. Visual Synaptic
9. Alternative Scenarios Moderation & Team building
10. Attribute Listing 20. Outdoor association
11. Lexicon method 21. Autumn Foliage
Workshop#1
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Outdoor association
• Leave your well-known environment.
• Use all your senses … touch …
Workshop#2
Walt Disney-Method
It is a creativity technique developed by Robert Dilts by
modeling Walter Elias Disney. (Modeling here means"
Behavior Modeling" a term from the Neuro-Linguistic
Programming).
Objective
This method is useful for working out targets and
improving your creativity without forgetting the
feasibility
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Now we must:
• Shortlist the ideas
from 50 ideas to 10 ideas
• Then we will use the six thinking hats
tools to select the single BEST idea.
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The Assignment?
• What are the Solutions You choose it for solving the problem?
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The Six Thinking Hats
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Idea Evaluation
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Business Opportunity Map (BOM)
Business Line 1 Business Line 2 Business Line 3
Market Growth
New Customer Demand
Insatisfied Customer Demand
New Standards, Regulations, Certifications
Competitor investment in Business Lines
Appearance of new Competitors
Disappearence of Competitors
Appearance of new Technologies
Outdated Technologies
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Idea
Validation Tools
What Is Idea
Validation?
Idea validation is the process of testing business ideas to
understand their viability. It helps to prove the market
need and target audience’s willingness to pay.
- Your idea might be the business achievement of the decade.
But without a market need, the idea is worth nothing.
- Testing your startup idea is a cheap and confident way to ascertain there
are early adopters. And to make sure they are ready to spend money on
your product.
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SWOT Analysis
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What is Lean Start-
up BML?
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