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EY Demystifying Design Thinking: becoming part of the movement (7 steps…
EY Demystifying Design Thinking:
becoming part of the movement
Design Thinking
philosophy & mindset about truly putting customers first (internal & external). Collaborating across multiple disciplines & ways of thinking. Brings a deep sense of humanity back into the biz processes, of strategic planning, product development, marketing, customer service, and ee enegagement
ie: Uber = blend of design, biz & technology --> transform the future of mobility
6 Components of DT
Diverse thinking
integrated teams and diverse mindsets of design, biz & tech
future-back & outside in
drive all biz decisions with
future-back: clear perspective of future art of the possible
outside-in: external stakeholder view
end-to-end experience
focus on advancing full set of existing & potential interactions between customers, partners & employees
ie: Details shop's biz model: the journey of cars. should details shop pick up the car from the dealerships and get it fixed and drive it back to the auction? Alternative options? How to best minimize the work and provide value-added service to target customers (used car dealerships)?
Agile innovation
complete biz process & approach for rapid iterations of product, customer exp, and even the entire biz
digital disruptors
integration of tech disruptors such as
IoT
robotics
consumer analytics
predictive model into planning
Elastic team
org structure that centers on delivering value to customers & an ability to deploy and reorganize small cross-functional teams on demand to solve problems such as
launch a new product
enter new market
innovate entirely new biz
7 steps to creating a design thinking org
(1) set a purpose for the team that is all about serving others
clear sense of purpose: asking future-back and inside-out questions
instill a sense of urgency: significant dividends in the speed of innovation
(2) establish a team with diverse mindsets
create multidisciplinary teams that work collaboratively on following tasks
identify a problem
design a solution
execute on proposed solutions
ie: Uber's design team
psychologists
ethnographers
data scientists
entrepreneurs to set strategu
craftspeople: guiding the aesthetics & building beautiful & usable exp
(3) Put yourself in customer's shoes
successful design thinking approach requires an understanding of how
people live their lives
holistic context in which they experience a product or service
ie: Tesla
create its own dealerships
have an online buying & waiting exp (Model 3)
build rapid charging stations
make "house calls: to customers' homes to perform annual inspections, firmware upgrades, etc
(4) develop a discipline that explores the art of the possible
brainstorming sessions
everyone's idea is given a fair hearing, no matter what their level of seniority now how practical it is
brainstorming sessions can feel unstructured/lacking focus & practical values --> BUT major driver of breakthrough ideas & effective means of engaging & motivating ee
(5) co-create solutions with customers
ie: DHL hosted hands-on workshops with customers/ One of many inventions that community members co-created and tested out is the Parcelcopter = drone delivery service in Germany --> cut down delivery time from 30 to 8 min
(6) adopt agile innovation & rapid prototyping capabilities
"Fail fast"
try a lot of things and keep what works
ie: GM used 3D printing for prototyping its Chevrolet Malibu model
(7) establish support from executive leadership