Tag Archives: 디자인 씽킹

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What I discovered at Stanford’s d.school’s unusual workshop

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Stanford’s d.school workshop, Unleash Creativity, offers a unique hands-on approach to learning. During my visit, I could feel the creative energy, from the open second-floor view to the iconic d.school truck inside the building to the this year’s course schedule packed with hands-on activities.

Plate says: The Hasso Plattner Institute of Design at Stanford was established in 2005 to recognize an extraordinary gift from the Hasso Plattner Foundation to inspire teaching and research in design thinking and the creation of a home for the Institute. The Institute is dedicated to the spread of design thinking and the application of its principles to real-world problems. The design and renovations of this facility along with Hasso Plattner’s continued role in championing design thinking around the world were celebrated on May 7, 2010.

In Unleash Creativity, participants jumped straight into exercises without explanation. For instance, instead of talking about ideas, they started by drawing, connecting, and coloring dots. The interesting part is that they only learned why they did each activity afterward, as the instructor, Dustin Liu, explained the purpose and effect. This approach—learning by doing—really made them feel the power of creative expression.

One memorable activity had them listen to others share about someone they admire and then draw that person without talking. This helped them see deeper into one another’s perspectives. Through the carefully designed powerful exercises of listening, sharing, and drawing, they experienced the true power of empathy.

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Reference

Auernhammer, J., & Roth, B. (2021). The origin and evolution of Stanford University’s design thinking: From product design to design thinking in innovation management. Journal of Product Innovation, 38(July), 623–644.

This article outlines the origin and evolution of one of the most influential design thinking perspectives in the Innovation Management discourse. This study addresses two significant criticisms of design thinking, namely, theoretical grounding and construct clarity. It also illustrates how this humanistic and creative design practice transcended into a comprehensive Innovation Management approach, facilitating entrepreneurship and innovation. Our research analyzes the evolution of the design philosophy and practices developed at Stanford University from 1957 to 2005 through document analysis. We identified design qualities that have been consistent over the decades, providing further construct clarity and insights on managing Design- driven Innovation. These design qualities elucidate design thinking as a cognitive process, creative practice, organizational routine, and design culture. They emphasize finding profound needs and problems and translate them into tangible designs, creating value for people. This design philosophy is deeply rooted in humanistic psychology theories, particularly on creativity and human values. Collaborations between psychologists, industrial researchers, and designers created this creative and human- centered design approach, known today as design thinking. This value- driven innovation offers a humanistic perspective on innovation theory and practice. It also offers an Innovation Management schema of design qualities essential for developing Design- driven Innovation capabilities in organizations and educational institutions. We emphasize that developing a creative design culture in which people have the human values, abilities, and confidence to collaboratively identify continuous emerging problems and needs and contribute through tangible designs generates an era of innovation and is essentially innovation management.

Practitioner Points
  • Design thinking as a step-by-step process with tools prevents fluency in thinking and flexibility in approach, which are essential in Design-driven Innovation.
  • An essential innovation management task is to develop a design culture and capabilities by freeing teams from emerging blocks imposed by the environment.
  • In organizations, Design-driven Innovation requires the development of micro-foundation, such as abilities and attitudes & values, and capabilities, such as creative routines and environments of support and psychological safety and freedom.
  • Innovation managers and educators need to consider essential design qualities when enabling people to design tangible solution for open and complex problems.
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How IDEO pushes boundaries of design thinking: B2B and generative AI

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During a recent visit to IDEO‘s San Francisco office, I learned how design thinking can be harnessed in B2B contexts and the transformative potential of generative AI. IDEO’s approach highlighted how design thinking is not limited to extreme end-users but extends meaningfully to B2B industries. By embracing this methodology, companies can reduce development timelines while serving the needs of various stakeholders.

IDEO’s collaboration with Ford highlights how design thinking can adapt quickly to address B2B challenges. Ford identified a gap in van driver security due to the long product development cycles. In response, IDEO designed a van security solution within just 12 weeks, quick prototyping to expedite development. This solution ultimately led to the creation of the joint venture between Ford and ADT, which integrated sensors, cameras, and AI to detect window breakage or unauthorized access.

One particularly inspiring session was learning about the integration of generative AI into design thinking processes. Generative AI, such as ChatGPT, has opened new avenues for, so called, “synthetic research.” Generative AI enables the creation of hypothetical personas that bring fresh insight into understanding potential customer needs. Additionally, by using video prototypes developed through AI, designers can iterate on ideas faster and more creatively than traditional methods allow.

This visit enlightened me about the transformative potential of merging emerging technologies like generative AI with established design thinking frameworks. By continuously pushing the boundaries of design thinking, IDEO opens new possibilities for the B2B sector, fostering faster, tailored solutions to meet evolving needs.

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Reference

Brown, T. (2008). Design thinking. Harvard business review, 86(6), 84.

In the past, design has most often occurred fairly far downstream in the development process and has focused on making new products aesthetically attractive or enhancing brand perception through smart, evocative advertising. Today, as innovation’s terrain expands to encompass human-centered processes and services as well as products, companies are asking designers to create ideas rather than to simply dress them up.

Brown, the CEO and president of the innovation and design firm IDEO, is a leading proponent of design thinking—a method of meeting people’s needs and desires in a technologically feasible and strategically viable way. In this article he offers several intriguing examples of the discipline at work. One involves a collaboration between frontline employees from health care provider Kaiser Permanente and Brown’s firm to reengineer nursing-staff shift changes at four Kaiser hospitals. Close observation of actual shift changes, combined with brainstorming and rapid prototyping, produced new procedures and software that radically streamlined information exchange between shifts. The result was more time for nursing, better-informed patient care, and a happier nursing staff.

Another involves the Japanese bicycle components manufacturer Shimano, which worked with IDEO to learn why 90% of American adults don’t ride bikes. The interdisciplinary project team discovered that intimidating retail experiences, the complexity and cost of sophisticated bikes, and the danger of cycling on heavily trafficked roads had overshadowed people’s happy memories of childhood biking. So the team created a brand concept—“Coasting”—to describe a whole new category of biking and developed new in-store retailing strategies, a public relations campaign to identify safe places to cycle, and a reference design to inspire designers at the companies that went on to manufacture Coasting bikes.