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WHAT COMES IN YOUR MIND

WHEN YOU THINK OF

DESIGN?
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GRAPHICS?

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FURNITURES?

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LANDSCAPE?

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PRODUCTS?

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THEY ARE DESIGNED WHEN

FOLLOWING SIMILAR PROCESSES
(e.g Ulrich’s for NPD)

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A BIGGER PICTURE, HOW ABOUT

SOLVING PROBLEMS
BY TECHNIQUES & PROCESSES OF

DESIGN?
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AGRICULTURE

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YOUTH DEVELOPMENT

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LIVING ENVIRONMENT

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HERE, DESIGN THINKING CAN HELP

FIND SOLUTIONS
THROUGH DESIGN
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 New Product Development
Design Thinking
Introductory presentation

Presentation #1
Design Thinking Brief
A very first insight of Design Thinking and
applications
Dated: June, 2015; version 2.2.1

Tuan Tran
Digital Product Lab
Dongguk University, Seoul, Korea
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Contents

List of sections
What is Design Thinking?

What can be designed?

Design Thinking in action – The process

Applications

Resources

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INTRODUCTION

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Introduction

What is Design Thinking?

a discipline that uses the designer’s sensibility and methods to
match people’s needs with what is technologically feasible and
what a viable business strategy can convert into customer value
and market opportunity

Tim Brown, IDEO

…to solve problems in

business and society…

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Introduction

Tim Brown & David Kelley

(IDEO & Stanford D.School)

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Introduction

Characteristics of Design Thinking

Human Centered: begins from deep empathy and
understanding of needs and motivations of people

Collaborative: Users = Multiple Stakeholders: Customers, Staffs,

Vendors, etc.

Experimental: Iterative “prototyping – testing” loops. Encourage

Early Fail ~~

Optimistic: There exists solution for any problem

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Introduction

Understanding Design Thinking

Is a way to find solutions that balance human desirability,
technical feasibility and economical viability

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Introduction

Understanding Design Thinking

Is a way to find solutions that balance human desirability,
technical feasibility and economical viability

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WHAT CAN BE DESIGNED?

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Projects

Products

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Projects

Services

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Projects

Experiences

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Projects

Systems, Solutions

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Projects

Systems, Solutions

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DESIGN THINKING – THE PROCESS

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Process

Process

EMPATHIZE IDENTIFY IDEATE PROTOTYPE TEST

Compare with Ulrich’s NPD process…

Empathize: Understanding Customer Needs

Identify: Planning; Specifications

Ideate: Opportunities; Idea Development; Concept

Development; Architecture; Industrial Design; Design for X

Prototype: Prototyping; 3D Printing

Test: Test and Refinement; Concept Testing

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APPLICATIONS

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Applications

Product Design: Mud-Shield project

Meanwhile in Vietnam

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Applications

Product Design: Mud-Shield project

When the rain comes…

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Applications

Product Design: Mud-Shield project

When the rain comes…

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Applications

Product Design: Mud-Shield project

When the rain comes…

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Applications

Product Design: Mud-Shield project

Imagine what may happen…

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Applications

Product Design: Mud-Shield project

The Solution

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Applications

How to come up with this?

Empathize: Observe, Interview, Statistics

What do USERS NEED?

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Applications

How to come up with this?

Identify: Establish the project, goals, requirements, plan, etc.

What can we PROVIDE?

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Applications

How to come up with this?

Ideate: Find alternatives. Brainstorming

Which IDEA is the best?

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Applications

How to come up with this?

Prototype: Make the working piece

How will it be like?

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Applications

How to come up with this?

Test: Test the functions and refine the design

Does it really WORK?

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Applications

Product Design: Coolice – open discussion

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Applications

Service Design: Subway shopping experience

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Applications

Service Design: App Development?

EMPATHIZE IDENTIFY IDEATE PROTOTYPE TEST

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RESOURCES

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Resouces

Resources
Book: Change by Design – Tim Brown; Design – Creation of
Artifacts in Society – Karl Ulrich

Tool Kits: Design Thinking for Educators

Project Reports: IDEO.org project reports

Web links – Google with “Design Thinking”

Academic Papers

Online course: Example - https://www.coursera.org/course/desig

nbiz

And where else?

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Resouces

Design Tools

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Resouces

Project Reports

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Resouces

Project Reports

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Resouces

Video #1: DESIGN (IDEO)

http://vimeo.com/46067111

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Resouces

Video #2: From Design to Design Thinking (Tim B)

http://www.youtube.com/watch?v=lGOTwFvkfhU

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Resouces

Video #3: Design and Innovation (Tim B)

http://www.youtube.com/watch?v=Ox88dz9ZDGw

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Resouces

Video #4: What is Design Thinking #1

http://www.youtube.com/watch?v=a7sEoEvT8l8

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Resouces

Video #5: All About Design Thinking

http://www.youtube.com/watch?v=3sOeSkTUTA0

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Resouces

Video #6: What is Design Thinking?

http://www.youtube.com/watch?v=Ee4CKIPkIik

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Resouces

Video #7: How design thinking transformed Airbnb

from failing startup to billion-dollar business?

http://www.youtube.com/watch?v=RUEjYswwWPY

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Resouces

Video #8: Kelley & IDEO

http://www.youtube.com/watch?v=GYkb6vfKMI4

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THANK YOU

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