In that last quote roger martin equates design thinking with being able to continuously redesign your business, and “continuous reinvention” is another of our building blocks for digital transformation.Cognitive learning psychology in fact we think it’s the most important ingredient. So the approach has goodness, but does it have any real value? The design value index

When design principles are applied to strategy and innovation the success rate for innovation dramatically improves.Cognitive learning psychology DMI and motivstrategies, funded by microsoft, began analyzing the performance of US companies committed to design as an integral part of their business strategy.Cognitive learning psychology the index tracked the value of 15 publicly held companies – apple, coca cola, ford, herman-miller, IBM, intuit, newell-rubbermaid, nike, procter & gamble, starbucks, starwood, steelcase, target, walt disney and whirlpool.Cognitive learning psychology according to their 2014 study, they have outperformed the S&P 500 over the past 10 years by an extraordinary 219%. What is design thinking?Cognitive learning psychology

The topic has a history right back to the 60s and a lot of thinkers and contributors have been involved. In 1987 peter rowe of harvard published design thinking; his book provided a systematic account of the process of designing in architecture and urban planning.Cognitive learning psychology in 1991 the design company IDEO was formed and showcased their design process, which drew heavily on the stanford curriculum. They are widely accepted as one of the companies that brought design thinking to the mainstream.Cognitive learning psychology then in 2005 stanford’s d.School began teaching design thinking as a formal method. Take a look at IDEO’s sir david kelley in his excellent 2007 TED talk (see below) explaining that product design has become much less about the hardware and more about the user experience.Cognitive learning psychology

Empathise – empathy is the foundation of a human-centered design process where you observe and engage with users and immerse yourself to uncover their needs.Cognitive learning psychology look for issues they may or may not be aware of. Think in terms of guiding innovation efforts and identify the right users to design for. Look to discover the emotions that guide their behaviours.Cognitive learning psychology

Define – the define mode is when you unpack and synthesize your empathy findings into compelling needs and insights, and scope a specific and meaningful challenge.Cognitive learning psychology it’s critical to the design process because it explicitly expresses the problem you are striving to address through your efforts. Often, in order to be truly generative, you must first reframe the challenge based on new insights you have gained through your design work.Cognitive learning psychology

Ideate – ideate is the mode of your design process in which you aim to generate radical design alternatives. Mentally it represents a process of “going wide” in terms of concepts and outcomes – it is a mode of “flaring” rather than “focus”.Cognitive learning psychology step beyond obvious solutions and try and harness collective perspectives. Uncover unexpected areas of exploration. Create fluency (volume) and flexibility (variety) in your innovation options.Cognitive learning psychology get the obvious solutions out of your heads and think differently. This is where you can explore wild ideas, while trying to stay on topic.

Cognitive learning psychology

Prototype – prototyping is getting ideas and explorations out of your head and into the physical world. A prototype can be anything that takes a physical form – be it a wall of post-it notes, a role-playing activity, a space, an object, a model, an interface, or even a storyboard.Cognitive learning psychology you need to learn. Solve disagreements. Start a conversation. Fail quickly and cheaply. But still manage the solution-building process.

What? | how? | why?Cognitive learning psychology – divide a sheet or the whiteboard into three sections: what?, how?, and why? Start with concrete observations (what). What is the person you’re observing doing?Cognitive learning psychology notice and it write down. Try to be objective and don’t make assumptions in this first part. Move to understanding (how). How are they doing what they are doing?Cognitive learning psychology does it require effort? Do they appear rushed? Use descriptive phrases packed with adjectives. Step out on a limb of interpretation (why). Why are they doing what they’re doing?Cognitive learning psychology what are their motivations and emotions. Understand the meaning and assumptions of the situation.