Talent & Technology Symposium 2019

Presenter: Doug Powell @douglaspowell1

Title: Design Thinking in the Digital Age
Date: Wednesday, 12 June 2019
Understandin
g Evidence
Ideas
What is designthinking?
What is designthinking?
design = experience
Empathy
Empathy
The ability to identify with or
understand anotherperson’s
situation orfeelings.
Design
The discipline and craft of
envisioning and creating
great humanexperiences
Design Thinking?
“Design thinkers have this
creative confidence that,
when given a difficult
problem, we have a
methodology that enables
us to come up with a
solution that nobody has
before.” David Kelley
Founder, IDEO
Author, Creative Confidence
Design Thinking
Collaborative and inclusive
way for cross-disciplinary
teams to address complex
problems with a human focus
Design Thinking
Collaborative and inclusive
way for cross-disciplinary
teams to address complex
problems with a human focus
DesignThinking
Cross-disciplinary
Human-centered
Low-fidelity
artifacts
DesignThinking
Cross-disciplinary
Human-centered
Low-fidelity
artifacts Rapid
prototyping
DesignThinking
Cross-disciplinary
Human-centered
Low-fidelity
artifacts Rapid
prototyping Story-
driven
Designer
 IT
Developer
Architect

Executive
Sponsor
Developer
Designer

Product
Manager
 IT
Developer
Architect

Executive
Sponsor
Developer
Designer

User

Product
Manager
“Design thinking is at the center.”
Morethan200,000
IBMers are now
badgeddesignthinkers.
But does itreally work?
 We have been measuring
employee satisfaction with
the new framework, and every

Culture
response comes back as an 8,
9, or 10. One employee
shared that ‘I've worked here

Matters
for so many years, and this is
the first time I've been
excited and engaged.’”
Design-mature
companies are
seeing 60% faster
product cycles

NEA, Futureof Design 2017

Design-mature The most design-
companies are mature companies are
seeing 60% faster growing twice as fast,
product cycles seeing 32% higher
revenue
NEA, Future of Design2017

McKinsey, Business Value of Design 2018

Design-mature The most design- Design-led companies
companies are mature companies are have outperformed
seeing 60% faster growing twice as fast, the S&P by 211%
product cycles seeing 32% higher
revenue
Design Management Institute,
Design Value Index2015
NEA, Future of Design2017

McKinsey, Business Value of Design 2018

HowcanI start using
designthinking?
Empath
y Map
Empath
y Map
Design Thinkingtips
Write before you talk
There are nobad ideas
Stayfocusedon your“users”
Everyoneparticipates
Yes,and…
DesignThinkingReadingList

The Design of Solving Creative Change By

Everyday Things Problems Confidence Design
with Design
Don Norman Thinking TomKelley TimBrown
David Kelley
JeanneLietdke
Thankyou!
 Talent & Technology Symposium 2019

Presenter: Doug Powell @douglaspowell1

Title: Design Thinking in the Digital Age
Date: Wednesday, 12 June 2019