DESIGN

THINKING

Michael Weisz
 / Let me introduce myself - background/

# 9 Years in the porting goods industry

Shapeheart – Co Founder and COO - 2 Years

Hungaria – Business and product dvlpt – Teamwear and Fashion retail strategy - 1 year

Uhlsport – Brand manager / KAM (Spalding, Canterbury, BLK, Uhlsport, Kempa) - 5 years

Club Estudiantes – Marketing/Merchandising - 1 year

 / Let me introduce myself - background/

#External ecturer
EM Lyon
Kedge
Staps Marseille
Aix Sport Law master

#Blogger/Media
Sportbuzzbusiness.fr – associate – business and strategy development
Digital sport – sports marketing analysis

#Misc
Basket individual training – general secretary - communication
Various consulting missions - start up, agencies…
 / What about today?/

It’s all about design

PART 1 - 1h30
# Quick Introduction to design thinking 5 steps

PART 2 - 1h30
# Workshop : Shapeheart and Beaubleu Paris
WHAT IS DESIGN?
 /What is Design?/

“Most people make the mistake of thinking design is

what it looks like. People think it’s this veneer — that
the designers are handed this box and told, ‘Make it
look good!’ That’s not what we think design is. It’s not
just what it looks like and feels like. Design is how it
works.”
— Steve Jobs
/What is Design?/
/What is Design?/
 /For what purpose?/

Is it Usefull?
Human
The innovation sweet spot

Is it Feasible? Is it viable?
Tech Business
 /And what a good design is?/

#Innovative #Honest
#Useful #Long-lasting
#Aesthetic #Thorough down to the last detail
#Understandable #Environmentally friendly
#Unobtrusive #As simple as possible
 /What is Design Thinking?/

Design thinking is a human-centered approach to

innovation that draws from designer’s toolkit to
integrate the needs of people, the possibilities of
technology, and the requierements for business
success »
Tim Brown président and CEO of IDEO
 /What is Design Thinking?/

In other words: « it’s a defined process and mindset

for solving problems that’s all about putting your
users at the center »
 /Where does it come from?/

1970 1980 1987 1991

Herbert A Simon : Science of design
Robert McKim : Visual Thinking
Bryan Lawson : How Designers Think about design cognition in the context of architecture
Nigel Cross : Developments in Design Methodology
Peter Rowe : Design thinking in architecture
Rolf Faste : Ambidextrous thinking
David Kelley : Stanford D school founder
Richard Buchanan : Wicked problems in design thinking
 DESIGN
THINKING
/ Design Thinking - 5 steps? /
 /Some Key points about it/

# Collaborative

# Creative

# Iterative

# Human Centered

# Tangible/concrete
# But this is no linear process, more a chaotic one
/ Design Thinking - Real Life /
# But even having this in mind, you can get easily lost
/ Let’s dive into those 5 steps /
 STEP 1
EMPATHIZE
 /Step 1 - Empathize/

„It’s not the customer’s job to know what they want“ — Steve
Jobs

# If they know what they want, there is 99% chance that the
product/Service already exist
 /Step 1 - Empathize/

#What the consumers want?

VS

# What they do, what they think, what they feel and what they
say?
 /You got it, observation and interaction are key/

# Go Beyond statistics
# Get behind peoples stories
# Find creativity
# People are measurements tools
# Become sensitive and aware
# Discover real needs
 /Step 1 key point/

# When it comes to insight, it is never enough

STEP 2
DEFINE
 /Step 2 - Define/

#You need to put words on what you’ve observed previously

#Step 1 and 2 are often a single step, this is our way to start to engage our
creativity

#Be open minded - especially if you don’t have enough time to dig further
your market research

#Make a synthesis of everythings you’ve investigated on

 /Why you need to make a synthesis/

# Make sense of what you learned

# Share findings

# Look for insights

# Identify Patterns

# Discover Opportunities
/Please get organized/
 /Step 2 Key point/

# Try to rationalize everything

STEP 3
IDEATE
 /Step 3 - Ideate/

#This is the creative part

#Series of brainstorming sessions including people far from your

project and from different fields of expertise

#Always keeping in mind the feasibility of the project

#Talk about your project anytime you can

 /Step 3 - Ideate/

#Do not under estimate the power of the brainstorming

#If you do it properly you’ll get amazing results

#Here are some guidelines and rules to have in mind

 /4 basics rules/

# Always have a designated facilitator

# Keep up with the energy flow - how might we question
# Establish constraint - what if question
# Have a huge board to write everything down - everyone
must be able to access the board
 /And some basics behaviors/

1 - 1 conversation at a time
2 - Quantity over quality
3 - Headline
4 - Build on the ideas of others
5 - Encourage wild ideas
6 - Be visual
7 - Stay on topic
8 - No judgment : no and but are forbiden
 /Step 3 Key point/

# Be open minded with a heterogeneous team

 STEP4
PROTOTYPE
 /STEP 4 Prototyping is more then building/

# A prototype is worth a thousand pictures

# Eliminate ambiguity and resolve disagreements

# Spark a different kind of conversation

# Fail quickly and cheaply

# Break the problem down into manageable parts

 /Step 4 - Prototype/

#Hopefully you’ve been pretty good on the previous steps

because prototyping can cost a lot

#If it is your one and only product or service, it can put your
company in geopardy
 /Step 4 Key point/

# Stop talking, now DO IT

 STEP 5
TESTING
 /Step 5 - Test/

#Is this really the funny part?

#You fail or you learn?

#Again, Fail fast

 /Always test it with users not only internally/

# Don’t forget that you test to upgrade your solution but also to better your
understanding of you users

# And don’t fool yourself, always go to your extreme users not the average
consumer, you won’t learn enough.
 /How to test?/

# Show them, don’t explain

# Let them speak or have them speak

# Watch how they use it, correct them later

# Ask question, always do

/Testing should be more than testing functionnality/

# Deepen your understanding - gain empathy

# Explore - build to think better

# Refine your solution with your users

# Inspire others by sharing your vision

 /Step 5 Key point/

# Don’t care about your ego - Team and results matter

 /And then, you do it again, again and again/

#Once you have a nice prototype, you restart from the

begining
 /Now you get it/

# It is a succession of divergent thinking and convergent

thinking

Divergent Divergent Convergent

Convergent Convergent
 /When can you launch?/

# It will depend on a lot of criteria

#But be conscious that you product will never be perfect fo

so launch it anyway.
CONCLUSION
 /To conclude/

„Fall in love with a problem, not a specific solution“

 /Look Further/

Design thinking is way more than just a way to

find a solution

It is way more then than just create a new

product or a new service
 /Look Further/

#It might be one of the most powerfull tool for strategic insight for your
company

#Empathy is key to understand you users, prospects, your markets

#Though strategic decision will come from it

#You always need to see the bigger picture this will make the difference.
 /Look Further/

And behind that there is a major challenge, if you know

how to be empathetic, how to switch from divergent and
convergent thinking, you’ll be a great manager, for your
company, for people you will work with and for yourself