Introduction to Design Thinking - CFA...

Introduction toDesign Thinking

December 1, 2015

CFA Institute Technology Impact Day

Charlottesville, VA

About Motiv

Motiv is a strategy firm that helps organizations unlock

opportunities for growth and renewal.

Motiv partners with leading organizations around the world to identify, design, and

develop opportunities and experiences that deliver lasting value—both for their

organizations and for those they serve.

We tackle some of the most critical and challenging problems in business today to

spur customer-fuelled innovation, design, and strategy.

BUSINESS STRATEGY

DESIGN METHODS

CONSUMER

INSIGHTS

Motiv’s approach is a blend of

business strategy, consumer

insights, and design methods.

Many types of organizations began to

invest in design in the past decade

© Motiv Strategies 2015

4

Auto

Heavy design investment used to be limited to a few industries

FashionConsumer

ElectronicsFurniture

Past decade has seen unprecedented investment by CPG companies

P&G Coca-Cola Method

6

Services companies are applying design

JetBlue Fidelity InvestmentsCapital One

7

Tech companies are adding thousands of designers

SAP GEIBM

8

Rotman

Academia has fostered the link between design & business

ParsonsStanford

d.schoolUVA

9Even governments are using design

UK Design Council Singapore U.S. Federal Government

How organizations are winning with design



Winning with designMeeting Unmet Needs

Proprietary and Confidential. © Motiv Strategies 2015 14

How might we apply this concept at CFA Institute?


Winning with designBetter Customer Experiences


Winning with designBetter Customer Experiences

Learning Planning Starting Entering Ticketing Waiting Boarding Riding Arriving

1 2 3 4 5 6 10987

Continuing


Winning with designThe Wow Factor

How does design work?

What is Design Thinking?

Design thinking is a

human-centered process

for solving ambiguous (or hairy) problems.

What is Design Thinking?

Design Thinking is about people

Risk

Desirable

Feasible Viable Wasted time+ effort

Outcomes

Motiv’s approach to Design Thinking

Investigate Ideate ImplementReframe Refine

Increase empathy

Increase potential solutions

Increase scale

Reduce ambiguity

Reduce complexity

Principles ofDesign Thinking

What are these people doing?

How are they doing it?

Why are they doing it?

Design Thinking is user-centered

Design Thinking is co-creative

Design Thinking is journey-focused

Continuing

Planning

Learning

Waiting

Ticketing Arriving

RidingBoarding

Design Thinking is holistic

Multi-disciplinary

Multi-sensory

Contextual

Design Thinking in action

Doug Dietz

Designer, GE Healthcare

• More cooperative

patients

• Higher productivity

for staff

• Lower opportunity

cost

• Better outcomes

Problems AddressedThe Design Thinking process in action


Doug Dietz, Designer, GE Healthcare

Design Thinking is about finding the sweet spot

Desirable

Feasible Viable



Design Thinking Process


Investigate

WHY: to understand the problem

HOW: interviews, focus groups, contextual

observation, shadowing

VALUE:

• Puts the problem in

context

• Closer to the customer

• Codify the needs of all

stakeholders

• Reduce risk of creating

the wrong thing

Empathize, observe, study, examine


Reframe

WHY: to synthesize insights

HOW: affinity mapping and other tools

VALUE:

• Make sense of data

uncovered in

Investigation phase

• Identify themes and

patterns

• Realistically frame the

problem

• Create and validate

hypotheses to explore as

basis for ideation

Connect, recognize patterns, clarify, decipher


2015 44


Ideate

WHY: to generate solutions

HOW: brainstorming, etc.

VALUE:

• Leverage the collective

intelligence of the project

team plus other invited

guests to solve the

problem(s)

• Generate a large number

of potential solutions

• Combine promising

solutions

• Enable team-building

and collaboration

Imagine, create, solve, invent

46

To have a good idea, you need to have a lot of ideas …

© Motiv Strategies 2015 47

Refine

WHY: to prioritize and select the best ideas

and gather feedback from key stakeholders

to improve concepts through rapid iteration.

HOW: scoring, scenarios, storyboards,

improv, vision videos, etc.

VALUE:

• Choice making based on

objective criteria

• Prototype and socialize

best solutions

• Learn what works

• Build and test business

model and minimum-

viable product

Filter, prototype, verify, improve, experiment

Refine



Implement

WHY: to maximize the impact of well-

designed solutions by ensuring successful

adoption of proven solutions.

HOW: pilots, organizational development,

partnering, metrics

VALUE:

• Further test and improve

solution

• Engage employees and

customers in new ways

• Measure the value of the

new experience or

offering

• Demonstrate leadership

in an industry

Demonstrate, engage, influence, change, roll-out


2015 51


How can the CFA Institute leverage design as a service organization?

Introduction to Design Thinking - CFA...

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