What do you get when you put together a group of Laurea MBA in Service Innovation and Design students and Mindshake’s Katja Tschimmel and task the group to innovate a service for international students as part of the Design Thinking course? A crazy lot of innovation, creativity, collaboration, and learnings. In this blog post, I will go through how one group utilised Design Thinking to create a service offering a full in-class VR experience to anyone not physically present.
Everyone has creativity in them – uncovering our creative confidence
First, we learned the theory and about the toolkit for practical Design Thinking, including opportunity mind mapping, intent statement and insight and stakeholder maps.
As innovation starts with idea generation, these tools were great for uncovering creativity and helped narrow down our focus. IDEO’s Tom and David Kelley discuss in their book Creative confidence: unleashing the creative potential within us all (Crown Publishing Group, 2013) how everyone has creativity in them and these tools are a testament to that. For our team, the creative confidence was really built up by brainwriting which brought us the collective brainchild of creating a VR in-class experience from anywhere.
Presenting the prototype
Then it was the time to create a prototype to visually present the concept. This concept test gave us invaluable feedback from the other team which we then incorporated in the service (it was great that we had to listen to the feedback in silence as there was only the feedback, no defending of what we thought – making us concentrate on just what people want and need in their lives, also highlighted of importance by IDEO’s CEO Tim Brown in HBR back in 2008).
The real test and the permission to fail
Then we moved on to the service blueprint which proved to be a bit more difficult than our team had thought. Now was the time we actually had to answer some tough questions and we realised that we may not have actually gathered all the information we thought we did.
In real life, we would have taken a few steps back and interviewed international students (and other stakeholders), and possibly decided that this service was not viable. Failure was an option, but for the sake of the learning experience, we decided to come up with some of the answers. Tom and David Kelley also discuss in their book Creative confidence: unleashing the creative potential within us all about the “permission to fail” which essentially means that you have to learn to embrace failure to come up with better innovations. For us, the service blueprint demonstrated well that failure is part of the innovation process and not something to be afraid of.
Pitch perfect innovation and collaboration
We were then ready to pitch our innovation using storytelling. Overall, the tools really gave the framework for innovation, directing us to the goal of being able to pitch a concept.
What was also remarkable was how well we collaborated, even though we barely knew each other. Tim Brown also states in his HBR article from 2008 that the best Design Thinkers are not just experts in their own discipline but have experience from others. After working in a truly multidisciplinary team, I can fully see how much innovation benefits.
What do you think, how has your experience with practical Design Thinking been?