Design thinking summarised by Lockwood is a human-centered innovation process, which with a help of observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping and concurrent business analysis produces innovations and business opportunities.
The keynotes that I learned from design thinking gurus Katja Tschimmel and Gijs van Wulfen was:
Note 1: You cannot innovate alone. In innovation process you need to have multidisciplinary team to achieve good results. It is also important to involve customers to the process in an early phase. After the ideation session you need to have people to design the product/ service, to prototype it, to develop it, to produce it, to test it, to sell it and so on.
Service Innovation and Design 2014 students group photo.
Note 2: Design Thinking is an experimental and iterative process, not linear process. It is usual that you go back and forth in the Design Thinking process.
Note 3: You have to accept the fact that you might fail. In Design Thinking process there is always a possibility that you do not achieve any new ideas or results.
Note 4: First ideas that pops in to your a head are usually bad ones because they are common and not original ideas. That does not mean that you have failed you just have to rethink you thoughts. In ideation phase it is very effective to think in a divergent way. For example if you are developing a new service concept for pharmacies you could/ should think how Alko or Posti might deliver that service.
Note 5: To make a success in Design Thinking process you have to make outside the box –ideas to inside the box –ideas. After ideation session your group might have plenty of marvellous ideas. But before you present them to your CEO it is a good idea to translate the ideas to your boss’s language so he/ she will not immediately say no. This means that you follow the criteria that were set in the beginning of the process for example the minimum profit margin, target group, possible partners and when the new service/ product would be launched. There has to be real business need and goal for innovation to success. Also timing is very important. If the company is struggling in day-to-day business it is not the right moment for new service innovations.