Discuss one way you could implement design thinking in a job you hope to get.

Discuss one way you could implement design thinking (using two or more of its five stages or all three of its considerations) in a job you hope to get after graduation or in your career exploration.Besides what we covered in class, there are a lot of online resources related to design thinking and some articles on how various businesses or professions are using it.
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Class #9 – 4/23
B BUS 300
Spring 2018
Dr. Esther Hayman
Copyright @ 2018 Dr. Esther Hayman
1
Front Matter
• Unfinished mini-talk assignments made if left undone at 10 PM.
• Librarian visit on Wednesday, first thing. Don’t be LATE!!!
• Discussion question on Canvas open after this class.
• 2nd team checkpoint (Design Criteria & Log) due Sat., Apr. 28
Have criteria of what you must, could, should and won’t do to
explore and evaluate options for the future. (Design Criteria
Canvas) – 2nd checkpoint
• Use the Team Presentation Assignment (on Canvas) and
Rubric to determine what you MUST HAVE for starting.
• Test #2 due by Sunday night. Less weeks covered in this one.
Copyright © 2018 Dr. Esther Hayman
2
Agenda
• Design Thinking Innovation Approach
• Jobs-to-be-Done Theory
• Hedgehog Talks – 1 remaining – Dualle
• Fixed vs. Growth Mindset
Copyright © 2018 Dr. Esther Hayman
Objectives
• Explain the three considerations in Design Thinking
• Identify the fundamental unit of analysis in the Jobs-to
–be-Done Theory
• Describe the differences between a fixed and growth
mindset.
Copyright © 2018 Dr. Esther Hayman
Design vs. Design Thinking
• Popularized by the Silicon Valley
design firm IDEO, and its
applicability to a wide range of
challenges and solutions.
• Taught at Stanford U. D school.
• Design thinkers strive to balance
what is desirable from a user’s
point of view (human) with what is
feasible with technology (tech)
and viable from a business factors
(biz) perspective.
https://dschool-old.stanford.edu/sandbox/groups/designresources/wiki/36873/attachments/74b3d/ModeGuideBOOTCAMP2010L.pdf
Copyright © 2018 Dr. Esther Hayman
Three Considerations in Design Thinking
“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit
to integrate the needs of people, the possibilities of technology, and the requirements for business
Copyright
© 2018 Dr. Esther Hayman
success.” — Tim Brown, president and CEO,
IDEO.
Design Thinking – Human Centered Design
• Uses observational techniques of
how people act or interact
• This involves empathy; allows a
person to experiencing things as
a user does.
• Addresses a user’s experience
and emotional response.
These ethnographic and analysis methods of understanding users,
differ from classical market research, such as interviews, focus
groups and surveys.
Copyright © 2018 Dr. Esther Hayman
7
If Need to Understand More on How it Differs….
• Related to innovative
design — asking
potential customers
vs. another way -watch this Ted Talk
when you can.

Copyright © 2018 Dr. Esther Hayman
8
Design Thinking as a Process
Solution focused, not problem focused
Five “stages:
• Empathize
• Define
• Ideate
• Prototype
• Test (validate)
Graphic from http://er.educause.edu/articles/2015/1/using-design-thinking-in-higher-education
Copyright © 2018 Dr. Esther Hayman
Another Way of Showing Various Stages
Copyright © 2018 Dr. Esther Hayman
10
Design Thinking – Collaboration Mindset
Collaborating in
multidisciplinary
teams.
That is why there is
team material on
the Design a Better
Business website.
Copyright © 2018 Dr. Esther Hayman
11
Design Thinking – Culture of Prototyping
• The more finished a
prototype is, the less
likely its creators will
pay attention to or
benefit from the
feedback.
• Use it to learn strengths
and weaknesses of an
idea; possible new
directions.
Copyright © 2018 Dr. Esther Hayman
12
How Approach Presentation from DT View
• What does our assignment
require and our professor
desire?
• What does the audience desire
or find usable?
• Usability, desirability – first circle.
Needs of people, the possibilities of
technology, and the requirements
for business success.
Copyright © 2018 Dr. Esther Hayman
Design Thinking and Team Projects
• Use of Design Thinking
Canvases/Templates
• Do iterations of your
ideas
• Do prototype and test it
with an audience
• Then refine it and create
another prototype.
• Other ideas?
Copyright © 2018 Dr. Esther Hayman
Agenda
• Design Thinking Innovation Approach
• Jobs-to-be-Done Theory
• Hedgehog Talks – 1 remaining – Dualle
• Fixed vs. Growth Mindset
Copyright © 2018 Dr. Esther Hayman
Jobs-to-be-Done (JTBD)
Jobs to be Done (JTBD)
• Don’t sell products and services to customers or a
product segment, but rather try to help people address
their jobs-to-be-done.
• Human need a co. is trying to fulfill
• People buy or hire a product to get a job done or solve
a problem.
• Helps identify new product or service.
http://hbswk.hbs.edu/item/what-customers-want-from-your-products
Copyright © 2018 Dr. Esther Hayman
Jobs to be Done – Clayton Christensen
• The jobs (to be done), not the customer, is the
fundamental unit of analysis for a person who hopes to
develop products that customers will buy.
• Many marketers try
to understand the
consumer rather
than the job, e.g.,
much emphasis on
data analytics.
http://innovatorstoolkit.com/content/technique-1-jobs-be-done – important to read
Copyright © 2018 Dr. Esther Hayman
Do You Have Any Idea Yet for Your Co.’s JTBD
• Functional aspects – practical and objective
customer requirements
• Emotional aspects – personal and social
dimension.
• Personal – how the customer feels about the
solution.
• Social – how the customer believes he or she is
perceived by others while using the solution.
• Resources at final team checkpoint.
http://innovatorstoolk
it.com/content/tech
nique-1-jobs-be-done
Copyright © 2018 Dr. Esther Hayman
Getting mosquito repellent where you are but not
spraying it on you
Copyright © 2018 Dr. Esther Hayman
Possible JTBD of Companies?
• Starbucks:
• Provide a third (meeting) place for human interaction.
• OR provide an individualized, consistent caffeine supply, conveniently.
• Cell phone/service provider:
• Provide a reliable communication network for your phone and other
devices that you can afford.
• Nordstrom: Provide quality products with a great return policy.
• Costco: Provide affordable quality products (generally in bulk) with a great
return policy.
• Think of another one of a common store in our area?
Copyright © 2018 Dr. Esther Hayman
Agenda
• Design Thinking Innovation Approach
• Jobs-to-be-Done Theory
• Hedgehog Talks – 1 remaining – Dualle
• Fixed vs. Growth Mindset
Copyright © 2018 Dr. Esther Hayman
“Mindset” Getting More Attention
Copyright © 2018 Dr. Esther Hayman
23
The Power of Mindset
• Orientation of your mind is a
mindset
• Your mindset is very powerful
• What is an example of when a
certain mindset of yours was
powerful and it made a
difference in your life?
Copyright © 2018 Dr. Esther Hayman
24
Work of Carol Dweck on Mindsets
Studied various levels of students. Smart college
students especially got disillusioned when made
transition into college and didn’t do as well as before.
“One very common thing is that often very brilliant children stop
working because they’re praised so often that it’s what they want
to live as—brilliant—not as someone who ever makes mistakes,”
she said. “It really stunts their motivation. ”
They saw their intelligence as a fixed trait not something that could be
developed and expanded.
The brain as a muscle that became stronger the more it was used.
Words from: http://news.stanford.edu/news/2007/february7/dweck-020707.html
Copyright © 2018 Dr. Esther Hayman
Work of Carol Dweck and Mindsets
• People’s self-theories about intelligence have a profound influence
on their motivation to learn and deal with failure.
• Students who hold a “fixed” theory are mainly concerned with how
smart they are—they prefer tasks they can already do well and
avoid ones on which they may make mistakes and not look smart.
• In contrast, people who believe in an “expandable” or “growth”
theory of intelligence want to challenge themselves to increase
their abilities, even if they fail at first.
“What was important was the motivation,” Dweck said. “The students
were energized by the idea that they could have an impact on their mind.”
Copyright © 2018 Dr. Esther Hayman
The Power of Mindset
• Fixed mindset (judger)
• Focused on
performance
• Make no mistakes
• Feeling a failure
• Lose confidence
• Prove yourself
Copyright © 2018 Dr. Esther Hayman
27
The Power of Mindset
• Growth mindset (learner)
• Focused on movement
• Learning
• Coping with failures
• Trying (again)
• Making an effort
• Develop skills
Copyright © 2018 Dr. Esther Hayman
28
The Power of Mindset continued
• What gets in the way of a learning
or growth mindset in class or when
on a team?
• Value placed on having the
answers; knowing what to do.
• Focus on managing impressions,
not look stupid…
For more: https://hbr.org/2016/01/what-having-a-growthmindset-actually-means
Copyright © 2018 Dr. Esther Hayman
29
The Power of Mindset
Copyright © 2018 Dr. Esther Hayman
30

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