Deliver Value to your Consumers with Design Thinking
Design thinking is not new. Previously just a buzzword, design thinking has evolved to become an effective creative problem-solving approach. Businesses are putting consumers first on the agenda to better address their needs.
Can you apply design thinking effectively in your area of work?
Are you able to adopt the latest design thinking tools and methods?
Can you do prototype building to visualise your ideas?
Are you able to test the effectiveness of your prototypes?
Adopt Design Thinking to Win the Hearts of Consumers
Join this 2-day interactive workshop and acquire the techniques to design thinking for creative innovation and human-centred design. Learn the latest creative problem finding and problem-solving principles. Explore key research techniques to uncover the real ‘People Problem’. Adopt varying techniques for ideation with divergent idea generation, converging ideas and Concept Posters. Build your prototype through a variety of formats. Test your innovations with live real-time user testing via qualitative research testing. Design your innovation roadmap to iterate and launch your innovation.
- Led by Dan Pankraz from Leo Burnett Australia, with more than 20 years of international branding and innovation experience
- Case studies analysis from design-centric brands such as Nike, Netflix, Samsung, Diageo and Airbnb
- Practical hands-on exercises to apply design thinking to your area of work
Benefits of Attending
- Examine the design thinking mindset and organisational best practices
- Apply the right design thinking methodologies for your organisation
- Acquire the key research techniques to uncover the real ‘People Problem’
- Assess research processes and methods: interviews, contextual inquiries, cultural safaris
- Create persona and empathy maps to unpack key behaviours indicators
- Turn research themes into insights and opportunity spaces for innovation
- Learn how to frame opportunity spaces with ‘How Might We’ statements
- Adopt latest ideation tools and techniques used by Nike, Samsung, Airbnb, Diageo
- Explore the Makers Mindset, prototyping methodologies and storyboarding techniques
- Conduct user testing research techniques on prototypes created
- Discover how to do mock interviews to explore feedback on prototypes created
- Create a Business Model Canvas to structure your innovation effectively
Dan is an internally renowned brand strategist and innovation specialist with over 20 years international experience in Sydney, New York and London working on some of the world’s most famous brands including Nike, adidas, Emirates, Samsung, Canon, Mercedes and Heineken. Dan has worked on innovation and experience design projects for Nike across Europe including Nike’s digital membership service, Nike Training Club app and Nike+ running service.
Dan leads The Diner, Leo Burnett’s business design practice which was recently named Australia’s 4th most innovative company in the prestigious AFR Innovation Awards.
Dan combines his cultural, brand and consumer expertise and has recently developed a bespoke Design Sprint methodology incorporating behavioural science and world-class ideation techniques to create breakthrough creative business solutions to ‘People Problems’. Dan has recently created new business models for Canon, including new Canon Kyoyu (peer-to-peer camera sharing marketplace), Canon PrintNow (on-demand printing service) and CocktailPorter.com.au (Australia’s first subscription based cocktail kit service).
Dan is also passionate about building creative confidence and problem-solving skills amongst youth and runs Design Thinking Workshops at schools and community centres in Australia for children aged 10-18.
Who Should Attend
Senior level executives responsible for Design, Innovation, Experience, Planning and Development.
Registration: 8.30am • Workshop: 9.00am – 5.00pm
Morning, afternoon refreshments & lunch will be served at appropriate intervals.
An action-packed day where we deep dive into the design thinking process and apply problem finding, creative problem-solving and ideation techniques to a live design challenge chosen by delegates. We will explore a range of case studies such as Nike, Airbnb, Canon, Netflix, Diageo, Jetstar and government agencies in Australia.
Session 1: What is Creative Innovation and Human-Centred Design?
This session will examine the who, what, why and when of human-centred design and innovation principles. Delegates will choose a live design challenge to work on for the remaining of the workshop.
- The origins and evolution of human-centred design in business and culture
- The design thinking mindset and organisational best practices
- Design thinking methodologies (4D process and others) and applying the right one for your organisation
- Choosing a design challenge to solve
- Exercises: Design thinking mindset discussion, organisational assessment of design thinking readiness, selection of group design challenge
Session 2: Problem Finding - Uncovering the Real ‘People Problem’
A problem well-defined is a problem half-solved. For this session, delegates will learn key problem finding techniques and how to ‘empathise’ with consumers to solve the right human-centred problem. Delegates will also explore key research techniques to uncover the real ‘People Problem’ with commercial and not-for-profit case studies.
- Explore the problem space with an empathy mindset
- Stakeholder mapping
- Research processes and methods: one-on-one interviews, contextual inquiries, cultural safaris
- Persona and empathy map creations to unpack key behaviours: needs, wants, motivators, barriers
- Customer journeys and user stories
- Exercises: Stakeholder mapping, persona creation, empathy mapping, one-on-one research interviewing, building a customer journey and user story
Session 3: Defining the Innovation Opportunity
Building on research themes gathered, we will develop insights that unlock key opportunity spaces for innovation. The development of ‘How Might We’ statements becomes the rocket fuel for your ideation stage.
- Turning research themes into insights and powerful opportunity spaces for innovation
- Framing the opportunity via ‘How Might We’ point of view statements
- Exercises: 5 Whys Insight Generation, Abstract Laddering, Insight Clustering, “How Might We” statements
Session 4: Ideation for Impact
Learning from the global creative brands and institutions, we will examine varying techniques for ideation. Starting with divergent idea generation and then converging ideas to land on key ‘Concept Posters’.
- Brainstorming and ideation best practices and principles
- Latest ideation tools and techniques from the world’s most creative organisations
- Refining ideas, innovations and prioritisation
- Creation of Concept Posters and Elevator Pitch
- Exercises: Idea sketching techniques, Crazy 8’s, “What If” idea cards, behavioral intervention ideas, celebrity takeover, Concept Posters, Elevator Pitch
- Case studies: Nike, Samsung, Diageo, Airbnb, innovative start-ups
Delegates will bring the innovations developed on Day 1 to life in the context of the real world. Delegates will also test innovations with real consumers and build a roadmap for delivery.
Session 5: Prototyping your Innovation
This session will take innovation from Concept Posters into a low-tech artefact to test with potential users, an iterative process where the innovations come to life through a variety of formats.
- The Makers Mindset and prototyping methodologies
- Storyboarding and building the innovation experience
- Building your prototype
- Creating bespoke design principles
- Exercises: Storyboarding, prototype creation via role-playing/physical building and sketching
Session 6: Testing your Innovation with Users
This session examines live real-time user testing of prototypes via qualitative research testing of ideas created. Delegates will learn how to conduct user research and what to look out for to ‘pivot’ an innovation based on user feedback.
- User testing research techniques
- Creating hypothesis for research
- Discussion guide creation
- Mock interviews to explore feedback on prototypes created
- Exercises: Discussion guide creation, conduct mock one-on-one user testing interviews
Session 7: Developing your Innovation Roadmap
- Business Model Canvas creation
- Shark Tank innovation presentation of prototypes
- How to develop an innovation roadmap to iterate and launch your innovation to market externally or within an organisation
- Exercises: Create a Business Model Canvas, innovation presentation and feedback