Riassunto Design Strategy

4 KIND OF DESIGN THINKING

1) CREATIVE PROBLEM SOLVING (CPS): we use design thinking to frame and re-frame the problem. Creative Problem Solving is mainly adopted in innovation process that deal with Solution (Product, Service, Communication, Retail, Experience), is not so effective in Innovation that involve Direction (Vision, Brand, Business Model) or People (Culture, Organization and Process). It's an Outside-in process because we analyze the people and in them, we find their problem (they put inside us their problem). The products proposed are prototypes, created in teams, so the perception of the user could be biased since he knows that is not a completely ready product. The problem was that CPS was good in theory but not in the execution, they were not able to implement a final product.

2) SPRINT EXECUTION: Jake Knapp from Google propose this model, here the innovation is proposed by the innovator (Inside-out) by deliver a product which is a Minimum Viable Product (MVP) a product

which have all of the minimum characteristics that I’ve planned to deliver. The feedback that I will receive are real feedback. In the sprint execution you should separate the Creative Phase where the innovator should be alone, to the Testing Phase where the whole team will challenge my idea in order to foster innovate it. This model is even better than Creative Problem Solving in dealing with Solution and it’s used mainly by digital companies.

3) CREATIVE CONFIDENCE: Consultant are called in order NOT to provide innovation, but to give the company the ability to find by themselves the right solution. The point is to make the company and the people that work there, able and serene to change. The capability of creative confidence is to create Involvement, participation in employee, so design thinking is not a way to improve the solution but the organization. The whole process so is Human-Centered because there is a Co-Design and Co-Develop the organization we want to live in.

engaging employee nurturing themindset of these worker. The biggest change is on People and mainly on the Organization.

4) INNOVATION OF MEANING: We live in a world full of idea, we should spot that one that could beuseful for us, it means find the right Direction for the organization, find a new reason to buy aproduct. We need criticism to foster our idea, it’s an inside-out process enriched with the presentsof outsider experts (Interpreters) who came from different industry but could help us in seeing theproblem from another perspective.

DIGITAL TECHNOLOGIES: With the adoption of Digital Technologies, design thinking changed even more.We could leverage on these 2 types of Digital Technologies:

• DATA Digital Technologies which are: Artificial Intelligence, Big Data Analytics, Internet of Things;
• VISUAL Digital Technologies which are Extended Reality and Additive Manufacturing (ex 3D printer)

AMBIDEXTROUS THINKING: By using the Digital Technologies introduced, we could

Talk about a Digital(Artificial) Thinking, which means that Digital Tools can help me in idea generation and idea selection. For example, they can help me in:

• Manage higher complexity of data
• Explore unconventional Patterns (ex. I found a new pattern difficult to spot without digital technologies)
• Accelerate the innovation process (ex. Virtual reality is less expensive for me than bring me to a real new country)

It's still fundamental the Design (Human) Thinking, that one that concern frame and re-frame a problem, Empathy with the user, Sense making (understand the reason why of the signal we are perceiving). Ambidextrous Thinking means that we should use digital (artificial) thinking because help us in generate more idea, select the best idea, re-frame a problem after a data; but we also need Design (Human) Thinking which is still fundamental.

DEVELOPING THE DESIGN STRATEGY

INNOVATION of MEANING: Roberto Verganti changed the innovation from an endogenous (outside-in) process

To an inside-out, a new reason to buy a product. This change the direction, is not a changing of the solution. An example of innovation of meaning is the Nintendo Wii which relies on:

• A potential technology (new tech opportunity already identified but not investigated yet) and not a hidden technology (new tech not identified yet) or current tech (tech currently used) because the accelerometer was already known but not used on console.
• A new segment (new client in the current market) because they are targeting different age and gender in the same market of before and not a current segment which was that one of young male or a new market (new client and new market)
• A Hidden meaning (new values and lifestyles not identified yet) because the game is now a change to engage the whole family in an active way and is not a potential meaning because this was not discovered but never explored, and was not a current meaning because nobody used it.

Another example is Nespresso Boutique.

which has: Potential tech (colorful, good personnel, eCommerce), new market because they explore also the eCommerce, and hidden meaning because they create a boutique for elite experts, they change the coffee from a commodity to a luxury product.

In Airbnb for example they use a potential tech, they rely on a tech that was there but used in another way (internet was there but not the interaction with host and guest). The innovation is not what will be but the difference between what it is and what it will be. They were closer to a hidden meaning than a potential meaning because they create the uncertainty (new host, new people) that was not there in the hotels (we can understand the type of hotel for ex from the star).

5 - INTERPRETING

INTERPRETER: Who belong from a different, adjacent, or the same industry of your business and can give you a different perspective, a different point of view in order to enhance your product. We will look for Direct players (who sell product): manufacturers, retailers,

technology suppliers, design firms; Professionals