2013 Design As Strategy Forum
James Malizis
SAP
Solve Problems using Design Thinking + Business Thinking to Create Value
Apply Human Meaning to Technology
The Traditional Value Chain
DESIGN
DEVELOP
ADAPTED FROM DISRUPTIVE BUSINESS BY ALEXANDER MANU
MAKE
MARKET
Service
SERVICE
“IT’S NOT THE
CUSTOMER’S JOB
TO KNOWWHAT
THEY WANT.”
Steve Jobs
“If I had asked people what they wanted, they
would have said faster horses.”
― Henry Ford
Why Design Thinking
We want to engage before needs are defined
EMERGENT BEHAVIORS
DISRUPTIVE TECHNOLOGY
NEW BUSINESS MODELS
DESIGN EXPERIENCE
DESIGN PRODUCT
DESIGN SERVICE
EXPLORATION
& DISCOVERY
PROBLEM FINDING
DEVELOP
MAKE
MARKET
SERVICE
VALUE REALIZATION
UNKNOWN
NEED
SATISFIED
PROBLEM SOLVING
NEW BUSINESS THINKING
BUSINESS THINKING
DESIGN THINKING
OBJECTIVE & RATIONAL
SUBJECTIVE & EMPATHETIC
LOGICAL DEDUCTION
EMOTIONAL INSIGHT
PURSUIT OF STABILITY
PURSUIT OF NOVELTY
ANALYSIS
EXPERIMENTATION
Figure it out by
Figure it out by doing
planning
ONE BEST ANSWER
FIND A BETTER POSSIBILITY
The Design Thinking With SAP Framework comprises 6
flexible & iterative phases.
Do what is required and makes sense for you!
At The Heart Of Design Thinking Is
Small Connected Cycles Of
DEEPER DISCOVERY
Empathize
Learn
CUSTOMER
JOURNEY MAP
Ideate
Evaluate
SKETCHING &
RAPID PROTOTYPING
Create
Share
Design Thinking With SAP A Sample Tool
There are many tools that we use as part of Design Thinking. One is Journey
mapping which allows us to get into the shoes of your customers.
2. Map the Journey and uncover spaces for innovation by
mapping the emotional highs and lows.
CUSTOMER JOURNEY
MINDSET
ACTIONS
TOUCHPOINTS
ACTIONS
TOUCHPOINTS
MINDSET
1. Define Customer &
create a persona
10
3. Generate Ideas that
will create value
The Space
Apply Human Meaning to Technology