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Design Thinking


Key Issues

Design Thinking Has a Simple Premise

If I focus on people
Observe them in context
Can find what they need
  • Behaviors — what are they doing?
  • Motivation — why are they doing it?
  • Outcomes — what are they trying to achieve?
  • Ecosystem — what is the network of relationships?

Design Thinking Combines Analysis and Intuition

"Design thinking is a human centered and collaborative approach to problem solving, using a designed mindset to solve complex problems."

Tim Brown
(British Industrial Designer and President of Ideo)

Traditional vs. Design Thinking

  • Flawless planning
  • Avoid failure
  • Rigorous analysis
  • Presentations
  • Arm's length customer research
  • Periodic
  • Thinking
  • Enlightened trial and error
  • Fail fast
  • Rigorous testing
  • Lightweight experiments
  • Deep customer immersion
  • Continuous
  • Doing

Key Issues

Design Thinking Has Five Stages

Design Thinking Integrates People,
Technology and Business

Design Thinking Is Based on Six Mindsets

Design and Develop Solutions


Engineering must have empathy (EQ) to design and develop solutions that customers love.

Improve Customer Experience

Show, Don’t tell

Bring ideas to life by showing the big picture. Don’t tell customers what you will do, instead, show.

Preparation for Success


Iteration is nothing but preparation for success. Create prototypes to gauge peoples’ reactions.

Voice of Customer


Pay attention to surroundings, and develop attention span by having the time and space.

Action Oriented


Agility is integral to design. There’s a need to reach and interact with customers in more ways than ever.



Happiests Team culture with elements such as communication, support, problem solving and sharing.

Doctors Wanted to Use the Latest Technology

Initial ideas:

  • Review observations and patient condition
  • Order additional tests and treatments
  • Adjust medications
  • Be able to do all this anywhere, anytime

Observed a Doctor’s Typical Day

Patient Visits



Created the Customer Experience Map

  • Review Notes
  • Discuss Case
  • Adjust Treatment
  • Observe Outcomes
  • Readjust

Mapped the Patient-Centric Ecosystem

Developed an Initial Prototype

  • Robust multifactor security
  • Basic functionality — observations, messaging, tests, treatment plans
  • Easy-to-use, simple interfaces
  • Release to a small group of pilot doctors

Iterate to Learn, Evolve and Test the Design

Key Issues

Build a Collaborative Cross-Functional Team

Cross Functional Team Diagram

Start Small and Grow

Start Small and Grow Diagram

"There's no shortage of remarkable ideas what's missing is the will to execute them."

Seth Godin
(Author and Entrepreneur)


  • Do not start by looking at the IT systems. Identify customer journey moments delivering the highest value for customers and your business. 1
  • Treat customer engagement hub as a multiyear technology and process initiative. 2
  • Find executive sponsorship and owner of the project and break organization barriers. 3
  • Question, assess and then match the speed of response to the specific requirements of the business activity by determining the right time for every decision. 4
  • Acquire or develop the skills necessary to implement real-time continuous intelligence. 5
  • Prepare for extensive system integration of products from multiple vendors to achieve business value. 6