DESIGN THINKING FOR INNOVATION SUCCESS Tom Kelley Partner, IDEO Founder & Chairman, D4V
Feb 15, 2017
DESIGN THINKING FOR INNOVATION SUCCESSTom KelleyPartner, IDEOFounder & Chairman, D4V
Adobe “State of Create”
global surveys
(2012 & 2016)
80% of people think
unlocking creativity is critical
to economic growth…
…but only 25%
feel that they are living up to their creative
potential.
How might we unlock the creative confidence of the other 75%?
The Storyteller
- Empathy- Prototyping- Storytelling
Design Thinking(tools of a designer)
Blend Technology with Humanity
Doug Dietz
at GE Healthcare:
looking more deeply
Doug Dietz atGE Healthcare:
Using empathy to blend technology with
humanity
The Anthropologist
Airline Video Vuja De
You know your machine scares the heck out of kids,
right?
The Anthropologist
Airline Video Vuja De
…we have to anesthetize more than 80%of our
pediatric patients.
The Anthropologist
Airline Video Vuja DeStanford d.school“Bootcamp” class
Always start with empathy
GE Adventure Series scanners
Empathy happens face-to-face and goes
beyond customer feedback
“Medicine bottles don’t give me
any real trouble”
“Medicine bottles don’t give me
any real trouble”
“Medicine bottles don’t give me
any real trouble”
“Medicine bottles don’t give me
any real trouble”
Treat Life as an Experiment
Geniuses don’t necessarily have a higher success rate than the rest
of us.
- Dean Keith Simonton
Dyson’s retail experiment
James Dyson’s cyclonic vacuum
started with 5128 prototypes!
The real measure...
Thomas EdisonAnkit Gupta
& Akshay Kothari
Image courtesy of Anirudh Rao
Acquired by LinkedIn for $90
million
The Storyteller
Experimenting with a 1-hour prototype
The Storyteller
Leverage the Power of Storytelling
The data
does not always speak
for itself
The story of the faithful dog
“Hachiko”
Origin Stories
Purpose-driven stories
Transforming everyday purchases into a force for good around the world
Delivering happiness
The North Face: a new brand story for China
Blend Technology with Humanity
Treat Life as an Experiment
Leverage the Power of Storytelling
DESIGN THINKING FOR INNOVATION SUCCESSTom KelleyPartner, IDEOFounder & Chairman, D4V