Two methods for innovation are Lean Startup and Design Thinking. So how do they work together? We look at when to use what and how to make this practically work.

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What ways are there to solve problem X?
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Design thinking &
Lean Startup
Different formats in which design thinking can be applied in
innovation projects and lean startup projects.

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Combining empathy for the
context of a problem, creativity
in the generation of insights and
solutions, and rationality in
analyzing and fitting various
solutions to the problem context.
What is Design Thinking

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Design thinking & Lean startup

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LEAN STARTUP
DESIGN THINKING
PROBLEM

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PROBLEM
Empathy: Understand customers & problems
Problem definition: What is the real problem?

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Critical Thinking
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• Breaks things down
• Linear organization
• Prioritizes to close
• Defined
• Path forward
• Rules- and process-based
• Risk-adverse
• Quantitative (numbers)
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Design Thinking
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• Builds things up
• Lateral associations
• Explores to open up
• Ambiguous
• Iterative
• Breaks the rules; trusts
intuition
• Risk-embracing
• Qualitative (stories)

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of startups fail

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So less than 75% of ideas are not
that great

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or 75% of identified problems are
not really problems

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If you have one idea or
identified problem and it is not
good one, you are stuck without
an idea or a non-problem …

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…so you better have a lot of
ideas or identified
opportunities and filter to end
up with a great idea or pressing
problem.

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DIVERGE
CREATIVITY
UNDERSTAND
CUSTOMERS
FILTERED
PROBLEM
DEFINITION
CONVERGE
RATIONALITY
FILTER

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When to use what?
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3 hour workshop
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What ways are there to solve problem X?
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Empathy &
problem definition

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Understand people’s motivation,
needs, problems, ways of
thinking and day to day life

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Empathy & problem definition
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In order to find the needs and problems users have, you need to understand their
motivations, behaviour and thought process. To do so close time is required alongside
users. You can think of joining them during a day, working in a shop or ask them to keep a
diary.
When?
At the moment you have defined a target
group (nurses in the emergency room) or
a specific moment (for example upgrading
your mobile phone) but have not tested
the problem yet.
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How long?
Depending on the situation and case. Can
range from 1.5 hours with a user to for
example working in a school for 2 days.
Afterwards a problem framing session of
around 2 hours.
What do I need?
The way to do so depends on the target
group and the direction you want to go.
Talk to the design team to define a plan
and what techniques to use. After the
visits to patients a session is needed to
bring all information together and define
the main problems.
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Who should be there?
Everyone that is involved in defining the
service should visit at least one customer
to understan

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Design sprint
During a 5 day workshop we go through all steps. Used by
Google Ventures to move from problem to solutions faster.

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What is a design sprint?
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During a 5 day workshop you go through all the before mentioned stages leading to a
tested prototype.
More info: http://goo.gl/4vF6lt
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When?
At the moment you identified and
validated some problems.
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How long?
The whole process takes 5 days.
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What do I need?
Two rooms (one to work, the other for
interviews). First and last day arrange
contact with potential customers.
The workshop material will be provided by
the ideation hosts.
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Who should be there?
The whole product team (and the
potential customers).
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Day 1: Understand
Dig into the design problem through research, customer interviews, competitive review,
and strategy exercises.
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Day 2: Diverge
Rapidly develop as many solutions as possible. (Including an ideation session)
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Day 3: Decide
Choose the best ideas and create a user story.
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Day 4: Prototype
Build something that can be shown to users.
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Day 5: Validate
Show the prototype to potential customers and learn what works and what doesn’t work.
(user research)
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3 hour workshop
When:
What ways are there to solve problem X?
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Customer discovery
interviews
Toolkit, preparation and joining teams the first time they get
out of the building.

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3 hour workshop
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What ways are there to solve problem X?
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Ideation workshop
How to get a lot of ideas for defined and validated problems
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DIVERGE
PROBLEMS
FILTERED
SOLUTIONS
CONVERGE
FILTER

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What is ideation?
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Get a lot of ideas/solutions after you have defined some problems.
This way you don’t get hung up on only a few.
When?
At the moment you identified and
validated some problems.
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How long?
A session would last around 3 hours.
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What do I need?
A large room and refreshments. The
workshop material will be provided by the
ideation hosts.
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Who should be there?
It is important that besides the project
team, there are (potential) customers that
will have the problem(s) you identified.

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3 hour workshop
When:
What ways are there to solve problem X?
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Prototyping
Help teams with prototyping techniques like paper
prototyping, interactive wireframing, stitching visual design
together, etc.

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User research
Once you have a prototype or a product, how to test what
people think, how they would use it and what issues they
encounter.

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Questions? Remko Vermeulen remko@tid.es
Mobile 682827335