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Design Thinking & Project Management

This is a short presentation on Design Thinking for a PM audience, showing the benefits of incorporating Design on projects and providing a very high-level overview of methods and tools.

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Design Thinking & Project Management

  1. 1. Design Project Management Design Thinking & Project Management Bruce Gay, PMP
  2. 2. Agenda 1. Introduction 2. What is Design? 3. Key Elements of Design Thinking 4. Why Design Thinking? 5. The How (Tools & Methods) 6. Future State - Where things are going 7. Design Resources Design Project Management
  3. 3. Personas – Who are You? 1. New to Design Thinking – Skeptical about “touchy feely” aspects of human-centered design • Minimal or no experience with Agile methodology • Worried design will drive up cost and schedule risk on projects 2. Wants to control “Scope Creep” & deliver products that delight the customer • Experienced PM who manages complex projects where requirements are vague or not known at the start of a project • Waterfall methodologies have not provided 100% success in the past 3. Wants to apply human-centered design to her organization’s projects • Open to applying new thinking to product or service delivery • Her organization is supportive of embedding Design Thinking into the business as a strategy for innovation Design Project Management
  4. 4. A Call to Action Design Project Management
  5. 5. Did you know that Design is "old news"? As Project Managers we are late to this party. Design Project Management
  6. 6. Design Project Management The Future for PMs The future of Project Management is deeply linked with Design.
  7. 7. The Need for Design Thinkers Design thinking has emerged as a major trend for how innovative organizations are approaching problem solving. Design thinking encourages innovative solutions by drawing on approaches from engineering and design and combining them with ideas from the arts, social sciences, and the business world. For Project Managers, Design it is particularly significant for exploring and then narrowing the scope of requirements for a project in a way that generates non- typical solutions to a challenge. Source: TwentyEighty Strategy Execution, Inc. Design Project Management
  8. 8. Design Thinking encourages a more strategic approach to Project Management. Design Project Management
  9. 9. Design is what other people do? Wrong! Even non-designers can do Design. Design Project Management
  10. 10. What is Design? Design Project Management
  11. 11. Examples of Design Design Project Management
  12. 12. “ Design is not a one-shot vaccine; it’s an ‘innovation fitness program’ that puts an organization on top of its game. It is not an ‘event’, it is a way of thinking, communicating and doing every day. ” Heather Fraser THE ROTMAN SCHOOL OF BUSINESS, UNIVERSITY OF TORONTO What is Design Design Project Management
  13. 13. Design is not just something layered on at the end. It’s not lipstick on a pig. Design Project Management
  14. 14. Good Design is about building the right thing, not just making things look pretty. Design Project Management
  15. 15. Design is complementary to what you do now. Design Project Management Design Engineering
  16. 16. Key Elements of Design Thinking Design Project Management
  17. 17. Design Thinking represents the democratization and application of problem-solving methodologies that are integral to Design. Design Project Management
  18. 18. Key Elements of Design Thinking Design Project Management People-centered. Empathy is at the core.
  19. 19. Design Project Management Extensive Collaboration. Key Elements of Design Thinking
  20. 20. Design Project Management Highly creative. Strives for diverse viewpoints. Key Elements of Design Thinking
  21. 21. Design Project Management All about doing. Being hands-on. Key Elements of Design Thinking
  22. 22. Design Project Management Iterative. Key Elements of Design Thinking
  23. 23. Why Design Thinking? Design Project Management
  24. 24. Design is a cross-cutting product development activity that should be top to bottom. Project Managers should not run from Design, they should be driving it. Design Project Management
  25. 25. “Design Thinking is the creative and systematic approach to problem solving by placing the user at the center of the experience.” Prof. Anthony Mayo HARVARD BUSINESS SCHOOL Design Project Management
  26. 26. Design Drives Business Value Over the past 10 years, design-driven companies outperformed the S&P 500 Index by 219%. Source: The Design Management Institute (DMI) Design Project Management
  27. 27. Design Helps to Mitigate Risk / Failure Source: Accenture and CEA 2011 Design Project Management of returned consumer electronic products have no defects…95% 68% worked properly but didn’t meet customers expectations. (They either thought it was broken or it did not work properly.) In 2011, this represented a $17 billion problem in the U.S. alone.
  28. 28. Design Reduces Overall Development Costs 1x 10x 100x RELATIVE COST TO REPAIR Tom Gilb SOFTWARE ENGINEER AUTHOR OF “PRINCIPLES OF SOFTWARE ENGINEERING MANAGEMENT” (1988) Design (concept) Development Released Design Project Management
  29. 29. Design Promotes Interdisciplinary Collaboration Design Engineering Business Human Sciences Design facilitates collaboration among these key disciplines Design Project Management Effective teamwork requires a common language and set of methods and principles that everyone can participate in.
  30. 30. The Cost of Design is Not All That High Source: Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of the finding of usability problems,“ Proceedings of ACM INTERCHI'93 Conference (Amsterdam, The Netherlands, 24-29 April 1993), pp. 206-213. Design Project Management
  31. 31. The How (Tools / Methods) Design Project Management
  32. 32. Design Thinking is not magic. There is rigor to it. You can learn it. You can practice it, you can get better at it. Design is a set of tools to solve problems. Design Project Management
  33. 33. “Design Thinking stresses the need to rapidly prototype the solution so that the designers can get feedback as quickly as possible.” Prof. Sarah Soule STANFORD GRADUATE SCHOOL OF BUSINESS Design Project Management
  34. 34. Discovery Synthesis Creation Validation Generic Design Model Design Project Management Iterative
  35. 35. There are Many Models of Design Source: Stephanie Gioia, Director of Consulting, XPLANE, inc. Design Project Management
  36. 36. Stanford Design School Process Design Project Management No single process or toolkit serves every case. Design has as variety of processes and tools that people customize to serve their needs. The five step process from the Stanford Design School is a model that is broadly used and has proven value. Source: Stanford University Institute of Design Empathize Define Ideate Prototype Test
  37. 37. As a Project Manager, you need to understand whatever design process you are using and account for it. Design Project Management
  38. 38. Future State - Where things are going Design Project Management
  39. 39. The Future – Applying Design to PM Practice There are softer, more intangible benefits of Design. Design provides a toolbox. There are different tools that Project Managers can use. There are different applications: • Process improvements • Stakeholder participation • Requirements gathering • Experience design Design Project Management
  40. 40. When faced with a tough business challenge -- tackle it as a design problem! Design Project Management
  41. 41. Summary of Takeaways 1. The future of Project Management is deeply linked with Design. 2. Design Thinking encourages a more strategic approach to Project Management. 3. Good Design is about building the right thing, not just making things look pretty. 4. Good Design is about problem solving. 5. Even non-designers can do Design. 6. Design is not magic. There is rigor to it. You can practice it, you can get better at it. 7. Project Managers should not run from Design, they should be driving it. 8. Project Managers need to understand whatever Design process they are using and account for it. Design Project Management
  42. 42. Design Resources Design Project Management
  43. 43. Where to Go for More Information Design Project Management • IDEO • Frog Design • Stanford d.school • Luma Institute • IBM Design Thinking
  44. 44. Design Project Management Thank you. Bruce Gay, PMP LinkedIn & Twitter : brucegay

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