This is a presentation on Design Thinking for a Project Management audience, showing the benefits of incorporating Design Thinking on projects and providing a very high-level overview of methods and tools.
Design Thinking &
Bruce Gay, PMP
05 May 2016 1
Bruce Gay, PMP
• Program Manager living in Pittsburgh, PA
• Managed programs across healthcare IT, telecom and
• 10+ years managing teams that incorporated UX Design
“…all of the technology required to transform
industries through software finally works and
can be widely delivered at global scale.”
Why software is eating the world. WSJ, 2011
S&P 500: Average company lifespan is in decline
Source: Foster & Kaplan
The Future for PMs
The future of
is deeply linked with
Design Drives Business Value
Over the past 10 years,
outperformed the S&P 500
Index by 219%.
Source: The Design Management Institute (DMI)
Design Helps to Mitigate Risk / Failure
Source: Accenture and CEA 2011
of returned consumer electronic products have no defects…95%
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.
Design Reduces Overall Development Costs
RELATIVE COST TO
AUTHOR OF “PRINCIPLES OF SOFTWARE ENGINEERING MANAGEMENT” (1988)
Design Promotes Interdisciplinary Collaboration
these key disciplines
Effective teamwork requires a
common language and set of
methods and principles that
everyone can participate in.
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.
Human Centered Design
& Design Thinking is not
just something layered
on at the end. It’s not
lipstick on a pig.
Reference – en.wikipedia.org/wiki/Lipstick_on_a_pig
“ 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. ”
THE ROTMAN SCHOOL OF BUSINESS,
UNIVERSITY OF TORONTO
Design as an “Innovation Fitness Program”
“Good Design is Good Business”
it’s about building the right thing.
Design is a cross-cutting product development
activity that should be top to bottom.
Project Managers should not run from Design,
we should be driving it.
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 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
Generic Design Model
No single process or toolkit serves every case. Design has as
variety of processes and tools that people customize to serve
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
Stanford Design School Method
There are Many Models of Design
As a Project Manager, you need to
understand whatever design process you
are using and account for it.
• Frog Design
• Stanford d.school
• Luma Institute
• IBM Design Thinking
Where to Go for More Information
Lessons for Integrating Design into Projects
Top 6 Lessons:
1. Shield your teams from heavy PM tools and processes
2. Design should be involved in the full development lifecycle
3. The sequencing of design work is important
4. Strive for extensive collaboration and share designs early and
5. Co-design works
6. Evangelize Design by “doing it”
1. The future of Project Management is deeply linked with Design
2. Good Design is about building the right thing, not just making
things look pretty.
3. Good Design is about problem solving.
4. Design Thinking is everyone’s job.
5. Design is not magic. There is rigor to it. You can practice it and
get better at it.
6. Project Managers should not run from Design, we should lead by
understanding it and by using Design Thinking.
When faced with a tough business challenge
tackle it as a design problem!