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Design Thinking & Project Management (June 2016)

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.

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Design Thinking & Project Management (June 2016)

  1. 1. Design Project Management Design Thinking & Project Management Bruce Gay, PMP 05 May 2016 1 Bruce Gay, PMP June 2016
  2. 2. My Background • Program Manager living in Pittsburgh, PA • Managed programs across healthcare IT, telecom and military/defense industries • 10+ years managing teams that incorporated UX Design methodologies brucegay@verizon.net www.linkedin.com/in/brucegay Twitter: @brucegay 2
  3. 3. A Call to Action Design Project Management 3
  4. 4. Digital Disruption 4
  5. 5. Digital Disruption “…all of the technology required to transform industries through software finally works and can be widely delivered at global scale.” Marc Andreessen Why software is eating the world. WSJ, 2011 5
  6. 6. Digital Disruption S&P 500: Average company lifespan is in decline Source: Foster & Kaplan 6
  7. 7. The Future for PMs 7 The future of Project Management is deeply linked with Design Thinking.
  8. 8. 8
  9. 9. Design Drives Business Value 9 Over the past 10 years, design-driven companies outperformed the S&P 500 Index by 219%. Source: The Design Management Institute (DMI)
  10. 10. Design Helps to Mitigate Risk / Failure Source: Accenture and CEA 2011 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. 10
  11. 11. 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 11
  12. 12. Design Promotes Interdisciplinary Collaboration Design Engineering Business Human Sciences Design facilitates collaboration among these key disciplines Effective teamwork requires a common language and set of methods and principles that everyone can participate in. 12
  13. 13. The Cost of Design is Not All That High 13 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.
  14. 14. What is Design? What is Design Thinking? 14
  15. 15. Examples of Design 15
  16. 16. 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 16
  17. 17. “ 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 Design as an “Innovation Fitness Program” 17
  18. 18. “Good Design is Good Business” it’s about building the right thing. 18
  19. 19. 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. 19
  20. 20. Key Elements of Design Thinking 20
  21. 21. Design Thinking represents the democratization and application of problem-solving methodologies that are integral to Design. 21
  22. 22. Key Elements of Design Thinking 22 People-centered. Empathy is at the core.
  23. 23. Key Elements of Design Thinking 23 Extensive interdisciplinary collaboration.
  24. 24. Key Elements of Design Thinking 24 All about doing & making. Being hands-on. Making to learn.
  25. 25. Key Elements of Design Thinking 25 Iterative.
  26. 26. 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. 26
  27. 27. “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 27
  28. 28. Generic Design Model 28 Discovery Synthesis Creation Validation Iterative
  29. 29. 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 Stanford Design School Method There are Many Models of Design 29
  30. 30. As a Project Manager, you need to understand whatever design process you are using and account for it. 30
  31. 31. Design Resources 31
  32. 32. • IDEO • Frog Design • Stanford d.school • Luma Institute • IBM Design Thinking Where to Go for More Information 32
  33. 33. 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 often 5. Co-design works 6. Evangelize Design by “doing it” 33
  34. 34. Key Takeaways 34 1. The future of Project Management is deeply linked with Design Thinking. 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.
  35. 35. When faced with a tough business challenge tackle it as a design problem! 35
  36. 36. 36 Thank You. Bruce Gay, PMP brucegay@verizon.net www.linkedin.com/in/brucegay Twitter: @brucegay Design Project Management

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