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Book overview of_non_designer_guide_to_design_thinking

This is the 5 minutes overview of "The non designer guide to design thinking-“What a marketer learned in design school?” (English version).

The author introduced how non designer can learn the design thinking in d school based on his experience in authentic design school in Institute of Design, Illnois Institute of Technology. He classified the components of design thinking into four parts, mindset, thinking, process, and environment and make business people easy to understand the whole picture and roadmap to learn design thinking.
The best seller book acquired #2 Kindle sales of business book in 2015 in Japan and was translated into 4 languages.

Book's website:

Book overview of_non_designer_guide_to_design_thinking

  1. 1. “What a Marketer Learned in Design School?”
  2. 2. 2 Bestseller design thinking book in Asia Japanese Edition Find your copy on Kindle, or at the Japanese annual business book sale Available in English, Japanese, Korean, Chinese, Taiwanese
  3. 3. About the Author Current CEO and Chief Innovation Producer at biotope ltd. He holds a Masters of Design Methods from Illinois Institute of Technology, and a Graduate degree from University of Tokyo’s Faculty of Law. His professional accomplishments include the successful product launches of hit products, Febreze and Lenor, at Procter and Gamble (P&G). He then worked as the brand manager of Gillette in Japan. Later, he moved on to Sony where he launched the Sony Seed Acceleration Program. Currently he specializes in business to consumer (B-to-C) consumer goods brand design and in service design of high-tech research and development (R&D) projects. Kunitake Saso biotope, inc CEO / Founder Chief Innovation Producer
  4. 4. This book introduces how to learn and practice the four components of design thinking. With emphasis on mindset and thinking which is critical to cultivate design culture. 4 Process Creator’s Spirit for Continuous Destruction and Creation Environment Co-Design Process Based on Empathy Towards Humans Mindset Environment for Stimulating Prototyping and Creation Thinking Hybrid Thinking for Idea Synthesis Design Thinking Main Chapters
  5. 5. Thinking Design Thinking With the Whole Body Design thinking utilizes verbal, visual, and kinetic senses to help unleash your creativity. By using multiple senses, you can maximize your creativity. Thinking: Hybrid Thinking for Synthesizing Ideas
  6. 6. Thinking Breakdown of the designer‘s thinking method The author breaks down how designers think into three phases: input, conceptual leap, and output. Designers can synthesize ideas by utilizing questions to elaborate on the three phases of the thinking process. Thinking: Hybrid Thinking for Synthesizing Ideas
  7. 7. Thinking The Six Essentials Senses for Creativity The author introduces the examples of Daniel Pink’s six senses, as noted in The Whole New Mind. An exclusive introduction with examples from the ID curriculum helps readers learn and apply these six senses. Thinking: Hybrid Thinking for Synthesizing Ideas
  8. 8. Mindset Various Types of Prototype Design thinking lies in the culture of prototyping. Prototyping process is a “sequences of process” to improve the feasibility and fidelity of ideas into business model. Mindset: Creator’s Spirit for Continuous the Destruction and Creation
  9. 9. Mindset Cycle of Human Centered Co-Creation Process: Co-Design Process Based on Empathy The design process acts like a compass for the design team, who is grappling in the dark trying to create something entirely new. The design thinking process is a moving cycle through four quadrants on two axises: concrete/abstract thinking, outer reality, and inner vision.
  10. 10. Process ◆ Illustration of four modes of the design process design thinking Process: Co-design Process Based on EmpathyTowards Humans
  11. 11. Process ◆ Example of a design thinking project Process: Co-design Process Based on EmpathyTowards Humans
  12. 12. Process The three Hats of Innovation The concept of the Three Hats of Human Centered Design to support design innovation is a fundamental starting point. This concept comes from the design firm, IDEO, that states “New value is created when three elements of desirability, feasibility, and viability overlap”. Environment: Environment for Stimulating Prototyping and Creation (Source:IDEO Human centered design, supplemented by author)
  13. 13. Environment Environment: Environment for Stimulating Prototyping and Creativity ◆ Example of a design thinking project
  14. 14. From T-shaped talent to H-shaped talent H-shaped skills is when you have one strong vertical speciality. The addition to a horizontal line with which you can connect to other people’s vertical specialities, creating an “H”. H-shaped skills let you easily connect with other people. An important skill for future designers will be the ability to connect several people with strong specialities (vertical lines), using the designer’s power of visualization and ideation of future. Career: Design as a career in the business world
  15. 15. 21st Centuty Innovation Career Map This map illustrates the overview of new job emerging in the intersection of business, design, and engineering. The business designers are to choose the balance of three skills. These days, culture, and environment are emerging as a new types of business designer career. Career: Design as a career in the business world
  16. 16. Five types of business designer’s skill Where are the five skills sets a business professionals can utilize to add value to the designorldz Career: Design as a career in the business world Entrepreneur Type - Ability to express visions as a story Copywriter Type - Ability to verbalize concepts Venture Capitalists Type - Ability to design business models Editor Type - Ability to edit and convey consumer stories Facilitator Type - Process design and facilitation 1. 2. 3. 4. 5.
  17. 17. Acquire my book http://www.nondesignersguidetodesig You can download JPEG file of key charts FOR FREE You can purchase the E-book on Amazon E-book Website
  18. 18. Contact me Thank You! E-mail: Twitter: sasokunitake Any questions, please contact me. Your comments are welcome!