Design Thinking is a secret ingredient of many successful organizations. Integrating DT with CEMMethod has produced remarkable results. In this deck we review the how with examples.

1. Examining Design Thinking &
It’s Impact on your Customer’s
Needs
Steve Towers

2. What is Design Thinking?
Why do we need it?
Who is doing it?
What can it do for process excellence doers?
Examples & Results Delivered…
Examining Design Thinking and it’s
Impact on your Customer’s Needs
STEVE TOWERS
@stowers
Stevebtowers.com

4. BP GROUP FOUNDER & CEO
STEVE TOWERS
DISNEY
VIRGIN GROUP
CITIBANK
FIDELITY
SOUTHWEST AIRLINES
BENTLEY

5. NOT FOR PROFIT
ESTABLISHED IN 1992
CLIENTS & 25+ PARTNERS
IN 118 COUNTRIES
BUSINESS CLUB SPECIALIZING IN
RESEARCH, CONSULTANCY AND TRAINING
GLOBAL CERTIFIED PROCESS
PROFESSIONAL PROGRAM

6. #cppusa
#custexp
#bpm
#cx
@jdodkins @JimSinur
@STOWERS

7. Examining Design Thinking and
It’s Impact on your Customer’s
Needs

8. Examining Design Thinking and
It’s Impact on your Customer’s
Needs
to Herbert A. Simon's 1969
The Sciences of the Artificial
Robert McKim's 1973 Experiences in Visual Thinking.
Peter Rowe's 1987 Design Thinking
David M. Kelley, who founded IDEO in 1991
Richard Buchanan's 1992 article
"Wicked Problems in Design Thinking"

9. Design Thinking Concept
Systems Thinking
Intuitive
Thinking
Analytical
Thinking
Design
Thinking

10. Design Thinking (Original) Process
Design Thinking Outside-In Process

11. DESIGN THINKING
Agree the
Successful
Customer
Outcome
Define the
Process
Create & Consider
Many Options
Refine & Review
Selected Options
Repeat
Pick the Winner!
Implement
Outside-In

12. DESIGN THINKING
Agree the
Successful
Customer
Outcome
Outside-In

13. DESIGN THINKING
Agree the
Successful
Customer
Outcome
Define the
Process
Outside-In

14. DESIGN THINKING
Agree the
Successful
Customer
Outcome
Define the
Process
Create & Consider
Many Options
Outside-In

21. DESIGN THINKING
Agree the
Successful
Customer
Outcome
Define the
Process
Create & Consider
Many Options
Refine & Review
Selected Options
Repeat
Pick the Winner!
Implement
Outside-In

22. DESIGN THINKING
Agree the
Successful
Customer
Outcome
Define the
Process
Create & Consider
Many Options
Refine & Review
Selected Options
Repeat
Pick the Winner!
Implement
Outside-In

24. “We believe progress starts with a deep
understanding of our customers.
That’s why Design Thinking is our go-to method
for building the products and experiences that
our customers need.
This human-centered methodology, coupled with
a “fail fast” attitude, allows us to quickly
identify, build, and test our way to success.
We spend less time planning, more time doing,
and, above all else, challenge ourselves to see
the world through the eyes of our customers
every step of the way,” says Huang.
Evelyn Huang, VP of Design
Thinking and Strategy at
Capital One

25. Evelyn Huang, VP of Design
Thinking and Strategy at
Capital One
“traditional process skill sets
such as Lean and Six Sigma will
remain relevant, but will need to
be adapted to better support
customer-obsession, with a focus
on analyzing and redesigning
business processes to win, serve,
and retain customers.”
Clay Richardson,
Principle Architect at Forrester

26. How design thinking and digital are helping Vision
Australia collaborate…
CMO of the not-for-profit organisation shares how its
latest digital communications investment is not just
breaking down organisational silos, it's also improving
customer experiences http://bit.ly/29BqTV8
“We couldn’t interact together or with clients,
information was very difficult to navigate, and
it wasn’t aligned with our goals of breaking down
organisational silos,” McAlpine said. “We also
wanted to link what we do as a business back
to the customer experience as an organisation.
That’s central to the decisions we made.”
Megan McAlpine, CMO,
Vision Australia

28. www.bpgroup.orgwww.bpgroup.orgwww.bpgroup.org
Confirm
Customer
Choices
ORCA
Assessment.
Understand
Organization
Maturity
Successful
Customer
Outcome
Mapping
Process
Activity
Mapping As-Is
Choose
Optimize
Align or Innovate
Action
Planning
Process
Activity
Mapping To-Be
Integration
&
Roll Out
ORCA
Refinement &
Development
01 02 03
060504
07 08 09
www.bpgroup.org

29. www.bpgroup.org
http://bpgroup.org
http://www.innovation-portal.info/
http://www.cemmethod.com
http://bit.ly/29Gz2wa
http://agilecem.com

30. www.bpgroup.org
AUSTRALIA CPP PROFESSIONAL, MASTERS & CHAMPS
WWW.CEMMETHOD.COM
WWW.BPGROUP.ORG
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32. What is Design Thinking?
Why do we need it?
Who is doing it?
What can it do for process excellence doers?
Examples & Results Delivered…
Examining Design Thinking and It’s
Impact on your Customer’s Needs

33. Examining Design Thinking and
It’s Impact on your Customer’s
Needs
Steve Towers
www.stevebtowers.com