Management Issues:

Strategy and Innovation

10. Design Thinking Prototyping

Prof. Dr. Caroline V. Rudzinska

Updated Task
Presentation Group Assignment : Show us your final idea.
Groups 3-6

(Identify hidden pains and gains of your persona. Please show us your identified problem by performing a short sketch about it.
Based on the Value Proposition Canvas identify relevant innovation solutions within your created future. Identify at least 3 Top
Ideas (Product or Service). Please prepare a short presentation showing those ideas.

Don’t forget you are in 2050!

» Be creative, use pictures, use music, tell us a story…take us into the future. )
Groups: Status from 31.10.2022
Group 1 -
GREENTROCRACY
1 Rojin Yaghoubi
2 Cara Bengfort
3 Doireann Hurley
4 Chatherine Kabanda
5 Aikaterini Tsitoura
6 Laura De Santis Gómez
Group 4 – HUMANS INC.
1 Elizabeth Kiczka
2 Lucia Regueiro Rama
3 Yanina Woywitka
4 Sol Quiroga Chen
5 Jonas Wienkamp
Group 2 – POST
ATHROPOCENE
1 Rafael dos Santos Gouveia
e Gonçalves de Sousa
2 Marcjanna Sprogis
3 Delfina Sanchez Manselle
4 Fanny Otse Mawandza
5 Guido Troisi
6 Jakub Marek
Group 5 –
GREENTROCRACY
1 Claire Westenfelder
2 Olatz Uribe Arrinda
3 Aaron Nyanutse
4 Finlay Moultrie
5 Berend Pelsma
6 Nessen Hanumunthadu
Group 3 – EXTINCTION
EXPRESS
1 Alaviia Ismailova
2 Laurent Atmadi
3 Luke Tunney
4 Ben Hoskin
5 Ingrid Ybarnegaray
Wende
Group 6 – HUMANS INC.
1 Valeria Discant
2 Isobel Malone
3 Ines Gimenez Santa
Cruz
4 Ursula Urunuela
Molinuevo
5 Soulef Bensoula
Reminder
Test:
The test will take place on the 13.12.2022 in room B2.04 from 12:15 pm till 4:00 pm.
Please bring your own device (ideally computer, make sure it is charged), you will need
it to take the test.

Exam:
Your exam will take place on 24.01.2023 in House B (Badensche Straße) in room B 2.04 (room
still to be confirmed) from 12:00 am till 4:00 pm.
The written exam will request all the contents of
this course.
Please bring a pen and your Student-ID!

5
Outlook
Your entrepreneurial project
1 2 3 4

Empathy Map:
Future Persona: Future Persona Gaining insights
The outlook: A Future
Who is it? Journey: Identifying
Scenario 2050

6 7
5

Design
Value Proposition
Thinking Business Modell Canvas
Canvas
Design Thinking

Source: https://wissenimwandel.com/design-thinking-oder-wie-designer-denken/
How was it?
2 Min
2 Min
 4 Min

8 Min 4 Min
“Design is not just what it
looks like and feels like.

Design is how it works.”

Steve Jobs
Design Thinking is an user-centered
approach for innovation
Design Thinking is a set of principles

• Image Credit: D.Mindsets, d.School Stanford (dschool.stanford.edu)

Design Thinking is a craft
 “Design Thinking is a method of meeting humans’
needs and desires in a technologically feasible and
strategically viable way.”
- Tim Brown (IDEO)
Picture Credit: https://sternspeakers.com/speakers/tim-brown/
Design Thinking as mindset, process & toolbox

1) Mindset: done by humans for humans, design never ends.

2) Process: Design thinking is an iterative process, which does not follow a

linear, chronological order from start to finish. One can switch between the
phases back and forth depending on the current challenge at hand.

3) Toolbox: e.g., Stakeholder Map, Empathy Map, AEIOU, Persona,

Storytelling…

Source: Brenner, Uebernickel, and Abrell (2016)

Design Thinking as a mindset
Part 1: Why?

Source: Brenner, Uebernickel, and Abrell (2016); https://www.teachthought.com/critical-thinking/3-modes-of-thought-divergent-convergent-thinking/

Design Thinking as a mindset
Part 2: How?

Source: Brenner, Uebernickel, and Abrell (2016); https://www.teachthought.com/critical-thinking/3-modes-of-thought-divergent-convergent-thinking/

Design Thinking as a mindset
Part 3: What if?

Picture Credit: https://www.pinterest.de/pin/fail-early-fail-often-fail-forward--517843657148865711/

Design Thinking as an iterative process

Source: https://www.impactweek.net/how-we-work/method/
01.UNDERSTAND
to expand the scope of

of thinking.
 29

Foster a holistic view!

02. OBSERVE

critical hidden needs

to unearth.
Workaround
03. SYNTHESIS

to identify insights &

uncover opportunity areas.
04. IDEATE

the generation of unique

ideas with high
market potential.
05. PROTOTYPE

to communicate ideas
tangibly & to learn through
building.
06. TEST

to get continuous
feedback for improvement
& course correction
Further developed Design Thinking process:
Micro- & Macro Process

In 10 years of teaching Design Thinking at St. Gallen University the authors Brenner,
Uebernickel, and Abrell (2016) made the experience, that applying DT-principles
alone without structure can be too abstract and demanding for learners.

Hence, they developed a two-stepped process model consisting of a micro- and a

macro-process in cooperation with the engineering department of Stanford University.

Source: Brenner, Uebernickel, and Abrell (2016)

Design Thinking as a process:
Micro-process

Source: Brenner, Uebernickel, and Abrell (2016: 11)

Design Thinking as a process:
Micro-process written summary

1. Step: “Define the problem” means that a so-called challenge, the problem brief, is worked out. The
challenge describes the problem-to-solve in form of a question.
2. Step: “Needfinding & Synthesis”, is aimed at revealing end (obvious and hidden) customers’ needs.
3. Step: “Ideate”, teams are encouraged to find solution ideas through brainstorming, so that solutions
are envisioned based on previous steps, not decoupled from the needs of customers.
4. Step: “Prototype”, is to build prototypes that can be tested in the next step with customers.
5. Step: “Test”, prototypes are tested with end customers. For the success of a Design Thinking project,
this step is of central importance. There is an important reason why “Test” and “Learn” are connected.

Source: Brenner, Uebernickel, and Abrell (2016: 11)

Design Thinking as a process:
Macro-process

Source: Brenner, Uebernickel, and Abrell (2016: 12)

Design Thinking as a process:
Macro-process written summary

1. Step: “Design Space Exploration” explores the so-called design space, based on the challenge.
2. Step: “Critical Function Prototype” First solution prototypes are built based on the critical functions
revealed in the previous step.
3. Step: “Dark Horse Prototype” the “Dark Horse” is the horse that nobody bets on, yet it wins.
4. Step: “Funky Prototype” the divergent phase is closed. This step aims to merge the best ideas from
all prototypes.
5. Step: “Functional Prototype” Requirements and boundaries of the final solution are fixed. The
Functional Prototype needs to be much more specific than prior prototypes.
6. Step: “X-is-finished-Prototype” serves to detect one key functionality (“X”) and what effort is
required to realize the final prototype.
7. Step: “Final Prototype” comprises all functions necessary to satisfy realizable customer needs.

Source: Brenner, Uebernickel, and Abrell (2016: 12)

Excursion...make your discussions even
better....
Source: IDEO
Source: IDEO
Source: IDEO
Source: IDEO
Source: IDEO
Source: IDEO
Source: IDEO
Prototyping
Design Thinking: 53

Phase 4 “Prototyping”
Prototyping

Source: https://www.quora.com/What-is-a-website-mockup-design
Prototyping
Types
Prototyping
Types

Source: http://www.idemployee.id.tue.nl/g.w.m.rauterberg/lecturenotes/MFP-Prototypying.PDF#; https://usersnap.com/de/blog/prototyp-website/

Prototyping
Types
Prototyping
Types

There’s no doubt that wireframes and mockups are similar: they both are static phases of UI design, they both
deal primarily with how the site looks, and they both don’t require functionality. The main difference is in their
quality.
Source: https://brainhub.eu/blog/difference-between-wireframe-mockup-prototype/
Prototyping …some examples
Lo-Fi Prototypes – Paper models
Prototyping …some examples
Lo-Fi Prototypes – Wireframing
Prototyping …some examples
Hi-Fi Prototypes (3D-Models)
Prototyping …some examples
Hi-Fi Prototypes
Prototyping …some examples
Hi-Fi Prototypes
Prototyping …some examples
Physical prototypes
Prototyping …some examples
Physical prototypes

BMW Nazca Sukhoi Superjet 100 prototype

Questions?
Weekly task, outlook and reflection
Task: Prototype your idea
1. Define your Top Idea further - be precise and use the “Top Idea Template”
2. Create a Storyboard, showing how your idea will be used
3. Think of a prototype of your idea – it does not need to be „fancy“, it just must show/explain
how your idea works and what the essence of your it is.

Remember – in Design Thinking the purpose of a prototype in the beginning is

“to communicate ideas tangibly & to learn through building”
1. Top Idea Template
Name of your idea Short description
Your idea in three sentences – including the hypothesis
what you want to test

Visualization User
Visualize your idea. Who will use your idea and in which situation?
Which need is being addressed?
2. Create a Storyboard

Describe and visualize the complete

experience of your idea over time
through a series of images, sketches,
cartoons or even just text blocks.

Stick figures are great—you don’t need

to be an artist. Use digital Post-it Notes
or individual sheets of paper to create
the storyboard so you can rearrange
their order.

You can use…

→Mural https://www.mural.co/

→Miro https://miro.com/app/dashboard/
2. Create a Storyboard

Here you can use MURAL:

https://app.mural.co/template/103bba6d
-8ce3-41ee-a0e1-
d4aa0693e07a/4259066f-a546-446f-
b1ef-06b895f2ee37
2. Create a Storyboard: Example 75

Source: https://cloud.netlifyusercontent.com/assets/344dbf88-fdf9-42bb-adb4-46f01eedd629/78b5ae7f-96b6-4f37-bfbc-ff2b3258004e/08-storyboarding-in-ux-design-800w-opt.png
Top Idea Template
Adapt the insights from your storyboard
Name of your idea Short description
Your idea in three sentences – including the hypothesis
what you want to test

Visualization User
Visualize your idea. Who will use your idea and in which situation?
Which need is being addressed?
 3. Prototype your idea

Create a prototype, showing your idea

Task – Summary Overview
First draft of task assignment till 10.01.2023
Please work out in your group following task:

Make the first drafts of your prototyped business solution.

1. Define your Top Idea further - be precise and use the “Top Idea Template”
(look at "Top Idea Template")
2. Create a Storyboard, showing how your idea will be used
(look at "Create a Storyboard")
3. Make a first tangible drafts of your prototype
(use the storyboard, the top idea template, notes, sketches, etc.)

Please bring your first draft of your tangible prototype to our next session and please
prepare a max. 3 min presentation of it.
You need it for the work in the Design Thinking Lab.
 08:45 am: Be 15 Min earlier there – we need
to register together at the main entrance.
Outlook
Seminar 13.12.2022, 20.12.22 & 10.01.23
Date Topic Task Required Literature
Please bring your own device
13.12.2022,
12:15 pm - 4:00 pm Test (ideally computer), you will need to work with it .
in class.

20.12.2022 Self-study: Prototyping

Brenner, W., Uebernickel,
F., & Abrell, T.
10.01.2023 (2016). Design thinking
Double Session Group Assignment: Optimize the as mindset, process,
08:45 am- 4:00 pm, and toolbox. Design
prototype of your idea by testing it –
Design Thinking Lab – Design Thinking - Evaluation thinking for innovation
Startup Incubator Berlin
Overwork and finalizes your
and adapting (pp. 3- 21). Springer,
Das Gründungszentrum der presentation (by showing us your
Cham
HWR Berlin Rohrdamm 88, optimized prototype.
13629 Berlin
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