Innovation

By Design
Design Thinking Course
September 2017
Rules of The Game

1. Your gadgets in silent mode please

2. Presence does matter!

3. Focus

4. Active & Proactive

5. Appreciate Ideas & Opinions

6. Have Fun!
Innovesia
An innovation-investment partners for people who are:
passionately investing in innovation,
making an impact for their organization/ society,
and going to the extra mile
We Are Known In Indonesia As…

The pioneers and leaders of

Makers & Innovators Movement

The early adopters and advocators of

Design Thinking & Human-Centered Design

The builders and shapers of

Indonesia’s Innovation Ecosystem
…..in Indonesia
Meet the Founders
Training more than
2,500 workshop Consulting & Training:
• From Government to Private Companies
participants
• From Local Community to International
Organization
• From Children to Adults
• From Farmers to CEOs
From Students to Educators
More than 500 •
• From Technology, Healthcare, Education,
Prototypes Social, Hospitality, Commerce, Automotive
&
More than 50
on going
product
development
Clients & Playground
 What Is
Design
Thinking?
IDEO Shopping Cart Challenge
Lessons Learned

1. “Old” product can be redesigned

2. Not an expert in specific area, but expert in the
process of design stuff
3. Project Leader is good with goods, not because of
seniority
4. Diverse background in a team; Engineer, MBA,
Marketer, Linguist, Psychologist, and Biologist
5. How to work in team work with no title, no permanent
assignment
6. In innovation culture there's no hierarchy
7. Go to the field and ask experts and consumers at first
hands to learn; take photo, interview, observe etc
8. Learning from the fieldwork is important
9. Encourage wild ideas; enlightening trial and error
10. Make prototype: fail often to succeed sooner
Innovation starts from

Innovation Does Not Start From…

TECHNOLOGY PRODUCTS FEATURES

BUT Innovation Starts from HUMAN’s ……

MINDSET NEEDS EMPATHY

What is Design Thinking?

a mindset and process

to Mindset

empathize
human-centered
issues and problems,
and then to find Prototype Empathy
collaborative
approaches and
innovative ideas /
solution Human-centered
issues & problems
through
visualization and Collaboration
Visualization
prototypes
to solve it Ideas
Design Thinking for Digital Banking

Challenge: Bring Citi further into digital space

Participants: Top Performers, Division Heads, VP to Director
Client: Citibank

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MMUI – Prototype Result: Ofwigo

Link to our prototype : bit.ly/dtofwigo

Name : OFWIGO (from off-we-go)

Apps program : There will be tutorial simulation as new member sign up to facilitate them to explore the apps.
Apps Design : fun, colorful, because traveling and travel planning should be fun and less-stress. There will be
various Indonesian tourism (from culinary, to historical) as an icon to promote our country.
Branding :

Our long-term goal :

1. Create easy “ofwigo” branding commercial
2. Create easy tutorial commercial
3. Create a choice of languange (english, indonesian, etc)
4. There are choice of themes, to make it more personal to every member (from colorful, to monochrome
style)
5. Collaborate with government institution to find potential local tourism and add it on our apps.
6. There will be “EXPLORE” page that offers tourism place (advertisement place)
7. There will be “Download Journey” option to take our travelplan offline.
8. Collaborate with various travel web-based like traveloka, google, tripadvisor, booking.com, pegi-pegi.com,
zomato, because ofwigo is a portal that provide everything in traveling.
9. Have a further discussion and studies with people with various backgrounds like travelers itself,
psychologist, interior designer, finance manager, etc to define type of people who travels.
10.Make a website
www.designthinking.id

15
What Will You Learn

INFUSE the RIGHT EQUIPP the right ENABLE the

MINDSET and methodology and innovators/doers
EMPATHY to systematic to collaborate in
develop approach for solving problems
innovative human-centered creatively in
thinking based design. team or
on human individually
needs.
Innovesia’s Design Thinking Model

Induction (Look In side)

Immersion (Look Out side)
Inspection (Look All side)
INSIGHT
I see the opportunity, how do I create?

Identification (Problem
definition)
Imagination (Idea generation)

Inception (Idea selection)

IMPLEMENTATION IDEATION
I have challenge how do I approach it? I have an idea, how I build it?

Installation (Prototyping)
Iteration (Testing)
Impact (Launching)
 Framing – Zoom In Zoom Out

INSIGHT IDEATION IMPLEMENTATION

Inspection
(look all side)

Immersion
Iteration
(look outside) Imagination (Testing & Improvement)
(idea generation)

Installation
Induction Identification Inception (Prototyping)
(look inside) (problem definition) (Idea selection) Impact
(Launching)
Setting The
Topic &
Scoring
Agenda
Date Topic Group Work

9 Sep 2017 INSIGHT 1. Industry Research

• Empathy 2. Customer Research
• Customer Research 3. Customer Profiling
16 Sep 2017 IDEATION 1. Customer Job’s To Be Done
• Synthesizing Canvas
• Brainstorming 2. Customer Gains & Gains
• Idea generation 3. Value Proposition Canvas
4. Gain creator & Pain reliever
5. Ad-Lib Value Proposition
IMPLEMENTATION 1. Prototyping
• Prototyping 2. Story board
• Storytelling
23 Sep 2017 PROJECT AUDITION & 1. Storyboard
STORYTELLING 2. Role Play
MMUI Design Thinking course scoring

Individual
1. Presence
2. Personal Take Away

Group Work
3. Process
4. Prototype
5. Presentation
Collaborative Platform

Individual Take
Away

Group Worksheet

Presentation
Collaboration with Indosat
Industry Focus

Morning Afternoon Industry Focus

Group Group
1&2 16 & 17 Automotive, Transportation

3&4 18 & 19 Consumer Packaged Goods, Consumer Retail

5&6 20 & 21 Electricity, Renewable energy

7&8 22 & 23 Finance, Banking, Investment

9 &10 24 & 25 Healthcare services, Pharmaceutical, Health insurance

11 & 12 26 & 27 Telecommunication, Broadcast, Media

13 & 14 28 & 29 Travel, Tourism, Hospitality

15 30 Education, Learning
Group Work: Industry Research
• Do research (Google, Literatures etc) about your Industry Focus
• Each Team Member writes in Sticky Notes:
• Knowledge about the industry
• Issues or opportunities
• Share and discuss with team
• Identify Key Issues & Challenges

Industry Knowledge Problems, Issues & Opportunities

• Industry / Market Size • Trends
• Growth & Forecast
• Products / Service characeteristic • PESTLE: Politic, Economic, Social &
• Price & Commercialization Technology, Legal & Environment
• Policy
• etc • Issues

• Opportunities
Project Brief
Group: Industry Focus:

What is the problem to be solved?

Who are your target respondents?

• abc
INSIGHT
The Story of EMBRACE
Story of Embrace
The Embrace Warmer started as a class
project at Stanford University when a group of
graduate students were challenged to design
an intervention for neonatal hypothermia
that cost less than 1% of the price of a state-
of-the-art incubator.
A group of graduate students at
Stanford University
Reality bites…

Every year 20 million low-birth weight babies are born; 4

million of them die, because of lack of thermal (warmer)/
incubator provider

Traditional incubators are prohibitively expensive and

require electricity, and often available in major urban
hospitals

Rural parents often do not have the resources to

travel to urban hospitals to access an incubator
Infant warmer price costs > USD 1000
Started with Field Research
Observation of LBW babies with Moms
Come up with initial design

FAILED!
FAILED!
FAILED!
Looking for best options
Reiterate the Prototype
But still no mums use it!

FAILED!
FAILED!
FAILED!
Design Refinement
Now only costs USD 25!
Now you can donate too!
It All Began With Empathy

The ability to understand and share the feelings of

another

The intellectual identification with or vicarious experiencing of the feelings, thoughts,

or attitudes of another
Empathy Video

43
Needs: Explicit & Implicit
Said & Shown

Explicit Needs

Unsaid & Not

Implicit Needs
Shown

Always Ask
Why
What Customers Really Want

45
The Problem with Customers

Customers can’t Customer says what

always articulate they don’t want
what they want,

even when they Customer don’t say

do, their action what they want
tells a different
story
How to Empathize

‘s approach empathy . . .

without with curiosity

judgment
optimistically
with a beginner’s
eyes respectfully
Always Ask Why

Pasien tidak mempan terhadap terapi dan kondisinya memburuk

Ask As If You
Pasien tersebut menerima obat yang salah Really-Really-Really
Want To Know
Karena perawat memberikan obat yang salah tanpa sengaja

Karena perawat salah membaca nama obat tersebut

Karena ada dua nama obat yang mirip disimpan bersampingan

sesuai abjad
Get Into Customers Shoes

Looking from our

What do they do?
customers’ point What do they see?
of view What do they hear?
What do they feel?
What do they (really) do?

What do they (really) see?

What do they (really) hear?
What do they (really) feel?
Customer / Patient Journey

Informing husband
about the check-up
result
Receive information Got check-up
about hospital/
clinic que
Checking
Home works
accompanion

Prepare to go to
check-up
Anxieties arise to Prepare dinner
know the condition
of the baby
Breakfast & early Family chat
activities
Wonder about her
health and baby’s
condition Sleep
Morning sickness
Drinking food Emotional
supplement: Roller Coster

Wake up Feeling excited to prenatal milk etc

get to the clinic for
today

Morning Noon Afternoon Evening

Observation
Observation
What’s in Your Bag
What’s in Your Bag
What’s in Your Bag
Framing The Right Question
Video Observation
Photo Observation
Ethnography

Ethnography is the branch of anthropology that involves trying to understand how people
live their lives.
Unlike traditional market researchers, who ask specific, highly practical questions,
anthropological researchers visit consumers in their homes or offices to observe and
listen in a nondirected way.
Our goal is to see people’s behavior on their terms, not ours. While this observational
method may appear inefficient, it enlightens us about the context in which customers
would use a new product and the meaning that product might hold in their lives.
Segmentation Criteria
Criteria Sub Example
Demographic Age & Life Cycle 18 y.o, 18-25 y.o
Gender Male & Female
Income Poverty – Low – Middle – High –
Prosperity
Generation Baby boomers, Gen X, Gen Y, Gen Z
Geographic Living location Jakarta
Work / School location Serpong
Region Banten / DKI Jakarta
Psychographic Behavior Egoistic, Spiritful
Attitude Irresponsible
Personality Sanguinis, Depress,
Netnography Website, Mail Client, News seeker, Outlook,
Digitalgraphy Desktop OS, Mobile OS, Windows, Android, Smartwatch,
Wearable, Tablet Samsung
Tool: Respondent/ Customer Profiling

Photos Demographics: Geographics:

1. Umur : 20 Tahun Tempat lahir, tempat Sekolah/ kuliah, tempat
2. Jenis Kelamin : Pria & Wanita tinggal dll
3. Kelas Sosial : Menengah ke Atas
4. Pekerjaan : Pelajar,
f Mahasiswa,
Pekerja Lapangan

Pscyhographics:
hobi, genre music favorit, penulis novel favorit, aktivitas olahraga sekarang, apa saja yang
dikerjakan di waktu luang etc

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Tool: Customer Journey

Pagi Siang Sore Malam

Group Work: Field Research

1. List down a set of interview questions

and or observations points to be asked
to the customer, experts or your target
audiences

2. Each Team interviews/observes 3-5

target customers based on set of
questions

3. Take pictures of your target customers

activities, and their profiles