The Executive Study Group (ESG) online seminar named “The Joy of
Innovation: How to Use “Design Thinking” to Enjoy Digital Transformation” was
held by the ESG, Asia Pacific Institute for Strategy Limited (APIFS) on 26th
Mar 2021. In the beginning, Dr. Mark
Lee briefed the background, history and goal of Asia Pacific Institute for
Strategy Limited (APIFS), as well as Inudstry-support during Covid-19. The content included “Challenges of Digital
Transformation”, “Design Thinking x Digital Transformation” and “The Five Digitalization
Stages by Design Thinking”.
Firstly, Dr. Mark Lee using “The New York Times” as case to explain the
challenges of Digital Transformation.
Because newspaper’s revenue model was destroyed. It is because of
digital competition not from direct competitors.
Then Dr. Lee asked us to poll the purpose of digitalization. There are 35% voted to Revenue Growth and 29%
for Better Customer Satisfaction. Some
participants asked why without efficiency and productivity. Then Dr. Lee use bank case to brief the risk
of limiting to cost reduction and efficiency gain that only business process improvement
on hygiene factor (digital optimization) but not digital transformation.
Prof. Sunil Gupta (Harvard Business School) statement was quoted that
digital strategy touches all aspects of their organization but not separated
from their overall strategy. Then Dr. Lee quoted different CIOs in the Fujitsu
Summit (2021.03.09) that recommended to use “Design Thinking” to change our old
mindset on digitalization.
The second poll is for the progress of digitalization in your
company. Most of us were dissatisfied
(38%).
After that Dr. Mark Lee
explained “What is Design Thinking” and he quoted Mr. Tim Brown (Chair of IDEO)
that Design thinking is a human-centered approach to innovation that draws from
the designer’s toolkit to integrate:
i)
The needs of
people,
ii)
The possibilities
of technology, and
iii)
The requirements
for business success.
He
also introduced the lenses of human-centered design including People,
Technology and Business.
Comparing the traditional thinking and design thinking was
discussed. Some key different pairs were
demonstrated such as avoid failure vs fail fast, rigorous analysis vs rigorous
testing, thinking vs doing, etc. Dr. Lee
said design thinking employed both left and right brain.
And then Dr. Lee quoted Tim Brown statement again that “The mission of
design thinking is to translate observations into insights and insights into
products and services that will improve lives.”
Simply speaking, Design Thinking will improve lives. The five digitalization stages by Design
Thinking (a continuous loop) was introduced.
Empathize: Learn about the audience for whom you are
designing, by observation and interview. (Who is my user? What matters to this
person?)
Define: Create a point of view that is based on user
needs and insights. (What are their needs?)
Ideate: Brainstorm and come up with as many creative
solutions as possible. (Wile ideas encourage!)
Prototype: Build a representation of one or more of
your ideas to show to others. (How can I show my idea? Remember: A prototype is
just a rough draft!)
Test: To ask for feedback on your prototypes and to
learn about your user, reframe your point of view (POV) and redefine your
prototype.
The poll 3 asked about
empathize stage in our company. Most
people replied Proactive (35%) and Neutral (30%).
Finally, Dr. Lee introduced the divergent thinking (right braining for
generation - imaginative)& convergent thinking (left brain for synthesis -
analytical) for different stages.
The last poll asked us “Which stage is the most difficult?” 36% of
participants selected “Ideate”. But I
selected “Empathize” because of difficult to have insight observation.
At the end, Dr. Mark Lee introduced the next topic named “The Power of
Knowing What You Don’t Know” in April 2021.
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