Welcome back
In this session,
we will talk about the design thinking methodology
Design thinking methodology
is another very famous method in startup area
These days, so many people talk about design thinking methodology
For example, in my school, Hanyang University,
there are undergraduate course, graduate course
as a semester course for design thinking method
So, before we start,
let's listen to a short interview
with the person who introduced this concept
Let's watch it together
How was that?
Do you understand the brief concept of design method?
People in this interview is David Kelly
David Kelly has been recognized as
one of the leading design thinking initiator
In 2020, he received a very good award from
National Academy of Engineering for design thinking method
to educate innovative engineers
with empathy and create confidence to generate high-impact solution
This is design thinking method
What is it?
Design thinking method is basically
We want to apply the way designers think
to your startup area
We want to apply the way how they think,
how designers behave,
to your problems
It's especially very powerful
when we apply this concept to startup case
Design thinking is a mindset and method of designers
when they apply their concept to the innovation
We don't know how designers work
How designers think, how designers behave
So, designer thinking allow us to understand
how designers think, how they work, and how they behave
If we apply the way how they did
to your area of business,
it would be very helpful and powerful
You need to think like designers
What do we mean by that?
You observe users, you identify their needs,
and you test early with real people
This is how we think like designers
Designers usually start with empathy,
explore multiple ideas, prototype rapidly,
test, and iterate
This is how designers think, act, behave
Again, designers start with empathy,
explore many ideas,
prototype rapidly,
test and iterate
Look at the picture
This is actual process how designers think and act
Again, designers start with empathy,
and they define the consumer's problem
Then later, they try to come up with solution
Then, they prepare for the prototype,
and with this prototype, they go to the market
and test this prototype to real consumers
And of course, they receive the feedback from the real consumers
If there's something wrong,
they will revise the prototype and ideas
They do it again and again
This whole process is very similar to Lean Startup process
I think these two concept are
somewhat duplicated
What about empathy?
Empathy is
ability to understand
and share the feeling of other people
You try to understand other people's feeling
Such as
Consumers can feel joy, anger, sorrow,
hope, pain, stress, frustrated and so on
There are a lot of feeling
You need to try to understand consumer's feeling in this situation
This is a starting point of design thinking
From now on
I'll introduce several real startup
that applied design thinking methodology into their startup development
Look at this pictures
Airbnb, Embrace, Duolingo, and Toss
Let's start with Airbnb
You know the initial idea of Airbnb, right?
Because it's very famous
Airbnb is the great example of design thinking methodology
Why?
Because the founders are designers actually
They met at the design school in NY
So, what they did is the textbook example of
how design thinking method can be applied to startup situation
After Brian and Joe Gebbia
went to Y Combinator,
they flew to the NY to attract the host
Over there, they started with empathy
Do you remember what empathy is?
Empathy is ability to share feeling together
Basically, they shared the feeling of the host
What is the problem and their feeling?
Over there,
host prepared for good looking condition room,
but they don't attract many travelers than they expected
They don't know why people aren't booking
So, Brian and Joe shared the feeling of the host,
feeling frustrated
They recognized this feeling
and shared this feeling together
They tried to define the real problem after
What caused the feeling for the host?
The real problem was,
photos
At that time, there were no high-quality photos
So, they decided to take a professional photography,
introduce this photo
and upload this photo on the website
to attract many consumers
Then, later, what happened?
The good photo worked really great
Later, problem was solved
This is the starting point of Airbnb
Anyway, we know how Airbnb used design thinking method
to solve the problems
Look at this picture
Brian gave a special lecture
at Stanford University
He explained very well about
designer's mindset
You can get great lesson from his lecture
Let's look at it together
How was it?
How about his idea?
It's very helpful for you, right?
You'll understand how you apply design thinking method
to your startup situation
Let's look at another example
Again, design thinking start with empathy
Imagine that
your baby was born
But she is premature and low birth weight
than average
Then, you need to put her into incubator
Incubator is a special device for premature baby at the hospital
But the real problem was
you cannot afford to it
Then how do you feel?
How do you feel?
What should we do?
In this case, what we really need
is low-cost alternatives
Is there any low-cost alternatives?
What should we do?
It is really urgent
She might die
What are you going to do?
One of the Indian healthcare company
shared this feeling together with parents
Then, this company came up with a solution based on empathy
The company created a low-cost infant warmers
Like a sleeping bag
But this sleeping bag has a
specialized function to protect immature babies
It cost how much? $200
Which is just 1% of traditional incubator
So, the problems were solved
What do you think?
This is power of design thinking
You start with empathy with your potential consumers,
then, you try to come up with solution for them
Then, you prepare your prototype
and introduce it to consumers
and receive the feedback
and you revise your prototype again and again
This is process of design thinking
Next case is Duolingo
Have you heard about Duolingo?
Look at the picture
It looks cute, right?
Actually, Duolingo is a foreign language learning application
Duolingo is so popular out there
Duolingo started with
professor at Carnegie Mellon University
and his graduate student
When you try to learn foreign language
What happen?
You feel the same, right?
It is not easy to learn foreign language
It is difficult
And sometimes, you feel frustrated
So, probably, you quit
learning new language very quickly within weeks
I will tell you my story
I really wanted to learn Japanese
Because I want to travel Tokyo sometimes
and I would like to speak Japanese
I feel uncomfortable
when I didn't understand Japanese language
when I was in Tokyo
So, I tried to learn Japanese
But I gave up quickly
Because I feel not urgent
Learning Japanese is not my priority
Because I'm busy to do something else
Also, I felt frustrated
because it was a bit difficult
Probably, you share my feeling together
Duolingo started with my feeling together
They thought carefully, what is real problem?
Then, Duolingo made learning
foreign language like a game
You do not want to stop playing
To be honest with you, for preparing this class,
I tried to use Duolingo a week ago
Then I found it is true
It's like a game
I started learning Japanese
through the Duolingo application
Although no one pushed me,
I found myself studying Japanese
when I take a subway
It's like a magic
because it's so fun
It's like a game
I cannot stop playing
So, what happen now?
I can speak Japanese a little bit with just one week try
Learning one week, I can speak Japanese
For example, "hontoni",
"kakkoii desu",
"sushi kudasai",
"Minasan konnichiwa"
You see? With just one week trial
This is the power of
design thinking
Through the design thinking process,
Duolingo made learning foreign language fun
It all started from empathy
Let's move on to another startup case
This startup case is Korean company
Founder of this company, Toss,
is dentist
He graduated from Seoul National University
And he is a dentist
While he was working as a dentist,
he wanted to start his own company all the time
So, he tried many times
After several attempt and several failure,
he finally came up with very interesting business,
which is P2P money transfer service
He followed the design thinking method
Basically, he started with consumer's uncomfortable feeling
when they try to send their money to somebody else
Before his service, what happened?
Consumers choose the banking application
and memorize some OTP and passwords
Also, enter multiple
identification steps
Many times, consumers can face some crashes
Toss started this feeling together
and tried to find out the solution
Finally, they came up with one click transfer system
Removing any annoying steps
Also, it is mobile, no login needed, and user-friendly interface
So, Toss, also made the UI extremely clean
with minimal steps
and eliminating frictions
Also, Toss added up
game element
Such as point scores and others
Then what happened?
Toss became the unicorn company in Korea
Anyway, this is the power of design thinking
Again, you apply the way
designers think and behave into your startup case
It will be helpful and beneficial