DTHSG.

COM
Established in 2005. Prototyping since back then.
 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

DESIGN THINKING
UNIVERSITY OF ST. GALLEN

The Design Thinking division affiliated to the Institute of Information Management of the
University of St. Gallen (HSG) is successfully increasing innovation within companies of global
acting firms since 2008. Experienced professors and method coaches ensure the competent
approach of the Design Thinking methodology during the projects of the HSG Master course,
the Embedded Design Thinking projects and executive workshops. Our mission is to enable
new perspectives for sustainable business development by applying Stanford‟s pioneered
ME310 human-centered innovation process based on customer needs and rapid prototyping.
 WHERE THE MAGIC HAPPENS - HUMAN CENTERED INNOVATION
source: IDEO

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

HUMAN - CENTERED
INNOVATION

Innovating at the intersection of business, technology and people enables to develop radical
new products, service and business models. In order to generate the best possible solution for
the end user, the design teams strive to understand human needs from the very beginning of
the Design Thinking process. Experiencing tangible prototypes allows end customers to
participate early in the innovation process. The direct user feedback helps the team to improve
prototypes, refine ideas and continuously gain higher expertise in the field of human behavior
and needs.
THE ITERATIVE DESIGN PROCESS - DT MICROCYCLE BY STANFORD UNIVERSITY

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

ITERATIVE DESIGN
PROCESS

During a Design Thinking project, the design team follows the stages of the iterative Design
Thinking Microcycle: (re)Defining the problem, Needfinding and
Benchmarking, Ideation, Prototyping and Testing. The process of rapid iteration assures the
team not being stuck on one idea for too long. This approach leads to a high variety of ideas.
Through rapid low-resolution prototyping ideas are continuously being tested with the user.
“Fail early in order to succeed sooner” is a Design Thinking principle that helps to maximize
learnings and insights, crucial for human-centered innovation.
INSIGHTS BEGIN WITH OBSERVATIONS - IDENTIFYING HIDDEN USER NEEDS

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

NEEDFINDING &
INSTANT EXPERTISE

Ask, listen, observe and engage! Understanding the people you are designing for is the
foundation of human-centered innovation. By observing and directly engaging with users the
design team learns about the way people think and the values they hold. Gaining empathy
enables to discover the emotions that guide peoples behavior and helps to capture physical
manifestations of experiences. This allows the design team to interpret intangible meanings of
user experiences and define hidden needs and insights that will inspire them for innovative
prototyping ideas.
WHY LIMIT TO A TOOTHBRUSH? – LET‟S INNOVATE DENTAL CARE EXPERIENCE

DENTAL CARE
DESIGN THINKING│UNIVERSITY OF ST. GALLEN
 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

(RE)DEFINE
THE PROBLEM

(Re)-Defining the problem aims to redefine the visionary challenge into a more differentiated
problem statement based on the user needs and insights the design team has uncovered. The
define mode is seen as a „narrowing‟ part of the Design Thinking microcycle. By iteratively re-
defining the problem statement from the user perspective the team is able to unify the volume
of user information in order to generate more profound ideas for the purpose of developing
thoroughly human-centered prototypes.
BRAINSTORMING - A QUINTESSENTIAL DESIGN THINKING IDEATION ACTIVITY

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

IDEATE

Ideation is the mode of generating a large quantity of diverse ideas. Mentally it represents the
process of “going wide” which enables to explore a broad solution space. Brainstorming is a
renowned method to come up with a lot of ideas. It leverages the collective thinking of the
innovation team by engaging with each other, listening, and building on each others ideas.
Generating ideas based on user needs and insights provides the fuel and source material for
building rapid prototypes in order to get relevant innovations into the hands of your users.
CREATING TANGIBLE REPRESENTATIONS OF IDEAS - SERVICE PROTOTYPING

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

RAPID
PROTOTYPING

Build to think! A prototype is an artifact to have a conversation around. Prototyping is getting

the ideas and explorations out of your head in the physical world. A prototype can be anything
that takes physical form – be it a wall of post-it notes, a role-playing activity, a space, an object,
a paper wireframe or even a storyboard. Creating quick low-resolution prototypes allows the
design team to test a number of ideas and to learn quickly without investing a lot of time and
money up front. Prototypes enable to test and refine solutions together with the user in order
to gain deeper empathy and inspire others by showing a tangible version of your vision.
 TANGIBLE PROTOTYPES AND USER FEEDBACK INSPIRE HUMAN-CENTERED INNOVATION

PROTOTYPING TESTING

MAKE
YOUR IDEAS
LEARN TANGIBLE

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

TESTING

Testing is the chance to refine solutions together with the user. It is another opportunity to
gain deeper empathy through observation and engagement and often yields unexpected
insights. Testing is the mode in which the low-resolution artifacts are put into practice by
placing the prototype in the appropriate context. Putting a prototype in the users‟ hands and
watching how they use it, observing how they interact and listen to what they say, allows the
design team to discover new insights and gain deeper understanding of hidden user needs.
VISIONARY CHALLENGES FROM HSG DESIGN THINKING PROJECTS

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

THE VISIONARY
CHALLENGE

The framing of a visionary challenge sets the stage for a design team to explore the problem
space and define stakeholder within a reasonable context of their challenge. Focused 3-5 years
in the future, visionary challenges are broad enough that the design team is encouraged to
define their actual problem area from the user perspective. This allows the team to iteratively
refine the problem by specifically addressing discovered needs and insights within the assigned
context.
 MILESTONES AND PROTOTYPING PHASES - THE DESIGN THINKING PYRAMID

= ITERATIVE DESIGN
AMBIGUITY / PROCESS
# OF IDEAS DESIGN THINKING
MICROCYCLE

DIVERGING CONVERGING
PHASE PHASE

TIME
MILESTONES

CRITICAL DARK X-is

FUNKY FUNCTIONAL FINAL
FUNCTION HORSE FINISHED
PROTOTYPE PROTOTYPE PROTOTYPE
PROTOTYPE PROTOTYPE PROTOTYPE

DESIGN SPACE
EXPLORATION

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

DESIGN THINKING
PHASES

The iterative Design Thinking microcycle is integrated in the milestone model which includes
seven prototyping phases. The innovation team gets continuously challenged to improve their
ideas through prototyping under varying perspectives - e.g. the Critical Function or the Dark
Horse prototyping phase. In each prototyping phase the team follows the Design Thinking
microcycle which encourages to iterate quickly and test low-resolution prototypes in order to
collect significant learnings that inspire the final prototype.
 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

DIVERGING PHASES

DESIGN SPACE CRITICAL FUNCTION DARK HORSE

EXPLORATION PROTOTYPE PROTOTYPE

The early Design Thinking prototyping phases facilitate divergent thinking. Divergent thinking
aims to „think outside the box‟. The teams are encouraged to explore and generate ideas
beyond their comfort zone. The diverging phase aims to support the development of a broad
and inspired understanding of the problem space by building a large number of prototypes.
Rapid prototyping and testing of each idea helps the innovation team to harvest user feedback
and further develop prototypes.
 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

CONVERGING PHASES

FUNKY FUNCTIONAL X-IS FINISHED FINAL

PROTOTYPE PROTOTYPE PROTOTYPE PROTOTYPE

The converging prototyping phase combines the most promising learnings of the diverging
phase. The prototypes of the converging phase aim to support convergence towards one single
solution. During the phase, deep reasoning questions are asked to synthesize the user
observations into the final prototype. This method enables to reach a certain state of
knowledge. Within these phases, ideas are elaborated into more specific design concepts. This
mindset helps the innovation team to make decisions and develop a final high-resolution
prototype.
 THE 360° INNOVATION SPACE MINDSET - DESIGN SPACE EXPLORATION

Become an expert
in your Design Space…

DESIGN
SPACE

INNOVATION
SPACE

…AND explore the whole

Innovation Space
DESIGN THINKING│UNIVERSITY OF ST. GALLEN
 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

DESIGN SPACE
EXPLORATION

By exploring and evaluating existing innovations, future technologies and consumer trends, the
team gains instant expertise about the relevant stakeholders, technology competitors and
businesses within the design space. Cross-industry research helps to gain expertise within the
innovation space. This empowers the design team to uncover hidden user needs and define a
broad horizon of possibilities. The 360 innovation mindset allows to get inspiration across the
assigned industry sector and encourages the transformation and combination of learnings into
innovative solutions for breakthrough ideas and prototypes.
CRITICAL FUNCTION PROTOTYPE „GRIP CAN‟ - ADDRESSED FUNCTION “SKID RESISTANT”

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

CRITICAL FUNCTION
PROTOTYPE

Critical Function prototypes aim to address one particular critical user issue. Needs and
insights, discovered during the design space exploration, are transferred into critical functions -
a verb, noun or action - to define what the prototype should do or include e.g. “to enable
grip”. Critical Function prototypes aim to capture a specific question essential to further
explore an interesting part of the design space. These prototypes focus on the tangible
creation of an experience or physical thing that helps the design team to learn from watching
people use and experience it.
WHAT IF WE DELETE DIGITAL MEMORIES? - DARKHORSE PROTOTYPE „DIGITAL ERASER

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

DARK HORSE
PROTOTYPE

The Dark Horse prototype challenges previously made assumptions and seems from the
outside perspective, unlikely to develop into the final solution. By exploring rejected ideas that
seemed unacceptable, too risky or impossible, these prototypes allow to broaden the team‟s
perspective once more and gives permission to think bigger. Visionary and crazy ideas get
translated into tangible prototypes and visionary role plays help to visualize future scenarios.
Reframing earlier assumptions encourages the team to reach for the impossible and avoids
narrowing potential solutions too early in the design process. The solution space is kept as
broad as possible, which is essential for coming up with ideas leading to radical innovations.
A COMBINATION OF PROMISING PROTOTYPES - FUNKY PROTOTYPE „ELLAS DAY 2020‟

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

FUNKY
PROTOTYPE

The Funky prototype aims to integrate and combine promising elements of previously
developed prototypes into a holistic concept or vision statement that acts as the point of
reference for the final design process. This prototype phase consolidates customer feedback
from previous testing and merges insights from user observations and interviews. Personas
ensures the most relevant needs, values, behaviors, requirements and critical functions crucial
for the final prototype are kept. All Funky prototypes enable the design team to develop their
vision of where the journey is finally heading.
CLICKABLE POWERPOINT MOCKUP - FUNCTIONAL PROTOTYPE „TIMELINE‟

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

FUNCTIONAL
PROTOTYPE

The Functional prototype elaborates 2-3 significant elements from funky prototypes and gives a
preview on how the final prototype may look like. This phase marks the first converging
milestone where the design team defines the scope of what will be delivered at the end of the
project. Moreover, the functional prototype creates a first feel „looks like / works like‟ feel of
the final prototype. Core ideas are summarized and presented in an experiencable proof of
concept prototype. This prototype helps the team to clarify major technical issues and
encourages them to develop a specific development plan of the final prototype.
ELABORATED iPHONE MOCKUP - X-IS FINISHED MOBILE APPLICATION PROTOTYPE

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

X-is-FINISHED
PROTOTYPE

The X-is-Finished prototype has the goal of developing one key functionality or feature as it
will be experiencable in the final prototype. This milestone helps the design team to better
estimate and manage the required efforts to fully develop the final solution by having one
feature or functionality finalized. By testing this prototype the user feedback helps to identify
and optimize last technical issues in order to optimize the user experience of the final
prototype.
FINAL PROTOTYPE „TIMELINE‟ - DESIGN THINKING AT DEUTSCHE BANK 2009

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

FINAL
PROTOTYPE

At the very end of the Design Thinking process, the design team presents their high-resolution
prototype. The final prototype consists of previous tested prototype functions that are finally
combined together and integrated into the final prototype. This prototype embodies all key
functions essential to deliver the full customer experience. It conveys a clear message of the
ideas behind the prototype and allows interaction without explanation. The individual functions
of the final prototype are elaborated and documented in detail so that the implementation
team which will continue to work on the solution can get started to work on the actual
implementation.
„MEIN ZUKUNFTSPLANER‟ DEUTSCHE BANK Q110 - DESIGN THINKING SUCCESS STORY

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

SUCCESS STORY
DEUTSCHE BANK

In 2009, the first Embedded Design Thinking team at Deutsche Bank developed a new
approach to create interest and demand for financial advisory. In just one year, Deutsche Bank
developed and implemented this service from the original final prototype of this Design
Thinking project. Supported by intuitive touch technologies, customers can independently or
together with an advisor explore and plan their future wishes. „Mein Zukunftsplaner‟ enables a
much more individual discussion and deepens the relationship between the customer and the
advisor. In 2010 this innovative service got introduced at Q110, the Deutsche Bank future
store in Berlin, and is also available as iPad version since 2011.
EMBEDDED DT - CONCEPTIONALIZED AND IMPLEMENTED WITH DEUTSCHE BANK

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

EMBEDDED
DESIGN THINKING

Embedded DT is a program set up by the University of St. Gallen for corporate partners
looking to enable human-centered innovation within the enterprise and integrate Design
Thinking into the corporate culture. Embedded design teams are staffed with student interns
and employees in order to ensure diversity and transfer of knowledge. The teams are heavily
supported by experienced HSG coaches to assure professional method coaching throughout
the process. As valuable as the new ideas, embedded projects are a great source for companies
trying to get new perspectives. Moreover design teams go beyond the obvious of any given
challenge in order to increase the probability of breakthrough discoveries and innovations
within the company.
A SPACE DEDICATED TO THE CULTURE OF INNOVATION - DESIG THINKING LOFT ST. GALLEN

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

DESIGN THINKING
UNIVERSITY OF ST. GALLEN

This unique HSG course allows corporate partners to get an innovation design team of 3-7
graduate students working on a visionary challenge for 10 months. Throughout the course the
teams follow the Design Thinking process, determine hidden user needs and develop over 100
ideas and more than 30 physical prototypes tested with the user. This external idea boost
enables companies to get an outside-in perspective that allows to discover breakthrough
business model process, products and service innovations in order to boost the companies
innovation capabilities.
DESIGN THINKING PROJECT REFERENCES SINCE 2008

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DESIGN THINKING
UNIVERSITY OF ST. GALLEN

INNOVATION
FOR GLOBAL COMPANIES

Since 2008, over 30 successfully finished Design Thinking projects have been developed for
small and large companies from various industries such as
banking, automotive, telecommunication, software, gambling, packaging, sports, as well as
chemical and pharmaceutical companies. The Design Thinking projects at HSG are focusing on
service-, process- and business model innovation. In 2012 more than 700 tangible low- and high
resolution prototypes were built, tested and further developed during the HSG Design
Thinking Master course, Embedded Design Thinking projects and executive workshops.
“Innovations are always the easiest source of differentiation and
competitive advantage. But how to get started?

Design thinking provides an excellent approach to understand and

solve customers‟ needs. For us, it is not only a process – it is a
mindset to find value innovations for our customers.”

Marco Müller, Senior Market Designer

Innovation Division Blue Ocean
Haufe-Lexware

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

“Through design thinking we learned how to systematically develop
innovations for our customers – a crucial aspect to support the
values of our brand philosophy.

Design thinking has become a fixed part of our innovation process,

enabling us to design progressive solutions of tomorrow.”

Maximilian Pühler & Hubert Fischer

Project Management Advance Development
Audi AG

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

“A very motivated student team, an open target and surprising yet
relevant results that we can build on.

Highly recommended!”

Robert Jansen
Director Business Change
Ball Packaging Europe GmbH

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

“Embedded Design Thinking allows our experts and innovators to
interact with highly dynamic and creative design teams to create
great solutions for a new customer experience.”

Katharina Berger
Bridgehead of Design Thinking at DB
Deutsche Bank AG

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

“Design Thinking is very powerful in observing, engaging, and immersing
customer needs.

It helped us to discover unknown needs of the customer and design new

solutions. In addition, we were able to obtain and introduce a new set of
methods about how we approach idea creation in our company.”

Michael Lewrick
Senior Strategy Manager
SWISSCOM IT Services

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

“We need to bring Design Thinking into everything that we do,
working from the end-user backwards to deliver beautiful
experiences and to enable new ways of thinking and working.”

Carlo Bevoli
Managing Director, Sustainability Lab
SAP

DESIGN THINKING│UNIVERSITY OF ST. GALLEN

 DTHSG.COM
Established in 2005. Prototyping since back then.