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 Stanfords pioneered ME310 human-centered innovation process
 WHERE THE MAGIC HAPPENS - HUMAN CENTERED INNOVATION
source: IDEO

DESIGN THINKINGUNIVERSITY 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
THE ITERATIVE DESIGN PROCESS - DT MICROCYCLE BY STANFORD UNIVERSITY

DESIGN THINKINGUNIVERSITY 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

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 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? LETS INNOVATE DENTAL CARE EXPERIENCE

DENTAL CARE
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 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

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 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
CREATING TANGIBLE REPRESENTATIONS OF IDEAS - SERVICE PROTOTYPING

DESIGN THINKINGUNIVERSITY 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
 TANGIBLE PROTOTYPES AND USER FEEDBACK INSPIRE HUMAN-CENTERED INNOVATION

PROTOTYPING TESTING

MAKE
YOUR IDEAS
LEARN TANGIBLE

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 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
VISIONARY CHALLENGES FROM HSG DESIGN THINKING PROJECTS

DESIGN THINKINGUNIVERSITY 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 FUNKY X-is FINAL

FUNCTIONAL
FUNCTION HORSE PROTOTYP FINISHED PROTOTYP
PROTOTYPE
PROTOTYPE PROTOTYPE E PROTOTYPE E

DESIGN SPACE
EXPLORATION

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 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
 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 THINKINGUNIVERSITY 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
CRITICAL FUNCTION PROTOTYPE GRIP CAN - ADDRESSED FUNCTION SKID RESISTANT

DESIGN THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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 teams 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
A COMBINATION OF PROMISING PROTOTYPES - FUNKY PROTOTYPE ELLAS DAY 2020

DESIGN THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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
ELABORATED iPHONE MOCKUP - X-IS FINISHED MOBILE APPLICATION PROTOTYPE

DESIGN THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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
EMBEDDED DT - CONCEPTIONALIZED AND IMPLEMENTED WITH DEUTSCHE BANK

DESIGN THINKINGUNIVERSITY 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
A SPACE DEDICATED TO THE CULTURE OF INNOVATION - DESIG THINKING LOFT ST. GALLEN

DESIGN THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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
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 Mller, Senior Market Designer

Innovation Division Blue Ocean
Haufe-Lexware

DESIGN THINKINGUNIVERSITY 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 Phler & Hubert Fischer

Project Management Advance Development
Audi AG

DESIGN THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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 THINKINGUNIVERSITY 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 THINKINGUNIVERSITY OF ST. GALLEN

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