When Everyone Is Doing

Design Thinking, Is It Still a

Competitive Advantage?
Presented by: Kiran Khawaja
Sabah Noor

When Everyone Is Doing Design Thinking, Is It

Still A Competitive Advantage?
Tim Brown: President and CEO of IDEO
What is Design Thinking?
Strategy that in incorporated with design
Products that are more human centered

What this article talks about

Design Thinking is Everywhere:
Health care, Education to Governments
The art of design thinking grows old with time
It needs to be reinvented every time
Companies should be masters of this art

 Innova Schools:
Ideo designed the entire school from the ground up.
Develop self directed learners; incorporated digitally based
learning
Multi modal buildings; movable walls and furniture.
Support to teachers; custom lesson plans
Business model; affordable yet state of the art

Organizations that havent invested in a

sustained way:

The end results are incremental and short lived

Customer satisfaction and sales might see a bump, but
incremental ideas are easy to copy
Lack of mastery of design thinking
True competitive advantage requires non-obvious solutions
executed in elegant ways.

Umpqua Bank:

Acquired Sterling Financial Corporation

CEO Ray Davis decided to reinvest in design thinking
Focused on human centered experiences
Created an exhibition for their tools and techniques used.
Started the store concept by making the visit to a bank more fun.
Teams large and small, from executives to associates, walked
through the exhibit, and Davis invited them to sign their names at
the end only if they sincerely believed in the approach.

Challenge

The challenge is how might organizations build deep design

thinking skills and creative leadership at all levels?
Whenever there is a tough business challenge rather than trying
to use some prescribed CEO logic tackle it as a design problem.
It is not an inborn ability, it is a skill!
A mastery learned over many years of doing.

How Indra Nooyi Turned

Design Thinking Into Strategy
Presented by: 1. Akbar Ali Rajwani
2. Hamna Anwar
3. Taha Burhanuddin

A well-designed product
is one you fall in love
with.

User Experience
Shelves are cluttered, rethink innovation process and design
experiences for customers.
Redesign the product itself.
Brought Mauro Porcini from 3M to Pepsi, as first Chief design
Officer.
A well-designed product is one you fall in love with.
It just not about packaging, it is about the entire experience.

How do women like their snack?

Paying Attention to User Experience

Do not sell Products based on manufacturing, but how TA can fall

in love with.

Launch and Failure

Rapid testing and prototyping but in Emerging Markets a

economies such as China & Japan.

Design approach giving Pepsi competitive advantage.

Design leads to innovation and innovation demands design.

Constant Reinvention.

Managing Change

Decentralized Structure doesnt work when things are volatile

globally and need coordination.

Innovation influence by design, is being put into the market.

Purpose and the Portfolio

Purpose matters

Purpose is how you drive transformation, we invest in strategy.

Portfolio product, some of are fun for you and some are good
for you

We give consumers choices to reflect their lifestyles.

We want to preserve choice, Nudge Theory.

We engineer portfolio for the consumer of the future.

Proudest accomplishment since becoming CEO.

Thank you