SOCIAL ENTREPRENEURSHIP PRACTICUM
(COMM3030)
LECTURE – WEEK 3
Topic/s: Design Thinking / Double Diamond
Acknowledgment of Country
This week:
Design Thinking
Double Diamond
Project Scope
Introduction to Design Thinking
Traditional
Business
Thinking
Design
Thinking
Design
Thinking
(Social
Impact)
TRADITIONAL BUSINESS THINKING
DESIGN THINKING
DESIGN THINKING FOR SOCIAL IMPACT
Human-Centred
“Not only does [design
thinking] focus on creating
products and services that
are human centered, but
the process itself is also
deeply human.” (Brown
and Wyatt 2010).
“The mission of Design
Thinking is to translate
observation into insights
and insights into products
and services that will
improve lives.” (Tim
Brown - IDEO CEO)
Why is Design Thinking important for social
impact?
"Design thinking is centred on innovating through the eyes of the end
user and as such encourages in-the-field research that builds empathy
for people, which results in deeper insights about their unmet
needs. This focus helps avoid the common problem of enthusiastic
“outsiders” promoting inappropriate solutions and ensures that
solutions are rooted in the needs and desires of the community."
Brown 2011 (Stanford Social Innovation Review)
SIX STAGES
Reference: d. School Hasso Plattner Institute of Design at Stanford University (2019)
THREE STAGES
Reference: Brown and Wyatt (2010)
TWO STAGES - THE DOUBLE DIAMOND
Double Diamond
The British Design Council (2019) outlines four core principles for problem-solvers to adopt
so that they can work as effectively as possible within the Double Diamond framework:
• Put people first. Start with an understanding of the people using a service, their needs,
strengths and aspirations.
• Communicate visually and inclusively. Help people gain a shared understanding of
the problem and ideas.
• Collaborate and co-create. Work together and get inspired by what others are doing.
• Iterate, iterate, iterate. Do this to spot errors early, avoid risk and build confidence in
your ideas.
So what is it?
Problem
(Research)
'Doing the right thing'
Solution
(Design)
'Doing things right'
Reference: British Design Council (2005)
Case Study: Clean Team
Case Study: VisionSpring
How do we use the Double Diamond process to
deliver for our clients?
Term Overview:
Weeks 1 – 3: Discover
Weeks 4 – 5: Define
Weeks 6 – 8: Develop
Weeks 9 – 10: Deliver
Consider these stages when developing your schedule for the project scope!
Activity Ideas
DISCOVER:
Understand brief, primary research, secondary research, interviewing, empathy mapping, assumptions mapping,
observation, mind mapping, brainstorming, systems maps.
DEFINE:
Cluster learnings, share insights, generate 'how might we' questions, refine brief.
DEVELOP:
Ideation, evaluate best ideas (dot-voting and impact/feasibility matrixes), prototype and test, business model
canvases, integrate feedback.
DELIVER:
Refine best ideas, synthesise.
This is not an exhaustive list. Activities for your schedule will vary depending on the nature of your brief and most
importantly, your deliverables. Use these as a starting point!
Before Week 3 Workshop:
Read Week 3 Articles
Prepare for Assessment 1
Reminder: Cameras on!
See You Next Week!