Hi, everyone, this is Prof. Joon. Like our previous session, we studied about the what is the design thinking, especially our focus on the empathize, emphatize costumer, and also we study about what is a lean startup concern methodology for making product. This session, you're going to try to combine the concept between the design thinking and lean startup together. How to combine is interesting. So this is also new trial to the combined in design thinking and lean startup. The design thinking and lean startup, they are definitely from different part because design thinking they never mind the time, like I just emphasize, they just take your time to understand customer, their needs. However, lean startup is like title also lean, very fast. You need to want to have their prototype as soon as possible. So speed is important. So somewhat, the approach is somewhat different, but goal is same. Goal is what? Design thinking is also want to make a product that each can solve the costumer problem, and also the lean startup is a methodology to have a product with a lot of pivoting. Pivoting were a lot of obtaining, changing of the product to develop something products which can solve the customer problem, does some common point between the design thinking and lean startup. Here, customer never care about your solution, they only care about their problem. This is a very important message. So customer doesn't look at your solution, for example, your product. If your product is this and if they think this product is not related to their current problem, then they never give any attention to your product solution. So to have some product which is nearly connected to the customer problem, then you need to really understand the customer's problem. So this picture shows that the many, for example, in the restaurant, the people they build something wrong for the customers, then what happened? The restaurant will close the business soon. So even the some small restaurant, they keep trying to figure out what customer really want to eat, what to drink. So similar to the startup, in the process of a startup, you keep think toward to the customer. Yes, those very important. The bigger risk for most startups is that what? Most startups makes something nobody want, and they just put effort, put time, put money to develop something. They only think this is important, but in the end, once you make it and nobody want. That's why 98 percent of startup is failed. So from this message, that's why I want emphasize that from design thinking or lean startup. You need to make something everybody, not everybody but something customer want. To do that, the best to see is what? From tangible, feasible product. So that's why you need to build MVP, is minimum viable product, which is MVP is now for the large sale something. MVP is like prototype. Paradigm prototype, something can share and collect some money, but still need to improve more to the market, that's MVP. So MVP mostly, you can see a lot of MVP, you can find the kickstarter or some other crowdfunding platform. So to test your startup product, you need to build the MVP, that's the very important stage, not prototype MVP. So throughout this course like Stanford design thinking and lean startup. After this, if you really want to do startup, please go to the customer and find the worst deal of your problem. Then based on that, you make out something MVP to figure out whether this MVP is the product which can solve the customer or your needs. So before we move to the hybrid Stanford design thinking, which is Stanford design thinking, combining Stanford design thinking and lean startup, let's summarize again what is the design thinking and lean startup. This is my analysis. Another way, we can say design thinking is the design process, which enables the prototype service or product with minimum gap between customer needs and product. By what? Empathy. There is a three empathy process: immerse, observe, and interview, and iterative test. This is the design thinking. So here I underlined. The important part is that design thinking, goal is to try to make a product with minimum gap between customer needs and product. There is customer needs and product. This is normally very far away between product and customer needs. There's many start off fails, so try to make a minimum gap between those two and try to match and overwrap. In the end, the customer needs and product is there. So by what? Empathy and iterative tests. More focused on the qualitative approach. Design thinking is more qualitative approach. Lean startup is what? Design and agile startup process through the build-measure-learn iterative process to maximize pivoting trial under limited resources. These resources can be a money, time, manpower, those kinds of stuff which starts in like a survivor resources for running your startup. Try to maximize the pivoting trial to what? Minimize the gap between customer needs and products. Again, same with the design thinking. The goal is same. Try to have a product with a minimum gap between customer needs and product, but approach is different. Lean startup is more like quantitative approaches, so those two. But with the help of the fourth industrial evolution, a lot of technology is introduced to minimize the time for empathy. For example, in the first class, I introduced that there is a lot of sensor and a lot of big data and AI analysis can shrink empathy time a lot. So now, these days, we can combine those design thinking and lean startup together. So let me introduce the design thinking cross lean startup together. So now, I'm going to introduce about the new concept of upgrading of the design thinking version, lean startup design thinking, which is I called the hybrid design thinking. So how to do the collaboration between the design thinking and lean startup which is a bit different approach, like one is a qualitative approach, the other is a quantitative approach? Because the reason now you can really do that is that the goal is same, try to make a product which can solve the customer needs. Also, I want to bring the human-centered concept to this agile operation which is from the lean startup concept. Human-centered is a core part of design thinking, which is from the process of the design thinking in empathy. So by other thing is empathy, we can understand human-centered, which is customer's real needs. Also, the process can be more faster. Traditional design thinking is more focusing on the qualitative understand of the customer, and lean startup will just try to make it very fast and then pivoting or upgrading the product very fast. But iteration is the same. So these two can be combined with this build-measure. Launch System of the Lean Startup. Build. Is build prototype to help thinking the customer to test the failure. Explorer is our major research and understand customer needs and their behavior. Also from there, you can learn about our product and customer. So you can create new idea with this modern idea from this process. So this build-measure-learn is Lean Startup process is combined with design thinking with the help of the open innovation process. Open innovation is that, we tried to get resource not by our self but also from the other side. So if you find that some teams or some companies which can develop some difficult part we cannot develop, then we collaborate together. For example, I want to develop something like interactive like device with a human being by using AI. But our team doesn't have AI expert, then you can find some people outside of our team and you stare like this source together and share profit together. That's the concept of open innovation process. So these days, this process is very popular. So again, by combining these design thinking and this startup concept, we call it hybrid Stanford design thinking. So with the hybrid approach, starting from inspiration and then ideation, creation, and iteration. Inspiration can be achieved by the process of the embassy and define. So from the human-centered design thinking, we emphasize the customer needs, and then from there we define, define a problem, that's the process of inspiration. So and then once you have inspiration, you can ideate it from the a lot of of concepts. So this process is more like a converging concept. Then from this inspiration a lot of idea comes out and you need to synthesize and strategic to make it more structuralized or more tangible idea. Once you have idea from the brainstorming and concept development, you can make it from the 3D printing or other like some app development. So that becomes a creation. So in the creation process, it become prototyping and storytelling is most important. Once you're prototyping, you need to put the storytelling on top of it so that your product have more like a value to the market. Once you finish creation of your prototyping, you bring it to the market and then test it from the build-measure-learn process, which is our Lean Startup process. This is iteration. So once you finish for example, you can analysis this one to the developing over the smartphone like Samsung or the smartphone. Start from the inspiration, ideation, and creation and make first version of the galaxy or some Apple iPhone. Then after that by iteration, you can upgrade this version of the smartphone with iterations for Build-Measure-Learn process. So this is one good example of this hybrid approach. You can think about your product, follow this process, inspiration and ideation, and make it the prototype and after that by using the iteration, you can improve their prototype to the real product features really attack while really match, while really serve the customer need. This is the core part of this hybrid method. I hope you guys get all the advantages from the design-thinking part and this other apart. Design thinking part, the core part as I say, is a human-centered design thinking's embassy part. So take the embassy part from the design thinking and then make prototype and then take the majority development in the iteration from the lean startup like that. So hope you guys understand what the background, the philosophy. So thank you very much for your attention. Also see you next time.
