IDEO D-SCHOOLFROM B-school to d-school

IDEO D-SCHOOL
FROM B-SCHOOL TO D-SCHOOL
AGSB-ENTREP Edwin T. Dueñas

B-School
 Definition:
 a school of business within a university
 also pertains to business graduate schools

 Characteristics:
 Focus is in the teacher as the educator
 Learning thru sharing and analysis of case studies
 Classroom type discussion
 Exams are usually individually done
 Traditional curriculum for business
 Single elective in product design/ entrepreneurship

D-School
 Definition:
 Design school

 Approach is called “design thinking”

 Characteristics:
 The program aims to help students unlock their creative
potential by teaching them to become more open to
experimentation, more comfortable with ambiguity and
less afraid of failure.
 Discover new concepts and creating their own
knowledge instead of memorizing facts
 Collaboration, Innovation, Creativity, Analytical
Skills, Prototyping = to create something

An Example of D-School

 Stanford is establishing a new Institute of
Design that will teach design thinking and
strategy to business, engineering, and design
students.

 This may well give Stanford an edge over its B-school
rivals as innovation becomes more valued for
corporations striving to increase their revenues.

An Example of D-School
 This "D-school," founded by Stanford engineering
professor David Kelley, also founder of design
powerhouse IDEO

IDEO

“Design thinking is a human-centered
approach to innovation that draws from the
designer's toolkit to integrate the needs
of people, the possibilities of technology,
and the requirements for business
success.”

—Tim Brown, president and CEO

IDEO
Highlights & Accolades

 Included on Fast Company’s list of the
Top 25 Most Innovative Companies
 Ranked as one of the most innovative companies in the world by
Boston Consulting Group (BusinessWeek)
 Ranked #16 on Fortune’s list of 100 top MBA employers (where
students say they'd most like to work), compiled by research firm
Universum
 Awarded the Smithsonian Cooper-Hewitt, National Design
Museum's National Design Award for Product Design
 Winner of more IDEA awards than any other design firm, 38 Red
Dot awards, and 28 iF Hannover awards
 Featured in an episode of ABC’s Nightline, which followed our

Teaching Process

 The best way to unleash creativity, Mr. Kelley says, is
to give students an "experience," or in d.school
speak, a design challenge.

 Under his teaching model, however, students aren't
just handed a problem to solve—they must define the
problem themselves through research and
direct observation.

Closer Look – d. School

 One group of students, for example, was tasked with
designing an incubator for the developing world,
where infant mortality is high and expensive
incubators are scarce.

 But when the students were dispatched to Nepal to
spend time with mothers and doctors, they found that
most births take place in rural areas far from
hospitals, so flooding hospitals with cheaper
incubators would be of no use to most premature
and low-birth-weight babies.


 Equipped with this knowledge, and, as Mr. Kelley sees
it, a newfound empathy for their subjects, the students
reframed the problem.

 "This was about keeping babies warm, not
cheaper incubators,"


 The second step in the process is "ideation," where
students visualize and brainstorm potential
solutions with one another.

 The students decided that what was needed was an
inexpensive baby-warming device that could
function in rural communities

 One that was transportable, simple to use and
sanitize, and worked without electricity.


 Next comes "prototyping."

 The students made sketches
and three-dimensional models
of potential incubators that
they could test, modify, and
test again, in an iterative
process that is at the heart of
design thinking.

 By the end of the class they
had a finished prototype—

 a kind of sleeping bag
made of special
material that could be
wrapped around a
premature infant and kept
clean and warm with
nothing more than boiling
water.


 The students went on to form a nonprofit company in
the hopes of bringing their Embrace incubator to
market.


 Learning experience at the d.school is centered on a
few basic beliefs:

 One is that people learn by doing, so the more
projects students tackle the better.
 The same goes for developing prototypes. Speed
and quantity are encouraged in the hope that
students will fail early and often.
 "If you go through lots of little tests, you learn
more than if you just do one test,"


 Another guiding principle is that people
learn best by collaborating with
others who have radically different points
of view

 So classes should be made up of
students and teachers from a
variety of disciplines—the more the
better.

d. School from b-school

 "everyone needs to have an equal voice, because
everyone in a sense is learning, even the
faculty."

 So the old model of teacher at podium lecturing
students has been thrown out in favor of classrooms
that look more like studios, with tables and chairs
scattered about.


 A lot of time at the d.school is spent helping students
unlearn things they learned in elementary
school.

 Fear of failure and Getting Low Grades are
rampant among students who have been drilled in
standardized-test taking,

 "What we want the graduate students to do is work
with others and go out and take risks"

Making Waves

 The d.school has produced several companies,
including d.light design, which makes solar-powered
lanterns for the developing world;

 Alphonso Labs, which markets Pulse, a news-reading
application for iPhone, iPad and Android devices;

 and of course, Embrace, which hatched from the
incubator project.

Final Words

 To Mr. Kelley, that is the Holy Grail of design thinking.

 He says it is behavioral change that enables students
to gain innovation confidence, something he
believes is as important as gaining literacy skills.

 "For me this is a mindset," he says. "It's a way of
thinking that you can use in every part of your life."

d-school and AGSB Entrep Class

 Creativity and Innovation is important in
business
 Create New things
 Create Value or add value
 Improve things and system

 NU12
 New design of ID

 Cooking class/ Menu Creation

REFERENCES
 http://online.wsj.com/article/SB1000142405297020483130
 http://dschool.stanford.edu/

IDEO D-SCHOOLFROM B-school to d-school

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