MIT SLOAN EXECUTIVE EDUCATION

Mastering Design Thinking

Come alongside me as I reflect on my journey through the MIT Sloan Executive Education "Mastering Design Thinking" course. This immersive experience has truly reshaped how I approach problem-solving and innovation, emphasizing empathy-driven solutions and putting the user at the heart of every decision.

Working collaboratively and drawing from diverse perspectives, I've gained a deep understanding of tackling challenges with creativity and ingenuity. I sincerely invite you to delve into the invaluable lessons I've gained from this course and how they've impacted my professional growth. These insights have empowered me to drive sustainable development and make meaningful contributions in today's ever-evolving professional landscape.

Learn More About this Executive Education Program

 

MY ROLE

Participant, UX & Ui Designer

The Team

Startup Project Manager, Brand Creative Lead, Tech Innovation Lead, Senior Engineer

Stakeholder

MIT Executive Education Professor

The Product Development Process

Analysis of customer needs begins in the concept development phase.

 
 

1. Customer Needs Analysis

  • Begins with a mission statement

  • Ends with a list of customer needs

2. Specification Activity

  • Happens at least twice

  • Involves target specifications in the beginning

  • Involves target specifications that we can deliver, which comes later in the process

3. Generation of the product concept

  • Is the fun, innovative part

4. Generation of the Product Concepts

  • How do we downselect

  • How to do multivoting

5. Testing Product Concepts

  • Comes after product selection

  • Validates the selected concepts to ensure it meets customer needs

6. Setting Final Expectations & 7. Downstream Development Planning

  • Takes place after setting final expectations

 

Design Overview

 
 

User Research

  1. Da In Wi, Age 26, Seoul, South Korea.
    Da In is concerned about air pollution in Seoul, however, most of her friends have accepted this fact without actively supporting air quality improvement. Public Transport (PT) is mainly used because it is cheap.

  2. Fethi Caner, Age 36, Istanbul, Turkey.
    Mainly works mega railways construction and mega solar panel projects. He hates to drive a car in İstanbul because of  traffic jam.

  3. Brett Houston, Age 39, Denver, Co.
    Senior marketing designer within fintech. Works from home but owns a non-electric car, recently bought an ebike using rebates provided by the city of Denver. Would prefer to walk but driving is necessary for groceries or traveling with his family.

  4. Bridget Mitchell, Age 43, Phoenix, Az.
    Administrative assistant within a large defense contractor. Works from an office with 50 miles RT commute.Works from home 1/day a month. Would choose public transportation if there was a convenient option available

 
 

Customer Needs

The service needs to fit in their current lifestyle

  • The service builds community

  • Close to home and close to work, very well connected, also to suburban areas

  • The service improves safety

  • Space to comfortably transport larger items

  • Improves health 

The service needs to cost efficient

  • The service reduces ancillary costs like parking

  • Less expensive than other transportation options

The service needs to reduce carbon emissions

  • Safer ways to use bikes

  • Transportation uses/promotes clean energy

The service encourages alternate transportation usage

  • The service builds a community of like minded people

  • The service game-ifys alternate transportation use

  • The service can be accessed 24/7

  • The service ties alternate transportation use to health outcomes

  • The service ties alternate transportation use to environmental outcomes

  • The service simplifys access to alternate transportation options

 

Mission StatemenT

Air pollution is a major threat to global health and prosperity.

Air pollution, in all forms, is responsible for more than 6.5 million deaths each year globally, a number that has increased over the past two decades. As our population increases and roads become more congested, we are investigating ways to motivate people to use alternative transportation methods.

Market

In a bustling downtown core, design thinking was employed to tackle challenges in a congested environment with limited green spaces and dusty conditions.

 

Product Service Experience Cycle

Is it Real?

How can we motivate people to use alternate transportation?

of consumers globally agree that we need to reduce consumption to preserve the environment for future generations.

say that they feel guilty about their own negative impact.

 
 
 
 
 
 

Can It Win?

1. User research insights and how the native app service addresses user needs.

 

2. Competitive offering analysis of native mobile apps within transit, micromobility and environmental focused industries.

 

3. A user journey overview focusing on the morning commute to work.

 

4. Incentivizing continued alternative transportation usage with gamification and rewards.

 

Is it worth it?

Recommendations

  1. Revenue model allows to continuously develop and improve EcoGo, reaching more people and maximizing its positive impact.

  2. Major boost to climate change investments, grants and funds.

  3. Growing Climate Change Impact Boosts Demand for Green Solutions: Markets Prepare to Act.

 

people die from air pollution each minute.

 

of total greenhouse gas emissions is produced from motor vehicles.

 

projected global alternate transportation market. Growing at a CAGR (Compound Annual Growth Rate) of 11.6% from 2022 to 2031.

 
 

people die annually from air pollution.

 

investment on clean energy in 2022.
source

 

of CO2 per 1 gallon of combusted gasoline.

 
 

Final Thoughts

Reflecting on my journey through the MIT Sloan Executive Education "Mastering Design Thinking" course, I've experienced a profound shift in my approach to problem-solving and innovation. Learning to prioritize empathy-driven solutions and embrace user-centered innovation has empowered me to create more impactful and resonant solutions. The collaborative nature of the course has underscored the importance of interdisciplinary teamwork in driving meaningful change, enabling me to approach challenges with fresh insights and uncover innovative solutions.

From a professional standpoint, the insights gained have been invaluable, allowing me to identify new growth opportunities and mitigate risks effectively. Integrating design thinking principles into my strategic planning, I am confident in my ability to drive sustainable growth and deliver value in an ever-evolving professional landscape.