ENT60009 Opportunity Discovery, Creativity and Design

Added on - 12 Nov 2019

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Design Thinking1OPPORTUNITY, DISCOVERY, CREATIVITY AND DESIGNBy NameCourseInstructorInstitutionLocationDate
Design Thinking2Table of Contents1.0 Task 1: Case Study Analysis.....................................................................................................42.0 Task 2: Design-Led Innovation.................................................................................................52.1 Definition of Design Innovation and Creativity....................................................................52.2 The Design Process................................................................................................................52.2.1 Empathize........................................................................................................................52.2.2 Problem Definition..........................................................................................................62.2.3 Idea Generation...............................................................................................................62.2.4 Prototype.........................................................................................................................62.2.5 Testing.............................................................................................................................62.3 Importance of Design Thinking.............................................................................................7Task 3: Reflection on Creativity Presentation.................................................................................74.0 References..................................................................................................................................9
Design Thinking3Opportunity Discovery, Creativity and Design1.0 Task 1: Case Study AnalysisDesign thinking assists organization to deal with complex issues. It is associated with innovationand tapping into brain thinking to come up with the best solutions. Current trends in using designthinking approach is an indication of a shift towards designing complex projects and theirenvironments. The Australian Taxation Office is a world leader in applying design thinking inpublic services and is a great example of how capabilities can be formed to enable a designmethod in large and complicated governmental organisations.The case study is an investigation of the end-to-end design method, which is used in creation ofsolutions in response to the individuals’ component of the superannuation reform project whosefocus is on designs for an online superannuation portal targeted towards individual taxpayers. Inthe design of the superannuation project, the principles of design have been followed to ensurethe project is a success(Ogilvie & Liedtka 2011, p. 8).Any project, which applies design thinking, is user centric. The users are very important and theproject has to be user-friendly. In the superannuation project, ATO ensured that the portalimproved efficiency and compliance. The portal introduced a fresh outlook into empoweringboth users and employees of ATO. The superannuation project enabled users to engage with thetax and transfer system through automation of business interactions with the Australiangovernment.Collaboration is also a characteristic of a design thinking approach. In the ATO, collaboration isinclusive and interdisciplinary. It is based on three principles called the “3C’s” which arecollaboration, consultation and co-design. Collaboration means working with other people. ATOhas ensured that the superannuation project has been implemented through the working together
Design Thinking4of various departments to ensure the project is a success. There is a core design team, whichcollaborates with specialized individuals at each phase (The Design Thinking 2016). The DesignGuide has also been put in place and is a document, which assists the ATO staff to navigate thepredetermined design process. Consultation is understanding of stakeholder viewpoints. TheATO gathered the views of users, employees and other stakeholders before the superannuationportal was designed. Co-design is involving users in designing of solutions (Olesen 2013, p. 32).Through getting the views of users, it was easy for ATO to design the portal exactly as userswanted.The design thinking approach, which has been used by ATO in designing the superannuationportal, has followed an iterative process. The ATO project design process is complicated andthis complexity makes the design practice more manageable (Second Road N.d). The largecomplex superannuation project in the ATO is iterative and has a higher degree of engagementwith the stakeholders. The engagement led to all parties participating in the design process.2.0 Task 2: Design-Led Innovation2.1 Definition of Design Innovation and CreativityCreativity is the ability of an organisation or person to act in new ways. Creativity can bedemonstrated through innovation and invention. Innovation is how a company thinks creativelyabout something that already exists. Invention is coming up with a very new product or service.Creativity and innovation in a company that is run well leads to success. When an organisationstimulates creativity and explores the unknown territories it leads to increased productivity andthis affects the bottom-line in a positive manner. Encouraging staff to think outside the box andproviding resources and time for them to explore new frontiers for innovative ideas leads to
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