Zidulka on design thinking

April 7, 2018

School of Business assistant professor Amy Zidulka spoke to CHEK News about last week’s Design Thinking Challenge, Royal Roads’ new take on the standard business school “case competition.” Eight university student teams from across Canada came to Victoria to analyze why so many people, especially seniors, drive in gridlocked traffic rather than walk, cycle or use transit.

Here is an excerpt:

“Design thinking is a way of working where you start with deeply understanding the people for whom you want to solve a problem instead of looking at spreadsheets or numbers first. You start with empathy for people for whom you want to serve. The challenge for these students was to quickly come to understand a senior population that is quite different from them.”

Read the full article and watch the full interview (starts at 14:40.)