Design

Thinking

JAVIER MENDIBIL

Arantzazu, 16th of October 2013

1.1.- Design Thinking

It’s a problem-solving methodology applicable to any field ofinnovation that requires a creative approach. It is based on theseprinciples:

1. EMPATHY: A deep observation of the needs of users, including emotions

2. IMAGINATION: "optimistic" search of solutions.

3. EXPERIMENTATION: Visualization of solutions through collaborative prototyping

4. ITERATIVE LEARNING: the continuous iteration of the process of observing-create-prototype-validate to learn from each step, until you find the best solution.

Today

everything is

design…

Design of strategies

Design of services

Design of products

Design of experiences

Diseño de businesses

iseño de Estrategia

Diseño de Servicio

Diseño d

1.1.- Design Thinking

Methodology

Observe the

users

Conclusions

Drafts, sketching, models,

storyboard, represent,etc.

Test and

implement

corrections

2.2.2.2.---- OBSERVE OBSERVE OBSERVE OBSERVE ----

EMPATHYEMPATHYEMPATHYEMPATHY

3.3.3.3.---- SYNTHESISSYNTHESISSYNTHESISSYNTHESIS

6.6.6.6.---- TEST TEST TEST TEST

5.5.5.5.---- PROTOTYPEPROTOTYPEPROTOTYPEPROTOTYPE

1.1.1.1.---- UNDERSTANDUNDERSTANDUNDERSTANDUNDERSTAND Definition of the problem

12 IDEAS

4.4.4.4.---- IDEATEIDEATEIDEATEIDEATE

Generation of

ideas

Design thinking is a human-centered approach that integrates the needs of people, the possibilities of technology, and the requirements for business success

OBSERVE & EMPATHY

OBSERVE & EMPATHY

Observe and listen to the user. Live users’ experiences.

Don’t focus on the product/service, focus on the user needs.

empathy

Empathy: A deep observation of the needs of users, including emotions

IMAGINATION

Imagination: "optimistic" search of solutions

Desirable vs. possible

Postponing restrictions

EXPERIMENT: Visualization of solutions

through collaborative prototyping

When we were kids, we all were designers

EXPERIMENTATION

PROTOTYPE

1. UNDERSTAND BETTER THE PROBLEM

2. LEARN BY DOING

3. SHOW, NOT JUST TELL

4. VISUALIZE IDEAS

Experiment, visualize and build prototypes

The prototype is the main validation tool

ITERATIVE LEARNING

ITERATIVE LEARNING: the continuous iteration of the process of observing-create-prototype-validate to learn from each step, until you find the best solution.

UNDERSTAND (15’)

1. Define the group of people you are addressing. Who is the

“user”? Who will benefit from the solution?

2. Deepper understanding of the context of the

problem/challenge.

EMPATHY MAP (20’)

ITERATIVE LEARNING

Foto: dixquatre on Flicrk

INSIGHTS (10’)

Conclusions from the process of understanding the user and specific problems you want to solve.

(1 – 3 specific needs/motivations)

Choose one or two insights and ask:

How could we improve or solve….?

Find the right questions NOT THE ANSWERS

QUESTIONS (20’)

16

IDEATION (25’)

Getty images

Generate ideas

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IDEATION (25’)

Generate SOLUTIONS

1. Generate as many ideas as possible to serve these identified needs.

2. Use one POST-IT for each Idea3. Do not judge or debate ideas.4. During brainstorming, have one conversation

at a time.

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Make groups of similar ideas and

Vote the ones that you like to work with

SELECT (15’)

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PROTOTYPING (1h45’)

1. Combine, expand, and refine ideas. BUILD to THINK and LEARN2. Create and present actual working prototype. BUIL D to

COMMUNICATE3. Seek feedback from a diverse group of people

Time to finish12:45

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PROTOTYPE

THE CHALLENGE: The improvement of the sustainability of EOI UNIVER SITY staff and students

THE SOLUTION:The EOI ecoGreen bus. The latest-fashion fully-equi pped bus with charges, WiFi, coffee & tea, fast & cheap, comfortable, fun and clean!

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PROTOTYPE

THE CHALLENGE: The improvement of the sustainability of EOI staff and students

THE SOLUTION:The EOI ecoGreen bus. The latest-fashion fully-equi pped bus with charges, WiFi, coffee & tea, fast & cheap, comfortable, fun and clean!

22e-service solution that could improve mobility in t he Ann Arbor region.

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TALLER 2 - Quito 27.11.2012

Prototipando Proyectos de Puesta en Valor del

Patrimonio Cultural

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4-D BRANDING Thomas Gad

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BRAND

PROTOTYPING THE BRAND

- Create an slogan and a logo (style) that you will communicate

- Make them also visible on the table