Design Thinking With Persona
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Design Thinking With Persona

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In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and ...

In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and Design Thinking

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  • Things to take into consideration in website design. <br /> Whether you have a multi-disciplinary design team, or are tackling it on your own, these concepts can be applied to your project. <br />

Design Thinking With Persona Design Thinking With Persona Presentation Transcript

  • Design Thinking with PERSONAS
  • How to really innovate any business problem or need?
  • You have a business need? Business
  • But, consumers have needs too Consumer
  • Design Thinking is framework to innovate and think different
  • The Design Thinking journey begins with really understanding the customer….. Traditional project management Phase Design Thinking Phase Customers need Bridge the gap via insight Explore Externalise Crystallize Analysis Evolve Discover Business need Prototype Explore –go out into the world Define your business problem Your need Source: Adapted from Second Road (www.secondroad.com.au/) Implementation
  • To bridge these needs requires a new way of thinking
  • And it starts with the consumer START HERE Customers what are they thinking, doing and feeling? looks at Desirability of an idea looks at Looks at Viability Feasibility of an idea of an idea Does business model/case make sense? Do we have the technology/ Process need? Source: Adapted from IDEO (www.IDEO.com)
  • …I mean really understand the customer – by going out into their world… (i.e. not “market research” but contextual/ ethnographic research)
  • Why?
  • To build empathy with our customers
  • Empathy requires you recognise and understand another’s point of view
  • Best way to do this is with a persona
  • An archetype (i.e. model of a person, an ideal example)
  • BUT… personas are more then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy. More importantly their motivation or intentions.
  • So, what do we need to look for when we create our personas?
  • We need to know what they are…
  • Thinking
  • Thinking Doing
  • Thinking Doing Feeling
  • Thinking Doing Feeling in order to build...
  • Think Do Feel Empathy
  • Think Do Feel Empathy Insight
  • Think Do Feel Empathy Insight Opportunities
  • Think Do Feel Empathy Insight Opportunities New business ideas
  • Think Do Feel Empathy Insight Opportunities New business ideas Prototype
  • Think Do Feel Empathy Insight Opportunities New business ideas Prototype Look, listen and try it out with our persona
  • Think Do Feel Empathy Insight Opportunities New business ideas Prototype Look, listen and try it out with our persona
  • Tool to help with working out these new business ideas, we prototype so see what works
  • Why prototype? Building prototype(s) helps us quickly learn about the idea and identify what to refinement opportunity are need - thus creating an optimum result.
  • If we have that, we have a…
  • THANK YOU frankichamaki.com