Design Thinking With Persona

Design Thinking PERSONAS with

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….. Design Thinking Phase Traditional project management Phase Customers need Business need Explore Externalise Evolve Define your business problem Your need Discover Crystallize Analysis Prototype Implementation Bridge the gap via insight Explore –go out into the world Source: Adapted from Second Road (www.secondroad.com.au/)

To bridge these needs requires a new way of thinking

And it starts with the consumer looks at Desirability of an idea START HERE Customers what are they thinking, doing and feeling? Do we have the technology/ Process need? Does business model/case make sense? Looks at Feasibility of an idea looks at Viability of an idea Source: Adapted from IDEO (www.IDEO.com)

(i.e. not “market research” but contextual/ ethnographic research) … I mean really understand the customer – by going out into their world…

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 Feeling Doing

in order to build...
Thinking Feeling Doing

Think Feel Do Empathy

Think Feel Do Empathy Insight

Think Feel Do Empathy Opportunities Insight

Think Feel Do Empathy Opportunities Insight New business ideas

Think Feel Do Empathy Opportunities Insight New business ideas Prototype

Think Feel Do Empathy Opportunities Insight New business ideas Prototype Look, listen and try it out with our persona

Think Do Empathy Opportunities Insight New business ideas Prototype Feel 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

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Design Thinking With Persona

by Franki Chamaki on Feb 25, 2010

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Design Thinking With Persona — Presentation Transcript