Presentation design thinking doctoriales

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Presentation of the Design Thinking process during the cross-border Doctorials 2013 organized by UPV-EHU and UPPA.

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Presentation design thinking doctoriales

  1. 1. Design Thinking JAVIER MENDIBIL Arantzazu, 16th of October 2013
  2. 2. 1.1.- Design Thinking It’s a problem-solving methodology applicable to any field of innovation that requires a creative approach. It is based on these principles: 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.
  3. 3. 1.1.- Design Thinking 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
  4. 4. Methodology 1.1.- UNDERSTAND 2.2.- OBSERVE EMPATHY Definition of the problem Observe the users Conclusions 3.3.- SYNTHESIS 4.4.- IDEATE Generation of ideas 12 IDEAS 5.5.- PROTOTYPE 6.6.- TEST Drafts, sketching, models, storyboard, represent,etc. Test and implement corrections
  5. 5. OBSERVE & EMPATHY Design thinking is a human-centered approach that integrates the needs of people, the possibilities of technology, and the requirements for business success
  6. 6. OBSERVE & EMPATHY empathy Observe and listen to the user. Live users’ experiences. Empathy: A deep observation of the needs of users, including emotions Don’t focus on the product/service, focus on the user needs.
  7. 7. IMAGINATION Imagination: "optimistic" search of solutions Desirable vs. possible Postponing restrictions
  8. 8. EXPERIMENTATION When we were kids, we all were designers EXPERIMENT: Visualization of solutions through collaborative prototyping
  9. 9. PROTOTYPE Experiment, visualize and build prototypes The prototype is the main validation tool 1. UNDERSTAND BETTER THE PROBLEM 2. LEARN BY DOING 3. SHOW, NOT JUST TELL 4. VISUALIZE IDEAS
  10. 10. 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.
  11. 11. 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.
  12. 12. EMPATHY MAP (20’)
  13. 13. ITERATIVE LEARNING
  14. 14. INSIGHTS (10’) Conclusions from the process of understanding the user and specific problems you want to solve. (1 – 3 specific needs/motivations) Foto: dixquatre on Flicrk
  15. 15. QUESTIONS (20’) Choose one or two insights and ask: How could we improve or solve….? Find the right questions NOT THE ANSWERS
  16. 16. IDEATION (25’) Generate ideas Getty images 16
  17. 17. IDEATION (25’) Generate SOLUTIONS 1. Generate as many ideas as possible to serve these identified needs. 2. Use one POST-IT for each Idea 3. Do not judge or debate ideas. 4. During brainstorming, have one conversation at a time. 17
  18. 18. SELECT (15’) Make groups of similar ideas and Vote the ones that you like to work with 18
  19. 19. PROTOTYPING (1h45’) Time to finish 12:45 1. Combine, expand, and refine ideas. BUILD to THINK and LEARN 2. Create and present actual working prototype. BUILD to COMMUNICATE 3. Seek feedback from a diverse group of people 19
  20. 20. PROTOTYPE THE CHALLENGE: The improvement of the sustainability of EOI UNIVERSITY staff and students THE SOLUTION: The EOI ecoGreen bus. The latest-fashion fully-equipped bus with charges, WiFi, coffee & tea, fast & cheap, comfortable, fun and clean! 20
  21. 21. PROTOTYPE THE CHALLENGE: The improvement of the sustainability of EOI staff and students THE SOLUTION: The EOI ecoGreen bus. The latest-fashion fully-equipped bus with charges, WiFi, coffee & tea, fast & cheap, comfortable, fun and clean! 21
  22. 22. e-service solution that could improve mobility in the Ann Arbor region. 22
  23. 23. TALLER 2 - Quito 27.11.2012 Prototipando Proyectos de Puesta en Valor del Patrimonio Cultural 23
  24. 24. 24
  25. 25. 25
  26. 26. 4-D BRANDING Thomas Gad 26
  27. 27. BRAND PROTOTYPING THE BRAND - Create an slogan and a logo (style) that you will communicate - Make them also visible on the table 27

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