It is time to move Design Thinking to the next level. Companies and design thinkers need not only embrace creativity but also include other design focus areas in the entire process, such as design planning and execution. The workshop will give an overview on the current and next stage of Design thinking, and it will also take a glance on how to go beyond it.

1. What’s next
and beyond
Design Thinking
Jane Vita
Sr. Service Creator
@janevita
BMW Summer School
Version 0.1 /July 2016

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Jane Vita
Sr. Service Creator
Jane Vita has over 19 years’ experience in
digital services and media, including cross-
platform design, digital strategy, digital
reputation and performance.
Jane has helped to create new digital services
and transform existing ones with clients
including Nokia, NSN, Samsung , Ericsson, Volvo,
Renault, Marcopolo, Lojas Renner, Positivo
Group, , Banco do Brasil, Bematech, Gol Linhas
Aéreas, Porto Seguro, Nokian Tyres, Honka,
Iittala, Stockmann, Viking Line, Safmarine, YIT,
Fira and ABB.
Previously Jane worked at Fjord, Ixonos and
other big and small companies in Brazil. She
also teaches Service Design in Digital Context
at Laurea University and she is Doctoral
candidate at Aalto University, Media Lab.
EDUCATION
Doctoral Candidate
Media Lab - LeGroup
Aalto University
2016-current
Service Innovation and Design
Master of Business Administration
Laurea University of Applied Sciences
2012-2014
Web Design
Post-graduation
PUC-PR
2001-2003
Industrial Design – Graphic Design
Bachelor degree
PUC-PR
1998-2001
• Digital Business Strategy,
• Service Design,
• Experience Design,
• Interaction Design,
• Interface Design,
• Information Architecture,
• Gamification,
• Storyfication
• Design for Conversion,
• Rapid prototyping
@janevita
jane.vita@futurice.com
fi.linkedin.com/in/janevita
www.janevita.com

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4. Our toolbox

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Design Thinking

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From
Making
people
want
things
Marketing and
advertising,
Product dominant

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To
Making
things
People
want
Service Design,
Design Thinking,
Service dominant,
People centric

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Design Thinking
A user-centered approach to problem solving

16. “Design thinking is a system that uses the designer's sensibility and
methods to match people's needs with what is technologically feasible and
what a viable business can convert into consumer value and market
opportunity.”
TIM BROWN, CEO OF IDEO, HBR, 2009.

17. THINKING LIKE DESIGNERS

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Imagines the world from
multiple and different
perspectives.
Empathy
Thinking Like Designers
Constructively faces opposing
ideas that lead to models that
will satisfy all. Knows how to
create and facilitate dialogue.
Integrative Thinking
There is always a potential
solution to be found.
Optimism

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Can accept completely new
directions, takes risk taken,
looks for the problems worth
solving.
Experimentalism
Thinking Like Designers
No lone creative genius,
benefits from other discipline
collaboration
Collaboration

20. DESIGN THINKING
PRINCIPLES

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“Some” Design Thinking
Principles
It is PEOPLE CENTERED,
focuses on user’s
experience, specifically
the emotional ones.
It is HOLISTIC,
creates a model that
examines complex
problems, benefits
from system thinking.
It TOLERATES
FAILURE and it
is optimistic.
TANGIBILITY RULES, visual
facilitation and storytelling
are great ways to make the
abstract, clear and concrete.
It is SIMPLE, it has a
clear and directing
value proposition.
It INSPIRES, but is
also COMMITTED
to great outcomes.
Find PROBLEMS
WORTH SOLVING, the
ones that inspire and
needs critical and
creative thinking.
It is CONTEXTUAL,
talk with customers
and other people
involved in the context
of the problem.

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Cyclical and Interactive
The Design Thinking
process (i.e.)
INSPIRATION
Discover, understand,
observe, interpret, POV
IMPLEMENTATION
Business model, pilot,
storytelling, evolution
IDEATION
Ideate, experiment,
prototype, test, improve

23. How to be people-centered?

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Behaviour lens
• Focus on individuals
• Experience is shaped by choices and attitudes, drivers
and barriers
• People and their activities exist in a context
• People are the actors
• People have choices
• Etic – viewed from outside people’s worlds

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Socio-cultural lens
• Focus on people as carriers of practices
Experience as an outcome of dynamic mixture of
elements
• People and their activities co-produce the context
• Actions are distributed
• People make decisions resulting from their localized
activities and participation in a practice
• Emic – viewed from inside people’s worlds

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Identifying patterns
Patterns
from
Big Data
• Answers what is happening
• Numbers
• Helps identify issues in the past and present
• Reliability and generalizability
• Algorithms do the interpretation
• Shows reality
• Behavioural analysis – what people do and
what drives this
• At a distance
• Specific and focused
• Detailed

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Understanding context
and personal-behaviour
Insights from
Thick Data
• Answers what does it means
• Stories
• Helps to inspire possibilities for the
future
• Credibility and transferability
• Interpretation is a collective process
• Constructs reality
• Cultural analyses – social meanings
• Close in and interactive
• Open-ended
• Holistic

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Open data
Data that can be freely used, re-used
and redistributed by anyone – subject to
the requirement to attribute and
sharelike.
Examples:
• Public traffic
• Public transportation
• Photos
• Healthcare data
Personal data
From specific applications by the user
permission
Examples:
• Facebook
• Gmail
• LinkedIn

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What’s next
and beyond

30. “What is being labeled as ‘design thinking’ is what creative people in all
disciplines have always done.”
DOM NORMAN,
THE DESIGN OF EVERYDAY THINGS

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Focus areas of design
Broad goals with social &
cultural corporate
implications.
Directing designers and
interdisciplinary teams.
Products
Information
Services
Design
Strategy
Design
Management
Design
Planning
Design
Execution
Converting strategy and
insights into objects,
images and actions.

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Creativity
Everyone can be creative
• Designers are great examples of how to work with your creativity
• Creative intelligence developed, creative confidence
• Perhaps not everyone should be designer, but bring up the inner child.
• Designer? How to be a better maker, enabler?
• Appreciating the effective execution that will translate your great ideas
in to meaningful, engaging and functional solutions.

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Questions?
Feedback?

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Videos
David Kelley at TED2012 on Building Your Creative
Confidence. https://embed-ssl.ted.com/talks/
david_kelley_how_to_build_your_creative_confidence
Design & Thinking, http://www.designthinkingmovie.com/ ,
Muris Studio.
The Explainer: Design Thinking, August 25, 2015, Harvard
Business Review, https://hbr.org/video/4443548301001/the-
explainer-design-thinking
Articles
Brown T. and Martin R., Design for Action, Business Harvard
Review, September 2015.
Kelly T. and Kelley D., Reclaim Your Creative Confidence,
Harvard Business Review, November 2012.
Buchanan R., Wicked Problems in Design Thinking, Design
Issues, Vol. 8, No. 2, (Spring, 1992), pp. 5-21, The MIT Press.
Books
Brown T. Change by Design: How Design Thinking Transforms
Organizations and Inspires Innovation, Harper Business,
September 29, 2009.
Mootee I. Design Thinking for Strategic Innovation: What
They Can't Teach You at Business or Design School, Wiley,
August 12, 2013
Stickdorn M. and Schneider J., This is Service Design Thinking,
Wiley, 2011.
Roan D., Unfolding the Napkin, Portfolio, 2009.
Norman D., The Design of Everyday Things, Basic Books,
2013.
Clark H. and Brody D., A Reader, Bloomsbury Academic, 2009.
Kimbell L., The Service Innovation Handbook, BIS Publishers,
2014.
References

35. JANE VITA
Sr. Service Creator
jane.vita@futurice.com
www.janevita.com
@janevita