6. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
7. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
analyse
patterns,
find the
problem
8. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
analyse
patterns,
find the
problem
ideate, and
prototype
different
solutions
9. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
analyse
patterns,
find the
problem
ideate, and
prototype
different
solutions
refine, test,
implement
the best
solution
11. Every product, service or
experience is a journey.
From need to satisfaction.
thebrandmanual.com
12. The journey is never a straight line.
thebrandmanual.com
13. Customers’ experience is not
determined by the end result,
but by the process in between
thebrandmanual.com
„I’m here about the details.“
14. thebrandmanual.com
When was the last time you felt stupid,
stressed, annoyed, frustrated or helpless
because something did not work the way
you expected it to?
28. thebrandmanual.com
Your journey to Porto had very
many different touchpoints.
PACKING ACCESS
PARKING SECURITY
CHECK-IN SHOPPING FOOD BOARDING
GATE INFO
WAITING… EMBARKATION
29. A few words to explain „design“
thebrandmanual.com
34. thebrandmanual.com
How things are actually done most of the time…
Assume about
the problem
Build the
cheapest solution
User
experience
Effort spent
on fixing it
35. thebrandmanual.com
“If you don’t have time to do it right,
when will you have time to do it over?
- John Wooden / American basketball coach. And probably your grandfather, too
51. thebrandmanual.com
After the fifth one things start to evolve.
Some are able to think beyond the fruit –
jam, juice, cake, tree, Apple tech.
52. thebrandmanual.com
After the fifth one things start to evolve.
Only a few make it to another level - I♡NY, Android.
Some are able to think beyond the fruit –
jam, juice, cake, tree, Apple tech.
60. thebrandmanual.com
Check the box if you want
to become an organ donor
after your death.
Check the box if you refuse
to become an organ donor
after your death.
61. thebrandmanual.com
Check the box if you want
to become an organ donor
after your death.
Check the box if you refuse
to become an organ donor
after your death.
12% are organ donors
62. thebrandmanual.com
Check the box if you want
to become an organ donor
after your death.
Check the box if you refuse
to become an organ donor
after your death.
12% are organ donors 99% are organ donors
64. The sense of time depends a lot on
which side of the toilet door you are.
thebrandmanual.com
65. Don’t focus on the solution.
Make sure everyone on the team
understands what is the problem that
you are trying to solve!
thebrandmanual.com
66. Don’t focus on the solution.
Make sure everyone on the team
understands what is the problem that
you are trying to solve!
thebrandmanual.com
67. Design thinking will help
you to understand the
customers’ need.
thebrandmanual.com
68. thebrandmanual.com
You’ve got to start with the
customer experience and work
backwards to the technology.
You can’t start with the
technology and then try to figure
out where you’re going to sell it.
– Steve, an guy from Apple
73. thebrandmanual.com
A) …because you are in a hurry?
B) …because you like the taste?
C) …because you know what to expect?
D) …because it’s cheap?
E) …or because you need to visit the bathroom?
User’s context determines, how
she rates the whole experience.
74. thebrandmanual.com
Break down the customers’ journey
BEFORE DURING AFTER
they even know
about your product
their interaction
with your product
and outside active
use of your product
> >
75. thebrandmanual.com
BEFORE DURING AFTER
ATTRACT CHOOSE USE SUPPORT RETAIN
I realise I
have a
problem!
which
alternative
should I
choose…
how does
this work
exactly?
hey, I need an
upgrade and
an update
why should I
recommend it
to others?
make
yourself
seen
be better
than the
alternatives
make it
easy to
start using
offer long
term
support
engage and
ask for their
feedback
> >
76. Service is like a joke.
If you have to explain
it, it’s not that good!
thebrandmanual.com