I'm on a mission to bring design thinking to the ad world. The best way I've found to do this so far is to learn, practice and share. Here's Adriana Gonzalez-Caballero and I's high-level takeaways from the 2018 Global Service Design Jam. Reach out with questions or ideas!

1. By: Brooke Rothman and Adriana González

2. Phases of Design Thinking

3. How can we learn
more about design
thinking?
The Jam brings together people interested
in service and design thinking to identify a
real-world need, ideate iteratively, and
prototype service concepts in 48 hours

5. 20162015
2017

7. Brainstorm
Frame the
Design
Challenge
Interview
Synthesize
Research
Prototype Test Present

9. Team Ursa Major created a
new type of subway car that
creates welcoming
environments that invite
people to connect with
others during their commute
Team Orion created a VR
teleporting experience that
enables friends to all go to a
destination as a way to get
them to have fun together
Team Centaurus created an
enhanced dining
experience that rewards
people who disconnect from
their devices in order to
increase in-person
interactions

10. Team Aquila designed a tool
that prompts people to
take more vacation, so they
could be as productive as
possible while at work
Team Corona created a
service to streamline
usage of compost, trash,
and recyclables to reduce
food waste
Team Lyra created a
playbook that helps you
chart the different scenarios
you may come across when
making a career decision in
order to reduce self-doubt

11. Team Crux simplified
making big life decisions
with a VR service Buddy to
talk through life choices and
collected data
Team Ara designed a new
moving service to reduce
the frustration and anxiety
associated with moving
Team Cassiopeia created a
tool to break down goals
into bite size steps to
achieve success

12. Team Andromeda
created Sweetest
Orange, a kiosk that
helps simplify decision
making while shopping
to reduce frustration and
choice paralysis.

13. Team Eridanus
showcased Camp
ExpressYourself, a
sleepaway camp that
strengthens emotional
intelligence by helping
kids communicate &
empathize.

15. Groups that were able to clearly identify
who their end-user was and understand
their needs and desires delivered better
services.
By better understanding our end-users,
we can create something that is of real
value to them, which will ultimately
produce better affinity and engagement
with our brands to help them succeed.

16. Teams wanted to spend time discussing
conceptual ideas until they felt the idea
was perfect. Bringing ideas to life
through prototyping helped team
members better understand each other’s
thoughts in order to optimize the ideas.
At some point, discussions become
unproductive. We should encourage
people to prototype as early as possible
as a way to show and clarify ideas.

17. Throughout the weekend, we had pin-
ups with other teams in order to share
and optimize our ideas. By getting
prototypes in front of other teams
sooner, we were able to better optimize
our services.
The prototyping and testing loop is
crucial in order to bring the best ideas to
life. We should be encouraged to test
and refine early and often.

18. Sponsors included advertising agencies
(Saatchi Saatchi Wellness, KBS)
We should identify ways to weave in
design thinking into our processes to
deliver more value to our clients and the
end user.

19. Tactical planning What if ideas Creative briefs
Development of
personas and customer
journeys
Client presentations and
pitches
Proprietary workshops