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Football by Design 
#GX24 
#GX24 
Gabriel Simonet 
gsimonet@genexus.com 
@gabrielsimonet
DESIGN THINKING
Football X
#GX24
#GX24 
Fútbol UY
#GX24
#GX24
#GX24
DESIGN THINKING
DESIGN THINKING
DESIGN THINKING
DESIGN THINKING
DOESN’T KNOW 
ANYTHING ABOUT 
FOOTBALL
#GX24 
Don’t worry
A Design Process
#GX24 
Design & Design Thinking
VIABILITY 
(Business) 
DESIRABILITY 
(Human) 
FEASIBILITY 
(Technical)
#GX24 
Design Thinking 
Un proceso 
Source: HCD Toolkit
Source: Tim Brown, Design Thinking 
#GX24
#GX24 
Google Ventures 
Source: FastCo Design - Google Ventures
#GX24 
It’s a learning process! 
Source: IDEO
#GX24 
The process according to 
Designing for Growth
Source: Designing for Growth 
#GX24
What is
#GX24 
Explore the reality 
What’s the business problem? 
Where’s the opportunity? 
What has changed (or soon may change)?
#GX24 
Explore the reality 
Look at the world: Observe what 
people do, how they think, what 
they need and want
#GX24 
Explore the reality 
Some Possible Data Sources 
Existing Repository of Data 
Exploration of Products in same indus...
#GX24
#GX24 
Results: 
Map & Synthesis
What if
#GX24 
Envisioning the future 
1. Brainstorm
#GX24 
Envisioning the future 
1. Brainstorm 
2. Prototype
#GX24 
Envisioning the future 
1. Brainstorm 
2. Prototype 
3. Detect Opportunities
#GX24 
Envisioning the future 
1. Brainstorm 
2. Prototype 
3. Detect Opportunities 
4. Try new Solutions
#GX24 
A change in Pace 
Marcos, from Mexico joins the team 
Sinapse
#GX24 
Second Version 
Results: 
1. Much nicer second Version 
2. A great NEW CONCEPT 
3. A not so-much-satisfied stakehol...
What wows
#GX24 
Users help decide 
Test the future in the present through prototypes
#GX24 
Users help decide 
Results: 
1. Matches: Ok.
#GX24 
Users help decide 
Results: 
1. Matches: Ok. 
2. Data: Ok.
#GX24 
Users help decide 
Results: 
1. Matches: Ok. 
2. Data: Ok. 
3. More Data: Ok.
#GX24 
Users help decide 
Results: 
1. Matches: Ok. 
2. Data: Ok. 
3. More Data: Ok. 
4. News: Ok.
#GX24 
Users help decide 
We like this!
#GX24 
Users help decide 
We like this!
#GX24 
Users help decide 
We like this!
#GX24 
Users help decide 
We like this!
#GX24 
What Wows? 
Live, Live, Live! 
Colors, so many colors!
What works
Making it Work, as a Business 
#GX24
Making it Work, as a Business 
#GX24
Caveats & Benefits
DESIGN THINKING
#GX24 
Design is subjective. 
Not all subjectivities are the same. 
At the end, it comes down to expertise & 
intuition 
C...
#GX24 
Therefore, it’s important you define 
your criteria from the beginning. 
Find out what clients (final users) 
reall...
#GX24 
The more efficiently you run the 
process, the less opportunities 
you will find during it 
Caveats
#GX24 
It’s a learning process. 
Integrate everybody from the 
beginning. 
Caveats
#GX24 
Key benefits 
Value: Helps creating new meaning and value for customers 
Business: Helps business find new ways to ...
Before we go
#GX24 
Try it. It’s fun and get things done 
differently
#GX24 
? + ! -
#GX24 
Remember 
Define your criteria 
Create a Diverse Team 
Get some chocolate 
Get out there 
Listen! 
Prototype, Test,...
Thanks!
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
Football by design - Design Thinking vs. La Liga de Mexico App
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Football by design - Design Thinking vs. La Liga de Mexico App

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All projects are different from one another, and so are applications. But there are design processes that we may follow to help improve the results of our projects and detect interesting opportunities, while avoiding the problems we usually confront. In this session we will be seeing the Design Thinking Process and will study the case of a mobile application developed for the Mexican Football (not Soccer!) League.

Published in: Design
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Football by design - Design Thinking vs. La Liga de Mexico App

  1. 1. Football by Design #GX24 #GX24 Gabriel Simonet gsimonet@genexus.com @gabrielsimonet
  2. 2. DESIGN THINKING
  3. 3. Football X
  4. 4. #GX24
  5. 5. #GX24 Fútbol UY
  6. 6. #GX24
  7. 7. #GX24
  8. 8. #GX24
  9. 9. DESIGN THINKING
  10. 10. DESIGN THINKING
  11. 11. DESIGN THINKING
  12. 12. DESIGN THINKING
  13. 13. DOESN’T KNOW ANYTHING ABOUT FOOTBALL
  14. 14. #GX24 Don’t worry
  15. 15. A Design Process
  16. 16. #GX24 Design & Design Thinking
  17. 17. VIABILITY (Business) DESIRABILITY (Human) FEASIBILITY (Technical)
  18. 18. #GX24 Design Thinking Un proceso Source: HCD Toolkit
  19. 19. Source: Tim Brown, Design Thinking #GX24
  20. 20. #GX24 Google Ventures Source: FastCo Design - Google Ventures
  21. 21. #GX24 It’s a learning process! Source: IDEO
  22. 22. #GX24 The process according to Designing for Growth
  23. 23. Source: Designing for Growth #GX24
  24. 24. What is
  25. 25. #GX24 Explore the reality What’s the business problem? Where’s the opportunity? What has changed (or soon may change)?
  26. 26. #GX24 Explore the reality Look at the world: Observe what people do, how they think, what they need and want
  27. 27. #GX24 Explore the reality Some Possible Data Sources Existing Repository of Data Exploration of Products in same industry Exploration of Products in other industries Clients Hear what they say (ok) Watch what they do (much better)
  28. 28. #GX24
  29. 29. #GX24 Results: Map & Synthesis
  30. 30. What if
  31. 31. #GX24 Envisioning the future 1. Brainstorm
  32. 32. #GX24 Envisioning the future 1. Brainstorm 2. Prototype
  33. 33. #GX24 Envisioning the future 1. Brainstorm 2. Prototype 3. Detect Opportunities
  34. 34. #GX24 Envisioning the future 1. Brainstorm 2. Prototype 3. Detect Opportunities 4. Try new Solutions
  35. 35. #GX24 A change in Pace Marcos, from Mexico joins the team Sinapse
  36. 36. #GX24 Second Version Results: 1. Much nicer second Version 2. A great NEW CONCEPT 3. A not so-much-satisfied stakeholder
  37. 37. What wows
  38. 38. #GX24 Users help decide Test the future in the present through prototypes
  39. 39. #GX24 Users help decide Results: 1. Matches: Ok.
  40. 40. #GX24 Users help decide Results: 1. Matches: Ok. 2. Data: Ok.
  41. 41. #GX24 Users help decide Results: 1. Matches: Ok. 2. Data: Ok. 3. More Data: Ok.
  42. 42. #GX24 Users help decide Results: 1. Matches: Ok. 2. Data: Ok. 3. More Data: Ok. 4. News: Ok.
  43. 43. #GX24 Users help decide We like this!
  44. 44. #GX24 Users help decide We like this!
  45. 45. #GX24 Users help decide We like this!
  46. 46. #GX24 Users help decide We like this!
  47. 47. #GX24 What Wows? Live, Live, Live! Colors, so many colors!
  48. 48. What works
  49. 49. Making it Work, as a Business #GX24
  50. 50. Making it Work, as a Business #GX24
  51. 51. Caveats & Benefits
  52. 52. DESIGN THINKING
  53. 53. #GX24 Design is subjective. Not all subjectivities are the same. At the end, it comes down to expertise & intuition Caveats
  54. 54. #GX24 Therefore, it’s important you define your criteria from the beginning. Find out what clients (final users) really want. Caveats
  55. 55. #GX24 The more efficiently you run the process, the less opportunities you will find during it Caveats
  56. 56. #GX24 It’s a learning process. Integrate everybody from the beginning. Caveats
  57. 57. #GX24 Key benefits Value: Helps creating new meaning and value for customers Business: Helps business find new ways to grow Engagement: The Buy-In is great Alignment: It just kills the debate, through data driven design
  58. 58. Before we go
  59. 59. #GX24 Try it. It’s fun and get things done differently
  60. 60. #GX24 ? + ! -
  61. 61. #GX24 Remember Define your criteria Create a Diverse Team Get some chocolate Get out there Listen! Prototype, Test, Iterate Start again Have fun!!
  62. 62. Thanks!

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