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Football by Design
#GX24
#GX24
Gabriel Simonet
gsimonet@genexus.com
@gabrielsimonet

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DESIGN THINKING

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Football X

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#GX24

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#GX24
Fútbol UY

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#GX24

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#GX24

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#GX24

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING

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DOESN’T KNOW
ANYTHING ABOUT
FOOTBALL

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#GX24
Don’t worry

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A Design Process

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#GX24
Design & Design Thinking

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VIABILITY
(Business)
DESIRABILITY
(Human)
FEASIBILITY
(Technical)

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#GX24
Design Thinking
Un proceso
Source: HCD Toolkit

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Source: Tim Brown, Design Thinking
#GX24

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#GX24
Google Ventures
Source: FastCo Design - Google Ventures

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#GX24
It’s a learning process!
Source: IDEO

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#GX24
The process according to
Designing for Growth

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Source: Designing for Growth
#GX24

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What is

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#GX24
Explore the reality
What’s the business problem?
Where’s the opportunity?
What has changed (or soon may change)?

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#GX24
Explore the reality
Look at the world: Observe what
people do, how they think, what
they need and want

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#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)

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#GX24

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#GX24
Results:
Map & Synthesis

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What if

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#GX24
Envisioning the future
1. Brainstorm

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#GX24
Envisioning the future
1. Brainstorm
2. Prototype

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#GX24
Envisioning the future
1. Brainstorm
2. Prototype
3. Detect Opportunities

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#GX24
Envisioning the future
1. Brainstorm
2. Prototype
3. Detect Opportunities
4. Try new Solutions

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#GX24
A change in Pace
Marcos, from Mexico joins the team
Sinapse

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#GX24
Second Version
Results:
1. Much nicer second Version
2. A great NEW CONCEPT
3. A not so-much-satisfied stakeholder

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What wows

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#GX24
Users help decide
Test the future in the present through prototypes

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#GX24
Users help decide
Results:
1. Matches: Ok.

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#GX24
Users help decide
Results:
1. Matches: Ok.
2. Data: Ok.

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#GX24
Users help decide
Results:
1. Matches: Ok.
2. Data: Ok.
3. More Data: Ok.

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#GX24
Users help decide
Results:
1. Matches: Ok.
2. Data: Ok.
3. More Data: Ok.
4. News: Ok.

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#GX24
Users help decide
We like this!

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#GX24
Users help decide
We like this!

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#GX24
Users help decide
We like this!

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#GX24
Users help decide
We like this!

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#GX24
What Wows?
Live, Live, Live!
Colors, so many colors!

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What works

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Making it Work, as a Business
#GX24

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Making it Work, as a Business
#GX24

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Caveats & Benefits

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DESIGN THINKING

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#GX24
Design is subjective.
Not all subjectivities are the same.
At the end, it comes down to expertise &
intuition
Caveats

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#GX24
Therefore, it’s important you define
your criteria from the beginning.
Find out what clients (final users)
really want.
Caveats

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#GX24
The more efficiently you run the
process, the less opportunities
you will find during it
Caveats

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#GX24
It’s a learning process.
Integrate everybody from the
beginning.
Caveats

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#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

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Before we go

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#GX24
Try it. It’s fun and get things done
differently

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#GX24
? + ! -

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#GX24
Remember
Define your criteria
Create a Diverse Team
Get some chocolate
Get out there
Listen!
Prototype, Test, Iterate
Start again
Have fun!!

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Thanks!