The document discusses design thinking as a human-centered approach to problem-solving, emphasizing empathy, observation, and curiosity. It describes a practical exercise called '30 circles' to illustrate creative processes and overcoming challenges in ideation. Additionally, it outlines a case study focused on designing useful products or services for seniors, highlighting the stages of understanding, ideation, prototyping, and testing.

1. design thinking
by the people for the people
Rafael Daron
rafaeldaron@gmail.com
@rafaeldaron

2. #ux #ui
#designthinking
#servicedesign

3. about me
- Master in Service Design, Politecnico di Milano, IT
- Specialist in Interaction Design, Faber Ludens, BR
- Bachelor in Information System, UNISEP, BR
!
- UX & Service Designer at Beta-i, Lisbon, PT
- UX & Service Designer at MediaEngine, Milan, IT
- Interaction Designer at C.E.S.A.R., Sorocaba, BR
- User Experience at CISS, Dois Vizinhos, BR
- Professor at UNISEP, Dois Vizinhos, BR

4. The only real voyage of
discovery consists not in
seeking new landscapes,
but in having new eyes. "
Marcel Proust

5. design thinking - a process

6. http://youtu.be/a7sEoEvT8l8

7. design thinking - a mindset

8. design thinking
a new approach to problem finding
#empathy #observation #curiosity
!
a dynamic approach to problem solving
#prototype #fail #learn
!
a new perspective on value creation
#human-centeredProcess #needs

9. let’s do an
exercise?

10. 30 circles

11. 30 circles
objective
!
turn the circles into something

12. 30 circles
3 minutes

13. 30 circles

14. 30 circles
Start!

15. 30 circles
Stop!

17. challenges
did you stuck at some point?
!
what did you feel during that moment?
!
did you have an unstuck moment?

18. think out of the "box" - schemas

19. let’s do
again?

20. 30 circles

21. 30 circles
objective
!
turn the circles into something,
based in the experience you had

22. 30 circles
3 minutes

23. 30 circles
Start!

24. 30 circles
Stop!

25. challenges
how it went this time?
!
what went different?

26. 30 circles
creates the "getting stuck" feeling
!
explores how “unstuck" happens and how it feels
!
triggers our conceptual “box" and demonstrates how our
brain utilizes schemas
!
demonstrates how we make up boundary conditions
!
demonstrates how perceived boundary conditions affect
outcomes

27. design thinking process

28. case: conecta
“design a product or service
useful for senior people - over 50
years old“
what to do? | how to do?

29. understanding

30. understanding

31. ideation

32. prototyping

35. prototyping

36. prototyping

37. prototyping

38. prototyping

39. team building
8 groups

40. problem areas
healthcare
education
economy
environment
housing
people
mobility
cities

41. choose problem in the area
7 minutes

42. design thinking process

43. empathy

44. primary research
!
secondary (desk) research

45. define

46. problem definition

47. problem definition

48. ideate

49. disney method

50. be dreamer
This stage was for fantasizing. Creating the most fantastic and
absurd ideas as possible. No filter. Just wonderful, raw ideas.
This stage was about “why not?”

51. be realistic
As the Realist, the Dreamer ideas would be re-examined,
and re-worked into something more practical. It wasn’t
about the reasons it could not be achieved, but only about
it could be done. This stage is about “how?”

52. be spoiler
The third stage he would become the critic… shooting
holes in the ideas he had come up with.

53. prototype

60. test

62. my 10 seconds pitch

63. #keywords

64. thank you!
Rafael Daron
rafaeldaron@gmail.com
@rafaeldaron