3. “Design thinking can be described
as a discipline that uses
the designer’s sensibility and methods
to match people’s needs
with what is technologically feasible and
what a viable business strategy can convert
into customer value and market opportunity.”
Tim Brown (Ideo)
9. WHAT is the empathize mode ?
Empathy is the foundation of a human-centered design process
• Observe: View users and their behavior in the context of their lives
• Immerse: Experience what your user experience
• Engage: Interact with and interview customers
12. And interact with users through interviews
HOW to prepare for an interview:
• Brainstorm questions
• Identify and order themes
• Reﬁne questions: How the user FEELS
Read the Interview Preparation guide from the D.School
16. “If I had an hour to solve a problem solution. I would
spend the ﬁrst ﬁfty minutes determining how to…
Frame the problem
...for once I know the proper question to ask
I can solve the problem in less than 5 minutes”
17. WHAT is the define mode ?
Synthesize your empathy findings into needs and insights
• Focus rather than flaring
• Develop a deep understanding of your users
• Come up with an actionable problem statement
19. The Empathy Map
Relying on your interview notes, write what the customers
Read the Empathy Map article
20. The Value Proposition Canvas
Relying on your interview notes, define what are the customer’s
• Jobs to be done
Read the following article
21. The Customer Journey Map
Describes the journey of a customer and emphases on
• The goal of your customers
• The customer experience flow
• The touch points that characterize the service experience
• The interaction and the relationship
32. WHAT is the prototype mode ?
Getting ideas out of our head in a physical world
• Several physical forms
• Linked to the progress of your exploration
• Explore possibilities with rapid iterative prototyping
• Fast learning approach
61. The product-market fit
Le Value Proposition Canvas
Alexander Osterwalder (2012)
Define the problem to solve
Ideate the solution that fit the problem
63. Some value proposition examples
Capture and share the world’s moments.
Give people the power to share and make the world
more open and connected.
Makes it easy to remember things big and small from everyday
life using your phone, tablet, computer and the web.
64. “In the mobile context, you need to explain what you do
in 30 seconds or less because people move on to the
next shiny object...
…. There are so many apps and people are vying for
your attention on the go…
... You're not sitting in front of a computer; you're at a
bus stop or in a meeting."
68. Building Blocks
• App Store and Android Store
• Web-site and social network
• Blog, reviews, YouTube video
• People and virality
• Sales Forces
How to attract customers ?
69. Building Blocks
4. Customer relationships
• Engagement plan
• Network effect
How to keep customers ?
70. Building Blocks
5. Revenue streams
• Build the audience first
• Some revenues streams
How to make money ?
71. Building Blocks
6. Key activities
The most important things that the company must do
• Grow users base throug Marketing
• Data Analysis
What are the key activities ?
73. Building Blocks
7. Key ressources
The most important assets of the company
• Data and mobile app
• Technology Infrastructure
What are the key ressources ?
74. Building Blocks
8. Key partners
Networks of suppliers and partners
• Google Play and App Store
• Blog and ambassadors
• Business Angel and VC’s
Who are your key partners ?
75. Building Blocks
9. Cost Structure
What are the main costs ?
How Much ?