1. 10/02/2014
Workshop 1
Serge Van Oudenhove

2. WHAT IS
DESIGN
THINKING ?
2

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)
3

4. 4

6. Design thinking is a problem solving method
Five Iterative Steps Process
Ideate
Empathize
Define
Prototype
Test
6

7. 1. EMPATHIZE
Ideate
Empathize
Define
Prototype
Test
7

8. 8

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
9

10. Observe and look through customers’ eyes…
10

11. Live like the customers…
11

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
12 http://www.oercommons.org/media/upload/authoring/1686/documents/dSchool_interview.pd

13. GO OUT TO TALK TO
YOUR CUSTOMERS !
13

14. 2. DEFINE
Ideate
Empathize
Define
Prototype
Test
14

15. WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ?
15

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”
Albert Einstein
16

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
17

18. Some useful empathy tools
Empathy Map
Value Proposition Canvas
The Customer Journey Map
18

19. The Empathy Map
Relying on your interview notes, write what the customers
Read the Empathy Map article
http://fr.slideshare.net/Solvay_Entrepreneurs/fiche-toolkit-empathymap?utm_source=ss&utm_medium=upload&utm_campaign=quick-view
19

20. The Value Proposition Canvas
Relying on your interview notes, define what are the customer’s
• Jobs to be done
• Pains
• Gains
Read the following article
http://www.innovationexcellence.com/blog/2012/10/07/the-value-proposition-canvas/
20

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
21

22. The Customer Journey Map
22

23. 23

24. 3. IDEATE
24

25. 3. IDEATE
Ideate
Empathize
Define
Prototype
Test
25

26. WHAT IF ?
26

27. WHAT is the ideation mode ?
Focus on idea generation
• Going Wide in term of concepts and outcomes
• Flaring rather than Focus
• Explore a wide solution space
• Quantity and Diversity of ideas
27

28. 28

29. Ideation is a team exercise
29

30. Some useful ideation tools
Mind-Mapping
Brainstorming
Visual-Thinking
30

31. 4. Prototype
Ideate
Empathize
Define
Prototype
Test
31

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
32

33. A prototype can be anything…
33

34. Linked to the progress of your project…
http://www.wired.com/design/2013/09/appseed-transforms-your-sketches-into-app-prototypes/
34

35. In order to learn fast from your users
35

36. Prototypes are most successful
when people interact with them…
…What you learn from those interactions
can help drive deeper empathy,
as well as shape successful solutions.
36

37. Prototyping a mobile app
Design
Mobile user experience
37
Build
Mobile technology

38. BUILD THE
EXPERIENCE,
NOT
THE TECHNOLOGY !
38

39. 5. TEST
Ideate
Empathize
Define
Prototype
Test
39

40. “Failure is simply the opportunity to begin again,
this time more intelligently.“
Henry Ford
40

41. WHAT is the Test mode ?
Testing is the chance to refine your solution
• Real context in use
• Hypothesis validation
• Get feedback from our users
• Use Metrics
41

42. Test it in the real context

43. Get Feedback
43

44. Metrics that matters
• Number of users
• Conversion
• Engagement
• Virality
• App-Ranking
44

45. User-Centered Design Process
EMPATHIZE
TEST
IDEATE
PROTOTYPE
45
DEFINE

46. 46

47. BUSINESS MODEL
DESIGN
47

48. 48

49. “A business model described the rationale of how an
organisation creates, delivers, and captures value”
Alex Osterwalder
49

50. questions
50

51. A Business Model
Who?
What ?
How ?
How Much ?
Markides (1999)
51

52. The 4 mains questions are…
• Who is the customers ?
• What is the bundle of product and services ?
• How to create and deliver the value ?
• How much cash-flows are generated ?
52

53. 4 Questions
How ?
-
53
What ?
How Much?
Who ?
+

54. 9 Building Blocks
How ?
What ?
- Key Activities
- Product
- Service
- Key Ressources
- Partnership
- Customers segments
- Channels
- Customer relation
-€
-
Cost structure
54
Who ?
How Much?
Financial Aspect
+
+€
Revenue Streams

55. The Business Model Canvas
• 9 Building Blocks
• Concept and relations between building blocks
Alexander Osterwalder & Yves Pigneur (2009)
55

56. Building
Blocks
56

57. 9 Building Blocks
Key
Activities
Value Proposition
Customer
Relationships
Key
Partnership
Customer
Segments
Key
Resources
Channels
Cost
Structure
57
Revenue
Streams
57
Business Modeling

58. Building Blocks
1. Customer Segments
• Mass Market
• Niche Market
• Segmented
• Diversified
• Multi-sided Platforms
Who are your most important clients ?
58
Who ?

59. Building Blocks
2. Value Proposition
• Newess
• Performance
• Getting the job done
• Design
What ?
• Usabililty
• …
What is your solution to the problem ?
18/10/2013
59
59
Business Modeling

60. WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ?
60

61. The product-market fit
Le Value Proposition Canvas
Alexander Osterwalder (2012)
What ?
Who ?
 Empathize
 Define the problem to solve
 Ideate the solution that fit the problem
18/10/2013
61
61
Business Modeling

62. The value proposition designer
What ?
18/10/2013
62
Who ?
62
Business Modeling

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.
18/10/2013
63
63
Business Modeling

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."
Kevin Systrom
Instagram Founder

65. Value proposition workshop
18/10/2013
65
Business Modeling

66. Value proposition workshop
18/10/2013
66
Business Modeling

67. GET OUT
OF THE
BUILDING !

68. Building Blocks
3. Channels
• App Store and Android Store
• API
• Web-site and social network
• Blog, reviews, YouTube video
Who ?
• People and virality
• Sales Forces
How to attract customers ?
18/10/2013
68
Business Modeling

69. Building Blocks
4. Customer relationships
• Engagement plan
• Automation
• Community
• Network effect
Who ?
– Same-Side
– Cross-Side
How to keep customers ?
18/10/2013
69
Business Modeling

70. Building Blocks
5. Revenue streams
• Build the audience first
• Some revenues streams
Who ?
How to make money ?
18/10/2013
70
Business Modeling

71. Building Blocks
6. Key activities
The most important things that the company must do
• Design
• Development
• Grow users base throug Marketing
How ?
• Data Analysis
What are the key activities ?
18/10/2013
71
Business Modeling

72. Building Blocks
6. Key activities
18/10/2013
72
Business Modeling

73. Building Blocks
7. Key ressources
The most important assets of the company
• Human
• Financial
• Data and mobile app
• Technology Infrastructure
What are the key ressources ?
18/10/2013
73
Business Modeling
How ?

74. Building Blocks
8. Key partners
Networks of suppliers and partners
• Google Play and App Store
• Blog and ambassadors
• Business Angel and VC’s
How ?
• Innoviris
Who are your key partners ?
18/10/2013
74
Business Modeling

75. Building Blocks
9. Cost Structure
• Development
• Marketing
• Servers
What are the main costs ?
How Much ?
18/10/2013
75
75
Business Modeling

76. The Business Model Canvas
How ?
What ?
Who ?
How Much ?
18/10/2013
76
76
Business Modeling

77. App Store
Development
Google Play
Design
Investors
Automation
Take and share
great pictures
Social Network
Users
Grow user
base
Server and
Data (photo)
Hosted
Platorm
Great photos
APIs
Web Forum
App Store
Google play
Developer
Site and APIs
FREE
Marketing
Development
FREE
77

78. WHAT IS YOUR
BUSINESS MODEL ?
78

79. 18/10/2013
79
79

80. Business model workshop
18/10/2013
80

81. At this stage, it is only a set of hypothesis…
?
?
Hypothesis
18/10/2013
81
?
?
?
Hypothesis
?
?
?
Hypothesis
?

82. TEST IT !
82

83. Go out and validate your hypothesis
83

84. THANKS FOR
YOUR ATTENTION
84