Dutch people are very direct in their communication. At the same way, Dutch designers are very direct in their design. We present an ‘Amsterdam perspective on Design Thinking’ at UX/D Toronto sharing insights of our design adventures here in Canada together with LoyaltyOne, and distilled what we as designers can all learn from a clash of cultures.

1. An Amsterdam perspective on
design thinking
Toronto, November 24 2015

2. Hello!

3. CULTURE
& DESIGN

4. Why culture matters
1. Design for the user

13. Why culture matters
1. Design for the user
2. Design collaboration

19. OUCH!

20. Dutch culture and design
Three aspects of Dutch culture and their impact
on our design process.

21. Direct

22. Direct
?!

23. Flat

24. Flat

25. Consensus

26. Consensus

27. Consensus

28. Experience mapping
From research to design

29. 1 2
THINKING
(FRAMING)
HEARING
RELATIONSHIPS PLACETIME
DEVICE
FEELING
(MOTIVATIONS)
DOING
(BEHAVIOR)
SEEING
(CONTEXT)
1 2
Approach
Use interviews, video
diaries, WhatsApp logs
Sessions with team and
stakeholders
Map touch points, actors,
artefacts, do, think, feel
Create visual stories that
focus on the WHY

30. Full info on experience mapping:
http://mappingexperiences.com/

31. Results
Shared understanding and
ownership
Team and stakeholders work
together
Everyone identifies problems
and opportunities in the
experience

32. Case in point
Adding playfulness to the brand

33. JUMBO

36. emoji shopping list

39. !

40. !

41. ☕

42. ☕

43. #

44. #

45. $

46. $

47. %

48. %

49. &

50. &

51. '

52. '

53. (

54. (

55. )

56. )

57. *

58. *

59. +

60. +

61. ,

62. ,

63. Final thoughts

64. -
Do epic shit