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DESIGN
THINKING
[TURKEY]
@dt_turkey
designthinkingturkey@gmail.com
Design Thinking Turkey
MAKING

THINGS
PEOPLE
WANT
MAKING

PEOPLE
WANT
THINGS
MARKETING & ADVERTISING
DESIGN
SERVICE & PRODUCT DESIGN
FROM TO
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DESIGN IS TO DESIGN THE DESIGN OF A DESIGN
NOUN
A GENERAL CONCEPT
OR POLICY
VERB
A GENERAL CONCEPT
OR POLICY
NOUN
A PLAN OR INTENTION
NOUN
A FINISHED OUTCOME
(SYSTEM, SERVICE OR
PRODUCT)
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
We don’t think of the Kindle
Fire as a tablet. We think of it
as a service.
Jeffrey Bezos | AMAZON
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
GRAPHIC DESIGN
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
UI DESIGN
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
UX DESIGN
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
SERVICE DESIGN
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
SYSTEM DESIGN
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
Always design a thing by
considering it in its next larger
context a chair in a room, a room in
a house, a house in an environment,
an environment in a city plan.
Eliel Saarinen | Finnish Architect
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
The battle of devices has now become a
war of ecosystems, where ecosystems
include not only the hardware and
software of the device, but developers,
applications, e-commerce, advertising,
search, social applications, location
based services, unified communications
and many other things. Our competitors
aren't taking our market share with
devices; they are taking our market
share with an entire ecosystem
Stephen Elop | NOKIA
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
1
KNOWN KNOWNS
You know how to
solve them
2
KNOWN UNKNOWNS
You know ways to find
out how to solve them
3
BIG UNKNOWNS
You don’t know
how to solve them
because you don’t
know the root
cause
THERE ARE 3 TYPES OF PROBLEMS
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
INNOVATIVE
PROBLEM
SOLVING
DESIGN
THINKING
=
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
ORGANISATIONS PURCHASING DESIGN CAPABILITIES
METHOD FJORD GREAT FRIDAYS
MIKE&MAAIKE ADAPTIVE PATH LUNAR
GLOBAL LOGIC ACCENTURE EPAM
GOOGLE CAPITAL ONE MC KINSEY
2011
2012 2014 2015
2013 2014
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DISCOVER SYNTHESIZE GENERATE REFINE
INITIAL
INSIGHT
REFRAMED
OPPORTUNITY
NEW
SOLUTION
EVELUATE & ITERATE
PROBLEM DEFINITION SOLUTION SUGGESTION
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
An approach to solving
problems by understanding
people’s needs and synthesising
insights to solve those needs.
DESIGN THINKING DEFINITION
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DESIGN THINKING PROCESS
TECHNOLOGY
DEVELOP
PEOPLE
UNDERSTAND
CONCEPT
CREATE
EMPATHY
DEFINE
BUSINESS
DEFINE
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
TECHNOLOGY
DEVELOP
CONCEPT
CREATE
PEOPLE
UNDERSTAND
BUSINESS
DEFINE
TRADITIONAL PROCESS
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
WHAT IS NOT THE DESIGN THINKING
We have this problem,
let's jump in and get in a
room and brainstorm
solutions
X
We have this
technology, what
can we use it for?
X
Our competitors just
launched X; how can
we do X quickly?
X
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
WHAT IS THE DESIGN THINKING
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 |
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DESIGN THINKING PROCESS
TECHNOLOGY
DEVELOP
CONCEPT
CREATE
EMPATHY
DEFINE
BUSINESS
DEFINE
TEST
RELASE
PEOPLE
UNDERSTAND
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
UNDERSTAND
PEOPLE
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
UNDERSTAND
Understand the experience,
situation and emotion of the
person who you are working for
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
HOW CAN I UNDERSTAND
OBSERVE
Observe users and
their behaviour in the
context of their lives.
TALK
Engage with people
in conversations and
interviews. Ask why
EXERCISE
Ask someone to
complete a task and tell
you what they are doing
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
WHAT IS THE UNDERSTAND
“Our real goal, then, is not so much fulfilling manifest
needs by creating a speedier printer or a more
ergonomic keyboard; that’s the job of designers. It is
helping people to articulate the latent needs they
may not even know they have, and this is the
challenge of design thinkers.”
Tim Brown | IDEO
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEFINE
EMPHATY
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEFINE
Clearly define a problem
in specific terms what the
challenge is and why it needs
to be addressed
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
HOW CAN I DEFINE
DEFINE PEOPLE
Personas is to create reliable
and realistic representations
of your key audience
segments for reference.
DEFINE JOURNEY
Journey map is a visual or graphic
interpretation of the overall story
from an individual’s perspective
of their relationship with an
organization, service, product or
brand, over time and across
channels.
DEFINE SERVICE
Service blueprint provides
guidance on how a service will be
provided, specifying the physical
evidence, staff actions, and
support systems / infrastructure
needed to deliver the service
across its different channels.
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
CREATE
CONCEPT
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
CREATE
Explore a wide variety of possible
solutions through generating a
large quantity of diverse possible
solutions, allowing you to step
beyond the obvious and explore a
range of ideas
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
HOW CAN I CREATE
BRAINSTORM
Design thinking embraces multi-
disciplinary teams, which could
bring together different point of
views. During this stage we should
not reject ideas because they seem
too simple or too basic.
PROTOTYPE
Prototyping is all about
visualizing our solutions. There
are different techniques for that
such as ‘sketching’, ‘rapid
prototyping’ It should be simple,
fast and least-expensive fashion.
PRODUCE
Creation final concept of
problem solving that includes
design outcomes with rules
also short& long term
strategies with to be vision
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEVELOP
TECHNOLOGY
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEVELOP
Transform to created concept
into a physical form or
tangible evidence
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
RELEASE
TEST
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEVELOP
Ask for feedback on your
product or service. Learn
about your user, reframe your
view and refine your concept
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
THANK YOU
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com

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Design Thinking

  • 2. MAKING
 THINGS PEOPLE WANT MAKING
 PEOPLE WANT THINGS MARKETING & ADVERTISING DESIGN SERVICE & PRODUCT DESIGN FROM TO DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 3. DESIGN IS TO DESIGN THE DESIGN OF A DESIGN NOUN A GENERAL CONCEPT OR POLICY VERB A GENERAL CONCEPT OR POLICY NOUN A PLAN OR INTENTION NOUN A FINISHED OUTCOME (SYSTEM, SERVICE OR PRODUCT) DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 4. We don’t think of the Kindle Fire as a tablet. We think of it as a service. Jeffrey Bezos | AMAZON DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 5. GRAPHIC DESIGN DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 6. UI DESIGN DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 7. UX DESIGN DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 8. SERVICE DESIGN DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 9. SYSTEM DESIGN DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 10. Always design a thing by considering it in its next larger context a chair in a room, a room in a house, a house in an environment, an environment in a city plan. Eliel Saarinen | Finnish Architect DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 11. The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, e-commerce, advertising, search, social applications, location based services, unified communications and many other things. Our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem Stephen Elop | NOKIA DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 12. 1 KNOWN KNOWNS You know how to solve them 2 KNOWN UNKNOWNS You know ways to find out how to solve them 3 BIG UNKNOWNS You don’t know how to solve them because you don’t know the root cause THERE ARE 3 TYPES OF PROBLEMS DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 13. INNOVATIVE PROBLEM SOLVING DESIGN THINKING = DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 14. ORGANISATIONS PURCHASING DESIGN CAPABILITIES METHOD FJORD GREAT FRIDAYS MIKE&MAAIKE ADAPTIVE PATH LUNAR GLOBAL LOGIC ACCENTURE EPAM GOOGLE CAPITAL ONE MC KINSEY 2011 2012 2014 2015 2013 2014 DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 15. DISCOVER SYNTHESIZE GENERATE REFINE INITIAL INSIGHT REFRAMED OPPORTUNITY NEW SOLUTION EVELUATE & ITERATE PROBLEM DEFINITION SOLUTION SUGGESTION DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 16. An approach to solving problems by understanding people’s needs and synthesising insights to solve those needs. DESIGN THINKING DEFINITION DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 17. DESIGN THINKING PROCESS TECHNOLOGY DEVELOP PEOPLE UNDERSTAND CONCEPT CREATE EMPATHY DEFINE BUSINESS DEFINE DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 18. TECHNOLOGY DEVELOP CONCEPT CREATE PEOPLE UNDERSTAND BUSINESS DEFINE TRADITIONAL PROCESS DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 19. WHAT IS NOT THE DESIGN THINKING We have this problem, let's jump in and get in a room and brainstorm solutions X We have this technology, what can we use it for? X Our competitors just launched X; how can we do X quickly? X DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 20. WHAT IS THE DESIGN THINKING 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 | DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 22. UNDERSTAND PEOPLE DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 23. UNDERSTAND Understand the experience, situation and emotion of the person who you are working for DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 24. HOW CAN I UNDERSTAND OBSERVE Observe users and their behaviour in the context of their lives. TALK Engage with people in conversations and interviews. Ask why EXERCISE Ask someone to complete a task and tell you what they are doing DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 25. WHAT IS THE UNDERSTAND “Our real goal, then, is not so much fulfilling manifest needs by creating a speedier printer or a more ergonomic keyboard; that’s the job of designers. It is helping people to articulate the latent needs they may not even know they have, and this is the challenge of design thinkers.” Tim Brown | IDEO DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 26. DEFINE EMPHATY DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 27. DEFINE Clearly define a problem in specific terms what the challenge is and why it needs to be addressed DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 28. HOW CAN I DEFINE DEFINE PEOPLE Personas is to create reliable and realistic representations of your key audience segments for reference. DEFINE JOURNEY Journey map is a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels. DEFINE SERVICE Service blueprint provides guidance on how a service will be provided, specifying the physical evidence, staff actions, and support systems / infrastructure needed to deliver the service across its different channels. DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 29. CREATE CONCEPT DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 30. CREATE Explore a wide variety of possible solutions through generating a large quantity of diverse possible solutions, allowing you to step beyond the obvious and explore a range of ideas DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 31. HOW CAN I CREATE BRAINSTORM Design thinking embraces multi- disciplinary teams, which could bring together different point of views. During this stage we should not reject ideas because they seem too simple or too basic. PROTOTYPE Prototyping is all about visualizing our solutions. There are different techniques for that such as ‘sketching’, ‘rapid prototyping’ It should be simple, fast and least-expensive fashion. PRODUCE Creation final concept of problem solving that includes design outcomes with rules also short& long term strategies with to be vision DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 32. DEVELOP TECHNOLOGY DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 33. DEVELOP Transform to created concept into a physical form or tangible evidence DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 34. RELEASE TEST DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 35. DEVELOP Ask for feedback on your product or service. Learn about your user, reframe your view and refine your concept DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
  • 36. THANK YOU DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com