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Design
Thinking
Build
Persona
Role
Playing
DESIGN THINKING
We are talking about design in its
broadest meaning
Steve Jobs,
co-founder Apple
“Design is not just
what it looks like and
feels like. Design is
how it works.”
Start stop -> lower emissions -> lower taxes -> I can afforddriving pleasure
“Everything is
designed”
Design Thinking is less
about thinking & more
about doing
Then what is actually
DESIGN THINKING?
And what it’s not
DESIGN THINKING
Is a creative approach to solvingproblemswhere
innovation (or seeing things differently) is the goal
DESIGN THINKING
A human-centered problem-solving method that
applies extensive user-research, rapid prototyping,
iterative improvement cycles, and interdisciplinary
team work
MAKING
PEOPLE
WANT
THINGS
MAKING
THINGS
PEOPLE
WANT
From To
→
Online Marketing &
Digital Advertising
Designing Digital
Services & Products
Design Thinking is a user-centered
approach to problem solving
Key elements
1. People-centered
2. Highly creative
3. Hands-on
4. Iterative
!
People-centered
You start from what people, users, customers, (…)
need or want to do. Their motivations and the problems
they are trying to solve.
Empathy is key. It’s not about you. You need the ability to
understand and share the feelings of others.
1
Highly Creative
Design thinking stimulates you to look at situations
differently and come up with new solutions, that go
beyond and improve existingalternatives.
Integrative thinking is key. You need the ability to look at
all the different aspects of a problem.
2
Hands-on
Stop discussing, start working. Make ideas tangible.
Prototyping is thinking with your hands. Test your
hypnotises.
Failure is a (necessary) part of the process in order to
succeed. Experiments with trial and error are key.
3
Iterative
The road to success does not follow a straight line.
The more you are able to loop through
“understand > create > learn” cycle, the higher chance
you have for good results.
4
How design feels
Design Thinking
Process
Empathise
Define
Ideate
Prototype
Test
An Iterative Cyclic Process
Empathise
Understand the experience, situation and emotion of the
person who you are working for
•
•
•
Observe users and their behaviour in the context of their lives.
Engage with people in conversations and interviews. Ask why.
Watch and listen: ask someone to complete a task and tell you
what they are doing
1
Interviewing and self-immersion
Empathize
Need finding
Define
Process and synthesise the findings in order to form a
user point of view that you will address
•
•
•
User: develop an understanding of the type of person you are
designing for
Needs: synthesise and select a limited set of needs that you think
are important to fulfil
Insights: express insights you developed and define principles
2
Define
The problem
Synthesis
Make sense
Ideate
Focus on idea generation. You translate problems into
solutions. Explore a wide variety and large quantity of
ideas to go beyond the obvious solutions to a problem.
•
•
•
Creativity: combine the un/conscious with rational thoughts and
imagination
Group synergy: leverage the group to reach out new ideas an
build upon other’s ideas
Separate the generation and evaluation of ideas to give
imagination a voice
3
Ideate
Generate ideas
Prototype
Build to think. A simple, cheap and fast way to shape
ideas so you can experience and interact with them.
•
•
Start building: Create an artefact in low resolution. This can be a
physical object or a digital clickable sketch. Do it quick and dirty.
Storyboard: create a scenario you can role play in a physical
environment and let people experience your solution
4
Prototype
Make ideas tangible
Prototype
Make ideas tangible
Prototype
Make ideas tangible
Prototype
Make ideas tangible
Prototype
Make ideas tangible
The outcome of a Design Thinking project is one or
more tested prototypes
Simple and easy to handle prototypes
Quickly created
Focus is on few features
Costs: low
Complex simulations and prototypes of the future
product, service or process and business model
All important functions areimplemented
Costs: higher
Test
Ask for feedback on your prototypes. Learn about your
user, reframe your view and refine your prototype.
•
•
Show: let people use your prototype. Give it in their hands and let
them use it. Listen to what they say.
Create experiences: let people talk about how they experience it
and how they feel
5
Test
Collect feedback
I N S P I R A T I O N
IDEATE
PROTOTYPE
TES T
REFINE
DELIVER
I D E A T I O N I M P L E M E N T A T I O N
CON
RESEARCH
DESIGN CHALLENGE SYNTHESIS
VERG
DIVERGE
Phases of Design Thinking
Phases of Design Thinking
I N S P I R A T I O N
IDEATE
PROTOTYPE
TES T
REFINE
DELIVER
I D E A T I O N I M P L E M E N T A T I O N
CON
RESEARCH
DESIGN CHALLENGE SYNTHESIS
VERG
DIVERGE
Phases of Design Thinking
I N S P I R A T I O N
IDEATE
PROTOTYPE
TES T
REFINE
DELIVER
I D E A T I O N I M P L E M E N T A T I O N
CON
RESEARCH
DESIGN CHALLENGE SYNTHESIS
VERG
DIVERGE
The Core Drivers
of Innovation
The Core Drivers of Innovation
Desirability
(user)
Customers
what are they thinking,
doing and feeling?
The Core Drivers of Innovation
Desirability
(user)
Feasibility
(technology)
Customers
what are they thinking,
doing and feeling?
Do we have the
technology /
Process need?
The Core Drivers of Innovation
Viability
(business)
Feasibility
(technology)
Desirability
(user)
Customers
what are they thinking,
doing and feeling?
Do we have the
technology /
Process need?
Does business
model / case
make sense?
The Core Drivers of Innovation
Innovation
Viability
(business)
Feasibility
(technology)
Desirability
(user)
Does business
model / case
make sense?
Customers
what are they thinking,
doing and feeling?
Do we have the
technology /
Process need?
Design Thinking
PERSONAS
with
How to really innovate any
business problem or need?
You have a business need?
Business
But, consumers have needs too
Consumer
Design Thinking is framework to really
understand our customers
Design Thinking
Phase
Traditional Project
Management Phase
Business
need
Customers
need
Externalise
Evolve
Define your
business problem
(your need)
Discover
Crystallize
Analysis /
Ideation
Prototype
Implementation
Bridge
the
gap
via
insight
Explore - go out into the world
Iterating
Explore
To bridge these needs requires
a new way of thinking
Really understand the customer
by going out into their world…
(i.e. not “market research” but contextual / ethnographic research)
To build empathy with our customers
Empathy requires you recognize and
understand another’s point of view
Best way to do this is with a persona
An archetype
(i.e. model of a person, an ideal example)
BUT…
Personas are more then just demographic information
a persona needs to capture the persons behavior, belief and philosophy.
More importantly their motivation or intentions.
So, what do we need
to look for when we
create our personas?
We need to know
what they are…
Thinking
Doing
Thinking
Feeling
Doing
Thinking
in order to build...
Feeling
Doing
Thinking
Empathy
Feel
Do
Think
Insight
Empathy
Feel
Do
Think
Opportunities
Insight
Empathy
Feel
Do
Think
New business ideas
Opportunities
Insight
Empathy
Feel
Do
Think
Prototype
New business ideas
Opportunities
Insight
Empathy
Feel
Do
Think
Look,listen and
try it out
with our persona
Prototype
New business ideas
Opportunities
Insight
Empathy
Feel
Do
Think
Challenge
60
minutes
WHAT is Role Playing?
Role-playing is a method for stepping into
someone else's shoes, taking on a persona, and
acting like that person in a particular scene that
you've constructed with other characters. From
there, you are able to focus in on the person-to-
person interactions you're having as that character.
WHY use Role Playing?
Role-playing is a method for stepping into
someone else's shoes, taking on a persona, and
acting like that person in a particular scene that
you've constructed with other characters. From
there, you are able to focus in on the person-to-
person interactions you're having as that character.
LetsStart
1. IdentifyKey Measurements.
Told us your need from the persona. The main question to be answered.
2. IdentifyPersonas
Craft persona’s main bio. You may make a negative personas.
3. DevelopthePersonas
Defineuserneeds
Motivations, goalsandneeds, How toachievethem,challenges,how will know abouttheapp,
how willsubscribe,thingshe is searching for
4. Servedby
5. PersonaActivating
6. Reflection
Compare different personas, discuss patterns, resolve conflicts
Persona Template
Empathy Map
Empathy Map
Empathy Map

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Design thinking and Role Playing