This document provides an overview of design thinking according to Creuna, a design consultancy. It defines design thinking as "a mindset and process for solving complex problems, ultimately to create value for people in a world where old truths are constantly challenged." The document discusses empathizing with users through ethnographic research, kickstarting prototyping through sketching to explore multiple solutions quickly, and testing prototypes with users. It emphasizes involving users throughout the process and failing early to iterate based on learning. The goal is to scale design thinking approaches for different projects and organizations.

1. Design Thinking
Creuna Briefing
Nikolaj Gandrup Borchorst, UX Lead
Pernille Grand, UX Consultant

2. © Creuna

3. Agenda
© Creuna
1. What is Design Thinking & Why are we Talking About it?
2. Kickstart Empathetic Insights
3. Kickstart Prototyping by Sketching
4. (And a Few Words About Kickstarting testing)
5. Summing Up

4. © Creuna
So WHAT IS..

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10. SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL

11. SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL
“I Know one thing:
That I know
nothing”

12. PRAGMATIST
PHILOSOPHY

13. WICKED PrOBLEMS

14. HUMAN CENTERED
DESIGN

15. DON NORMAN

16. Participatory design

17. ?

18. What is Design Thinking?
A Creunian Definition
© Creuna
“A mindset and process for solving complex problems,
ultimately to create value for people in a world where old
truths are constantly challenged”

21. SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL

24. © Creuna
Action
Reflection

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Analytical
INTUITIVE

33. Kickstart
empathetic
insights
How to and examples

34. © Creuna
Action
Reflection
Design
Design
the user(s)

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36. Ethnographically inspired
© Creuna

37. 5 misunderstandings that make me
look like this…
© Creuna

38. It’s just a matter of common sense
© Creuna
#1

39. Being an insider qualifies me as a
user
© Creuna
#2

40. Anything goes – no rules or
systematic method
© Creuna
#3

41. It’s basically just chatting and
reporting
© Creuna
#4

42. To find out what people do, just ask
them
© Creuna
#5

43. What, why, how, who, where, when?
© Creuna

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47. Habits and vocabulary insights
© Creuna

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Benchmarking

49. Hypotheses:
• People think of main ingredients and it’s often a kind of meat
• People adapt recipes for their own need
• People don’t think of ingredients as specific as such
• People group their ingredients automatically
• People want concrete results as early as possible
Empathize and define
© Creuna

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…jeg vil lave
aftensmad
Bacon
Champingnon
Æg
Kylligestykker
Spinat
Pasta
Fisk
Farsbrød
Blomkål
Squash

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• Habits and tacit knowledge
• Everyday, not staged
• Behind the scenes
• Documentation
Insights

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56. Kickstart
prototyping
BY Sketching!

57. The Problem With Photoshop &
Wireframes..
© Creuna
Good for documenting,
not for exploring
Focuses on single
approach, not multiple
options

58. Digital design tools like wireframes & Photoshop designs are great for
documenting, but not for exploring. They tend to focus on one solution
as opposed to exploring several possibilities. Plus, the tools get in the
way of the output.
The Problem With Photoshop &
Wireframes..
© Creuna

59. Hey Heidegger!
© Creuna

60. ..Let’s you quickly explore multiple solutions, without going into
unnecessary detail and having to spend time mastering a digital tool.
Remember to focus on the overall experience first and go into detail
later. Don’t use a pencil, use a pen. Don’t correct – redo. This is about
exploration as opposed to perfection.
Sketching
© Creuna

61. © Creuna
Sketching @ LEGO

62. Kickstarting
testing
A few words about

64. Users on the streets (voxpop)
Focus areas for ajustments
Quick and dirty
Take context into account
Design verification insights
© Creuna

65. © Creuna

66. Summing up

67. • What happens afterwards?
• Which role does your output have in the overall
project?
• Is the scope too big or too small?
• Is the team included and engaged?
• Is the timing right?
Considerations for success?
© Creuna

68. Creuna’s Design Thinking Dogma
© Creuna
1. Always involve real users (before, during, after)!
2. Always prototype different solutions!
3. Always test!
THIS IS SCALABLE
Fail Early. ACT. REFLECT.
Did we get it exactly right?.
Oh.. And this also scales

69. © Creuna

70. aarhus oslo copenhagen gothenburg stockholm helsinki oulu
creuna.dk @creuna_dk #creuna
THANKS
Pernille Grand, UX Consultant
Nikolaj Gandrup Borchorst, UX Lead