Presentation of the Design Thinking process during the cross-border Doctorials 2013 organized by UPV-EHU and UPPA.

1. Design
Thinking
JAVIER MENDIBIL
Arantzazu, 16th of October 2013

2. 1.1.- Design Thinking
It’s a problem-solving methodology applicable to any field of
innovation that requires a creative approach. It is based on these
principles:
1.
EMPATHY: A deep observation of the
needs of users, including emotions
2.
IMAGINATION: "optimistic" search of
solutions.
3.
EXPERIMENTATION: Visualization of
solutions through collaborative
prototyping
4.
ITERATIVE LEARNING: the
continuous iteration of the process of
observing-create-prototype-validate
to learn from each step, until you find
the best solution.

3. 1.1.- Design Thinking
Today
everything is
design…
Design of strategies
Design of services
Design of products
Design of experiences
Diseño de businesses
iseño de Estrategia
Diseño de Servicio
Diseño d

4. Methodology
1.1.- UNDERSTAND
2.2.- OBSERVE EMPATHY
Definition of the problem
Observe the
users
Conclusions
3.3.- SYNTHESIS
4.4.- IDEATE
Generation of
ideas
12 IDEAS
5.5.- PROTOTYPE
6.6.- TEST
Drafts, sketching, models,
storyboard, represent,etc.
Test and
implement
corrections

5. OBSERVE & EMPATHY
Design thinking is a human-centered approach that integrates the needs of people,
the possibilities of technology, and the requirements for business success

6. OBSERVE & EMPATHY
empathy
Observe and listen to the
user. Live users’
experiences.
Empathy: A deep observation of the
needs of users, including emotions
Don’t focus on the
product/service, focus on the
user needs.

7. IMAGINATION
Imagination:
"optimistic"
search of
solutions
Desirable vs.
possible
Postponing restrictions

8. EXPERIMENTATION
When we were kids, we all were designers
EXPERIMENT: Visualization of solutions
through collaborative prototyping

9. PROTOTYPE
Experiment, visualize and build prototypes
The prototype is the main
validation tool
1. UNDERSTAND BETTER
THE PROBLEM
2. LEARN BY DOING
3. SHOW, NOT JUST TELL
4. VISUALIZE IDEAS

10. ITERATIVE LEARNING
ITERATIVE LEARNING: the continuous iteration of the
process of observing-create-prototype-validate to learn
from each step, until you find the best solution.

11. UNDERSTAND (15’)
1. Define the group of people you are addressing. Who is the
“user”? Who will benefit from the solution?
2. Deepper understanding of the context of the
problem/challenge.

12. EMPATHY MAP (20’)

13. ITERATIVE LEARNING

14. INSIGHTS (10’)
Conclusions from
the process of
understanding the
user and specific
problems you want
to solve.
(1 – 3 specific
needs/motivations)
Foto: dixquatre on Flicrk

15. QUESTIONS (20’)
Choose one or two insights and ask:
How could we improve or solve….?
Find the right questions NOT THE ANSWERS

16. IDEATION (25’)
Generate ideas
Getty images
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17. IDEATION (25’)
Generate SOLUTIONS
1. Generate as many ideas as possible to serve
these identified needs.
2. Use one POST-IT for each Idea
3. Do not judge or debate ideas.
4. During brainstorming, have one conversation
at a time.
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18. SELECT (15’)
Make groups of similar ideas and
Vote the ones that you like to work with
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19. PROTOTYPING (1h45’)
Time to
finish
12:45
1. Combine, expand, and refine ideas. BUILD to THINK and LEARN
2. Create and present actual working prototype. BUILD to
COMMUNICATE
3. Seek feedback from a diverse group of people
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20. PROTOTYPE
THE CHALLENGE:
The improvement of the sustainability of EOI UNIVERSITY staff and students
THE SOLUTION:
The EOI ecoGreen bus. The latest-fashion fully-equipped bus with charges, WiFi, coffee &
tea, fast & cheap, comfortable, fun and clean!
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21. PROTOTYPE
THE CHALLENGE:
The improvement of the sustainability of EOI staff and students
THE SOLUTION:
The EOI ecoGreen bus. The latest-fashion fully-equipped bus with charges, WiFi, coffee &
tea, fast & cheap, comfortable, fun and clean!
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22. e-service solution that could improve mobility in the Ann Arbor region.
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23. TALLER 2 - Quito
27.11.2012
Prototipando Proyectos
de Puesta en Valor del
Patrimonio Cultural
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24. 24

25. 25

26. 4-D BRANDING Thomas Gad
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27. BRAND
PROTOTYPING THE BRAND
- Create an slogan and a logo (style) that you will
communicate
- Make them also visible on the table
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