Learn the fundamentals of Design Thinking.

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Design Thinking
Put it simply
August 2016
By: Adela Villanueva

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About me:
Ex- MarComm / Advertising Strategic Director
specialized in Digital and New Technologies, willing
to explore a much broader and bigger world of
innovations, pivoting to Innovation Consultant.
Going beyond Communications into New Business
Ideas and Products that address core human
needs.
A_d_e_l_a
Adela VILLANUEVA
In December 2015, I attended a course launched
by Stanford University and d.school for
professionals called ‘Design Thinking and the Art of
Innovation’. The focus of the course was to show
professionals how to use Design thinking to spark
innovation within their organizations. In this
presentation would like to share with you the
fundamentals of design thinking.
Enjoy!
Website: http://www.adelavillanueva.com

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*Design Thinking: Notion of using the discipline
of what designers have been doing.

4. 441969 -‘a way of thinking’ 1980s-‘a method for creative action’

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What is Design Thinking

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A User-driven Strategy

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A dynamic approach to problem solving [and finding]
for a new value creation

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A mindset

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Used by:
Consultants
Designers
Business & Corporations/ Intrapreneurs
Start-ups & Entrepreneurs
Accelerators
Educators,
Etc…

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To:
Approach a problem
Find / generate a [innovative] solution
Discover innovative business models & concepts
Understand the audience
Improve the user experience
Disrupt an industry
Create innovative designs
Create new products
Validate a product/ idea in the market
Bring new offers to the market …

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When to use Design Thinking

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Big Scale Projects

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Challenge

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When we don’t know what it is going on…

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Not engineering driven

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When we have time

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… and some money.

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Why it is important

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Ultimate user clarity

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Find new meanings
and new usages

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Discover ideas & solutions that can speak
to the user’s future motivations and impulses

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Understand why a customer will buy
[ or will change their behavior]

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Reduce risk with rapid prototyping

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How we do Design Thinking

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Multidisciplinary teams

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Disruptive and modular space

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And with a beginner’s mindset !
Don’t judge
Question everything
Be truly curious
Find patterns
Listen. Really

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Understand Explore Materialize

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“To create meaningful innovations you need
to know your users and care about their lives”

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HUMANS NO CUSTOMERS
Humans no Customers

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Empathy insights help
to frame the real opportunity

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Observe > Engage > Watch > Listen

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With a fresh set of eyes

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doug

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adventure series: cozy camp!

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Capture the information, and then, define.
>>

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“Framing the right problem is the only way of creating the right solution”

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Narrowly focused problem statement

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REALIZE
NEW INSIGHTS

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Based on your new understanding
of people.

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tensions,
contradictions,
surprises!
say
do
think
feel

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Uncover opportunities:
Discover connections and patterns.

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Your POV

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OBSERVATION INFER INSIGHT
Notice
something
I wonder if this means… Actionable learning about
people

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“I rarely wash my
jeans, I want them to
look great longer” They are
on the back of the chair.
I wonder if this means… Millennials care
about their
clothes, and
that means not
cleaning them
?
OBSERVATION INFER INSIGHT

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We met . . .
(user you are inspired by)
We were surprised to notice . . .
(tension, contradiction or surprise)
We wonder if this means . . .
(what did you infer?)
It would be game changing to . . .
(frame up an inspired challenge for yourself.)
(Don’t dictate the solution.)

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Determine the specific challenges to take on,
then, generate solutions

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“It’s not about coming up with the ‘right’ idea but
about generating the broadest range of possibilities”

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Brainstorming

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brainstorm: why?
more bang for your buck
mix diverse perspectives
transfer ideas
be intentional about a time when you are not evaluating

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Turn off the critical part of your brain

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YES
and…
YES!
YES
YES
YES
YES
YES
YES
YESYES
YES

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Create fluency [ volume] and flexibility [ variety]

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Step beyond ‘obvious’ solutions
CREATIVE
FIXATION!

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And wild/out of the box ideas!

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Uncover unexpected areas of exploration

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GENERATION EVALUATION
Imagination
& creativity
Judgment &
examination

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Ideate|select|extract

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VOTING TIME!
“most likely to succeed”
“most breakthrough if”
“most likely to delight”
>>

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“Build to think and test to learn”

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Fully explore all of those concepts you want to evaluate.

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If a picture is worth a thousand words, a
prototype is worth a thousand pictures.

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Get your hands dirty!

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Low resolution prototype

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Low resolution prototyping:
allows to pursue many different ideas
allows you to explore the problem
creates dialog on the team
creates dialog with the user
brings unexpected results

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Fail early and often

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Test into the hands of the users
>>

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“Testing is an opportunity to learn about
your solution and your user”

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Set context |Let them experience |Watch and ask

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Testing scenario

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“play”

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Focus on the iteration with the user
without reducing the testing to ‘likeability’

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Don’t spend too long on one prototype!

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Prototype as if you know you’re right.
Test as if you know you’re wrong.

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…and sometimes this means going back
to the drawing board

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Iterate to validate

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DOES YOUR
SOLUTION
NAIL IT?

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Understand Explore Materialize
IMPLEMENT
In the ‘implementation phase’ you
can use other methodologies (to
reduce waste) as lean startup

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Thank you!
For Design Thinking coaching & workshops
or to know more about how to implement Innovation within your
organization please send me a message to:
http://www.adelavillanueva.com/contact