What Design Thinking did for us and how are we using it today to help us constantly redefine the way we work.

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Designing the ways
we design everything
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https://fishingforideas.wordpress.com/2012/03/15/summary-4th-day/

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That was
4 years ago

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We were back
from a Design Thinking
- one year - course
in Berlin

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and we wanted
to see if it worked

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so we went

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fishing
for ideas
Documentation Blog
www.fishingforideas.wordpress.com

8. Wholesale
company drowning
Fishing Industry
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Their
Needs

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Guerrilla
Marketing?

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Brand
Activation?

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A new
Campaign?

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Re-Branding?

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Adwords?

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It was
deeper than
that

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They needed
help

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People who could
listen and care about
all of the aspects
of their business

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Here’s what
we did for about
3 months

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Listened
to people

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Got to know
their environment

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Worked
with them

22. Identified patterns
of behaviour
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23. Collected
a bunch of data
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24. Made every piece
of information
visible
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25. Memorizable
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26. Went
to the
extremes
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27. Mapped
all their
services
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Framed
the most useful
information

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...in different
ways

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Collected all the ideas
since day one.
Even the apparently
insignificant

31. Used every space
for brainstorm
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32. Pretended
to be fishes
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33. Opened
the project
to the world
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34. Explored
as many ideas
as we could
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35. Prototyped
on post its
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Prototyped
team interactions
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37. Prototyped
services
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38. Prototyped
our own process
of working
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39. Validated
everything
with everyone
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40. Defined
new roles
of interaction
for everybody
in the company
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41. Tested a new
service and
generated
new income
since week two
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Implemented
new processes

43. Implemented
new processes
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And made them more
easy to adopt

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Developed
some simples
business tools

45. and...
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46. this is what we’ve
achived in the end
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47. Optimized processes
management & communication
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Optimized processes
management & communication
Identified new channels
sales & distribution

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Reduced 2/3 of debt
negotiation & business control tools
Optimized processes
management & communication
Identified new channels
sales & distribution

50. and...
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51. Steady growth
in the last 4 years
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From this we’ve learned

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From this we’ve learned
1. DT works

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From this we’ve learned
1. DT works
2. it’s more about people
than a process

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From this we’ve learned
1. DT works
2. it’s more about people
than a process Mindset
VS Methodology

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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology

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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology

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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology

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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology

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and

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and
we learned
to be more open

62. so
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63. so
we opened
a fish shop
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Social Media
www.fb.com/peixariacentenaria
www.instagram.com/peixariacentenaria

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enough
about fish

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and let’s go
back to Berlin

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Two possible ways for DT
> Inspiration
> Integration

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99% does this and so do we
btw, join us at 14h15
Workshop
Facilitation> Inspiration
>

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> Integration
our drive and focus
hearing
technologies
GmbH
>
2-6 Months
Projects

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Why is that?
because we want our clients
to experiment the same imersive
and transforming experience
we had at Stanford Dschool HPI

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and
by doing that
re-arrange their mindset
and provoke innovation

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Still listening?

73. Who’s Mimi?
one of the most vibrant companies
in the startup world scene
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74. medical
and wearables
industries
Working in the
intersection of the
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75. Bringing the hearing aid
technology into our
smartphones and allow
anyone to hear better
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DURING 4 MONTHS
saywhatproject.wordpress.com
Understanding user behaviour

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Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?

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Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?

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an imersive approach
trying to feel what they feel
I can be a user!

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becoming experts
by looking and reaching to:
- end users
- industry professionals
- friends & relatives
- other industries and trends

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Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?

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Journey Map
mimi
ENT
USER
AUD

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Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?

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APP experience
prototyping
guided self fitting

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Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?

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I’m a good
listener
Yeah, these things
right here are ears.

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I’m a good
listener
Yeah, these things
right here are ears.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.

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I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.

109. www.with-company.com
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I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.

110. www.with-company.com
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I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.

111. www.with-company.com
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Cannes Lions Review
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I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
Move
on up
Just like in the Curtis Mayfield
hit, I always go forward.
That continuous movement
towards the future reflects
the intention to push people
to hear better.

112. www.with-company.com
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I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
Move
on up
Just like in the Curtis Mayfield
hit, I always go forward.
That continuous movement
towards the future reflects
the intention to push people
to hear better.
Flow
I’m not contained and don’t
have boundaries.
It has to do with the way
I think: I’m open
to new ideas.

113. www.with-company.com
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I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
Move
on up
Just like in the Curtis Mayfield
hit, I always go forward.
That continuous movement
towards the future reflects
the intention to push people
to hear better.
Flow
I’m not contained and don’t
have boundaries.
It has to do with the way
I think: I’m open
to new ideas.

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Suming up

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More important than
what Design Thinking
is, for us, it was
what it allowed us
to - want to - be

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Today we’re using him
to break things apart
and design the ways
we design everything

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processes
brands
services
products
businesses

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In the Physical
or Digital Space

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So why aren’t more
companies working
like this?

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because it’s not easy,
it takes time to
- Listen
- Think
- Explore
- Create
- Fail
- Do it again when necessary

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we do all of this
not to be “different”

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but because we want
our results to be

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www.with-company.com
Tiago Nunes
tiago@with-company.com
+351 917 806 223
Rui Quinta
rui@with-company.com
+351 917 441 524