The document discusses how design thinking focuses on solving problems from the user's perspective through empathy, insights, and validation. It contrasts this with traditional business thinking that often starts by focusing on solutions. Design thinking involves discovering the real problem through qualitative research, defining user needs and personas, developing ideas, and delivering prototypes to test with users. This process aims to close the gap between strategy and implementation by ensuring the problems being solved are the right ones for users.

1. Hi!
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2. You know the feeling?
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3. Nobody gives a f#ck
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4. No happy user
No happy client
No business
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5. Success today
=
Build stuff that people do care
about
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6. Success today
=
Build stuff that people do care
about
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7. Why does nobody care?
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11. In both cases, we start.
We focus on a solution.
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14. Ideation SolutionsStart End
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15. Ideation SolutionsStart End
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People?

16. From Business Thinking
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17. From Business Thinking
to Design Thinking
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18. Ideation SolutionsStart End
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19. Ideation SolutionsStart End
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Empathy Insights

20. Ideation SolutionsStart End
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Empathy Insights
Problem Solution

21. Ideation SolutionsStart End
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Empathy Insights
Problem Solution
Discover Define Develop Deliver

22. Ideation SolutionsStart End
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Empathy Insights
Problem Solution
Discover Define Develop Deliver
Problem
Statement

23. bartvermijlen.com
Discover
Empathy
Qualitative research
Ethnography

25. bartvermijlen.com
Define
Persona’s & Journeys
Needs & Insights
Problem Statement

27. bartvermijlen.com
Develop
Ideation

29. bartvermijlen.com
Deliver
Prototyping
Testing
…

31. What happens when you bring
Design Thinking to the party?
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32. You focus on the problem first.
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33. _ Validated learning
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34. _ Validated learning
_ Empathy
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35. _ Validated learning
_ Empathy
_ User buy-in
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36. You close the gap between
Strategy and Implementation.
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38. From focus on solutions
towards
focus on solving the right problems.
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39. A briefing tomorrow?
_ Where is the user?
_ Where is the empathy?
_ Is this problem the right problem?
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40. Why
How
What

41. Questions?
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42. Thank you!
bart@bartvermijlen.com
www.bartvermijlen.com
Image credits:
https://www.flickr.com/photos/bionicteaching/14444723397/
https://www.flickr.com/photos/27129462@N04/4138328203/
https://www.flickr.com/photos/katgrigg/13586335055/