Whatis

Design Thinking?

Design Thinking is a taylor made process that combinesempathy, creativity and

rationality to meet user needsand drive business success.

“The Design Thinking is an approach to innovationcentered on the individual using the proper tools of the designer to integrate the needs of people

with technology opportunities and the requirements necessary for a successful business.”

Tim Brown

CEO of IDEO

https://www.youtube.com/watch?v=Ee4CKIPkIik&feature=youtu.be

Change your point of view and begin to seethe world from another side!

https://www.youtube.com/watch?v=ubNF9QNEQLA&t=2s

1. DISCOVER

Step 1.1: Understand the challenge presented during the brief

➔Analyze the Design Challenge.

➔Identify customer values.

➔Define your utilities.

➔Share your skills.

➔Strengthen the relationship with your team.

Step 1.1: Understand the challenge presented during the brief

➔Analyze the Design Challenge.

➔Identify customer values.

➔Define your utilities.

➔Share your skills.

➔Strengthen the relationship with your team.

Step 1.1: Understand the challenge presented during the brief

➔Analyze the Design Challenge.

➔Identify customer values.

➔Define your utilities.

➔Share your skills.

➔Strengthen the relationship with your team.

Step 1.1: Understand the challenge presented during the brief

➔Analyze the Design Challenge.

➔Identify customer values.

➔Define your utilities.

➔Share your skills.

➔Strengthen the relationship with your team.

Step 1.1: Understand the challenge presented during the brief

➔Analyze the Design Challenge.

➔Identify customer values.

➔Define your utilities.

➔Share your skills.

➔Strengthen the relationship with your team.

Step 1.2: Plan the research

➔Organize the research group

➔Historical research

➔Technological research

➔Market research

➔Identify the aims of the questionnaire

➔Organize the field work

Step 1.2: Plan the research

➔Organize the research group

➔Historical research

➔Technological research

➔Market research

➔Identify the aims of the questionnaire

➔Organize the field work

Step 1.2: Plan the research

➔Organize the research group

➔Historical research

➔Technological research

➔Market research

➔Identify the aims of the questionnaire

➔Organize the field work

Step 1.2: Plan the research

➔Organize the research group

➔Historical research

➔Technological research

➔Market research

➔Identify the aims of the questionnaire

➔Organize the field work

Step 1.2: Plan the research

➔Organize the research group

➔Historical research

➔Technological research

➔Market research

➔Identify the aims of the questionnaire

➔Organize the field work

Step 1.2: Plan the research

➔Organize the research group

➔Historical research

➔Technological research

➔Market research

➔Identify the aims of the questionnaire

➔Organize the field work

Step 1.3: Search your inspiration

➔Inspire to similiar context of the design challenge.

➔Decontextualize the researched technologies.

➔Reach out to the experts in the field.

Step 1.3: Search your inspiration

➔Inspire to similiar context of the design challenge.

➔Decontextualize the researched technologies.

➔Reach out to the experts in the field.

Step 1.3: Search your inspiration

➔Inspire to similiar context of the design challenge.

➔Decontextualize the researched technologies.

➔Reach out to the experts in the field.

2. ANALYSIS

Step 2.1: Analysis and association

➔Catalogue the material collected.

➔Interview and take note of the needs of the users.

➔Create personas.

➔Associate what you learned.

➔Share the material with the team.

Step 2.1: Analysis and association

➔Catalogue the material collected.

➔Interview and take notes of the needs of the users.

➔Create personas.

➔Associate what you learned.

➔Share the material with the team.

Step 2.1: Analysis and association

➔Catalogue the material collected.

➔Interview and take note of the needs of the users.

➔Create personas.

➔Associate what you learned.

➔Share the material with the team.

Step 2.1: Analysis and association

➔Catalogue the material collected.

➔Interview and take note of the needs of the users.

➔Create personas.

➔Associate what you learned.

➔Share the material with the team.

Step 2.1: Analysis and association

➔Catalogue the material collected.

➔Interview and take note of the needs of the users.

➔Create personas.

➔Associate what you learned.

➔Share the material with the team.

Example:

Man,

born in 1961,

married,

two children

Example:

Man,

born in 1961,

married,

two children

ISTHIS

A TARGET?

Different lifestyles,

Different needs!

3. IDEATION

Step 3.1: Frame the opportunities

➔Search a location for the brainstorming.

➔Moderate in turn the brainstorming.

➔Organize a brainstorming with guests.

➔Select the most promising ideas.

➔Match ideas with personas.

➔Draw what you have in mind.

Step 3.1: Frame the opportunities

➔Search a location for the brainstorming.

➔Moderate in turn the brainstorming.

➔Organize a brainstorming with guests.

➔Select the most promising ideas.

➔Match ideas with personas.

➔Draw what you have in mind.

Step 3.1: Frame the opportunities

➔Search a location for the brainstorming.

➔Moderate in turn the brainstorming.

➔Organize a brainstorming with guests.

➔Select the most promising ideas.

➔Match ideas with personas.

➔Draw what you have in mind.

Step 3.1: Frame the opportunities

➔Search a location for the brainstorming.

➔Moderate in turn the brainstorming.

➔Organize a brainstorming with guests.

➔Select the most promising ideas.

➔Match ideas with personas.

➔Draw what you have in mind.

Step 3.1: Frame the opportunities

➔Search a location for the brainstorming.

➔Moderate in turn the brainstorming.

➔Organize a brainstorming with guests.

➔Select the most promising ideas.

➔Match ideas with personas.

➔Draw what you have in mind.

Step 3.1: Frame the opportunities

➔Search a location for the brainstorming.

➔Moderate in turn the brainstorming.

➔Organize a brainstorming with guests.

➔Select the most promising ideas.

➔Match ideas with personas.

➔Draw what you have in mind.

Step 3.2: refine your idea

➔Gather your intuitions.

➔Chek if your intuition is feasible or not.

➔Support your idea with all the descriptive material.

Step 3.2: refine your idea

➔Gather your intuitions.

➔Chek if your intuition is feasible or not.

➔Support your idea with all the descriptive material.

Step 3.2: refine your idea

➔Gather your intuitions.

➔Chek if your intuition is feasible or not.

➔Support your idea with all the descriptive material.

4. PROTOTYPING

Step 4.1: Make the prototype

➔Use everyday materials.

➔Make a prototype to explain your idea.

Step 4.1: Make the prototype

➔Use everyday materials.

➔Make a prototype to explain your idea.

5. FEEDBACK

&EVOLUTION

Step 5-1: Make your work communicative

➔Prepare the material to tell the creative way you pursued.

➔Tell briefly the most meaningful discoveries.

➔Imagine future developments of your idea.

Step 5-1: Make your work communicative

➔Prepare the material to tell the creative way you pursued.

➔Tell briefly the most meaningful discoveries.

➔Imagine future developments of your idea.

Step 5-1: Make your work communicative

➔Prepare the material to tell the creative way you pursued.

➔Tell briefly the most meaningful discoveries.

➔Imagine future developments of your idea.

depth of related skills and expertise in a single field

depth of related skills and expertise in a single field

ability to collaborate across disciplines with experts in other areas and to apply knowledge in areas of expertise other than one's own

Task of the week:

Research cards:

•History•Company characteristics•Tecnologies used for the production•Competitors•Products•Distribution channels• ...

Timelines:

•History

• Industrial sector

•Products

•Technologies

• ...

Identify the aims of the questionnaire:

•During the research, take notes of all the doubtsand the intuitions that come to your head

•At a later stage they will be part of yourquestionnaire.

REMINDER:

Don’t design for brands,

Design for people interacting with brands.

Good work!