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Design Thinking

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by

Juan Giraldo

on 8 October 2014

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Transcript of Design Thinking

Design Thinking
"we cannot solve our problems with
the same thinking we used when we
created them" - Albert Einstein

Design Thinking
People's needs + Technology + Strategy
= Customer value & market opportunity
thinking like a designer
Transforms the way you develop products

Use of Innovation

Understanding people’s wants and needs
thomas edison
Lightbulb before the electric system

Experimental investigation
Apple
“Apple should be the kind of company
where anyone can come in and share an
idea with the CEO”



Work in parallel

Small teams

Organic development process
THE DESIGN PROCESS
inspiration
ideation
implementation

- Define the real problem, the OPPORTUNITY
brainstorm
sketches
scenarios
creative frameworks
customer centered
develop stories
keep the idea alive
Ideate
Prototype
Test
Tim Brown

1. Inspiration
2. Ideation
3. Implementation
Jeremy Gutsche

1. Define
2. Imagine
3. Synthesize
4. Prototype
5. Test
Rolf Faste

1. Define
2. Research
3. Ideation
4. Prototype
5. Choose
6. Implement
7. Learn
AIrbnb
Founded in 2008 by two designers
Innovation strategy
Design thinking and airbnb
Insipiration
Ideation
Implementation
Designer conference in SF
Hotels fully booked
Opportunity
Rent air mattress
Online Marketplace
Who are Design Thinkers?
Empathy

Integrative thinking

Optimism
Experimentalism

Collaboration
Emotions and desires
Design appeals on our emotions and desires

Importance of affection will grow more in the future
Airport pick-up
Neighbourhood tours
T-shirt souvenirs
Change for the homeless
“To create meaningful innovations, you need to know your users and care about their lives.”
“Framing the right problem is the only way to create the right solution.”
- The world is full of problems waiting for a solution
- Learn from people, focus on their needs
“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”
“Build to think and test to learn.”
"Testing is a solution to learn about
your solution and your users."
Tested during the conference
positive feedback
Roll-out nation wide
Problem: Small revenue and no growth
Design thinking process to improve
InSpiration
Empathize: Browse NYC locations as a customer would
Common issue: Bad pictures
Important for the customer to know what he is getting for his money
Ideation and implementation
Take professional pictures for the host
Test on NYC hosts
Revenue doubled in one week
Roll-out the product nation-wide
Full transcript