Design Thinking

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DESIGN THINKING [ T U R K E Y]

@dt_turkey

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Design Thinking Turkey

MAKINGTHINGS PEOPLE WANT

MAKINGPEOPLE WANT THINGSMARKETING & ADVERTISING DESIGN

SERVICE & PRODUCT DESIGN

FROM TO

DESIGN THINKING TURKEY facebook.com/[email protected]

DESIGN IS TO DESIGN THE DESIGN OF A DESIGNNOUN

A GENERAL CONCEPT OR POLICY

VERB

A GENERAL CONCEPT OR POLICY

NOUN

A PLAN OR INTENTION

NOUN

A FINISHED OUTCOME (SYSTEM, SERVICE OR PRODUCT)


We don’t think of the Kindle Fire as a tablet. We think of it as a service.

Jeffrey Bezos | AMAZON


GRAPHIC DESIGN


UI DESIGN


UX DESIGN


SERVICE DESIGN


SYSTEM DESIGN


Always design a thing by considering it in its next larger context a chair in a room, a room in a house, a house in an environment, an environment in a city plan.

Eliel Saarinen | Finnish Architect


The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, e-commerce, advertising, search, social applications, location based services, unified communications and many other things. Our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem

Stephen Elop | NOKIA


1

KNOWN KNOWNSYou know how to

solve them

2

KNOWN UNKNOWNSYou know ways to find out how to solve them

3

BIG UNKNOWNSYou don’t know

how to solve them because you don’t

know the root cause

THERE ARE 3 TYPES OF PROBLEMS


INNOVATIVE

PROBLEM SOLVING

DESIGN THINKING=


ORGANISATIONS PURCHASING DESIGN CAPABILITIES

METHOD FJORD GREAT FRIDAYS

MIKE&MAAIKE ADAPTIVE PATH LUNAR

GLOBAL LOGIC ACCENTURE EPAM

GOOGLE CAPITAL ONE MC KINSEY

2011

2012 2014 2015

2013 2014


DISCOVER SYNTHESIZE GENERATE REFINEINITIAL INSIGHT

REFRAMED OPPORTUNITY

NEW SOLUTION

EVELUATE & ITERATE

PROBLEM DEFINITION SOLUTION SUGGESTION


An approach to solving problems by understanding

people’s needs and synthesising insights to solve those needs.

DESIGN THINKING DEFINITION


DESIGN THINKING PROCESS

TECHNOLOGYDEVELOP

PEOPLEUNDERSTAND

CONCEPTCREATE

EMPATHYDEFINE

BUSINESSDEFINE


TECHNOLOGYDEVELOP

CONCEPTCREATE

PEOPLEUNDERSTAND

BUSINESSDEFINE

TRADITIONAL PROCESS


WHAT IS NOT THE DESIGN THINKING

We have this problem, let's jump in and get in a

room and brainstorm solutions

X

We have this technology, what can we use it for?

X

Our competitors just launched X; how can

we do X quickly?

X


WHAT IS THE DESIGN THINKING

Design thinking can be described as a discipline that

uses the designer’s sensibility and methods to match

people’s needs with what is technologically feasible and what a viable business strategy can convert into

customer value and market opportunity.

Tim Brown |


DESIGN THINKING PROCESS

TECHNOLOGYDEVELOP

CONCEPTCREATE

EMPATHYDEFINE

BUSINESSDEFINE

TESTRELASE

PEOPLEUNDERSTAND


UNDERSTAND

PEOPLEDESIGN THINKING TURKEY facebook.com/[email protected]

UNDERSTAND

Understand the experience, situation and emotion of the

person who you are working for


HOW CAN I UNDERSTAND

OBSERVEObserve users and

their behaviour in the context of their lives.

TALKEngage with people in conversations and interviews. Ask why

EXERCISEAsk someone to

complete a task and tell you what they are doing


WHAT IS THE UNDERSTAND

“Our real goal, then, is not so much fulfilling manifest

needs by creating a speedier printer or a more

ergonomic keyboard; that’s the job of designers. It is

helping people to articulate the latent needs they

may not even know they have, and this is the

challenge of design thinkers.”

Tim Brown | IDEO


DEFINE

EMPHATYDESIGN THINKING TURKEY facebook.com/[email protected]

DEFINE

Clearly define a problem in specific terms what the

challenge is and why it needs to be addressed


HOW CAN I DEFINE

DEFINE PEOPLEPersonas is to create reliable and realistic representations

of your key audience segments for reference.

DEFINE JOURNEYJourney map is a visual or graphic interpretation of the overall story from an individual’s perspective

of their relationship with an organization, service, product or

brand, over time and across channels.

DEFINE SERVICEService blueprint provides

guidance on how a service will be provided, specifying the physical

evidence, staff actions, and support systems / infrastructure

needed to deliver the service across its different channels.


CREATE

CONCEPTDESIGN THINKING TURKEY facebook.com/[email protected]

CREATE

Explore a wide variety of possible solutions through generating a

large quantity of diverse possible solutions, allowing you to step

beyond the obvious and explore a range of ideas


HOW CAN I CREATE

BRAINSTORMDesign thinking embraces multi-disciplinary teams, which could bring together different point of

views. During this stage we should not reject ideas because they seem

too simple or too basic.

PROTOTYPEPrototyping is all about

visualizing our solutions. There are different techniques for that

such as ‘sketching’, ‘rapid prototyping’ It should be simple, fast and least-expensive fashion.

PRODUCECreation final concept of

problem solving that includes design outcomes with rules

also short& long term strategies with to be vision


DEVELOP

TECHNOLOGY


DEVELOP

Transform to created concept into a physical form or

tangible evidence


RELEASE

TEST


DEVELOP

Ask for feedback on your product or service. Learn

about your user, reframe your view and refine your concept


THANK YOU


Design Thinking

Design

Transcript of Design Thinking