Designing the ways we design everything

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Designing the wayswe design everything

Cannes Lions ReviewLisbon 2015



https://fishingforideas.wordpress.com/2012/03/15/summary-4th-day/



That was4 years ago



We were backfrom a Design Thinking- one year - course in Berlin



and we wanted to see if it worked



so we went



fishingfor ideasDocumentation Blogwww.fishingforideas.wordpress.com

Wholesale company drowningFishing Industry





TheirNeeds



GuerrillaMarketing?



Brand Activation?



A newCampaign?



Re-Branding?



Adwords?



It wasdeeper than that



They neededhelp



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



Here’s what we did for about 3 months



Listenedto people



Got to knowtheir environment



Workedwith them

Identified patterns of behaviour



Collecteda bunch of data



Made every piece of informationvisible



Memorizable



Went to the extremes



Mappedall theirservices





Framed the most useful information



...in differentways



Collected all the ideas since day one.Even the apparentlyinsignificant

Used every spacefor brainstorm



Pretended to be fishes



Opened the project to the world



Explored as many ideas as we could



Prototypedon post its





Prototypedteam interactions



Prototypedservices



Prototypedour own processof working



Validatedeverythingwith everyone



Definednew rolesof interactionfor everybodyin the company



Tested a newservice andgeneratednew incomesince week two





Implementednew processes

Implementednew processes



And made them more easy to adopt



Developedsome simples business tools

and...



this is what we’ve achived in the end



Optimized processesmanagement & communication






Identified new channelssales & distribution





Reduced 2/3 of debtnegotiation & business control tools


Identified new channelssales & distribution

and...



Steady growth in the last 4 years





From this we’ve learned




1. DT works




1. DT works2. it’s more about people than a process




1. DT works2. it’s more about people than a process Mindset

VS Methodology




1. DT works2. it’s more about people than a process3.

MindsetVS Methodology



and



andwe learned to be more open

so



sowe opened a fish shop





Social Mediawww.fb.com/peixariacentenariawww.instagram.com/peixariacentenaria



enough about fish



and let’s goback to Berlin



Two possible ways for DT

> Inspiration> Integration



99% does this and so do webtw, join us at 14h15

WorkshopFacilitation> Inspiration

>



> Integrationour drive and focus

hearing technologiesGmbH>

2-6 MonthsProjects



Why is that?because we want our clientsto experiment the same imersiveand transforming experiencewe had at Stanford Dschool HPI



andby doing thatre-arrange their mindsetand provoke innovation



Still listening?

Who’s Mimi?one of the most vibrant companies in the startup world scene



medicaland wearablesindustries

Working in the intersection of the



Bringing the hearing aid technology into our smartphones and allow anyone to hear better





DURING 4 MONTHSsaywhatproject.wordpress.com

Understanding user behaviour



Understanding user behaviour1. Why people take 5-8 yearsto 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?



an imersive approachtrying to feel what they feel

I can be a user!



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



Journey Map

mimi

ENTUSER

AUD



APP experienceprototypingguided self fitting



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




I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.




I’m livelyThe 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.







Move on upJust 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.






Move on upJust 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.

FlowI’m not contained and don’t have boundaries. It has to do with the way I think: I’m open to new ideas.



Suming up



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



Today we’re using himto break things apartand design the ways we design everything



processesbrandsservicesproducts businesses



In the Physicalor Digital Space



So why aren’t more companies workinglike this?



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



we do all of this not to be “different”



but because we want our results to be



www.with-company.com

Tiago [email protected]+351 917 806 223

Rui Quinta [email protected]+351 917 441 524

Designing the ways we design everything

Design

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