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How to develop your design thinking?�Karolina Ciak-Wasielewska (Poland)

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Agenda

Few words about me
Design Thinking
Examples of Companies who used Designed Thinking
How to get out of the box?

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�10 years of professional experience:�Branding �Communication�Marketing and PR�Employer Branding�Project management��

Who am I

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4

Lecturer

Multicultural communication;

Design Thinking;

Branding & EB;

Social Media;

Marketing & PR;

Corporate Communication.

Journalist

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Design thinking – it is all about human perspective

#Phase 1: Empathize - Research Your Users’ Needs

#Phase 2: Define - Understand Their Needs and Problems

#Phase 3: Ideate - Challenge Assumptions and Create New Ideas

#Phase 4: Prototype - Create Solutions

#Phase 5: Test - Test Your Solutions

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Phases Design Thinking

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Changing Experiences through Empathy

Doug Dietz created the „Pirate Adventure” Scanner in the Hospital in Pittsburgh.

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Airbnb

Design is fundamentally about making decisions through the lens of what will be useful and engaging to people.

Alex Schleifer

Chief Design Officer, Airbnb

What you can learn from Airbnb

Put the human experience at the center
Never stop experimenting and iterating
Take measured, productive risks

What you can learn from Airbnb

Put the human experience at the center: product teams at Airbnb know that their work is about building a software-enabled trust system, so people can safely share their homes, their passions, and their time with travelers. Trust is what brings together what is desirable from a human point of view, with what is technologically feasible and economically viable. Alex Schleifer, Chief Design Officer at Airbnb, shared that their teams always ground themselves in real human behaviors and needs through research, whether they’re dealing with machine learning or a new emerging interface.
Never stop experimenting and iterating: while Airbnb is data-driven, they don’t let data push them around. Instead of developing reactively to metrics, the team works proactively, often starting with a creative hypothesis, implementing a change, reviewing how it impacts the business, and then repeating that process.
Take measured, productive risks: individual team members at Airbnb make small bets on new features, and then measure if there’s a meaningful return on the bet. If there’s a payoff, they send more resources in that direction. If not, there’s a lot to learn from failure.

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Uber Eats

To understand all our different markets and how our products fit into the physical conditions of each city, we constantly immerse ourselves in the places where our customers live, work, and eat.

Paul Clayton Smith

former Senior Design Manager, UberEats

What you can learn from Uber Eats

Empathize with the user experience
Observe the design in use
Iterate quickly and innovate constantly

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Apple

Our products are all about the people who use them. What drives us is making products that give people the ability to do things they couldn't do before.

Tim Cook

CEO, Apple

What you can learn from Apple

Integrating customer experience into the product
Constant iteration of the product

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3 key takeaways to implement design thinking into your workflow

1. Focus on customer problems first

2. Generate and iterate on ideas

3. Use feedback to focus and refine ideas

3 key takeaways to implement design thinking into your workflow

There’s a lot more that can be said about design thinking, but it’s actually a very straightforward concept. Implementing this methodology into your workflow becomes easier when you follow these core tenets:

1. Focus on customer problems first

It can be tempting to focus on creating a flashy, high-tech product. Instead, focus on what your users are asking for. Run user interviews and use Hotjar Surveys and Feedback widgets to send out a mix of full-scale surveys and quick questions on the fly. Watch Recordings to see what your users see and identify their pain points.

Whether it’s a new app, a community service, or a physical product, the best thing you can do to innovate successfully is keep your user in mind at every step in the design process.

2. Generate and iterate on ideas

When you understand the problem, the ideas will follow, and the way to a solution is more straightforward. It’s your job to refine these ideas through rapid prototypes and iterations that can lead to breakthrough outcomes.

As you interact closely with your customers and start to have great ideas for products, don’t be afraid to put together a round of product experimentation to prove the value. Run usability, A/B, and split testing with dedicated focus groups of target users. Use surveys and carefully-placed widgets to gather opinions on design elements and the overall product experience (PX).

Remember that design thinking is not a formal step-by-step process, but a framework and mindset. It’s focused on a bias towards action, a human-centered viewpoint, and continual experimentation. The core idea is that by deeply understanding customer needs, opportunities for innovation will emerge.

3. Use feedback to focus and refine ideas

Listening to and working with customers can help you move quickly from ideas to useful solutions.

As a designer, it’s easy to disconnect from your users. Don’t be afraid to take risks and immerse yourself in the experience of those who will actually interact with your product. Then, implement their feedback and test your results. Eventually, you’ll land on that final iteration with the potential to change the world around you.

For a full picture of the product experience, collect voice-of-customer (VoC) insights to learn what users think in their own words. Complement this qualitative data with neutral observations of user behavior.

Start by using tools like Hotjar’s Heatmaps to observe users' scroll and click patterns. Then, watch Session Recordings to follow the entire user journey across your site or product, and use Feedback tools to ask users what’s behind their decisions.

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How we do it in Philips?

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130 years of Philips brand

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Adopt a ‘Designerly’ �Way of Thinking

Design Thinking = making an impact by working on complex open-ended challenges and finding better solutions.

Be prepared to make an impact. Be curious, ask relevant questions, look for connections and get to meaningful ideas.

Don’t only think at an abstract level but get real by making ideas and experiences concrete.

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How to get out of the box?

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Mihály Csíkszentmihályi��The ‘Flow’ Professor

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2 types of people

Problem solvers

Problem finders

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Problem solvers

Effective

We can trust them

Predictable

Non-creative

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Problem finders

Creative

Valuable

We can’t rely on them

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How to learn creativity?

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Majority (9/10) of effective ads are based on the “template”

Random people prefer commonness/generality, but they appreciate content “with the claw”

Advertisements do not adhere to a strategic approach to communication

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Creativity “Templates”

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Storytelling

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OBSTACLES

HERO

HELP

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USING THIS “TEMPLATE” IN STORYTELLING

Client is a “hero”, product is “help” (Detergents)
Client and product are “help”, “hero” is someone important for client (Kids)
Client is “help”, seller is “hero” (eBay)
Product is “hero” (Sofa, food)

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Show the Enemy

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Show rituals

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Context of rituals�home, work, third place

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Home brand�home, family�ex: Nutella

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Work brand�office, colleagues�ex: Knoppers

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“Third place” brand�out of our house, friends�ex: Starbucks

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Content of ritual�essence of situations

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Preparation for the battle�challenge, product as a weapon, wife of warrior

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Celebrating of�being together, women and men celebrate differently

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Time for you�Break, private space, relax

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How to create the example Brief?

Creative template: “show the ritual”

Context: home

Content: time for you

Key-word: ?

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“If I had an hour to solve a problem, I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”

– Albert Einstein

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Thank you!