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Football by Design

Gabriel Simonet

@gabrielsimonet gsimonet@genexus.com

DESIGN THINKING

Football X

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Fútbol UY

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DESIGN THINKING

DESIGN THINKING

DESIGN THINKING

DESIGN THINKING

DOESN’T KNOW ANYTHING ABOUT

FOOTBALL

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Don’t worry

A Design Process

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Design & Design Thinking

VIABILITY (Business)

DESIRABILITY (Human)

FEASIBILITY (Technical)

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Design Thinking

Un proceso

Source: HCD Toolkit

#GX24 Source: Tim Brown, Design Thinking

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Google Ventures

Source: FastCo Design - Google Ventures

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It’s a learning process!

Source: IDEO

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Designing for Growth The process according to

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Source: Designing for Growth

What is

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What’s the business problem? Where’s the opportunity?

What has changed (or soon may change)?

Explore the reality

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Look at the world: Observe what people do, how they think, what

they need and want

Explore the reality

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Some Possible Data Sources Existing Repository of Data Exploration of Products in same industry Exploration of Products in other industries Clients Hear what they say (ok) Watch what they do (much better)

Explore the reality

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Results:

Map & Synthesis

What if

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Envisioning the future

1.  Brainstorm

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Envisioning the future

1.  Brainstorm 2.  Prototype

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Envisioning the future

1.  Brainstorm 2.  Prototype 3.  Detect Opportunities

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Envisioning the future

1.  Brainstorm 2.  Prototype 3.  Detect Opportunities 4.  Try new Solutions

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Marcos, from Mexico joins the team Sinapse

A change in Pace

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Second Version

Results:

1.  Much nicer second Version 2.  A great NEW CONCEPT

3.  A not so-much-satisfied stakeholder

What wows

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Users help decide

Test the future in the present through prototypes

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Users help decide

Results: 1.  Matches: Ok.

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Users help decide

Results: 1.  Matches: Ok. 2.  Data: Ok.

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Users help decide

Results: 1.  Matches: Ok. 2.  Data: Ok. 3.  More Data: Ok.

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Users help decide

Results: 1.  Matches: Ok. 2.  Data: Ok. 3.  More Data: Ok. 4.  News: Ok.

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Users help decide

We like this!

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Users help decide

We like this!

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Users help decide

We like this!

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Users help decide

We like this!

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What Wows?

Live, Live, Live! Colors, so many colors!

What works

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Making it Work, as a Business

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Making it Work, as a Business

Caveats & Benefits

DESIGN THINKING

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Design is subjective. Not all subjectivities are the same.

At the end, it comes down to expertise & intuition

Caveats

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Therefore, it’s important you define your criteria from the beginning. Find out what clients (final users)

really want.

Caveats

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The more efficiently you run the process, the less opportunities

you will find during it

Caveats

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It’s a learning process. Integrate everybody from the

beginning.

Caveats

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Key benefits

Value: Helps creating new meaning and value for customers Business: Helps business find new ways to grow Engagement: The Buy-In is great Alignment: It just kills the debate, through data driven design

Before we go

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differently Try it. It’s fun and get things done

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? + ! -

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Remember

Define your criteria Create a Diverse Team

Get some chocolate Get out there

Listen!

Prototype, Test, Iterate Start again

Have fun!!

Thanks!