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MetodologíaDesign Thinking

Tomadecontacto12deJulio 2016

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¿Qué me gustaría llevarme?

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www.startupsmansion.com

www.thinkersco.com

www.designpedia.info

@JuanGascaTC – Customer Journey Lab

www.lamamba.es

www.bydsea.com

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Si vuestra startup o emprendimiento fuera una silla… ¿Cuál sería?

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| Copyright 2016 © Thinkersco and/or its affiliates. All rights reserved|Chemicalplant . Barcelona, 1915-1920

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Tecnología – Productos estrella // Precios asequibles

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19701950

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Tecnología + Negocios – Nuevos mercados

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Tecnología + Negocios + Persona – Deseos // Necesidades

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Q3 2007: 0.3M unidades Q1 2014: 51 M unidades

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“Don’t design for everyone. It’s impossible. All you end up doing is designing something that makes everyone unhappy. “

-Theodore Levitt

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Diseñarpara

personas

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Diseñar

CONlas personas

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KANONA

Prototyp I

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Prototyp II Prototyp III

KANONA

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***KaNoNa***Vibration in zwei ArmbändernNavigation durch GPS

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Funktionen

,MENU‘-> zur Zielortliste

,C‘-> Menü verlassen-> Route beenden-> Ausschalten

,ES‘-> Notrufknopf

,OK‘ -> Auswahl bestätigen

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Funktionen

Zielortliste Navigation

Swimming

•Home•Friend•Lernmobil•IceCreamSwimming

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¿Cómo funcionadesignpedia?www.designpedia.info

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¿sabes cocinar…?

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¿Qué cenamos hoy? ¿qué HAY EN LA NEVERA?

¿te gusto el plato?¿Cómo seria El plato ideal para esta ocasión?

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Empresa.

Cliente/mercado.

Entender los Limites del proyecto.

¿Quien podría ser mi cliente, por qué?

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40años

TrabajacomoautónomoenUnaempresadecomercioexterior Hablaingles fluido

viudo

Noposeeparejaestable

Lasvacacionessonelunico tiempolibrequepuedeestar100_%consus hijos

Esunapersonamuymetódica

Orden,orden,orden!

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10años

Leencantadibujar,losgrafitissonsuultimapasiónoculta

Escaóticaenextremo

Leencantaperderse!cosaqueasupadrelevuelveloco

Esmuybuenestudiante, lageografíaesunadesuspredilectas.

Labicicletale gusta,peroporlaciudadledamiedo.

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10años

8años

Amalosdinosaurios

Ledanmiedoloscoche

Noseseparadesu hermana,ellacuidadeél.

Esunfollower desuhermana

Toby,supelucheRex,essugranamigoimaginario.

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Investigar

Síntesis

¿Cómo es mi cliente? ¿donde está? ¿Qué le preocupa?

AsÍ es mi cliente. Esto es lo que está fallando

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USA EMPATÍA PARA

DESCUBRIR ALGO NUEVO

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OBSERVAINVOLUCRASUMERGETE

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Observa el comportamientocomo ocurre,no como deberíaocurrir.

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Explorar. Entrevista cualitativa.

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Consejos:ELIGE LA CALIDADTÓMATE TU TIEMPOPREGUNTA POR LAS HISTORIAS

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Reglas:Habla sobre su vida, no de tu ideaPregunta detalles del pasadoHabla poco, escucha mucho

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PREGUNTAS GENERALES“YO SIEMPRE/NUNCA…”HIPÓTESIS “YO PODRÍA…”PREGUNTAS EN FUTURO“YO HARÍA/ YO HARÉ…”OPINIONES¿CREES QUE ES UNA BUENA IDEA?”“¿COMPRARÍAS/ USARÍAS UN PRODUCTO COMO / QUE HACE [X]?”“¿CUÁNTO PAGARÍAS POR [X]?

SU VIDADETALLES DEL PASADO, SOBRE TODO CON EL PRODUCTO“CUÉNTAME SOBRE LA ÚLTIMA VEZ QUE…”“¿PORQUÉ [X] ES UN PROBLEMA PARA TI?”“¿QUÉ ES LO QUE ESTE PROBLEMA SIGNIFICA PARA TI?”“¿CÓMO INTENTAS RESOLVER ESTE PROBLEMA AHORA?”“¿QUÉ OTRAS SOLUCIONES HAS INTENTADO?”“¿CON QUIÉN MÁS DEBERÍA HABLAR?”“¿QUÉ MÁS DEBERÍA HABERTE PREGUNTADO?”

MAL BIEN

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Explorar. Safari.

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Explorar.Shadowing.

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Explorar. Visita de campo.

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Safari Shadowing Visita de campo

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$237M in 2012Usuarios extremos

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Explorar. persona.

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Persona

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Explorar. Mapa de empatia

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Explorar. Punto de Vista (POV)

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3 Capture findings4min

4 Take a stand with a point-of-view3min

Needs (physical, emotional, task-based, etc.): what is your partner trying to achieve?*use verbs

Insights: New learnings about your partner’s feelings & motivations. What’s something you see about their experience that maybe they don’t?*make inferences from what you heard

partner’s name/description

user’s need

Insight

“because...” or “but...” or “Surprisingly...”[circle one]

needs a way to

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Entrevista en profundidad

Investigación nuevos clientes

SmartshopperEvolución.

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Diagnostico de la industriaAnálogos – Antilogos

Customer Journey MapStakeholders Map

EMPRESA

MAPEAR

benchmarkingBúsqueda en mediosBuzz ReportsEntrevista CualitativaFocus GroupFoto-Video EtnografíaCliente MisteriosoVisita de Campo

Stakeholders mapKey FactsInsigths ClusterPersonaMapa de Empatia

INVESTIGACION SINTESIS

EXPLORAR

cliente

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DummyShopper no mira oferta, es compulsivo y consumista. Si le gusta lo compra, actúa emocionalmente.SmartShopper. busca y compara, con la crisis se ha vuelto mas racional, adapta el producto a él y no al revés.

PriceShopper ,es puro precio, a este nivel la cuestión es “si se lo puede permitir o no”.

Findlife, sin dinero y con necesidades surgen estrategias para poder consumir “básicos”.

PASADO

PRESENTE

Dummy

Smart

Price

Findlife

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Dummy

Smart

Price

Findlife

“todos han bajado un escalón en cuanto a su comportamiento de consumo se refiere, solo hay uno que no puede adaptarse, el usuario Findlife”

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“Lo más duro fue ahora en Reyes.A mi hija, de regalarle todo, de repente ,casi nada, un regalito de sus abuelos. Es duro, muy duro cuando has tenido de todo y de noche a la mañana casi no tienes ni para comer.”

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1)Dummy 2)Smart

3)Price 4)Findlife

“empezamosunpocoaracionalizar,mirabasmasofertas,comparabasmas”

“mirabaselbolsilloyenfuncióndeloqueteniascomprabas,asídesimple,nimarcas,nihistorias…”

“busco cosas para arreglar y trato de ganar un dinerillo, el subsidio se va a acabar…

“eraunalocura,loqueveíaslocomprabas,mimujeryyotrabajamos,eraunnoparar.Comprábamosmilesdecosasquenonecesitábamos.

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Cambio de modelos. Nuevos patrones.

a b

Compras mensuales a diarias.

Desplazamiento en coche a bicicletas/andando..

Compras en megacentros en tiendas de barrio.

Produce

§ Mayor control en los recurso.§ Mayor control a corto plazo.

§ Adaptación mas ajustada a la realidad.

§ Racionalidad en el consumo.§ Sentido Eco del desplazamiento.

§ Optimización recursos.

§ Desocialización del acto consumista, uno ya no § Va a pasar el día comprando.

§ De microconsumos a nanoconsumos (actos muy § puntuales y localizados)

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1.Dummy 2. Smart 3.Price 4. Findlife

Estrategias ahorro por perfil.

1.Busca una historia, algo que le emocione. No importa el precio.

2.Aunque busca y compara, también busca mas allá del precio, el valor de la marca.

3.El precio es el que marca la diferencia, no mira marcas, mira un número.

4.Busca el precio, pero antes de comprar busca intercambiar/reparar o incluso sacarse dinero por algo a cambio.

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1.Dummy 2. Smart 3.Price 4. Findlife

Estrategias ahorro por perfil.

Páginas de comparadores

Páginas de Outlet

Páginas Venta-compra.

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Perfil Findlife. Abriendo nuevas líneas.

MERCADITOS LOCALES

§ Trueque de productos de 2ºmano.

§ Dinero Decathlon de venta de esos productos.

§ Comprar venta-venta de productos de 2ºMano.

§ Posibilidad de empeño para dinero inmediato.

§ Puja de servicios .

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Perfil Findlife.Adaptación de estos modelos hacia los otros targets.

1.Dummy

2. Smart

3.Price

4. Findlife

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idear

prototipar

Dame soluciones que respondan a mi reto

Que tipo de prototipo quieres hacer – XQ y XA Q?

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idear

Dame soluciones que respondan a mi reto

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Construir. BRAINSTORMING

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Perfiles de creatividad

Generador ConceptualizadorOptimizador Implementador

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Reglas:

Aplaza el juicioSe visualUna idea = un post-itCantidad es lo que queremosFomenta ideas locasConstruye en ideas de otrosUna conversación cada vez

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Consejos:Manten foco en el problemaUsa cronometroUsa rotuladores no boligrafos

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Las cosas no se dicen se hacen, porque al hacerlas se explican solas.Woody Allen.

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Entrevista en profundidad

¡Ayudame a ayudarte!Jerry Maguire.

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¡Esto es Design Thinking!

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“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.”

- Albert Einstein

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Innovation cycles in different industries

Different industry sectors move at different speeds – It takes about 5-8 years to develop a passengerairplane from concept to implementation – this product will be in use for another 10-15 years

minimum. A mobile phone takes maybe 6 months to develop and will be on the market 2-3 years

0Sector Industrial

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Why service design?

Design has not only experienced a shift from product to to product/service experience it is now also helping to shape and facilitate organizational or even social transformation

SOURCE: Graphic inspired byNextDesign Complexity Ladder http://issuu.com/nextd/docs/nextdfutures2011_v02 created byNextDesign LeadershipInstitute

0Sector Industrial

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Entrevista en profundidad

Business idea

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Mapear

Explorar

Investigacion Sintesis

Construir

Idear Prototipar

Testear

30)Road Map de Prototipado31)Matriz deHipotesis32)Matriz de Feedback33)Entrevista cualitativa34)Test Cuantitativo35)Test Usuario

1)5 Por qués2)BusinessModel Canvas3)DAFO4)Diagnostico de la industria5)Diagrama de SistemasERAF6)Mapa de Empatia7)Persona

8)Búsqueda enmedios9)Entrevista Cualitativa10)Entrevista Experto11)Matriz de Tendencias12)From… to…13)Mapa evolución Innovacion14)Key Facts15)Mapa de Empatia16)Desafio de diseño17)Brief

18)Mapa de convergencia19)Hibridacionpor síntesis20)Diseño de escenarios21)Mapa activo de la experiencia22)Sesionesde cocreacion23)Concept Sketch(PE)24)MockUp(PM)25)Solution Diagram(PP)26)Wireframe(PFu)27)Customer Journey map(PM)28)Storytelling(PM)29)BusinessModel(PP)

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MAPEAR. Empresa. 5 por qués

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MAPEAR. Empresa. Diagnostico de la industria

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Explorar. Sintesis. Mapa de empatia

dice

piensa

hacesiente

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Construir. herramientas. Mockup

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Construir. idear. Hibridación

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Construir. idear. Sesiones de cocreación

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Testear. Técnicas. Test de usuario.

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http://www.dovase.com/

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Espacio / Flujo Trabajo

“Generar nuevos procesos de trabajo a través del espacio para generar dinámicas más colaborativas.”

Nuevos Espacios y Dinámicas de Trabajo

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Nuevos Espacios y Dinámicas de Trabajo

“Generar nuevos procesos de trabajo a través del espacio para generar dinámicas más colaborativas.”

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Nuevos Espacios y Dinámicas de Trabajo

“Comprender, reflexionar y actuar. Todo ello involucrando a la organización transversalmente”

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Conclusiones

- Valor no esta en la posibilidad. Valor esta en las NECESIDADES & EXPECTATIVAS

- Los Usuarios no saben exactamente lo que quieren, pero si tienen una idea clara sobre lo que no quieren.

¿Cómo podemos usar a nuestro cliente como principal fuente de conocimiento e información?

- Comprendiendo al usuario en primer lugar. Tecnología y Mercado aparecen en una segunda fase.

- Itera rápido: Comprende, Diseña, Testea & Aprende (una y otra vez).

ESTO ES UN SET DE NUEVAS PRAXIS Y COMPORTAMIENTOS QUE LAS COMPAÑIAS / PERSONAS DEBERÍAN INTERIORIZAR!!!

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IDEAS TENEMOS TODOS

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IDEAS TENEMOS TODOS

PERO TENEMOS QUE HACER IDEAS QUE AYUDEN A NUESTRO CLIENTE

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IDEAS TENEMOS TODOSPERO TENEMOS QUE HACER IDEAS QUE

SE AJUSTEN A SUS NECESIDADES Y EXPECATIVAS

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HAVE FUN!!!

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Muchas gracias

Juan Gasca@juangascaTC