design

thinking

convergent

synthesis

decision making

divergent

open

opportunities generation

creativity

innovation

brief

research

solution

desirable

feasible viable

• User centred

• Sequential (narratives)

• Co-design (empathy)

• Holistic

• Iterative

5 features

User centredTarget: AAA, north european, male, 60+ years

tool: Personas

Credits:weizhoudesign.com

method: contextual interviews

Credits: Mariamz.com

Sequential

12

3

4 5

tool: user journeys

Co-design

social

sciencespsychology business design

engineering IT ( … )

inter-disciplinary

Co-design

organisation users

internal x external

method: group sketching

experience

Holistic

value norms culture structure

touch

points

eco-

system

staff userbranding /

marketing

services

tool: service blueprints

Credits: Creogidas.com

Iterative

prototype

feedback

improve

Credits: GE Global Research

tool: Lego™ Serious Play

communicationvisual

+

collaboration

thank you

Marcelo Albagli@marceloalbagli

albagli@gmail.com