design thinking
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DESIGN THINKING [ T U R K E Y]
@dt_turkey
designthinkingturkey@gmail.com
Design Thinking Turkey
MAKINGTHINGS PEOPLE WANT
MAKINGPEOPLE WANT THINGSMARKETING & ADVERTISING DESIGN
SERVICE & PRODUCT DESIGN
FROM TO
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DESIGN IS TO DESIGN THE DESIGN OF A DESIGNNOUN
A GENERAL CONCEPT OR POLICY
VERB
A GENERAL CONCEPT OR POLICY
NOUN
A PLAN OR INTENTION
NOUN
A FINISHED OUTCOME (SYSTEM, SERVICE OR PRODUCT)
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
We don’t think of the Kindle Fire as a tablet. We think of it as a service.
Jeffrey Bezos | AMAZON
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
Always design a thing by considering it in its next larger context a chair in a room, a room in a house, a house in an environment, an environment in a city plan.
Eliel Saarinen | Finnish Architect
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, e-commerce, advertising, search, social applications, location based services, unified communications and many other things. Our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem
Stephen Elop | NOKIA
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1
KNOWN KNOWNSYou know how to
solve them
2
KNOWN UNKNOWNSYou know ways to find out how to solve them
3
BIG UNKNOWNSYou don’t know
how to solve them because you don’t
know the root cause
THERE ARE 3 TYPES OF PROBLEMS
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INNOVATIVE
PROBLEM SOLVING
DESIGN THINKING=
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
ORGANISATIONS PURCHASING DESIGN CAPABILITIES
METHOD FJORD GREAT FRIDAYS
MIKE&MAAIKE ADAPTIVE PATH LUNAR
GLOBAL LOGIC ACCENTURE EPAM
GOOGLE CAPITAL ONE MC KINSEY
2011
2012 2014 2015
2013 2014
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DISCOVER SYNTHESIZE GENERATE REFINEINITIAL INSIGHT
REFRAMED OPPORTUNITY
NEW SOLUTION
EVELUATE & ITERATE
PROBLEM DEFINITION SOLUTION SUGGESTION
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
An approach to solving problems by understanding
people’s needs and synthesising insights to solve those needs.
DESIGN THINKING DEFINITION
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DESIGN THINKING PROCESS
TECHNOLOGYDEVELOP
PEOPLEUNDERSTAND
CONCEPTCREATE
EMPATHYDEFINE
BUSINESSDEFINE
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TECHNOLOGYDEVELOP
CONCEPTCREATE
PEOPLEUNDERSTAND
BUSINESSDEFINE
TRADITIONAL PROCESS
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WHAT IS NOT THE DESIGN THINKING
We have this problem, let's jump in and get in a
room and brainstorm solutions
X
We have this technology, what can we use it for?
X
Our competitors just launched X; how can
we do X quickly?
X
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WHAT IS THE DESIGN THINKING
Design thinking can be described as a discipline that
uses the designer’s sensibility and methods to match
people’s needs with what is technologically feasible and what a viable business strategy can convert into
customer value and market opportunity.
Tim Brown |
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DESIGN THINKING PROCESS
TECHNOLOGYDEVELOP
CONCEPTCREATE
EMPATHYDEFINE
BUSINESSDEFINE
TESTRELASE
PEOPLEUNDERSTAND
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
UNDERSTAND
Understand the experience, situation and emotion of the
person who you are working for
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
HOW CAN I UNDERSTAND
OBSERVEObserve users and
their behaviour in the context of their lives.
TALKEngage with people in conversations and interviews. Ask why
EXERCISEAsk someone to
complete a task and tell you what they are doing
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
WHAT IS THE UNDERSTAND
“Our real goal, then, is not so much fulfilling manifest
needs by creating a speedier printer or a more
ergonomic keyboard; that’s the job of designers. It is
helping people to articulate the latent needs they
may not even know they have, and this is the
challenge of design thinkers.”
Tim Brown | IDEO
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEFINE
Clearly define a problem in specific terms what the
challenge is and why it needs to be addressed
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HOW CAN I DEFINE
DEFINE PEOPLEPersonas is to create reliable and realistic representations
of your key audience segments for reference.
DEFINE JOURNEYJourney map is a visual or graphic interpretation of the overall story from an individual’s perspective
of their relationship with an organization, service, product or
brand, over time and across channels.
DEFINE SERVICEService blueprint provides
guidance on how a service will be provided, specifying the physical
evidence, staff actions, and support systems / infrastructure
needed to deliver the service across its different channels.
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
CREATE
Explore a wide variety of possible solutions through generating a
large quantity of diverse possible solutions, allowing you to step
beyond the obvious and explore a range of ideas
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
HOW CAN I CREATE
BRAINSTORMDesign thinking embraces multi-disciplinary teams, which could bring together different point of
views. During this stage we should not reject ideas because they seem
too simple or too basic.
PROTOTYPEPrototyping is all about
visualizing our solutions. There are different techniques for that
such as ‘sketching’, ‘rapid prototyping’ It should be simple, fast and least-expensive fashion.
PRODUCECreation final concept of
problem solving that includes design outcomes with rules
also short& long term strategies with to be vision
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
DEVELOP
TECHNOLOGY
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DEVELOP
Transform to created concept into a physical form or
tangible evidence
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DEVELOP
Ask for feedback on your product or service. Learn
about your user, reframe your view and refine your concept
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com
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