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APPROACH TO TAKE ON
PROJECTS AND SOLVE
PROBLEMS ARISING ON BUSINESS
DESIGN
THINKING
01
03
VIDEO
Interview with experts
02
04
05
SUCCESS STORY
Airbnb
01
The method aims to deal with the challenges of managing a company in the
same way that designers tackle design problems ( ).
Some years ago, when the
Swiss company Zyliss tasked
IDEO with creating a new line of
kitchen utensils, the first thing
we did was to study children
and professional cooks, even
though none of them had
nothing directly to do with the
product. But that was precisely
the reason the two groups
provided such valuable
information. A seven-year-old
girl who struggled with a canopener made us think of all the
physical difficulties that adults
have learned to conceal. The
short-cuts and tricks of a
restaurant chef revealed
interesting aspects of
equipment maintenance, due to
the exceptional cleaning and
hygiene demands.
All this in an atmosphere that has to nourish the workers' most creative side. As Brown says:
Empathy
Empathy
You have to know the people and the users. Putting yourself in the end user's shoes
observing in an empathetic way. Understanding the customer not as a customer, but
as a human being, as a person who has needs, who moves and lives in a context, and
has a series of needs that can be satisfied.
Definition
Definition
The problem needs to be clearly defined in order to satisfy a
need, through creativity. the solution so you can reach it.
Ideas
Ideas
All ideas are valid. The basis of creativity is imagination.
Design Thinking is not only launching new products or
services, but to ensure that none of the areas in the
company becomes obsolete.
Prototypes
Prototypes
Use vision. Seeing and feeling a prototype
is worth more than a printed image on.
Evaluation
Evaluation
Evaluating is measuring. Feedback. Give users the prototype without any them have the
experience of holding it and being able to compare it with another similar product. You need to
understand their environment and their motivations, and to consider to what extent a
proposed solution has ramifications that go beyond simply using or consuming that product,
but may also sometimes even have social implications.
INNOVATION TRENDS SERIE OCTOBER 2015 www.centrodeinnovacionbbva.com/en
Empathy
Ideas
Definition
Prototypes
Evaluation
02
Creativity and empathy, the keys for
applying this methodology
Adam Royalty, Hannah Lippe and Daniel Stringer, teachers at the d.school at the University of Stanford,
outline this process with practical exercises to encourage creativity and empathy.
If they had to agree on a brief and straightforward definition of what the Design Thinking methodology is, all
the experts would probably describe it as
Implementation
And the very first questions that come up are: how
does it work? What do I have to do? Adam Royalty,
Hannah Lippe and Daniel Stringer, teachers at the
d.school at the University of Stanford, have a oneword answer to that question: creativity.
04
One of the areas in which the Design Thinking ( ) method has been applied to the greatest extent is in
education, by encouraging changes in the learning process, in which the prototype, and not the result,
becomes the protagonist.
Simple method
Ignacio Lpez Fornis,
coordinator of the Degree in
Industrial Design Engineering
and Product Development at
the School of Engineering and
Architecture at the University of
Zaragoza, emphasizes the
simplicity of the method.
"It's very easy to understand,
can be applied by many people
who aren't experts in design or
aren't accustomed to creativity
processes but find it easy to
work in co-creation groups with
different profiles.When faced
with a challenge, they are able
05/SUCESS STORY
Airbnb, the applied
Design Thinking
The company has gone from making 200 euros
a week to revolutionizing tourism.
Address problems
A week after visiting the homes
in New York and enhancing the
pictures, Airbnb began to turn
over twice as much a week,
400 dollars. The team realized
that they were on the right
track. Thanks to Gebbia, who
chose a solution that was not
scalable, the business was able
to avoid the crisis that was on
the verge of killing Airbnb.
They skipped codes they had
learned at school for a business
to work and followed the rules
of design thinking: empathize,
define, design, prototype and
share
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