IDEO is famous for designing a lot of stuff

„design
design thinking
thinking“
it is an approach to
innovation
Designer, Engineers,
Designer Engineers Anthropologists
Anthropologists,
MBAs, Doctors, Architects…
and have experts in
Service,, Food & Beverage,
g , Software,,
Health & Wellness, Materials, Culture
and a lot more
more…
p
process
h
how do
d we gett inspired:
i i d insights
i i ht

how do we frame the opportunities: synthesis

how do we decide: prototype

 Insights
iinnovation
i begins
b i
with and eye
y
What do yyou see?
synthesis
y
Customer Journey
y
 1 2 3 4 5 6 7 8 9 10

learning planning starting entering

g ticketing
g waiting
g boarding
g riding
g arriving continuing

impact on customer
 1 2 3 4 5 6 7 8 9 10

learning planning starting entering ticketing waiting boarding riding arriving

g continuing
g

cost of realization
 1 2 3 4 5 6 7 8 9 10

learning planning starting entering ticketing waiting boarding riding arriving continuing

sweetspot
p
prototype
yp
„Unless ideas are massaged into reality
they evaporate.“

G
George Nelson
N l
prototyping
is a process of learning