Design Thinking

facebook.com/designthinkingtr
DESIGN
THINKING
[TURKEY]
@dt_turkey
designthinkingturkey@gmail.com
Design Thinking Turkey

MAKING 
THINGS
PEOPLE
WANT
MAKING 
PEOPLE
WANT
THINGS
MARKETING & ADVERTISING
DESIGN
SERVICE & PRODUCT DESIGN
FROM TO
DESIGN THINKING TURKEY facebook.com/designthinkingtrdesignthinkingturkey@gmail.com

DESIGN IS TO DESIGN THE DESIGN OF A DESIGN
NOUN
A GENERAL CONCEPT
OR POLICY
VERB
A GENERAL CONCEPT
OR POLICY
NOUN
A PLAN OR INTENTION
NOUN
A FINISHED OUTCOME
(SYSTEM, SERVICE OR
PRODUCT)

We don’t think of the Kindle
Fire as a tablet. We think of it
as a service.
Jeﬀrey Bezos | AMAZON

GRAPHIC DESIGN

UI DESIGN

UX DESIGN

SERVICE DESIGN

SYSTEM DESIGN

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

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

1
KNOWN KNOWNS
You know how to
solve them
2
KNOWN UNKNOWNS
You know ways to ﬁnd
out how to solve them
3
BIG UNKNOWNS
You don’t know
how to solve them
because you don’t
know the root
cause
THERE ARE 3 TYPES OF PROBLEMS

INNOVATIVE
PROBLEM
SOLVING
DESIGN
THINKING
=

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

DISCOVER SYNTHESIZE GENERATE REFINE
INITIAL
INSIGHT
REFRAMED
OPPORTUNITY
NEW
SOLUTION
EVELUATE & ITERATE
PROBLEM DEFINITION SOLUTION SUGGESTION

An approach to solving
problems by understanding
people’s needs and synthesising
insights to solve those needs.
DESIGN THINKING DEFINITION

DESIGN THINKING PROCESS
TECHNOLOGY
DEVELOP
PEOPLE
UNDERSTAND
CONCEPT
CREATE
EMPATHY
DEFINE
BUSINESS
DEFINE

TECHNOLOGY
DEVELOP
CONCEPT
CREATE
PEOPLE
UNDERSTAND
BUSINESS
DEFINE
TRADITIONAL PROCESS

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

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 PROCESS
TECHNOLOGY
DEVELOP
CONCEPT
CREATE
EMPATHY
DEFINE
BUSINESS
DEFINE
TEST
RELASE
PEOPLE
UNDERSTAND

UNDERSTAND
PEOPLE

UNDERSTAND
Understand the experience,
situation and emotion of the
person who you are working for

HOW CAN I UNDERSTAND
OBSERVE
Observe users and
their behaviour in the
context of their lives.
TALK
Engage with people
in conversations and
interviews. Ask why
EXERCISE
Ask someone to
complete a task and tell
you what they are doing

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

DEFINE
EMPHATY

DEFINE
Clearly deﬁne a problem
in speciﬁc terms what the
challenge is and why it needs
to be addressed

HOW CAN I DEFINE
DEFINE PEOPLE
Personas is to create reliable
and realistic representations
of your key audience
segments for reference.
DEFINE JOURNEY
Journey 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 SERVICE
Service 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.

CREATE
CONCEPT

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

HOW CAN I CREATE
BRAINSTORM
Design 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.
PROTOTYPE
Prototyping 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.
PRODUCE
Creation final concept of
problem solving that includes
design outcomes with rules
also short& long term
strategies with to be vision

DEVELOP
TECHNOLOGY

DEVELOP
Transform to created concept
into a physical form or
tangible evidence

RELEASE
TEST

DEVELOP
Ask for feedback on your
product or service. Learn
about your user, reframe your
view and reﬁne your concept

THANK YOU

Design Thinking

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