What do companies like Amazon, Apple, Google, Microsoft, and Samsung (as well as thousands of Startups worldwide) have in common? Despite their being competitors, they all share a lot more than we might imagine. Through the application of design-related tools and perspectives from technology projects, these companies have made constant innovation possible, selling products of global impact, over and over again. This short introduction to Design Thinking will be presenting some interesting points that those companies have in common.

1. Design Thinking in
Technology Projects
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Gabriel Simonet
@gabrielsimonet
gsimonet@genexus.com

2. DESIGN THINKING

3. What is design?

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Making things look nice

5. A creative process to solve a problem
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“Design is doing things
with intention”

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Design THINKING

9. “Our customers no longer accept
“Our customers no longer accept
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complexity”
complexity”
CEO, SAP

10. “The lines between hardware, software, and
services are blurred or are disappearing.
The only way you can pull this off is when
everyone is working together well”
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CEO, APPLE

11. Complexity and Uncertainty
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12. Control and Predictability
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PUZZLES

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Mysteries

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WE NEED TO START USING
NEW TOOLS

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From complexity to needs
SAP: Through standardization
Apple: Finding the essence
GeneXus: Simplification by automation

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How can we find that,
for our companies?

18. Design Thinking

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Design Thinking
Using Design methodologies, tools and empathy
to quickly identify leverage client needs

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Design Thinking
User Centered
Cooperative
Abductive
Inquisitive
Experimental
Fast

22. Design Thinking adds value, fast
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23. A few stories, for fun

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User-Centered

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MM
Custom Business
USER-CENTERED ?

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CINTHIA-CENTERED

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FOCUS, EMPATHY, MISSION

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REFRAMING

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Wii

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LESS TECHNOLOGY, RIGHT VALUE

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THE RIGHT PROBLEM

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APPLE
THE RIGHT PROBLEM

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DO THINGS RIGHT, THE RIGHT THING DO

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Google Search

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Jon Wiley

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“I think the search is slow”

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E = mc2

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“Now it’s faster. But I think it’s still slow”

44. Last Tips

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Seek diversity
Seek designers
Empathize with clients

47. Instead of technology and
features, start talking about
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ideas and solutions

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“Design is doing things
with intention”

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“Design is doing things
with intention”
Design, , thinking.
thinking

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Stay open
Stay optimistic
Listen

51. #GX24
Stay open.
Stay optimistic.
Listen.

52. #GX24
Stay open
Stay optimistic
Listen