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design thinking 
by the people for the people 
Rafael Daron 
rafaeldaron@gmail.com 
@rafaeldaron
#ux #ui 
#designthinking 
#servicedesign
about me 
- Master in Service Design, Politecnico di Milano, IT 
- Specialist in Interaction Design, Faber Ludens, BR 
- Bachelor in Information System, UNISEP, BR 
! 
- UX & Service Designer at Beta-i, Lisbon, PT 
- UX & Service Designer at MediaEngine, Milan, IT 
- Interaction Designer at C.E.S.A.R., Sorocaba, BR 
- User Experience at CISS, Dois Vizinhos, BR 
- Professor at UNISEP, Dois Vizinhos, BR
The only real voyage of 
discovery consists not in 
seeking new landscapes, 
but in having new eyes. " 
Marcel Proust
design thinking - a process
http://youtu.be/a7sEoEvT8l8
design thinking - a mindset
design thinking 
a new approach to problem finding 
#empathy #observation #curiosity 
! 
a dynamic approach to problem solving 
#prototype #fail #learn 
! 
a new perspective on value creation 
#human-centeredProcess #needs
let’s do an 
exercise?
30 circles
30 circles 
objective 
! 
turn the circles into something
30 circles 
3 minutes
30 circles
30 circles 
Start!
30 circles 
Stop!
challenges 
did you stuck at some point? 
! 
what did you feel during that moment? 
! 
did you have an unstuck moment?
think out of the "box" - schemas
let’s do 
again?
30 circles
30 circles 
objective 
! 
turn the circles into something, 
based in the experience you had
30 circles 
3 minutes
30 circles 
Start!
30 circles 
Stop!
challenges 
how it went this time? 
! 
what went different?
30 circles 
creates the "getting stuck" feeling 
! 
explores how “unstuck" happens and how it feels 
! 
triggers our conceptual “box" and demonstrates how our 
brain utilizes schemas 
! 
demonstrates how we make up boundary conditions 
! 
demonstrates how perceived boundary conditions affect 
outcomes
design thinking process
case: conecta 
“design a product or service 
useful for senior people - over 50 
years old“ 
what to do? | how to do?
understanding
understanding
ideation
prototyping
prototyping
prototyping
prototyping
prototyping
team building 
8 groups
problem areas 
healthcare 
education 
economy 
environment 
housing 
people 
mobility 
cities
choose problem in the area 
7 minutes
design thinking process
empathy
primary research 
! 
secondary (desk) research
define
problem definition
problem definition
ideate
disney method
be dreamer 
This stage was for fantasizing. Creating the most fantastic and 
absurd ideas as possible. No filter. Just wonderful, raw ideas. 
This stage was about “why not?”
be realistic 
As the Realist, the Dreamer ideas would be re-examined, 
and re-worked into something more practical. It wasn’t 
about the reasons it could not be achieved, but only about 
it could be done. This stage is about “how?”
be spoiler 
The third stage he would become the critic… shooting 
holes in the ideas he had come up with.
prototype
test
my 10 seconds pitch
#keywords
thank you! 
Rafael Daron 
rafaeldaron@gmail.com 
@rafaeldaron

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