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