This document discusses design thinking and its application to information technology projects. It provides an overview of a design and strategy consultancy firm called VanBerlo, including the types of services and expertise they offer. The document then discusses three different thinking modes - rational/structured thinking, switching between analysis and synthesis, and emotional/intuitive thinking. It argues that complex challenges require moving between these different thinking styles. The rest of the document provides examples of how taking a design thinking approach that focuses on user needs and experiences can help information technology projects and services differentiate themselves.

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2. HAN
TOEBAST
• 42 years of user experience
• VanBerlo Design strategist
since 2012
• Working in Design, IT and
User Experience since 2001
• Multiple projects in online
design, interaction design,
brand identity design, design
strategy consulting and user
experience strategy
h.toebast@vanberlo.nl

3. VANBERLO
PEOPLE & SKILLS
• Strategists
• Design Researchers
• Service Designers
• Social Designers
• Product Designers
• UX Designers
• Brand Specialists
• Engineers
• Project Managers
LOCATIONS
• Eindhoven (65 people)
• Delft (20 people)
32 28 12 5

4. DESIGN / … is veel meer dan mooie plaatjes
Een fiets die lekker
rijdt…
Plezier voor
twee…
Een kinderzitje
installeren…
Precies jouw kopje koffie…
Je thermostaat
instellen…
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12. Conclusie / Waar gaat het dus eigenlijk om?

13. COMPLEXE VRAAGSTUKKEN
VRAGEN OM EEN ANDERE MANIER
VAN KIJKEN, DENKEN & DOEN

14. THINKING
14
/ Three thinking modes

15. THINKING Three thinking modes/
Left Brain
Left +
Right Brain
Right Brain
Rational &
Structured Switching
Emotional
& Intuitive
Iterating SynthesisAnalysis
Business Thinking Design Thinking Creative Thinking
Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing.
15

16. Well
defined
problems
Ill
defined
problems
Undefined
problems
Needs
to
be
solved
Problem
is
the
start
There
is
no
problem
Zoom
in
&
out
Holis<c
Focus
on
parts
Business Problems Design Problems Creative Problems?
THINKING / Three thinking modes
Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing.
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17. THINKING Three thinking modes/
Creative Proces
Analysis
↓
Decisions
Analysis
↓
Ideate
↓
Prototype
↓
Evaluate
↓
Decide
Perceive
↓
Ideate
↓
Decide
Design ProcesBusiness Proces
Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing.
17

18. World User characteristics/
OPEN
NO BOUNDARIES
COMPLEX
MANY ELEMENTS AND RELATIONSHIPS
DYNAMIC
CHANGE OVER TIME
NETWORKED
ACROSS ORGANISATIONS
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19. “It is not the strongest of the
species that survives, not
the most intelligent that
survives. It is the one that is
the most adaptable to
change”

20. Hoe pas je dat toe binnen IT ?
20
Services
Tools
CUSTOMER
EXPERIENCE
Focus
Onderscheidend
vermogen

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*Based on the McKinsey
Consumer Decision Journey
Behoefte invullen Customer Experience Flow/

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Behoefte invullen Event Model Canvas/

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<CASES
DELETED
FOR
PUBLICATION>

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TAKE AWAYS / What to remember…
Gebruikers
Merk
Product
Design
• Door je gebruiker door en door te kennen
creëer je de mindset voor vertrouwen
• Het systeem faalt zelden, het zijn de gebruikers
die de bedrijfszekerheid en betrouwbaarhed
beïnvloeden
• Onderscheidend vermogen behaal je door
lokaal te werken binnen de globale standaarden
• Blijf niet achter je PC zitten, maar ga in gesprek

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CREATE THE DIFFERENCE!