DESIGN THINKING 1.

Presented by KHALIL BEJAOUI & EYHEM ZITOUNI

MAIN POINTS

1 WHY INNOVATE?

2 INTRODUCTION TO DESING THNIKNING

3 IMMERSION
WHY INNOVATE?

Every day, more and

more companies are
looking for new ways to
innovate.
According to the U.S. magazine Business Week, the
process of innovation consists of re-creating business
models and building entirely new markets to satisfy
unmet human needs; above all, it aspires to select and
execute the right ideas, and bring them to market in
record time.
BUT INNOVATION IS NOT AN EASY TASK .
According to the Doblin group (2007), only 4% of new
products released in the United States succeed in the
market.
To innovate, it was not only necessary to find new
technological solutions, but also to explore new
markets. Thus, in addition to creating new forms of
contact with customers, new approaches to
satisfying their needs were also opened up.

It was in this search for new paths to innovation

that what is now known as “Design Thinking”
was created
INTRODUCTION

WHAT IS DESIGN
THINKING?
 DESIGN THINKING

a plan or drawing the process of

produced to show the considering or
look and function or reasoning about
workings of a building,
something.
garment, or other object
before it is made.
Design thinking is an iterative process
in which you seek to understand your
users, challenge assumptions, redefine
problems and create innovative
solutions which you can prototype and
test. The overall goal is to identify
alternative strategies and solutions
that are not instantly apparent with
your initial level of understanding.
 DESIGN RESEARCH MARKET REASERCH

FOCUS PEOPLE

Seeks to understand behavior through

seeks to undrestand cultures,
what people do, or say they do, in order to
experiences, emotions thoughts and
OBJECTIF predict how they would behave in a new
behavior to provide inspiration for the
situation, while coming up with solutions
project
based on their answers.

Primarily through semi-structured

Primarily through questionnaires and
DATA COLLECTION conversations between the researcher
structured interviews
and the interviewed.

Behavior, objects and words people

TYPE OF People’s opinions and behavior regarding
use to express the way they interact
INFORMATIONS current situations or expectations of future
with things and processes around
COLLECTED contexts.
them.

SAMPLING QUALITY QUANTITY

DESIGN THINKING
1 IMMERSION

2 IDEATION

3 PROTOTYPING & TESTING

 IMMERSION
The first stage of the Design Thinking
process is called Immersion. At this moment,
the project team approaches the context of
the problem from the point of view of the
client.
 TYPES OF IMMERSION

1 Preliminary 2 In-Depth.
 PRELIMINARY IMMERSION
When a Design Thinking project begins, usually the team is not familiar
with the subject. Therefore, a Preliminary Immersion is undertaken as a
way of approaching the problem, often before the project kick-off.

1 REFRAMING

2 EXPLORATORY RESEARCH

3 DESK RESEARCH
 IN-DEPTH IMMERSION
This research involves diving deeply into the context of the lives
of the players and the subject under study. In general, there is an
attempt to focus on the human dimension with the aim of
retrieving four different types of information:
1. What do people say? 2. How do they act?
3. What do they think? 4. How do they feel?
1 INTERVIEWS

2 CULTURAL PROBES

3 GENERATIVE SESSIONS

4 A DAY IN THE LIFE

5 SHADOWING
 SEE YOU TOMORROW
DESIGN THINKING 2.0
ANY QUESTIONS?
 DESIGN THINKING 2.0

Presented by KHALIL BEJAOUI & EYHEM ZITOUNI

MAIN POINTS

1 ANALYSIS AND SYNTHESIS

2 IDEATION

3 Prototyping & TESTING

ANALYSIS AND SYNTHESIS

After the data collecting stages

of the immersion phase, the
next steps are analysis and
synthesis of the information
collected
1 INSIGHT CARDS

2 CONCEPTUAL MAP

3 EMPATHY CARD

4 PERSONA

5 USER'S JOURNEY
1 INSIGHT CARDS
2 CONCEPTUAL MAP
3 EMPATHY CARD
4 PERSONA
 5 USER’S JOURNEY

It is a graphic representation of the stages of

the client’s relationship with a product or
service that describes the key steps taken
before, during and after purchase and use.
IDEATION
The purpose of this phase is to
generate innovative ideas for the
project theme. To do this, the tools
for synthesis created in the analysis
phase are used to stimulate
creativity and generate solutions
that are in tune with the context of
the subject in question
1 BRAINSTORMING 2 DECISION MATRIX
1 BRAINSTORMING
2 DECISION MATRIX
 PROTOTYPING & TESTING

Prototyping is the act of making an idea more

tangible; the passage from abstraction to
physicality to represent reality – even if in a
simplified fashion - and provide validations.
(more infos in the net training session)
 THANK YOU FOR YOUR
ATTENDANCE
ANY QUESTIONS?