designing the ways we design everything
TRANSCRIPT
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Designing the wayswe design everything
Cannes Lions ReviewLisbon 2015
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https://fishingforideas.wordpress.com/2012/03/15/summary-4th-day/
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That was4 years ago
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We were backfrom a Design Thinking- one year - course in Berlin
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and we wanted to see if it worked
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so we went
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fishingfor ideasDocumentation Blogwww.fishingforideas.wordpress.com
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Wholesale company drowningFishing Industry
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TheirNeeds
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GuerrillaMarketing?
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Brand Activation?
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A newCampaign?
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Re-Branding?
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Adwords?
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It wasdeeper than that
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They neededhelp
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People who could listen and care about all of the aspectsof their business
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Here’s what we did for about 3 months
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Listenedto people
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Got to knowtheir environment
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Workedwith them
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Identified patterns of behaviour
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Collecteda bunch of data
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Made every piece of informationvisible
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Memorizable
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Went to the extremes
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Mappedall theirservices
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Framed the most useful information
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...in differentways
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Collected all the ideas since day one.Even the apparentlyinsignificant
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Used every spacefor brainstorm
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Pretended to be fishes
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Opened the project to the world
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Explored as many ideas as we could
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Prototypedon post its
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Prototypedteam interactions
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Prototypedservices
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Prototypedour own processof working
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Validatedeverythingwith everyone
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Definednew rolesof interactionfor everybodyin the company
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Tested a newservice andgeneratednew incomesince week two
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Implementednew processes
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Implementednew processes
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And made them more easy to adopt
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Developedsome simples business tools
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and...
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this is what we’ve achived in the end
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Optimized processesmanagement & communication
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Optimized processesmanagement & communication
Identified new channelssales & distribution
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Reduced 2/3 of debtnegotiation & business control tools
Optimized processesmanagement & communication
Identified new channelssales & distribution
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and...
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Steady growth in the last 4 years
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From this we’ve learned
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From this we’ve learned
1. DT works
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From this we’ve learned
1. DT works2. it’s more about people than a process
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From this we’ve learned
1. DT works2. it’s more about people than a process Mindset
VS Methodology
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From this we’ve learned
1. DT works2. it’s more about people than a process3.
MindsetVS Methodology
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From this we’ve learned
1. DT works2. it’s more about people than a process3.
MindsetVS Methodology
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From this we’ve learned
1. DT works2. it’s more about people than a process3.
MindsetVS Methodology
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From this we’ve learned
1. DT works2. it’s more about people than a process3.
MindsetVS Methodology
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and
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andwe learned to be more open
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so
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sowe opened a fish shop
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Social Mediawww.fb.com/peixariacentenariawww.instagram.com/peixariacentenaria
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enough about fish
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and let’s goback to Berlin
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Two possible ways for DT
> Inspiration> Integration
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99% does this and so do webtw, join us at 14h15
WorkshopFacilitation> Inspiration
>
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> Integrationour drive and focus
hearing technologiesGmbH>
2-6 MonthsProjects
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Why is that?because we want our clientsto experiment the same imersiveand transforming experiencewe had at Stanford Dschool HPI
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andby doing thatre-arrange their mindsetand provoke innovation
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Still listening?
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Who’s Mimi?one of the most vibrant companies in the startup world scene
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medicaland wearablesindustries
Working in the intersection of the
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Bringing the hearing aid technology into our smartphones and allow anyone to hear better
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DURING 4 MONTHSsaywhatproject.wordpress.com
Understanding user behaviour
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Understanding user behaviour1. Why people take 5-8 yearsto do something about their hearing?2. What happens when they do care?3. What does this means to mimi?4. How to turn all of this into an adoptable product and recognizable brand?
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Understanding user behaviour1. Why people take 5-8 yearsto do something about their hearing?2. What happens when they do care?3. What does this means to mimi?4. How to turn all of this into an adoptable product and recognizable brand?
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an imersive approachtrying to feel what they feel
I can be a user!
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Cannes Lions ReviewLisbon 2015
becoming expertsby looking and reaching to: - end users- industry professionals- friends & relatives- other industries and trends
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Cannes Lions ReviewLisbon 2015
Understanding user behaviour1. Why people take 5-8 yearsto do something about their hearing?2. What happens when they do care?3. What does this means to mimi?4. How to turn all of this into an adoptable product and recognizable brand?
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Cannes Lions ReviewLisbon 2015
Journey Map
mimi
ENTUSER
AUD
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Cannes Lions ReviewLisbon 2015
Understanding user behaviour1. Why people take 5-8 yearsto do something about their hearing?2. What happens when they do care?3. What does this means to mimi?4. How to turn all of this into an adoptable product and recognizable brand?
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Cannes Lions ReviewLisbon 2015
APP experienceprototypingguided self fitting
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Cannes Lions ReviewLisbon 2015
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Cannes Lions ReviewLisbon 2015
Understanding user behaviour1. Why people take 5-8 yearsto do something about their hearing?2. What happens when they do care?3. What does this means to mimi?4. How to turn all of this into an adoptable product and recognizable brand?
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I’m a good listenerYeah, these things right here are ears.
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Cannes Lions ReviewLisbon 2015
I’m a good listenerYeah, these things right here are ears.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
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I’m a good listenerYeah, these things right here are ears.
I’m livelyThe eyes are the mirror to the soul. Blinking, winking, looking (not in that creepy Monalisa way) .All these little signs play up my human side.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
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Cannes Lions ReviewLisbon 2015
I’m a good listenerYeah, these things right here are ears.
I’m livelyThe eyes are the mirror to the soul. Blinking, winking, looking (not in that creepy Monalisa way) .All these little signs play up my human side.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
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Cannes Lions ReviewLisbon 2015
I’m a good listenerYeah, these things right here are ears.
I’m livelyThe eyes are the mirror to the soul. Blinking, winking, looking (not in that creepy Monalisa way) .All these little signs play up my human side.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
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Cannes Lions ReviewLisbon 2015
I’m a good listenerYeah, these things right here are ears.
I’m livelyThe eyes are the mirror to the soul. Blinking, winking, looking (not in that creepy Monalisa way) .All these little signs play up my human side.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
Move on upJust like in the Curtis Mayfield hit, I always go forward. That continuous movement towards the future reflects the intention to push people to hear better.
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Cannes Lions ReviewLisbon 2015
I’m a good listenerYeah, these things right here are ears.
I’m livelyThe eyes are the mirror to the soul. Blinking, winking, looking (not in that creepy Monalisa way) .All these little signs play up my human side.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
Move on upJust like in the Curtis Mayfield hit, I always go forward. That continuous movement towards the future reflects the intention to push people to hear better.
FlowI’m not contained and don’t have boundaries. It has to do with the way I think: I’m open to new ideas.
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Cannes Lions ReviewLisbon 2015
I’m a good listenerYeah, these things right here are ears.
I’m livelyThe eyes are the mirror to the soul. Blinking, winking, looking (not in that creepy Monalisa way) .All these little signs play up my human side.
I’m able to reactI literally resonate to what is being said, by showing signs of understanding. My way of nodding.
Move on upJust like in the Curtis Mayfield hit, I always go forward. That continuous movement towards the future reflects the intention to push people to hear better.
FlowI’m not contained and don’t have boundaries. It has to do with the way I think: I’m open to new ideas.
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Cannes Lions ReviewLisbon 2015
Suming up
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Cannes Lions ReviewLisbon 2015
More important than what Design Thinking is, for us, it was what it allowed us to - want to - be
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Cannes Lions ReviewLisbon 2015
Today we’re using himto break things apartand design the ways we design everything
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Cannes Lions ReviewLisbon 2015
processesbrandsservicesproducts businesses
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Cannes Lions ReviewLisbon 2015
In the Physicalor Digital Space
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Cannes Lions ReviewLisbon 2015
So why aren’t more companies workinglike this?
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Cannes Lions ReviewLisbon 2015
because it’s not easy,it takes time to- Listen- Think- Explore- Create- Fail- Do it again when necessary
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Cannes Lions ReviewLisbon 2015
we do all of this not to be “different”
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Cannes Lions ReviewLisbon 2015
but because we want our results to be
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