10/02/2014

Workshop 1
Serge Van Oudenhove
 WHAT IS
DESIGN
THINKING ?
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 “Design thinking can be described
as a discipline that uses
the designer’s sensibility and methods
to match people’s needs
with what is technologically feasible and
what a viable business strategy can convert
into customer value and market opportunity.”
Tim Brown (Ideo)

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 Design thinking is a problem solving method
Five Iterative Steps Process

Empathize Ideate

Define Prototype

Test

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 1. EMPATHIZE
Empathize Ideate

Define Prototype

Test

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 WHAT is the empathize mode ?

Empathy is the foundation of a human-centered design process

• Observe: View users and their behavior in the context of their lives

• Immerse: Experience what your user experience

• Engage: Interact with and interview customers

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 Observe and look through customers’ eyes…

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 Live like the customers…

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 And interact with users through interviews

HOW to prepare for an interview:

• Brainstorm questions

• Identify and order themes

• Refine questions: How the user FEELS

Read the Interview Preparation guide from the D.School

12 http://www.oercommons.org/media/upload/authoring/1686/documents/dSchool_interview.pd
 GO OUT TO TALK TO
YOUR CUSTOMERS !
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 2. DEFINE
Empathize Ideate

Define Prototype

Test

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 WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ?
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 “If I had an hour to solve a problem solution. I would
spend the first fifty minutes determining how to…

Frame the problem

...for once I know the proper question to ask
I can solve the problem in less than 5 minutes”

Albert Einstein

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 WHAT is the define mode ?

Synthesize your empathy findings into needs and insights

• Focus rather than flaring

• Develop a deep understanding of your users

• Come up with an actionable problem statement

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 Some useful empathy tools
Empathy Map Value Proposition Canvas

The Customer Journey Map

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 The Empathy Map

Relying on your interview notes, write what the customers

Read the Empathy Map article

http://fr.slideshare.net/Solvay_Entrepreneurs/fiche-toolkit-empathy-
map?utm_source=ss&utm_medium=upload&utm_campaign=quick-view
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 The Value Proposition Canvas

Relying on your interview notes, define what are the customer’s

• Jobs to be done

• Pains

• Gains

Read the following article

http://www.innovationexcellence.com/blog/2012/10/07/the-value-proposition-canvas/

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 The Customer Journey Map

Describes the journey of a customer and emphases on

• The goal of your customers

• The customer experience flow

• The touch points that characterize the service experience

• The interaction and the relationship

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 The Customer Journey Map

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 3. IDEATE

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 3. IDEATE
Empathize Ideate

Define Prototype

Test

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 WHAT IF ?

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 WHAT is the ideation mode ?

Focus on idea generation

• Going Wide in term of concepts and outcomes

• Flaring rather than Focus

• Explore a wide solution space

• Quantity and Diversity of ideas

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 Ideation is a team exercise

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 Some useful ideation tools
Brainstorming Mind-Mapping

Visual-Thinking

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 4. Prototype
Empathize Ideate

Define Prototype

Test

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 WHAT is the prototype mode ?

Getting ideas out of our head in a physical world

• Several physical forms

• Linked to the progress of your exploration

• Explore possibilities with rapid iterative prototyping

• Fast learning approach

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 A prototype can be anything…

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 Linked to the progress of your project…

http://www.wired.com/design/2013/09/appseed-transforms-your-sketches-into-app-prototypes/

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 In order to learn fast from your users

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 Prototypes are most successful
when people interact with them…

…What you learn from those interactions

can help drive deeper empathy,
as well as shape successful solutions.

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 Prototyping a mobile app
Design Build

Mobile user experience Mobile technology

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 BUILD THE
EXPERIENCE,
NOT
THE TECHNOLOGY !
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 5. TEST
Empathize Ideate

Define Prototype

Test

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 “Failure is simply the opportunity to begin again,
this time more intelligently.“
Henry Ford

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 WHAT is the Test mode ?

Testing is the chance to refine your solution

• Real context in use

• Hypothesis validation

• Get feedback from our users

• Use Metrics
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Test it in the real context
 Get Feedback

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 Metrics that matters

• Number of users

• Conversion

• Engagement

• Virality

• App-Ranking
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 User-Centered Design Process

EMPATHIZE DEFINE

TEST IDEATE

PROTOTYPE

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 BUSINESS MODEL
DESIGN
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 “A business model described the rationale of how an
organisation creates, delivers, and captures value”
Alex Osterwalder

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 questions
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 A Business Model

Who?

What ?

How ?

How Much ?
Markides (1999)

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 The 4 mains questions are…

• Who is the customers ?

• What is the bundle of product and services ?

• How to create and deliver the value ?

• How much cash-flows are generated ?

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 4 Questions

How ? What ? Who ?

- +
How Much?

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 9 Building Blocks

How ? What ? Who ?

- Key Activities - Product - Customers segments
- Key Ressources - Service - Channels
- Partnership - Customer relation

-€ -
How Much? +
+€
Cost structure Revenue Streams
Financial Aspect

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 The Business Model Canvas

• 9 Building Blocks

• Concept and relations between building blocks

Alexander Osterwalder & Yves Pigneur (2009)

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 Building
Blocks
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 9 Building Blocks
Key Customer
Activities Value Proposition Relationships
Key
Partnership
Customer
Key Segments
Resources

Channels

Cost Revenue
Structure Streams
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Business Modeling
 Building Blocks

1. Customer Segments
• Mass Market
• Niche Market
• Segmented
• Diversified
Who ?
• Multi-sided Platforms

Who are your most important clients ?

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 Building Blocks

2. Value Proposition
• Newess
• Performance
• Getting the job done
• Design
What ?
• Usabililty
• …
What is your solution to the problem ?
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Business Modeling
 WHAT IS
THE PROBLEM
YOU WANT TO
SOLVE ?
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 The product-market fit
Le Value Proposition Canvas Alexander Osterwalder (2012)

What ? Who ?

 Empathize
 Define the problem to solve
 Ideate the solution that fit the problem
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Business Modeling
 The value proposition designer

What ? Who ?

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Business Modeling
 Some value proposition examples

Capture and share the world’s moments.

Give people the power to share and make the world

more open and connected.

Makes it easy to remember things big and small from everyday

life using your phone, tablet, computer and the web.

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Business Modeling
“In the mobile context, you need to explain what you do
in 30 seconds or less because people move on to the
next shiny object...

…. There are so many apps and people are vying for

your attention on the go…

... You're not sitting in front of a computer; you're at a

bus stop or in a meeting."
Kevin Systrom
Instagram Founder
 Value proposition workshop

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Business Modeling
 Value proposition workshop

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Business Modeling
GET OUT
OF THE
BUILDING !
 Building Blocks

3. Channels
• App Store and Android Store
• API
• Web-site and social network
• Blog, reviews, YouTube video
Who ?
• People and virality
• Sales Forces
How to attract customers ?
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Business Modeling
 Building Blocks

4. Customer relationships
• Engagement plan
• Automation
• Community
• Network effect
Who ?
– Same-Side
– Cross-Side

How to keep customers ?

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Business Modeling
 Building Blocks

5. Revenue streams
• Build the audience first
• Some revenues streams

Who ?

How to make money ?

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Business Modeling
 Building Blocks

6. Key activities
The most important things that the company must do
• Design
• Development
• Grow users base throug Marketing
How ?
• Data Analysis

What are the key activities ?

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Business Modeling
 Building Blocks

6. Key activities

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Business Modeling
 Building Blocks

7. Key ressources
The most important assets of the company
• Human
• Financial
• Data and mobile app
How ?
• Technology Infrastructure

What are the key ressources ?

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Business Modeling
 Building Blocks

8. Key partners
Networks of suppliers and partners
• Google Play and App Store
• Blog and ambassadors
• Business Angel and VC’s
How ?
• Innoviris

Who are your key partners ?

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Business Modeling
 Building Blocks

9. Cost Structure
• Development
• Marketing
• Servers

What are the main costs ?

How Much ?
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Business Modeling
 The Business Model Canvas
How ? What ? Who ?

How Much ?
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Business Modeling
 Development
App Store Automation
Social Network
Google Play Design Take and share Users
great pictures Web Forum
Grow user
Investors base

App Store Developer

Server and Great photos Google play
Data (photo) APIs

Hosted Site and APIs

Platorm

FREE
Marketing Development
FREE

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 WHAT IS YOUR
BUSINESS MODEL ?
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 Business model workshop

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 At this stage, it is only a set of hypothesis…

? ?
? ? ?
? Hypothesis

?
Hypothesis

Hypothesis
? ?
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 TEST IT !

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 Go out and validate your hypothesis

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 THANKS FOR
YOUR ATTENTION
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