DESIGN THINKING LAB - Caruaru
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QUEM SOU EU?
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“Educação não transforma
o mundo. Educação muda
as pessoas. Pessoas
mudam o mundo.”
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“Imaginação é mais importante que conhecimento.”
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SOMOS UMA CONSULTORIA INTERNACIONAL DE DESIGN DE SERVIÇOS. AJUDAMOS ORGANIZAÇÕES E EMPRESAS EM TODO O MUNDO A ENTENDER SEUS CLIENTES E ENTREGAR SERVIÇOS DE QUALIDADE.
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No Brasil
No mundo
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QUEM SÃO VOCÊS?
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#DTLabCaruaru
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QUAL A PROPOSTA DO WORKSHOP?
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“Eu não falhei. Apenas encontrei 10 mil caminhos diferentes que
não funcionaram.”
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Design Thinker
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Torre de Macarrão
•Maior torre.•Macarrão e Marshmallow.
10 min
QUEBRA-GELO
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LEARN BY DOING
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COLABORAÇÃO
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CO-CRIAÇÃO
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EMPATIA
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OTIMISMO
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PROTOTIPAÇÃO
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CONFIANÇA CRIATIVA
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3 A 5 ANOS
Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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JÁ NA VIDA ADULTA...
Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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contruindo a sua
CONFIANÇACRIATIVA...
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Dinâmica dos 20 Círculos
• Criar 20 ideias ou mais.• Quantidade é importante.• Ex.: sol, bola...
2 min
CONFIANÇA
CRIATIVA
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CONVERGENTE
FAZERESCOLHAS
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CONVERGENTE
FAZERESCOLHAS
DIVERGENTE
CRIARESCOLHAS
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Desenhe a face de alguém
• Formem duplas ou trios. • Alguém que esteja ao seu lado.
2 min
CONFIANÇA
CRIATIVA
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JULGAMENTOANTECIPADO
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QUEM AQUI SABE DESENHAR?
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VAMOS DESENHAR UMA PESSOA CORRENDO?
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TOLERÂNCIA AO ERRO
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“Errar não é apenas parte do processo, é uma consequência necessária
na busca de algo inovador.”
Ed Catmull,
Presidente da Pixar e da Walt Disney Animation Studios.
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APRENDER COM O ERRO
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“Não pense o erro como um fracasso, pense como um experimento
projetado que permitirá você aprender mais sobre ou problema ou
solução.”Tim Brown,
CEO da IDEO
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ITERATIVO, ITERATIVO, ITERATIVO
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“O que um processo iterativo nos permite é ganhar validação durante
o caminho, isso porque nós passamos a ouvir as pessoas que de fato
usarão a solução.”Gaby Brink,
Fundadora da Tomorrow Partners
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PROCESSO
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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QUAL A DEFINIÇÃO DE DESIGN THINKING?
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“Design Thinking é uma abordagem para inovação centrada no ser
humano que combina o pensamento criativo ao de negócios.”
Arne van Oosterom,
Fundador da DesignThinkers Group.
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“Design Thinking é uma abordagem de inovação que leva em
consideração o que é desejável para as pessoas, o que é viável a nível
de mercado e que é tecnologicamente possível.”
Tim Brown,
CEO da IDEO.
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VAMOS COLOCAR A MÃO NA MASSA?
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Formação de duplas
• Formem duplas.• Uma pessoa que você não conhece.
2 min
REDESIGNDA ENTREGA DO
PRESENTE
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Orientações básicas
• Sessões com tempo definido.• Não antecipar etapas do processo.• Sessões individuais ou interativas.• Caos focado.
2 min
REDESIGNDA ENTREGA DO
PRESENTE
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Entrevista
• Sessão interativa. •2 sessões de 3 minutos.• Uma boa conversa.
6 min
REDESIGNDA ENTREGA DO
PRESENTE
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Dig Deeper
• Sessão interativa. •2 sessões de 2 minutos.• Sentimentos e Emoções.
4 min
REDESIGNDA ENTREGA DO
PRESENTE
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Descobertas
• Sessão individual. •Objetivos e Desejos.• Use verbos.
2 min
REDESIGNDA ENTREGA DO
PRESENTE
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Insights
• Sessão individual. •O que aprendeu com sua dupla. • O que você acha que a dupla sente ou pensa, mas não verbalizou com você.
2 min
REDESIGNDA ENTREGA DO
PRESENTE
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Definir
• Sessão Individual. •Desejo ou Necessidade latente. • Descobertas + Insights.• 1 Frase.
3 min
REDESIGNDA ENTREGA DO
PRESENTE
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Ideias
• Sessão individual. • 5 ideias radicais.• Definição é o seu norte.
6 min
REDESIGNDA ENTREGA DO
PRESENTE
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Feedback
• Sessão interativa. • 3 minutos para cada um.• Compartilhe suas ideias.• O que sua dupla gostou?• O que sua dupla não gostou?
6 min
REDESIGNDA ENTREGA DO
PRESENTE
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Iteração
• Sessão individual. • Reflita sobre o feedback.• O que pode reaproveitar?• Crie uma única solução.• Visual Thinking.
2 min
REDESIGNDA ENTREGA DO
PRESENTE
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Construção
• Sessão individual. • Algo que sua dupla possa interagir.•Mão na massa.
10 min
REDESIGNDA ENTREGA DO
PRESENTE
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Testar
• Sessão interativa. • Simulação da Experiência.• Espírito de ator/atriz.
6 min
REDESIGNDA ENTREGA DO
PRESENTE
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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SERÁ QUE EU CONHEÇO ALGUM
CASE DE DESIGN THINKING?
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OLD, BUT GOLD.
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“Não somos especialistas em nenhuma área específica, somos
especialistas no processo de design.”
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CASES
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COMO PODERÍAMOS FAZER UMA GRANDE
CORPORAÇÃO VENCER UMA CRISE?
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“Quando você quer diferenciar os serviços de sua organização, você
precisa construir uma organização diferente.”
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US$ 116
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20ª
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EFICIÊNCIA VS. INOVAÇÃO
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EXPLOTAÇÃO VS. EXPLORAÇÃO
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35 LÍDERES
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DesignWorks
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Connect + Develop
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15%
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US$ 57 bi
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US$ 200 bi
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20ª
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51ª
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E NA SAÚDE?
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Relatório de 1999: “To Err is Human: Bulding a Safer Health System”
mortes por ano com erros de medicamentos
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Relatório de 1999: “To Err is Human: Bulding a Safer Health System”
de pessoas por ano sofrem as consequências dos erros de administração de medicamentos
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Relatório de 1999: “To Err is Human: Bulding a Safer Health System”
de dólares são gastos por ano tratando pacientes que sofreram as consequências da má administração dos medicamento
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COMO PODERÍAMOS REDUZIR OS ERROS NA
ADMINISTRAÇÃO DOS MEDICAMENTOS?
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QUAL O IMPACTO?
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unidades
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os erros na administração de medicamentos
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33%
a confiança dos pacientes na administração dos medicamentos
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E NO TURISMO?
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COMO PODERÍAMOS MELHORAR A EXPERIÊNCIA
DO SERVIÇO EM VIAGENS?
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Persona
Paulo26 anos
“Eu sou um cara pragmático e
adoro tecnologia.”
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Comprar a passagem...
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Começou a preparar a viagem...
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A caminho do aeroporto...
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Faz o check-in...
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Despacha as malas...
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Aguarda o horário de embarque...
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Vai para a fila de embarque...
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Viagem de avião...
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A caminho de hotel...
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Compartilhar com amigos...
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compra de
passagemdespachar
as malas
aguardar
embarquefila para
embarcar
viagem de
avião
preparação
das malasa caminho
do hotel
ANTES DURANTE DEPOIS
a caminho
do
aeroporto
faz o
check-in
comentar
com
amigos
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SATISFAÇÃO DO CLIENTE
EXPECTATIVA VS. EXPERIÊNCIAS
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PRÉ-SERVIÇO SERVIÇO PÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas Experiências Satisfação
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PRÉ-SERVIÇO SERVIÇO PÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas Experiências Satisfação
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PRÉ-SERVIÇO SERVIÇO PÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas Experiências Satisfação
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PRÉ-SERVIÇO SERVIÇO PÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas Experiências Satisfação
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PRÉ-SERVIÇO SERVIÇO PÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas Experiências Satisfação
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4 MILHÕES
0
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O VALOR DAS AÇÕES
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DE DÓLARES EM PREJUÍZO
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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Formação de grupos
• Formem 2 grupos de 5 pessoas.• Seu grupo, é uma consultoria.
2 min
DESIGN THINKING LAB
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Orientação Básica
•Mantenha-se focado.• Uma conversa por vez.• Evite julgamentos.• Encoraje ideias malucas.• Construa na ideia dos outros.• Uma idea/pergunta por post-it.
2 min
DESIGN THINKING LAB
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Definição de Desafio
• O que tentaremos resolver?• Listagem de problemas. • Desafio esteja próximo...• COMO PODERÍAMOS...?
8 min
DESIGN THINKING LAB
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Quer ajuda?
• Varejo...•Mobilidade• Restaurante...• Sala de Aula...
2 min
DESIGN THINKING LAB
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Matriz de Alinhamento
• Alinhamento sobre o Desafio.• Quais são as certezas? • Quais são as dúvidas? • Quais são as suposições?
20 min
DESIGN THINKING LAB
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Preparar entrevista
• Confirmar certezas...• Tirar dúvidas...• Validar suposições..
15 min
DESIGN THINKING LAB
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Entrevista em Profundidade
• Abertura...• Expansão...• Profundidade...
15 min
DESIGN THINKING LAB
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Compartilhar entrevistas
• Abertura...• Expansão...• Profundidade...
25 min
DESIGN THINKING LAB
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Mapeamento dos Stakeholders
• Qual o ecossistema de envolvidos do contexto do seu desafio?• Liste primeiro, depois hierarquize com os círculos, no meio ficam os mais importantes e na ponta os menos importantes.
15 min
DESIGN THINKING LAB
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Entendendo o Cliente
• TAREFAS: O que ele faz hoje para resolver o problema?
10 min
DESIGN THINKING LAB
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Entendendo o Cliente
• DORES: Quais são as suas dores mais latentes?
10 min
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Entendendo o Cliente
•GANHOS: O que ele espera ter de ganho?
10 min
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Butterfly Test: perfil do cliente
• Priorizar ganhos esperados • Priorizar dores• 3 post-its por pessoa.
10 min
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Produtos e Serviços
• Geração de ideias• Produtos e Serviços• Quantidade é importante!• Comece com: E SE...
8 min
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Butterfly Test:
• Priorizar produtos e serviços
4 min
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Analgésicos
• Analgésicos indicam alívio da dor.• Quanto a dor será sanada? • É quantificável? Quase sempre!• Gera insumos para indicadores futuros da dor sanada.
10 min
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Criadores de Ganhos
• Que criadores de ganho irão promover o ganho esperado?• O que vai ter no seu produto ou serviços que vai criar o ganho que a pessoa espera.
10 min
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Prototipação: Mapa da Jornada do Cliente
• Qual a jornada do cliente a medida que ele interage com o serviço?• Quais são suas tarefas? • Quais são os pontos de contato do serviço?
40 min
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Antes de tudo: insights e oportunidades
• A medida que mapear a jornada do cliente, registre os insights e oportunidades que surgirem. Podem ser novas ideias, elementos que precisam de atenção, etc.
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Jornada - Atividade
• Quais ações essa pessoa faz para alcançar seu objetivo?• Comece antes dela decidir usar o serviço.
20 min
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Pontos de Contato
• Para cada ação, qual o ponto de contato (canais, objetos, pessoas, plataformas, etc) a pessoa se relaciona?• Não liste apenas os pontos de contato do serviço, vá além.
4 min
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Jornada Emocional
• Como você acha que a pessoa se sente em cada estágio?
4 min
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Contexto
• Em qual contexto a pessoa se encontra a medida que realiza as ações?
• Por exemplo: familiar doente a muito tempo.
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Ações da empresa
• Quem é o responsável por cada ponto de contato?
• Quais são as atividades da empresa para oferecer cada ponto de contato?
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Validação de Negócios
• Quem faz? Deadline? Duração?
• Qual a hipótese? Pode ser uma ideia, uma dor, uma proposta de serviço, uma tarefa...
• Como será validada?
• Quais métricas serão usadas?
• Qual critério será usado?
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Evolua e inove
• 1ª iteração, é só o início do trabalho.
• Valide com clientes reais o que foi preenchido e ajuste o que for preciso.
• Para cada etapa da jornada faça seções de brainstorming para gerar novas ideias sobre como melhorar a experiência do cliente.
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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SÓ MAIS UMA COISA…
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PERMITE
•Entender as pessoas
envolvidas no processo.
•Entender a troca de valores
entre os envolvidos e o que
os motiva.
•Dar um passo atrás, para
ter a visão do todo.
O DESIGNTHINKING
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PILARES•Colaboração
•Co-criação
•Criatividade
•Empatia
•Prototipação
• Iteração
DO DESIGNTHINKING