Welcome

Get to know your customers

Using Design Thinking

Paulo Armi, 6 Oct 20

 Paulo Armi
Design thinker and visual designer

• Designer by trade
• Entrepreneur by heart
• Creative leadership and
customer behaviour
• 10+ years experience working
across digital, print and
emerging technologies
• Currently working at Echos
Innovation Lab
 On our agenda
Design thinking and customer research, tools and case studies

1. Design Thinking What is it, and why does it matter?

2. Tools and frameworks Essential tools that you can start using right away
3. Case study

Q&A
 A quick note
before we start

• I’ll send you a copy of the presentation

• I’ll email the tools and extra resources
• You can write your questions down in the chat, but also feel free to stop
me at any point
• enjoy the presentation
Why Design Thinking
design thinking

It’s a human-centred approach

to problem-solving.
design thinking brings together

technically financially
possible viable

desirable
It starts with people and their needs
Don’t start with products.
Start with people!
Product-centred Human-centred
design design
“Design is not about things, but about what
the things make us do”

Kate Canales
Lecturer and Chair of the Department of Design at the University of Texas.
Ex IDEO and Frog Design.
“It’s all about people”
Design Thinking Process
The double diamond
double diamond

It’s a framework for successful product

development
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Problem Solution
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Reduce risk
and uncertainty
Right Right
Problem Solution
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Get to know your Create products and

customers services
double diamond

1. Discover
 what are we trying to learn
and what are our hypotheses?
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Hypothesis
If people eat less
chocolate, their health
will improve

Observation
How might we
People have been eating
help people eat less
way too much chocolate
chocolate and stay
and that’s not good for
healthy?
their health

Search for the

right problem
research
Interviewing
What people say
they do

Participative Ethnographic
research perspective
Do what people do Observe what people really do
double diamond: end of phase 1

1. Discover 2. Define 3. Develop 4. Deliver

double diamond

2. Define
 It’s all about synthesis
and definition of a point of view
create clusters and find themes

• Have any patterns emerged?

• Is there an idea/theme you
heard again and again?
• A consistent problem that
people face?
• What feels critical?
• What surprised you?
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Observation
HMW
People have been eating
help people eat less
way too much chocolate Who is the persona?
chocolate and stay
and that’s not good for
healthy?
their health

Right
Problem
create a persona: fictional characters created upon your research to represent
different user types

Age, gender, place of residence, marital status,

hobbies, leisure time, education and training, role,
social environment.
persona vs market research: examples

Persona: Jack, 37, eats chocolate every day. He is concerned that this is making him fat. He is
going through a career change and he just found out that his wife is pregnant, so he want to
improve his health and be a good example for his kid.
extract the key insights: provocative statements about human behaviour,
framed as universal truths.

Persona (character):
Action, situation:
Aim, need, outcome:
Restriction, obstacle, friction:
extract the key insights: example

Persona (character): Jack

Action, situation: wants to eat less chocolate,
Aim, need, outcome: because it makes him fat
Restriction, obstacle, friction: but it relieves anxiety.
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Observation Insight:
How might we
People have been eating Jack wants to eat less
help people eat less
way too much chocolate chocolate because it
chocolate and stay
and that’s not good for makes him fat, but it
healthy?
their health relieves anxiety

Right
Problem
reframe the question

How might we (verb)

for the (persona)
so that they (outcome)?
how might we: examples

How might we: How might we help

For: Jack
So that: so that he can deal with what’s making him anxious?
make sure you’re addressing the right problem

How might we help Jack eat less chocolate?

Jack wants to eat less chocolate

because it makes him fat, but it relieves anxiety

How might we help Jack

so that he can deal
with what’s making him anxious?
double diamond

1. Discover 2. Define 3. Develop 4. Deliver

Observation Insight:
How might we How might we
People have been eating Jack wants to eat less
help people eat less help Jack so that he can
way too much chocolate chocolate because it
chocolate and stay deal with what’s making
and that’s not good for makes him fat, but it
healthy? him anxious?
their health relieves anxiety

Right
Problem
double diamond: recap

1. Discover 2. Define 3. Develop 4. Deliver

Observation Insight:
How might we How might we
People have been eating Jack wants to eat less
help people eat less help Jack so that he can
way too much chocolate chocolate because it
chocolate and stay deal with what’s making
and that’s not good for makes him fat, but it
healthy? him anxious?
their health relieves anxiety

Reduce risk
and uncertainty
Right Right
Problem Solution
 Key takeaways

• Evidence-based approach to get to know your customers

• Always start with people and their needs
• The right research method helps uncover deeper insights
• Deeper insights help us focus on the right problem to solve
• This method reduces risk and uncertainty when doing customer discovery
Thanks
pauloarmi@outlook.com