Emotions 

are important
for innovation so we
should not under-
value emotions when
innovating but use
them and regard them
as important in the
process, from the start
until the end.
Our emotions trigger
creativity and in that
way trigger innovation.
Design attitude
Focus on people
Storytelling
Be visual
Build to think
Caos Management
Act
Collaborate
DESING
THINKING
PROCESS
understand
Observe
define
ideate
prototype
test
Diverge/Converge
Understand the
context

Empathize with the

people 

Ask the right

questions

Redefine the
challenge
design research

interviews

empathy map
Market research

•Generate value for

the Company

•Gathering data 

•Analytic processes 
We work with people that
have complex lives, they
interact and have
relationships beyond the
purchasing transactions. 
When you research for design 
your focus is...

Not explain reality, but

transform it
Don't tell me how the nervous system of a
dragon works...
Tell me how to tickle to make him laugh
How to begin
Desing Research
(Desing Thinking) 
 1
Go outside 
Observe people's
behaviors
Ask people
Mix with people 
 •2

Explore
Social
Networks
Blogs 
Forums 
Virtual
meetings 
Search on the internet
Design Thinking
Panel
 
Post-it 
Strings
Tape... 
 See things
with a
different
perspective
To find a solution to the problems
of homeless in San Francisco, The
resercher spent two days on the
streets with only $ 5/day. He slept
in doorways, in the street, on a
park bench, almost always during
the day. He had to ask for a spare
change and live with homeless
people. The most serious
problem detected was the quality
of sleep, since no place or surface
was suitable for a restful sleep. As
a solution, a padded cardboard
was developed, so when
moistened grows to form a small
mattress that remains soft and
dry for hours.
To understand the problems of
patients that stay for days or
weeks in a hospital, the
observer pretended to be a
long-term chronic patient. He
found that most of his time
was spent staring at the
ceiling. Luminaires, screens
and other devices were
installed to relax the patients.
 What makes you move?
THINKING
AND
FEELING  What are your worries?

What is that so important to

you, but you never tell
anyone?

What are your expectations? 

 What do you hear in your professional

He ar environment ?

What do your friends and family tell

you?

Who are your main influencers?

How do they do that?

 D O Behavior in public

Y & What is he saying is important for

SA him?

Who is talking to?

Are they differences between what

he thinks and what he is doing? 
 SEE
How is your
environment?
What kind of offers
are you exposed to?
Who are the key
people around?
What problems do you
face? 
PAINS

What frustrates you? What fears or risks What obstacles do

concern you? you find on the way?
 GAINS 

What would you really like to

achieve?
What does success mean to
you?
How do you try to be
successful?
1. Choose the
population

Few or we will lose

focus

At least two
variables will be
used, then we can
specify more and
define our target
group more
precisely.
2. HUMANIZE
Storytelling
•It is not about
talking about
population, but
about people.
•What is your
name?
•Where do you
live?
•What do they do
for a living?
3. VALIDATE

•The work does

not end with
imagining what
the citizen is
like ...
•We must try to
validate the
hypotheses with The more empathy techniques
multiple empathy
techniques. we use, the better we will be
able to get to know our target
customer.
The Social
Interview
Prepare the objectives
and questions.

•Who is he with?
•Where is he?
•What I want to learn.
•Empathize ... don't scare.
Just one person per interview
Open questions
differentiate behavior
from opinions

Always speak in
present or past, never
conditional or future. 
Prepare to hear things
you don't want to
hear
Hear and Talk 
Repeat using the same words. Change the
meaning of the words to confirm.
Write down the 5 lessons learned as soon as
possible.
Don't record the interview. 
Don't write in front of the interviewee
Say Thank
You