design thinking lab - petrolina
TRANSCRIPT
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DESIGN THINKING LAB
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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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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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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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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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Construindo a sua
ConfiançaCriativa...
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Dinâmica dos 20 círculos
2 minutosCriar várias ideias nos círculosEx.: sol, bola...
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Convergente
FazerEscolhas
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Convergente
FazerEscolhas
Divergente
CriarEscolhas
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JulgamentoAntecipadodas ideias...
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Quem aqui sabe desenhar?
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Vamos desenhar uma pessoa correndo?
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Aprender Fazendo
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Processo
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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MAS AFINAL, O QUE É
DESIGN THINKING?
“Design Thinking é uma
abordagem para inovação
centrada no ser humano.
Combina o pensamento
criativo ao de negócios, para
gerar valor e prover soluções
de longo prazo.”
Arne van Oosterom,
Fundador da DesignThinkers Group.
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“Quando você quer diferenciar os serviços de sua organização, você
precisa construir uma organização diferente.”
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“Não somos especialistas em nenhuma área específica, somos
especialistas no processo de design.”
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Vamos colocar a mão na massa?
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Re-design da entrega do presente
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Vamos criar as duplas?
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Orientações básicas
• sessões com tempo definido• individuais e outras iterativas• não antecipar etapas do processo• caos focado
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Entrevista
2 sessões de 5 minutos“uma boa conversa”
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Dig Deeper
2 sessões de 5 minutos“sentimentos e emoções”
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Descobertas
1 sessão individual de 5 minutos“objetivos e desejos”use verbos
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Insights
1 sessão individual de 5 minutoso que aprendeu com sua duplao que você vê que ele não vê?
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Definir Desejo Latente
1 sessão individual de 6 minutosdescobertas + insights1 frase
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Ideias
1 sessão individual de 8 minutos5 ideias radicaisa definição anterior é seu norte
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Feedback
2 sessões de 5 minutoscompartilhe suas soluçõescolete feedback
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Iteração
1 sessão individual de 10 minutosreflita e crie uma nova soluçãovisual thinking
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Construção
1 sessão individual de 30 minutosalgo que sua dupla possa interagir
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Testar
1 sessão individual de 15 minutossimulação da experiência
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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Será que eu conheço algum case que foi uma solução que veio do Design Thinking?
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Old, but gold.
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Qual a origem do Design Thinking?
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The Wicked Problems in Design Thinking
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DESIGN THINKING LAB
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DESIGN THINKING LAB
Quebra-gelo
• Formem grupos de 3-4 pessoas• Cada um pensa em duas histórias: uma verdadeira & uma falsa.• Cada um conta as duas histórias e o grupo tem que adivinhar se é V ou F.
15 min
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Autores
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Cases
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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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Novo Processo
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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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a velocidade de administração dos medicamentos
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33%
a confiança dos pacientes na administração dos medicamentos
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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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Como poderíamos ter uma nova experiência de ler de notícias diárias?
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Como poderíamos fazer uma grande corporação vencer uma crise?
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US$ 116
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20ª
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Eficiência vs. Inovação
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35 líderes
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DesignWorks
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O que era?
vs
O que poderia ser?
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Connect + Develop
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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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Como poderíamos reduzir o bullying nas escolas?
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Como poderíamos unir alunos que são de gangues rivais em uma sala de aula?
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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DESIGN THINKING LAB
Formação de grupos
• Formem os grupos das Startups
2 min
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DESIGN THINKING LAB
Orientação Básica
•Mantenha-se focado.• Uma conversa por vez.• Evite julgamentos.• Encoraje ideias malucas.• Construa na ideia dos outros.
2 min
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DESIGN THINKING LAB
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.
60 min
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DESIGN THINKING LAB
Entendendo o Cliente
• DORES: Quais são as suas necessidades fundamentais?• GANHOS: O que ele deseja?• TAREFAS: O que ele faz hoje para resolver o problema?
60 min
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DESIGN THINKING LAB
Geração de ideias
• O que você pode fazer para atender as necessidades, desejos e tarefas do cliente?• Quantidade é importante, não julgue as ideias!• Comece com: E SE...
45 min
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DESIGN THINKING LAB
Preparar entrevista
• Validar a proposta de valor.• Perguntas para saber intensidade das dores, tarefas mais trabalhosas, analgésicos mais importantes...
10 min
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DESIGN THINKING LAB
Realizar entrevista
• Vá conversar com um cliente que se encaixa com o Perfil do Cliente OU...• Ligue para alguém que você conhece que se encaixa com o Perfil do Cliente.
15 min
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DESIGN THINKING LAB
Butterfly Test
• Priorizar necessidades, dores, desejos do cliente.• Priorizar produtos, serviços e analgésicos.• O que é mais importante?• 3 post-its por pessoa.
5 min
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DESIGN THINKING LAB
Conceituação das Ideias
• Escolha melhor ideia/ideias que se complementam e aprofunde!• Descreva ideia.• Como ela funciona?• Por quê ela melhora a experiência?• Quem vai usar e quando?• Como pode ser implementada?
30 min
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DESIGN THINKING LAB
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?
75 min
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DESIGN THINKING LAB
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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DESIGN THINKING LAB
Jornada - Atividade
• Quais ações essa pessoa faz para alcançar seu objetivo?• Comece antes dela decidir usar o serviço.
45 min
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DESIGN THINKING LAB
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.
20 min
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DESIGN THINKING LAB
Moments of Truth
• Identifique e destaque os pontos de contato e canais do próprio serviço.
• Quais são os mais importantes?
5 min
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DESIGN THINKING LAB
Jornada Emocional
• Como você acha que a pessoa se sente em cada estágio?
10 min
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DESIGN THINKING LAB
Ações da empresa
• Quem é o responsável por cada ponto de contato?
• Quais são as atividades da empresa para oferecer cada ponto de contato?
10 min
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DESIGN THINKING LAB
Estágios da Jornada
• Destaque os grupos de ações que acontecem antes do serviço, durante e depois.
5 min
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DESIGN THINKING LAB
Contexto
• Em qual contexto a pessoa se encontra a medida que realiza as ações?
• Por exemplo: processo de embarque no avião.
5 min
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DESIGN THINKING LAB
Modelagem de Negócio
• Como podemos fazer com que o serviço seja economicamente sustentável?
• Quais valores ele gera para o cliente?
• Quais são os segmentos de clientes?
• Por quais canais vamos alcança-los?
• Por quais canais vamos nos relacionar?
• Quem paga, como e quanto vamos cobrar?
• Quais atividades e recursos chaves para a execução do serviço?
• Quanto vai custar a execução?
30 min
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DESIGN THINKING LAB
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?
10 min
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DESIGN THINKING LAB
Evolua e inove
• Mapear a jornada do cliente uma primeira vez 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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Falta pouco…
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O DESIGNTHINKING
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.
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PILARES•Colaboração
•Co-criação
•Criatividade
•Empatia
•Prototipação
• Iteração
DO DESIGNTHINKING
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Para finalizar…
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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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OBRIGADO!