Applying design thinking methods to ideate, prototype and test new business models.

1. 1
DESIGN THINKING
FOR BUSINESS INNOVATION
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3. DESIGN THINKING:
A HUMAN-CENTERED APPROACH

4. SYMPATHY IS FEELING COMPASSION, SORROW, OR PITY FOR THE
HARDSHIPS THAT ANOTHER PERSON ENCOUNTERS,
WHILE EMPATHY IS PUTTING YOURSELF IN THE SHOES OF ANOTHER IN
ORDER TO UNDERSTAND THE EMOTIONS, IDEAS, OR OPINIONS OF
THAT PERSON.
Image Credit & Source:: oracle

5. 3 LENSES ON YOUR BUSINESS IDEA
YOU’LL PROBABLY FIND IT EASY TO
FOCUS ON TWO OF THE THREE
THAT THIRD ONE IS THE KILLER,
AND IT CAN’T BE IGNORED!
Business Model Canvas

6. 3 LENSES ON YOUR BUSINESS MODEL

7. EMPATHYZE

8. CUSTOMER SEGMENTS ?

9. EMPATHIZE
BEFORE DEFINE
What is the problem you
are trying to solve? Why?
Who are you designing
for?
What do they care about?
What do they need?
How do you engage?
What motivates them?
What do they like? Dislike?

10. GET SMART FAST !
OBSERVEIMMERSE ENGAGE/
INTERVIEW

11. DESIGN THINKING METHODS:
INTERVIEW FOR EMPATHY
“Tell me a little bit
about
(your experience today . . . ,
how you use . . . ,
what you think about . . .)”

12. DESIGN THINKING METHODS:
INTERVIEW FOR EMPATHY
“Can you
tell me about the first time you
______?
What do you remember about that (day)?”
“What was your best/worst/craziest/most
memorable experience with
(area of

13. DESIGN THINKING METHODS:
INTERVIEW FOR EMPATHY
“Why
do you say that? . . . “Tell me
more.”
“How did you feel at that moment, when ____
happened?”
“Could you tell me why is that
important to

14. DESIGN THINKING METHODS:
OBSERVATION
WHAT HOW WHY
EmotionalConcrete

15. DESIGN THINKING METHODS
SYNTHESIS
EMPATHY MAP

16. DESIGN THINKING METHODS
SYNTHESIS EMPATHY MAP
Quotes &
Defining Words
Actions &
Behaviours
Thoughts &
Beliefs
Feelings &
Emotions
<<<Observed /Explicit Inferred/Implicit >>>

17. DESIGN THINKING METHODS
SYNTHESIS
First Next Then
JOURNEY MAP

18. 1. Who 2
3. Phases
4. Actions
5. Thoughts
6. Emotional Experience
7.
8.

19. THE DISPUTE OVER METHODS
Image Credit & Source: d.school Stanford

20. DEFINE

21. 21
VALUE PROPOSITION:
WHAT PROBLEM ARE YOU SOLVING?

22. IT’S TIME TO FOCUS
Image Credit & Source: iwww.sensetosolve.com/design-thinking/

23. Point of View Ad:
Challenge
Design the IDEAL Wallet
Security-obsessed business woman
travelling a lot SEEKS a way to carry
multiple currencies, ID, tickets and
sensitive data without fear of
consequences if lost or stolen. Solutions
that to not require showing up my
expensive mobile phone in dangerous areas
are a must.

24. IDEATE

25. IDEATE

26. DESIGN THINKING METHODS:
HOW MIGHT WE ? (HMW)

27. Design the IDEAL Wallet
Security-obsessed business woman travelling a
lot SEEKS a way to carry multiple currencies,
ID, tickets and sensitive data without fear of
consequences if lost or stolen. Solutions that
to not require showing up my expensive mobile
phone in dangerous areas are a must.
Alleviate tension:
Explore the opposite:
Question an assumption:
Create an analogy from need:
Change a status quo:
HMW use a wallet for a self defence?
HMW prevent pickpockets from stealing?
HMW make a wallet like a portable safe
deposit box?
HMW make locating a missing wallet fun?
HMW remove the need to carry a wallet?
Point of View
How Might We
Challenge

28. EXPLORE THE SOLUTION SPACE
Image Credit & Source: iwww.sensetosolve.com/design-thinking/

29. PROTOTYPE

30. PROTOTYPE

31. YOU CAN PROTOTYPE ANYTHING!

32. METHODS

33. METHODS

34. METHODS

35. SERVICE PROTOTYPES

36. METHOD: SERVICE BLUEPRINTSKey
Activities,
Resources&
Partners

37. BUSINESS MODEL PROTOTYPES

38. YOU CAN PROTOTYPE ANYTHING!
business model

39. Created on:
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40. Created on:
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41. What if
we charge
10x more
?
What if the
customer is
payed
to use the wallet
?
What if
payments
were free
?

42. PROTOTYPES WITH NUMBERS
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43. TEST

45. SHOW, DON’T TELL
Image Credit & Source: iwww.sensetosolve.com/design-thinking/

46. LET THE PROTOTYPE
TALK
Don‘t defend your idea …
it’s for the users not for you!
Observe their experience
Engage them
Be receptive and thankful
for feedback

47. BUSINESS
MODEL TEST?
If there was a solution, would
they buy it?
Would they buy it from you?
..
Test the riskiest assumptions
in your business model !

48. A LEAN STARTUP APROACH

49. SELL IT BEFORE YOU BUILD IT

50. LET THE MVP TALK
The Minimum Viable Product is
not a prototype. Its goal is to test
fundamental business hypotheses
It should demonstrate positive
improvements in core metrics,
backed up by data collected
from real customers/prospects
Activation
47% conversion
Activation
20%. Conversion

51. 51
Happiness
> 4stars
LTV
5 €
MRR
22,5 K €
CHECK
MVP
RESULTS
AGAINST
YOUR
GOALS
…
ITERATE
early adopters
1000
Engagement
> 5min/day
Adoption
> 6% DAU/MAU
Task Success
> 75% ok
Retention
> 50% day7
Referral
> 10%
Acquisition
> 5% TTR
CAC
0.5 €
Aquisition
> 10%
Activation
> 10% CR
Quality
<1% crash/session
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52. A GREAT BUSINESS MODEL
VALIDATES ALL THREE LENSES
PEOPLE
TECHNOLOGY
BUSINESS
INNOVATION

53. BUILD SOMETHING REMARKABLE

54. YOU NEED A
GROWTH PLAN
What are you going to
test, which channels are
you going to focus on,
what you’re going to use to
drive acquisition rates,
what incentives we’ll offer
to boost retention rates,
etc..
Created on:
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55. 55
METACANVAS:
FROM DESIGN THINKING
TO DESIGN DOING
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