Publication

Three fundamental tools of Design Thinking

15 of June 2016
Executive Education INCAE

El Design Thinking It is a very intuitive methodology that allows, through a series of innovative ideas, to develop a process for identifying opportunities to understand and meet the real needs of users.

Developed theoretically in the 1970s, it involves a radical type of collaboration, neglecting individuality and focusing on finding group solutions to clients' needs.

Leaving the comfort zone, taking risks and generating uncertainty is part of the elements that must be impregnated to the client to achieve the best result using this technique.

There are three central tools of the Desing Thinking philosophy that are fundamental to achieve the success of a project and design memorable experiences for users:

Development of the person

We need to imagine an average client who has a series of characteristics, who belongs to a segment, has a name, a profession, manages certain habits and has preferences. Only on this basis of anthropological approach can we be sure that we are understanding the client, their circumstances and characteristics to design relevant solutions.

Empathy Map

It is a very useful tool. It is divided into four quadrants that must be entered during the process:

- Thoughts and beliefs regarding the problem that needs to be solved.

- Feelings and emotions that the client experiences along the route in search of the solution to these problems.

- Actions and behaviors you have during this process.

- Words and quotes he makes.

This way of mapping emotions, beliefs, words and behaviors will give us a much more precise idea of ​​the problems and pains that we must solve in the process of designing solutions.

User experience map

A division of neutral, positive and negative emotions must be made.

By mapping the user experience along the route, in this way it is possible to identify the negative points in which it is necessary to intervene to identify problems and solve them.

It is the most comprehensive and comprehensive way to approach the user and deliver not only a partial solution, but a set of solutions that will build the experience that this customer experiences.


Excerpt from the webinar: “Service Design: creating memorable experiences”, dictated by Professor Guillermo Cardoza, Academic Director of the 'Service Design: from idea to prototype' program.

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