The term Design Thinking is increasingly used not only in Product Development but also in various business areas across all segments.
This approach seeks to solve problems collectively and collaboratively, where team members are involved and perfectly in sync.
This course uses a ‘Learning-by-Doing’ approach.
Throughout the session, participants will explore the key principles and tools of Design Thinking, designing the best customer experience based on a product or service. They will be inspired by how designers worked within the scope of a specific challenge to be solved during the course, allowing for greater immersion in the methodology and understanding how they can apply it in their organization.
This course is intended for Department Heads, Marketing Directors/Designers, and Commercial Managers.
1. Design Thinking
The 5 steps of the Design Thinking methodology: EMPATHIZE, DEFINE, IDEATE, PROTOTYPE, and TEST.
Framework for understanding methodology and tools, and application in a case study based on a real challenge.
2. Stakeholder Mapping
#1 EMPATHIZE – (practical exercise) Identification of stakeholders in the consumption process (product, service, experience) and mapping of the value chain.
3. Personas
#1 EMPATHIZE – (practical exercise) Identification of who the customers are, their motivations, the environments they operate in, and their desires.
4. Customer Journey Mapping
#2 DEFINE, #3 IDEATE – (practical exercises) Mapping the various moments of the customer experience in interaction with the company: identification of touchpoints (contact points), pain-points (negative moments in the customer experience), wow! moments (positive moments in the customer experience). Use of this tool in different phases of the solution development process – mapping assumptions, mapping the current reality (#2DEFINE), mapping the future vision (solution #3IDEATE).
5. Prototype Creation
#4 PROTOTYPE – (practical exercise) Based on the ideas generated, different types of prototypes will be presented, and each team will develop the one that best suits their needs. Examples: Storyboard or Roleplay.
6. Presentation and Feedback
#5 TEST – (practical exercise) Each team will present their idea and prototype in the room, gathering feedback from the other participants. This will be a way to develop and understand the testing phase of the Design Thinking methodology.
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