design thinking weekend - manaus
TRANSCRIPT
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DESIGN THINKING WEEKEND
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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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8
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400
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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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3 a 5 anos
Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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98% Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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10 anos Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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30% Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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15 anos Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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12% 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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2% Orbiting the Giant Hairball, Gordon Mackenzie, 1998.
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Contruindo 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 25 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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Old, but gold.
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Será que eu conheço algum case que foi uma solução que veio do Design Thinking?
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Cases
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80%
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1 ano
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2 casos
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DESIGN THINKING WEEKEND
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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Qual a origem do Design Thinking?
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The Wicked Problems in Design Thinking
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Como poderíamos melhorar a experiência do serviço em viagens?
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Persona
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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 compra de passagempassagem
despachar despachar as malasas malas
aguardar aguardar embarqueembarque
fila para fila para embarcarembarcar
viagem de viagem de aviãoavião
preparação preparação das malasdas malas
a caminho a caminho do hoteldo hotel
ANTESANTES DURANTEDURANTE DEPOISDEPOIS
a caminho a caminho do do
aeroportoaeroporto
faz o faz o check-incheck-in
comentar comentar com com
amigosamigos
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Satisfação do Cliente
Expectativa vs. Experiências
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PRÉ-SERVIÇOPRÉ-SERVIÇO SERVIÇOSERVIÇO PÓS-SERVIÇOPÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas
Experiências
Satisfação
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PRÉ-SERVIÇOPRÉ-SERVIÇO SERVIÇOSERVIÇO PÓS-SERVIÇOPÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas
Experiências
Satisfação
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PRÉ-SERVIÇOPRÉ-SERVIÇO SERVIÇOSERVIÇO PÓS-SERVIÇOPÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas
Experiências
Satisfação
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PRÉ-SERVIÇOPRÉ-SERVIÇO SERVIÇOSERVIÇO PÓS-SERVIÇOPÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas
Experiências
Satisfação
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PRÉ-SERVIÇOPRÉ-SERVIÇO SERVIÇOSERVIÇO PÓS-SERVIÇOPÓS-SERVIÇO
1 2 3 4 5 6 7 8 9 10 11 12
Satisfação do Cliente
Expectativas
Experiências
Satisfação
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7000Relatório de 1999: “To Err is Human: Bulding a Safer Health System”
mortes por ano com erros de medicamentos
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1.5miRelatório 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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3.5biRelatório 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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4unidades
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50%os erros na administração de medicamentos
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15%a velocidade de administração dos medicamentos
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78% 33%
a confiança dos pacientes na administração dos medicamentos
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Como poderíamos ter uma nova experiência de ler de notícias diárias?
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US$ 90mi
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Como poderíamos fazer uma grande corporação vencer uma crise?
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US$55
US$ 116
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51ª 20ª
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Eficiência vs. Inovação
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35 líderes
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DesignWorks
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4 anos
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150
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O que era? vs O que poderia ser?
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15%
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Connect + Develop
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50%
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65%
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US$ 57 bi
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US$ 200 bi
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51ª 20ª
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10ª 51ª
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Como poderíamos reduzir o bullying nas escolas?
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95%
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Como poderíamos unir alunos que são de gangues rivais em uma sala de aula?
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Intervalo de 15 minutos...
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Re-design da Aula / Sala de Aula
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Vamos criar os grupos?
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Grupos
4 grupos de 7-8 pessoas
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Orientações básicas
• Mantenha-se focado.• Uma conversa por vez.• Encoraje ideias malucas.• Evite julgamentos.• Construa na ideia dos outros.
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Preparar Entrevista
20 minutosentrevista em profundidade“conquistar entrevistado na conversa”
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Entrevista em Profundidade
20 min para cada rodada“conquistar entrevistado”
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Mapa da Empatia
8 minutoso que o outro...diz, faz, pensa e sente
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Butterfly Test
5 minutospriorizar necessidadeso que é mais importante?3 post-its por pessoa
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Como poderíamos...?
5 minutos3 necessidades + latentesreformular o desafio usando o CP...?
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Storyboard
8 minutos1 storyborad para cada CP...?
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Apresentar Solução
1 minutocontar uma história...
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ENTENDIMENTO EMPATIA DEFINIÇÃO IDEAÇÃO PROTOTIPAGEM TESTE ITERAÇÃO
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Preparar entrevista
• Dificuldade em selecionar as ideias...• Não influência nas geração de perguntas...• Dúvidas sobre o público-alvo...• Dúvidas sobre as perguntas...
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Entrevista em profundidade
• Mudança brusca de etapas...• Poucos por quês...• Seguir muito a risca as perguntas...• Explorar novos caminhos...• Indução de respostas...
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Mapa da empatia
• Linguagem corporal...• Expressão facial...• Difícil categorizar: sente e pensa...
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Butterfly test
• Priorização mais rápida...• Grupo define o que é melhor...• Desempate rápido...
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Storyboard
• Discussão sobre o problema...• Julgamento das ideias...• “conversa em fim”
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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!