This document discusses design thinking and its application. It begins with introductions of the author and their background in design and entrepreneurship. It then discusses key aspects of design thinking, including that it is a user-centered approach to problem solving. The document outlines the typical 5 stages of design thinking: empathize, define, ideate, prototype, and test. It provides an example of applying these 5 stages to address the "wicked" problem of how to improve the claims process for an auto insurance company.

1. Design Thinking
by @jeanmauris

2. Jean Mauris
18 years designer
Reklāmas Tilts, one.lv, Mediaparks, Delfi, True Vision …
16 years entrepreneur
True Vision, YouSayToo, eegloo accelerator, BranchTrack
5 years startup hustler
eegloo portfolio, BranchTrack …

3. @jeanmauris

4. @jeanmauris

5. @jeanmauris

6. “Design is not just what it
looks like and feels like.
Design is how it works.”
Steve Jobs
@jeanmauris

7. We are all designers
@jeanmauris

8. DESIGN is to DESIGN the DESIGN of a DESIGN
Awkward truth
@jeanmauris

9. DESIGN is to DESIGN the DESIGN of a DESIGN
term
Awkward truth
@jeanmauris

10. DESIGN is to DESIGN the DESIGN of a DESIGN
term process
Awkward truth
@jeanmauris

11. DESIGN is to DESIGN the DESIGN of a DESIGN
term process architecture
Awkward truth
@jeanmauris

12. DESIGN is to DESIGN the DESIGN of a DESIGN
term process architecture product
Awkward truth
@jeanmauris

13. Make people want things
@jeanmauris

14. Make people want things
!
@jeanmauris

15. Make people want things
Make things people want
!
@jeanmauris

16. One funny thing…
@jeanmauris

17. And one serious thing…
The time, place, conditions and
circumstances within which decisions are
made, and products are used have in impact
on the level of satisfaction …
Research practice that ignores
context is doomed.
Jane Fulton Suri (2005)
@jeanmauris

18. Design thinking is a
user-centred
approach for
solving problems"
@jeanmauris

19. Actually design
thinking is less
about thinking and
more about doing#
@jeanmauris

20. @jeanmauris

21. “If you always do what you
always did you will always get
what you always got.”
Albert Einstein
@jeanmauris

22. More practical why's…
@jeanmauris

23. More practical why's…
• Competitive markets
@jeanmauris

24. More practical why's…
• Competitive markets
• Product is not just UI and UX
@jeanmauris

25. More practical why's…
• Competitive markets
• Product is not just UI and UX
• You must understand product to build UI/UX
@jeanmauris

26. More practical why's…
• Competitive markets
• Product is not just UI and UX
• You must understand product to build UI/UX
• Context behaviour is the key
@jeanmauris

27. More practical why's…
• Competitive markets
• Product is not just UI and UX
• You must understand product to build UI/UX
• Context behaviour is the key
• Building product to be used in the context
@jeanmauris

28. 5 stages cycle
@jeanmauris

29. 5 stages cycle
Empathise
@jeanmauris

30. 5 stages cycle
Empathise
Define
@jeanmauris

31. 5 stages cycle
Empathise
Define
Ideate
@jeanmauris

32. 5 stages cycle
Empathise
Define
Ideate
Prototype
@jeanmauris

33. 5 stages cycle
Empathise
Define
Ideate
Prototype
Test
@jeanmauris

34. 5 stages cycle
Empathise
Define
Ideate
Prototype
Test
@jeanmauris

35. A “wicked” problem
of KASKO
@jeanmauris

36. The challenge
@jeanmauris

37. The challenge
Guy you are
selling to
@jeanmauris

38. The challenge
Guy you are
selling to
Guy that is using
your product
@jeanmauris

39. Empathise
• Happy (new car)
• Not expecting an accident
• Must do this (leasing)
• …
• Stressed and angry
• Seeking for a support
• Re-scheduling stuff
• …

40. Define
• Choosing the best price
• Make it fast
• …
• Need a help
• Life without a car
• …

41. Ideate
• Comparison table
• Online purchase
• …
• Support hotline & chat
• Claim processing feedback
• …

42. Prototype
• Comparison table A4
• Mock-up an online form
• …
• Chat/hotline scenario
• SMS notifications
• …

43. Test & Measure
• Comparison table A4
• Mock-up an online form
• …
• Chat/hotline scenario
• SMS notifications
• …

44. 5 stages of Design Thinking
Empathise
Define
Ideate
Prototype
Test
@jeanmauris

45. Q&A
@jeanmauris