In this speech, Justyna Pindel shows how powerful Design Thinking is when combined with Lean Startup. To illustrate the point, she shared a story behind her worst product idea of 2017/2018 - BlockchainFiesta Conference ‘I have a dream (...)! ‘How many startups, projects, changes within organization started like that? What happens when the rush of adrenaline and dose of positive attitude is gone? What to do when you stopped believing that ‘yes, you can do it’? Justyna is CEO of Wawel Hill and co-creator of ACE! (Agile Central Europe Conference) and BlockchainFiesta Conference. During the last few years, she has worked with various startups as a marketing/business and UX strategist.

1. WAKE UP CALL FOR PRODUCT DREAMERS

2. Привіт! HELLO!

3. I’M JUSTYNA AND...

4. … I’M AN EARLY ADOPTER

5. “I HAVE A DREAM!”

7. WHY?

8. WHY?
.I have ‘know how’ about conferences

9. WHY?
.I have ‘know how’ about conferences
.I have successfully brought products to life

10. WHY?
.I have ‘know how’ about conferences
.I have successfully brought products to life
.I have a background in: marketing, UX, research and tech

11. WHY?
.I have ‘know how’ about conferences
.I have successfully brought products to life
.I have a background in: marketing, UX, research and tech
.I had some savings for the investment

12. WHY?
.I have ‘know how’ about conferences
.I have successfully brought products to life
.I have a background in: marketing, UX, research and tech
.I had some savings for the investment
.the most important: I had time and energy :)

13. DRIVING A CAR IN THE COUNTRYSIDE

14. I DID EVERYTHING BY THE BOOK...

15. I DID EVERYTHING BY THE BOOK...
.conduct market research

16. I DID EVERYTHING BY THE BOOK...
.conduct market research
.get out of the building! meet your customers

17. I DID EVERYTHING BY THE BOOK...
.conduct market research
.get out of the building! meet your customers
.find cheap and easy ways to validate your idea

18. I DID EVERYTHING BY THE BOOK...
.conduct market research
.get out of the building! meet your customers
.find cheap and easy ways to validate your idea
.before investing even $1 make sure that there is a market for it

19. SO WHAT COULD GO WRONG?

20. HOW ABOUT DRIVING A CAR IN HONKONG?

21. SO WHAT COULD GO WRONG?
.market research: done in January 2018. I came back to building the product in July 2018

22. SO WHAT COULD GO WRONG?
.market research: done in January 2018. I came back to building the product in July 2018
.social media buzz: facebook, twitter, linkedin, google adwords introduced their new policy

23. .market research: done in January 2018. I came back to building the product in July 2018
.social media buzz: facebook, twitter, linkedin, google adwords introduced their new policy
.measure your actions: trusting and getting excited about the wrong data
SO WHAT COULD GO WRONG?

24. WHAT TO DO WHEN NOTHING WORKS?

25. WHAT TO DO WHEN NOTHING WORKS?
HOW TO SPEND THE LAST 76 DAYS?

26. A. STAY BUSY BY DOING THE SAME THINGS...

27. B. CHANGE YOUR TOOLS AND APPROACH

28. START WITH A HOLISTIC VIEW

29. YOU THINK BECAUSE YOU UNDERSTAND “ONE” THAT YOU MUST,
THEREFORE, UNDERSTAND “TWO” BECAUSE ONE AND ONE MAKE TWO.
BUT YOU FORGET THAT YOU MUST ALSO UNDERSTAND “AND”.
START WITH A HOLISTIC VIEW

30. IF YOU CAN’T CHANGE THE SYSTEM,
GAME IT!

31. HOW?
.elements: e.g. change people engaged in the process, change tools
.interactions: e.g. change the marketing strategy
.purpose/function: e.g. the purpose of the conference is not to make money
but to build a brand visibility

32. START WITH DESIGN THINKING:
.EMPATHIZE .DEFINE .IDEATE .PROTOTYPE .TEST

33. LET’S RE-FOCUS ON 3 STEPS:
.EMPATHIZE .IDEATE .TEST

34. .gain an empathic understanding of the problem you’re trying to solve
.redo the user research
.divide your customers into groups
.find a representative of each of them
.create personas, empathy map, values canvas
EMPATHIZE

35. PERSONA

36. EMPATHY
MAP

37. VALUES
CANVAS

38. .the number of scams in the Blockchain world raised during the last months
.big companies in Poland are (not yet) engaged in Blockchain projects
.early adopters prefer to go for free blockchain events
.most companies’ budgets don’t support these kind of ‘self development’ initiatives
.honesty should be measured in $$
.users don’t understand the value of high quality products
NEW FINDINGS

39. Once you have a solid understanding of your users and a clear problem
statement in mind, start working on potential solutions.
Try with the Walt Disney method.
IDEATE

40. THE WALT DISNEY
METHOD

41. .turn ideas into doable actions. one by one
.observe how your users react
.track how each of your ideas affects your product or sales
.use a kanban board to plan and run experiments
EXPERIMENT

42. KANBAN BOARD

43. KANBAN BOARD

44. HAPPY END.

45. .think more work less
.ego is a bad designer
.use a holistic view on your problems
.experiment with design thinking tools
.watch, learn, improve
.constraints may boost your creativity
.stay open to learn from your experience (especially, from the bad one :)
MY #lessonslearned

46. . Donella Meadows “Thinking in Systems”
.Peter Senge “The fifth discipline”
.Tim Brown “Change by design”
.Tom Kelly “The art of innovation”
.Jeanne Liedtka, Tim Ogilvie “Designing for Growth: A Design Thinking Tool Kit for
Managers”
.Kevin Bennett “Solving Problems with Design Thinking: Ten Stories of What” Works
#ToRead

47. велике спасибі
Thank you!
Ideas? Questions?
justyna@wawelhill.com
@justpindel