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Designing the ways
we design everything
Cannes Lions Review
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https://fishingforideas.wordpress.com/2012/03/15/summary-4th-day/
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That was
4 years ago
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We were back
from a Design Thinking
- one year - course
in Berlin
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Cannes Lions Review
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and we wanted
to see if it worked
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so we went
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Cannes Lions Review
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fishing
for ideas
Documentation Blog
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Wholesale
company drowning
Fishing Industry
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Lisbon 2015
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Their
Needs
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Guerrilla
Marketing?
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Brand
Activation?
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A new
Campaign?
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Re-Branding?
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Adwords?
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It was
deeper than
that
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They needed
help
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Cannes Lions Review
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People who could
listen and care about
all of the aspects
of their business
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Cannes Lions Review
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Here’s what
we did for about
3 months
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Cannes Lions Review
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Listened
to people
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Got to know
their environment
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Worked
with them
Identified patterns
of behaviour
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Cannes Lions Review
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Collected
a bunch of data
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Cannes Lions Review
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Made every piece
of information
visible
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Memorizable
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Cannes Lions Review
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Went
to the
extremes
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Mapped
all their
services
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Cannes Lions Review
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Framed
the most useful
information
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...in different
ways
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Collected all the ideas
since day one.
Even the apparently
insignificant
Used every space
for brainstorm
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Pretended
to be fishes
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Opened
the project
to the world
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Explored
as many ideas
as we could
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Prototyped
on post its
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Prototyped
team interactions
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Prototyped
services
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Prototyped
our own process
of working
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Validated
everything
with everyone
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Defined
new roles
of interaction
for everybody
in the company
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Tested a new
service and
generated
new income
since week two
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Implemented
new processes
Implemented
new processes
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And made them more
easy to adopt
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Developed
some simples
business tools
and...
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this is what we’ve
achived in the end
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Optimized processes
management & communication
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Cannes Lions Review
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Optimized processes
management & communication
Identified new channels
sales & distribution
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Reduced 2/3 of debt
negotiation & business control tools
Optimized processes
management & communication
Identified new channels
sales & distribution
and...
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Steady growth
in the last 4 years
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From this we’ve learned
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Cannes Lions Review
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From this we’ve learned
1. DT works
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From this we’ve learned
1. DT works
2. it’s more about people
than a process
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From this we’ve learned
1. DT works
2. it’s more about people
than a process Mindset
VS Methodology
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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology
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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology
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Cannes Lions Review
Lisbon 2015
From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology
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From this we’ve learned
1. DT works
2. it’s more about people
than a process
3.
Mindset
VS Methodology
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Cannes Lions Review
Lisbon 2015
and
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and
we learned
to be more open
so
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so
we opened
a fish shop
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Social Media
www.fb.com/peixariacentenaria
www.instagram.com/peixariacentenaria
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enough
about fish
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and let’s go
back to Berlin
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Two possible ways for DT
> Inspiration
> Integration
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99% does this and so do we
btw, join us at 14h15
Workshop
Facilitation> Inspiration
>
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> Integration
our drive and focus
hearing
technologies
GmbH
>
2-6 Months
Projects
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Why is that?
because we want our clients
to experiment the same imersive
and transforming experience
we had at Stanford Dschool HPI
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Lisbon 2015
and
by doing that
re-arrange their mindset
and provoke innovation
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Still listening?
Who’s Mimi?
one of the most vibrant companies
in the startup world scene
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Lisbon 2015
medical
and wearables
industries
Working in the
intersection of the
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Bringing the hearing aid
technology into our
smartphones and allow
anyone to hear better
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DURING 4 MONTHS
saywhatproject.wordpress.com
Understanding user behaviour
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Cannes Lions Review
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Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?
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Cannes Lions Review
Lisbon 2015
Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?
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Cannes Lions Review
Lisbon 2015
an imersive approach
trying to feel what they feel
I can be a user!
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becoming experts
by looking and reaching to:
- end users
- industry professionals
- friends & relatives
- other industries and trends
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Cannes Lions Review
Lisbon 2015
Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?
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Cannes Lions Review
Lisbon 2015
Journey Map
mimi
ENT
USER
AUD
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Cannes Lions Review
Lisbon 2015
Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?
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Cannes Lions Review
Lisbon 2015
APP experience
prototyping
guided self fitting
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Cannes Lions Review
Lisbon 2015
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Cannes Lions Review
Lisbon 2015
Understanding user behaviour
1. Why people take 5-8 years
to do something about their hearing?
2. What happens when they do care?
3. What does this means to mimi?
4. How to turn all of this into an adoptable
product and recognizable brand?
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Cannes Lions Review
Lisbon 2015
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Cannes Lions Review
Lisbon 2015
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Cannes Lions Review
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Cannes Lions Review
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Cannes Lions Review
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Cannes Lions Review
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Cannes Lions Review
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I’m a good
listener
Yeah, these things
right here are ears.
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I’m a good
listener
Yeah, these things
right here are ears.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
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Cannes Lions Review
Lisbon 2015
I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
www.with-company.com
all rights reserved ©
Cannes Lions Review
Lisbon 2015
I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
www.with-company.com
all rights reserved ©
Cannes Lions Review
Lisbon 2015
I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
www.with-company.com
all rights reserved ©
Cannes Lions Review
Lisbon 2015
I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
Move
on up
Just like in the Curtis Mayfield
hit, I always go forward.
That continuous movement
towards the future reflects
the intention to push people
to hear better.
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Cannes Lions Review
Lisbon 2015
I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
Move
on up
Just like in the Curtis Mayfield
hit, I always go forward.
That continuous movement
towards the future reflects
the intention to push people
to hear better.
Flow
I’m not contained and don’t
have boundaries.
It has to do with the way
I think: I’m open
to new ideas.
www.with-company.com
all rights reserved ©
Cannes Lions Review
Lisbon 2015
I’m a good
listener
Yeah, these things
right here are ears.
I’m
lively
The eyes are the mirror to the soul.
Blinking, winking, looking (not in that
creepy Monalisa way) .
All these little signs play
up my human side.
I’m able
to react
I literally resonate
to what is being said,
by showing signs
of understanding.
My way of nodding.
Move
on up
Just like in the Curtis Mayfield
hit, I always go forward.
That continuous movement
towards the future reflects
the intention to push people
to hear better.
Flow
I’m not contained and don’t
have boundaries.
It has to do with the way
I think: I’m open
to new ideas.
www.with-company.com
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Cannes Lions Review
Lisbon 2015
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Cannes Lions Review
Lisbon 2015
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Cannes Lions Review
Lisbon 2015
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Lisbon 2015
Suming up
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Lisbon 2015
More important than
what Design Thinking
is, for us, it was
what it allowed us
to - want to - be
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Lisbon 2015
Today we’re using him
to break things apart
and design the ways
we design everything
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Lisbon 2015
processes
brands
services
products
businesses
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In the Physical
or Digital Space
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So why aren’t more
companies working
like this?
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because it’s not easy,
it takes time to
- Listen
- Think
- Explore
- Create
- Fail
- Do it again when necessary
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we do all of this
not to be “different”
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but because we want
our results to be
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www.with-company.com
Tiago Nunes
tiago@with-company.com
+351 917 806 223
Rui Quinta
rui@with-company.com
+351 917 441 524

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