1. IDEATION
PROCESS
Service Design Katarzyna Młynarczyk, Socjomania
Design Thinking Meetup, Warsaw
@image courtesy of Design Thinkers Academy Barcelona July 2014

2. What is Ideation
in service design?

3. Place of ideation process
image courtesy of http://www.ssireview.org/

4. Place of ideation process
source: Marc Stickdorn

5. http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014

6. GO WILD!
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014

7. What’s the role of ideation?
"Making a huge improvement of customer
experience does not necessarily include a
big investment. Very often it rather takes a
bit of creativity to make a difference.
Service design is all about creating a SPACE
to come up with such new IDEAS".
Mark Stickdorn, co-author of “This is service design thinking”

8. We follow the Research
and enter the Creation
(Ideation)

9. Well-structured PROBLEM STATEMENT
PROBLEM STATEMENT
1. What is the context of the problem?
2. Why is it a problem?
3. Who has the problem?

10. There’s NO IDEATION without a problem
KEY INSIGHTS
“I… (customer action)
because… (need/want)
but… (friction)”

12. Research->Personas->Customer Journey->Storyboards>
IDEATION
image courtesy of Kate Młynarczyk

13. ? Problem statement
How might we help Roberto get
the maximum out of his weekend
in Warsaw

14. Role of FACILITATOR
Stimulate (remember GOING WILD!)!
Organise WARM-UPS to boost !
Group energy!
Leading the group!
Creating SAFE SPACE

15. Triggery
FORM
of ideas generating
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014
image courtesy of Design Thinkers Academy

16. Triggery
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014
image courtesy of Design Thinkers Academy
Sketches

17. Triggery
Just Post-its
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014

18. Triggery
LEGO figures
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014
image courtesy of NEXT Berlin Conference

19. Project: Lasy Państwowe - Education
Triggery
image courtesy of Socjomania

20. Project: Lasy Państwowe - Education
Triggery
Instagram showed as
a wooden frame with
inspirations
image courtesy of Socjomania

21. Triggery
3D figures
image courtesy of Socjomania

22. Use stakeholders to…
ROLE PLAY
image courtesy of Kate Młynarczyk

23. STIMULATION
YES, AND…!
YES, BUT…!
How, might we…!

24. Techniki - rodzaje
zasada:! !!!1
ołówek --- 1 kartka - 1 osoba wiele głów! !1
ołówek - wiele kartek! !
Wiele ołówków ---- Wiele kartek.!
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014
image courtesy of Kate Młynarczyk

25. Not a creative group?
Kippling Method
Practical Tools and Wise Quotes on | Menu | Share | Search | Settings A l|l Matters Creative
http://creatingminds.co.uk/tools/kipling.htm

26. Metoda Kipplinga
Practical Tools and Wise Quotes on | Menu | Share | Search | Settings A l|l Matters Creative
http://creatingminds.co.uk/tools/kipling.htm

27. Techniques - factors

28. http://creatingminds.co.uk/tools/tools_ideation.htm

29. One page-Many pens Many pages-Many pens

30. Jaką potrzebę zaspokajamy?
Jakie doświadczenie dajemy?
image courtesy of Kate Młynarczyk/ Design Thinkers Academy

31. STEPS TO FOLLOW
Create a problem statement first (be sure everyone
in the group agree with that statement)
Choose a facilitator
Organise SAFE SPACE
Start generating ideas (chosen method)
Choose Ideas (with specific technique) - make an
IdeaPortfolio

32. SO GO WILD!
http://frob.pl/wp-content/uploads/2014/06/mBank.pdf Robert Piotr Hibner, czerwiec 2014

33. ONLINE TOOLS

34. ONLINE TOOLS

35. ONLINE TOOLS

36. ONLINE TOOLS
You can invite your customer
to this process

37. Mindmapping - XMIND/Google Drawing

38. Mindmapping - XMIND/Google Drawing

39. image courtesy of Design Thinkers Academy

41. What need do we meet?
What experience do we give?
Excitement

42. Excitement
Performance
What need do we
What experience do we give?

43. Excitement
Performance
What need do we
What experience do we give?
Basic

44. Do you meet BASIC needs?
Excitement
Performance
Basic

45. What is
Feasibility?

46. The feasibility study is an evaluation and analysis
of the potential of a proposed project which is based
on extensive investigation and research to support
the process of decision making.!
!

47. The feasibility study is an evaluation and analysis
of the potential of a proposed project which is based
on extensive investigation and research to support
the process of decision making.!
!
COST
(time+budget)

48. Choose the best ideas
- techniques

49. Choose at first the least
possible ones - X

50. Test 100$
How would you spend your
100$ on ideas?

51. CONVERGING - BENNY HILL
http://telly.com/1IBC43E

52. Wybieramy pomysły - BENNY HILL SORTING
image courtesy of Design Thinkers Academy

53. JUDGING
image courtesy of Design Thinkers Academy

54. CHOOSING
image courtesy of Design Thinkers Academy

55. 4 Effects of well-done IDEATION workshop
!
1. “GOING WILD” - 100 ideas on workshop
!
!

56. 4 Effects of well-done IDEATION workshop
!
!
1. “GOING WILD” - 100 ideas on workshop
2. MESS in ideas but DIFFERENT PERSPECTIVES
!
!
!

57. 4 Effects of well-done IDEATION workshop
!
!
1. “GOING WILD” - 100 ideas on workshop
2. MESS in ideas but DIFFERENT PERSPECTIVE
3. DATA and BASE (for Prototyping process)
!
!
!

58. 4 Effects of well-done IDEATION workshop
!
!
1. “GOING WILD” - 100 ideas on workshop
2. MESS in ideas but DIFFERENT PERSPECTIVE
3. DATA and BASE (for Prototyping process)
4. MESS on “board” (workshop space)
!
!
!
!

59. image courtesy of Kate Młynarczyk

60. ! Image Sources
Images placed in this presentation are on
behalf of Design Thinkers Academy
(Barcelona, July 2014,
http://www.designthinkersacademy.com)
and Kate Młynarczyk (socjomania.pl).
All rights reserved.
Please do NOT copy them.

61. Thanks and
IDEATE!
!
katarzyna@socjomania.pl