DESIGN THINKING: Passo a passo na pratica

Today you will learn what Design Thinking is, a very powerful methodology that I use daily with clients and that you, using it, will be able to create a business that is really connected to your consumers, a business that they really need. It may seem obvious what I'm talking about, but did you know that 42% of startups close because they create a product that the consumer doesn't want to buy? You don't want to be part of that statistic do you?

So, it's time to get to know this innovative way of thinking and solving problems. My people, my favorite entrepreneurs, welcome once again here to the most uncomplicated entrepreneurship channel on YouTube, if you don't know me yet I'm Daniel Niggli, I'm an entrepreneur, also founder here of the Luz Camera Empreenda channel! and if you want to see a new video every week with tips and interviews also on entrepreneurship, you know what?

Sign up, turn on notifications, you won't pay anything for it. Anyway, every company you know, it only exists because it solves a consumer's problem, no matter how absurd or distant it may seem. If not, why would you consumer take your money out of your pocket to buy a product?

When you buy a sneaker , for example, in the essence of sneakers, you're buying it because if you start walking around barefoot every day , any day you're going to need it on the glass and it's going to pierce your foot, not to mention social convention, I'm simplifying it here for effects didactic. When you buy coffee, you buy it because you want to stay awake, you buy it because you are going to have a family event and it has become a social convention, you buy it because you have already entered the world of specialty coffees, you like specialty coffee. Regardless of your reason for buying these two examples that I gave you, I want to show you that any product you buy, think about your environment, look around and see why I bought this here for what?

You buy it because it's solving a problem, a pain of yours, and that's exactly why, to find a product that actually solves a pain, the design that comes in. You should create a product thinking about who is going to buy it, not thinking about you who wants to develop a product like this. This methodology allows you to put people at the center of the creation process and make you really understand the consumer's pains, find different routes to solutions for these pains, and finally create a product that these consumers will actually buy .

. And basically you're going to go through a seven-step process, I'm going to go through each of them here with you, and in the design world this is known as the double diamond process, because it has these two diamonds, diamonds here that are represented in the image. And only there at the end of the diamond, in the last step of the seven steps, is the choice of a solution that solves the problem.

It may seem far away, it is a complete process, it is far indeed, but you need to, I assure you that you need to look carefully at each of these steps, otherwise you will be part of that company statistic that half of the companies are almost born and fail because they created a product that the consumer does not want. Don't be a part of it. Come on, breathe is part of it here, we'll get there shortly.

That said, the first step of the Design process is what we call problem framing. And here you can give a blue screen to many people, before creating the product, you need to think about your product, you need to understand what the problem is that you want to solve. Your product has to solve a problem and not a product has to find a problem to solve.

It's the opposite, we start from the problem and then go to the solution. If we were there in the past in the place of Steve Jobs, for example, the founder of Apple, of the iPhone, if we had wanted to develop the iPhone, he did not even know that he was wanting to develop an iPhone, let's assume that the problem is What he was trying to solve was the difficulty of people communicating at a distance. Let's assume that the iPhone was the first cell phone.

With this problem well defined, framed, you will no longer look at it and start having an idea to solve this problem, I'm going to create a cell phone, that's not the process. I already told you that this is the last stage of the journey. List here in this first step as well, in addition to defining your problem, list all your doubts, your certainties, your hypotheses.

We call this the CSD Matrix, the certainty, assumptions and doubts matrix. You need to list everything you think is true and maybe it is, all the doubts you have, all the certainties you have. With all these doubts listed, it's time to roll up your sleeve and research, right?

We have a lot of questions that we want to answer and it's exactly this second stage of the process, which is exploring the problem. You can search the internet, you can talk to experts, you can go to colleges to talk to masters, talk to professors, talk to a lot of people, even talk to consumers about these doubts you have. You will learn about this problem, here is not the time to look at these surveys, look at the results of the surveys and make decisions, no, you just want to be a little sponge.

It wants to absorb all the market information from these surveys without wanting to organize anything, without wanting to draw conclusions. It is a moment of divergence before converging, we are about to converge, the time of the diamond there when we start to descend. This is a time to open your mind.

And it is natural that you will want to have more product ideas, solutions, you will start, if you already had an idea, a product that you had thought of, maybe it needs to be adjusted, maybe it is very good. Don't do that yet, keep that anxiety, at the end of the process we will converge all this. The goal here is simply to absorb, to be a big sponge of knowledge.

And now , after absorbing all this, it's time to synthesize, and this is exactly the third stage of Design Thinking, which is to organize your learning. Synthesize everything you've learned. This is not the time to go looking for information, it may even be that some doubt arises, some point for you to reinforce or research, to ensure that you are understood, but no, the main objective now is for you to do a job at home.

You will, if you have a team, you will organize your team around your learnings. What were the common learnings of all the researches, or your ee have individually doing this, organizes this learning. You can't leave a bunch of post-it notes lying around if you're doing it with post-its.

And then you have to organize everything you learned in groups, for example, I learned something here and João learned something else there, Ana learned something else there. Are they common lessons? If yes, it's a big learning experience, you don't need to have three different learnings, you're going to group it all in clusters, in learning groups, in organizations, so it's important that you look at it strategically and take the small insights.

Small learnings and organize into big ones. Anyway, we arrived at the half of the process, this half here is what we call innovation drivers, it is the half of the process that divides the time of exploring the problem, which is the first diamond, with the time of creating solutions, which is the second diamond we will ever get. Anxiety is hitting right?

Heart is beating, but calm down that this middle stage is essential for you to create solutions that reflect the main learnings of the first diamond. And this is not an easy step, it's a super complex step, I'm going to try to simplify it here for you to understand in a simple and practical way like all the videos I make, but if you want, if you think you need more depth, let me know. here in the comments #QueroMais, if we reach 100 comments I will create an e-book and I will leave an e-book in the video description for you to download.

Theoretical moment. Innovation drivers are sentences in the form of questions that connect the problem, the learnings about that problem, with the idea. In Apple's example, one of those questions, one of those sentences, could be "how can we get kids to talk to their parents in times of need?

" I am giving a fictitious example here, assuming that during the exploration we have understood that if it is a pain, if this is a pain for children, they eventually need to talk to their parents not because they want to, but because they need to. Another example, "how can we make decision-making more agile for company executives while they are traveling? " Notice that this driver also reflects a learning from the journey, but it's a completely different question than the first one.

One talks about the children's relationship with their parents, the other talks about the executives in the business relationship. We can only do this in depth because we went deep into the exploration process, in the previous stages. If you hadn't done that, you probably wouldn't even know that executives have these pains, that companies have these pains of talking to executives and that children have these pains of talking to their parents.

And that's the magic of Design Thinking, you're already getting it here, right? Design thinking allows you to see different solutions to the same problem. You will explore this and we, based on the number of solutions, we will arrive there in the end with the best solution of all.

So the idea is that you, at this stage here in the midst of the innovation drivers, you formulate three to five sentences like these in these forms of questions, and then you will look at each of these questions, at each one, at each of these drivers, and will list everything you think you can do as a solution right now to address these ideas. List yourself and when you think it's over, don't! Go to sleep and wake up the next day, go to the shower and you will be thinking about them and come back write more, the idea that you for each of the drivers write between 30 and 50 possible solutions.

It doesn't have to be the super magic solution, you can put simple solutions there and then you will possibly join one solution with the other, you can't join this one with this one it becomes a bigger solution. The main objective here is quantity and not quality, yet. You will need to download your head, if you are alone, or with other people too, you will talk to people, with your consumers, with people who are related to the question.

For example with entrepreneurs who need to talk to companies, executives. What solution could you give for example to this question? Write everything down, the goal is to download it and have a large amount so we can synthesize it later and organize it into a solution.

So you're going to look at all these ideas that you've listed, you're going to see if they can be put together with each other, and then form a bigger idea. You will organize everything that you have. After organizing, after looking in a structured way through those hundred-odd ideas that you've listed, you're going to pick the top five.

It's not easy, nobody said it was going to be, you have to practice letting go. You will leave a lot of good ideas behind, but you have to choose, you won't be able to look at all sides and solve everything at the same time. Design thinking is also a process of choices, of focus, of direction.

And you can use some tools for that, right? You can look at the impact, you can look at some matrixes of effort, of necessary investments versus a pain that is not really met by the market, you can look at competitiveness, there are some factors you can classify. Leave here in the comments of the video what factor would you use to make that decision?

The important thing is that you look at and choose the top five, the top five ideas that you see the greatest potential to actually become a solution. So let's go, for the sixth stage of the process, it's the test stage, the validation of these ideas. You're going to look at each of those five that you've chosen, you're going to start listing every chance you have.

Hypotheses are the doubts, you look at an açaí brigadeiro for example, what doubts do you have about this idea? It could be a good idea, it could be a bad idea. Will people, for example, like this açaí brigadeiro?

Does using traditional condensed milk in the recipe give this brigadeiro a link? List everything you have doubts about, all the hypotheses, everything you need to test before actually creating a product and going out to sell it. Or going on the street to sell later is part of the process too, but if you need to list everything you have uncertainties.

This is because, and this is super important, you are not going to invest thousands of reais in the beginning of a product that you are still not sure is the product that the market wants. Along the way, you need to reduce your uncertainties and then improve your products. Even Apple, if you remember the first iPhone, far from what we have today of iPhone.

In fact, I'm recording this video here with an iPhone, we could never do that there with the first iPhone, the first cell phone back in the day. The important thing at the end of the day is that you take small steps and the small step, each of these steps, is to validate uncertainties, to validate hypotheses and then you learn with your consumer, growing little by little. We are talking here at the beginning of the journey, before launching a product you also need to test some hypotheses and have some tools for that.

After all these tests, the long-awaited time has come, which is the last step of the process. It's time to choose from these five which idea you are going to follow. Again, it's not easy, you may have had good ideas, good results for more than one of the five ideas, you may have had a good result for all five, but again: keep that idea that it can turn into in the future reality.

Innovation and entrepreneurship is a focus, you need to focus you will look at all the results of these five tests, which could have been a landing page, you could have done a Smoke Test, I am mentioning some names here and in future videos I will explore a little more than that, but the result of this validation gives you foundation, it should give you enough foundation for you to choose which is the idea of ​​these five that has the most potential, the idea you want to bet on. Which one shone the eyes of consumers the most, for example? Which one do you think will make you more profitable?

You can do a market potential study here as well. Be careful not to write in such detail either, because in the future this Business Plan, this business plan, may not come true. You need to look at it in a structured and strategic way above all else.

If it's a social business that you're creating, you obviously have to look at the positive impact. Compared to these five ideas, which one generates the most positive impact? Again, this decision is not easy to make, but the Design Thinking process is like that throughout the journey.

Did you see that we are always opening, having more ideas and based on the amount of information, amount of learning, we make choices, then open again, then make choices again? In short, you saw that this methodology allows you to create a business that is actually connected to the consumer, to what he needs. It's a long process, but doing it, going through these steps in depth, we solve that scary problem that I told you about, 42% of startups close because they create a product that no one wants to buy.

Don't take that risk! And as I said, if we get here in the comments at 100 #QueroMais comments, I will leave an e-book with much more depth, more details about this Design Thinking process, with more examples, examples of the validation process that I also said, here I released some names. It's a complex, complete, and complex journey, but one that you need to do with a lot of depth.

Today I made a video to tell you the whole journey in a simple way, and you can apply some things here, but you need to do it the right way, so share this video with your entrepreneurial friends and that friend of yours who is wanting to undertake . because you will be a friend anyway. Going through this journey will make a difference in him, in his life as an entrepreneur.

Kisses, see you next week.