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Design Thinking 101 - Prototyping
Arne van Oosterom
Creative Leadership Coach at Blue Sky Republic
Founder DesignThinkers Group & Academy
Advisor HBA Ambassador program
“If you’re not prepared to be
wrong, you’ll never come up
with anything original”


- Sir Ken Robinson
“They slow us down to speed us up. By taking
the time to prototype our ideas, we avoid costly
mistakes such as becoming too complex too
early and sticking with a weak idea for too
long.”


Tim Brown, CEO & President of IDEO
The sooner you fail, the faster you learn


David Kelley
WHAT IS IT?
PROTOTYPING
Representations
of concepts
PROTOTYPES
Hypothesis
PROTOTYPES
Small Bets
PROTOTYPES
WHY DO WE
DO IT?
PROTOTYPING
CREATE
OPTIONS
PROTOTYPING
USER INSIGHT
PROTOTYPING
TRIAL & ERROR
PROTOTYPING
SYSTEMIC
CHANGE
PROTOTYPING
INTERVENTION
PROTOTYPING
VALIDTION
PROTOTYPING
Proof of Concept
PROTOTYPING
Research
PROTOTYPING
Helps you listen to
your customers
PROTOTYPING
Helps you understand
what the customer is
trying to do
PROTOTYPING
… but a customer can
not tell you what to
develop
PROTOTYPING
Write your questions
in the chat
Make a Rapid Prototype
Make a Rapid Prototype
Make a Rapid Prototype


Storyboarding
2 minutes


Service Scenario
EXPLORE (RE)FRAME IMPLEMENT
diverge converge diverge converge
create


choice
make


choice
create


choice
make


choice
WHEN DO YOU USE IT?
DOUBLE DIAMOND
PROBLEM SPACE SOLUTION SPACE
diverge converge diverge converge
DOUBLE DIAMOND
WHEN DO YOU USE IT?
PROBLEM SPACE SOLUTION SPACE
diverge converge diverge converge
DOUBLE DIAMOND
LEARNING ORGANISATION
ITERATIONS
PROTOTYPING
CONTINUOUS
IMPROVEMENT
PROTOTYPING
CONTINUOUS
DEVELOPMENT
PROTOTYPING
CONTINUOUS
INNOVATION
PROTOTYPING
CONTINUOUS
LEARNING
PROTOTYPING
FAILING
FORWARD
PROTOTYPING
FAIL FAST


FAIL CHEAP
PROTOTYPING
Simplifying is key in any creative
process. Make it simple enough to move
forward without fear failure
START SMALL, SCALE UP
LIVING IN BETA
PROTOTYPING
Write your questions
in the chat
PROTOTYPING
Waterfall & Stage Gate
Waterfall & Stage Gate
Make a Rapid Prototype
2 minutes


Sketch
From ‘The Entrepreneurs Guide to Customer Development’
LEAN STARTUP
PROBLEM SOLUTION FIT
A problem worth solving…


”when you have evidence that customers
care about certain jobs, pains, and gains.
At this stage you've proved the existence
of a problem and have designed a value
proposition that addresses your
customers' jobs, pains and gains.”
PROBLEM SOLUTION FIT
Low-Fidelity Prototypes
PROBLEM SOLUTION FIT
PRIORITISE WHAT TO TEST
Popular Models are e.g.:


ICE > Impact + Con
fi
dence + Ease


PIE > Potential + Importance + Ease


… score is based on opinions
Idea Priority Map
Plot the developed ideas based on customer impact and feasibility
High
Customer
Impact
Low
Customer
Impact
Feasible in Short Term Feasible in Long Term
From ‘The Entrepreneurs Guide to Customer Development’
PRODUCT MARKET FIT
“… the degree to which a product satis
fi
es a strong
market demand. Product/market
fi
t has been identi
fi
ed as
a
fi
rst step to building a successful venture in which the
company meets early adopters, gathers feedback and
gauges interest in its product(s).”
PRODUCT MARKET FIT
The proof of the pudding is in the eating
… do people interact with it?


… do people come back to it?


… do people promote it?


… do people pay for it?


PRODUCT MARKET FIT
PRODUCT MARKET FIT
High-Fidelity Prototypes
PRODUCT CHANNEL FIT
When your product attributes are molded
to
fi
t with a speci
fi
c distribution channel.
PRODUCT CHANNEL FIT
When your product attributes are molded
to
fi
t with a speci
fi
c distribution channel.
Write your questions
in the chat
Get familiar with jargon, the language.


This can be confusing and can make us
insecure.
PROTOTYPING
Make a Rapid Prototype
2 minutes


Desktop Walkthrough
Tangible &


Intangible
PROTOTYPING
Products &
Services
PROTOTYPING
Of
fl
ine &


Online
PROTOTYPING
LOW-FIDELITY
PROTOTYPE
PROTOTYPING
LOW-FIDELITY PROTOTYPE
RAPID PROTOTYPING
LOW-FIDELITY PROTOTYPE
bodystorming, service walkthrough,
service simulation, and role-play
LOW-FIDELITY PROTOTYPE
bodystorming, service walkthrough,
service simulation, and role-play
LOW-FIDELITY PROTOTYPE
bodystorming, service walkthrough,
service simulation, and role-play
LOW-FIDELITY PROTOTYPE
Wizard of Oz Prototyping
Behavioral Prototyping
THINK WITH
YOUR HANDS
LOW-FIDELITY PROTOTYPE
SKETCHING
LOW-FIDELITY PROTOTYPE
Desktop Walkthrough
LOW-FIDELITY PROTOTYPE
LEGO SERIOUS PLAY
LOW-FIDELITY PROTOTYPE
LEGO SERIOUS PLAY
LOW-FIDELITY PROTOTYPE
Paper Prototyping
LOW-FIDELITY PROTOTYPE
LOW-FIDELITY PROTOTYPE
Mockups
FUTURE JOURNEY MAP
LOW-FIDELITY PROTOTYPE
Customer Journey Mapping for Hiring and Onboarding Service
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSITE
HR Services to Support and Delight
Service Scenario 03
CAREER WEBSITE
Service Scenario 04
ON-BOARDING
PLANNING
ONBOARDING PLAN
EXPERIENCE
STAGES
TOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phone
Social media
& contacts
Network
events
CONSIDERING/SEARCH NEGOTIATING DECIDING OFFER FEELING WELCOME
ACTIONS
The Candidate finds information
on the KO website.
The Candidate completes interviews.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate gets ready for the
interview.
The Candidate
provides
references for
final process.
The Candidate
receives the final
offer letter.
The Candidate
resigned from the
current job.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receives
tips for the scheduled
interview.
The offer package
is delivered and
negotiated.
The offer is signed and
returned.
The Welcome
Package is received by
Candidate.
Candidate receives
call from manager.
Candidate is
introduced to
Buddy.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“THE PROMPT FEEDBACK MADES ME
FEEL VERY CONFIDENT.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I APPRECIATED THE ACCURACY AND
QUALITY OF PACKAGES.”
“I’M EXCITED
AND ANXIOUS ABOUT
JOB INTERVIEWS BUT HAVING
RECEIVED DETAILS FROM THE
T.A.P., I’M FEELING CONFIDENT
& PREPARED FOR MY
INTERVIEWS.”
“I AM DELIGHTED TO START MY
NEW JOB AND I’M THRILLED WHEN I
RECEIVE MY WELCOME PACK.”
“I’M DELIGHTED
TO TALK TO MY NEW
MANAGER & MEET MY ON
BOARDING BUDDY.”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
“I HAPPILY ACCEPTED
THIS FANTASTIC OFFER.”
BACK
OFFICE
NARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia receives an email from the T.A.P.
to say the interview went well and they
would like to schedule another.
Mia gets an email from the
T.A..P. to tell her she has been
successful & KO would like to
offer her the job.
T.A.P. tells her she will send her
the offer letter.
Mia receives the offer letter &
discusses some final negotiations.
She is excited to be starting with
KO & returns the signed offer
letter.
Mia is thrilled when she
receives a welcome pack
from KO in the post. Along
with some KO goodies she
also receives details about
the Co. & an org chart to
help her see where her role
fits in the Co.
Mia gets a welcome call from her Manager to
chat about the new role & tells her she will be
supported by a Buddy while on boarding.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
Mia looks for further information about
the role on the KO website and she
finds the video testimonial about the
role provides her with a real sense of
what the new role entails.
T.A.P. T.A.P. Buddy
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
T.A.P. recives the
information about
candidate and
gets ready for
Candidate first
Interview
T.A.P. stays in contact with the
Candidate for feedback and to
schedule further interviews if
required.
planning
T.A.P. prepares the
draft offer package T.A.P. sends the
official offer letter
T.A.P. contacts
S.P.C. to activate
On-Boarding
process
S.P.C. receives
notification about the
successful Candidate
and sends out Welcome
Pack
S.P.C. involves Manager & On
Boarding Buddy in On Boarding
Plan
Offer Manager
Manag
Ca
phone T.A.P. S.P.C. S.P.C.
T.A.P. Welcome
Package
email email email
KO website KO website KO website KO website KO website KO website KO website C.M.T.
Storyboarding
LOW-FIDELITY PROTOTYPE
SERVICE SCENARIOS
LOW-FIDELITY PROTOTYPE
SERVICE SCENARIOS
LOW-FIDELITY PROTOTYPE
Live Prototyping
LOW-FIDELITY PROTOTYPE
Write your questions
in the chat
Remember while presenting your prototype
you need to make sure you are unbiased.


You’re trying to learn, not to sell anything
Make a Rapid Prototype
2 minutes


Wizard of Oz Prototype
HIGH-FIDELITY
PROTOTYPE
PROTOTYPING
Live Prototyping
LOW-FIDELITY PROTOTYPE
Study
HIGH-FIDELITY PROTOTYPE
MVP
HIGH-FIDELITY PROTOTYPE
WIRE FRAMES
HIGH-FIDELITY PROTOTYPE
MVP
HIGH-FIDELITY PROTOTYPE
PILOT
HIGH-FIDELITY PROTOTYPE
POP-UP SHOP
HIGH-FIDELITY PROTOTYPE
Write your questions
in the chat
Service Scenario
Make a Rapid Prototype
2 minutes


Service Scenario
Room-Storming
Body-Storming
Experience / Behaviour
Abstract/ Low-Fi Realistic
Service Scenarios
Future Journey Maps
Frameboards
Paper


prototyping
Wire Frame


Prototyping
Functional


Prototype
Video


Prototype
Wizard-of-Oz


Prototype
Interaction


Prototype


(in Context)
Interaction


Prototype


(in UX /lab)
Co-Creation


Research
Measuring
Learning Framework
EMPATHISE


What is the problem?
IDEATE


How do we solve it?
PROTOTYPE


How do we create it?
TEST


Does it work?
DISCOVER


What is new and important?


SOLUTION SPACE
PROBLEM SPACE
REFRAME


What de we focus on?
Don’t fall in love with your idea
Fail Forward. There is no other way.
Arne van Oosterom
Creative Leadership Coach at Blue Sky Republic
Founder DesignThinkers Group & Academy
Advisor HBA Ambassador program
Design Thinking 101 - Prototyping
PROTOTYPING
PROTOTYPING

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