IBM Design Thinking Workshop – September 21st 2017 at Goto10

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“Today I had a very amazing opportunity to be a part of a workshop called “IBM Design Thinking: Deliver Breakthrough Use-centric Solutions”: I learned so much in such a short time and met a lot of amazing people. But before that, I was hesitating to go because I didn’t know anyone there and the thought of being embarrassed cared me. If I had let my fears decide for me then I wouldn’t have had one of the best experiences in my UX career.”
“Thank to all of you from IBM for a great workshop”
“Workshop experience and following discussions where very interesting. A lot of inspiration, thanks to the organisers”
IBM Design Thinking: Deliver Breakthrough User-Centric Solutions. 
Read more about the IBM Design Thinking workshops at Goto10.

Download the workshop presentation

Learn more about IBM Design and IBM Design Thinking on  ibm.com/design

In this IBM Design Thinking workshop, we presented the IBM Design Thinking practice and explored the design on what to do when you as a tourist arrive in Stockholm.

Exploring Big Ideas

We generated Big Ideas in three areas

  • Travel
  • Process
  • Communities

This emerged to a design around the big idea of a tourist arriving in Stockholm.

  • A chatbot for tourists in Stockholm that helps with finding and sharing information
  • Growing a personal network by meeting new people 
  • A structured network to connect people

goto10sep21-bigideas

Exploring Big Ideas.

Stakeholder Maps

We generated a Stakeholder Map from this Big Idea.

  • Tourists – Arriving to Stockholm city as first-time visitors with an interest in experiencing the best activities and Swedish culture.
  • Locals – Loves meeting new people and show them around the city. Want to learn and improve their language skills.
  • Officials – Want invest and be efficient to provide the best information and experience for visitors
  • Guides and Agents – Travel agents and street artists that want to know where crowds are
  • Businesses and Developers – Build client solutions and businesses

goto10sep21-stakeholdermap

Stakeholder Map from this Big Idea.

We voted for building empathy for Texas a Tourist and Lisa a Local.

Empathy Map for Texas the Tourist

We generated an empathy map for Texas the tourist. The An Empathy map structures what Texas ‘Say’, ‘Feels’, ‘Thinks’ and ‘Does’. We found that…

Texas, the tourist, THINKS he needs to get to a hotel and connect to wifi, so he can get information on what to do this evening. He is quite a good tango dancer and wants to see suggestions based on this interest.

But as the moment he FEELS lost, lonely, hungry, stressed. But also energized to learn more about Stockholm.

He SAYS – “Where are the locals?” and asks “Can you show me…?” and “How do I get to…?”.

He has been walking for hours and finally gets to his hotel. He spends hours on Google trying to find information. 

goto10sep21-texas-tourist

Empathy Map for Texas the Tourist.

goto10sep21-playback

The workshop practiced on Playbacks.
A playbacks is a safe environment to share ideas. Playbacks ensure the progression of the delivery of the outcome

Empathy Map for Lisa the Local

We generated an empathy map for Lisa the local. We found that…

Lisa thinks that she has so much to show. She is a willing to set a day aside for such activities. She thinks that she may get tips like 10 SEK for every tourist that she is helping out. But she is a bit nervous and wonders how to call for help in case of dangerous situations.

She feels she might be lacking sufficient language skills. She might be annoyed by tourists are not behaving. 

She tries to connect with some tourists to join her for a football match or dinner at a new restaurant she just heard about.

She works as a shop assistant and put her name up on a contact list at work.

goto10sep21-lisa-local

Empathy Map for Lisa the Local.

Needs Statements

We ended the workshop by calling out the needs for Texas and Lisa.

goto10sep21-needstatement-tourist

goto10sep21-needstement-local

Based on the needs statement, we find the following design opportunities

Location and routing

  • How to best get into the Stockholm city area
  • Where to meet up guides, and pick up tourists
  • Identification, who is a guide and who is a tourist

Allocation and Scheduling

  • Who to go with who
  • Optimize groupings from pick up, route, and drop off

Trust, safety and pay

  • Only pick up people with good references
  • Emergency calling
  • Pre-agreed price. Simple pre-pay methods

Learn More Bout IBM Design Thinking

Attend one of the IBM Design Thinking workshops at Goto 10 in Stockholm.

IBM Design Thinking: Deliver Breakthrough User-Centric Solutions. 
Read more about the IBM Design Thinking workshops at Goto10.
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