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      "body": "Nowadays, there's a lot of enthusiasm both in the corporative spheres as in the innovation centers, universities and smaller companies with regards to the use of <i>design thinking</i> as a method for innovation in products and services. In my experience, there's usually some confusion created when one overemphasizes the given names of things (usually for marketing reasons) and leave somewhat at the background what they actually are and what is the logic and characteristics that allow us to understand them. I was definitely confused when I had just heard about <i>design thinking</i> and it took me a while to clear my mind, <b>that's the expense I want to save you with this post</b>.\n\n<h3>Lets start then...</h3>\n\n<h2>Definition</h2>\n<i>Design thinking</i> is an approach that allows us to explore problems and find solutions for them by using a mix of analytical and creative thinking techniques. That wasn't clear enough? Let's go one step at a time. <i>Design thinking</i> is basically a series of methods for:\n\n<ul>\n<li>\nExplore and understand problems.\n</li>\n<li>\nClearly define the problems we've been exploring.\n</li>\n<li>\nImagining solutions for those clearly defined problems.\n</li>\n<li>\nGenerating concrete prototypes of the best solutions found.\n</li>\n<li>\nTesting the prototypes, gathering feedback and polishing the entire process.\n</li>\n</ul>\n\nWe can express this same process in terms of 5 phases:\n\n<ul>\n<li>Phase 1: Comprehension</li>\n<li>Phase 2: Definition</li>\n<li>Phase 3: Ideation</li>\n<li>Phase 4: Prototyping</li>\n<li>Phase 5: Testing</li>\n</ul>\n\nWhat's the point of each and every one of these phases? <b>Let's explore them...</b>\n\n<h2>The 5 phases of <i>design thinking</i></h2>\n\n<h2>Phase 1: Comprehension</h2>\n\n<img src=\"https://steemitimages.com/0x0/https://steemitimages.com/DQmbEHbP6A1WspG5aZa3tpmvHSbEj7HMxBPNPTUx63pWhCJ/1.jpg\">\n\nPut in simple terms, this phase is all about trying to understand the real, concrete problems of a given group of people connected to the project or business you're pursuing. These problems can be as diverse as the lives of the people who suffer them. For example, if you're trying to understand office workers, daily commuting can be a real pain point; if you're trying to understand remote workers, that problem just doesn't exist (or it exists in a different way, it's a different problem).\n\nThis brings us to the importance of not relying fully and blindly on the ideas you already have about the problems of a group of people (for example, you could think the main issue for cyclists are car drivers when in reality their main issue are pedestrians and so on...). In order to truly understand the problems of the group of people you're interested in, you need information; you need to gather reliable quantitative (numbers and measurements) and qualitative data (stories, answers to open questions, ethnographical investigation, and so on). \n\nAll the data you gather is not gonna deliver you mechanically the main issues for a group of people, it's only an input that we need in order to \"rebuild\" the experience of that group of people. The best way to comprehend the problems of a person is to put oneself in his or her place, generate empathy, get into someone else's shoes.\n\n<h2>Phase 2: Definition</h2>\n\n<img src=\"https://steemitimages.com/DQmbPSH9Bkx7ibzRT9GXKK7nPfteMP1wwYYGznY3TFpYTnj/2.jpg\">\n\nHaving gathered all the necessary data and having reasonably understood the situation of the chosen group of people, we need to evaluate which of the problems found are key for those people and which are the ones we can tackle with our project or business. \n\nThe outcome of this phase should be a series of questions about the main problems of the chosen group of people (for example, if we now know that a certain neighborhood's main issue is the water supply on the area, we must get to the point of asking how can we solve water shortage in the area).\n\n<h2>Phase 3: Ideation</h2>\n\n<img src=\"https://steemitimages.com/0x0/https://steemitimages.com/DQmQLYGsptVRqyddCWnNCxhYMPRFCBsq8wLC2MJPhWBW8vP/3.jpg\">\n\nNow, having a set of clear questions, we can use brainstorming to produce solutions for the problems found. In the first phase the main task was to gather enough data to put oneself in the other person's shoes; in the second one, the main task was to define the main problemas for that group of people. In the third phase, all our energies should be devoted to imagining solutions for those problems. A really important thing is you need to put aside any judgement of the solutions you think of, for as long as the brainstorming lasts:\n\n<ul>\n<li>\nEveryone's opinion counts.\n</li>\n<li>\nNo idea is a bad one.\n</li>\n<li>\nEvery idea gets written.\n</li>\n</ul>\n\nAfter the brainstorming is done, you'll be able to judge which solutions are good or realistic. The goal after the brainstorming process is to focus both on the most innovative solutions and the most realistic ones.\n\n<h2>Phase 4: Prototyping</h2>\n\n<img src=\"https://steemitimages.com/DQmd1RACSCBB6fnxfZB3mw7pEM4t1pkigpbb8HUGWLNLR3E/4.jpg\">\n\nIdeally, one should enter the prototyping phase with a couple of ideas (2 or 3 tops). To create a prototype, you should select an idea that requires a small ammount of resources and time in order to be made something concrete. The idea chosen could be a product (like a new type of wallet), a service (a new counseling service for entrepreneurs) or an experience (a new thematic restaurant). The main thing is being able to create detailed and really specific prototypes; our prototypes should give a clear idea of the product, allow a clear comprehension of the service or give a clear impression of the experience wanted.\n\n<h2>Phase 5: Testing</h2>\n\n<img src=\"https://steemitimages.com/0x0/https://steemitimages.com/DQmZz5T9Kbo1uweiqrqpfmfDgayFdENbByD2Eo5nhRKeNvD/5.jpg\">\n\nThe main goal of prototyping is to test and the main goal of testing is to reduce risk. How do you reduce risk by testing a prototype? You reduce it by increasing the opportunities of improvement without it being a costly task. Let me put it in another way: <b>What happens if I take a loan with my house as collateral, start my dreamed business, create a hell of a product that all my friends like, try to sell it in the market and nobody gives 2 cents about what I have to offer?</b> Sounds like a high risk right? \n\nWhat we want to do, then, is to create a small, simple, less costly version of our product, service or experience and gather feedback from our potential customers. If this first version sucks, people will tell us why they hate it and we will be able to transform it or, in the worst case scenario, drop it and move on. If our prototype works, people will tell us what else they need and we will be able to improve it. Last but not least, if people really, really love our prototype, we'll be able to party and take vacations!\n\n<h2>Final thoughts</h2>\nAs you can see, <i>design thinking</i> is a process that allows us to efficiently use our analytic and creative qualities in order to create better products, services and experiences. The application of the 5 phases of <i>design thinking</i> is usually called <b>Design Cycle</b>. A business can perform <b>design cycles</b> , for example, to create its value proposition and to better understand the market for it. \n\nYou may have also noticed that this is an endless process: one can be constantly exploring problems, better defining them, searching for solutions, generating prototypes and testing them. Imagine what would happen if each and every organization you come into contact with on a daily basis (your employer, your university or institute, your company, and so on) applied this approach in a permanent manner in order to develop products, services and experiences. In fact, you could actually apply this same approach to your daily life (to your habits, office work, to your own business, and so on). \n\n<h3>Do you see the potential? Awesome right?</h3>\n\n<h2>Well, let's get to it then!</h2>",
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      "body": "<html>\n<p>Actualmente,&nbsp;existe mucho entusiasmo tanto en&nbsp;las esferas corporativas, como en los centros de innovación, las universidades (algunas) y empresas de menor tamaño sobre el uso del &nbsp;<em>design</em> <em>thinking&nbsp;</em>como método de innovación en productos y servicios. Ahora bien, en mi experiencia, suele crearse algo de confusión cuando se enfatiza demasiado el nombre propio de las cosas (normalmente por motivos de marketing) y se deja un poco en segundo plano lo que son y la lógica y características que nos permiten entenderlas. Definitivamente yo estuve algo confundido cuando recién entré en contacto con el término y me tomó algo de tiempo aclarar la mente, tiempo que quiero ahorrarles con este post. Comencemos pues.</p>\n<h2>Definición</h2>\n<p>El&nbsp;<em>design thinking&nbsp;</em>es un enfoque que permite explorar problemas y resolverlos a través de distintas combinaciones de pensamiento analítico y creativo.¿No quedó tan claro? Vayamos por partes. El&nbsp;<em>design thinking&nbsp;</em>nos propone, básicamente, una serie de métodos para:</p>\n<ul>\n  <li>Explorar y comprender problemas&nbsp;(algunos bastante inusuales como, por ejemplo, seguir a una persona a lo largo de su rutina cotidiana);</li>\n  <li>Definir de manera clara y específica los problemas que hemos estado explorando;</li>\n  <li>Imaginar soluciones para esos problemas claramente definidos;</li>\n  <li>Generar prototipos&nbsp;concretos de las mejores soluciones propuestas;</li>\n  <li>Probar los prototipos generados, recoger retroalimentación y pulir todo el proceso.</li>\n</ul>\n<p>Este proceso puede ser expresado en términos de <strong>5 fases</strong>, llámese:</p>\n<ul>\n  <li>Fase 1: Entender.</li>\n  <li>Fase 2: Definir.</li>\n  <li>Fase 3: Idear.</li>\n  <li>Fase 4: Prototipar.</li>\n  <li>Fase 5: Probar.</li>\n</ul>\n<p>¿Cuál es el sentido de cada una de estas fases? Explorémoslas.</p>\n<h2><strong>Las 5 fases del design thinking</strong></h2>\n<h2><em><strong>Fase 1: Entender</strong></em></h2>\n<p><br></p>\nhttps://steemitimages.com/DQmbEHbP6A1WspG5aZa3tpmvHSbEj7HMxBPNPTUx63pWhCJ/1.jpg\n<br>\n<p>Puesto en pocas palabras, esta fase se trata de comprender cuáles son los problemas reales de un grupo concreto de personas que resultan de especial interés para tu proyecto o negocio. <strong>Estos problemas pueden ser de índole tan diversa como las vidas de las personas que los tienen</strong>. Por ejemplo, si el grupo concreto en el que se está pensando son oficinistas, el transporte cotidiano desde la casa hasta el trabajo puede ser un problema tremendo; si el grupo concreto en el que se está pensando son trabajadores remotos, el transporte cotidiano desde la casa hasta el trabajo es un problema casi inexistente. <strong>De ahí la importancia de&nbsp;no fiarse entera y ciegamente de las ideas que uno ya tenga sobre los problemas del grupo que a uno le interesa</strong> (por ejemplo, uno podría imaginarse que&nbsp;el mayor problema de un grupo de ciclistas son los choferes de auto cuando en realidad su principal problema son los peatones, cosas así, por mantener el ejemplo dentro de lo sensato).Ahora bien, para entender los problemas de un grupo en cuestión uno necesita información; lo usual es que esta sea información <strong>cuantitativa</strong> (números y mediciones, cosas que puedan contarse) y/o <strong>cualitativa</strong> (relatos, respuestas a preguntas abiertas). Esta información no va a brindarnos mecánicamente los principales problemas de un grupo de gente, su principal aporte es servirnos como insumo para <strong>reconstruir la experiencia de ese grupo personas</strong>. La mejor forma de comprender los problemas de una persona es&nbsp;ponerse en su lugar, generar empatía, \"ponerse sus zapatos\".</p>\n<h2><em><strong>Fase 2: Definir</strong></em></h2>\nhttps://steemitimages.com/DQmbPSH9Bkx7ibzRT9GXKK7nPfteMP1wwYYGznY3TFpYTnj/2.jpg\n<br>\n<p>Habiendo reunido la información necesaria para hacernos una idea de la situación del grupo de gente elegido, necesitamos evaluar cuáles son los principales problemas de estas personas y cuáles caen en el espectro de lo que podemos conseguir con nuestro proyecto o negocio.El resultado de esta fase debería ser una serie de preguntas sobre&nbsp;los principales problemas de este grupo de personas (por ejemplo, si hemos podido comprobar que para los vecinos de una zona de la ciudad el principal problema es cómo acceder al agua potable, debemos llegar al punto de preguntarnos cómo podemos resolver la escasez de agua potable en esa zona).</p>\n<h2><em><strong>Fase 3: Idear</strong></em></h2>\nhttps://steemitimages.com/DQmQLYGsptVRqyddCWnNCxhYMPRFCBsq8wLC2MJPhWBW8vP/3.jpg\n<br>\n<p>Teniendo claras nuestras preguntas, podemos empezar a lanzar ideas sobre cómo resolver&nbsp;los problemas. Si en la primera fase lo importante era recoger suficiente información como para ponerse en los zapatos del otro y en la segunda lo importante era definir los problemas centrales de esa persona; en la tercera todas nuestras energías tienen que estar puestas en imaginarnos soluciones para esos problemas.En esta fase se requiere suspender los juicios sobre las soluciones que puedan surgir. Por lo que dure la lluvia de ideas:</p>\n<ul>\n  <li>Todos los participantes son iguales.</li>\n  <li>Ninguna idea es mala.</li>\n  <li>Tomar nota de todas las ideas.</li>\n</ul>\n<p>La evaluación de cuán buenas o realistas sean estas soluciones vendrá al final de la lluvia de ideas. El objetivo es enfocarse en las soluciones más innovadoras pero también más realistas.</p>\n<h2><em><strong>Fase 4: Prototipar</strong></em></h2>\nhttps://steemitimages.com/DQmd1RACSCBB6fnxfZB3mw7pEM4t1pkigpbb8HUGWLNLR3E/4.jpg\n<br>\n<p>Idealmente, uno debería ingresar a la fase de prototipado con un par de ideas&nbsp;(dos o 3 como máximo). Para comenzar a crear un prototipo, deberá seleccionarse la idea que requiere una menor cantidad de recursos y tiempo para ser concretada.La idea que hayamos elegido podrá ser un producto (un nuevo tipo de billetera), un servicio (un novedoso servicio de consejería para emprendedores) o una experiencia (un restaurante temático). Lo más importante es que podamos crear prototipos detallados y específicos; nuestros prototipos deben poder dar una idea clara del producto, permitir comprender el servicio o hacer vivir lo esencial de la experiencia.</p>\n<h2><em><strong>Fase 5: Probar</strong></em></h2>\nhttps://steemitimages.com/DQmZz5T9Kbo1uweiqrqpfmfDgayFdENbByD2Eo5nhRKeNvD/5.jpg<br>\n<p>El principal objetivo de prototipar es probar y el principal objetivo de probar es reducir el riesgo. ¿Cómo se reduce el riesgo al probar un prototipo? Se lo reduce al aumentar las oportunidades de mejora sin que esto requiera un gasto importante.Te lo pongo de esta manera: ¿Qué pasa si hipoteco mi casa, saco un préstamo, armo el gran negocio con el que siempre soñé, creo el producto estrella que aplaudieron todos mis amigos, salgo al mercado y a nadie le importa lo que tengo que ofrecer? El riesgo es altísimo, ¿cierto?Lo que queremos hacer es, entonces, crear una primera versión&nbsp;más sencilla y menos costosa de nuestro producto, servicio o experiencia y recoger retroalimentación de nuestros consumidores potenciales.&nbsp;Si a esta primera versión le va pésimo, la gente nos dirá por qué la odia y podremos transformarla o, en el peor caso, abandonarla. Si a nuestro prototipo le va relativamente bien, la gente nos dirá qué le falta y podremos mejorarlo. Si a nuestro prototipo le va estupendamente bien, nos vamos de fiesta y vacaciones.</p>\n<h2><em><strong>Reflexiones finales</strong></em></h2>\n<p>Como puedes ver, el&nbsp;<em>design thinking</em> es un proceso que te permite exprimir tus cualidades analíticas y creativas para generar mejores productos, servicios y experiencias. A la aplicación de las&nbsp;<strong>5 fases&nbsp;</strong>del&nbsp;<em>design thinking&nbsp;</em>suele llamársele&nbsp;<strong>Ciclo de Diseño</strong>. Un negocio puede realizar C<strong>iclos de Diseño</strong>&nbsp;en cada una de sus <a href=\"https://desarrollodivergente.com/cuales-las-partes-basicas-negocio/\"><strong>5 partes</strong></a><strong>. &nbsp;</strong>Estas&nbsp;<strong>5 fases&nbsp;</strong>son relevantes también para la <a href=\"https://desarrollodivergente.com/las-12-formas-puede-tomar-una-propuesta-valor/\">formulación de tu propuesta de valor</a>&nbsp;y para la <a href=\"https://desarrollodivergente.com/10-formas-evaluar-mercado/\">evaluación del mercado</a> de la misma.También te habrás dado cuenta de que es un proceso que no tiene fin: uno puede estar constantemente explorando problemas, definiéndolos, buscándoles&nbsp;soluciones, generando prototipos y probándolos. Es más, imagínate que cada una de las organizaciones con las que estás en contacto en tu vida cotidiana (tu centro de estudios, de trabajo, tu empresa, etc.) empleara este enfoque de forma permanente con sus productos, servicios y experiencias, ¿empieza a ver la potencia&nbsp;de este enfoque? ¿interesante no?Espero haberte podido transmitir la emoción que me trae este enfoque, realmente considero que incluir la lógica de los&nbsp;<strong>Ciclos de Diseño</strong> en tu&nbsp;vida (sea para definir tus hábitos, para organizar tu trabajo de oficina o para armar tu negocio propio) es un acierto gigante.Espero que la información te&nbsp;resulte útil,</p>\n<h2>¡Manos a la obra!</h2>\n</html>",
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      "title": "¿Qué es el design thinking?"
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