Quick guide to people-centered design by Michael Koenka of MDK Strategy. This covers processes, deliverables, plus handy insights into when to use it and why. Hats off and mad props goes out to the great peeps at Google Ventures, IDEO and Stanford Design for influencing this deck.

1. ©2015 MDKSOCIAL
EXPLORING PEOPLE-
CENTERED DESIGN

2. ©2015 MDKSOCIAL

3. MAKING
PEOPLE
WANT
THINGS
MAKING
THINGS
PEOPLE
WANT
>
From! To!
Online Marketing &
Advertising Strategy
Creating tomorrow’s
products & services
ABOUT MDK // AMSTERDAM

4. “THE WORLD AS WE KNOW IT IS A
PRODUCT OF OUR THINKING. WE
CANNOT CHANGE IT WITHOUT
CHANGING OUR THINKING.”
ALBERT EINSTEIN, Theoretical Physicist!
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5. SAVE YOUR SOUL
FOLLOW YOUR
DREAMS
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6. THERE WILL NEVER BE
A PERFECT TIME TO
MAKE A DIFFERENCE
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7. START WITH THE
86.400 SECONDS
YOU HAVE TODAY
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8. THE RICHEST
PLACE ON EARTH

9. HOW TO
BRING YOUR
IDEAS TO LIFE
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10. BUSINESS
MODEL
CANVAS
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11. BEHAVIOURAL
ENGINEERING
CANVAS
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Source: Hunter&Bard, MDK // Amsterdam!

12. GOOGLE
VENTURES
DESIGN
SPRINTS
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13. DIFFERENT STROKES FOR DIFFERENT FOLKS
Different problems require different
approaches to solve them.
For challenges where both problem
and solution are unknown from the
start, the Stanford Design Method
is a great solution.
This (creative, intuitive, emotional)
approach isn’t always the answer.
Some other questions need more
rational thinking to help arrive at
a valid answer.
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Which method should I use?!

14. BUT A HUMAN TOUCH ALWAYS HELPS
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15. PEOPLE-FOCUSED
PROBLEM SOLVING

16. AN ITERATIVE PROCESS
2. DEFINE
1. EMPATHISE
3. IDEATE
4. PROTOTYPE
5. TEST

17. 1. EMPATHISE
Put yourself in someone else’s shoes. Understand the situation, context and
mental state of the users for which you’re working.
• OBSERVE people’s behaviour in the context of their daily lives
• ENGAGE in conversations and interviews.Ask a lot of why’s.
• LISTEN: ask people to complete a task and describe their process.

18. 2. DEFINE
Simplify and crystallize your findings into a clear and focused perspective, or
articulated challenge.
• PEOPLE: really understand the user personality types
• TRIGGERS: synthesize and shortlist needs you think are important
• INSIGHTS: express and collect insights you developed, and scope principles

19. 3. IDEATE
Focus on idea generation. Turning problems into solutions. Explore a wide
range, quantity and variety of ideas to go beyond the obvious.
• CREATIVITY: blend the un/conscious with rational thoughts and imagination
• GROUP SYNERGY: leverage the group to build on each others’ ideas
• SPACE: give creative lots of space and freedom to play. Hold off on evaluation.

20. 4. PROTOTYPE
Build to think. Find a simple, fast way to shape ideas so you can experience and
interact with them in real life.
• JUST BUILD IT: Create something quick and dirty.This can be a physical object
or a clickable sketch/demo. Nothing fancy needed for prototyping.
• STORYBOARD IT: give people a chance to experience your solution in a real-
world scenario or context. Re-create the moment they’ll be using your product.

21. 5. TEST
Ask for lots of feedback on your prototypes. Learn about your user and
experience, use this to reframe your views and refine your prototype.
• ENGAGE: let people use your prototype. Put it into their hands and listen to
what they have to say about it. Document everything. Be a detailed observer.
• EXPERIENCE: give people space and freedom to share their experiences with
your prototype, and explain to you how they feel after use.

22. KEY BENEFITS OF
PEOPLE-FOCUSED
PROBLEM SOLVING

23. 1. THINK FASTER. DO MORE.
Design thinking squeezes the creativity out of you. It provides the
tools and structures to rapidly validate your ideas with the actual people
who will be using your products.This has an added benefit of minimizing
total risk exposure.

24. 2. STAND OUT FROM THE CROWD.
Today, it’s nearly impossible to differentiate on price, product or
presence alone. The role of customer experience becomes even more
crucial for success – especially in banking. Service models dominate.

25. 3. DELIGHT YOUR CUSTOMERS.
A customer-focused approach helps you improve the customer
experience across multiple channels, contexts, and interaction moments.
When done well, this greatly impacts customer satisfaction, loyalty, repeat
purchases, and ambassadorship.

26. WHAT SHOULD YOU REMEMBER?
Some key takeaways from the talk!

27. There will never be a perfect time,
or a perfect moment in your life
to do something great.
1

28. People-centric thinking is a proven
means to answer real problems faced
in everyday life.
2

29. This type of thinking is all about
getting things done as quickly and
effectively as possible.
3

30. SPEND TODAY WISELY. CALL MDK NOW.
MASTERMIND
SESSIONS
THE 40-DAY
LAUNCHPAD
PITCH
TRAINING
Capture fresh ideas
through diversity
and collaboration.
Go from concept
to commerce in just
40 days.
Convince literally
anyone, anytime,
anywhere.
GROWTH
HACKING
Turn your good
ideas into great
solutions.
FOUR NOBLE PATHS TO YOUR NEW LIFE.

31. PHONE // +31614293527
EMAIL // MICHAEL@MDKSOCIAL.COM
WEB // DISCOVER.MDKSOCIAL.COM