Design Thinking

In: Business and Management

Submitted By annenas
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4. Reflections on design thinking
During our discussion session we discussed about several cases of what we consider were good examples of design thinking. The purpose of this discussion was to reflect on how this approach to problem solving can lead to more practical, innovative and human-centered solutions.

Year: 2011 Client: Hivos (Dutch NGO) Project Objective: Reduce energy consumption at the public library in Utrecht. Company/Agency in charge of the project: Boondoggle Amsterdam. Name of the project: Seduction Project.

Case Searching for examples of design thinking we thought of the seduction project which started in 2011 for the Dutch NGO Hivos. The main goal of this project was to reduce the waste of energy by minimizing the energy consumption. This project was designed by Boondoggle Amsterdam, their central focus is realizing interaction between the advertiser and the customer. “We help brands build business by being remarkable.” Problem The way “The seduction project” approached what seemed to be a wicked problem - How to reduce energy consumption at the public library in Utrecht - is what makes it a good example of design thinking. The high level of energy consumption at the public library in Utrecht was a problem. One of the main causes was the frequent use of the elevator, this was very energy consuming. After a few days of evaluating the human behaviour at the location, they noticed that a lot of people preferred to take the elevator, even though the stairs were just right next to it, and for most cases, they turned out to be a much quicker way to get to climb a building no higher than three floors. Approach This is when they decided to analyse the problem from a different perspective, a human-centred perspective, which drove them away from the elevator itself and the amount of energy it consumed and took them down a road on how to influence…...

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