Design Thinking 101 series

The what, why, how and when of Personas

This 90 minutes session is part of a series of short and focused masterclasses. The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.

This is a Masterclass by Arne van Oosterom

In 2006 he founded DesignThinkers, a leading global innovation consultancy with teams in 24 countries. He also founded DesignThinkers Academy, the Design Thinking Conference and is Head of Faculty at the Creative Leadership Program.

Arne is a leadership coach, innovation facilitator, keynote speaker and has been lecturing at universities around the world and worked with companies like Coca Cola, Volkswagen, BOSCH, Philips, SAP, ING Bank, Estée Lauder, Cartier and L’Oréal.

https://www.linkedin.com/in/arnevanoosterom/

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Decompression zone

We invite all participants to sign into the Zoom meetup a few minutes before the start of the program. We’ll get comfortable, get some coffee, put on your seat belt before take off. This ensures we’ll be able to use all the 90 minutes to focus on the content of program.

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Start Session

90 minutes

- Introduction to the program

- Exercise

A quick exercise to practice the basics of developing Personas

- Theory

Context, history and theory. Answers too: Where does it come from? Why do we need it?

- Q&A

- Real World Examples

Answers to: When and How to use Personas?

- Exercise

Continuing the exercise to apply some of the theory from the session.

- Q&A & wrapping up

- End Session

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15 minutes Back-Stage

After the official end of the program we give participants the opportunity to join us for 15 minutes of back-stage. This is an opportunity to have a more casual and maybe off-topic chat with the coach and other participants.

Needed Materials

Paper to work on and different color markers

Access to Zoom

Materials you’ll receive

PDF Personas Canvas & Empathy Map

literature (articles and books)

Links to websites and platforms

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