Design  thinking

1.   Challenge:  Describe  your  challenge,  including  all  relevant  information.

A  couple  of  years  ago  I  was  living  in  Ecuador.  There  I  realized  how  the  economical  crisis   had  affected  the  people’s  perception  of  my  country  (Spain).

People  having  5  children  and  earning  about  $2  a  day  used  to  tell  me  “you  really  are   having  a  terrible  time  there  in  Spain,  I’m  so  sorry  about  you…”

Besides  this,  15  days  after  arriving  to  that  country  I  was  express  kidnapped  (something   inconceivable  in  Spain)  so  I  developed  two  new  needs:

•   Spending  much  more  time  at  my  expatriated-­home

•   Telling  the  world  that  Spain,  though  in  dire  straits,  was  a  wonderful  and  peaceful   place  to  go  and  to  live  in.

I  decided  to  send  a  strong  message  to  the  rest  of  the  world.

Selection:  In  your  own  words,  briefly  describe  the  tool  you  selected  (e.g.,  what  it  is  and   why  you  selected  it  for  your  challenge  -­-­  including  any  appropriate  video  lecture   references).

I  would  use  my  own  personal  repertoire  to  find  a  possible  solution.  I  begun  finding  a  big   core  target  that  allowed  me  to  create  a  succesfull  business  idea  and  also  helped  me  to   spread  a  message  of  quality  and  tranquility  about  my  country.

So  I  began  to  write  the  STORYTELLING  I  was  about  to  build  using  that  inspiring  and   engaging  tool  we  already  know.

My  first  target  group:  other  Spanish  people

I  involved  lots  of  them  with  my  own  ecuadorian  story  and  gave  them  a  cause  to  fight   against:  misunderstanding  of  our  country.  Much  more  than  a  20%  listened  to  me  and  they     were  rapidly  engaged  with  the  idea  and  joined  the  project.  They  soon  felt  a  part  of  the   process  and  began  to  talk  about  my  idea  as  a  part  of  their  own  organizations  and  lives.

My  second  target  group:  turists

60  milion  people  come  every  year  to  visit  my  country.  I  would  continue  the  conversation   with  them  and  then,  they  would  spread  the  message  in  their  own  countries  talking  to  friends   and  family.  Doing  so  I  could  be  talking  with  milions  of  people  in  a  few  months!

2.   Application:  Describe  how  you  applied  the  tool  you  selected  to  your  challenge  (e.g.,  what

you  did  and  how  the  tool  was  applied  effectively  or  ineffectively).

Everybody  comes  to  Spain  looking  for  paella  and  sangría  and  I  started  my  conversation   creating  a  product  that  amplifies  the  information  about  my  country  using  gastronomy  as  an   excuse  to  chat  with  them.  I  chose  the  tapa’s  trend  to  create  Tapas  to  go!,  a  new  kind  of   souvenir  formed  by  small,  traditional,  sustainable  and  historic  spanish  business  and  lots  of   fun  information  about  all  of  them.

When  you  have  in  your  hand  a  Tapas  to  go!  pack,  you  have  a  completely  different   souvenir,  beautiful,  full  of  interesting  information  and  absolutely  ready  to  fit  into  your   backpack  or  suitcase.

With  every  Tapas  to  go!  You  have  everything  you  need  to  share  at  home  the  tapa’s   experience  you’ve  had  during  your  Spanish  vacation:  the  food,  the  condiments,  the  dishes,   the  napkin…  even  the  music!  Every  Tapas  to  go!  (there  are  7  varieties)  has  an  Spanish   music  playlist,  so  everyone  could  complete  their  tapa’s  experience  and,  of  course,  learn   something  else  about  Spanish  culture  (Spain  is  much  more  than  paella  and  sangría,  and   much  more  than  “flamenco  music”).

And,  nevertheless,  every  Tapas  to  go!  Is  hand  made  with  lots  of  love  by  disabled  people.

All  this,  paying  the  same  price  you  have  to  pay  for  a  typical  souveir  T-­shirt.

This  is  how  Tapas  to  go!  looks  like:

3.   Insight:  Describe  the  insight  you  gained  from  applying  the  tool  you  selected  to  your

challenge  (e.g.,  how  an  insight  affected  your  thinking  about  the  challenge  and  about   design  thinking  more  broadly).

When  I  travel,  I  consider  that  50%  of  the  success  of  a  trip  comes  with  food  and  people  you   share  it  with.  Every  Tapas  to  go!  allows  travellers  to  carry  back  home  this  feeling  so  they   can  continue  my  brand’s  storytelling  at  home,  spreading  the  message  about  Spanish   businesses  and  opmimism  I  wanted  them  to  learn.

The  brand  also  continues  the  conversation  through  the  social  networks.  Just  three  months   after  the  launch,  Google  analytics  showed  that  people  from  47  countries  had  entered   Tapas  to  go!  website.

We  also  receive  lots  of  imputs  and  congrats  from  people  all  over  the  world  through  all  our   media.

4.   Approach:  Describe  what  you  might  do  differently  next  time  -­-­  applying  the  same  tool  you

selected  or  a  different  one  -­-­  and  the  reason(s)  why.

At	
  the	
  beginning	
  of	
  the	
  process	
  I	
  was	
  really	
  afraid	
  of	
  being	
  copied.	
  I	
  didn’t	
  share	
  much	
   information	
  with	
  people	
  who	
  may	
  have	
  helped	
  me	
  just	
  because	
  I	
  was	
  afraid	
  of	
  being	
   cheated	
  by	
  a	
  big	
  Brand	
  with	
  a	
  lot	
  of	
  resources	
  and	
  knoledge.	
  But	
  I	
  soon	
  realized	
  that	
   people	
  was	
  so	
  in	
  love	
  with	
  the	
  Project	
  and	
  the	
  storytelling	
  about	
  it,	
  that	
  nobody	
  tried	
   to	
  do	
  it.	
  	
   	
   I	
  received	
  lots	
  of	
  good	
  ideas,	
  free	
  advises	
  and	
  help	
  from	
  unknown	
  people	
  who	
  didn’t	
   have	
  any	
  reason	
  to	
  help	
  me.	
  The	
  only	
  motive	
  they	
  had	
  was	
  their	
  own	
  personal	
   involvement	
  with	
  the	
  stories	
  we	
  told	
  about	
  the	
  brand	
  and	
  it’s	
  intentions.	
  	
   	
   So	
  I	
  think	
  I	
  would	
  use	
  the	
  same	
  tool,	
  in	
  a	
  most	
  profesional	
  way,	
  maybe.	
  And	
  I	
  would	
  (I	
   have	
  to)	
  spend	
  much	
  more	
  time	
  using	
  the	
  brand’s	
  social	
  networks	
  to	
  make	
  all	
  the	
   project	
  grow.


Design thinking 1 . Challenge : Describe your challenge , including all relevant information . A couple of years ago I was living in Ecuador . There I realized how the economical crisis had affected the people ’s perception of my country ( Spain ) . People having 5 children and earning about $ 2 a day used to tell me “ you really are having a terrible time there in Spain , I ’m so sorry about you … ” Besides this , 15 days after arriving to that country I was express kidnapped ( something inconceivable in Spain ) so I developed two new needs : • Spending much more time at my expatriated-­home • Telling the world that Spain , though in dire straits , was a wonderful and peaceful place to go and to live in . I decided to send a strong message to the rest of the world . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -­-­ including any appropriate video lecture references ) . I would use my own personal repertoire to find a possible solution . I begun finding a big core target that allowed me to create a succesfull business idea and also helped me to spread a message of quality and tranquility about my country . So I began to write the STORYTELLING I was about to build using that inspiring and engaging tool we already know . My first target group : other Spanish people I involved lots of them with my own ecuadorian story and gave them a cause to fight against : misunderstanding of our country . Much more than a 20 % listened to me and they were rapidly engaged with the idea and joined the project . They soon felt a part of the process and began to talk about my idea as a part of their own organizations and lives . My second target group : turists 60 milion people come every year to visit my country . I would continue the conversation with them and then , they would spread the message in their own countries talking to friends and family . Doing so I could be talking with milions of people in a few months ! 2 . Application : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . Everybody comes to Spain looking for paella and sangría and I started my conversation creating a product that amplifies the information about my country using gastronomy as an excuse to chat with them . I chose the tapa ’s trend to create Tapas to go ! , a new kind of souvenir formed by small , traditional , sustainable and historic spanish business and lots of fun information about all of them . When you have in your hand a Tapas to go ! pack , you have a completely different souvenir , beautiful , full of interesting information and absolutely ready to fit into your backpack or suitcase . With every Tapas to go ! You have everything you need to share at home the tapa ’s experience you ’ve had during your Spanish vacation : the food , the condiments , the dishes , the napkin … even the music ! Every Tapas to go ! ( there are 7 varieties ) has an Spanish music playlist , so everyone could complete their tapa ’s experience and , of course , learn something else about Spanish culture ( Spain is much more than paella and sangría , and much more than “ flamenco music ” ) . And , nevertheless , every Tapas to go ! Is hand made with lots of love by disabled people . All this , paying the same price you have to pay for a typical souveir T-­shirt . This is how Tapas to go ! looks like : 3 . Insight : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . When I travel , I consider that 50 % of the success of a trip comes with food and people you share it with . Every Tapas to go ! allows travellers to carry back home this feeling so they can continue my brand ’s storytelling at home , spreading the message about Spanish businesses and opmimism I wanted them to learn . The brand also continues the conversation through the social networks . Just three months after the launch , Google analytics showed that people from 47 countries had entered Tapas to go ! website . We also receive lots of imputs and congrats from people all over the world through all our media . 4 . Approach : Describe what you might do differently next time -­-­ applying the same tool you selected or a different one -­-­ and the reason(s ) why . At the beginning of the process I was really afraid of being copied . I did n’t share much information with people who may have helped me just because I was afraid of being cheated by a big Brand with a lot of resources and knoledge . But I soon realized that people was so in love with the Project and the storytelling about it , that nobody tried to do it . I received lots of good ideas , free advises and help from unknown people who did n’t have any reason to help me . The only motive they had was their own personal involvement with the stories we told about the brand and it ’s intentions . So I think I would use the same tool , in a most profesional way , maybe . And I would ( I have to ) spend much more time using the brand ’s social networks to make all the project grow .