{"id":607,"date":"2020-12-16T16:34:35","date_gmt":"2020-01-31T11:12:16","guid":{"rendered":"https:\/\/dev.philippthesen.de\/leading-design-2\/"},"modified":"2021-01-13T17:19:14","modified_gmt":"2021-01-13T17:19:14","slug":"integration-von-designmethoden","status":"publish","type":"post","link":"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/","title":{"rendered":"Integration of Design Methods"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[17,18,19],"yoast_head":"\nIntegration of Design Methods – Philipp Thesen<\/title>\n<meta name=\"description\" content=\"Personal Website von Philipp Thesen: Designer, Strategieberater und Professor f\u00fcr Mensch-System-Interaktion\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integration of Design Methods – Philipp Thesen\" \/>\n<meta property=\"og:description\" content=\"Personal Website von Philipp Thesen: Designer, Strategieberater und Professor f\u00fcr Mensch-System-Interaktion\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/\" \/>\n<meta property=\"og:site_name\" content=\"Philipp Thesen\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-31T11:12:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-13T17:19:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.philippthesen.de\/wp-content\/uploads\/2020\/06\/Philipp_Thesen_Things_Design_Gallery_1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2500\" \/>\n\t<meta property=\"og:image:height\" content=\"1667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/\",\"url\":\"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/\",\"name\":\"Integration of Design Methods – Philipp Thesen\",\"isPartOf\":{\"@id\":\"https:\/\/www.philippthesen.de\/#website\"},\"datePublished\":\"2020-01-31T11:12:16+00:00\",\"dateModified\":\"2021-01-13T17:19:14+00:00\",\"author\":{\"@id\":\"https:\/\/www.philippthesen.de\/#\/schema\/person\/cd78bcfa114804d1321cee5335b3334a\"},\"description\":\"Personal Website von Philipp Thesen: Designer, Strategieberater und Professor f\u00fcr Mensch-System-Interaktion\",\"breadcrumb\":{\"@id\":\"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.philippthesen.de\/en\/integration-von-designmethoden\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\/\/www.philippthesen.de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Integration von Designmethoden\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.philippthesen.de\/#website\",\"url\":\"https:\/\/www.philippthesen.de\/\",\"name\":\"Philipp Thesen\",\"description\":\"Personal website of Philipp Thesen. 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To get as close as possible to the customers' perspectives, wishes and nees, the design department developed personas \u2013 fictitious personalities with names, ages, origins and social background, individual character traits, abilities, preferences, habits and detailed biographies. The characters, which reflect Telekom's target groups in a differentiated way, were created in an elaborate research process involving numerous interviews, focus groups and home visits with real Telekom customers.<\/p><p>The Telekom design team summarized the results by creating 16 archetypes, which they presented as public portraits in the Telekom Design Gallery. Thanks to the precise descriptions, the fictional personalities came alive: Telekom employees treated them like 16 sympathetic colleagues and began to always consider their needs, requirements and wishes during product development.<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 3,\r\n \"col\": 3,\r\n \"colspan\": 6,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 2001,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">CLIENT<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Deutsche Telekom<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">PROJECT <\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Integration of design methods\u00a0<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">TYPE<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Introduction Personas & Method Subjects<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">ROLE<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Lead \u00a0Design (Strategy, Publishing)<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">YEAR<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">2015\u20132016<\/span><\/p>\",\r\n \"align\": \"middle\",\r\n \"row\": 4,\r\n \"col\": 1,\r\n \"colspan\": 5,\r\n \"offsetx\": -5,\r\n \"offsety\": 0,\r\n \"spaceabove\": 5,\r\n \"spacebelow\": 5,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 21,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p><span style=\\\"font-family: SuisseIntl-Medium-WebM;\\\">Design methods, suitable for practical use<\/span><\/p><p>As part of the Telekom Design Academy, the Group's internal continuing education forum for design, the design department published a lavishly designed method repository titled <a href=\\\"https:\/\/page-online.de\/app\/uploads\/2017\/08\/Telekom_Design_-_Design_Thinking_Doing-1.pdf\\\" target=\\\"_blank\\\" rel=\\\"noopener\\\"><i>Design Thinking Doing<\/i><\/a>. In it, 42 different innovation techniques are explained in detail, supplemented by tips for application and made useful through playing cards. The 16 personas \u2013 one of the most important methods in Telekom's design process \u2013 are also presented in it.<\/p><p>\u00a0<\/p><p class=\\\"_Copy\\\"><span class=\\\"_Copy_Medium\\\">Design and product development processes, sensibly combined<\/span><\/p><p>The aim of the method repository was to ensure that design methods could be effortlessly integrated into the everyday work of all departments throughout the Group. A key component of the publication is therefore a diagram entitled \\\"Design Doing\\\" that shows where Telekom's design and product development processes meet in the various country organizations.<\/p><p>It is recommended, for example that during the classic preparation phase, personas, the Jobs to be Done tool and the Elevator Pitch be used. Prototyping, wireframing and validation techniques are used in the analysis phase. These are further deepened in the realization phase, while other methods ensure brand and design consistency or accompany field tests.<\/p><p>Design Thinking Doing, published by the design department, was available throughout the Group and became a status symbol for innovative thinking. 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\"ar\": 0.6680992381324478,\r\n \"alt\": \"\"\r\n }\r\n ],\r\n \"align\": \"top\",\r\n \"row\": 8,\r\n \"col\": 1,\r\n \"colspan\": 10,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 8,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"hr\",\r\n \"cont\": \"\",\r\n \"align\": \"middle\",\r\n \"row\": 9,\r\n \"col\": 1,\r\n \"colspan\": 11,\r\n \"offsetx\": -5,\r\n \"offsety\": 0,\r\n \"spaceabove\": 5,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 6,\r\n \"frameOverflow\": \"right\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p><span class=\\\"_MONO\\\">LEARNINGS<\/span><\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 10,\r\n \"col\": 1,\r\n \"colspan\": 2,\r\n \"offsetx\": -5,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 4\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p class=\\\"_Copy\\\">Those elements that designers take for granted \u2013 lateral and user-oriented thinking, the constant switch between conception and implementation \u2013 must become physically tangible and easily applicable so that it can be lived outside of design departments.<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 10,\r\n \"col\": 3,\r\n \"colspan\": 6,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 5,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"elementgrid\",\r\n \"cont\": \"\",\r\n \"align\": \"top\",\r\n \"row\": 11,\r\n \"col\": 1,\r\n \"colspan\": 10,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 10,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 1,\r\n \"relid\": 23,\r\n \"config\": {\r\n \"desktop\": {\r\n \"colCount\": 2,\r\n \"colGutter\": 5,\r\n \"rowGutter\": 1\r\n },\r\n \"tablet\": {\r\n \"colCount\": 2,\r\n \"colGutter\": 2,\r\n 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and highly precise personas for Telekom: Anyone who demands strategic design thinking from a corporation must make tools and methods practical.<\/h4>\",\r\n \"align\": \"top\",\r\n \"row\": 1,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 36,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"hr\",\r\n \"cont\": \"\",\r\n \"align\": \"top\",\r\n \"row\": 2,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 37,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"\",\r\n \"align\": \"middle\",\r\n \"row\": 3,\r\n \"col\": 0,\r\n \"colspan\": 7,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 38\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p>Design works when it inspires its users. To get as close as possible to the customers' perspectives, wishes and nees, the design department developed personas \u2013 fictitious personalities with names, ages, origins and social background, individual character traits, abilities, preferences, habits and detailed biographies. The characters, which reflect Telekom's target groups in a differentiated way, were created in an elaborate research process involving numerous interviews, focus groups and home visits with real Telekom customers.<\/p><p>The Telekom design team summarized the results by creating 16 archetypes, which they presented as public portraits in the Telekom Design Gallery. Thanks to the precise descriptions, the fictional personalities came alive: Telekom employees treated them like 16 sympathetic colleagues and began to always consider their needs, requirements and wishes during product development.<\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 4,\r\n \"col\": 0,\r\n \"colspan\": 12,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 0,\r\n \"spacebelow\": 0,\r\n \"yvel\": 1,\r\n \"push\": 0,\r\n \"relid\": 2001,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">CLIENT<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Deutsche Telekom<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">PROJECT <\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Integration of design methods\u00a0<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">TYPE<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Introduction Personas & Method Subjects<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">ROLE<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">Lead \u00a0Design (Strategy, Publishing)<\/span><\/p><p class=\\\"_Copy\\\"><span class=\\\"_MONO\\\" style=\\\"color: #f2f2f2;\\\">YEAR<\/span><br \/><span style=\\\"color: #f2f2f2;\\\">2015\u20132016<\/span><\/p>\",\r\n \"align\": \"top\",\r\n \"row\": 6,\r\n \"col\": 2,\r\n \"colspan\": 8,\r\n \"offsetx\": 0,\r\n \"offsety\": 0,\r\n \"spaceabove\": 15,\r\n \"spacebelow\": 20,\r\n \"yvel\": 1,\r\n \"push\": 2,\r\n \"relid\": 21,\r\n \"frameOverflow\": \"\"\r\n },\r\n {\r\n \"type\": \"text\",\r\n \"cont\": \"<p><span style=\\\"font-family: SuisseIntl-Medium-WebM;\\\">Design methods, suitable for practical use<\/span><\/p><p>As part of the Telekom Design Academy, the Group's internal continuing education forum for design, the design department published a lavishly designed method repository titled <a href=\\\"https:\/\/page-online.de\/app\/uploads\/2017\/08\/Telekom_Design_-_Design_Thinking_Doing-1.pdf\\\" target=\\\"_blank\\\" rel=\\\"noopener\\\"><i>Design Thinking Doing<\/i><\/a>. In it, 42 different innovation techniques are explained in detail, supplemented by tips for application and made useful through playing cards. The 16 personas \u2013 one of the most important methods in Telekom's design process \u2013 are also presented in it.<\/p><p>\u00a0<\/p><p class=\\\"_Copy\\\"><span class=\\\"_Copy_Medium\\\">Design and product development processes, sensibly combined<\/span><\/p><p>The aim of the method repository was to ensure that design methods could be effortlessly integrated into the everyday work of all departments throughout the Group. A key component of the publication is therefore a diagram entitled \\\"Design Doing\\\" that shows where Telekom's design and product development processes meet in the various country organizations.<\/p><p>It is recommended, for example that during the classic preparation phase, personas, the Jobs to be Done tool and the Elevator Pitch be used. Prototyping, wireframing and validation techniques are used in the analysis phase. These are further deepened in the realization phase, while other methods ensure brand and design consistency or accompany field tests.<\/p><p>Design Thinking Doing, published by the design department, was available throughout the Group and became a status symbol for innovative thinking. 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