Page 111 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201511112. http://steveblank.com/2010/01/25/whats-a- startup-first-principles/13. To quote Steve Jobs, “Design is not just what it looks like and feels like. Design is how it works”. It is not something so new despite seeming the opposite, as in the mid-twentieth century Charles Eames, one of the furniture design icons, defined the boundaries of design as the limits of the problems.14. We refer readers who are interestedto http://www.designcouncil.org.uk/ news-opinion/introducing-design-methodsWe also recommend reading the institu- tion’s eleven design lessons that can be accessed from its website at http://www. designcouncil.org.uk/knowledge-resources/ report/11-lessons-managing-design-glob- al-brands15. On this basis, during 2013 and 2014, while reviewing the various projects undertakenat our company Thinkers Co., the founders, Juan Gasca and Rafael Zaragoza, carried out a reflection and explicit visualisation process that gave rise to our work process built from compiling 80 tools in four phases: map, explore, build, test. It respects the principles of the double diamond model and is featured in the book Designpedia, published by LID (http://www.lideditorial.com/ novedad/libros/1002734014101/designpe- dia.1.html). Templates of these tools and case studies in which their developmentand application is exemplified can be found on our website www.designpedia.info. For16.other applications or viewpoints, see, for example:http://www.designcouncil.org.uk/Case-stud- ies/FeONIC/http://www.designcouncil.org.uk/Case-stud- ies/Northern-Way-worklessness-pilot/http://www.designcouncil.org.uk/Case-stud- ies/Arcam/http://www.ibscdc.org/Case_Studies/Mar- keting/Marketing%20Strategies/MM0025. htmFor reasons of space, we cannot discuss in detail the different techniques listed. For further information about the different stages proposed, see Steve Blank’s two fundamental works: The Startup Owner’s Manual: The Step-by-Step Guide for Building a Great Company and The Four Steps to the Epiphany.This is a somewhat ambivalent concept in the entrepreneurial world. Based on our experience, we define it as “the product that meets the fundamental functional charac- teristics of stability, usability and design that define the core of what the final product/ service will be”.Each of the states described has a complex development depending on the casuistry of the type of product/service we build and the techniques we wish to use in each part of the process. Only the three necessary phases are mentioned here.17.18.Juan Gasca and Jose Manuel Jarque Muñoz