设计思维是一个看上去每个字都认识，又让人似懂非懂的词。 而且常常被人们误解为，是设计师的思维。
Design Thinking is a phrase that seems so obvious yet still so many people misunderstand.
设计思维其实并不局限于是产品设计， 或者设计行业， 也并不是设计师的思维， 设计思维，是一种思维模式。
In fact, deisgn thinking is not limited to product design , industry design ,or designer's thinking methods， design thinking is a way of thinking.
设计思维给我们提供了一个新的处理问题的方式，让我们来看一下设计思维是如何拯救卖火柴的小姑娘的。
Deisgn thinking provide us with a new way to solve the problem , let me share with you a story about the Match Girl.
卖火柴的CEO逆袭事件
Story of the match girl
👇👇👇
光就火柴的本质来看， 灰姑娘火柴店的火柴和卖火柴的小姑娘的火柴本质上并没有什么区别。 那为啥大家去灰姑娘那卖火柴呢？
From the product perspective , Little Match girl's matches are basically the same with Cinderella's , but everyone went to the Cinderella's match store. Why？
不知道为何的话，就去问买家呀~，于是我们辛辛苦苦的对10086 个买家做了用户调研，从1对1采访，到焦点小组， 我们研究了人们买火柴的基本动机：
If you dont know why , just ask the customers! So we did a research with 10 086 participants: one on one interviews, focus group interviews and we investigated the motive of buying matches.
1. 你用火柴干什么 ? What do you use the matches for?
2. 对火柴有什么要求 ? Do you have any special requirements for the matches?
3. 一般去哪里买火柴？ 为什么？Where do you often go buy matches and why?
通过用户调研，我们发现市场上的火柴大多都大同小异，决定人们购买火柴的因素基本都是人多去哪里，就近原则， 而人们用火柴一般也就是点火用。
那么既然市面上的火柴都差不多，是否可以额外的给火柴加一些东西和用途呢， 我们在用户调研的时候发现了一个新的火柴用途： 玩具。
Ater the user research we found out that the matches in the market are almost the same, most people go to the nearest store to buy them, and they only use it to create fire. Though there are many diffreent kind of matches on the market, would it be possible to give them new function? If we start thinking out of box we can find a new fuction: toy.
于是决定要从市面上差不多的火柴中脱颖而出，我们只能另辟蹊径： 或是给火柴加点颜色？ 或是在摆摊的时候用火柴做成不一样的东西？
So if we want to distinguish our matches from the others, we can only find a new way: add some colors of the matches ? or put them into different colors?
在一阵头脑风暴后，我们找到了火柴作为产品的改进方案。
After the brainstorm , we came up with a new plan:
而卖火柴的小姑娘日后卖的可能也不只是火柴，而是一种艺术，一项带孩子一起发挥想象力，用火柴制造新工艺的服务。
Maybe the Match girl will not only sell the matches, but also an artwork , or a service to teach kids how to use the matches to create formations.
这就是传说中用设计思维逆袭成功的卖火柴的CEO的故事。
This is the story about how to use design thinking to make a sucessful business.
在这个故事中，我们经历了设计思维的6大步骤。
In this story , we actually experienced 6 steps .
图片来源： nngroup.com
第一步： 移情
1st Step: EMPATHIZE
了解用户为什么使用火柴，需要什么样的火柴。
Why the user wants to use the matches, and why they need it ?
“移情”意思是要有同情心，同理心。在发现问题的时候，最重要的就是从用户的角度去思考问题， 而并非从自己的角度去思考问题。
Conduct a research to understand your users, to consider the problem from the perpective of the users.
第二步：下定义
2nd Step: DEFINE
找到火柴买出不去的真正的原因，是产品的问题，还是销售的问题？ 还是两者都有？
To find the real reason of why nobody buys the matches; Is it because of the product, or the marketing or both?
用户的嘴上说的问题可能并不是其正在的需求。 我们需要抛开层层“真相” 找到真正的痛点，找到试图回答的真正的问题。
What users are saying or asking for might not be their true needs, we need to find the real pain point behind the lines., and try to figure out the real question we need to answer.
为了更好的说明这个问题，还记得我们之前在提到适切科技的时候提到的关于剥玉米神奇的故事么？
For example, remeber the corn-sheller story we talked about Appropriate Technology last time?
工程师辛辛苦苦的帮发展中国家的妇女做了个快速剥玉米的神奇，结果，她们却将之束之高阁，原因是剥玉米的时间是她们用来侃大山的时间，因此剥玉米的艰辛实则并不是当地妇女的痛点。 她们真实的问题可能是如何剥的更慢
The corn-sheller the engineer made for the developed countries women to speed up their working process turns out to be some useless, because though it takes time to shell the corn , but they enjoy it ,they spend the time to talking about the kids , men and everthing , so the engineer might not find the real problem.
你可以点击Appropriate Technology is a way of thinking | 适切科技 — 新的性感复习巩固~
You can click on Appropriate Technology is a way of thinking | 适切科技 — 新的性感 to learn more about the corn-sheller story
第三步： 设想：
3rd Step: IDEATE
头脑风暴。
Bascially it means Brainstorming
尽可能多的去想解决方案， 然后简化为一个具体的方案。
Try to come up with as many crazy and creative ideas as you could ,and include them in the plan.
第四步： 制作原型：
4th Step: PROTOTYPE
在纸上画出改良的火柴的图纸。
Draw the picture of the matches on the paper.
用最短时间、最少成本做出解决方案。
Try to prototype by using the least cost and time .
第五步： 测试：
5th Step: TEST
用少量的火柴做尝试。
Try to use a small bunch of matches to make the product.
邀请用户前来体验， 模拟感受，
Invite the users to experience, and give feedback.
第六步： 实施：
6th Step: IMPLEMENT
批量生产，销售。
在原型完成并得到正向的反馈后， 将原型制作成可用产品。
Transform the prototype into an actual product.
图片来源： nngroup.com
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