Fabrice Pöhlmann

You may think that we are all rational beings who make logical decisions. 40 years of research have shown that sometimes the exact opposite is the case. Nobel Prize winner Daniel Kahneman and many other scientists have proven that our perception and decisions are distorted by so-called heuristics or biases. They cause us to make decisions emotionally, impulsively and not always to our advantage. As behavioral designers, we use these cognitive biases to find answers to the questions of why people choose one product over another, why they eat healthy or unhealthy food or why they prefer one brand over another.

Design thinking is a problem-solving approach that emphasizes empathy for users, creativity, and iterative prototyping. It involves understanding user needs, brainstorming innovative solutions, and testing and refining ideas to create more user-centered and effective products or solutions. Its benefits include fostering innovation, enhancing user satisfaction, and driving business growth by addressing real user.

Unfortunately, the start of product development is often slow and laborious. Endless concepts are drafted, countless PowerPoint charts are created without integrating customer feedback right from the start. Once the project has started, countless development loops are made without knowing whether the end product is really worthwhile and whether it fulfills a real customer need. In my keynotes I show how exactly and with which methods I have developed digital products at top speed in the past.

Design entrepreneurship combines design principles with business acumen to create innovative products, services, or ventures. It focuses on leveraging design thinking to identify market opportunities, differentiate products through aesthetics and functionality, and ultimately succeed in the competitive business landscape. It's about using design as a strategic tool to drive innovation, improve user experiences, and achieve sustainable business success.