Design thinking
Workbook
Digital Essentials program
CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific permission of McKinsey & Company
is strictly prohibited
The design thinking process
Discover
In this stage, we focus on customer research. We might:
 Review quantitative data, such as industry reports and statistics
 Interview, survey, or observe end users to better understand
their needs, challenges, desires, and contexts
Deliver
Design
In this phase, we implement, typically in short, iterative
cycles that allow us to get feedback from users and
refine our approaches. We should:
 Define achievable, measurable goals
 Use small-scale launches such as pilots or beta
testing to gain new insights
 Continuously improve the design
In this phase, we generate and test ideas. We use
prototypes and models to:
 Collect feedback from users and refine our approach
 Rapidly identify critical risks and challenges
 Uncover incorrect assumptions
 Validate and improve the design
CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific permission of McKinsey & Company is strictly prohibited
McKinsey & Company
2
How could you use design thinking in your own role?
This activity is for your personal use. Type your thoughts into the form below, or print this page out and write your answers by hand.
In the space below, describe a challenge end users face when using your product or service.
Then, jot down three ways you could address that challenge.
As you work on your idea, ask yourself:
•
•
•
What have you observed or heard from customers that made you realize this is a challenge?
What’s an easy way to address the challenge?
If you could do a full redesign, what would you do?
After you’ve typed in the form, use Save As to keep a copy of your ideas.
CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific permission of McKinsey & Company is strictly prohibited
McKinsey & Company
3