Design Thinking
TECHNO100 Technopreneurship
Unit 2
Table of Contents
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Introduction to design thinking
Empathize
Define
Ideate
Prototype
Test
Introduction to Design Thinking
Good v. Bad Design
User Experience
Process of creating products
that provide meaningful and
relevant experiences to a user
Good v. Bad Design
User Interface
Process used to build interfaces
in computerized devices,
focusing on looks or style
Solving Complex
Problems in a UserCentric Way
What is Design Thinking?
Principles
of Design
Thinking
01
02
03
04
The Human Rule
The Ambiguity Rule
All Design is Redesign
The Tangibility Rule
The Human
Rule
All design is social in nature
Any social innovation
brings back to the
“human-centric point of
view”, meaning that users
should be the center of
the design of the products
or services.
The
Ambiguity
Rule
Ambiguity is inevitable experiment at the limits of your
knowledge
“The need to be right all
the time is the biggest bar
there is to new ideas.” Edward deBono
All Design is
Redesign
Technology and social
circumstances may change
but basic human needs remain
unchanged
Redesign the means of
fulfilling these needs or
reaching desired
outcomes.
The
Tangibility
Rule
Prototypes help to make ideas
tangible, enabling designers to
communicate them effectively
Hypothesizing and testing
will determine what
changes will lead to an
easier, frictionless or more
intuitive path.
Phases of Design Thinking
Empathize
Define
Ideate
Prototype
Test
Identify
and
understand the
problem
Synthesize
and
identify
the
problem
Generate
ideas by
exploring
unexpected areas
Getting
ideas out
into the
real world
Validate
created
solutions
to actual
users
Step 1: Empathize
Empathize
Identify and understand the
problem
Drop assumptions, judgements, and biases when talking to the
target users
How to Empathize with Users?
Observe
Engage
Immerse
View users and
their behavior in
the context of
their lives
Interact with and
interview users
through both
scheduled and
short ‘intercept’
encounters
Experience what
your user
experiences
Qualitative
Data
How do we collect
data from the target
users?
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Research
Interviews
Surveys
Shadowing
Documentary
Journals
Body Language
Qualitative
Data
Use open-ended
questions that provide
insights
Prevent including leading
questions
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Who?
What?
When?
Where?
Why?
How?
Empathy
Map
Tool used to synthesize
collected data from the
users regarding the
problem
User
Empathy Map
List down a target user;
have one empathy map
per user
Says
Empathy Map
What a user says out
loud; includes direct
quotes and verbatim
statements
USER
Thinks
Empathy Map
What the user might be
thinking throughout the
experience; things that
may not want to vocalize
USER
Does
Empathy Map
Actions the user takes;
can be daily activities or
solutions that they have
attempted
USER
Feels
Empathy Map
Emotional states of the
user; ask why they feel
that way
USER
Guidelines for the Empathy Map
Set scope
and goals
Use sticky
notes
Who’s the
user?
Easier to
move
around
Is it to
know the
user or the
problem?
Use one
color per
team
member
Merge
with data
gathering
tools
Include
existing
literature
in the
empathy
map
Don’t be
afraid to
edit
Conflicting
ideas may
be present
Move
around
ideas if
needed
Iterate
Go back
to data
gathering
and add
more
ideas if
need be
Activity
Empathy Map
● Identify target users and
scope
● Know if the problem really
exists for the user
● Collect data from users,
classmates, and the web
● Create an empathy map
Time: 20 minutes
Step 2: Define
Define
Synthesize and identify the
problem
Create an actionable problem statement from the information
collected from the Empathize phase
Part 1
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Storytelling
Capturing key points
Identifying user roles
Creating personas
Creating a
Storyboard
Part 2
● Clustering and
prioritization
● Looking at the needs
and motivations
● Point of View (POV)
Storyboarding
Tool used to visualize the
experiences of the target
user
Steps
Storyboarding
Note important events of
the day-to-day life and
illustrate the problems
experienced even if
there is no dialogue
Persona
Fictional characters
created to represent user
types
Persona
Fictional characters
created to represent user
types
● Useful in considering the
goals, desires, and
limitations of the users to
help guide design decisions.
● A way to put a personal
human face on otherwise
abstract data about
customers.
Parts
Persona
Name and picture
Demographics
Needs and tasks
Expectations and desires
Point-of-View
User + Need + Insight
One sentence that summarizes what the problem that you are
trying to solve for the user
Point-of-View (POV)
Problem
POV Statement
Redesign the local
commuting experience in
Baguio City.
John Doe is a UC student
who needs to get to his
7:30am class because he
has a quiz and might be late.
Activity
Persona + POV
● Synthesize results from the
Empathize stage
● Create a persona with a
name, demographics,
photo, needs, and desires
● Create a POV to summarize
the problem
Time: 20 minutes
Step 3: Ideate
Ideate
Generate ideas by exploring
unexpected areas
Develop as many ideas to solve the problem synthesized in the
Define phase beyond your comfort zone
Types of Solutions - 6Ps
Publication
Validated theories,
processes, and
standards
Patent
New, innovative
solutions; usually
engineered and
illustration
Product
Any tangible
solution (i.e.
products, apps)
People
Includes training
people to be able
to do tasks
Partnerships
Collaborations with
organizations for
other tasks
Policy
Development of
laws or ordinances
Ideation
● Goal: generate as
many ideas as
possible
● Do NOT check for
feasibility and viability
at the beginning of
ideation
Ideally, all ideas from
this phase is turned
into a prototype.
Obviously, that may not be realistic. Therefore, it is necessary to
prioritize the ideas that will be prototyped.
ImpactEffort
Matrix
Tool used to help
prioritize the ideas to be
turned into prototypes
ImpactEffort
Matrix
Identify the impact and
effort based on your
team’s capabilities
ImpactEffort
Matrix
“Big Bets” and
“Incremental” are
prioritized for prototyping
“Money Pit” ideas are
scrapped
Guidelines for the Impact-Effort Matrix
Used to
test ideas
“Easy
Wins” are
not
prioritized
since it’s
deemed
to be
successful
Go
outside of
the box
Try to
focus on
ideas that
you are
not used
to using
Merge
with data
gathering
tools
Include
existing
literature
in the
matrix
Use sticky
notes
Easier to
move
around
Have one
color per
person
Estimates
People
tend to
overestimate
impact
and
underestimate
effort
Activity
Impact-Effort Matrix
● Identify as many solutions
are possible
● Don’t be afraid to get out of
your comfort zone
● Map the solutions in an
impact-effort matrix
Time: 20 minutes
Step 4: Prototype
Prototype
Getting ideas out into the physical
world
Turn the ideas from the Ideate stage into physical objects that
can be validated during the Test phase
Prototype
A first or preliminary
model of something
Show what something
looks or feels like, or how
it operates
Make things tangible
What are the goals of the Prototype phase?
Learn
Explore
Fail
A picture is worth
a thousand
words; a
prototype is worth
a thousand
pictures
Build to think and
spark additional
ideas
Test ideas without
investing too
much time and
money
Goal: fail early and often
The better it looks, the more
narrow the feedback
Failure is simply part of
understanding and
improving
Cost for mistakes and changes
Wait…
Fail?
Costly
product =
Too late
Prototype =
Fail and learn
early
Time on the project
Types of Prototypes
LowFidelity
MidFidelity
HighFidelity
Shows
functionality, look
and feel of
solution using
traditional
materials
Build to think and
spark additional
ideas
Test ideas without
investing too
much time and
money
LowFidelity
Prototype
A first or preliminary
model of something
Show what something
looks or feels like, or how
it operates
Make things tangible
MidFidelity
Prototype
A first or preliminary
model of something
Show what something
looks or feels like, or how
it operates
Make things tangible
HighFidelity
Prototype
A first or preliminary
model of something
Show what something
looks or feels like, or how
it operates
Make things tangible
Types of Prototypes
Activity
Paper Prototype
● Identify at least three (3)
solutions from the Ideate
stage
● Create paper prototypes for
each of the solutions
Time: 60 minutes
Step 5: Test
Test
Validate created solutions
to actual users
Know what your users actually think of your solutions by allowing
them to interact with your prototypes
What are the goals of the Test phase?
Iterations
Empathy
Refine
Informs the next
iteration of
prototypes
Test with your
users and in their
context; it’s
another chance
to build empathy
Refine your POV –
sometimes testing
reveals that the
problem frame
needs to change
Usability
Testing
Practice of testing how
easy a design is to use
with a group of
representative users
How to Get Feedback?
Create a
Storyline
Identify the
situation on when
the user can use
the solution
Synthesize
Feedback
Show your
prototype;
listen carefully to
what they say
Iterate the
Solution
Ideate how the
feedback can be
worked into the
next iteration of
your solution
Types of Testing
Interview
Allow users to use
the prototype;
record what they
say, think, do, and
feel when using
the prototype
Survey
Allow users to use
the prototype; use
existing surveys
(i.e. usability
survey) to check
the usability
Presentation
Showcase your
solution to a set of
users; get their
feedback after
the presentation
Activity
Presentation
● Collate the results from the
Empathize until Prototype
phases
● Create a three-minute
presentation
● Get feedback from the
class