Design thinking ryan jung
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Design thinking is a systematic process for deeply understanding customer problems, generating potential solutions, and testing ideas to develop the best solution. It involves building empathy with customers through interviews, analyzing interview insights to define the problem, ideating potential solutions, prototyping top ideas, and testing prototypes with customers through additional interviews. The process aims to move from an unknown problem and unknown solutions to understanding the customer need and developing the best solution to address that need.
Design thinking ryan jung
- 2. Intro
- 3. What is Design Thinking?
- 4. The Design Thinking Wayfinder “Square of Doom” (aka Solution looking for a problem) Build Empathy IdeateBuild to Learn Unknown Unknown Known Known The (Best) Solution TheCustomer(Need)
- 5. Design Thinking is… A systematic process for deeply understanding our customers’ problems, generating a series of potential solutions, and testing these ideas to come up with the best possible solution
- 6. Pre-Work • Challenge: Understand how someone solves a transportation problem • Do 2 interviews with subjects
- 7. Day 2
- 9. Roadmap • Unpacking Techniques – Clustering / Insight Statements – Experience Maps • Ideation Techniques – Mind Mapping – Analogous Experiences (optional) • Prototyping • Last round of interviews
- 10. What were the most surprising things you heard?
- 11. What were the most interesting things you learned?
- 12. Now let’s cluster these ideas by themes
- 13. Insight Statements • We noticed __(behavior)__ • I wonder if this means __(who?)__ • Need a way to __(do something)__ • Because __(what is their problem?)__
- 14. Frame the problem • How Might We… • Let’s come up several of these and decide what we like best
- 15. Breakout 1 Do Top Learnings, Clusters, Insight Statements, and HMWs in teams
- 16. Experience Maps Stage 1 Stage 2 Stage 3 Stage 4 Doing Thinking Feeling Challenges Tools People
- 17. Insight Statements • We noticed __(behavior)__ • I wonder if this means __(who?)__ • Need to way to __(do something)__ • Because __(what is their problem?)__
- 18. Frame the problem • How Might We… • Let’s come up several of these and decide what we like best
- 19. Breakout 2 In your teams, make a customer experience map
- 20. Do we want to do another round of HMWs?
- 21. Ideation
- 22. The Design Thinking Wayfinder “Square of Doom” (aka Solution looking for a problem) Build Empathy IdeateBuild to Learn Unknown Unknown Known Known The (Best) Solution TheCustomer(Need)
- 23. Mind Mapping
- 24. Examples
- 26. How Might the Experience of Childcare Be More Like an Action Movie? • Hero? • Hero’s special power? • Hero’s weakness? • Hero’s challenge? • What makes hero realize they have ability to overcome challenge? • Who is hero’s mentor?
- 27. How might the experience of childcare be more like planning a party? • What kind of party will make people come? • Who should we invite? • Where will we have the party? • What kind of activities will there be?
- 28. Breakout 3 In your teams, select either Mind Maps or Analogous Experiences and run this exercise on your HMW
- 29. Prototypes
- 30. What is the most important aspect of our solution that we need to test?
- 31. What is the most important assumption we are making?
- 32. Breakout 4 Time to Build…
- 33. Last Interview Test your prototype with a live customer
- 34. Interview Format • Start the interview without the prototype • Ask the customer about the problem and how they currently deal with it • How much does the problem impact their life? • Now show the prototype • Tell a story that explains how it will work • Ask what parts of it they like the most • Would they use it in their life? • How much would they pay for it?
- 35. Debrief
- 36. What did we like the most about the process?
- 37. What did we like the least?
- 38. How would you change the process?
- 39. Thank you