Intro to Design Thinking.pdf
- 2. What is Design Thinking? Design thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. Involving five phases—Empathize, Define, Ideate, Prototype and Test—it is most useful to tackle problems that are ill-defined or unknown. Design thinking is defined as “a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” - David Kelley; Innovation Design Engineering Organization (IDEO) founder -
- 3. How do we translate user needs and desires? DEFINE How do we understand the needs and consumer desires? EMPATHIZE What inventions meet the value of functionality? IDEATE How do we come up with an idea? PROTOTYPE How do we proving and refine an idea? TEST The objective of Design Thinking is to produce innovations that prioritize CONSUMERS and FUNCTIONAL VALUE. The act of understanding, noticing, being sensitive to, and directly experiencing the feelings, thoughts, and experiences of others This process involves the process of parsing/analysing /framing the information obtained in the empathy session and then making a synthesis/summary of the selected issues/problems. Tools/methods: • Brainstorm • Benchmark • Story board • Sketch • SCAMPER • ‘House of Quality’ (HoQ) This process requires individuals to plan systematically so that selected ideas can be realized through products or services. Tools/methods: • Simulation • Screenplay • Test run • Trial run
- 4. 1. Empathize The Design Thinking process starts with empathy. In order to create desirable products and services, we need to understand who our users are and what they need. What are their expectations in relation to the product we’re designing? What challenges and pain-points do they face within this context? During the empathize phase, we’ll spend time observing and engaging with real users (or people who represent your target group)—conducting interviews, seeing how they interact with an existing product, and generally paying attention to facial expressions and body language. As the first step in the Design Thinking process, the empathize phase encourages us to set our assumptions aside. Armed with first-hand insights, we’ll be able to design with real users in mind. That’s what Design Thinking is all about!
- 5. 2. Define In the second stage of the Design Thinking process, we’ll define the user problem that we want to solve. First, we’ll gather all of our findings from the empathize phase and start piecing them together. What common themes and patterns did we observe? What user needs and challenges consistently came up? Once we’ve synthesized our findings, we’ll formulate what’s known as a problem statement. A problem statement— sometimes called a point of view (POV) statement—outlines the issue or challenge that we will seek to address. As with anything in the Design Thinking process, the problem statement keeps the user in focus. By the end of the define phase, we will have a clear problem statement which will guide us throughout the design process. This will form the basis of our ideas and potential solutions.
- 6. 3. Ideate The third stage in the Design Thinking process consists of ideation—or generating ideas. By this point, we know who our target users are and what they want from our product. We also have a clear problem statement that we’re hoping to solve. Now it’s time to come up with possible solutions. The ideation phase is a judgement-free zone where the group is encouraged to venture away from the norm, to explore new angles, and to think outside the box. We’ll hold ideation sessions in order to generate as many ideas as possible—regardless of whether or not they’re feasible! For maximum creativity, ideation sessions are often held in unusual locations. Throughout this stage of the Design Thinking process, we’ll continuously refer back to our problem statement. As we prepare to move on to the next phase, we’ll narrow it down to a few ideas which we’ll later turn prototypes to be tested on real users.
- 7. 4. Prototype In the fourth stage of the Design Thinking process, we’ll turn our ideas from stage three into prototypes. A prototype is essentially a scaled-down version of a product or feature—be it a simple paper model or a more interactive digital representation. The aim of the prototyping stage is to turn our ideas into something tangible which can be tested on real users. This is crucial in maintaining a user-centric approach, allowing us to gather feedback before we go ahead and develop the whole product. This ensures that the final design actually solves the user’s problem and is a delight to use!
- 8. 5. Test The fifth step in the Design Thinking process is dedicated to testing: putting our prototypes in front of real users and seeing how they get on. During the testing phase, we’ll observe our target users—or representative users— as they interact with our prototype. We’ll also gather feedback on how our users felt throughout the process. The testing phase will quickly highlight any design flaws that need to be addressed. Based on what we learn through user testing, we’ll go back and make improvements. Remember: The Design Thinking process is iterative and non-linear. The results of the testing phase will often require us to revisit the empathize stage or run through a few more ideation sessions before we create that winning prototype.
- 9. • Leave titles at the door! • Encourage wild ideas! • Go for quantity! • Build on Ideas of others! • Think human centered! • Be visual and make it tangible! • Avoid criticism! • Fail early and often! • Stay focused! • Let`s have fun!.