Summary of

THINK501x Design Thinking Fundamentals

Week 1: Introduction to Design Thinking

● Design thinking is a user-centered, creative, and collaborative problem-solving methodology. It is
also a set of attitudes and a way of thinking.
● Design thinking is best done in cross-functional teams, with expertise in [see also Figure 1]:
● Technology (feasibility, what is possible)
● Business (viability, the goals of the organization)
● User (desirability, the needs/desires of the user and the context)
● Design thinking requires that you place the needs of the user and your understanding of their
problem at the center of your work.
● Focusing on real user problems and needs will result in more successful solutions.
● Involving users in the process is important, in research, in idea evaluation, and in prototype
testing.
● The stages and substages of design thinking are [see also Figure 2]:
● Research
■ Initial Problem Description
■ Research
■ Reframed Problem Definition
● Ideation
■ Ideation and Synthesis
■ Visualization and Storytelling
● Prototyping
■ Iterative Prototyping
■ Testing and Refinement
● Iteration happens often, at any stage/substage.
● The type of thinking done in design thinking:
● Start by being open to all possibilities, refer to research to help you discard some options
and make choices
● Don't assume your first idea is the best idea
● Be flexible and spend time exploring possibilities
● Good solutions have a purpose, fit in the context, and are useful, understandable, honest,
sustainable, long-lasting, compelling, and simple.

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Week 2: Defining a Problem and Creating a Team
● Design thinking is best done when everyone on the team is invested and participating in design
thinking equally.
● You may need to introduce design thinking to your organization before you can begin forming a
team and solving problems. For design thinking to succeed, the organization should:
○ Encourage new thinking, creativity, and innovation and be supportive of the time the
design thinking process takes
○ Be committed to learning from the customer
○ View failure as acceptable and a precursor to innovation
○ Promote an atmosphere of collaboration and cooperation among members
● When design thinking is done well, it can promote an atmosphere of innovation in an
organization.
● Design thinking starts with a problem that can come from a variety of sources.
● Start the design thinking process by finding out more about the problem.
○ Ask what, who, when, where, why, how questions of the problem
○ From these questions, ask what expertise is required and who has that expertise
● When building a team, you will need to answer a series of questions regarding personnel
requirements and administrative details.
● Design thinking team members should be:
○ Comfortable with ambiguity
○ Able to work in a collaborative environment
○ Constructive with their feedback
○ Curious, open minded, and non-judgmental
○ Able to view the situation from multiple perspectives
○ Empathetic
○ Open to the process and letting the process work
● A design thinking team should be comprised of a diverse mix of people from different levels of the
company.
● Choosing an experienced team leader is critical for the team.
● Revisit the problem definition after the team is created to include team members' expertise in
defining the problem.

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Week 3: Research and Refine the Problem
● In research, you seek to:
○ Understand the target user's needs and desires, both explicit and latent
○ Develop empathy for the target user
○ Understand the context (environment, circumstances, processes) of the problem and
user
○ Explore the three focus areas = viability, feasibility, and desirability
○ Collect benchmark information
● Iterative investigation, analysis, and sharing helps refine the problem.
● Research methods:
○ Interviews - 1:1 conversation, good for personal perspective on experiences
○ Participant Observation - watch users, good for understanding actions in context
○ Focus Groups - guided group discussion, good for quick and non-sensitive information
● During research:
○ Be ethical (respect privacy, allow participants to opt out, be clear in your intentions, etc.)
○ Conduct research in the user's environment at the time the activity normally occurs
○ Be open to hearing other people's experiences without judgment
○ Spend time with users so they feel more comfortable
○ Avoid leading questions
○ Allow users time to think
○ Go in with a goal but let users lead the conversation
○ Seek multiple perspectives from multiple users
○ Record audio and video, if possible
● After research:
○ Review and categorize your data
○ Share findings with stakeholders
○ Create personas to refer back to throughout the process
○ Write a reframed problem definition that includes findings from the research (may also
write a design brief)

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Week 4: Ideation and Synthesis
● Design thinking is not a linear process, there are cycles throughout the stages.
● Divergent thinking, or ideation, is creative and generative (creating choices).
○ Prepare for ideation by reviewing user research and noting questions about the findings.
○ To begin ideation:
■ Select an ideation facilitator and note-taker
■ Find a comfortable, open place to work
■ Gather all the materials you will need
■ Have the team set ground rules for ideation sessions (defer judgment, encourage
wild ideas, build on other's ideas, be visual, focus on quantity)
■ Do activities that spark creativity in the team
○ Move to ideation methods, such as brainwriting, mind mapping, Note and Vote, Worst
Possible Idea, SCAMPER.
○ Record ideas with words and a sketch to allow the team to visualize solutions.
■ Simple sketches provide more information than just words
■ A sketch gives the team something to refer to during the discussion
■ Sketches provide the look, shape, and feel of the idea
○ Ideas may be shared as they are thought of or there may be a dedicated time to share
ideas.
○ You are likely finished ideating when:
■ Everyone has had an opportunity to contribute
■ Many of the same ideas are being suggested
■ You have many ideas to choose from
■ Continuing seems unproductive
● Convergent thinking, or synthesis, is analytical (making choices) and helps you identify ideas that
are mostly likely to solve the problem.
○ Initial evaluation methods include the 3-Circle Sorting, Affinity Diagram, and Criteria
Marking.
○ Critiques of ideas can provide feedback to improve ideas and help narrow down choices
for prototyping.
○ Further narrowing of ideas can be accomplished using a Decision Matrix Analysis, a
Paired Comparison Analysis, or Strategic Direction Map.
○ Keep records of all ideas because they may be useful for another problem.
○ Determine what ideas will proceed to prototyping.
[see also Figure 3 and Figure 4]

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Week 5: Prototyping and Testing
● Users interact with a model of an idea to provide feedback.
● Can be done at any stage, anytime you have an idea or want to explore something with a user.
● The time and cost spent prototyping before release will result in better solutions, solutions that
actually solve the problem, better ROI for the organization.
● Iterate creating a prototype, testing, and revising. Repeat until the users see value in the solution
and most or all of your criteria thresholds are achieved.
● Before testing:
○ Select criteria for evaluating solutions (what you test) and the threshold levels needed to
be met to call the idea successful
○ Determine the type of prototype you need based on what you want to test
● Different levels and types:
○ Low fidelity
■ Examples = sketches, storyboards, wireframes, color/material samples, customer
journey map
■ Attributes = unrefined and inexpensive, goal is speed and quantity
■ Assess if idea has value
○ Medium fidelity
■ Examples = hand or machine fabricated, computer-generated rendering or screen
mock-up, workflow, role play, desktop walkthrough
■ Attributes = some elements are close-to-final while others are "unfinished"
■ Assess if idea solves the problem and resonates with user
○ High fidelity
■ Examples = complete manufactured version, interactive with all functions
included, soft opening
■ Attributes = full-scale and working
■ Assess if solution functions as intended in context
● During testing:
○ Go in with a mindset of experimentation and don't be attached to ideas.
○ Test with real users in context and be ethical in your testing.
○ First observe the user interacting with the prototype--do not judge or make suggestions for
what the prototype is or should do. Later, ask users to do specific tasks and observe.
○ Ask users questions related to your criteria and ask them for open feedback.
○ Take notes. Record audio and video, if possible.
○ Test with multiple users and test different prototypes with the same user.
● After you release your finalized solution to the public, continue to capture feedback and determine
improvements for future versions.

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Figures From This Course

Figure 1: Areas of Focus in Design Thinking

Figure 2: Design Thinking Process Overview

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Figure 3: Divergent and Convergent Thinking in Design Thinking

Figure 4: Creative Chaos in Design Thinking