1

ISI2E2 - Desain Pengalaman Pengguna

Design Thinking

Information Systems

School of Industrial and Systems Engineering

Universitas Telkom
 2

2
 3

AirBNB
● In 2009, AirBNB revenue was very low.
● The AirBNB team found a pattern in which unsold listing generally had
bad images. Advertisers only use cellphones or take photos from
other places
● At that time, Airbnb was part of the YCombinator business incubator.
Airbnb should focus on "growth" such as: increasing the number of
customers.
● But the Airbnb team instead "went out the building", tried to take
professional photos of the advertisements again.
● The result after using a new photo: revenue increased by 100%
● Instead of focusing on scalability, the team turned inward and asked
'what does the customer need?'

3 Sumber Referensi:https://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business/
 4

Ericsson’s Innova
● Ericsson is a telecommunications company in Sweden
● Ericsson wants to enhance the culture of innovation in the company
● Ericsson built an internal business incubator by applying design
thinking, named Innova
● Five years since the establishment of Innova, there have been 4000
ideas submitted, 450 ideas to get seed funding, 45 get second round
funding, and 5 ideas have become a product.

4 Sumber Referensi:https://thisisdesignthinking.net/2015/09/ericssons-innova-system-how-to-evoke-employees-entrepreneurial-spirit/
 5

What is Design
Thinking?
Design Thinking is a non-linear and
iterative process that seeks to
understand users, challenge
assumptions, redefine problems and
create innovative solutions.

5
 6

Apa itu Design

Thinking?
Design Thinking adalah proses yang
non-linear dan berulang yang berusaha
untuk memahami pengguna, menantang
asumsi, mendefinisikan kembali masalah
dan menciptakan solusi inovatif.

6
 7

Different
Versions of
Design Thinking

7
 8

Traditional thinking vs Design thinking

8
 9

Traditional thinking vs Design thinking

Find the right solution Solve the right problem

9
 10

Empathize
Being empathetic means finding out the user's
context and motivation. Including finding out the
journey (journey) and difficulties experienced (pain
points).
● Try
● Ask
● Observe
10 ●
 11

11
 12

Define
After gathering insights from the user, then we carry
out analysis and synthesis of the data to form a
problem statement.

12
 13

13
 14

Ideate
It's time to "think outside the box" ...
Find as many alternative ideas as possible to solve
the problem statement.
Choose one idea that is most suitable.

14
 15

15
 16

Prototype
Express ideas in physical form or prototypes.
Prototype aims to convey how the idea of our
solution.

16
 17

17
 18

Test
Use the prototype to test whether our idea really
solves the problem.
Gather feedback from users to improve our ideas.

18