Design Thinking Course

DAY
3
Dharam Mentor
Brand Mentor | Author | Educator: Design thinking for Emotional
Innovation | Master’s in Branding, University of the Arts London | Founder
‘Good Design thinking is Good Business’

#dharammentor
Design Thinking Course
Day 1 Introduction—What is
Design thinking
+ Introduce the author Dharam Mentor
+ Introduce the Design thinking
+ Design thinking - three types of Innovations

Day 2 Empathize—Research Your

Users’ Needs.
+ Observation Plan & Techniques
+ Interview Plan & Techniques
+ Empathy Mapping

Day 3 Define—State Your Users’

Needs and Problems.
+ Clustering thoughts
+ Organizing Data on system LATCH

Day 4 Ideate—Challenge
Assumptions and Create
+ Brainstorming Techniques
+ Semiotic Signifier/signified
Ideas. + 27 Sutras of Ideation

Day 5 Prototype & Test—Create

and try Your Solutions Out.
+ Testing Prototypes Mockup with TG
+ Testing Your Concept/mood with TG
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Day 3 Define—State Your Users’
Needs and Problems.
+ Clustering thoughts
+ Organizing Data on system LATCH

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Clustering thoughts
What is clustering in design thinking?

Clustering is used to organize and analyze large

numbers of ideas by categorizing them.

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Clustering thoughts
What is affinity clustering in design thinking?

Affinity mapping is the process of grouping and

clustering ideas into similar themes in categories.

The process works well with the overall design thinking

approach allowing an equal opportunity for ideas, a
collaborative environment, and a platform for creative
thinking.

#dharammentor
Clustering thoughts
What is affinity clustering in design thinking?

Affinity mapping is the process of grouping and

clustering ideas into similar themes in categories.

The process works well with the overall design thinking

approach allowing an equal opportunity for ideas, a
collaborative environment, and a platform for creative
thinking.

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Affinity clustering Example:

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Affinity clustering Example: Shape

SHAPE

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Affinity clustering Example: Shape

SHAPE

CIRCLE STAR SQUARE

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Affinity clustering Example: Shape

SIZE

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Affinity clustering Example: Shape

SIZE

LARGE MEDIUM SMALL

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Affinity clustering Example: Shape

COLOUR

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Affinity clustering Example: Shape

COLOUR

RED BLUE GREEN

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 Affinity clustering Example:

SHAPE SIZE

CIRCLE STAR SQUARE LARGE MEDIUM SMALL

Cluster
based on the
affinity/
character

COLOUR

RED BLUE GREEN

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Day 3 Define—State Your Users’
Needs and Problems.
+ Clustering thoughts
+ Organizing Data on system LATCH

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Affinity clustering:

Brainstorming:

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Affinity clustering:

Brainstorming:
+ Discussing thoughts, information, and ideas
+ Its collaborative exercise
+ Generate as many as thoughts possible

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Affinity clustering:

Brainstorming:
+ Multidisiplaniary participants add more value
+ Discussion could trigger new thoughts
+ Articulating thoughts on a sticky note helps

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Affinity clustering:

Brainstorming:
+ Sharing and exchanging thoughts add value
+ Keep it in practical mode works best
+ Active participation is important

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Affinity clustering:

Brainstorming Generates:
+ A good amount of data-point on the issue
+ Multi perspective views on the issue
+ Issue related rational and emotional information

#dharammentor
Day 3 Define—State Your Users’
Needs and Problems.
+ Clustering thoughts
+ Organizing Data on system LATCH

#dharammentor
Affinity cluster exercise: A Firm Function Improvement

What are
the issues in
our content
creation
process?

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 Affinity cluster exercise:

I am not clear
about who the
stakeholders
are for our
project.

#dharammentor
 Affinity cluster exercise:

I am not clear
about who the
stakeholders
are for our
project.

Approvals take
centuries, and
it is pathetic.

#dharammentor
 Affinity cluster exercise:
Getting visual
I am not clear inputs for the
about who the project takes a
stakeholders long time.
are for our
project.

Approvals take
centuries, and
it is pathetic.

#dharammentor
 Affinity cluster exercise:
Getting visual
I am not clear inputs for the
about who the project takes a
stakeholders long time.
are for our
project.

Approvals take
centuries, and
it is pathetic.

The SEO team

is very slow
in providing
keywords;
they take a hell
lot of time.

#dharammentor
 Affinity cluster exercise:
Getting visual
I am not clear inputs for the
about who the project takes a
stakeholders long time.
are for our
project.

Approvals take
centuries, and
it is pathetic.

The SEO team

is very slow
in providing
keywords;
they take a hell
lot of time.

Most of the
days, I lack the
motivation to
write content.

#dharammentor
 Affinity cluster exercise:
Getting visual
I am not clear inputs for the
about who the project takes a
stakeholders long time.
are for our
project.

Approvals take
centuries, and
it is pathetic.

The office
environment
is noisy; I find
The SEO team
it difficult to
is very slow
concentrate on
in providing
my task.
keywords;
they take a hell
lot of time.

Most of the
days, I lack the
motivation to
write content.

#dharammentor
 Affinity cluster exercise:
Getting visual
I am not clear inputs for the
about who the project takes a
stakeholders long time.
We all the
are for our time lose track
project. of the given
project.

Approvals take
centuries, and
it is pathetic.

The office
environment
is noisy; I find
The SEO team
it difficult to
is very slow
concentrate on
in providing
my task.
keywords;
they take a hell
lot of time.

We don’t have
Most of the the freedom
days, I lack the to run with our
motivation to ideas.
write content.

#dharammentor
 Affinity cluster exercise:
Getting visual
I am not clear inputs for the
project takes a We don’t have
about who the
long time. a specified
stakeholders We all the content
are for our time lose track strategy.
project. of the given
project.

Approvals take
centuries, and
it is pathetic.

The office
environment
is noisy; I find
The SEO team
it difficult to
is very slow
concentrate on
in providing
my task.
keywords;
they take a hell
lot of time.

We don’t have
Most of the the freedom
days, I lack the to run with our
motivation to ideas.
write content.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
environment
is noisy; I find
The SEO team
it difficult to
is very slow
concentrate on
in providing
my task.
keywords;
they take a hell
lot of time.

We don’t have
Most of the the freedom
days, I lack the to run with our
motivation to ideas.
write content.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team manager for
it difficult to
is very slow the content
concentrate on
in providing team.
my task.
keywords;
they take a hell
lot of time.

We don’t have
Most of the the freedom
to run with our We have
days, I lack the
ideas. so many
motivation to
meetings in
write content.
a day that it
interrupts our
flow.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team manager for
it difficult to
is very slow the content
concentrate on
in providing team.
my task.
keywords;
they take a hell
lot of time.

No formal
We don’t have requests are
Most of the the freedom made for
to run with our We have
days, I lack the a content
ideas. so many
motivation to requirement.
meetings in
write content.
a day that it
interrupts our
flow.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team manager for
it difficult to
is very slow the content
concentrate on
in providing team.
my task.
keywords;
they take a hell
lot of time.

No formal
We don’t have requests are
Most of the the freedom made for
to run with our We have We don’t have
days, I lack the a content
ideas. so many a process
motivation to requirement.
meetings in available to
write content.
a day that it follow for
interrupts our images and
flow. formatting
needs.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team
it difficult to
DELAY ISSUES manager for
is very slow the content
concentrate on
in providing team.
my task.
keywords;
they take a hell
lot of time.

No formal
We don’t have requests are
Most of the the freedom made for
to run with our We have We don’t have
days, I lack the a content
ideas. so many a process
motivation to requirement.
meetings in available to
write content.
a day that it follow for
interrupts our images and
flow. formatting
needs.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team
it difficult to STRUCTURAL ISSUES manager for
is very slow the content
concentrate on
in providing team.
my task.
keywords;
they take a hell
lot of time.

No formal
We don’t have requests are
Most of the the freedom made for
to run with our We have We don’t have
days, I lack the a content
ideas. so many a process
motivation to requirement.
meetings in available to
write content.
a day that it follow for
interrupts our images and
flow. formatting
needs.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team manager for
it difficult to
is very slow
concentrate on MOTIVATION RELATED ISSUES the content
in providing team.
my task.
keywords;
they take a hell
lot of time.

No formal
We don’t have requests are
Most of the the freedom made for
to run with our We have We don’t have
days, I lack the a content
ideas. so many a process
motivation to requirement.
meetings in available to
write content.
a day that it follow for
interrupts our images and
flow. formatting
needs.

#dharammentor
 Affinity cluster exercise:
Getting visual
What we
I am not clear inputs for the
We don’t have have written
about who the project takes a
a specified so far on the
stakeholders long time.
We all the content website is
are for our We don’t
time lose track strategy. uninteresting.
project. very often
of the given
thoroughly
project.
plan.

Approvals take
Seniors
centuries, and
don’t edit my
it is pathetic.
content on
priority bases,
Hence delays.

The office
We don’t
environment
have a senior
is noisy; I find
The SEO team manager for
it difficult to
is very slow the content
in providing
concentrate on PLANNING RELATED ISSUES team.
my task.
keywords;
they take a hell
lot of time.

No formal
We don’t have requests are
Most of the the freedom made for
to run with our We have We don’t have
days, I lack the a content
ideas. so many a process
motivation to requirement.
meetings in available to
write content.
a day that it follow for
interrupts our images and
flow. formatting
needs.

#dharammentor
 Affinity cluster exercise:
1) DELAY ISSUES 2 STRUCTURAL ISSUES

The SEO team Getting visual We all the We don’t

is very slow inputs for the time lose track very often
in providing project takes a of the given thoroughly
keywords; long time. project. plan.
they take a hell
lot of time.

Approvals take
centuries, and
Seniors
don’t edit my
What are No formal
requests are
We don’t have
a process
it is pathetic. content on the issues in made for available to
priority bases, a content follow for
Hence delays. our content requirement. images and
formatting
creation needs.
process?

3 PLANNING RELATED ISSUES 4 MOTIVATION RELATED ISSUES

We don’t have We don’t have We don’t The office We have What we Most of the
the freedom a specified have a senior environment so many have written days, I lack the
to run with our content manager for is noisy; I find meetings in so far on the motivation to
ideas. strategy. the content it difficult to a day that it website is write content.
team. concentrate on interrupts our uninteresting.
my task. flow.

#dharammentor
 Affinity cluster exercise:
1) DELAY ISSUES 2 STRUCTURAL ISSUES

The SEO team Getting visual We all the We don’t

is very slow inputs for the time lose track very often
in providing project takes a of the given thoroughly
keywords; long time. project. plan.
they take a hell
lot of time.

AtSeniors
this meeting, you also discuss ways We don’t have
Approvals take
What are No formal
to don’t
overcome
centuries, and
it is pathetic.
edit my
content on these issues.
the issues in Because they
requests are
made for
a process
available to

are grouped into categories, it is easier toimages

priority bases, a content follow for
Hence delays. our content requirement. and
formatting
creation
think about and determine
process? root causes. For
needs.

example, instead of solving 16 problems, you

onlyISSUES
3 PLANNING RELATED need to solve four. 4 MOTIVATION RELATED ISSUES

We don’t have We don’t have We don’t The office We have What we Most of the
the freedom a specified have a senior environment so many have written days, I lack the
to run with our content manager for is noisy; I find meetings in so far on the motivation to
ideas. strategy. the content it difficult to a day that it website is write content.
team. concentrate on interrupts our uninteresting.
my task. flow.

#dharammentor
Why is affinity clustering important?
1) Helps you identify issues and insights.
2) Reveals thematic patterns.
3) Facilitates productive discussion.

#dharammentor
Day 3 Define—State Your Users’
Needs and Problems.
+ Clustering thoughts
+ Organizing Data on system LATCH

#dharammentor
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Thank you

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