CHAPTER 2

Design Thinking

Faculty of Project Management

Dam Nguyen Anh Khoa, Ph.D.
 Introduction

5 Steps of Design Thinking

Content • Empathize – Thấu cảm

• Define – Xác định vấn đề
• Ideate – Hình thành ý tưởng
• Prototype – Sản phẩm / Mô hình
• Test – Kiểm tra / Hoàn thiện
Introduction Value-added

• House
Operations • Automobiles
Land
Human
Goods • Computers
Capital •…
INPUT Raw materials Control
Equipment
Facilities • Health care
Energy Finance Marketing • Entertainment
Other Services • Car repair
• …

Supply
Investment Demands Profit

Keywords: Goods, Services, OM, Supply chain, Value-added

 Icebreaking activity

Marshmallow challenge
Work
• The challenge is simple:
In 18 minutes, build the tallest free-standing structure
Time
The marshmallow must be on top. Do not eat it!!! 18 mins

Materials:

20 sticks of spaghetti + one meter tape + one meter string + one marshmallow
 Introduction

insights & needs ideas

sự thấu hiểu & nhu cầu ý tưởng

interview prototype & test

phỏng vấn mô hình và thử nghiệm

observations innovative solutions

quan sát giải pháp sáng tạo
 Introduction

What is Design Thinking? – Tư duy thiết kế là gì

“Design thinking is 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.”
– Tim Brown, CEO of IDEO

Business
(viable)

Human Innovation
Design Thinking (desirable)

Technical
(feasible)
Design Thinking process
 Design Thinking process
Design Thinking is an iterative and fluid process

Generate
more ideas

EMPATHIZE IDEATE

DEFINE PROTOTYPE

TEST

Refine our
point of view 8
Emphathize – Thấu cảm

EMPATHIZE IDEATE

DEFINE PROTOTYPE

TEST

9
 Emphathize – Thấu cảm

Video example of Patient Care – Video về Trải nghiệm/Đồng cảm

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 Emphathize – Thấu cảm

Observation – Quan sát

POEMS observation technique

P – People – Con người
O – Objects – Đồ vật
E – Environment – Môi trường
M – Messages/Media – Thông điệp
S – Services – Dịch vụ

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 Emphathize – Thấu cảm

Observation – Quan sát About the About the

PEOPLE About the OBJECT MESSAGES/MEDIA
About the
Discussion (groups of 3) : [bored, age : [seat, ENVIRONMENT [no signboard]
group, etc.] magazines, [seats/tanks]
What do you observe in etc…]
this scence?
Remember to use
POEMS!!!

Work
Time
About the SERVICES
10 mins [any coffee/tea?]
 Emphathize – Thấu cảm

Observation – Quan sát

Observation Worksheet

People Object Environment Messages/Media Services

A lady seems very intrigued by the Reading Material Mood lighting Some users are The following services
fish spa. Body leans forward but engrossed in reading, are provided:
with hands grabbing the seat (just Fish tanks Looks rather dim suggesting that having
in case she falls into water?). reading materials - Fish spa – water,
- Perhaps it’s her 1st time? Seats/Bench with Trendy and classy feel available will be helpful fishes, tanks
- Seems to be moving her legs. cushions for users who prefer to - Reading material
Single sitting arrangements have something to do - Seats
An elderly couple – seem totally Towels while enjoying their fish - Cup holder for
relaxed and comfortable, not much Tanks of water reach only the spa experience. drinks
movement in the water. They could ankles of users - towels to wipe
be old-timers here. users’ feet dry
The absence of staff suggests that
An Asian boy and a Caucasian lady. privacy is valued in a fish spa
Boy tries to relax but keeps an eye experience. Also, the process is a
on the fishes. Lady seems totally simple one and hence does not 15
relaxed reading the magazine. require supervision.
 Emphathize – Thấu cảm

Interview – Phỏng vấn

Observation

Interview
• Opportunity to dig & dive deeper
into the inner thoughts & feelings

• Clarify/rationalize observations

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 Emphathize – Thấu cảm

Interview – Phỏng vấn

What should we ask and How should we ask?

“If I had asked people what

they wanted, they would
have said faster horses.”
– Henry Ford,
Ford Motor Company CEO

Ford First car – Image Courtesy: www.thehenryford.org

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 Emphathize – Thấu cảm

Interview – Phỏng vấn NAME GROUP ACTIVITY

Interview 1 & 2
In groups of 3 or 4, allocate roles of A, B and notetakers.

• Group activity

(A) (B)

Note Note
taker taker

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 Emphathize – Thấu cảm

Interview – Phỏng vấn NAME GROUP ACTIVITY

Interview 1 & 2
In groups of 3 or 4, allocate roles of A, B and notetakers.

• Interview 1
A will ask B about a memorable purchase that he/she recently made.
Ask strictly the following questions:
• What was your memorable purchase? (Mua cái gì?)
• Where did you get it? (Mua ở đâu?)
•
•
Why did you go to that place? (Tại sao đến đó?)
What other places did you go to? (Nơi nào khác đã đi?)
Work
• How did you research the purchase? (Tìm hiểu về món hàng đó ntn?) Time
• How much did you pay for it? (Giá bao nhiêu?)
• Were you happy with that price? (Có hài lòng về giá?) 5 mins
• Who sold it to you? (Ai bán?)
• Were they helpful? (Người bán có hữu ích?)
• What did you do right after the purchase? (Làm gì ngay khi mua?)

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 Emphathize – Thấu cảm

Interview – Phỏng vấn NAME GROUP ACTIVITY

Interview 1 & 2
In groups of 3 or 4, allocate roles of A, B and notetakers.

• Interview 2
Start by asking “Tell me a story about a memorable purchase that you recently made.”
Instead of asking a bunch of questions, the interviewer should remain as silent as
possible. Note takers take notes.
You are only allowed to say the following in any sequence: Work
• Tell me more (Rồi sao nữa)
• And… (Rồi sao) Time
• Really…(Oh vậy ah)
5 mins

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 2.1. Emphathize – Thấu cảm

ii. Interview – Phỏng vấn

Type A
Questions
Type A Questions

Type B Questions

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 Emphathize – Thấu cảm

Interview – Phỏng vấn

3 Roles in the interview team

Interviewer Note Taker Observer

Probes with Takes down all Observes with
“tell me more…”, interview data in POEMS
“share …” verbatim framework
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 Emphathize – Thấu cảm
GROUP EMPATHY STUDY PLAN
Use the template below to plan your group’s empathy study. Give as much details as you can so that your
lecturer will be able to give you the necessary feedback.

Who will be Where will the interviews Allocate roles in the

interviewed? be conducted? interview team:
Interviewer:

Note-taker:

Observer:

Note: Collapse the note-taker &

Good in-depth interviews should take approx 45mins-1hour! observer roles if teams are in pairs 27
 Emphathize – Thấu cảm
GROUP EMPATHY STUDY PLAN
Use the template below to plan your group’s empathy study. Give as much details as you can so that your
lecturer will be able to give you the necessary feedback.

Collect information on: Questions:

• Age, Gender, Marital Status
DEMOGRAPHICS • Occupation
• Hobbies
/ HABITS • Personal Habits/Practices
• Social Life

Collect information on: Questions:

• Aspirations – khát vọng
PERSONAL • Inspirations – sự truyền cảm hứng
MOTIVATIONS • Motivations – động lực
• Pain Points – nỗi đau

Collect information on areas related Questions:

AREAS RELEVANT to the project statement:
TO THE PROBLEM • Motivations
• Pain Points
STATEMENT • Etc.
 Define

EMPATHIZE IDEATE

DEFINE PROTOTYPE

TEST

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 Define
GROUP
PERSONA
Persona – Chân dung khách hàng Use the template below create your Persona.

Persona name:

Demographic Profile Motivations & Aspirations

Age:
Gender:

Job:

Hobbies/Like/Dislikes Challenges/Pain Points

Social & Family Lifestyle Defining Quotes Deep Need Statement:


Persona – Chân dung khách hàng
Persona name: Motivated Mark
Demographic Profile
Age: 17
Gender: Male
Marital status & Family size:
Both parents working, elder brother 23,
younger sister 15
Job: give tuition
House: HDB 3 rooms flat
Hobbies/Like/Dislikes
Since young he enjoys handicraft like
origami, kite making and sell them at
weekend flea market; listening to music,
surfing the Internet. Likes outdoor sports
& going out with friends. Struggles to
remember theories and definitions.
Social & Family Lifestyle
Every Wednesday is reserved for his
outdoor sports club activities where he
serves as club vice-chairman. During the
week, he has school group projects.
Weekends are for family, friends, giving
tuition to earn some pocket money &
Sunday flea market store.
Define
GROUP
PERSONA
Use the template below create your Persona.
Motivations & Aspirations
• To represent the Poly in the Marketing Competition.
• To excel academically so as to qualify for government scholarship.
• To continue to contribute to the Outdoor Sports club activities.
Challenges/Pain Points
• Stress from Poly project work.
• Limited time spent with both family and friends.
• Struggling with certain subjects deemed to be too theoretical and/or require a lot of memory work.
Defining Quotes Deep Need Statement:
“I enjoy hands-on learning” I need to overcome my self-doubt in
“I want to do weel in my studies to be
admitted to local university” remembering theories & definitions.
“I want to become the next outdoor sports
club chairman”
 Define

Data points and clustering – Xử lý và phân loại thông tin

Step 1 Step 2 Step 3

Team
effort
Individual
effort
Individual
effort

-Từ dữ liệu quan sát và phỏng vấn, hãy

viết ra những điểm mà bạn cho là thú vị
hoặc có ý nghĩa.
-Ví dụ: nhận xét, câu chuyện hoặc trích
dẫn từ người được phỏng vấn, những
quan sát bạn đã thực hiện. Viết một
điểm dữ liệu cho mỗi ghi chú đó.
-Đánh dấu sao cho những cái
mà bạn cảm thấy đặc biệt quan
trọng.
-Đặt chúng trên canvas của bạn
(bảng lật hoặc bảng thời gian
thực) để thảo luận
-Thảo luận và nhóm các điểm dữ liệu
theo các điểm thu thập chính về
người dùng hoặc thông tin chi tiết.
-Tiếp tục nhóm những thông tin để
tìm ra nhu cầu của người dùng
34 của
bạn.
 Define

What should be considered a data point?

If you answered
Revealing – khơi gợi “yes” to any of
• Does it tell you more about the motivations and needs of these, it’s a
your target user? (Nó có cho bạn biết thêm về động cơ và data-point!
nhu cầu của khách hàng mục tiêu của bạn không?)
Authentic – đáng tin
• Is it a story your interviewee told you or an observation you personally
made? (Đó có phải là một câu chuyện mà người được phỏng vấn của bạn
kể cho bạn hay một quan sát của cá nhân bạn?)
Practical – có ích
• Does it trigger ideas on ways you can help your target user? (Nó có kích
hoạt ý tưởng về những cách bạn có thể giúp khách hàng mục tiêu của
mình không?)
 Define

Drawing data points: An example

I will speak
I think most people will speak up when they can give their own if I am
opinion or when there’s a common interest. For me, I will speak familiar I feel malu if
up when I am familiar with the topic, otherwise I will feel malu with the nobody reac ts
when nobody reacts to me. I think when it’s applicable to you, it’s topic. to what I am
okay to speak up. saying.
For myself, I prefer to work it out for myself before I say anything. I want to
have pride Don’t want
Why do I work it out first? Oh… because you want to have a other people
and
sense of pride and confidence. You don’t want other people to confidence. to judge me.
judge you what. It doesn’t feel good to be humiliated. Maybe it
depends on who is judging you. Like, it’s okay if it’s my own It’s okay if
I don’t like to my friends
friends because it’s a more open environment, instead of in front feel judge me, but
of strangers. humiliated. not
But even if I have worked something out for myself, I won’t strangers.
always volunteer to share. Sometimes, I just feel awkward or I’m I don’t want
not confident of the answer. I don’t want to teach others the to teach
wrong thing. What if it comes out in the exam?! But I’ll do it if the others the
lecturer calls on me lah. w rong thing.
 Define

Data analysis – Xử lý thông tin

• Data points on yellow post-its

• Data points placed on flipchart
• Move data points around manually
GROUP PERSONA
Use the template below create your Persona.

Persona name:

Demographic Profile Motivations & Aspirations

Age:
Gender:

Job:

Hobbies/Like/Dislikes Challenges/Pain Points

Social & Family Lifestyle Defining Quotes Deep Need Statement:

 Ideate

EMPATHIZE IDEATE

DEFINE PROTOTYPE

TEST

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 Ideate
Ideation – Tìm kiếm ý tưởng

Creating a range of ideas and concepts around your relevant research findings
using suitable ideation tools, then evaluate them and select the best possible
design concept.

However…
“We fear the judgement of our peers and we are embarrassed to show our
ideas to those around us and this fear causes us to be conservative in our
thinking.”
– Tim Brown, CEO of IDEO

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 Ideate
NAME ACTIVITY
30 CIRCLES
Set your mind free! Draw as many round objects as you can using the circles below in 2 min!

Work
Time
5 mins

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 Ideate
Don’t be afraid to let the ideas go wild!

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 Ideate
The Ideation process – Các bước tìm kiếm ý tưởng

Xem lại nhu cầu khách Động não và tạo ý

hàng trong Person tưởng xung quanh Nhóm ý tưởng để
Biến mỗi nhu cầu thành 1 từng tiêu chí thiết hình thành
tiêu chí thiết kế kế khái niệm

Tiêu chí thiết kế (Design criterion) =

chúng ta cần làm gì để giúp khách
hàng vượt qua thử thách này?

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 Ideate
Ideating for your Persona

Problem statement (Tuyên

bố vấn đề): Làm thế nào
chúng ta có thể giúp người
cao tuổi được an toàn trong
môi trường gia đình của họ?

Đây là
Frail Fanny
Nhu cầu khách hàng
Tôi cần cảm thấy an toàn
và tự tin khi sử dụng nhà
vệ sinh ở nhà.
Our Design Criteria
- Giúp Fanny cảm thấy an toàn và tự tin
- Đảm bảo Fanny không trượt
- Nhà vệ sinh của Fanny phải an toàn, không dễ
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trượt
 Ideate
The Rules of Brainstorming: Video

1. Stay on the topic (tập trung vào chủ đề)

2. Encourage wild ideas (khuyến khích ý tưởng điên rồ)
3. Defer judgement (không phán xét)
4. Build on the ideas of others (xây dung trên ý tưởng người LINK
khác)
5. One conversation at a time (1 chủ đề 1 thời điểm)
6. Be visual (trực quan)
7. Go for quantity (số lượng)

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 Ideate
Brainstorming Must-haves

Ideate using Post-its. 1 idea on 1 sticky note.

Try to explain the idea with

ADJECTIVES, NOUNS and VERBS: Sketch & annotate

Personal Loud bell to

Coach coach who warn
provides approaching
guidance danger

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 Ideate
Build on each other’s ideas

SCRIBBLE SAY SLAP

(Viết) (Nói) (Dán)

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 Ideate
Examples of how ideas could be expressed

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 Ideate

The best way to have a good idea is to have a lot of ideas!

- Linus Pauling
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 Prototype & Test

EMPATHIZE IDEATE

DEFINE PROTOTYPE

TEST

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PROTOTYPING
Prototyping is about
communicating your
concept in the form of
a User’s Experience
WHY PROTOTYPE?

$ Cost of an
Error FAIL OFTEN. Un-expected
Discovery –
FAIL BETTER.
too late!
SUCCEED SOONER.

Prototype,
Fail &
Learn here

Project Timeline
Forms of Prototypes - Physical Models
Forms of Prototypes - Storyboards
Consider using
storyboards to help you
illustrate the details of
your user experience
Forms of Prototypes – Role Play & Physical Models
GALLERY WALK An opportunity to solicit feedback
from users early in the Design Process
Question?