Business

Design Thinking

Nguyễn Quang Minh – UEH Institute of Innovation | 1

 01
What is Design Thinking? Why is it important to your
organization?

02
How does it work?

03
Topics The applications of Design Thinking

04
Experience in implementing
Design Thinking
05
Q&A Nguyễn Quang Minh – UEH Institute of Innovation | 2
 Let’s start with these questions!

▪ Is your product or service a monopoly in the market?

▪ How many competitors do you have? (short-term

and long-term)
▪ Do you have any solutions to deal with that problems?

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What are the differences between these pictures?

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What is customer experience?
Putting the customer at the center to build a
superior competitive advantage.

Customer experience is the value perceived by

customers from the business; it's the element
Feasible
TECHNOLOGY
that builds customer loyalty, encourages them
to buy more, stay longer, and refer the
company to others.

Customers aren't loyal to the company; they

are loyal to the experience your company
provides them.
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How can we offer a superior experience for our customers?

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01
What is Design Thinking?
“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, EXECUTIVE CHAIR OF IDEO

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 WE START HERE

What is
Human-Centered Design?
Desirable
▪ The need of people PEOPLE

What makes sense to people and for people?

Viable Feasible
▪ The possibilities of technology FOR SUCCESS TECHNOLOGY
What is technically possible within the foreseeable future?

▪ The requirements for success

What is likely to become part of a sustainable business model?
THE ANSWER (INNOVATIVE SOLUTION)

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 The 5 Golden Rules of Design Thinking

Think outside the box Iteration

Human-centered
Cross-functional teams Learn from failure

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02
How does it work?

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Design Thinking Process

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Empathize – Understanding people

What do we actually do?

• In this step, you aim to understand the problem from the user's perspective.

• You engage in activities like interviews, observations, and surveys to gather insights into
the user's needs, wants, and pain points.

• You develop empathy by stepping into the user's shoes and gaining a deep
understanding of their experiences.

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Empathize – Understanding people
Toolkit Empathy Map

• Interview, Group interview

• Observation

• Persona

• Empathy map

• Customer journey map

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Empathize – Understanding people
Toolkit

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Define – Figuring out the problem
What do we actually do?
• After empathizing, you define the specific problem you want to address.

• This involves synthesizing the information gathered during the empathize phase to
create a clear and concise problem statement or design challenge. It's about framing
the problem in a way that sets the stage for creative solutions.

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Define – Figuring out the problem
Toolkit
• 5 Whys, Problem Tree, Fishbone Diagram

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Define – Figuring out the problem
Toolkit

Solve the root of the problem

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Ideation – Generate your ideas
What do we actually do?

• This step is all about generating creative ideas to solve the defined problem.

• You encourage brainstorming and free-thinking, seeking a wide range of potential

solutions. No idea is too wild or impractical at this stage. The goal is to ideate without
judgment and explore various possibilities.

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Ideation – Generate your ideas

Toolkit
• Triz Methodology (Hi-tech, advanced science) – Professor. Phan Dung

• SCAMPER technique (Substitute, Combine, Adapt, Modify, Eliminate, Reverse)

• Brainstorming

• Mind mapping

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Ideation – Generate your ideas
How can we measure the ideas?
• Does it fit with people's needs? Is there demand?
• Does it really meet the goals set initially?
• Does it meet the requirements in our problem statement/Point of view?
• Does it answer our "How Might We" questions in a satisfying way?
• Do we have access to the budget - enough to implement even partially?
• Is it different enough from what exists to add additional value?
• Is the technology available?
• Will we be able to roll it out with the available resources?
• Can we get approval from decision-makers?

Nguyễn Quang Minh – UEH Institute of Innovation | 20

Prototype – Creation and Experimentation
What do we actually do?
• Once you have a selection of promising ideas, you move on to creating tangible
prototypes or representations of these ideas.

• Prototypes can range from simple sketches and paper models to more advanced mock-
ups or digital simulations. The purpose is to quickly and inexpensively test your
concepts and gather feedback.

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Prototype – Creation and Experimentation
How to do?
• Draft/paper prototype, visualize

• Product/Service/Process Concept

• Minimum viable product (MVP)

https://www.youtube.com/watch?v=J99cO1XgMQQ

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Test – Refining the product
What do we actually do?
• In the final step, you put your prototypes in front of users or stakeholders to gather
feedback and insights.

• You observe how people interact with your prototypes and listen to their feedback to
understand what works and what doesn’t.

• The feedback you receive informs further iterations and refinements of your solution.

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Test – Refining the product
How to do?
• Good & Poor idea: Deep interview users, experts

• Full-screen testing: Multi-specialization discussion with cross-functional team

• Demand testing: Survey, forecasting users, markets, and customers about the
total market demand, pricing, willing to pay,…

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 WE START HERE

What is
Human-Centered Design?
Desirable
▪ The need of people PEOPLE

What makes sense to people and for people?

▪ The possibilities of technology Viable Feasible

FOR SUCCESS TECHNOLOGY
What is technically possible within the foreseeable future?

▪ The requirements for success

What is likely to become part of a sustainable business model?
THE ANSWER (INNOVATIVE SOLUTION)

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Supper Challenge
Please draw a house!

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Design Thinking process (Iteration)

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The front-to-end phase of The
Innovation Process

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03
The Applications of Design Thinking

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 The Applications of Design Thinking

Product Process

Service
Public sector

Experience Creation Nguyễn Quang Minh – UEH Institute of Innovation | 30

04
Experience in implementing
Design Thinking

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Lead the leader first!

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One size does not fit all

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All hands on Deck

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Build, Learn, Measure are as fast as possible!

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Establish Intellectual Property Rights

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 Design Thinking Methodology
Time-consuming
Address real problems

Customer-centered
approach
Iterative process
DISADVANTAGES

ADVANTAGES A large of resources

Focus on creativity Human Financial

Encourages creativity
and innovation

More innovative
solutions

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05
Question and Answer

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Thank you!

Nguyen Quang Minh

• Junior at UEH Institute of Innovation
• Teaching Assistant at UEH University

(Tel): +84 866 425 754

Email: nguyenquangminh.work@gmail.com