CHAPTER 3

THE USE OF DESIGN

THINKING

MEMBERS:
MACALIB-OG, NORFAIDA
BALABA, RODEL
PAYOS, CHRISTINE
BOCO, RONAN
ENTERO, JONATHAN
SEDERO, IVON
ABELLA, LADY WINEL

BSCEA
Title: Unleashing Creativity and Innovation through
Design Thinking

Introduction:
Design Thinking is a human-centered approach to
problem-solving that emphasizes empathy, creativity, and
iterative prototyping. Originating from the world of design,
it has evolved into a widely applicable methodology
embraced by industries ranging from technology to
healthcare. This narrative report explores the essence of
Design Thinking, its origins, the process involved, and the
integration of storytelling in driving innovation.

Origins of Design Thinking:

Design Thinking traces its roots back to the 1960s and
1970s, primarily associated with design firms such as
IDEO and Stanford University’s d.school. However, its
principles have ancient origins, echoing the way artisans
and craftsmen approached their work, focusing on
understanding users’ needs and crafting solutions
accordingly.
The Design Thinking Process:
The Design Thinking process consists of five iterative
phases, as outlined by Stanford’s d.school:

Empathize: Understand the needs, desires, and challenges

of the users through immersion, observation, and
interviews.
Define: Synthesize observations to define the core
problems and challenges faced by users, reframing them as
actionable problem statements.
Ideate: Generate a wide range of possible solutions
without judgment, encouraging creativity and
brainstorming.
Prototype: Build low-fidelity prototypes to test and refine
potential solutions rapidly.
Test: Gather feedback through user testing, iterate on
prototypes, and refine solutions based on insights gained.
The Power of Storytelling:
Storytelling is a powerful tool in the Design Thinking
process, helping to communicate insights, generate
empathy, and inspire action. By crafting narratives around
user experiences, challenges, and aspirations, designers
can create a deeper understanding of problems and foster
collaboration among stakeholders.

Usually, every story has the following elements:

1. Domain/What
2. Players/Who
3. Story Flow/How

Storytelling in the Design Process:

In the context of Design Thinking, storytelling serves
multiple purposes:

Problem Framing: Stories help articulate the nuances and

complexities of user needs, guiding the definition of design
challenges.
Solution Framing: Narratives communicate the vision and
benefits of proposed solutions, aligning stakeholders and
inspiring confidence.
Solution Implementation: Stories guide the
implementation of solutions by providing a roadmap and
illustrating the desired outcomes.

Observation and Insights:

Observation is a cornerstone of Design Thinking, enabling
designers to uncover unmet needs and insights that inform
the creation of innovative solutions. Observation
techniques include ethnographic research, contextual
inquiry, and participatory design sessions.

Observation Techniques
The group ended up with the AEIOU framework after
clustering and categorizing these data
1. Activity
2. Environment
3. Interaction
 4. Object
5. User

Interviews and Effective Techniques:

Interviews are essential for gaining deep insights into
users’ experiences, preferences, and pain points. Effective
interview techniques for designers include active listening,
asking open-ended questions, and employing empathy to
connect with interviewees emotionally.

Here are some reminders to have a successful and

informative interview:

1. Make the interviewee relaxed

2. The interview should be on time and heading in the
right direction
3. Concentrate on the customer and not on
documentation
4. Ask open ended questions
5. Listen, refrain from talking
6. Encourage but not influence
7. Follow ones feelings and drill down
 8. Repeat to confirm
9. Thank the customer at the end of the process

Effective Interview Questions for Designers:

Here are some basic but very effective types:
1. Open-ended questions
2. Closed questions demand for exact answers.

Experiments:
Experiments is an approach of approving or disproving the
soundness of an idea or hypothesis.
Three types of experiments:
1. Trying out new experiences
2. Taking apart products, process and ideas
3. Testing ideas through pilots and prototypes

Art and Science Applied to Entrepreneurship:

Design Thinking combines the art of creativity and
empathy with the science of data-driven decision-making,
making it a potent framework for entrepreneurial
endeavors. By understanding customers deeply, ideating
innovative solutions, and testing hypotheses rigorously,
entrepreneurs can create products and services that
resonate with users and drive sustainable growth.
Here is the proper way to make use of the scientific method
so that an entrepreneur can ensure his success.
1. Ask a question
2. Research about subject
3. Create a hypothesis
4. Experiment to test hypothesis
5. Assess data and conclude
6. Publish results and call others to expand

Conclusion:
Design Thinking empowers organizations to tackle
complex challenges with creativity, empathy, and a bias
toward action. By embracing human-centered design
principles, integrating storytelling, and leveraging a range
of techniques from observation to experimentation,
businesses can unlock new opportunities for innovation
and growth in an ever-changing landscape.