DESIGN THINKING

WARM UP
Session 2: The Design Thinking Process
Empathy

Lecturer: Anh Huynh

UEH Institute of Innovation (UII)
MỤC TIÊU

In this lesson, students will

o Be introduced to the Empathy step in the Design Thinking
process
o Clarify the important role of empathizing ”users”
o Know how to perform the Empathy step
o Be introduced useful techniques and tools
MỤC LỤC

1. Re-introduce Design Thinking

2. Empathy - The first step in the Design Thinking process
3. Why is empathy important
o The role of Empathy as the first step of the process
o Empathy versus Sympathy
o Notes when empathizing
4. Useful techniques and tools
5. Customer Persona, Empathy Mao
6. Practice
7. Take-home activity
Design Thinking
1. 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

1. Design Thinking
1. Design Thinking

Source: B & H Photo Video

Les Echos Patrimoine
1. Design Thinking

How many steps are there in Stanford’s Design Thinking process?

1. Design Thinking

How many steps are there in Stanford’s Design Thinking process?

Adapted from Stanford University

1. Design Thinking

CARE ABOUT THE PROBLEM

o Solve problems more realistically
o Focus on solving the root cause of the
problem
o User-friendly
1. Design Thinking

“If I were given one hour to save the planet, I would

spend 59 minutes defining the problem and one minute
resolving it Albert Einstein
1. Design Thinking

RIGHT PROBLEM RIGHT SOLUTION

Problem Statement

Tim Brown, IDEO

1. Design Thinking

o Don’t limit your ideas

o Open-minded approach
➢ Listen to others
➢ Contribute to others’ ideas
➢ Accept others’ ideas
1. Design Thinking

o Don’t limit yourself

o Don't pressure yourself
1. Design Thinking

o Users’ feedback
1. Design Thinking

o Human-centric approach → Understanding humans/ users/ customers

o Define the problem before getting to solutions
 Empathy –
Design Thinking
process
2. Empathy

EMPATHY

Adapted from Stanford University

2. Empathy

The first step in the 5-step Design Thinking process

Empathy helps to
o Place ourselves into others’ positions, situations, or perspectives
o See what they see
o Feel what they feel
Why is Empathy
important?
3.1 Why Empathy

Empathy’s purposes
o Help “designers” to deeply understand “users”
o Allow designers to define users’ “pains” or “unsatisfied” needs
o Promote Innovation
o Provide “user-friendly” solutions
3.2 Empathy versus Sympathy

Sympathy: The ability of showing concern for others without requiring

putting ourselves in others’ positions, situations, or perspectives
3.3 Note when empathizing

In the human-centric approach, empathy helps

o Skip personal, subjective assumptions
o Better understanding of “users” and their needs
So how can we empathize with “users”?
Techniques and
Tools
4. Techniques and Tools

Techniques:
o Observation
o Pictures, videos observation
o Interviews
Tools
o Problem statement
o Customer Persona
o Empathy Map
o 5 Whys Tool
o What-How-Why Tool
Customer
Persona
5. 2 Customer Persona

Customer vs Consumer/user
Customer Consumer
Definition A person who purchases A person who consumes
the good the good
Ability to resell Can buy and resell the Can only buy, but cannot
good resell at all
Need to Need to pay in order to Not essential to pay
purchase use the good
Motive For resale of consumption For consumption only

Group Individual or company Individual, family or friends

5. 2 Customer Persona

Customer Persona and Customer Profile

o Customer Profile: A detailed description
of your customers’ traits and
demographic
o Customer Persona: A fictionalized
individual who acts
5. 2 Customer Persona

Supports to: Understand users/ customers and

feasible solutions

Notes
o A fictional individual created to represent a
user type
o Place potential new solutions in the context
of their needs and jobs to be done
o The description needs to be as accurate as (The Design Thinking Toolbox)

possible
5. 2 Customer Persona
5. 2 Customer Persona

Customer Persona Canvas

Empathy Map
5. 3 Empathy Map
Practice
6. Practice

Using the provided tools, validate your previously identified problem

Homework
7. Homework

Finish your Persona and Empathy Map. Upload them on LMS

Thank you!

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