Design Thinking

3rd UMKM Knowledge Festival 2019

Learning Outcome

1. Introduction
2. Design Thinking Concept
3. Design Thinking Process
01 │Introduction
 WHAT IS YOUR BIGGEST
FEAR IN EXPRESSING IDEA?
being judged as stupid? silly?

40 years ago people

laughed on his idea to sell
tea in a bottle.
look who is laughing
now…
being judged as stupid? silly?

35 years ago people also

laughed on him since he
resigned from Pertamina
to sell spring water in a
bottle…
 AMBIL SECARIK KERTAS,
LALU GAMBARKAN ULANG
LUKISANMU PADA MASA TK
PENDIDIKAN SAAT INI MENDESAIN KITA UNTUK:
A. MENJAWAB PERTANYAAN
B. MENGAJUKAN PERTANYAAN
POTENSI MASA KECIL…
02 │Design Thinking Concept
 from design…

PROTOTY
EMPATHY DEFINE IDEATE TEST
PE

NEW CAR DESIGN

 to design thinking…
NEW PRODUCT
PROTOTY
EMPATHY DEFINE IDEATE TEST
PE NEW BUSINESS
MODEL

NEW COMPANY
POLICIES

NEW PUBLIC
POLICIES

ANY
INNOVATIONS

BUSINESS MAN POLICY MAKER ANYONE

 design thinking process

Inspiration Ideation Implementation

how to make people throw rubbish to bin?
how to make people choose stairs?
03 │Design Thinking Process
 CREATIVE ANALYTICAL
EMPHATY DEFINE

IDEATE VOTE
 CREATIVE ANALYTICAL
EMPHATY DEFINE

IDEATE VOTE
EMPATHY
 We build
solution first
25
 to emphatize, we…
Immerse - Experience what your user experiences
Observe - View users and their behavior in the context
of their lives.
Engage - Interact with and interview users through both
scheduled and short ‘intercept’ encounters.

Empathize to discover people’s expressed and latent

needs so that you can meet them through your design
solutions.
 the questioning techniques:
 Funneling
• Ask an open-ended question at the beginning to get a broad idea &
form some impressions about the situation
 Unbiased question
• Ask questions in a way that ensures the least bias in the response
 Clarifying issues
• Restate/rephrase important information given by the respondent
 Helping the respondent to think through issues
• Ask/rephrase the question in a simpler way
 Taking notes
• Make written notes during or after the interview session
DEFINE

1 LOOK FOR EMOTION EXPRESSED OR NON-EMOTION ROOT

CAUSES
Tag emotions e.g. bored, angry, anxiety, relief frustration

2 LOOK FOR COMMON CONTEXT (TIME/PLACE)

What is the common theme? i.e. trapped

3 CRAFT A ‘HOW MIGHT WE’?

Based on information gathered and group interest
 what is define mode?
• after gaining invaluable empathy from the users and the
context, this stage is about making sense of the widespread
information you have gathered during empathy mode
Tool #2: HMW Question - Problem
Statement
Step Empathy Step How
Might
1 Map 2 We …...
 CREATIVE ANALYTICAL
EMPHATY DEFINE

IDEATE VOTE
IDEATE (BRAINSTORM)

1 MBA HATS OFF! DEFER JUDGEMENT!

No critical thinking allowed. You’ll have time to do that later

2 BE PROLIFIC : 50+
Be wild. Be crazy. Be silly. Its Okay.

3 DO NOT WAIT! WRITE IT DOWN!

If someone else speaking and you have an idea, write it down!
Don’t lose it!
 what is it?
• Generating As many (lots of) ideas as you can

• Need to switch on the mode of generating ideas, not judging

them
– All members are encouraged only to say “YES, and….”, not
“YES, but..” nor “NO”

• It is a mode of “flaring” rather than “focus.”

• The goal of ideation is to explore a wide solution space – both

a large quantity of ideas and adversity among those ideas.
Tool #3: Brainstorming for
Potential Solutions
Step Empathy Map
Step How Might Step Brainstorming
We …... Solutions
1 2 3
VOTE

1 CLUSTER AND SORT IDEAS

Okay to have multiple ideas that are similar / same

2 3 VOTES EACH : DESIRABLE, VIABLE, FEASIBLE

Desirable = Humans want it ; Viable = Good for business ; Feasible = Easy to
implement

3 CHOOSE CONCEPT WITH MOST INTEREST

This will be the foundation for your prototype
Tool #4: Selecting Ideas

Desirability Viability Feasibility

Idea 1 OK X OK
Idea 2 OK OK OK
Idea 3 OK X X
Idea 4 OK X OK
Idea 4 X OK OK
Step Empathy Map
Step How Might Step Brainstorming Step Selecting
We …... Solutions Ideas
1 2 3 4
 CREATIVE ANALYTICAL
EMPHATY DEFINE

IDEATE VOTE
 needs for prototyping…?

• Enables us to explore the problem space with the

stakeholders.
• As a requirements artifact to initially envision the system.
• As a design artifact that enables us to explore the solution
space of your system.
• A vehicle for you to communicate the possible UI
design(s) of your system.
• A potential foundation from which to continue developing
the system
Tool #5: Prototyping
Step Empathy Map
Step How Might We Step Brainstorming Step Selecting Ideas
Step Prototype
…... Solutions
1 2 3 4 5
 types of prototyping

• Low Fidelity Prototyping

• High Fidelity Prototyping

 low fidelity prototyping
 Low-fidelity prototyping is generally limited function, limited interaction
prototyping effort.

 They are constructed to depict concepts, design alternatives and screen

layouts. They are intended to demonstrate general look and feel of the
interface.

 They are created to educate , communicate and inform, but not to train,
test or serve as a basis for which to code.

 Low fidelity prototyping is used early in the design cycle to show general
conceptual approaches without much investment in development.
 high fidelity prototyping
 High-fidelity prototypes represent the core functionality of the products
user interface.

 High fidelity prototypes are fully interactive systems. Users can enter
data in entry fields, respond to messages, select icon to open windows
and interact with user interface as if it were a real system.

 They trade-off speed for accuracy.

 Building high fidelity prototypes consume resources and have high

cost.
examples
 more examples…
Drawing skills are not critical,
o symbols to indicate tasks, activities,
objects
o flowcharts for time-related issues
o block diagrams for functional
components
 Wrap-up

FOCUS ON : HUMAN EXPERIENCE

TO BUILD AN ORGANIZATION’S CREATIVE CONFIDENCE
DESIGN THINKING IS ITERATIVE
 References
Brown, T. (2008). Design thinking. Harvard Business Review.

Duarte, N. (2010). Resonate: Present visual stories that transform audiences. New Jersey: John Wiley and Sons
Publisher.

Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. Random House.

IDEO. (2011). Human-Centered Design Toolkit: An Open-Source Toolkit To Inspire New Solutions in the Developing
World.

Institute of Design at Stanford. (2010). D. School Bootcamp Bootleg – Design Thinking materials. Stanford: D.
School Teaching Team.

Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. New York, NY:
Allworth Press.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and
challengers. John Wiley & Sons. ISBN: 9780470876411.

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design: How to create products and
services customers want. John Wiley & Sons.
 CDA
Enhancing individuals & enriching the community

Thankyou very much