DESIGN THINKING

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TABLE OF CONTENTS
1. Design Thinking
2. Problem Space Exploration
 Root cause analysis - picturization
 Stakeholder map
 Analogy
3. Research
 Research methodology
 Ethnographic methods
 Documentation
4. Define phase 3 FOCUS
 Methods used
 Documentation
 How might we Statement

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TABLE OF CONTENTS

5. IDEATION
 Definition
 Available tools for ideation
 The process of Ideation
 Insight to next stage
6. Pretotype
 Methods of Pretotyping
 NAINA: The MVP
 Our Pretotype
 Ready For Testing

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TABLE OF CONTENTS

7. Testing
 Methodology
 Tools used in our testing
 Explain the tool applied

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 Design Thinking
■ Design thinking is generally
defined as an analytic and
creative process that engages
a person in opportunities to
experiment, create and
prototype models, gather
feedback, and redesign.

Source: Razzouk, R., & Shute, V. (2012). What Is Design Thinking and Why Is It Important? Review of
Educational Research, 82(3), 330–348. 5
Source: McDonagh, D. and Thomas, J. (2010) Rethinking Design Thinking: Empathy Supporting
Innovation. Australasian Medical Journal - Health and Design 1, volume 3 (8): 458-464 6
 Problem Ethnogra
space How to
phic P.O.V. Ideation Pretotype
exploration test
Research

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Problem Space Exploration
■ Selecting a target group: Who are the people typically targeted?
■ Root Cause Analysis.
■ The value of developing empathy is very high.
■ Focusing on the lived experience of users offers the product developer a significant
resource to bridge the gulf between existing product solutions and future design
outcomes that will enhance quality of life for all.

Source : McDonagh, D. and Thomas, J. (2010) Rethinking Design Thinking: Empathy Supporting
Innovation. Australasian Medical Journal - Health and Design 1, volume 3 (8): 458-464
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Root cause analysis - picturization

• People will believe what they already want to hear

Root Cause • Delusion prone and non-critical thinkers form majority of early victims.

• Confusion and distrust

Early
Problems
• Time and effort wasted in pursuit of something because of fake news

• Mass hysteria
Eventual
Problems
• Sabotage of businesses and individual interests

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Stakeholder map

Information Creators of
Platform fake news

Interest 

Social
Brands media
users

Influence of Shareholder 

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Insight through Analogy

■ The spread of rumour is analogous to epidemics.

■ Analogy between the spreading of an infectious
disease and the dissemination of information.
■ Analysis of transmission dynamics could provide
insights into misinformation spread.

Source: DALEY, D. J.AU - KENDALL, D. G.PY(1964). Epidemics and Rumours. NatureSP.

https://doi.org/10.1038/2041118a0DO

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Problem Ethnographic How to
space P.O.V. Ideation Pretotype
Research test

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 RESEARCH PHASE

 Only the Research gives a proper shape and form to the solution.
 Qualitative Approach
■ - It’s more about feedback, emotions, body language and tone of voice or word
choice.
 Inductive and Abductive Methodology

Source : Bryman A. & Bell, E. (2015)

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ETHNOGRAPHIC METHOD

■ Gain Empathy
■ Observation
■ Interview

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Data Analysis

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Problem Ethnogra
How to
space phic P.O.V. Ideation Pretotype
test
Research

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 FOCUS
“During the Define stage, you put together the information you have created and
gathered during the Empathise stage.
This is where you will analyse your observations and synthesise them in order to define
the core problems that you and your team have identified up to this point.
You should seek to define the problem as a problem statement in a human-centered
manner.”

Source:- Simon.H , The Sciences of the Artificial (3rd Edition),

1996: https://monoskop.org/images/9/9c/Simon_Herbert_A_The_Sciences_of_th
e_Artificial_3rd_ed.pdf

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Methods used in phase focus
Empathy map:- An empathy map consists of four quadrants laid out on a board, paper or table,
which reflect the four key traits that the users demonstrated/possessed during the
observation stage.
The four quadrants refer to what the users: Said, Did, Thought, and Felt. Determining what the
users said and did are relatively easy; however, determining what they thought and felt is
based on careful observation of how they behaved and responded to certain activities,
suggestions, conversations etc. (including subtle cues such as body language displayed and
the tone of voice used).

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Documentation

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KEY INSIGHT

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 Ethnogra
Problem How to
phic P.O.V. Ideation Pretotype
space test
Research

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 IDEATION
■ Ideation : an interdisciplinary team goes through a process of synthesis in which
they distil what they have observed and learned, into insights that lead to possible
identification of new solutions (Tschimmel, K. (2012)).

■ Explore and come up with as many ideas as possible

■ Quality rather than quantity (Shah ,J and Hernandez.N . (2002)

■ Ideation phase be a “judgement-free zone (Carroll, M., Goldman, S., Britos, L., Koh,
J., Royalty, A., & Hornstein, M. (2010).

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TOOLS USED FOR IDEATION
Other tools
■ Brainstorming
• Round Ribbon
■ Brain writing / 635-Method
■ Mind maps • Story board

■ Analogy • Collaborative sketching

■ Bionic
• Story boarding
■ Stimulus word analysis

Source: Tschimmel, K. (2012). Design Thinking as an effective Toolkit for Innovation. In: Proceedings
of the XXIII ISPIM Conference: Action for Innovation: Innovating from Experience. Barcelona

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WHAT TOOLS WE USED

Brainstorming Structuring of Ideas

Reverse Thinking

Brain writing
One solution 24
NEXT STAGE

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Problem Ethnograp
How to
space hic P.O.V. Ideation Pretotype
test
Research

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Pretotype
■ Pretotyping is a set of techniques, tools, and
metrics for gauging the interest in a product, prior
to full-scale development
■ Pretotype vs Prototype: The Difference
■ Scaled down version of the product
■ An MVP is a product made with the minimum set of
features with the goal to start learning about the
product. It is meant as a tool to test and reduce
uncertainty about whether the envisioned product
will work on not.

Source: Wiles, J., Worthy, P., Hensby, K., Boden, M.,

Heath, S., Pounds, P., … Weigel, J. (2016). Social
cardboard: Pretotyping a social ethnodroid in the
wild. 2016 11th ACM/IEEE International Conference on
Human-Robot Interaction (HRI).
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Methods of Pretotyping

Key Components of Pretotyping – People, Objects, Location and Interaction.

 Sketches and Diagrams

 Paper Interfaces
 Storyboards
 3D Pretotypes
 Role- playing
 Physical Models
 Wizard of Oz Prototypes
 User –Driven Prototypes

Source : Camburn, B. A (2013)

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NAINA: The MVP

■ NAINA: News and Information Network Analyser

■ An AI Robot to detect fake news in audio, video and
text.
■ Requirements:
 Should have a display interface.
 Should be portable
 Should have inputs for voice and image.
 Should have a plug and play feature
 AI as the backend, using neural network for
detecting fake news.

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Our Pretotype

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 READY
FOR
TESTING
Pre-testing with classmates
and teammates for
preparation of the Testing
Phase.

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Problem Ethnogra
How to
space phic P.O.V. Ideation Pretotype
test
Research

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 Testing Methodology
• Collaborative and Agile
 Knowledge development, critical
■ thinking and group processing
 Feedback from the costumers
• Iterate Testing
• User Testing
 Concept Testing ( Early Stage )
 A/B Testing ( Compare two different versions of a design )
 Usability Testing ( Observe the user )
 First-Click Testing ( Visual elements )

Sources: Steven Emily, (2019), User Testing , A Guide to Step 5 of design Thinking Process.
Sheppard J.M and Young W.B (2005) , Agile Literature review: Classification, Training
and Testing 33
ITERATE TESTING

• Iterate Testing
 Work on Pretotype
 Rephrase and develop after every change
 User Interface
 Trial and Error
 Feedback

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FEEDBACK

• Data Base has to be updated on real time

• Security Breach
• Accuracy Level
• Reduce data redundancy
• Support social media platform
• Speech to Text

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REFERENCES
■ Camburn, B. A., Dunlap, B. U., Kuhr, R., Viswanathan, V. K., Linsey, J. S., Jensen, D.
D., … Wood, K. L. (2013). Methods for Prototyping Strategies in Conceptual Phases
of Design: Framework and Experimental Assessment. Volume 5: 25th International
Conference on Design Theory and Methodology; ASME 2013 Power Transmission
and Gearing Conference
■ Carroll, M., Goldman, S., Britos, L., Koh, J., Royalty, A., & Hornstein, M. (2010).
Destination, Imagination and the Fires Within: Design Thinking in a Middle School
Classroom. International Journal of Art & Design Education, 29(1), 37–53.
■ DALEY, D. J.AU - KENDALL, D. G.PY(1964). Epidemics and Rumours. NatureSP.
https://doi.org/10.1038/2041118a0DO
■ McDonagh, D. and Thomas, J. (2010) Rethinking Design Thinking: Empathy
Supporting Innovation. Australasian Medical Journal - Health and Design 1, volume
3 (8): 458-464

36
REFERENCES

■ Ruiz Ruben and Stutzle Thomas (2007) , A simple and effective iterated greedy
algorithm for the permutation flow scheduling problem
■ Steven Emily, (2019), User Testing , A Guide to Step 5 of design Thinking Process
■ Simon.H , The Sciences of the Artificial (3rd Edition),
1996: https://monoskop.org/images/9/9c/Simon_Herbert_A_The_Sciences_of_th
e_Artificial_3rd_ed.pdf
■ Tschimmel, K. (2012). Design Thinking as an effective Toolkit for Innovation. In:
Proceedings of the XXIII ISPIM Conference: Action for Innovation: Innovating from
Experience. Barcelona.

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