AVI GLOBAL PLAST

DESIGN THINKING
15 March 2021
Design is everything

Every human experience with a product,

service, company, building, culture, is
designed.
Whether intentionally or not…
Red Vs Blue ocean strategy
The ERRC framework
But still, it is a whole new
ball game
Design thinking starts with
DT and Value Creation
Process Innovation
Manufacturing

Technology Business
Feasibility Viability

Value / Experience
Innovation

People and
Human Values
Emotional Innovation Functional Innovation
Desirability Org. Development,
User experience,
Relationship, Marketing Marketing, Branding
Design Thinking Methods
& Tools
 Before we start 2

Everything is designed,
few things are designed well.
-Brian reed
TENETS OF DESIGN THINKING

STARTS WITH POSSIBILITIES

AND NOT PROBABILITIES
 7

“We put ourselves

in the customer’s
shoes and say,
what do we want?”
LETS TALK
ABOUT

EMPATHY
 EMPATHY

UNDERSTAND YOUR AUDIENCE

“
"Empathy is at the heart of design. Without the
understanding of what others see, feel, and
experience, design is a pointless task."

Tim Brown — IDEO

Empathy
Empathy
When you feel what the other person is feeling and can
mirror their expression, their opinion, and their hopes.

Why?
To discover people’s explicit and implicit needs so that you
can meet them through your design solutions.
Empathy
CONTEXTUAL AFFINITY INTERVIEWS
INQUIRY

MAPPING

PERSONAS
PERSONAS
What are Personas?
A persona is a “hypothetical
archetype” or character who
represents a group of users. It’s used
to understand their goals, behaviours,
attitudes and context in which they
operate.
Personas inform us about
• Who is this user?
• What are their goals?
• How do they behave?
• What do they think?
• What are their pain points?
• What is the context in which they operate?
What are Personas?

The level of detail and

focus of a persona
depends on the product
or service and our
relationship with our
team and client.
PERSONAS

Personas help you design with

empathy, tell a story, give the
facts
DETAIL
3
S 7

Mailchimp
Personas
CONTEX
3
T 8
 MORE
3
DETAILS 9

Isobar
Persona for
FoXtel
MORE
4
STATS 0
WHEN TO USE PERSONAS
 4
6

Create personas during the research phase to help

identify and empathise with users
 4
7

During ideation and definition use personas to qualify

ideas
 4
8

In test and prototype they form a basis for recruitment

 4
9

Personas also form the basis for service live

optimisation / customisation
WHEN TO USE PERSONAS

• Use them as a tool to engage clients with human centered design

• Identify opportunity and areas for innovation

• Provide focus on core features ensuring speed to market

• Measure effectiveness of current and future solutions

TIPS ON CREATING
PERSONAS
TALK TO THE BOSS
TALK TO THE FRONTLINE 5
3
TALK TO THE MARKETING
BRING THEM TOGETHER
CREATE A PLAN
• What do we know?
• What do we want to find out?
• Who are we talking to?
• Where will this take place?
• How long do we have?
• What will the outcomes be?
ADDING DATA

quantitative qualitative
QUANTITATIVE DATA

Data from
quantitative reportable
sources with
numerical
characteristics
QUANTITATIVE DATA
‣ Marketing demographics
‣ Statistical data
‣ Survey respondents
‣ Social media analysis
‣ Google insights
‣ Industry Publication
QUALITATIVE DATA

Data direct from user

observations and
qualitative interaction, usually
difficult to measure
numerically
INTERVIEWS
FOCUS GROUPS
SHADOWING 6
5
 AFFINITY INTERVIEWS
PERSONAS

MAPPING

CONTEXTUAL INQUIRY
CONTEXTUAL
INQUIRY
7
2
WHAT DO WE NEED TO
KNOW

“It’s all about People, their

Activities, and the
Context of those
activities.”
THINGS TO LOOK FOR
• Who is this user?
• What are their goals?
• How do they behave?
• What do they think?
• What are their pain
points?
• What is the context in
which they operate?
EXAMPLES
INSERT CHAPTER
7
TITLE
7
INSERT CHAPTER
7
TITLE
8
INSERT CHAPTER
7
TITLE
9
INSERT CHAPTER
8
TITLE
0
 BACK TO THE
8
TASK 1
Guerrilla research to help understand
consumers in and around Southern Cross

No interactions with users shadowing /

observation only

15 minutes
CONTEXTUAL 8
INQUIRY 2

Who do you think we

will see?
CONTEXTUAL PERSONAS INTERVIEWS
INQUIRY

AFFINITY MAPPING
AFFINITY MAPPING
AFFINITY
8
MAPPING 4
 ANALYSING THE
8
DATA 5
Combine data sets
Group data and look for patterns
Define the user segments Define
measures to be used Discuss and
refine
Conduct additional research
ANALYSIS 7

KEY AGENDA
OBJECTIVE

Affinity Mapping 10 minutes 1. Group any patterns that emerge.

Understand & Discuss as a group

Affinity map ‣ Sticky notes

‣ Sharpies
CONTEXTUAL AFFINITY PERSONAS
INQUIRY

MAPPING

INTERVIEWS
INTERVIEWS
 INTERVIEWS 88
OVERVIEW
XX
X
INTERVIE 7
WS

KEY AGEND
OBJECTIVES A
Face to face interview 10 minutes 1. Find out as much as you can about your

designated user onto the interview sheet

RESOURC 2. Use 5X Why’s exercise

DELIVERA
BLE ES
Interview notes ‣ Interview template

‣ Sharpies
EMPATHY

PERSONA
CREATION
PERSONA CREATION
EXERCISE

KEY AGENDA
OBJECTIVES
Basic Persona Creation 20 minutes 1. Looking at the templates which one do we feel
is best suited?
2. Generate personas based on data at hand

DELIVERA RESOURC
BLE ES
Persona draft ‣ Sticky notes

‣ Sharpies
 PERSONAS - TRY TO
AVOID
‣ Bland personas
‣ Personas which are too stereotypical
‣ No real data
‣ No first hand knowledge

Smashing magazine
have a couple of
good persona
guides
 INVOLVE THE TEAM AND
CLIENT
USE REAL
STORIES
MAKE THEM PART OF
DISCUSSION
 CONTEXTUAL INQUIRY -
PRO TIPS
‣ Think about the focus of the inquiry
‣ Involve the team
‣ Think about the time / weather and other influencing factors
‣ Record and photograph everything
‣ Overlay information on a map

This is a tool widely

used in service design
and less so in
traditional UX
 EMPATHY

AFFINITY
MAPPING PRO
TIPS
 PRO TIPS
10
‣ Too many people - less than six from across the team is ideal 3

‣ Too few people - cannot do this by yourself

‣ Everyone should contribute
‣ Read the notes, talk about why they’re placing them
‣ Iteration is key, this should be performed at least two to three
‣ The
times.
output is subjective use it as such Use the post-it app
to capture the data!
EMPATHY

INTERVIEWS
PRO TIPS
 PRO TIPS
‣ Make people comfortable, make it natural
‣ Don’t use leading questions
‣ Don’t ask Yes/No questions
‣ Really listen to what people say - use silence as a tool
‣ Be mindful of your questions around sensitive matters
‣ Have a theory you want to explore Every mac comes
with quicktime
‣ Probe your questions / key points beforehand
which you can use
to record and
playback your
‣ Record and review interviews
 EMAPTHY MAPS :
THE KEY TO GETTING TO KNOW
YOUR AUDIENCE
An Empathy Map is a worksheet used to conduct empathetic
interviews about an experience or problem. They often produce
“aha!” moments because they help you empathize with a client or
stakeholders’ real experiences, wants and needs from their own
viewpoint
ARE YOU FORGETTING YOU’RE TALKING TO REAL HUMAN BEINGS

Marketers tend to focus

too much on achieving
metrics that they forget
these numbers are driven
by people
 THIS MEANS THAT YOU NEED
TO GET TO KNOW YOUR
MARKET

• How do you put yourself in your visitor’s

shoes ?
• How can you define what they will want and
need ?
• Are you even sure what you have to offer is
something that they are looking for ?
THIS IS WHERE
EMPATHY MAPS CAN
HELP
EMPATHY MAP TEMPLATE
 WHAT DOES EMAPTHY MAPPING DO ?

 Better understand customers, stakeholders,

teammates, and more
 Reconsider the needs of your customers
 Design products that suit the needs of your
customers
 HOW TO USE EMPATHY MAP TEMPLATE

Identify the subject of your

Empathy Map and their
goals – An observable
01 DEFINE YOUR GOALS
behavior
Clarify your customer’s observable
behavior: “Seeing”, “Saying”, “Doing”
WORK CLOCKWISE
AROUND THE CANVAS 02 and “Hearing”. Walk a mile in your
subjects’ shoes, and imagine their
experience

Pay special attention to pains and FOCUS ON WHAT YOUR

gains to identify motivating factors
that will help your team approach 03 SUBJECT THINKS AND
FEELS
company goals
OTHER DESIGN THINKING TOOLS

With a feedback grid, you can add structure to

your feedback by collecting insights that are
meaningful and constructive. The tool
encourages people to share what they like, what
they would improve, questions they have, as
well as any additional new ideas. It’s feedback
you can use right away.
OTHER DESIGN THINKING TOOLS

Want to understand the experiences of your

customers or stakeholders? Mapping out
complete experiences is a worthwhile process
that can gather deep insights into people’s
needs. Journey maps prompt you or your clients
to remember all of the details of an event,
including parts that initially may seem
insignificant. 
 OTHER DESIGN THINKING TOOLS
IMPACT/EFFORT MATRIX
Group your ideas and action items with an
Impact/Effort matrix. It’s a quick and effective
way to spotlight clusters of high priority ideas.
Once completed, your ideas will be separated into
four helpful groups, clearly illustrating your
priorities
IMPACT/POWER MATRIX
Generate a list of stakeholders and map them out
on a Impact/Power matrix. The High-Impact
stakeholders should be your highest priority when
making decisions. Completing this stakeholder
analysis helps build consensus in your
organization or team about where your efforts
should be going.
 1
9

D.School
 2
0

D.School
 3
2

D.School
Workshop
Exercises
 Exercise 1: Ecosystem map
10 minutes

Step 1: Quickly list out all people (stakeholders, groups/teams, users, and customers) who are
affected by the products / services / business terms of AVI global plast. Write each
person/group on one post-it.

Step 2: List out all touchpoints that are user/customer facing

Step 3: Map out how each person/group relate to each other and to touchpoints – group
post- its together that are similar, draw connections between others.
 Exercise 2: Interviews
25 minutes

Step 1: Break into teams of 2

Step 2: Each person will interview the other for 5 minutes about their experience with the
scenario. Take notes (pen and papers provided).

Step 3: Switch!

Step 4: Switch again. (5 minutes each) Look at what you have, now dig deeper

Step 5: Reflect for 3 minutes (highlight needs and insights)

 Researcher mindsets

1.Building empathy
2.Listening openly (not leading)
3.Looking for problems and needs
4.Probing deeper (listen for clues)
 Interviewing tips
Interviewing is an art…
As an interviewer, you ask questions, but mostly listen to the
interviewee talk. Try to get the interviewee to open up, let
them direct the conversation.
Start with general questions – make them feel at ease, then dig
deeper.

Ask WHY? (get into motivations)

When you hear an interesting point that they bring up, but might just

brush over, ask them: “Can you tell me more about that?”
 Sample interview questions
Questions you can ask:

Please tell me about a recent experience with [scenario/topic].

Can you tell me about your office? What are the people like? What are some things that you
struggle with the most? How would you describe the culture? What are the biggest barriers
to success?

What did you like most about the experience?

What did you like the least? What did you find most challenging? How did that make you

feel? If you could wave a magic wand, what would your ideal experience be?
 Exercise 3: Break-up letters
10 minutes

Write a break-up letter from the point of a customer on why

they would want to stop doing business with AVI Global Plast,
. Write down all the reasons why you are leaving, everything
they could have done to keep you, what the ideal supplier
would look like, your hopes and dreams for packaging
solutions / other solutions.
 Exercise 4: Finding Insights
25 minutes
Step 1: Pass your break up letter to your partner

Step 2: Review the interview notes and break-up letters and write each idea/pain
point/insight on individual post-its (one idea per post-it). (Individual work – 10 minutes)

Step 3: All teams post on the wall.

Step 4: Work together (entire class) to group common ideas together into themes (affinity
mapping).

Step 5: List out 5 top insights/pain points