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 Design-Thinking Framework: Process Overview
ITERATE

Collect Collect Collect Collect

Feedback Feedback Feedback Feedback

DISCOVER DEFINE IDEATE PROTOTYPE TEST

Learn about user Determine features Brainstorm solutions Simulate user experience Validate with users

• User interviews • Personas • Brainstorm sessions • Paper prototypes • Usability testing

• Stakeholder interviews • Empathy maps • Mind maps • Micro-interactions • Shadowing
• Surveys • User journeys • Affinity maps • Detailed user flows • A/B testing
• Data analysis • Storyboards • Storyboard • Mockups • SUS surveys
• Metrics • User stories • Card sorting • Interactive prototypes • Heuristic evaluation
• Competitors • Problem statement • User journeys • User journeys • QA
• Focus groups • Narratives • User flows • Wireframes • Analytics
• Observation • Assumptions mapping • Information architecture • High fidelity design • Performance testing
• Clustering insights • Task analysis • Service blueprints • Design hand-offs • Observations
• Context mapping • Jobs to be done • Business model canvas • Design documentation • Desirability evaluations
• Customer journey maps • Comparative analysis • Crazy 8’s • HTML/JS prototypes • Metrics
• Design principles • Eye tracking
 User Persona 28 years old Brooklyn Aspiring creative

BIO WANTS & NEEDS

Jamie is an aspiring designer doing an apprenticeship with an agency in • To learn more about what else can be repurposed
NY. She has a hectic schedule because she’s working hard toward a full- • Convenient drop off or pick up option
time position. She ties to minimize her impact in the environment by
mindful consumption, when it comes to food, exercise, household goods
and commodities, transportation, and clothing
It is too difficult to find places that can
help me repurpose my belongings in this FRUSTRATIONS
city. It’d be a dream to have a service that
can come to me and pick them up
• Not enough info on what can and cannot be donated or recycled

MOTIVATIONS • Hard to find a place to donate or recycle

• Helping the environment by reducing waste and being able to help

TECH SAVVINESS
other motivates Jamie.

• Pick up would be a dream

ORGANIZATIONS
SOCIAL MEDIA USAGE
• Cash back and incentives

ACCEPTANCE
 Keep Your HMWs Broad

“How Might We” Problem Users often spend a long time checking their submission for mistakes.

03 HMW (poor)
How might we make it quick and easy for users to check their work for

(HMW) Statements
mistakes?

How might we support users to efficiently draft submissions that they’re happy
HMW (better)
with?

Start with the Problems (or Insights) You’ve Uncovered Focus Your HMWs on the Desired Outcome

Problem Users often call us because they’re unsure about the application process.

Problem Users are aware of the full product offerings

01 04 HMW (poor) How might we stop users from calling us?

How might we make users feel confident they have all the information they
HMW How might we increase awareness of the full product offerings? HMW (better)
need?

Avoid Suggesting a Solution in Your HMW Question Phrase Your HMW Questions Positively

Users are often unsure about which form to complete when they file their Problem Users find the return process difficult.
Problem
taxes.

02 05 HMW (poor) How might we make the return process less difficult?
HMW (poor) How might we tell users which form to complete to file their taxes?

HMW (better) How might we make the return process quick and intuitive?
HMW (better) How might we make users feel confident they are filing their taxes correctly?
 Abstraction Laddering

Why - Vision New Statement New Statement

Devise a marketing plan that raises awareness and traffic

New Statement Devise ways to increase cross selling opportunities
to our site.

QUICK GUIDE
Why?

Why? Why? 1. Convene an interdisciplinary team.

New Statement To create more opportunities for cross selling To raise awareness of and traffic to our website.
2. Draft various ways to state the problem

Why? 3. Use statement starters (“How might…” or

“In what ways…”)
Initial Statement
INITIAL Statement 4. If the problem is too narrow, ask
We need to add ability to sell new lines of products on our website “Why…” and “Why else…”

How? 5. Then restate the problem in a broader,

more open way

New Statement How? How? 6. If the problem is too broad, ask “How…”
By adding a new product tab on the website By partnering with an online seller and “How else…”

How?
7. Then restate the problem statement more
concretely
New Statement New Statement
New Statement
Design and implement a tab and new section on our Figure our how to integrate our services with an online
website seller.
How - Tactical
Dot-Voting for Ideas Yen Rebecca Vera Boris Gary

OFFER LIMITED PRODUCTS VOTES POOR PRODUCT QUALITY VOTES OUR PRICES ARE TOO HIGH VOTES

We don’t offer a variety

of products The quality of our
We have high prices
products in not that great
Maybe our prices are too
We only sell one color much
for each product we offer

Products keep breaking

withing the first week
We have very few We don’t ever offer
product lines discounts

MEDIOCRE CUSTOMER SERVICE VOTES WEBSITE ISSUES VOTES STORE LOCATION VOTES

I’ve noticed our customer

Website experience
service isn’t that great
Our store is hard to get to

Our website keeps

Customer Service
crashing

People can’t find our

store
Our customer service is Not the most intuitive
understaffed website
 Rose, Bud, and Thorn

ROSE BUD THORN

These are the ideas, properties, or processes that are

This is an area that may or may not be working perfectly, This is an idea, property, or process that is not working. It
working well. While they may not be perfect, these are the
but offers an opportunity for growth or improvement.  may need to be heavily reworked or removed entirely. 
things that you want to keep. 

Long distance Trip Destination Filters Wrong Directors Awkward Silence Clean Cars Easy to Pay

Surge Pricing During

Warm Pin 100 Ride Average Unfair Ratings Purple Dash Light Ride Saving
Major Events

Destination on Accept Automatic Expensing Cancellation Fees Long Wait Times Affordable Friendly Drivers

Usability Test Plan
PRODUCT UNDER TEST
What’s being tested? What re the business and
experience goals of the product?
The website at (TBA)
BUSINESS CASE
Why are we doing this test? What are the
benefits? What are the risks of not testing?
The test will address several key questions that
the design team need answers to for the next
iteration. Failing to answer these questions now
increases the risk of developing the wrong
product.
PROCEDURES
What are the main steps in the test procedures?
Welcome/Consent Form
0-5 min
TEST OBJECTIVES
What are the goals of the usability test? What
specific questions will be answered? What
hypotheses will be tested?
Do people understand the value proposition …
The concept of an Online Concierge service?
Do people trust the service?
Do the emails help people proceed through the
various stages?
Do people understand how to choose a time
slot on the booking screen?
Pre-test Interview Carry out the Test Tasks
5-10 min
AUTHOR: David Travis PHONE: +1 (000) 123-4545
EMAIL: David.travis@usefocus.co.uk FINAL DATE FOR COMMENTS: September 15th
PARTICIPANTS TEST TASKS RESPONSIBILITIES
How many participants will be recruited? What What are the test tasks? Who is involved in the test and what are their
are their key characteristics? responsibilities?
Find out more about the scheme and decide if
G-8 participants recruited via panel. you would sign up for it. David Travis (PM, Data logger)
All must be in full-time employment Sign up for the service Jane Hart (Moderator)
All must own a smartphone Find a trusted plumber who can fit your new Peter Hunter (Eye Tracking)
dishwasher.
A mix of men and women, homeowners and John Kraft (Client Contact)
renters Review the offer and arrange a time for the
Les Heisman (Tech Support)
plumber’s visit.
Compare 3 alternative designs of the time slot
booking screen page.
EQUIPMENT LOCATION & DATES
What equipment is required? How will you Where and when will the test take place? When
record the data? and how will the results be shared?
Laptop with eye tracking software and Morae Sep 23 at USERFOCUS 180 Piccadilly,
Test Software London, W1J 9HF
All sessions will be recorded to digital video. Map: http://maps.google.com
We will log usability problems and measure Phone Debrief on Sep 27th
task completion rate and time on task.
Post-test Questionnaire Post-test Interview Debrief/Pay Incentive
10-45 min 45-50 min 50-55 min 55-60 min
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