Lecture 04 - Design Thinking -

Customer Journey Map - 4W

Method
HHSS
 Product Product
Production &
Development Design &
Distribution
Planning Development

Unit 1 -Market Unit 2 -

Unit 3 - Detail Unit 4 - Unit 5 -Legality
Analysis or Concept
Design Prototyping & IP activities
Field Study Design

Redefine Product
Need Analysis
Problem Specification

Tool 1 - Plan of Lessons

Tool 2 - Tool 2 - House
Customer
4W Method of Quality
Journey Map
 What is Design Thinking?
Human Possibility
• A Problem Solving
Centered – Driven –
Redefine Portfolio of
Technique
Problem solutions
• No of tools to develop
innovative solution
Business Iterative –
Viability – Real world
Economic / Experiment
Profitability s (Cyclic)
 Two Systems
System 1
17 24 System 2

• Angry • Deliberate, effortful & Take

• Going to Yell at someone some time
• Automatic & Effortless
conclusion
• No intention to assess

• Generate complex • Construct the ideas

pattern of ideas

System 1 originate Impressions, feelings that guide the choices of System 2

Thinking, Fast and Slow – by Daniel Kahneman
 Design Thinking Process

Empathize Reframe / Define Ideate

Prototype / Test
Design Thinking Mindset
• Innovation should begin with a deep
understanding of stakeholders’ everyday
existences and an ambition to make those lives
better
• Innovation is a discipline that can be learned
• Success rarely comes on the first try
Empathy
• Natural character – imagining how others would feel or trying to
realize the others feeling in a situation.
• Understand the real life problem of customer
• Who is a real customer? – Greatest Degree of User need
• Lead User (After deciding type of product / service)
• E.g. Toys, Gaming app, Vegetable cutter etc.,
• E.g. Online education software, Food delivery business, Logistics etc.,
• Activity of the Lead User – Our Concern
• Tap the emotions of the Lead user during the activity towards our
product / Service (in the Context)
How to Empathize?
• Observe – Don’t Ask
• Question Everything you observe – Don’t Judge or Assume
• Listen the response of user completely – Don’t focus on points
confirming your pre-decisions
• Tools
• Photos & Videos
• Interview (Brainstorm to set right Questions)
• Sharing inspiring stories
• Customer Journey Maps
• Empathy Maps
• Personas
Tool 1 - Customer Journey Map
• Interview based sticky note technique for mapping the process that
user/customer is going through.
• Who are you try to help? – E.g. Teacher, Police man, House Wives etc.,
• Process – Activity – Purely based on what we want to study (Users’ need for
what we want to develop product / service)
• E.g. Conducting Assessment, Control Traffic, Cutting Vegetables etc.,
• What are they doing?
• Before Activity (At least 3 tasks, with sequence)
• During Activity
• After Activity
• Emotional mapping
• In What stages do they suffer?
Case Study – Customer Journey Map
Name – Mrs. ----
Age – 30 Yrs.
House wife Simple Demography
Lives in –
Kovilpatti, India

Activity

Cutting Vegetables
for cooking
 Before During After
Decides what to
cook or Ask Wash the Wash it again
Hubby/Kids vegetables
what to cook

Select Remove skin Store in a

Vegetables for of vegetables plate / box
the dish

Cut to the
Segregate them Use the cut
required
for good vegetables in
shape using
condition cooking
cutter
 Before During After
Decides what to Wash it again
Wash the
cook or Ask
vegetables
Hubby/Kids
what to cook

Select Remove skin Store in a

Emotional

Emotional
Vegetables for of vegetables plate / box

mapping

mapping
the dish

Cut to the
Segregate them Use the cut
required
for good vegetables in
shape using
condition cooking
cutter
 Where do they suffer?
Before
Cut to the
Decides what to Remove skin
required
cook or Ask of vegetables
shape using
Hubby/Kids
cutter
what to cook

• Cross check the fictional copy with real people

• Re-make the journey map with real data
Store in a • Make as many required CJM for different personas
plate / box • Consolidate the results where do they suffer?
• Find the actual problem the user face based on
emotions
• List out of the problem
• Redefine the problem
Define
• The results of Empathy is input
• Translate the pain points to potential opportunity
• E.g. Lack of communication between a doctor and a patient in physical
therapy
• Reframe the problem (Current state) to find a relief (goal)
• A clear description of the issue that designer need to address for user
• Meaningful and actionable problem leads in right direction to kick start
IDEATION process
• Helpful to communicate the goal to stakeholders, team members
 Problem Statement
• Describe the issue to be addressed – keeping the focus on the user all time
• From the user’s perspective
“I am a young working professional trying to eat healthily, but I’m struggling
because I work long hours and don’t always have time to go grocery shopping and
prepare my meals. This makes me feel frustrated and bad about myself.”
• From a user research perspective
“Busy working professionals need an easy, time-efficient way to eat healthily
because they often work long hours and don’t have time to shop and meal prep.”
• Based on the four ‘W’s—who, what, where, and why
“Our young working professional struggles to eat healthily during the week
because she is working long hours. Our solution should deliver a quick and easy
way for her to procure ingredients and prepare healthy meals that she can take to
work.”
Do’s and Don’ts in Problem Statement

Focus on the user – User and their need

Keep it broad – for wide range of ideas

Make it Manageable – No too many user needs in one problem

 Tool 2 - The four ‘W’ method
• Ask the right questions
• Who is experiencing the problem? – Lead User – House wives
• What is the problem? – Pain Points – Removing skins and cutting Vegetables
• Where does the problem present itself? – Context - Kitchen
• Why does it matter? – Value to the user – Convenience
• No proper tool
• Convenience
• Statement “ House wives need an effective skin peeling and cutting tools to
conveniently cooking in kitchen”