The use of Design

Thinking
Leaning outcomes
LO1 Define what is Design thinking
LO2 Illustrate the role of storytelling finding solutions to customer
needs/problems
LO3 Adapt observation and insights in design thinking process
LO4 Create interviews in design thinking process
LO5 Organize experiments in design thinking process
What is design thinking?
Tim Brown, CEO of IDEO
“a discipline that uses the designer’s sensibility
and methods to match people’s needs with
what is technically feasible and what is viable
into customer’s value and market
opportunity”
Design thinking is a combination of
• Desirability
• Feasibility
• viability
Principles about design thinking

Human-centricity Experimentation A bias toward

Collaboration Ideation
and Empathy and Iteration action
History of design thinking

1950-1960’s 1970’s 21st century

• Collective problem solving • combine human, • many variants of design
by engineers, architects technological and strategic thinking
and industrial designer need innovation in
business
Design thinking process

Empathiz
Define Ideate Prototype Test
e
Empathize
• Empathy interviews
• Immersion and observation
• Extreme users
Methods • Ask what, how, why
Empathy map
Say

Think

Do

Feel
Define (needs and problems)
• Strengthen the good
• Eliminate the bad
Who the user is • Search the opposite
• Enquiry of the assumptions
• Pinpoint the unanticipated
What are his resources
needs Guidelines • Form an analogy
• Breakdown the problem
into pieces

Develop insights
Ideate – generating ideas . . .
• Brainstorm
• Brainwrite
• Worst possible idea
• SCAMPER
• Substitute
• Combine
• Adapt

Ideation • Modify
• Put to another use

techniques
• Eliminate
• Reverse
Prototype
Benefits:

• Timely feedback
What is a • Prompt changes save time
and cost
prototype? • Validation prior to
• Sample of an idea development
• Use research and user testing
prototype
• Low fidelity
• Medium fidelity
Types of
prototype: • High fidelity
Test

Try out the solution

The Power of Storytelling

“Storytelling Elements:

is vital Domain/What

instrument Players/Who

of feedback” Story/How
Storytelling in the Design Process

“user involvement in
Human and user-
the design thinking
centered solution
process”
Storytelling

Problem Solution Solution

framing framing Implementation
Observation and Insights
Collecting
information about
the customer, what
they think and feel .
..

Not solution to a
problem at once but
find out what is the
cause of the
problem
Three types of research

Generativ
Evaluative validating
e
Observation and Insights
Observation
• - centers on raw data

Insights
• - interpretation of information from
observation and interview; new
understanding
Observation techniques
•
•
Space
Actor
• Activity
9
•
•
Activity
Object
AEIOU • Environment
Dimension (Rick
s
• Act
Robinson
• Interaction
• Event
(Spradley) • Time ) • Object
• Goal
• feeling • User
Interview
• Make the interview relaxed

Interview
• On time and right direction
• Concentrate on customer and not in documentation
• Ask open ended questions
technique •
•
Listen and refrain from talking
Encourage but not influence

s •
•
Follow ones feelings and drill down
Repeat to confirm
• Thank the customer at the end of the process
Interview questions

• Explorative
Open- • Affective
ended • Reflective Closed questions
question •
s •
Probing
Analytical
– exact answers
• clarifying
Experiments – approve/disprove ideas
Trying out
new
experiences

Taking apart
Trying
products, Observin
new Try again
processes, things
g results
Learn
ideas

Testing ideas
through pilots
and
prototypes
Art and Science in Entrepreneurship

Creative Combining or adding

new information to a
thinking superior body of
skills knowledge
How to make use of scientific method
Ask a question

Research about the subject

Create a hypothesis

Experiment to test hypothesis

Assess data and conclude

Publish results and call others to expand

References
Serrano, A. (2021). Entrepreneurial Mindset, Unlimited Books Library Services and Publishing
Inc.
Thank you for
listening!
Meeting ID: 932 1120 6281
Passcode: 744934