Professional Documents
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Aurelien Domont
Management Consultant
Domont Consulting Managing Director
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Design Thinking Overview
Design thinking is a creative problem-solving approach focused on what the end user really
needs. According to CB Insights, 42% of startups fail because there is no market for the product that
they create, that’s why it’s critical to start with customer/user needs first before jumping into the
solutioning. Design thinking is fundamental for delivering breakthrough innovation and meeting
customer needs.
Design thinking is a mindset. it requires a deep desire to understand the needs of users for whom the
product or process is being created and persistence to keep questioning assumptions, problem
statements and implications.
The origins of design thinking go back to 1960s, when Herbery Simons published a book “The
Sciences of Artificial”, where he mentioned that design could be a "way of thinking“. Design
thinking is certainly not a new methodology, but nowadays it has many applications that go beyond
original product development, and serve as foundation for building innovative capabilities within the
organization.
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Design thinking will help us find great solutions that are desirable,
profitable and feasible
Sweet spot
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Success stories of companies using Design Thinking
Airbnb doubled its revenue within a week
Airbnb, a household name in the sharing economy, faced a common problem when it started out - low
revenue. By observing and empathizing with customers, the founders recognized that the advertising
pictures hosts were posting online weren’t of a high enough quality, which often deterred customers from
renting rooms.
To address this issue, the founders used a design thinking approach, they spent time traveling to each
location, imagining what users look for in a temporary place to stay. They invested in a high-quality camera
and took pictures of what customers want to see, based on their travel observations. For example, showing
every room rather than a select few, listing special features like a hot tub or pool in the description, and
highlighting the neighborhood or areas near the residence. As a result, Airbnb’s revenue doubled within
a week.
This example highlights how Airbnb's founders used design thinking to solve their business problems by
putting themselves in users' shoes. They understood that by providing high-quality images and information,
they could attract more customers and increase revenue. This approach is a valuable lesson for any
business looking to improve their customer experience.
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Success stories of companies using Design Thinking
Netflix revolutionized the movie industry
Design thinking has been a key driver of Netflix's success as an industry giant. At its inception, Netflix
recognized the inconvenience that customers faced with traditional brick-and-mortar rental models and
eliminated it by delivering DVDs directly to customers’ homes through a subscription model, which
revolutionized the movie industry.
However, Netflix's real success can be attributed to its ability to continuously innovate in response to
market changes. For example, when the company realized that DVDs were becoming outdated, it created
an on-demand streaming service, which not only stay ahead of the curve but also eliminated the
inconvenience of having to wait for DVDs. Furthermore, in 2011, Netflix took its design thinking process
one step further by responding to customers’ need for original and provocative content, which wasn't airing
on traditional networks. In 2016, it improved its user experience by adding short trailers to its interface.
In summary, Netflix's major updates and continued success can be attributed to its effective design thinking
process which enables the company to anticipate and respond to customer needs, this has enabled
Netflix to stay ahead of the curve and maintain its position as an industry leader.
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Success stories of companies using Design Thinking
GE Healthcare increased patient satisfaction by 90%
GE Healthcare, a leader in the diagnostic imaging industry, recognized an opportunity to enhance the user
experience for pediatric patients undergoing MRI procedures. Through comprehensive user research,
including observations, expert interviews, and feedback from hospital staff, GE Healthcare identified key
pain points for pediatric patients, including fear and discomfort in the traditional, clinical MRI environment.
To address these issues, GE Healthcare developed and implemented the "Adventure Series," a redesign
initiative focused on making MRI machines more child-friendly. The "Pirate Adventure" feature, for
example, transforms the MRI machine into a pirate ship complete with beach and ocean scenery,
effectively addressing pediatric patients' concerns and increasing patient satisfaction by 90%.
This approach not only improved the experience for patients, but also yielded unexpected benefits, such as
improved scan quality and ultimately saved customers time and resources. GE Healthcare's user-
centric approach exemplifies a successful strategy for identifying and addressing unmet user needs.
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The design thinking methodology will mainly bring 4 benefits to our
organization
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Content of the Toolkit
Real-life Templates
examples
Video Training
Step-by-step
tutorials
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Objectives of the Toolkit
The Design Thinking Toolkit includes frameworks, tools, templates, tutorials, real-life examples,
best practices and video training to help you:
• Adopt and implement a Design Thinking approach within your organization using the 5 phases: (I) Empathize,
(II) Define, (III) Ideate, (IV) Prototype, (V) Test
• (I) Gain an empathic understanding of your users: (1) Project canvas, (2) Stakeholder management, (3) Research
plan, (4) Desktop research, (5) User interviews, (6) Focus groups, (7) Shadowing, (8) DILO, (9) Contextual inquiry, (10)
Diary study, (11) Ethnographic research, (12) Emotional response cards, (13) Surveys, (14) Expert interviews, (15)
Service safari
• (II) Define the key problem to solve: (1) Customer journey, (2) User personas, (3) Empathy map, (4) Five whys, (5)
Five WH questions, (6) Affinity mapping, (7) Card sorting, (8) Landscape review, (9) Problem statement, (10) Value
proposition
• (III) Generate a range of ideas to solve the problem: (1) Define success, (2) Ideation constraints, (3) “How might
we” questions, (4) Ideation workshop, (5) Brainstorming, (6) Mind mapping, (7) Sketching, (8) Crazy 8s, (9) Design
sprint, (10) NABC, (11) Idea evaluation
• (IV) Build prototypes for a range of our ideas: (1) Sketching, (2) Storyboarding, (3) Low-fidelity prototyping, (4) Co-
creation workshops, (5) High-fidelity prototyping, (6) Role-playing, (7) Proof of concept, (8) Minimum viable product
• (V) Return to the users for feedback: (1) Testing sheet, (2) Heuristic evaluation, (3) Usability testing, (4) Accessibility
testing, (5) A/B testing, (6) Eye tracking, (7) Heatmaps, (8) Performance testing, (9) Feedback capture grid
• Build success stories such as Netflix who was able to revolutionize the movie industry, and Airbnb who was able to
double its revenue within a week by adopting a design thinking approach
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The design thinking approach includes 5 phases
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The design thinking approach is a non-linear process, where each new
discovery may require you to revisit the previous phases
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Each phase includes a set of activities
Research Objectives
• Insert objective
• Insert objective
• Insert objective
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Research plan
Research plan example
Research Objectives
• To better understand the current market and competition
• To identify consumers (who they are and what they care about)
• To explore what features or services could improve customer experience
Days
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Research plan
Research workplan example
January
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Research plan
Research workplan example in Excel - Open Excel file “Research Plan”
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Table of contents
Ethnographic research is a qualitative research method that is used to understand and describe the cultural and social
aspects of people's lives. It is a key component of the design thinking process, as it helps designers to understand the
people they are designing for and the cultural, social, and historical context in which they live. Ethnographic research is
different from other research methods, such as contextual inquiry, DILO (Day-in-the-Life-of), and shadowing, in that it
focuses on understanding the context of the participant's life in a broader and more holistic manner.
Examples of ethnographic research include:
1. Understanding the culture and traditions of a particular community to understand their customs, beliefs, and values.
This may help in designing products or services that are culturally appropriate and sensitive.
2. Studying the behavior of people in a particular environment such as a school, workplace, or public space, to
understand how they interact and what motivates them.
3. Examining the impact of technology on society to observe how people use technology in their daily lives and the
impact it has on their relationships, work, and leisure activities.
In conclusion, ethnographic research provides a deep understanding of the cultural and social context. It helps designers
to better understand the needs, motivations, to design culturally appropriate and responsive products / services /
experiences.
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Ethnographic Research
Example observations and suggestive actions
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Ethnographic Research
Output: Example of a study of user’s culture
"Emotional Response Cards" is a method used in the Empathize phase of Design Thinking. The purpose of the
Empathize phase is to gain a deep understanding of the users and their needs, emotions, and experiences related to the
problem being addressed.
The Emotional Response Cards method involves creating a set of cards with different emotions written on them (e.g. joy,
frustration, sadness, anger, etc.). During user interviews or observation sessions, the facilitator asks the user to describe
a specific experience they had related to the problem, and then invites them to pick an emotional response card that best
reflects how they felt during that experience. This method helps the design team to better understand the emotional
context and impact of the problem on the user, which is critical information for creating effective solutions.
helpful
inconsistent innovative intuitive comfortable
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Emotional response cards
Sample cards (2/2)
unconventionally
unprofessional vital trustworthy intimate
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Emotional response cards
Tutorial
Step 1: Print the words with the adjectives, cut them out and place
them on a separate table as cards
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Emotional response cards
Best practices
The adjectives can be adjusted based on the specificities of the
project
To use the cards with the adjectives several times, print them out,
swift difficult to apply difficult sureand cut out the individual
glue them on a thin cardboard useful
cards.
unconventionally
unprofessional vital trustworthy intimate
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Emotional response cards
Output: Matrix of user emotions
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Table of contents
Customer Journey is an exercise aimed at understanding the experiences, emotions, and pain points that customers go
through as they interact with the product or service. Customer journey map is a visual representation of the experiences
and interactions across various touchpoints. It helps organizations identify areas for improvement. It helps:
1. Identify and understand customer needs and pain points: By mapping out the customer journey, organizations
can better understand what the customer needs, wants, and expects from their products or services. This can help
identify areas where the customer experience is lacking or needs improvement.
2. Improve customer experience: By identifying pain points and areas for improvement, organizations can change
their products, services, and customer interactions to create a positive and seamless customer experience.
3. Foster customer loyalty: A positive customer experience leads to customer loyalty and repeat business. By
improving the customer journey, organizations can foster long-term customer relationships and build brand advocacy.
4. Drive business growth: Improving the customer experience can lead to increased customer satisfaction, repeat
business, and positive word-of-mouth, which can drive business growth.
5. Enhance collaboration and cross-functional understanding: Customer Journey Mapping requires input and
collaboration from multiple departments, including marketing, product development, and customer service. This
cross-functional collaboration helps create a shared understanding of the customer experience and can lead to more
effective and efficient solutions.
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Customer Journey
Customer journey mapping process
1 2 3 4 5 6
Define goals and Conduct persona Identify Identify Create Current State Create Future State
scope research touchpoints pain points Map Map
Identify the need for Gather information about Determine the Highlight obstacles and Use the gathered Use insights from the
improvement in each the target persona interactions and issues at each step and information to create a Current State Map to
aspect of the customer through qualitative experiences customers stage of the customer visual representation of create a visual
journey and how those research methods such have with the brand, journey and find the customer's current representation of the
improvements will be as customer interviews analyzing their opportunities to resolve journey, including a ideal customer journey.
measured. Focus on the and surveys, and effectiveness in reaching them. timeline or flowchart of
five stages of Awareness, quantitative methods goals and identifying the customer's
Consideration, Purchase, such as customer service potential challenges. interactions with the
Onboarding, and Loyalty logs and purchase product or service at each
& Advocacy. histories. stage.
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Customer Journey
Output: Customer journey map template
Touchpoints
Identify the customer Identify the customer Identify the customer Identify the customer Identify the customer
Actions actions at this step … actions at this step … actions at this step … actions at this step … actions at this step …
Emotions
Identify customer pain Identify customer pain Identify customer pain Identify customer pain Identify customer pain
points at this step … points at this step … points at this step … points at this step … points at this step …
Pain points
Identify opportunities for Identify opportunities for Identify opportunities for Identify opportunities for Identify opportunities for
improvement … improvement … improvement … improvement … improvement …
Opportunities
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Customer Journey
Output: Current state journey map – Real life example
Touchpoints
Research different online Research different options, Place an order, make payment, Receive delivery, unpack Repeat purchases,
grocery stores, gather compare prices, gather provide delivery information groceries, get help if needed recommend to others, provide
Actions information opinions feedback
Confusion, skepticism Interest, excitement, frustration Nervousness, frustration Frustration, confusion Satisfaction, loyalty, frustration
Emotions
Difficulty finding information Difficulty finding information Complicated checkout process, Late delivery, incorrect items Poor product quality, poor
about the products, conflicting about specific products, difficulty finding the right delivered, difficulty customer service, difficulty
Pain points information from different conflicting information from product, long wait times for understanding the delivery finding information
sources etc. different sources etc. customer service process
Highlighting product availability Providing detailed product Streamlining the checkout Improving delivery timeliness, Improving product quality,
website, providing concise information on the website, process, providing clear ensuring correct items are improving customer service,
Opportunities product comparisons, address offering personalized product product information, reducing delivered, simplifying the simplifying the information.
concerns through FAQ section recommendations, Live chat wait times for customer service delivery process
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Customer Journey
Output: Future state journey map – Real life example
Touchpoints
Research different online Research different options, Place an order, make payment, Receive delivery, unpack Repeat purchases,
grocery stores, gather compare prices, gather provide delivery information groceries, get help if needed recommend to others, provide
Actions information opinions feedback
Excitement, curiosity, Interest, excitement, Excitement, confidence, ease Excitement, ease, confidence Satisfaction, loyalty, ease
confidence confidence
Emotions
No pain points as this is the No pain points as this is the No pain points as this is the No pain points as this is the No pain points as this is the
ideal state. ideal state. ideal state. ideal state. ideal state.
Pain points
The store has addressed all The store has addressed all The store has addressed all The store has addressed all The store has addressed all
opportunities for improvement opportunities for improvement opportunities for improvement opportunities for improvement opportunities for improvement
Opportunities and has added virtual and has added virtual and has added virtual and has added virtual and has added virtual
assistants at all stages assistants at all stages assistants at all stages assistants at all stages assistants at all stages
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Table of contents
User personas are fictional representations of the target users for a product or service. It is an important activity as it
helps designers to understand the needs, behaviors, motivations and pain points of the people they are designing for.
User personas are created based on qualitative research such as interviews and surveys, and from synthesizing data
from multiple sources such as analytics, customer feedback, and industry reports. The goal is to capture the essence of
the target users and to create a vivid and realistic picture of who they are.
Creating user personas benefits the design thinking process in several ways:
1. Provides empathy: User personas help designers to empathize with the target users and to understand their
perspectives, needs and goals.
2. Focuses design efforts: User personas help to focus the design efforts on the needs and requirements of the target
users, rather than the designers' own biases and assumptions.
3. Supports decision-making: User personas provide a common understanding of the target users across different
stakeholders, which can facilitate decision-making and alignment during the design process.
4. Promotes collaboration: User personas provide a shared language and understanding between designers,
developers, business stakeholders, and other team members, which can promote collaboration and cross-functional
communication.
5. Helps to validate design decisions: User personas can be used as a reference throughout the design process to
validate design decisions and ensure that they align with the target users' needs and expectations.
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User personas
Examples
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User personas
Output: Jennifer, the Interior designer [insert your own text]
• Age: 32 years old [insert your own • To grow a strong industry reputation • Getting poor results from marketing
text] [insert your own text] efforts [insert your own text]
• Job: Interior designer [insert your • To build long-term relationship with • Competing with more established
text] clients [insert your own text] designers [insert your own text]
• Family: Married, 1 kid [insert your • To get more leads and grow her • Keeping in touch with clients and
Bio own text] business [insert your own text] prospects [insert your own text]
• Location: New York [insert your own
Jennifer is a blossoming interior text]
designer who seeks to translate her • Education: Postgraduate [insert your
passion [insert your own text]
own text]
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Structure of the Toolkit
The Design Thinking Toolkit includes 200 Powerpoint slides, 2 Excel sheets and 7 minutes of Video training
categorized into multiple folders that you can download on your device immediately after your purchase.
+ +
200 editable Powerpoint slides* 2 Excel sheets* 7-min Video training
0. Overview and I. Empathize II. Define III. Ideate IV. Prototype V. Test
approach
*Please note that the number of PowerPoint slides and Excel sheets listed is the number of unique slides and sheets. For example, a PowerPoint slide
that has been duplicated to facilitate our clients’ understanding only counts for 1 slide.
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