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Design Thinking Toolkit

Overview and Approach

Created by ex-McKinsey, Deloitte & BCG

Management Consultants
Introduction

• “This Toolkit was created by ex-McKinsey, Deloitte and BCG Management

Consultants after 2,000+ hours of work. It includes all the Frameworks, Best
Practices & Templates required to adopt and implement a Design Thinking
approach within your organization. By using a Design Thinking approach, Netflix
was able to revolutionize the movie industry, and Airbnb doubled its revenue
within a week.
• Join the 200,000+ Executives, Consultants & Entrepreneurs who are already
leveraging our Management Consulting Toolkits to improve the performance of
their organization and boost their own career.
• If you have any questions, send us an email at support@domontconsulting.com
and one of our ex-McKinsey, Deloitte & BCG Management Consultants will get
back to you within 2 business days.”

Aurelien Domont
Management Consultant
Domont Consulting Managing Director

2
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.

3
Design thinking will help us find great solutions that are desirable,
profitable and feasible

What is the potential demand for this

new solution?
Desirability

How profitable will it be to How feasible is it to implement this

launch this new solution? Profitability Feasibility new solution?

Sweet spot

4
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.

5
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.

6
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.

7
The design thinking methodology will mainly bring 4 benefits to our
organization

It inspires people to think

It represents an advanced way
creatively and produce wider
to facilitate workshops
spectrum of solutions

It makes it easier to break down

barriers between
It enables co-development of
departments/teams, since
the final product/process thus
diverse set of stakeholders is
increasing buy-in within the
invited to the sessions to
organization
represent holistic set of
perspectives

8
Content of the Toolkit

Best practices Frameworks

Advise from tier-

1 management
Tools
consultants
What’s
inside our
Toolkit?

Real-life Templates
examples

Video Training
Step-by-step
tutorials

9
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
10
The design thinking approach includes 5 phases

I. Empathize II. Define III. Ideate IV. Prototype V. Test

11
The design thinking approach is a non-linear process, where each new
discovery may require you to revisit the previous phases

Learn about users through testing

Tests create new ideas for the project

I. Empathize II. Define III. Ideate IV. Prototype V. Test

Empathise to help Learn from prototype to

define the problem spark new ideas

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Each phase includes a set of activities
I. Empathize
Gain an empathic
Objective
understanding of our users
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
Activities 8. DILO (day in the life of)
9. Contextual inquiry
10. Diary study
11. Ethnographic research
12. Emotional response cards
13. Surveys
14. Expert interviews
15. Service safari
II. Define III. Ideate IV. Protype V. Test
Define the key problem Generate a range of ideas Build prototypes for a Return to our users for
we are trying to solve to solve the problem range of our ideas feedback
1. Customer journey 1. Define success 1. Sketching 1. Testing sheet
2. User personas 2. Ideation constraints 2. Storyboarding 2. Heuristic evaluation
3. Empathy map 3. “How might we” 3. Low-fidelity prototyping 3. Usability testing
questions
4. Five whys 4. Co-creation workshops 4. Accessibility testing
4. Ideation workshop
5. Five WH questions 5. High-fidelity prototyping 5. A/B testing
5. Brainstorming
6. Affinity mapping 6. Role-playing 6. Eye tracking
6. Mind mapping
7. Card sorting 7. Proof of concept 7. Heatmaps
7. Sketching
8. Landscape review 8. Minimum viable product 8. Performance testing
8. Crazy 8s
9. Problem statement 9. Feedback capture grid
9. Design sprint
10. Value proposition
10. NABC
11. Idea evaluation
13
In the next slides, you’ll see a small preview of the Toolkit
I. Empathize
Gain an empathic
Objective
understanding of our users
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
Activities 8. DILO (day in the life of)
9. Contextual inquiry
10. Diary study
11. Ethnographic research
12. Emotional response cards
13. Surveys
14. Expert interviews
15. Service safari
II. Define III. Ideate IV. Protype V. Test
Define the key problem Generate a range of ideas Build prototypes for a Return to our users for
we are trying to solve to solve the problem range of our ideas feedback
1. Customer journey 1. Define success 1. Sketching 1. Testing sheet
2. User personas 2. Ideation constraints 2. Storyboarding 2. Heuristic evaluation
3. Empathy map 3. “How might we” 3. Low-fidelity prototyping 3. Usability testing
questions
4. Five whys 4. Co-creation workshops 4. Accessibility testing
4. Ideation workshop
5. Five WH questions 5. High-fidelity prototyping 5. A/B testing
5. Brainstorming
6. Affinity mapping 6. Role-playing 6. Eye tracking
6. Mind mapping
7. Card sorting 7. Proof of concept 7. Heatmaps
7. Sketching
8. Landscape review 8. Minimum viable product 8. Performance testing
8. Crazy 8s
9. Problem statement 9. Feedback capture grid
9. Design sprint
10. Value proposition
10. NABC
11. Idea evaluation
14
Table of contents
I. Empathize
Gain an empathic
Objective
understanding of our users
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
Activities 8. DILO (day in the life of)
9. Contextual inquiry
10. Diary study
11. Ethnographic research
12. Emotional response cards
13. Surveys
14. Expert interviews
15. Service safari
II. Define III. Ideate IV. Protype V. Test
Define the key problem Generate a range of ideas Build prototypes for a Return to our users for
we are trying to solve to solve the problem range of our ideas feedback
1. Customer journey 1. Define success 1. Sketching 1. Testing sheet
2. User personas 2. Ideation constraints 2. Storyboarding 2. Heuristic evaluation
3. Empathy map 3. “How might we” 3. Low-fidelity prototyping 3. Usability testing
questions
4. Five whys 4. Co-creation workshops 4. Accessibility testing
4. Ideation workshop
5. Five WH questions 5. High-fidelity prototyping 5. A/B testing
5. Brainstorming
6. Affinity mapping 6. Role-playing 6. Eye tracking
6. Mind mapping
7. Card sorting 7. Proof of concept 7. Heatmaps
7. Sketching
8. Landscape review 8. Minimum viable product 8. Performance testing
8. Crazy 8s
9. Problem statement 9. Feedback capture grid
9. Design sprint
10. Value proposition
10. NABC
11. Idea evaluation
15
Research plan
Research plan template

Research Objectives
• Insert objective
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Activities Purpose Methodology Timeline

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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

Activities Purpose Methodology Timeline

To gather existing information and data sources,
Desktop research Review of relevant research reports, articles, and data sources. 1 week (January 1st till January 8th)
to gain insights into user needs and behavior
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Research plan
Research workplan template

Days

Owner Due date Status 1 2 3 4 5 6 7 8 9 10 11 12

Insert your own text AD Mar 31 On Track

       
Insert your own text AD Mar 21 On Track
       
Insert your own text Aurelien F. Mar 21 Done
   
Insert your own text Christian G. Mar 21 Late
   
Insert your own text George P. Mar 21 Done
   
Insert your own text George P. Mar 21 On Track
   
Insert your own text George P. Mar 31 On Track

Insert your own text George P. Mar 31 On Track

   
Insert your own text Christian G. Mar 21 Late
   
Insert your own text George P. Mar 21 Done
   
Insert your own text George P. Mar 21 On Track
   
Insert your own text George P. Mar 31 On Track

Insert your own text George P. Mar 31 On Track

   

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Research plan
Research workplan example

January

Owner Due date Status 15 16 17 18 19 20 21 22 23 24 25 26

Desktop research Aurelien D. Jan 18 On Track

       

User interviews Jean L. Jan 19 On Track

       

Focus groups Jean L. Jan 22 Done

   

Shadowing Christian G. Jan 22 Late

   

A day in the life of George P. Jan 25 Done

   

Contextual inquiry Aurelien D. Jan 25 Done

Diary study Christian G. Jan 25 On Track

Ethnographic research George P. Jan 26 On Track

   

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Research plan
Research workplan example in Excel - Open Excel file “Research Plan”

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Table of contents
I. Empathize
Gain an empathic
Objective
understanding of our users
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
Activities 8. DILO (day in the life of)
9. Contextual inquiry
10. Diary study
11. Ethnographic research
12. Emotional response cards
13. Surveys
14. Expert interviews
15. Service safari
II. Define III. Ideate IV. Protype V. Test
Define the key problem Generate a range of ideas Build prototypes for a Return to our users for
we are trying to solve to solve the problem range of our ideas feedback
1. Customer journey 1. Define success 1. Sketching 1. Testing sheet
2. User personas 2. Ideation constraints 2. Storyboarding 2. Heuristic evaluation
3. Empathy map 3. “How might we” 3. Low-fidelity prototyping 3. Usability testing
questions
4. Five whys 4. Co-creation workshops 4. Accessibility testing
4. Ideation workshop
5. Five WH questions 5. High-fidelity prototyping 5. A/B testing
5. Brainstorming
6. Affinity mapping 6. Role-playing 6. Eye tracking
6. Mind mapping
7. Card sorting 7. Proof of concept 7. Heatmaps
7. Sketching
8. Landscape review 8. Minimum viable product 8. Performance testing
8. Crazy 8s
9. Problem statement 9. Feedback capture grid
9. Design sprint
10. Value proposition
10. NABC
11. Idea evaluation
21
Ethnographic Research
Purpose

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.

22
Ethnographic Research
Example observations and suggestive actions

Example Observation Suggestive Action

Time of the People use the day-light app more often during the early morning and Consider adapting the app's color scheme to match the different light levels during those
Day late evening, when natural light is scarce. times, to improve the user experience.
During the winter, people use the app more often to help fight against Consider adding features to the app that help people beat seasonal depression, such as
Season
seasonal depression. guided meditation exercises or inspirational quotes.
Consider adding features to the app that specifically appeal to women, such as personalized
Gender Women tend to use that particular app more frequently than men.
skin care routines or women's health tips.
Consider adding features to the app that specifically appeal to older adults, such as fall
Age Older adults tend to use the app more often than younger adults.
prevention tips or reminders to take medication.
Cultural People from different cultural backgrounds use the app differently, Consider adding features to the app that allow users to customize their experience based on
background with some cultures valuing privacy and others valuing community. their cultural background, such as different privacy settings or community groups.
Consider larger font sizes and high-contrast color combinations for the app design to cater
Older adults may have trouble seeing small text on mobile devices.
to the needs of older adults.
Environment
Develop an app that can work offline and store data temporarily. The app should then be
People in rural areas may have limited or no internet connectivity
able to upload the data to a database once the user is back online.
Consider implementing alternative methods of interaction, such as voice commands or
People with limited mobility may have difficulty using touchscreens.
Physical physical buttons, to make the app more accessible to users with limited mobility
Ability People with visual impairments may need audio cues to navigate the
Integrate audio cues and describe visual elements for users who are visually impaired.
app
Consider the hardware and software requirements of the app and ensure that it works well
People with outdated technology may struggle with using newer apps
Technology on older devices and operating systems.
Access Some people may not have access to the latest smartphones or other Consider using simple and low-cost technologies such as basic mobile phones or laptops to
high-end technology develop the app and make it accessible to as many people as possible.

23
Ethnographic Research
Output: Example of a study of user’s culture
An Ethnographic study of the culture of urban cyclists in Seattle
1 Introduction
• Purpose of the study: To gain a deeper
understanding of the beliefs, values, and behaviors
of urban cyclists in Seattle
• Research method: Ethnography
• Population/culture studied: Urban cyclists in Seattle
4 Findings
• Detailed description of the behaviors and practices
of urban cyclists in Seattle (e.g. their preferred
routes, safety concerns, etc.)
• Analysis of key themes and patterns that emerged
from the data (e.g. the importance of infrastructure,
community, etc.)
• Explanation of the significance of the findings (e.g.
insights into the challenges and motivations of urban
cyclists in Seattle)
2 Background of the culture
• History of cycling as a mode of transportation in
Seattle
• Demographic information on urban cyclists in Seattle
(age, gender, job, etc.)
• Socioeconomic status of urban cyclists in Seattle
• Key beliefs and values of urban cyclists in Seattle
(e.g. environmentalism, health, etc.)
5 Discussion
• Interpretation of the findings (e.g. the role of
infrastructure and community in shaping the
experiences of urban cyclists in Seattle)
• Comparison with previous research on urban cycling
(e.g. in other cities)
• Discussion of the implications of the findings for
urban cyclists in Seattle (e.g. the need for better
infrastructure, increased community support, etc.)
3 Methodology
• Research design: Longitudinal study using
participant observation and in-depth interviews
• Data collection methods: Participants were observed
riding their bikes in their daily routines and then
interviewed about their experiences and
perspectives on cycling
• Ethical considerations: Participants were informed of
the purpose of the study, provided with a consent
form, and given the option to remain anonymous in
the report.
6 Conclusion
• Summary of the main findings (e.g. urban cyclists in
Seattle are motivated by a combination of
environmentalism, health, and community)
• Discussion of the contribution of the research to our
understanding of urban cycling culture in Seattle
• Recommendations for future research or action (e.g.
further study of the challenges faced by urban
cyclists, advocacy for better infrastructure, etc.)
• Reference: List of all sources cited in the report (e.g.
articles, government reports, etc.)
Table of contents
I. Empathize
Gain an empathic
Objective
understanding of our users
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
Activities 8. DILO (day in the life of)
9. Contextual inquiry
10. Diary study
11. Ethnographic research
12. Emotional response cards
13. Surveys
14. Expert interviews
15. Service safari
II. Define III. Ideate IV. Protype V. Test
Define the key problem Generate a range of ideas Build prototypes for a Return to our users for
we are trying to solve to solve the problem range of our ideas feedback
1. Customer journey 1. Define success 1. Sketching 1. Testing sheet
2. User personas 2. Ideation constraints 2. Storyboarding 2. Heuristic evaluation
3. Empathy map 3. “How might we” 3. Low-fidelity prototyping 3. Usability testing
questions
4. Five whys 4. Co-creation workshops 4. Accessibility testing
4. Ideation workshop
5. Five WH questions 5. High-fidelity prototyping 5. A/B testing
5. Brainstorming
6. Affinity mapping 6. Role-playing 6. Eye tracking
6. Mind mapping
7. Card sorting 7. Proof of concept 7. Heatmaps
7. Sketching
8. Landscape review 8. Minimum viable product 8. Performance testing
8. Crazy 8s
9. Problem statement 9. Feedback capture grid
9. Design sprint
10. Value proposition
10. NABC
11. Idea evaluation
25
Emotional response cards
Description

"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.

The benefits of using Emotional Response Cards include:

• Gaining a deeper understanding of the user's emotional state and how it relates to their experience with the problem
• Encouraging empathy and human-centered design thinking
• Allowing the design team to identify patterns and common emotions across multiple users, which can inform the
development of solutions
• Providing a visual and tangible representation of the user's emotions, making the information easier to recall and
share with the rest of the design team.
26
Emotional response cards
Sample cards (1/2)

old Stimulant appealing demanding appealing

thrilling Exceptional impressive satisfactorily cheap

unambiguous simple easy to use intimidating anticipated

impressive flexible kind frustrating ordinary

helpful
inconsistent innovative intuitive comfortable

complex creatively not valuable slow boringly

27
Emotional response cards
Sample cards (2/2)

is fun modern laborious new not relevant

beneficial personal professional relevant unruffled

swift difficult to apply difficult sure useful

solid stressful comprehensive unattractive unwanted

unconventionally
unprofessional vital trustworthy intimate

disheveling predictable valuable time-consuming time-saving

28
Emotional response cards
Tutorial
Step 1: Print the words with the adjectives, cut them out and place
them on a separate table as cards

is fun modern laborious new not relevant

beneficial personal professional relevant unruffled

Step 2: Ask the respondents to select the three cards from the set
that best describe the experience with the product, negative as
well as positive
swift difficult to apply difficult sure useful

solid stressful comprehensive unattractive unwanted

Step 3: Explore what the user's sensation was about the three
adjectives. It is best to dig deeper with “Why” questions and learn
unconventionally more with other question techniques, such as "What would you
unprofessional
have expected instead?” vital trustworthy intimate

disheveling predictable valuable time-consuming time-saving

29
Emotional response cards
Best practices
The adjectives can be adjusted based on the specificities of the
project

is fun modern laborious new not relevant

beneficial personal professional relevant unruffled

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.

solid stressful comprehensive unattractive unwanted

unconventionally
unprofessional vital trustworthy intimate

disheveling predictable valuable time-consuming time-saving

30
Emotional response cards
Output: Matrix of user emotions

The "Matrix of User Emotions" is a tool used to organize

and categorize the emotions and feelings expressed by
users during the emotional card sorting activity. The
layout of the matrix typically includes two axes:
1. The vertical axis categorizes the emotions based on
their intensity, ranging from positive to negative. Intensity Joy Fear Anger

2. The horizontal axis categorizes the emotions based High

on their type, such as anger, fear, joy, frustration,
etc.
Each cell in the matrix represents a specific emotion Medium
and its intensity. The emotions are often illustrated using
symbols or illustrations to help communicate their
meaning and make the matrix more visually appealing. Low
The matrix helps designers to identify patterns and
trends in the emotions experienced by users and can
guide the design of products and services that better
meet their needs and expectations.

31
 Mục lục
I. Đồng cảm
Có được sự đồng cảm về
Mục tiêu người dùng
Canvas dự án
Quản lý các bên liên quan
Kế hoạch nghiên cứu
Nghiên cứu máy tính để bàn
Phỏng vấn người dùng
Nhóm tập trung
Shadowing
DILO (ngày trong cuộc đời của)
Yêu cầu theo ngữ cảnh
Nghiên cứu nhật ký
Hoạt động Nghiên cứu dân tộc học
Thẻ phản hồi cảm xúc
Cuộc điều tra
Phỏng vấn chuyên gia
1. Dịch vụ safar
II. Định nghĩa
Xác định vấn đề chính mà chúng
tôi đang cố gắng giải quyết
Hành trình của khách hàng
Người dùng personas
Bản đồ đồng cảm
Năm lý do tại sao
Năm câu hỏi WH
Ánh xạ mối quan hệ
Phân loại thẻ
Đánh giá cảnh quan
Tuyên bố vấn đề
1. Đề xuất giá trị
III. Thiết kế
Tạo ra một loạt các ý tưởng
để giải quyết vấn đề
Xác định thành công
Ràng buộc về ý tưởng
Câu hỏi "Làm thế nào
chúng ta có thể"
Hội thảo ý tưởng
Động não
Bản đồ tư duy
Sketching
8s điên rồ
Thiết kế nước rút
NABC
1. Đánh giá ý tưởng
IV. Nguyên mẫu V. Kiểm tra
Xây dựng nguyên mẫu cho Quay lại với người dùng của
một loạt các ý tưởng của chúng tôi để nhận phản hồi
chúng tôi
Sketching Phiếu kiểm tra
Bảng phân cảnh Đánh giá heuristic
Tạo mẫu độ trung thực thấp Kiểm tra khả năng sử dụng
Hội thảo đồng sáng tạo Kiểm tra khả năng truy cập
Tạo mẫu có độ trung thực Thử nghiệm A / B
cao Theo dõi mắt
Vai diễn Bản đồ nhiệt
Bằng chứng về khái niệm Kiểm tra hiệu suất
1. Sản phẩm khả thi tối 1. Lưới thu thập phản hồi
thiểu
32
Hành trình của khách hàng
Mô tả:

Hành trình của khách hàng là một bài tập nhằm hiểu những trải nghiệm, cảm xúc và điểm đau mà khách hàng trải qua
khi họ tương tác với sản phẩm hoặc dịch vụ. Bản đồ hành trình khách hàng là một đại diện trực quan về trải nghiệm và
tương tác trên các điểm tiếp xúc khác nhau. Nó giúp các tổ chức xác định các lĩnh vực cần cải thiện. Nó giúp:

Xác định và hiểu nhu cầu và điểm đau của khách hàng: Bằng cách vạch ra hành trình của khách hàng, các tổ chức
có thể hiểu rõ hơn những gì khách hàng cần, muốn và mong đợi từ các sản phẩm hoặc dịch vụ của họ. Điều này có thể
giúp xác định các lĩnh vực mà trải nghiệm của khách hàng còn thiếu hoặc cần cải thiện.
Cải thiện trải nghiệm của khách hàng: Bằng cách xác định các điểm đau và khu vực cần cải thiện, các tổ chức có thể
thay đổi sản phẩm, dịch vụ và tương tác với khách hàng của họ để tạo ra trải nghiệm khách hàng tích cực và liền mạch.
Thúc đẩy lòng trung thành của khách hàng: Trải nghiệm khách hàng tích cực dẫn đến lòng trung thành của khách
hàng và lặp lại kinh doanh. Bằng cách cải thiện hành trình của khách hàng, các tổ chức có thể thúc đẩy mối quan hệ
khách hàng lâu dài và xây dựng vận động thương hiệu.
Thúc đẩy tăng trưởng kinh doanh: Cải thiện trải nghiệm của khách hàng có thể dẫn đến tăng sự hài lòng của khách
hàng, kinh doanh lặp lại và truyền miệng tích cực, có thể thúc đẩy tăng trưởng kinh doanh.
1. Tăng cường cộng tác và hiểu biết đa chức năng: Bản đồ hành trình khách hàng yêu cầu đầu vào và cộng tác từ
nhiều bộ phận, bao gồm tiếp thị, phát triển sản phẩm và dịch vụ khách hàng. Sự hợp tác đa chức năng này giúp tạo
ra sự hiểu biết chung về trải nghiệm của khách hàng và có thể dẫn đến các giải pháp hiệu quả và hiệu quả hơn.

33
 Hành trình của khách hàng

Quy trình lập bản đồ hành trình khách hàng

1 2 3 4 5 6

Xác định mục tiêu và Tiến hành nghiên cứu Nhận biết Nhận biết Tạo bản đồ trạng thái Tạo bản đồ tiểu bang
phạm vi tính cách Điểm tiếp xúc Điểm đau hiện tại trong tương lai

Xác định nhu cầu cải Thu thập thông tin về tính Xác định các tương tác Làm nổi bật những trở Sử dụng thông tin thu Sử dụng thông tin chi tiết
thiện trong từng khía cách mục tiêu thông qua và trải nghiệm của khách ngại và vấn đề ở mỗi thập được để tạo ra một từ Bản đồ trạng thái hiện
cạnh của hành trình các phương pháp nghiên hàng với thương hiệu, bước và giai đoạn của đại diện trực quan về tại để tạo bản trình bày
khách hàng và cách đo cứu định tính như phỏng phân tích hiệu quả của họ hành trình khách hàng và hành trình hiện tại của trực quan về hành trình lý
lường những cải tiến đó. vấn và khảo sát khách trong việc đạt được mục tìm cơ hội để giải quyết khách hàng, bao gồm tưởng của khách hàng.
Tập trung vào năm giai hàng, và các phương tiêu và xác định những chúng. dòng thời gian hoặc sơ
đoạn Nhận thức, Cân pháp định lượng như thách thức tiềm ẩn. đồ về các tương tác của
nhắc, Mua hàng, Giới nhật ký dịch vụ khách khách hàng với sản phẩm
thiệu và Lòng trung thành hàng và lịch sử mua hoặc dịch vụ ở mỗi giai
&; Vận động. hàng. đoạn.

34
Hành trình của khách hàng
Kết quả: Mẫu bản đồ hành trình khách hàng

Chân dung khách hàng Bối cảnh Mục tiêu và kỳ vọng

5. Lan truyền &; Lòng

1. Nhận thức 2. Xem xét 3. Mua 4. Giới thiệu
trung thành

Điểm tiếp xúc

Xác định các hành động Xác định các hành động Xác định các hành động Xác định các hành động Xác định các hành động
Hành động của khách hàng ở bước này của khách hàng ở bước này của khách hàng ở bước này của khách hàng ở bước này của khách hàng ở bước này
... ... ... ... ...

Cảm xúc

Xác định điểm đau của Xác định điểm đau của Xác định điểm đau của Xác định điểm đau của Xác định điểm đau của
Điểm đau khách hàng ở bước này... khách hàng ở bước này... khách hàng ở bước này... khách hàng ở bước này... khách hàng ở bước này...

Xác định các cơ hội để cải Xác định các cơ hội để cải Xác định các cơ hội để cải Xác định các cơ hội để cải Xác định các cơ hội để cải
thiện ... thiện ... thiện ... thiện ... thiện ...
Cơ hội

35
Hành trình của khách hàng
Kết quả: Bản đồ hành trình trạng thái hiện tại - Ví dụ thực tế
Chân dung khách hàn:
Người mẹ bận rộn công việc có hai con nhỏ
1. Nhận thức
Điểm tiếp xúc
Nghiên cứu các cửa hàng tạp
hóa trực tuyến khác nhau, thu
Hành động thập thông tin
Phân vân, hoài nghi
Cảm xúc
Khó khăn trong việc tìm kiếm
Điểm đau thông tin về sản phẩm, thông
tin mâu thuẫn từ các nguồn
khác nhau, v.v.
Làm nổi bật trang web sẵn có
của sản phẩm, cung cấp so
Cơ hội sánh sản phẩm ngắn gọn, giải
quyết các mối quan tâm thông
qua phần Câu hỏi thường gặp
Bối cảnh: Mục
Mụctiêu
tiêuvà
vàkỳkỳvọng:
vọng
Khách hàng cần mua nhu yếu phẩm trong Mục
Mụctiêu
tiêulà
làthuận
thuậntiện
tiệnmua
muahàng
hàngnhu
nhuyếu
yếu
tuần và đang tìm kiếm mua sắm trực tuyến. phẩm
phẩmtại
tạinhà
nhàvàvàtiết
tiếtkiệm
kiệmthời
thờigian
gian
5. Lan truyền & Lòng trung
2. Xem xét 3. Mua 4. Giới thiệu
thành
Nghiên cứu các lựa chọn khác Đặt hàng, thanh toán, cung cấp Nhận giao hàng, giải nén hàng Lặp lại mua hàng, giới thiệu
nhau, so sánh giá cả, thu thập thông tin giao hàng tạp hóa, nhận trợ giúp nếu cần cho người khác, cung cấp
ý kiến phản hồi
Quan tâm, thích thú, thất vọng Hồi hộp, thất vọng Thất vọng, bối rối Sự hài lòng, trung thành, thất
vọng
Khó khăn trong việc tìm kiếm Quy trình thanh toán phức tạp, Giao hàng trễ, giao hàng Chất lượng sản phẩm kém,
thông tin về các sản phẩm cụ khó tìm được sản phẩm phù không chính xác, khó hiểu quy dịch vụ khách hàng kém, khó
thể, thông tin mâu thuẫn từ các hợp, thời gian chờ đợi lâu cho trình giao hàng tìm kiếm thông tin
nguồn khác nhau, v.v. dịch vụ khách hàng
Cung cấp thông tin sản phẩm Hợp lý hóa quy trình thanh Cải thiện tính kịp thời giao Nâng cao chất lượng sản
chi tiết trên trang web, đưa ra toán, cung cấp thông tin sản hàng, đảm bảo giao đúng mặt phẩm, nâng cao dịch vụ khách
các đề xuất sản phẩm được cá phẩm rõ ràng, giảm thời gian hàng, đơn giản hóa quy trình hàng, đơn giản hóa thông tin.
nhân hóa, Trò chuyện trực tiếp chờ đợi cho dịch vụ khách giao hàng
hàng
36
Hành trình của khách hàng

Kết quả: Bản đồ hành trình trạng thái trong tương lai - Ví dụ thực tế
Chân dung khách hàn: Bối cảnh: Mục tiêu và kỳ vọng:
Người mẹ bận rộn công việc có hai con nhỏ Khách hàng cần mua nhu yếu phẩm trong Mục tiêu là thuận tiện mua hàng nhu yếu
tuần và đang tìm kiếm mua sắm trực tuyến. phẩm tại nhà và tiết kiệm thời gian
5. Lan truyền & Lòng trung
1. Nhận thức 2. Xem xét 3. Mua 4. Giới thiệu
thành

Điểm tiếp xúc

Nghiên cứu các cửa hàng tạp Nghiên cứu các lựa chọn khác Đặt hàng, thanh toán, cung cấp Nhận giao hàng, giải nén hàng Lặp lại mua hàng, giới thiệu
hóa trực tuyến khác nhau, thu nhau, so sánh giá cả, thu thập thông tin giao hàng tạp hóa, nhận trợ giúp nếu cần cho người khác, cung cấp
Hành động thập thông tin ý kiến phản hồi

Hứng thú, tò mò, tự tin quan tâm, phấn khích, tự tin Hứng thú, tự tin, thoải mái Hứng thú, thoải mái, tự tin Hài lòng, trung thành, thoải mái

Cảm xúc

Không có điểm đau vì đây là Không có điểm đau vì đây là Không có điểm đau vì đây là Không có điểm đau vì đây là Không có điểm đau vì đây là
Điểm đau trạng thái lý tưởng. trạng thái lý tưởng. trạng thái lý tưởng. trạng thái lý tưởng. trạng thái lý tưởng.

Cửa hàng đã giải quyết tất cả Cửa hàng đã giải quyết tất cả Cửa hàng đã giải quyết tất cả Cửa hàng đã giải quyết tất cả Cửa hàng đã giải quyết tất cả
các cơ hội để cải tiến và đã các cơ hội để cải tiến và đã các cơ hội để cải tiến và đã các cơ hội để cải tiến và đã các cơ hội để cải tiến và đã
Cơ hội thêm trợ lý ảo ở tất cả các giai thêm trợ lý ảo ở tất cả các giai thêm trợ lý ảo ở tất cả các giai thêm trợ lý ảo ở tất cả các giai thêm trợ lý ảo ở tất cả các giai
đoạn đoạn đoạn đoạn đoạn

37
Table of contents
I. Empathize
Gain an empathic
Objective
understanding of our users
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
Activities 8. DILO (day in the life of)
9. Contextual inquiry
10. Diary study
11. Ethnographic research
12. Emotional response cards
13. Surveys
14. Expert interviews
15. Service safari
II. Define III. Ideate IV. Protype V. Test
Define the key problem Generate a range of ideas Build prototypes for a Return to our users for
we are trying to solve to solve the problem range of our ideas feedback
1. Customer journey 1. Define success 1. Sketching 1. Testing sheet
2. User personas 2. Ideation constraints 2. Storyboarding 2. Heuristic evaluation
3. Empathy map 3. “How might we” 3. Low-fidelity prototyping 3. Usability testing
questions
4. Five whys 4. Co-creation workshops 4. Accessibility testing
4. Ideation workshop
5. Five WH questions 5. High-fidelity prototyping 5. A/B testing
5. Brainstorming
6. Affinity mapping 6. Role-playing 6. Eye tracking
6. Mind mapping
7. Card sorting 7. Proof of concept 7. Heatmaps
7. Sketching
8. Landscape review 8. Minimum viable product 8. Performance testing
8. Crazy 8s
9. Problem statement 9. Feedback capture grid
9. Design sprint
10. Value proposition
10. NABC
11. Idea evaluation
38
User personas
Description

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.

39
User personas
Examples

Jennifer, the Interior designer Ben Smith, the software engineer

[insert your own text] [insert your own text]

40
User personas
Output: Jennifer, the Interior designer [insert your own text]

Demographics Goals Frustrations

Bio
Jennifer is a blossoming interior
designer who seeks to translate her
passion [insert your own text]
• Age: 32 years old [insert your own
text]
• Job: Interior designer [insert your
text]
• Family: Married, 1 kid [insert your
own text]
• Location: New York [insert your own
text]
• Education: Postgraduate [insert your
own text]
• To grow a strong industry reputation
[insert your own text]
• To build long-term relationship with
clients [insert your own text]
• To get more leads and grow her
business [insert your own text]
• Getting poor results from marketing
efforts [insert your own text]
• Competing with more established
designers [insert your own text]
• Keeping in touch with clients and
prospects [insert your own text]

Preferred channels Motivations Personality Favorite Brands

Mobile Introvert Extrovert

• Designer products
• Eco-friendly
E-commerce Analytical Creative
• Low prices
• Convenience Loyal Fickle
Social media
• Social interactions

Real life Passive Active

41
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.

42
Key Benefits of our Management Consulting Toolkits
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