Session 1: Design Thinking

Introduction
Lecturer: Anh Huynh

UEH Institute of Innovation (UII)

INTRODUCTION

DESIGN THINKING OVERVIEW

INTRODUCTION

A HUMAN-CENTRIC DESIGN
APPROACH
OBJECTIVES

1
Introduction to Design Thinking in
developing innovative solutions

2
Helps students understand the diversity in
the Design Thinking implementation
process
3

Introduce Stanford's 5-step Design

Thinking Process
CONTENT

1 Design Thinking definition

2 Design thinking and innovation

3 The Design thinking process

3.1. Common processes

3.2. Standford’s 5-step process

4 How to practice Design thinking steps

 1

Design thinking
definition
1. Design thinking definition

Design thinking is a human-centered approach to

innovation that draws from the designer’s toolkit to
integrate the needs of people, the possibilities of
technology, and the requirements for business success.

—TIM BROWN, Executive Chair of IDEO

 2

Design thinking & Innovation

2. DESIGN THINKING & INNOVATION

Tim Brown (2009)

 3

The Design thinking

process
3.1 COMMON PROCESSES

Diamond process

https://www.designcoucil.org.au/servicedesigntools
3.1 COMMON PROCESSES

Designing for Growth

Jeanne Liedtka and Tim Ogilvie, 2011. Designing for Growth:

A Design Thinking Tool Kit for Managers. Columbia University Press
3.1 COMMON PROCESSES

Human-centric design approach

https://designthinking.ideo.com/resources
3.1 COMMON PROCESSES

IBM process

https://www.designorate.com/ibm-design-thinking/
3.2 STANFORD 5-STEP PROCESS
3.2 STANFORD 5-STEP PROCESS

 Repetative, non-linear
3.2 STANFORD 5-STEP PROCESS

RIGHT RIGHT SOLUTION

PROBLEM

Problem Statement

Tim Brown, IDEO

 Tools

Test
Ideate
Define
Empathy

Prototype
Problem statement

✓
✓
Design principles

✓
✓
✓
✓
✓
Interview for empathy

✓
✓
Explorative interview

✓
✓
Ask 5x why

✓
✓
5 WH questions

✓
✓
Jobs to be done

✓
✓
✓
Extreme users/lead users

✓
✓
Stakeholder map

✓
✓
Emotional response cards

✓
✓
Empathy map

✓
✓
✓
Persona/user profile

✓
✓
✓
Customer journey

✓
✓
✓
✓
AEIOU

✓
Analysis question builder

✓
✓
Peers observing peers
✓ Trend analysis

✓
✓

“How might we…” question

✓
✓

Storytelling

✓
✓
✓

Context mapping
✓
✓
✓

✓
✓
✓
✓
✓

Define success
✓
✓

Vision cone
Critical items diagram
✓
✓
✓

Brainstorming
✓
✓
✓

2x2 matrix
✓
✓
✓
✓
✓
3.2 STANFORD 5-STEP PROCESS

Dot voting
✓
✓
✓

Brain writing/
✓
✓

6-3-5 method
Special brainstorming
✓
✓

Analogies & benchmarking as an inspiration

✓
✓
✓

✓
✓
✓
✓
✓

NABC
Blue ocean tool & buyer utility map
✓
✓
✓

Exploration map
✓
✓

Prototype to test
✓
✓

✓
✓

Service blueprint
MVP – minimum viable product
✓
✓
 Use tools for their intended purpose and in accordance with the process

Testing sheet
✓
✓
✓
✓
✓
✓

Feedback capture grid

Powerful questions for experience testing
✓
✓

Solution interview
✓
✓

Structured usability testing

✓
✓

A/B testing
✓
 4

Practice Design thinking

4. PRACTICE DESIGN THINKING!

Focus on people Co-create, grow and scale

With different perspectives and

Driven by curiosity
frameworks

Accept complexity Develop a sense of process

Visualization and illustration Network collaboration

Test and repeat the process/steps

Reflect
CONCLUSION

Definition

Innovation
DESIGN
THINKIN
G
Process

Practice
NEXT SESSION

FIRST STEP IN THE 5-STEP

DESIGN THINKING PROCESS
 EVALUATION
1. Attendance: 10%
2. Empathy map & Persona: 10%
3. Midterm Quiz: 30%
4. Showcase: 25%
5. Final report: 25%
 CHALLENGE
1. An investor is looking for student startup projects
2. Student groups will submit business projects to call for capital from investors
Competition criteria
 The urgency of the problem needs to be resolved
 Business model Innovation
 Business performance
 Research ability
 Feasibility
 Ability for sustainable development
 TOPIC

TOPIC: 17 GOALS

https://sdgs.un.org/goals
 SELECTION
CRITERIA
1. Define the community
2. Identify the problem
3. 5-step process
4. Identify product morphology
 EVALUATION

1. Customer Persona & Empathy map

o Groups will have to identify the community and its members. Then, conduct
observations to detect the problems that the community is facing:
Perspectives and reactions of community members on that problem.
Submission:
Customer Persona & Empathy map
Under 10 slides. Images and tables in the table of contents
To be uploaded to LMS
 EVALUATION

2. Final business project plan report

Groups will submit a final report
Submission
1. Project overview 7. 5-step process
2. Context analysis 8. References
3. Customer persona Submitted files: Word, Times New Roman, sized 12
4. Empathy map Maximum 50 pages
5. Problem identification To be uploaded to LMS
 EVALUATION

3. Exhibition
Groups will participate in an exhibition with other classes.
Presentation - Submission
o 1 properly designed – printed Poster
o Size: 60 x 80 cm (A1)
o Material: Foam
o Digital file to be uploaded to LMS before presentation day