An Introduction to

Design Thinking
Kim Myhre
Managing Director
Experience is Personal
Experience Design is Complex
Design Thinking
Key Concepts & Principles of
Design Thinking
Experience design
Briefs that are:
1. Are poorly defined
challenges ?
2. Lack information to define a solution
3. Involves human behavior
4. Has changing context / situation
5. Lots of stakeholders & opinions
The paradoxhuman-centered
of design

Source: UX Magazine, Brady Bonus

 What is
Design Thinking
 Design Thinking
 Is a human-centered approach to problem solving

 Helps us to get a deep understanding of customers’ unmet needs and wants

 It encourages creative consideration of a wide array of innovative solutions

 It is as much a mindset as a process

Change by
Design
“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
British Industrial Designer
& President of IDEO
What is
Human-centered
design
Analytical & Creativ Thinking
Left Brain e Right
Brain
 Creative
 Analytical
 Rational  Holistic
 Objective  Subjective
 Present & Past  Present &
Future
 Facts
 Feelings
 Order/pattern
 Spatial
 Planned
 Spontaneous
Three lenses of Human-centered Thinki
Design
Thinking
Start here

Emotional
Functional
People Innovation
Innovation  Brands
(desirability)  Relationships
 Marketing

Experience
Innovation

Technology Business
(feasibility) (viability)
Process
Innovation
How Desig Thinking Traditional Thinking
differs
from

n The mindset of a traditional thinker:

“We have this problem, “We have this

let’s jump in and get in technology, what can
a room and brainstorm we use it for?”
solutions.”

“Our competitors just

launched X; how can we
do X quickly?”
Design Thinking
Mindset
The 5 mindsets of design thinking are:
1. Think Users First

2. Ask the Right Questions

3. Believe You can Sketch

4. Commit to Explore

5. Prototype to Test and Evaluate

Benefits of
Design Thinking
 Offers a problem solving roadmap
 Helps unlock innovative ideas
 Solves human problems
 Creates behavioural change
 Increases customer satisfaction
 Gains competitive advantage
 !
Let’s Sketch
Action phases of
Design Thinking
Design Thinking5 Action Phases
2 4
Construct a point of 2 4 Build a
view that is based representation of
on user needs & one or more of your
insights ideas to show others

1 3 5

5
1 3 Return to your
Learn about the Brainstorm & come original user group
audience for whom up with creative & test your ideas
you are designing solutions for feedback
There are deliverables
at every stage
DESCRIPTION DELIVERABLES

 Personas
 To understand your  Empathy map
Empathise customers / users  List of user feedback
 Problems identified

 Design brief (POV + HMW)

 To define clear project /
Define business objectives
 Stakeholder map
 Context map
 Customer journeys
 Opportunity map

 Ideas / concepts
 To explore ideas and  Sketches
Ideate solutions
 Prioritization map
 Affinity map
 Idea evaluation

 Physical prototypes
 To build and visualize ideas
Prototype and solutions
 Wireframes
 Storyboards

 List of user feedback

 Observation
Test  To review and decide  Evaluation map
 Proposed refinement
1.
Empathise
1.Empathise
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Objective: To understand the experience, situation

and emotion of the user for whom you are designing
 Observe: View users and their behavior in the context of
their lives. Don’t judge.

 Engage: Interact with people in conversations and

interviews. Ask why.

 Immerse: Experience what your user experiences.

 Empathise : Immersion
Example: MRI for children SOLUTION

Kid-friendly MRI.
… for a kid an MRI Simple commands to
MRI scans require a
By immersing in the room must be very get the scan done
person not to move,
experience of a kid stressful and a accurately become
but little kids cry and
they learned that … frightening part of an adventure.
move around.
experience.
2.
Define
2.Define
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Objective: To process and synthesise the findings in order

to form a user Point of View (POV) that you will address
 User: Develop an understanding of the type of person (persona)
you are designing for.

 Needs: Synthesise and select a limited set of needs that you think
are important to fulfil. Remember that needs should be verbs.

 Insights: Express insights you developed and define principles.

‘Point Of View’ (POV) is also called the

‘Problem Statement’.
2.Define
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Point of View (POV)

POV = USER + NEED + INSIGHT

I am a college student and I hate folding laundry

because I can’t seem to fold it the right way.

 Developing a strong POV can be challenging

 Getting it right is very important as it will shape the future of the project
3.
Ideate
3. Ideate
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Objective: To focus on idea generation. You translate problems

into solutions. Explore a wide variety and large quantity of ideas
to go beyond the obvious solutions to a problem.

 Creativity: Combine the un/conscious with rational thoughts

and imagination

 Group synergy: Leverage the group to reach out new ideas

and build upon other’s ideas

 Divergent & convergent thinking: Separate the generation

and evaluation of ideas to give imagination a voice
3. Ideate
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4.
Protoype
4. Prototype
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Objective: To build to think. A simple, cheap and fast way to

shape ideas so you can experience and interact with them.

A prototype can be any

physical form:
a wall of post-it notes,
role-playing activity,
a space,
an object,
an interface,
a storyboard
4. Prototype
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Objective: To build to think. A simple, cheap and fast way to

shape ideas so you can experience and interact with them.

Storyboard: Create a scenario

you can role play in a physical
environment and let people
experience your solution
4. Prototype
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Example: Starbuck’s Experience Prototype

5.
Test
5. Test
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Objective: To ask for feedback on your prototypes. To learn

about your user, reframe your POV and refine your prototype.

 Show: Let people use your prototype. Give it in their hands

and let them use it. Listen to what they say.

 Create experiences: Let people talk about how they

experience it and how they feel

 Compare: Let users test and compare multiple prototypes to

reveal latent needs
 Design
Summary of Thinking Process
2 4
Construct a point of 2 4 Build a
view that is based representation of
on user needs & one or more of your
insights ideas to show others

1 3 5

5
1 3 Return to your
Learn about the Brainstorm & come original user group
audience for whom up with creative & test your ideas
you are designing solutions for feedback
 Summary of theDesign
5 Thinking Mindsets
Mindsets: Need to cultivate: Traits to follow: Trait to avoid:
1. Think Users First  Ability to understand and put  Step into the shoes of your customers  Think that you know best
user’s needs above every thing  Have empathy on users and about your customer and
else when designing stakeholders putting business needs first

2. Ask the Right  Ability to ask the questions to  Like to challenge the status quo  Follow your management’s
Questions uncover deep lying issues of the rebelliously decision and conform to
project  Able to ask the right questions, even red tapes
to your superiors

3. Believe You Can  Ability to believe and be confident  Draw and sketch instead of typing an  Afraid of people criticising
Sketch in drawing and facilitating your email your drawing
ideas to your audience  Like to collaborate in multi-disciplinary
meetings instead of working in silo

4. Commit to Ideate  Ability to commit in always  Look at the big picture and work  Thinking that one solution
exploring and searching for holistically is enough
innovative ideas to solve a  Generate many new ideas and not
problem afraid to share

5. Prototype to Test  Ability to work on creating tangible  Find and reiterate alternatives to  Launch a solution without
ideas to test with users by approach your desired goals prototyping and testing
prototyping  Willing to fail early and often
“Insanity is doing the same
thing over and over again and
expecting different results.”

Albert Einstein