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I N T R O TO

Design
Thinking
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Agenda
9:00 HELLO

9:10 DEFINING A BRIEF

9:30 INTRO TO DESIGN THINKING

9:45 S T E P 1 : I N S P I R AT I O N

11:00 STEP 2: INSIGHT

11:30 S T E P 3 : I D E AT I O N

12:00 S T E P 4 : I M P L E M E N TAT I O N

1:00 TEAM SHARES

1:30 GOODBYE
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Identify a challenge.
ex. You can’t eat ice-cream
everywhere you want to

T HE BR IE F

Don’t assume the

answer in the Formulate
question.
“How Might We…”

r
ex. How might we
create a dripless ice questions
cream cone?

Be open enough for discovery,

be specific enough for direction.
ex. How might we redesign ice-
cream to be more portable?
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I N T R O TO

Design
Thinking
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D E SIGN T HIN K IN G

First, it’s a
perspective
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D E SIGN T HIN K IN G

with a focus
on people

r
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A human-centered approach to innovation

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D E SIGN T HIN K IN G

Design as
a holistic

r
approach
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BRAND

D I G I TAL SERVI CE

B U S INE SS PR ODU CT

Creating value between offerings

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D E SIGN T HIN K IN G

We create
options

r
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Converge Diverge & Converge

MAKE CRE AT E MA KE
CHOICES O P TION S CHOI CES

Conventional Business Practise Vs. Design Thinking Approach

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D E SIGN T HIN K IN G

Do/Think
Think/Do

r
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FEED BAC K

R E FINE PR OTOTYPE

Iterate. Iterate. Iterate again

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The 4 steps of a
Design Thinking
approach.

AB STRACT

Insight Ideation

LEARN DO

Inspiration Implementation

REAL
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and the flow…

Inspiration

Insights Implementation

Ideation
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I N T R O DU C T I O N TO

Design Research
LEARN

Inspiration

RE AL
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We believe:
The better we can empathise with people,
the easier we can create value for them –
and success for organisations.
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D E SIGN R E SE A R C H

How we
do it
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DES IGN RES EAR C H

Observe
and listen
r

in context

As people don’t always say

what they do, or why.
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Asking a person with arthritis to show us; how they open their
medication can reveal design opportunities
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D E SIGN R E SE A R C H

Look
towards

r
E XTR E M E
USE R
extremes

Speaking to a person who built his own electric vehicle

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D E SIGN R E SE A R C H

Explore
analogous

r
experiences

Experiencing what it’s like to ride in a self-driving car by riding a tandem

bike
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D E SIGN R E SE A R C H

Immerse
yourself

Recording an experience to share with others

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Let’s make a

r
research plan
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Recognize Existing Knowledge

Identify People to Speak With
Choose Research Methods (choose 3 as a team)
• Observation
• Analogous Inspiration
• Individual Interview
• In-Context Immersion
• Self-Documentation
• Expert Interviews
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Interview help for today

• Introduce yourself and your project
• Don’t ask leading questions
• Ask to “show”, not “tell”
• Why?…and why?…and why?
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Go.

r
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ABSTRAC T

Insights

LEARN

Synthesis
I N T R O DU C T I O N TO
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“Synthesis is the art of meaning-making,

Pattern finding, and Direction setting.”

Observations SY NTHESI S
Insights and
and findings Opportunities
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SY N T HE SIS

How we
do it
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SY NT HESIS

Tell

r
Stories

Get immersed in the research

findings, get thoughts down
on paper.
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SY NT HESIS

Look for
patterns and

r
tensions

Identify key themes to get a

sense of priority and hierarchy
from findings.
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SY NT HESIS

Extract

r
insights

Define a message that sets

the design problem in a new
light.
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SY NT HESIS

Use

r
frameworks

Find the strongest

visualisation to tell the
message.
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AC T IV IT Y

How to
Synthesise
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• Tell stories. Some things to get the ball rolling

… who was the person?
… what surprised you?

… what did you learn?
… what did you find inspiring?
… what other HMW’s can you think of ?


• Capture what was said on post-its


• Analyse and interpret meaning

• Look for patterns and create buckets / theme
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ABSTRAC T

Ideation

DO

Generating Ideas
I N T R O DU C T I O N TO
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SY NT HESIS

Formulate
“How Might We…”

r
questions

Choose some opportunity

areas and formulate the
challenge in a positive way.
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“If you want to have good ideas

Linus Pauling
you must have many ideas” Nobel Prize winning Chemist
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GE N E R AT IN G ID E AS

How we
do it

BR A IN STOR M R U LE S
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GE N E R AT IN G ID E AS

Defer
WINNER
judgement

r
There are no bad ideas at this point. 

There’s plenty of time to judge later.
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GE N E R AT IN G ID E AS

Encourage
wild ideas

It’s the wild ideas that often provide the r

breakthroughs. It is always easy to bring
ideas down to earth later.
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GE N E R AT IN G ID E AS

Build on the
ideas of others

Think ‘and’ rather than ‘but’.

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GE N E R AT IN G ID E AS

Stay focussed
on the topic

r
You get better output if
everyone is disciplined.
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GE N E R AT IN G ID E AS

One conversation
at a time

r
That way all ideas can be heard
and built upon.
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GE N E R AT IN G ID E AS

Be
visual

r
Try to engage the left and right
side of the brain.
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GE N E R AT IN G ID E AS

Headline
your idea

r
Communicate the essence,
without a long speech.
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GE N E R AT IN G ID E AS

Go for quantity
(not quality)

r
Set an outrageous goal and
surpass it.
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GE N E R AT IN G ID E AS

How to
ideate

BR A IN STOR M R U LE S
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Defer judgment
Go for volume
One conversation at a time
Be visual
Build on the ideas of others
Stay on topic
Encourage wild ideas
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• Assign a moderator who can keep time, collect

ideas and maintain the brainstorm rules
• Visualise your ideas on post-its, Go for quantity!
Collect all idea post-its on flip-charts!


• Spend 5-10 minutes brainstorming per question

If you get stuck, move on to another HMW


• At the end, vote on your top 3 ideas

That the team feels like developing further
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I N T R O DU C T I O N TO

Prototyping
DO

Implementation

RE AL
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“Prototyping allows us to fail early

David Kelley
so we can succeed sooner” IDEO Founder

A prototype is anything that helps you communicate or

test an experience with other people to get feedback
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PR OTOT Y PIN G

How we
do it
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PR OTOT Y PIN G

Rough
to

r
Inspire
Build to think W HAT COU LD BE

Embrace failure

Just good enough

 “One of the first things we noticed was the tangle of wires and awkward hand positions”-
Gyrus ENT Andrew
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“During an early brainstorm, we used office supplies to prototype an instrument for a neutral hand position.”
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PR OTOT Y PIN G

Rapid
to

r
Evolve
Build to experiment W HAT SHOU LD BE

Expect changes

Define sensibilities
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AC T IV IT Y

Story
Time
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• What is the name of your idea?

• Who is it for?
• What is the solution?
• Why people need it?
• What evidence do you have?
• What are your next steps?