Cycle 2: Product and

Service Innovation
 Contents
1 What is Design
Thinking?
Why Design
Thinking? 2
3 Process in Design
Thinking
Design Thinking
Tools 4
5 Do’s and Don’ts

Experiences
6
1 What is Design
Thinking?
Design Thinking Definition

Design thinking is a non-linear non-sequential

process. Each stage can be conducted in any
order, parallel or even concurrently with each
other.

"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 — IDEO

Approach to solving design problems by understanding

users' needs and developing insights to solve those needs
Source: interaction-design.org
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2 Why Design
Thinking?
Why Design Thinking?

It’s always about people Breaks you out of the box Tackle complex challenges

Prevent failure that goes too far Cross functional team

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3 Design Thinking
Process
Design Thinking Process (From Book)

Beyond basic brainstorms

Get smarter, faster

Test early, test often

The heart of design

Reframe the problem

Source: interaction-design.org

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 What makes Design Thinking Different?

Stage Gate Model

vs

Source: designorate.com Source: interaction-design.org

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Design Process (From Book)

source: interaction-design.org

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Design Process (Reality)

Product Design Developers

Project Kick-off (at this point of time, the project scoping has been Task breakdown, effort
Draft Project Brief
locked. You shouldn’t revise your “design questions” again) sizing

Ask for lead’s Timeline commitment & task breakdown Sprint development
approval

Revision
Lo-Fi (Low Fidelity)
Revision Includes:
● Create
Revision mockups
● UT Med-Fi
● Iterate
design
based on
Aligned
feedbacks Hi-Fi

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Design process shouldn’t be linear (well, at least
that’s what we experienced...)

Normally, we split the design phases into 3: Lo-Fi, Med-Fi, Hi-Fi

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One of the approach that we use quite often is
“HCD” (Human Centered Design)

Whatever the design process and allocation of responsibilities and roles

adopted, a human-centred approach should follow the principles listed
below:

A. the design is based upon an explicit understanding of users, tasks and

environments;
B. users are involved throughout design and development;
C. the design is driven and refined by user-centred evaluation;
D. the process is iterative;
E. the design addresses the whole user experience;
F. the design team includes multidisciplinary skills and perspectives.

– ISO 9241-210:2010(E) [revised from ISO 13407:1999]

https://www.iso.org/standard/52075.html ; https://www.iso.org/obp/ui/#iso:std:iso:9241:-210:ed-1:v1:en

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Other approaches besides HCD...

Sometimes, design can be developed without involving users at all. But we do:
● Desk research
○ Benchmarking, read journals, etc
○ Most used technique: ATM (Amati, Tiru, Modifikasi)
● Expert interview
○ You interview experts--whom you think might represent “voice of customer” well (e.g Head of
Design, Head of Department, Policy Maker, etc)--then iterate the insights into design.

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[Additional] What are the difference between
market research and design research?

Simply, because they have different goals and approaches.

Market research
● Aims to know what the market wants in the current trend
● Aims to know business opportunities
Example: Kano Model, QFD, service blueprint, etc.

Design research
● Aims to build interactive systems development that aims to make systems usable and useful by
focusing on the users, their needs and requirements, and by applying human factors/ergonomics,
usability knowledge, and techniques.
Example: HCD, Benchmarking, Expert Interview.

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“How Might We” (HMWs) Method. A method that
prevent me from jumping to conclusion
● Use this inside your Project Brief
● Use this during your brainstorming session

https://www.odellkeller.com/the-how-might-we-method/

Study from home makes school students become prone to get bored (lead to get bad grades). How to
improve their score again?
?

● How might we make students feel like they’re interacting with their friends at school
canteen while they’re study from home?
● How might we imitate extracurricular activities for students while they’re study from
home?

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4 Design Thinking
Tools
Design Sprint as common method used for
product discovery

source: Sprint (Knapp, 2016)

Day 1: Intent statement creation and gathering all
informations
1 2
Create Intent
Statement
Get the alignment on the
target segment and
Objectives objectives of the product
Tools All done in Miro board + conference call with the team
● Brainstorm and
decide on the “Who”
● Brainstorm and
What decide on the “What”
needs to ● Brainstorm and
decide on the “Wow”
be done?
3 4
Map existing flow List down insights Choose the HMW
To get the clear Get all the data Prioritize which specific
understanding on the needed to support the pain point to address in
existing flow of the hypothesis the project
targeted users
● Map the existing ● List down key ● Ask everyone to
user flow in flow questions, concerns write all possible
chart and assumptions “How might we
● Capture the pain ● Check supporting ____?” based on
points in each
process
data to gather
quantitative insights ●
users’ pain points
Vote the HMW that
● Capture user ● Initial research to can achieve the
emotion in each of users to validate objectives
the process assumptions ● Pick the highest
voted HMW
Day 2: Sketch your ideas!

1 2
Benchmarking Sketching

Brainstorm ideas that are out of the box to come

Objectives Get the inspirations from the best practice
up with the best solution for the HMW

● Smartphone to browse benchmarks ● Crazy 8 Method

Tools ● Miro board to gather benchmarks ● Paper + Pen/Pencil
screenshots and notes ● Camera to take photo of your sketch

● Get everyone to look at apps that has Everyone to sketch on their own, timed
great feature (not necessarily apps in ● Gather key information from benchmarks
the same sector) ● Doodle rough solutions (20 mins)
What
needs to ● Screenshot and list down great features ● Fold an A4 paper into 8 sections
be done? from those apps ● Sketch 1 idea in each box, 1 minute time per
● Present the notes to the group idea
● Note down the things that you think will ● Sketch the final solution with all the details
be helpful for sketching (30+ mins)
Day 3: Vote and brainstorm the best idea(s)

1 2
Present, note and vote Create storyboard

Narrow down the best ideas to include in Brainstorm ideas that are out of the box to come
Objectives the solution up with the best solution for the HMW

Tools All done in Miro board + conference call with the team

● Everyone to present the sketch (3 ● Draw the storyboard (user flow) based on the
mins/person) voted solution
● Everyone to explore the sketches ● Include the necessary details from the voted
What sketch
needs to ● Everyone to put dots to highlight
● Make sure the scope is not too small and not too
be done? interesting part of the sketch (3-5 dots big to be created in 4 weeks (and tested to users in
per person) 15 minutes)
● Discuss the parts that got dots ● Ensure all the details needed to build the prototype
● Vote the best solution is covered in the story board
Day 4 (and 5, 6, 7, 8, 9 if you need more
time): Build your prototype

Objectives Make facade that shows the full functionality of the product

Tools Figma

● Create High Fidelity design of the product

What ● Ensure to cover the whole happy flow
needs to ● Prepare a scenario that the user can relate
be done? ● Focus on MVP, don’t build a prototype that you’re not
willing to dump
Day 5: Hear what the user(s) say

1 2 3 4
Find the user for Revise the Iterate until the
Interview
testing prototype objective is met
Get feedback of your Get all the data Prioritize which specific
Get the right user to test product from the needed to support the pain point to address in
Objectives the prototype interview hypothesis the project

Tools ● Figma
● Screen recording

● Find the user group ● Ask consent to ● List down the ● Repeat the testing
that match your record the session learning from the with the revised
target segment ● Brief the scenario interview prototype
● Pick the extreme based on the ● List down the things ● Reiterate the design
What negative and prepared prototype to improve from the until the user gives
needs to ●
extreme positive
Ensure you get 5
● Ask the user to think
out loud while using ●
prototype
Iterate the prototype
full understanding of
the product and the
be done? respondents for the the prototype to solve the existing objective is met
interview ● Observe the issue based on user ● Give the final touch
● Book the time behavior interview of the prototype,
● Capture the pain match the branding
points and insights of the company
5 Design Thinking Do’s
and Don’ts
Design Thinking Process Tips
DOs DONTs

Make sure yourself understand the objective(s) and

Add/remove your HMWs after project scoping has been locked.
align on the hypothesis as a team.

Make sure you “lock” your HMWs during project

Too focused on solution and not the problem.
scoping.

Ask for your respondents consent to record the video Reinvent the wheel - better to observe, benchmark and modify
UT so that you can recheck their emotions when you than recreating an existing solution.
were showing them your mockups.
Overdo the cosmetics of the prototype for UT.
Make sure you reach the right users as your UT
respondents.
Bump into random people to be your respondent. At least,
Make sure you have enough people to be your throw them screening questions before inviting them.
respondents for UT.

Take notes during UT. Oversimplify the list of questions to be asked during UT.
Bonus: User Testing Tips
DOs DONTs

Be low-key: humble yourself and stay curious. Look cool and intimidating.

Focus on the user’s problem and how the app will help
Over-guiding the user to use the prototype.
to solve it.

Ask leading question: “do think this button will take you to the
Ask open ended questions.
next page?”

Listen more than you talk. Ask double-barreled questions: “what do you think about this
button? and what do you think will happen?”

Remain as an empty glass, leave your judgment Ask close-ended questions. “do you like the design of this
behind. page?”

Ask clarifying questions. Ask questions that will lead to bias answer: “do you think this is
a good app?”
Capture user’s expressions.
6 Design Thinking
Practices
“Entrepreneurial Design for Extreme Affordability” course
at d.school Stanford University, Palo Alto, USA
A DesignThatMatters.org project, 2007/2008
http://extreme.stanford.edu/projects/embrace

THE DESIGN CHALLENGE

to design a better
incubator for the
developing world
THE MULTI-DISCIPLINARY STUDENTS
Electrical engineer, Computer scientist, MBA student
—not public health experts
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15,000,000
WHY IS IT A
‘WICKED PROBLEM’
(problem worth solving)?

Low-birth-weight and premature babies are born each year

1,000,000
Babies die within 24 hours of birth due to hypothermia (low body temperature)

$20,000
USD cost of an incubator, still requires electricity
Story source:
http://www.slate.com/blogs/the_eye/2013/
11/04/embrace_infant_warmer_creative_
Confidence_by_tom_and_david_kelley.html

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 IDEAS?
US$
1,000

To reduce the cost of existing

incubator designs by eliminating
parts and using cheaper materials?

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 GO OUT IN THE FIELD
TO LEARN & EMPATHISE WITH STAKEHOLDERS

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 OBSERVE. ASK QUESTIONS. LISTEN.

“why no babies?”

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 UNDERSTAND LOCAL CONTEXT & PEOPLE’S LATENT NEEDS

Distance & Transportation

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 SYNTHESISE INSIGHTS TO INFORM OPPORTUNITY AREAS

Life-and-death battles were being fought in the mother’s home,

not the hospital. Incubator cost becomes irrelevant.

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 OR

stick with the tackle the

technical challenge human (latent) needs
– designing a – designing a
low-cost incubator solution for mothers
for hospital use? in remote areas?
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REFRAME THE PROBLEM INTO IDEATION QUESTION

How might we
create a baby-warming device that helps
parents in remote villages give
their dying infants a chance to survive?

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IDEATE FOR ‘SOLUTIONS’ & DESIGN

4 hours
37˚C Blanket warmer
technology

US$
25
37
TEST PROTOTYPE & CO-DESIGN WITH THE USERS
CULTURAL BELIEF FACTOR: Western medicines were “USER ERROR”
perceived as really powerful, and often too strong. – the engineer –
“So if the doctor prescribed one teaspoon of medicine for my
baby, I give him just half a teaspoon. Just to be safe. So if you
ask me to heat it to 37˚C, just to be safe I would heat it only to to educate?
30 or so.” – Mother –
OR

to iterate
the design?

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GAIN FEEDBACK TO INFORM THE NEXT DESIGN ITERATION
The When the baby warmer reaches the correct temperature,
Design an indicator simply changes to “OK”, so there is
Iteration no numeric value for parents to second-guess.

OK

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CONTINUE TO ITERATE & TEST PROTOTYPES WITH USERS
TO LEARN WHAT WORKS & WHAT DOESN’T WORK

Some mothers are hesitant to use it

due to fear of the unknown and passed-down mindset.
“We still had to persuade parents to change traditional behaviors
to get them to use the new infant warmer.” – embrace –
“When my baby is wrapped up, I don’t know if he is breathing
or not….I cannot see his heartbeat.” – mother –

to educate?
OR

to iterate
the design?
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www.EmbraceInnovations.com

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90+ team members
3,000+ babies cuddled
(2013) www.EmbraceInnovations.com

INNOVATION PORTFOLIO

Buy 1
1 donated

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 Recap
What the HCD process has helped them is to gain insight from the user that enabled them to
reframe the problem as a strong basis to synthesize and ideate before finally coming up with a
prototype to be tested, and then continue iterating on the design through user feedback to
deliver the best final product before launching

Being close to the end user helps them make a really good design that is desired and relevant.
They are learning so much by co-designing with the user through conversations and
observations – which has been critical to their success.

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7 Appendix
HCD References (To be read if you want)
Design Kit:
The
Human-Centered
Design Toolkit
ideo.org
http://designkit.or
g/

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HCD References (To be read if you want)

IDEO’s
https://designthinkingforeducators.c
om/

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HCD References (To be read if you want)

New Zealand Youth Connections project

part 1 -
http://www.aucklandcouncil.govt.nz/EN/planspoliciesprojects/plansstra
tegies/Councilstrategies/Documents/youthconnectionsstrategy.pdf
part 2 -
http://www.aucklandcouncil.govt.nz/EN/planspoliciesprojects/plansstra
tegies/Councilstrategies/Documents/youthconnectionsstrategypart2.pd
f

Process capture:
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https://captureprojectpeter.wordpress.com/
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