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 Design-Thinking Framework: Process Overview
ITERATE

Collect Collect Collect Collect

Feedback Feedback Feedback Feedback

DISCOVER DEFINE IDEATE PROTOTY TEST

PE

Learn about user Determine features Brainstorm solutions Simulate user experience Validate with users

User interviews Personas Brainstorm sessions Paper prototypes Usability testing

Stakeholder interviews Empathy maps Mind maps Micro-interactions Shadowing
Surveys User journeys Affinity maps Detailed user flows A/B testing
Data analysis Storyboards Storyboard Mockups SUS surveys
Metrics User stories Card sorting Interactive prototypes Heuristic evaluation
Competitors Problem statement User journeys User journeys QA
Focus groups Narratives User flows Wireframes Analytics
Observation Assumptions mapping Information architecture High fidelity design Performance testing
Clustering insights Task analysis Service blueprints Design hand-offs Observations
Context mapping Jobs to be done Business model canvas Design documentation Desirability evaluations
Customer journey maps Comparative analysis Crazy 8’s HTML/JS prototypes Metrics
Design principles Eye tracking
 User Persona 28 years old Brookly
n
Aspiring creative

It is too difficult to find places that can
help me repurpose my belongings in
this city. It’d be a dream to have a
service that can come to me and pick
them up
BI WANTS &
O NEEDS
Jamie is an aspiring designer doing an apprenticeship with an agency in To learn more about what else can be repurposed
NY. She has a hectic schedule because she’s working hard toward a full-
Convenient drop off or pick up option
time position. She ties to minimize her impact in the environment by
mindful consumption, when it comes to food, exercise, household goods
and commodities, transportation, and clothing
FRUSTRATI
ONS
Not enough info on what can and cannot be donated or recycled

MOTIVATIO Hard to find a place to donate or recycle

NS
Helping the environment by reducing waste and being able to help
TECH
SAVVINESS other motivates Jamie.
ORGANIZATIO
Pick up would be a dream
SOCIAL MEDIA NS
USAGE Cash back and incentives

ACCEPTAN
CE
 Keep
“How Might We” Your
0 HMW
s
(HMW) Statements 3
Broad
Proble Users often spend a long time
m checking their submission for
Start mistakes.
Focus
with HMW
Your How might we make it quick
0
the 0
(poor)
HMW and easy for users to check
1 Proble 4 s on their work for mistakes?
ms (or HMW
the How might we support users
Insight (better)
Desire to efficiently draft submissions
s) d that they’re happy with?
You’ve Outco
Avoid
Uncov Phrase
Sugges me
Your
ered
0 ting a 0 Proble
HMW Users often call us because
Proble Users are aware of the full m
2 Solutio
m product offerings 5 Questi they’re unsure about the
n in ons application process.
HMW
Your How might we increase HMW
Positiv How might we stop users from
HMW awareness of the full product (poor)
ely calling us?
offerings?
Questi HMW
Proble How might
Users wereturn
find the make users
processfeel
on (better)
m confident
difficult. they have all the
 Abstraction Laddering

Why - New Statement New Statement

Vision QUICK GUIDE
Devise ways to increase cross selling opportunities Devise a marketing plan that raises awareness and 1. Convene an interdisciplinary team.
New Statement
traffic to our site.
2. Draft various ways to state the problem

Wh
Use statement starters (“How might…”
y? 3.

or “In what ways…”)

Why? Why?
New Statement To create more opportunities for cross selling To raise awareness of and traffic to our website.
4. If the problem is too narrow, ask
“Why…” and “Why else…”
Wh
y? 5. Then restate the problem in a broader,
Initial Statement more open way
INITIAL Statement
We need to add ability to sell new lines of products on our website 6. If the problem is too broad, ask
“How…” and “How else…”
Ho
w? 7. Then restate the problem statement
more concretely
New Statement How? How?
By adding a new product tab on the website By partnering with an online seller

Ho
w?

New Statement New Statement

New Statement
Design and implement a tab and new section on our Figure our how to integrate our services with an
website online seller.
How - Tactical
Dot-Voting for Ideas Ye
n
Rebecca Ver
a
Bo
ris
Gar
y

OFFER LIMITED PRODUCTS VOTES POOR PRODUCT QUALITY VOTES OUR PRICES ARE TOO HIGH VOTES

We don’t offer a
variety of products The quality of our We have high prices
products in not that
Maybe our prices are
great
We only sell one color too much
for each product we
offer
Products keep
breaking withing the
We have very few first week We don’t ever offer
product lines discounts

MEDIOCRE CUSTOMER SERVICE VOTES WEBSITE ISSUES VOTES STORE LOCATION VOTES

I’ve noticed our Website experience

customer service isn’t Our store is hard to get
that great to

Customer Service Our website keeps

crashing

People can’t find our

store
Our customer service Not the most intuitive
is understaffed website
 Rose, Bud, and Thorn

ROSE BUD THORN

These are the ideas, properties, or processes that are This is an area that may or may not be working perfectly, This is an idea, property, or process that is not working. It
working well. While they may not be perfect, these are but offers an opportunity for growth or improvement. may need to be heavily reworked or removed
the things that you want to keep. entirely.

Long distance Trip Destination Filters Wrong Directors Awkward Silence Clean Cars Easy to Pay

Warm Pin 100 Ride Average Unfair Ratings Surge Pricing During Purple Dash Light Ride Saving
Major Events

Destination on Accept Automatic Expensing Cancellation Fees Long Wait Times Affordable Friendly Drivers
Usability Test Plan
AUTHOR: David PHONE: +1 (000) 123-
Travis 4545
EMAIL: David.travis@usefocus.co.uk FINAL DATE FOR COMMENTS: September
15th

PRODUCT UNDER TEST TEST OBJECTIVES PARTICIPANTS TEST TASKS RESPONSIBILITIES

What’s being tested? What re the business and
experience goals of the product?
The website at (TBA)
What are the goals of the usability test? What How many participants will be recruited? What What are the test tasks? Who is involved in the test and what are their
specific questions will be answered? What are their key characteristics? responsibilities?
Find out more about the scheme and decide if
hypotheses will be tested?
G-8 participants recruited via panel. you would sign up for it. David Travis (PM, Data logger)
Do people understand the value proposition …
All must be in full-time employment Sign up for the service Jane Hart (Moderator)
The concept of an Online Concierge service?
All must own a smartphone Find a trusted plumber who can fit your new Peter Hunter (Eye Tracking)
Do people trust the service?
dishwasher.
A mix of men and women, homeowners and John Kraft (Client Contact)
Do the emails help people proceed through the
renters Review the offer and arrange a time for the
various stages? Les Heisman (Tech Support)
plumber’s visit.
Do people understand how to choose a time slot
Compare 3 alternative designs of the time slot
on the booking screen?
booking screen page.

BUSINESS CASE EQUIPMENT LOCATION & DATES

Why are we doing this test? What are the What equipment is required? How will you Where and when will the test take place? When
benefits? What are the risks of not testing? record the data? and how will the results be shared?
The test will address several key questions that Laptop with eye tracking software and Morae Sep 23 at USERFOCUS 180 Piccadilly,
the design team need answers to for the next Test Software London, W1J 9HF
iteration. Failing to answer these questions now
All sessions will be recorded to digital video. Map: http://maps.google.com
increases the risk of developing the wrong
product. We will log usability problems and measure Phone Debrief on Sep 27th
task completion rate and time on task.

PROCEDURES
What are the main steps in the test procedures?

Welcome/Consent Form Pre-test Interview Carry out the Test Tasks Post-test Questionnaire Post-test Interview Debrief/Pay Incentive

0-5 5-10 10-45 45-50 50-55 55-60

min min min min min min
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