The use of design thinking

Dijamco | Santos | Segovia | teng | ugay | villarente

Cbm 1-6 | prof. daphnnie mauricio
Topics to be discussed
⊹ What Is Design Thinking?
⊹ The Design Thinking Process

⊹ The Power of Storytelling

⊹ Observation and Insights

⊹ Interview & Experiments

⊹ Art And Science Applied to Entrepreneurship

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1 What Is Design Thinking?
Origin
⊹ Design Thinking was first introduced
by the Nobel Prize laureate, Herbert
Simon in his book called “The
Sciences of the Artificial in 1969.

⊹ Since then, Design Thinking has been

used and develop by many
institutions, including school which
version eventually became the most
accepted and used one.
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 Design Thinking - is an iterative

“ process in which we seek to understand

the user, challenge assumptions, and
redefine problems in an attempt to
identify alternative strategies and
solutions that might not be instantly
apparent with our initial level of
understanding. 5
Objectives

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Goal?
To provide new
solutions or
strategies.
Design Thinking is essentially a problem-solving
approach, crystalized in the field of design, which
combines a holistic user-centered perspective
with rational and analytical research with the
goal of creating innovative solutions.

– Tim Brown, CEO of the celebrated innovation

and design firm IDEO, in his successful book
Change by Design
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Schema Design
Thinking
Vs.
“a cognitive
framework or
concept that
“is not about thinking
helps organize
outside of the box,
and interpret
but on its edge, its
information”
corner, its flap, and
under its bar code”

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2 The Design Thinking Process
What is Design Thinking Process?
⊹ It is a process which is an iterative,
flexible and focused on collaboration
between designers and users, with
an emphasis on bringing ideas to life
based on how real users think, feel
and behave.
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5 Phases of Design Thinking Process

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Phase 1: EMPHATIZE
What? Critical starting point for design thinking which involves on
engaging with and observing your target audience

Why? To paint a clear picture of who your end users are, what
challenges they face, and what are the needs and expectations must be met

How? Conduct surveys, consult experts, interviews and observation

sessions
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Phase 2: DEFINE
What? Define a clear problem statement and put together the
information you have created and gathered during the Empathize phase

Why? To set out the specific challenge you will address and To have a
clear problem statement

How? Focus on the user’s needs rather than those of the

business (User-Centric)
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Phase 3: ideate
What? Come up with as many ideas and potential solutions as possible
and generating crazy, wild ideas and then slowly start to narrow them down.

Why? Its more likely to free your mind and stumble

upon innovation

How? Use a range of different ideation techniques such as brainstorm,

brain-write, reverse thinking, worst possible idea, mind mapping and others
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Phase 4: PROTOTYPE
What? Ideas will start to manifest for the first time and turn it into
prototype or scaled-down versions of the product or concept you want to test

Why? It will give something tangible that can be tested on real users and will
have a clearer view of how real users would behave, think, and feel when
interacting with the end product

How? Have a clear goal in mind. Know exactly what you want your
prototype to represent and therefore test
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Phase 5: TEST
What? Testing your prototypes on real or representative users to make
sure that they know how to use it and that it truly resonate with their needs

Why? To see where your prototype works well and where it

needs improving

How? Run user testing sessions where you observe your target users as
they interact with your prototype. You may also gather verbal feedback with
everything you learn from the testing phase
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 Point out and
Point Out: These phases are not always sequential, and teams often run them in
parallel, out of order and repeat them in an iterative fashion.

Goal: To gain the deepest understanding of the users, what their ideal solution and
product would be and to gain the purest and most informative insights for your
particular project.
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 Main benefit of the design thinking process
⊹ We acquired knowledge at the later stages from the feedbacks up to the
earlier stages.
⊹ We will continually gain new insights, develop new ways of viewing the
product and its possible uses, and develop a far more profound
understanding of the users and the problems they face.
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 Main benefit of the design thinking process
⊹ It will help us systematically extract, teach, learn, and apply
these human-centered techniques to solve problems in a
creative and innovative way when it comes in our designs, in our
businesses, in our nations and in our lives.
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3 The Power of Storytelling
What is story telling?
“Storytelling is the vivid description
of ideas, beliefs, personal
experiences, and life— lessons
through stories or narratives that
evoke powerful emotions and
insights.”
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When Storytelling is Used in the Design Process?
PROBLEM FRAMING
= It assists the design team in engaging with
the user to describe the problem using
qualitative data from customers.
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When Storytelling is Used in the Design Process?
SOLUTION FRAMING
= In Prototyping stage of the design process,
storytelling can be used to establish two-way
communication with the consumer in order to
validate the efficacy of the solution. 23
When Storytelling is Used in the Design Process?
SOLUTION IMPLEMENTATION
= One of the practical features of the design
thinking process is the ability to get consumer
feedback about the product or the service to
improve the product in the future. 24
How storytelling works in design thinking?

Designers use storytelling to gain insight into users, build

empathy, and emotionally connect with them. Designers
construct personas and add conflict to stories that reflect
their user journeys and concerns. Designers can better
understand what users desire from a solution by telling
stories.
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How to reach
Users through
Stories?
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1. Define your target users with personas
⊹ To envision users’ likely experiences and gain
empathic insights. Personas are based on
user research but tell a story about your
insights.
Example: Chris has no parents and working at a very young age.
Chris is struggling with his life balance because he is a
working student. He always feels tired and wanted to have
better control of his life.
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2. Create a plot, with conflict
⊹ To make the personas heroes and envision how they can
solve certain challenges with your design. Make a
planned journey with the goals of each persona clearly
established.
Example:
a. Chris discovers your (designed product or services) Daily Planner apps on Playstore.
He downloads it and answered a survey which going to helps him in managing
his activities/tasks.
b. He starts using your application, letting it collect necessary information on various
activities/tasks in daily time.
c. The app started to compile all activities and created a to-do list at a particular time.
d. The app featured free time management counseling
e. Chris has the option to stop app monitoring and notification
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3. Give your design the supporting role
⊹ Show it improving your persona’s/user’s life and how
easy it is to use.
Example: Chris was able to finish all daily tasks, and it increases his productivity.

4. Work with the setting

⊹ When and where users use your design is vital for
building empathy.
Example: Chris works at night, attend school in the morning, and sleeps during
break time
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5. Tailor the look/feel
⊹ Your design’s appearance is vital
regardless of its functional benefits, so
design the most appropriate layout,
colors, typography.
Example: Chris is interested in the app because the feature
is not overwhelming and it provides motivation quotes.
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Always consider:
What? The user problem/s you define.
Who? The users themselves, envisioned through
personas. This includes people who play influential
roles in the main user’s/persona’s story.

How? Your story arc, with a beginning, middle and

end. From introducing the character’s at the
beginning, you build towards their biggest problems
(which many factors can affect) and finish with the
happy ending your design delivers.
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4 Observation and Insights
DATA
OBSERVATION
COLLECTION
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 OBSERVATION
⊹ A market research technique

⊹ Observe how people or customers

behave and interact in a natural
setting.
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How Market Observation Is Used (thebalancesmb.com)
 What to consider?
⊹ You must assess whether the target market segment is
profitable for your company.
⊹ Develop a clear understanding of what you want to get
out of the observation.
⊹ It's not a good idea to go into an observation being
blindfolded. Observation is intended to broaden your
horizons.
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How Market Observation Is Used (thebalancesmb.com)
 INSIGHT
⊹ Combines data and analysis to make sense of a
situation and improve understanding
⊹ Gives you a better grasp of major mechanics
connected to your particular business
⊹ Its function is critical at the beginning, middle, and
end of the process.
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Innovation Insights: Using Design Thinking Insights to Drive Innovation | Research World
IMPORTANT
principles
of insight
definition
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 1.SET THE CONTEXT
⊹ Explain the background of your insight
statement simply and precisely.

2. COMMUNICATE THE DILLEMA

⊹ When a customer has a problem, tension,
or discomfort, look for strong emotions as
they occur.
What Is Insight? The 5 Principles of Insight Definition - Thrive (thrivethinking.com)
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 3. ARTICULATE THE WHY
⊹ If you want to design a product or service that can augment or
change a consumer's behavior, you must first understand why they
are acting in a certain way.

4. CAPTURE MOTIVATION
⊹ The tensions that exist in the lives of end-users of a product or
service encourage them to change. To inform your insight
statements, look for tensions in four main areas: physiological,
emotional, cognitive, and environmental.
What Is Insight? The 5 Principles of Insight Definition - Thrive (thrivethinking.com)
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 5. ENVISION THE IDEAL
⊹ It's critical to describe the
desired end-state or
condition for the customer.
What Is Insight? The 5 Principles of Insight Definition - Thrive (thrivethinking.com) 40
OBSERVATION
⊹ A woman with flat hair feels invisible to the world.

INSIGHT
⊹ Everyday a woman starts off like a little mouse. But as soon
as she get her hair volume she become someone special and
interesting. Without volume in her hair, she become a “2D”
person instead of “3D”. Everything becomes easier because
she is taller, bigger and have more physical presence.
Young marketers elite program 2 consumer insight activation [kim ha_t… (slideshare.net)
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5 Interview & experiments
Interview
⊹ The critical “investigative phase”
in the design-thinking process.
⊹ It is where carefully formulated
questions reveal themselves as
a great way to approach a
design problem even before
designers start “designing.”

“Great Questions Lead to Great Design”

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Types of Effective
Questions for
Designers
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Open-ended questions
⊹ Tend to explore possibilities, feelings, and
the reasons why
⊹ They allow people to freely expand on what
is comfortable for them, rather than
justifying their thoughts.
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 Types of open-ended questions
Explorative Questions Affective Questions Reflective Questions
Have you thought of…? How do you feel What do you think
about…? causes…?

Analytical Questions Clarifying Questions

What are the causes So, you mean that…?
of…?

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Closed-ended questions
⊹ Call for specific answers—usually yes or no
⊹ Tend to focus on facts—what, when,
where—and are usually easy to answer

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Adopt a learner Find the right Ask your
Set the stage Dig deeper
mindset people to ask questions

The Setup for Good Questions 48

EXPERIMENTS 49
 What is prototyping?
Prototyping is getting ideas and explorations out of your
head and into the physical world.

Prototype
It is a simple experimental model of a proposed solution
used to test or validate ideas, design assumptions and
other aspects of its conceptualization quickly and cheaply,
so that the designer/s involved can make appropriate
refinements or possible changes in direction. 50
Why do we prototype?
To develop multiple solution
options

To inspire others

To learn

To fail quickly and cheaply

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 Important Reminder
“The goal is not to conduct
perfect experiments; it is
to make better decisions.”
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 Art And Science Applied
6 to Entrepreneurship
“ Entrepreneurship is
neither a science nor
an art. It is a
practice.”
-Peter Drucker

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ENTREPRENEURSHIP IS AN ART NOT A SCIENCE

VS.
ENTREPRENEURSHIP IS A SCIENCE NOT AN ART
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ENTREPRENEURSHIP AS AN ART
⊹ Knowledge and skills

⊹ Art of creating something new

⊹ Possess an artistic vision

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ARTISTIC QUALITIES IN ENTREPRENEURSHIP
❖VISION ❖PERSEVERANCE

❖PASSION ❖SELF-MOTIVATED

❖ATTITUDE ❖LEADERSHIP

❖VALUES ❖EXPERIENCE

❖INNOVATOR ❖FOCUS
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“ Entrepreneurs are
the artists, and
their entrepreneurial
vision and behavior is
their art."
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ENTREPRENEURSHIP AS SCIENCE

⊹ Ability in smart decision making

⊹ Creates experiment

⊹ Utilizing scientific methods

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 ENTREPRENEURIAL
PROCESS THROUGH
SCIENCE : SCIENTIFIC
METHOD
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1. DETERMINE A QUESTION
2.DO BACKGROUND RESEARCH
3. FORM A HYPOTHESIS
4. DRAW AN EXPERIMENT
5. ANALYSIS AND CONCLUSION
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ENTREPRENEURSHIP
AS BOTH ART AND
SCIENCE
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 Entrepreneurship is both
“ Art and Science, as the
Entrepreneur’s ability to
create something new is
Art, and the process followed
is the Science.
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“ DESIGN THINKING
\ di-ˈzīn / \ ˈthiŋ-kiŋ \
: the essential ability to combine empathy,
creativity, and rationality to meet users
needs and drive business success.

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