EDESIGN

Thinking
By Yugo Artono
WHY DO WE NEED AN
IDEA
DE
DECISION
DE
MAKING
 1
WHY DO WE USE
DE
DESIGN
Thinking
1
DE
DESIGN
Thinking
Explanation
WHAT IS DESIGN THINKING?
Design thinking is a process for
creative problem solving.

Design thinking has a human-centered core. It

encourages organizations to focus on the
people they're creating for, which leads to better
products, services, and internal processes.
When you sit down to create a solution for a
business need, the rst question should always
be what's the human need behind it?

source: www.interaction-design.org
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DESIGN
Mindsets
Human-centered design is as much
about your head as your hands.

These Mindsets explore and uncover the philosophy

behind our approach to creative problem solving, and show
that how you think about design directly a ects whether
you'll arrive at innovative, impactful solutions.
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 DESIGN THINKING MINDSETS

2
Living Design Thinking Every Day

Focus on Humans Be Mindful of Process

Empathy for the people
you are designing for Embrace
and feedback from those
users
Experimentation
Empathy for the people
you are designing for
and feedback from those
users
Be Obnoxiously
Seek to understand as
much as you can and
constantly ask
questions; never stop
learning
Iterate Everything
Solve not for more time,
but for more iterations of
problems, solutions,
ideas
Know where you are in the
design process, what
methods to use in that
stage, and make sure your
team is with you

Show Don’t Tell
Communicate in an
impactful and meaningful
way by creating
experiences using
visuals and stories
Inspire & Be Inspired
Never forget to energize
yourself and share with
others to move them as
well
Words Matter
Fish & Teach to Fish Seek to understand as
Never get too far from the much as you can and
innovations, but never miss constantly ask quertions;
an opportunity to teach an never stop learning
innovator
2
DE
DESIGN
Thinking
Success
Story
DOUG
Doug Dietz
Innovation Architect on GE Healtcare

DESIGN THINKING
[SUCCESS STORY]
 DOUG Forms His DT team

OUT

Fern Schupak Children’s Hospital of Wisconsin

Director of Betty Bern British Museum - Milwaukee Wisconsin Director of Radiology | Nurse | Patients
OUTCOME
OUT
DESIGN
The RESULT
Sedation Rates drop by 87%
Patient Satisfaction Increased 95%
DESIGN

3
3 DE
DESIGN
Thinking
Process
3
DESIGN THINKING PROCESS

Empathize De ne Ideate Prototype Test

Standford d.school Emphatize > De ne > Ideate > Prototype > Test
Design Thinker Emphatize > (Re) Frame > Ideate > Prototype > Test
Ideo Gather > Generate > Make > Share
Luma Institute Looking > Understanding > Making
IBM Observe > Re ect > Make

source: www.innovation.fsu.edu/design/2_frameworks/
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DESIGN
Thinking EXPLORATION

EMPATH
EMPATHIZE
 DESIGN
Thinking
EMPATHY
EMPATH
is the key to
successful EXPLORATION
OBSERVE IMMERSE ENGAGE

Engage in conversation to
Observe in their Immerse yourself in the
understand the users better
environment user task/ environment
(look out for non verbal cues)
OBSERVE

Observe everything that happens in the eld.

Observe every activity performed by users.

How they do it and what drives them to do it.

Observe in their
environment
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OBSERVE IMMERSE ENGAGE

Engage in conversation to
Observe in their Immerse yourself in the
understand the users better
environment user task/ environment
(look out for non verbal cues)
 IMMERSE

Put yourself in the shoes of the people in the

environment (users).

Feel the same experience as they do.

Immerse yourself in the

user task/ environment
OBSERVE IMMERSE ENGAGE

Engage in conversation to
Observe in their Immerse yourself in the
understand the users better
environment user task/ environment
(look out for non verbal cues)
 ENGAGE

Conduct interviews directly so that you can

nd out the user's point of view, what they
feel, their views or thoughts.

Engage in conversation to
understand the users better
(look out for non verbal cues)
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 8 7
It's not about being right or wrong,
di erent angles will get di erent results.
Sometimes it takes an outsider to see things from a
di erent perspective. Is there anything we missed?

How many blocks are there in the picture above?

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USER
CAMERA
STUDY
Ask the user to take pictures of
important images...
Sometimes there is a bias when
we interview users, pictures
speak a thousand words.
Tools needed:
GAME
STORMING
Jessica ditemukan tewas di sebuah tanah kosong dalam keadaan
tanpa busana.
Matanya terbelalak, kepalanya berdarah dan ada sebuah kayu besar
tergeletak di sebelah mayat Jessica.
Pada saat ditemukan, banyak tikus yang sedang mengelilingi mayat
Jessica.
Tidak jauh dari lokasi ditemukannya Jessica, ada sebuah bar kecil
yang biasa didatangi para pelaut yang tidak tahu aturan.
 PERAN PERAN
ANDA SAYA

Anda adalah seorang detektif.
Tugas Anda adalah menemukan
penyebab kematian Jessica.
Silahkan menggali informasi dengan
bertanya kepada saksi mata.
Saya adalah saksi mata, tapi saya
hanya bisa menjawab ya dan
tidak karena saya tidak bisa
bicara.

GAME STORMING
GAME
STORMING
Jessica ditemukan tewas di sebuah tanah kosong dalam keadaan
tanpa busana.
Matanya terbelalak, kepalanya berdarah dan ada sebuah kayu besar
tergeletak di sebelah mayat Jessica.
Pada saat ditemukan, banyak tikus yang sedang mengelilingi mayat
Jessica.
Tidak jauh dari lokasi ditemukannya Jessica, ada sebuah bar kecil
yang biasa didatangi para pelaut yang tidak tahu aturan.
 GAME
STORMING

Pernahkah Anda terpikir

sebuah pertanyaan tentang
apakah Jessica itu manusia?
GAME
STORMING

Jessica adalah seekor tikus yang

mati terjepit perangkap tikus…
Download Buku Panduan Eksplorasi

@yugoartono
DESIGN
Thinking

DEFINE
 DESIGN
It’s time to
Thinking
DEFINE the user problem
that we want to solve.
• Gather all of your ndings
• Find the patterns
• Formulate the problem statement
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Empathy Map User Need Insight Canvas
SAYS THINKS USER NEED INSIGHT

DOES FEELS

DESIGN
Thinking
 Empathy Map
Says: SAYS THINKS
What the user says out loud in an interview or some other Kira-kira
Bingung uangnya
usability study. mau cukup ga
kemana ya?
Inget
Bagus tap jaman dulu
i
kok sepi Ini pacaran
Thinks: ya? keluarnya
lewat
What the user is thinking throughout the experience. Koleksiny
a mana sih? Kok agak
ngeri ya
banyak
k
yang rusa

Does: DOES FEELS

Encloses the actions the user takes.
Gak
Antri beli
nyaman,
tiket
AC nya
Seneng,
Feels: Lagi fot
o
bisa jalan
gak dingin.
sel e di sama
The user’s emotional state, often represented as an adjective plus pintu
Keluarga
masuk Tersipu
a short sentence for context. malu, Mas
yang jaga
ganteng
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 User Need Insight Canvas
USER NEED INSIGHT

A speci c persona or real Need should belong to users, What is the background to the
end-user segment you’ve should not be made up by the need.
done research on. team, and should not be
phrased as a solution.

Ibu-ibu berkerudung Ternyata tingkat

Kemudahan menjaga
yang sedang kerepotan keamanan untuk anak
anak saat sedang
menggandeng 2 orang kecil di mall sangat
berbelanja di mall
anak Kecil rendah
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 User Need Insight Canvas
USER NEED INSIGHT

A speci c persona or real Need should belong to users, What is the background to the
end-user segment you’ve should not be made up by the need.
done research on. team, and should not be
phrased as a solution.

Ternyata pada saat

Bapak paruh baya Menghilangkan rasa
menemani istri belanja,
berkacamata dan penat saat menemani
keterlibatan suami
berbaju kotak-kotak istri belanja
tidak terlalu dibutuhkan
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 User Need Insight Canvas
USER NEED INSIGHT

A speci c persona or real Need should belong to users, What is the background to the
end-user segment you’ve should not be made up by the need.
done research on. team, and should not be
phrased as a solution.

Ternyata tidak semua

warga desa tahan
Warga di pedesaan
Kehangatan di pagi hari udara dingin di pagi
yang dingin
hari walaupun sudah
lama tinggal di desa
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 User Need Insight Canvas
USER NEED INSIGHT

A speci c persona or real
end-user segment you’ve
done research on.
Bapak paruh baya
berkacamata dan
berbaju kotak-kotak
Need should belong to users, What is the background to the
should not be made up by the need.
team, and should not be
phrased as a solution.
b l em
Pro t
Ternyata pada saat
t e m e n
Menghilangkan rasa
menemani istri belanja, S t a
penat saat menemani
keterlibatan suami
istri belanja
tidak terlalu dibutuhkan

Ternyata tidak semua

warga desa tahan
Warga di pedesaan Kehangatan di pagi hari udara dingin di pagi
hari walaupun sudah
lama tinggal di desa
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DESIGN
Thinking

IDEA
IDEATE
 DESIGN
Thinking
IDEATION
IDEA sessions
are about
Finding New Angles
• Bring the problem statement that we have
obtained in the previous stage to solve in
this session.
 How Might We Canvas
GENERAL SPECIFIC

General solutions (top-of-mind) More speci c solution details

HOW MIGHT WE… CREATIVE

Questions for problem statements

Disruptive or out of the box solutions
obtained from the previous session
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 How Might We Canvas
GENERAL SPECIFIC

Mall 1 Troler yang

Tempat lantai terbuat
n
Penitipa dari plastik
Anak Mall 1
Tempat
Penitipan lantai +
Anak ber- nanny tiap
Troler 20 meter
(Troli + CCTV
Stroller)

HOW MIGHT WE… CREATIVE

o b le m
Pr t t r a Save
t e m e n ew a a n Trole r E x
j alan
St a Meningkatkan tingkat
Peny
untuk a n a k , yang
giku
b
t i
is
ib
a
u n ya di
Ternyata tingkat t i s m e n
keamanan untuk anak- otoma l 1 la ntai.
keamanan untuk anak m a l
anak yang sedang ikut y d en gan
kecil di mall sangat a o je k Nan n
anny
Ibunya berbelanja ke Ja s
ker u n t uk n
rendah gela n g t r a c
ya.
mall? dan A na k n
DESIGN
Thinking

PROTOTYP
PROTOTYPE
 DESIGN
Thinking
Fail FAST
Fail CHEAP
Fail EARLY
But don’t fail PROTOTYPing
• Visualize our ideas so that they are easier to
understand and get immediate feedback.
 LOW FIDELITY HIGH FIDELITY
Basic models or examples of Prototypes that look and operate
the product being tested. closer to the nished product.
E.g: Pro:
• Storyboard • Engaging
• Sketching • High level of validity and applicability
• Card Shorting, etc Cons:
Pro: • Take much longer to produce
• Quick and inexpensive • Cost a lot
• Easy to test new iterations. • Hard to modify
• Disposable/throw-away

DESIGN
• Minimal time and e ort, etc
Cons:
• An inherent lack of realism.
• May not be appropriate for your intended users.
• Users may not get a real interaction experience
Thinking
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DESIGN WORKS
Thinking LIKE

LOOKS INTERACT
LIKE LIKE
 DESIGN
Thinking
just start BUILDING
don’t spend too much TIME
remember what you’re testing FOR
build with the USER in mind
DESIGN
Thinking

TEST
 4
5 Guidelines for Conducting a Test
• Show, don’t tell: let your users experience the prototype
• Ask Participants to Talk Through Their Experience
• Observe Your Participants
• Ask Follow-Up Questions
• Negative Feedback is Your Way to Learn and Improve

DESIGN
Thinking
4
L e
DE
DESIGN
Thinking
Present
t s
lets connect
@yugoartono

Yugo Artono

yugo_artono@yahoo.com