2) For this example, I’ll consider a target user for a boutique gym aiming to improve membership

retention.

Says: Thinks:

"I need a gym that fits my busy schedule." "Am I getting my money's worth from this
membership?"
"I wish there were more classes in the early
morning." "I need to find a balance between work, social
life, and fitness."
"The equipment is often occupied, and I can't
complete my routine on time." "The gym should offer more personalized
training plans."
"I enjoy the friendly atmosphere here."
"Is there a way to make my workouts more
User: Sarah,
a 30-year-old
marketing
manager
Does: Feels:
Attends gym classes 3-4 times a week, Frustrated when she can't access equipment
usually in the evenings. or classes due to overcrowding.
Uses cardio machines and free weights but Motivated after a good workout session.
avoids peak hours due to crowding.
Stressed about fitting workouts into her tight
Participates in community events organized schedule.
by the gym.
Satisfied when she sees progress in her fitness
Tries new fitness apps to supplement her goals.
workouts.
3) Observe your surroundings (at home, campus, community) and identify at least three problems
or pain point’s people experience. Describe each problem and its impact.

1. Inadequate Public Transportation

Public transportation in many communities is often infrequent, unreliable, and overcrowded. Buses
and trains may not run on schedule, and the routes may not cover all necessary areas, leaving some
residents with limited access to essential services and employment opportunities.

• Commuters: Unreliable transportation leads to increased travel times and missed

appointments, contributing to stress and reduced productivity.

• Economic: Limited access to public transportation can restrict job opportunities for residents
who do not own a vehicle.

• Environmental: More people may resort to using personal cars, increasing traffic congestion
and pollution.

2. Limited Accessibility for People with Disabilities

Many public and private buildings, sidewalks, and transportation systems are not adequately
equipped to accommodate people with disabilities. This includes a lack of ramps, elevators, tactile
paving, and accessible restrooms.

• Independence: People with disabilities may struggle with daily tasks and accessing services,
limiting their independence.

• Inclusion: Inadequate accessibility can lead to social isolation, as individuals may be unable
to participate in community events or activities.

• Employment: Limited access to workplaces can hinder employment opportunities for people
with disabilities, impacting their financial independence and quality of life.

3. Lack of Green Spaces

Urban areas often lack sufficient green spaces like parks, gardens, and recreational areas. This can be
due to dense construction, poor urban planning, and a focus on commercial development over
community well-being.

• Mental Health: Green spaces are vital for mental health, providing areas for relaxation,
exercise, and social interaction. Their absence can lead to increased stress and reduced
overall well-being.

• Physical Health: Limited access to recreational areas can reduce opportunities for physical
activity, contributing to sedentary lifestyles and associated health issues like obesity and
cardiovascular diseases.

• Community: Green spaces promote social cohesion by providing venues for community
activities and events. Without them, there can be a decline in community engagement and
interaction.
4) Based on the video clip attached [Video No.3], summarize the key steps they took and how
design thinking contributed to their success.

1) Empathy and Understanding the Problem:

The team began by understanding the existing problems with traditional shopping carts, such as
safety concerns, manoeuvrability, and inefficiency. They conducted interviews and observed
shoppers and store employees to gather insights into the pain points and needs.

2) Ideation and Brainstorming:

A diverse team from various backgrounds participated in a brainstorming session to generate a wide
range of ideas. IDEO's culture encourages wild ideas and defers judgment, which helps in creating a
plethora of innovative concepts.

3) Prototyping:

The team quickly moved from brainstorming to creating rough prototypes of their ideas. These early
models were built using simple materials to visualize and test different concepts rapidly. This step
helps in identifying practical and impractical ideas early in the process.

4) Testing and Iteration:

Prototypes were taken back to the field for real-world testing. Feedback was gathered from actual
users, which informed the iterative process. The team made adjustments based on this feedback,
continuously refining the design to better meet user needs.

5) Final Design and Presentation:

After several iterations, the team arrived at a final design that addressed the key issues identified
initially. The new shopping cart included features like improved safety for children, better
manoeuvrability, and modular baskets for convenience.
5) Choose a common everyday object (e.g., a pen, a coffee mug) and brainstorm at least two
innovative redesigns or improvements for it. Sketch your ideas and explain the reasoning behind
each one.

Redesign 1: Self-Heating Coffee Mug

Features:

Built-In Heating Element: Integrated heating element in the base of the mug to keep the coffee at
the desired temperature.

Temperature Control: Adjustable temperature settings to cater to individual preferences.

Battery-Powered with USB Charging: Rechargeable battery with USB charging capability for
convenience and portability.

Insulated Design: Double-walled insulation to maintain temperature and prevent the exterior from
becoming too hot.

Reasoning:

User Convenience: Keeps coffee hot for longer periods, eliminating the need for reheating.

Customization: Allows users to set their preferred drinking temperature.

Portability: Battery-powered design makes it ideal for use on the go, during travel, or at the office
without needing a constant power source.
Redesign 2: Smart Coffee Mug with Health Monitoring

Features:

Hydration Monitoring: Sensors that track the amount of liquid consumed to help users stay
hydrated.

App Connectivity: Bluetooth connectivity to sync with a smartphone app for tracking hydration
levels and setting reminders.

LED Indicator: LED light ring around the base that changes colour based on hydration status (e.g.,
green for well-hydrated, red for needing more water).

Built-In Speaker: Small speaker for audible hydration reminders or alarms.

Reasoning:

Health Focus: Encourages users to drink enough fluids throughout the day by providing reminders
and tracking their intake.

User Engagement: The app and LED indicators create an interactive experience, making hydration
tracking more engaging and less of a chore.

Multi-Functionality: Combines the traditional function of a coffee mug with modern health-
monitoring technology, adding value without compromising usability.