Lecture-3: Design Thinking Process

School of Electronics& Communication

Engineering
Design Thinking Team School of ECE
2
Design Thinking is
methodology as a way to
innovate and it has different
models from different
organizations and schools.

3
4
STAGES INVOLVED IN DT

5
 • Empathy is the capacity to understand or feel what another person
STEP 1 is experiencing without having had the same experience

• Empathy is the ability to relate to the feelings/emotions of

others

 Define your user – Who are your users?

 What problem they are facing?

 Are there any solutions available?

 Put yourself into their shoes

 Know their pain points

 What makes them happy?

DESIGNER’S EXPERIENCE vs CUSTOMER’S EXPERIENCE

Designers or Clients Users (Kid)

8
PROBLEM EXPLORATION

9
http://mindmup.com
STAKEHOLDERS MAP

10
CUSTOMER JOURNEY MAP

11
EMPATHY MAP

12
Empathy Map
• It's a powerful
visualization tool

• Helps teams use

Emotional Intelligence

• Gain insight into a target

user

• Developing a better understanding of the person for whom you are designing your product
• Empathy Map helps you synthesize observations and draw out unexpected insights.

13
https://gamestorming.com/empathy-map/
https://www.tuzzit.com/en/canvas/empathy_map
15
16
EMPATHY MAP: ATTENDING A MEETING FROM HOME
Say:
1. What time is the meeting getting over?
2. What is the agenda?
3. Is the audio/ video clear?
4. Can you not disturb me for the next 30 min? (to the
family)
5. Others please be on mute
6. Should we wait or get started?
Think:
1. Am I really required for this meeting?
2. What if I don’t attend this meeting?
3. Should I just listen and agree or raise my concern?
4. Can I not read the MOM of the meeting instead of
attending it?
5. When will I get to be with my family?
6. So much of my work is pending, and then yet another
meeting?
7. Can I get the recording of the meeting?
Do:
1. Find dial-in details
2. Log-in
3. Read about the meeting
4. Get resources ready (notepad, pen, etc)
5. Take notes
6. Get to a place where it’s a good network, no disturbance
7. Speak and listen
8. Follow-up with participants/ add participants
Feel:
1. Impatient if the meeting doesn’t start on time or doesn’t
end on time
2. Irritated if laptop/ Internet doesn’t work
3. Frustrated with too many meetings, where the work
suffers
4. Anxious, if other are paying attention to what I am saying
5. Bored with the irrelevant discussion
6. Angry, if family members don’t cooperate
7. Disinterested, if the connectivity goes off
8. Relieved, if the meeting is cancelled
17
18
USER PERSONA

19
SYMPATHY, EMPATHY AND COMPASSION
1. Sympathy means you understand what the other person is feeling even without feeling it yourself
2. Empathy refers to feeling what another person is feeling
3. Compassion means your feelings have prompted you to take action to relieve the suffering of
another person

20
  Defining the problem with
Step-2 a point of view of your
user (POV)

 A good POV will allow you

to ideate and solve your
design challenge in a goal-
oriented manner in which
you keep a focus on your
users, their needs and your
insights about them.
Example of POV 1:
• Ramesh is an entrepreneur and his wife is an IT Professional

Ramesh
Example of POV 2:

Title: Essential Goods Availability and Delivery Systems

User Need Insight

Sujatha Compare the prices of  Out of stock of essential goods
  essential goods , allow to  
select and deliver.  Different fare at various E commerce
platforms and local vendors for same item
 
 Difficult to know the Opening and closing
time of nearby shops
 
 
24
25
26
PROBLEM CANVAS

27
  The goal is to generate a large number of ideas —
Step-3 ideas that potentially inspire newer, better ideas —
that the team can then cut down into the best, most
practical and innovative ones.

Ideation Methods to Spark Innovative Ideas

https://www.interaction-design.org/literature/article/stage-3-in-the-design-thinking-process-ideate
29
Problem 1 Problem 2 Problem 2
Assumptions Ideas Assumptions Ideas Assumptions Ideas

30
Problems/ Eliminate Combine Reverse/ Divide Automate
triggers
Problem 1

Problem 2

Problem 3
31
Objectives/
stages
Problem 1

Problem 2

Problem 3

32
BEYOND CURRENT USERS

Ideas Dissatisfied Refusing Unexplored

Who are they?

Why are they
leaving/
uninterested?

How to retain/
attract/ explore
them?

33
ANALOGOUS EMPATHY

Problem 1 Problem 2 Problem 3

Analogie Ideas Analogie Ideas Analogies Ideas

s s

34
Step-4
“If a picture is worth a thousand
words, a prototype is worth a
thousand meetings.” —Dennis
Boyle, Partner at IDEO.
39
41
42
What is Prototyping?

 A simulation or sample version of a final solutions, which is used for testing prior to
launch

 Test your solution ideas before spending lots of time and money into creating the final
version of the sellable product/service
Remember

• A prototype should always aim to answer the question posed

• Gain first-hand insights into how your users will interact with, and react to,
the product/service you’re designing
• Build with the user in mind
• Remember what you’re testing for
• Iterative process
 The right fit

Impact time matrix

PROTOTYPE Rapid Prototyping

Scenarios

Storytelling

45
THE RIGHT FIT

46
IMPACT TIME MATRIX

47
RAPID PROTOTYPING

48
SCENARIO MAP

49
STORYTELLING

50
Step-5  It is about Testing Prototypes- Return to your
users for feedback
STEPS

55
METHODS OF TESTING

56
57
58
Why it is Important ?
• Validating your assumptions - what worked and what didn’t and then iterate
• You must learn about how they feel, interact and think about your prototype
• Ask ‘why’ do they like or not like the solution.
• Explore the user concerns to correct usability issues
• Extension of the empathy process
• Refine POV
• Reveals Unexpected insights
 Adopting an open mind is essential in this stage
 FIVE STEPS OF DESIGN THINKING
It is important to note that the five phases/stages/or modes are not always sequential.
They do not have to follow any specific order.
What’s more, they can often occur in parallel and repeat iteratively. As such, you
should not envision the phases as a hierarchal or step-by-step process.
Instead, you should understand it as an overview of the modes or phases that
contribute to an innovative project, rather than sequential steps.

63
Thank You
WHAT ARE TYPES OF THINKING AND WHY IS IT IMPORTANT?
 Ever wonder why two people equipped with the same knowledge and background
may offer different approaches to solving the same problem?.
 The way one approaches problems and solutions tends to rely a lot on “how” the brain
functions in managing and processing information, and a lot less with the facts
presented.
 The type of thinking style that you’ve adopted to work for you dictates the quality of
your outputs, outcomes, and future.
 In this article we will explore seven most common types of thinking such as Creative
thinking, Analytical thinking, Critical thinking, Concrete thinking, Abstract thinking,
Divergent thinking and Convergent thinking
Creative thinking: An ability to conceive new and innovative ideas by breaking from
established thoughts, theories, rules, and procedures. People who use this thinking often
hear that they “think outside the box”.

65
TYPES OF THE THINKING PROCESS
 Analytical thinking: An ability to separate a whole into its basic parts in order to
examine the parts and their relationships. People with this type of thinking are great
problem-solvers and have a structured and methodical way of approaching tasks.
 Critical thinking: The process of exercising careful evaluation or judgment. Critical
thinkers do this in order to determine the authenticity, accuracy, worth, validity, or
value of something. Rather than strictly breaking down information into parts, critical
thinkers explore other elements that could have impacted conclusions.
 Concrete thinking: Often, these types of thinkers prefer to think, comprehend and
apply factual knowledge. It is about thinking of objects or ideas as specific items,
rather than as a theoretical representation of a general concept. It involves practical
thinking only, always literal, and to-the-point.

66
TYPES OF THE THINKING PROCESS
 Abstract thinking: An ability to relate seemingly random things with each other and
make the connections that others find difficult to see. People with this type of thinking
pay attention to the hidden meanings behind things relating them to other items,
events, or experiences. Abstract thinkers usually can observe things as theories and/or
possibilities.
 Divergent thinking: This mindset takes the path of exploring an infinite number of
solutions to find one that is effective. So, instead of starting off with a set number of
possibilities and converging on an answer, divergent thinkers go as far and wide as
necessary and move outwards in search of the solution.
 Convergent thinking: A process of combining a finite number of perspectives or
ideas to find a single solution. Convergent thinkers will target these possibilities, or
converge them inwards, to produce a solution.

67
PRACTICE SESSION 3
Design Thinking Process
 Teamwork:
 Perform all steps of design thinking using appropriate
tools and methods for a single “Wicked Problem”
 Assignment:
1. Complete all DT process steps and demonstrate the
prototypes (using storytelling/ppt) in next practice session
2. Write examples for each types of thinking processes
discussed in the theory
3. Draw an evolution timeline of any
technology/science/art/etc.

68