DESIGN THINKING

6. TEST

GEMA 2020-2021
Robin TIVY

robin.tivy.int@groupe-gema.com
DESIGN
THINKIN
G
IS
MESSY!
The five stages of Design Thinking — Empathise, Define, Ideate,
Prototype and Test — are not meant to be sequential steps to be taken
as the project progresses. Instead, they are “modes” that you can take
on during each phase of your project (sometimes in parallel or in
iterative loops), as and when they would facilitate the most learning
and value.

Whatever stage you are at now – it’s ok. It’s Normal. Do not stress.
TEST
• This phase is also called as 'Execute’. This is the phase where the final
solution is tested on a full scale basis. The idea that seems the best
according to the feedback of the customers and end users in the prototype
phase will be executed. In this step, the design thinkers are supposed to
be collaborative and agile.
• Testing will help to understand what actually works and what does not.
This step can be the most rewarding, if the prototypes succeed to give
positive results, or can be the most annoying, if the prototype fails.
• After testing, the entire process of design thinking may have to be
repeated. If the end user approves the solution, then the process of design
thinking stops here.
“Prototype as if you know you’re right, but test as if you know you’re wrong.”
• Think of the test step as an extension of the empathy process. The
prototype serves as a conversation starter to gain an even more in-
depth understanding of the pain points someone experiences in the
context of the problem being solved. Put the prototype in front of
people who might use it one day to get feedback on whether or not it
solves their problem.

• Now’s the time to revisit the problem statement and make sure the
end solution is meeting those needs and resolving frustrations. By
testing, we’re seeking to learn if we’ve made an impact on the way
someone feels about the problem at hand.
• Have we improved upon what already exists? Is our solution
compelling enough to change someone’s behaviors?
Iterate Phase

If the end-user is not satisfied with the results, the design thinker will
need to frame a new problem definition by incorporating the insights
from the last Test phase and will have to again empathize in a better
way with the end user.
Ideate process will be repeated, followed by prototyping and another
round of Testing.
If Test phase fails to give positive results again, another round of
iteration will have to be done. This way, the process of design thinking
can stretch infinitely as well.
Remember that you are testing
the prototype, not the user. Your
prototype should be designed with
a central question in mind — a
question that you will put to the
test during the testing
stage. Make sure your users know
what the prototype and test is
about, but do not over-explain
how the prototype works.
• Context and scenario
As much as possible, try to recreate
the scenario in which your users are
most likely to be using the product.
This way, you can learn more about
the interaction (or disruptions)
between the user, the prototype and
the environment, as well as how
problems might arise as a result of
that interaction.
• How you observe and capture
feedback
While collecting feedback, make
sure you are not disrupting the
user’s interaction with the
prototype. Find a way to collect
feedback in a way that freely allows
you to observe what is happening
(for example, by having a partner in
the test, or by recording an audio
or video of the test).
 5 Guidelines when Planning a Test
1.Let your users compare alternatives

Create multiple prototypes, each with a change in

variable, so that your users can compare prototypes
and tell you which they prefer (and which they don’t).
Users often find it easier to elucidate what they like and
dislike about prototypes when they can compare,
rather than if there was only one to interact with.

2.Show, don’t tell: let your users experience the

prototype

Avoid over-explaining how your prototype works, or

how it is supposed to solve your user’s problems. Let
the users’ experience in using the prototype speak for
itself, and observe their reactions.
3.Ask users to talk through their experience
When users are exploring and using the prototype, ask
them to tell you what they’re thinking. This may take
some getting used to for most users, so it may be a good
idea to chat about an unrelated topic, and then prompt
them by asking them questions such as, “What are you
thinking right now as you are doing this?”

4.Observe
Observe how your users use — either “correctly” or
“incorrectly” — your prototype, and try to resist the urge
to correct them when they misinterpret how it’s
supposed to be used. User mistakes are valuable learning
opportunities. Remember that you are testing the
prototype, not the user.

5.Ask follow up questions

Always follow up with questions, even if you think you
know what the user means. Ask questions such as, “What
do you mean when you say ___?”, “How did that make
you feel?”, and most importantly, “Why?”
When you don’t have the option of first-hand contact with the people you’re designing for, you
might start by going online to find products or services similar to yours, and look for the following:
• FAQ pages
• Blog comments
• App reviews
• Forum discussions
• Testimonials
• Social media comments and questions
• Amazon or Yelp reviews and ratings
(https://www.rd.com/list/spot-amazon-fake-reviews/)

This kind of online, secondary research is valuable and far better than not doing any user
research at all.
So even if your users are not directly accessible to you, like for example there is a global
pandemic and you have limited interaction with other peole and have a curfew
mandated by the government do some investigations online to learn all you can about
them, what they expect from, and how they engage with offerings similar to yours.
The real test of your innovation: IS IT
DESIRABLE, VIABLE, AND FEASIBLE?
 Desirability

Desirability relates to the focus on people; it’s what puts the “human”
in human-centered design. If a solution is to be desirable, it has to
appeal to the needs, emotions, and behaviours of the people we are
designing for.
Feasibility is about technology.
Is your design solution technically
possible, or does it depend on a
technology that’s yet to be invented (or
good enough for regular use)?

While we should never base designs on

technical/social organization
specifications, our design solutions need
to be practical and implementable
without incurring huge costs.
Is there an appropriate business model behind your solution, or would it
collapse after a few years without investor or donor contributions?
Design Thinking is not about making a profit, but good design solutions
should always be self-sustaining.
viability
will your design solution work as a business? 
Bussiness Model Canvas
This handy worksheet can help you think through some key aspects of a
social enterprise, service, or business.

Sit down with your team and start to fill out the sections of the
Business Model Canvas. When you fill it out the first time, expect for
there to be holes. It’s okay not to know exactly how everything will
work, you may need to pause from it as you get new info.

• https://www.strategyzer.com/canvas/business-model-canvas
Testing Ressources
• Matrix, S., 2021. Chapter 05: Test. [online]
Innovationbydesign.pressbooks.com. Available at:
<https://innovationbydesign.pressbooks.com/chapter/test/>
[Accessed 15 January 2021].
• Designkit.org. 2021. Design Kit. IDEO [online] Available at:
<https://www.designkit.org/> [Accessed 15 January 2021].
• Stanford d.school. 2021. Stanford D.School. [online] Available at:
<https://dschool.stanford.edu/> [Accessed 15 January 2021].