1. CUSTOMER DISCOVERY
FRAMING THE CHALLENGE

2. “You're gonna have
to serve somebody,
Well, it may be the
Devil or it may be
the Lord
But you're gonna
have to serve
somebody”

3. d.
hasso plattner
Institute of Design at Stanford
d.
hasso plattner
Institute of Design at Stanford
d.
hasso platt
Institute of D
d.
An Introduction to Design Thinking
In One Hour
hasso plattner
Institute of Design at Stanford
d.
hasso plattner
Institute of Design at Stanford
d.
hasso p
Institut
d.

5. That was a
Problem Solving approach
to innovation...

6. Your Mission: Design something USEFUL & MEANINGFUL
(You are NOT
for your partner. Start by GAINING EMPATHY: designing a wallet.)
1) Interview 1:
2) Interview 2:
NOTES/SKETCHES:
NOTES/SKETCHES:
00:05 per person
00:03 per person
What stood out to you? What are you curious about?
What surprised you?
Ask your partner to introduce themselves to you by walking you
through the contents of their purse or wallet. Ask questions.
Go deeper. Find out more about your partner.
Forget about the wallet and dig for specifc stories.
INSIGHTS:
INSIGHTS:
00:01per person
00:01 per person
Swith roles & repeat Interview 1.
Swith roles & repeat Interview 2.

7. Articulate your current POINT OF VIEW:
3) Inventory possible NEEDS:
name
EMPATHY
4) DEFINE a Problem Statement:
name
NEEDS A WAY TO
things they are trying to do (needs):
user’s need
in a way that makes them FEEL
insight/meaning
ways they want to feel (insight/meaning):
[my problem statement]
00:03
00:03
to bring to the next page!

8. Ideate: generate alternatives to test.
5 Sketch 3-5 radical ways to meet your user’s needs. 5min
write your problem statement above
6 Share your solutions & capture feedback. 10min
(2 sessions x 5 minutes each)
Notes
d.
Switch roles & repeat sharing.

9. FEEDBACK
Synthesize Learning:
7) REFLECT to deepen your EMPATHY: 8) (RE)DEFINE your Problem Statement:
New things I’ve learned about my partner and his/her NEEDS:
name
NEEDS A WAY TO
user’s need
in a way that makes them FEEL
insight/meaning
New things I’ve learned about my SOLUTIONS and my
APPROACH to meet my partner’s needs:
[my problem statement]
to bring to the next page!
00:03
00:02

10. Iteration #2!
9) Generate a new SOLUTION
EMPATHY + PROTOTYPING + FEEDBACK
Sketch your big idea, note detail if necessary!
[put problem statement here]
00:03

12. RAPID PROTOTYPING + FEEDBACK
10) BUILD your solution.
Make something your partner can interact with!
[not here]
00:08
11) SHARE your solution + CAPTURE feedback.
+ [What worked...
- What could be improved...
? Questions...
00:05 per person
Swith roles & repeat sharing.
! Ideas...

13. BE MINDFUL of
your innovation process:
REFLECT
12) REFLECT on your design thinking process:
1. Was your final design the same or different than your ideal design?
2. Where did you get stuck?
3. When did you get your a-ha’s?
4. How did EMPATHY contribute to your design?
5. How did PROTOTYPING alternatives contribute to your design?
6. How did FEEDBACK contribute to your design?
7. How would you improve your process?
00:05

14. DESIGN IS A PROCESS:
collaborate
accept
EMPATHY
iterate
synthesize
DEFINE
TEST
stoke
show
PROTOTYPE
IDEATE
select

16. Image from “Business Model Generation” Osterwalder & Pigneur

18. ©2013 Slingshot Venture Development

19. PA R T 1 : W H Y ?

20. One Tribe
image by Dylan Walters flickr.com
- Same need
- Same selection criteria
- Same channels

21. • Who are your users?
• Job
• Needs
• Who are your customers?
• Budget
• Goals
• Current Solutions
• Advantages
• Disadvantage
• What is the gap?

22. GET OUT OF THE
BUILDING !