Diving into the Design Thinking process in Okinawa. Using tools to define problems and the users affected by them.

1. Kyued Up
Empathize + Define
2.22.14

2. Reminder

3. 35
days
and counting…..

4. +Feedback
+Presentations
Local Experts
Feedback
Different Topics

5. Refresher

6. Write down the steps in the Design
Thinking Process

7. Design Thinking Process

8. E
D
I
P
T
Empathize
Define
Ideate
Prototype
Test

9. E
Empathize
Why: To find out current user
experiences, needs, motivations, emotions
and values

10. D
Define
Why: To narrow down what we will focus on

11. I
Ideate
Why: To come up with solutions based on
empathy and our problem definition

12. P
Prototype
Why: To evolve the idea

13. T
Test
Why: To find out current user
experiences, needs, motivations, emotions
and values

14. Customer Discovery

15. http://designthinking.co.nz/design-thinking-in-a-day/

16. https://www.udacity.com/ Lean Launchpad

17. https://www.udacity.com/ Lean Launchpad

18. Value Proposition Canvas

19. E
Empathize
Why: To find out current user
experiences, needs, motivations, emotions
and values
How: Have people tell us their experiences.

20. Observe
Engage
Immerse

21. Observe
More than people-watching
Hypothesize why they are acting a certain way
Least interaction, but still powerful

22. Questions to ask yourself
What is this person(s) doing?
How are they doing it? (body language)
Why are they doing it this way?

23. Techniques
Photograph the area
(lighting, movements, other actors)
Use camera phone to record video
Stay longer than feels comfortable

25. Engage
Do not ask for solutions
Encourage to tell stories
Very challenging, but very effective

26. Questions to ask user
Open-ended questions (not yes/no)
Keep them on track
Use tools (journey map)
Dig Deeper (5 Why’s)

27. Refresher: Journey Map
Tool for conversation
Understand pains/gains
Used last Tuesday

28. Learn more about building journey maps at http://www.shmula.com/customer-journey-map-continuous-improvement/10494/

29. http://engagingplaces.files.wordpress.com/2013/09/customer-journey-map-exploratorium.png

30. Techniques for Engagement
Divide tasks (interviewer + note-taker)
Keep them on track
Do not overwhelm

31. Immerse
Live the experience yourself
Amazing insights
IDEO/SSM De Paul Health Center

33. http://www.ideo.com/work/depaul-health-center/

34. “With a video camera tucked discreetly beneath his hospital
gown, Kristian captured a patient’s experience in a way that
no surgeon, nurse, or ambulance driver could possibly have
done… As they sat through minute after tedious minute of
acoustic ceiling tiles, look-alike hallways, and featureless
waiting areas… It triggered in each of them the mix of
boredom and anxiety that comes with being in a situation in
which one feels lost, uninformed and not in control.”
-- Tim Brown, Change by Design

35. Benefits
 Real actions vs. reported behavior
 Nonverbal cues
 Stimulates comments about
intangibles, such as smells
 Not limited by user’s mindset
 Does not interrupt flow

36. Plan
Common
understanding
of challenge
Observe
Gather relevant
user data and
empathic
understanding
Synthesize
Communicate
the collected
data in the team.
Compress using
Personas and
Mind Mapping.

37. D
Define
Why: To narrow down what we will focus on
How: Choose the who, what and why

38. Mind Map
Persona
Research

39. Mind Map
Share stories as a group
Use sharpies and post-its to fill up quadrants
Question the story
Goal: to find insights

41. Persona
Fictional characters used to represent different
types
Synthesized from direct observation
Easy to communicate

42. Basic
Demographics
•
•
•
•
Name
Age
Occupation
Lifestyle
http://www.servicedesigntools.org/tools/40

43. Try to Answer
• What does
he/she want?
(wants/needs)
• What are the
biggest
obstacles?
(constraints)

44. Learn by Doing
You don’t learn to walk by following rules. You learn
by doing and falling over.
- Richard Branson

45. Sample Problem
• Newcomers that move to a new
location find unknown
ingredients, and don’t know what
to do with them.

46. insights
“I’d love to
learn more!!”
“I’m a Romanian living here now full-time
and definitely interested in learning to
cook better Catalan food.”
The best market seems to
be expats at the start of
their first 6-12 months

47. Think of new Issue/Challenge

48. Think of new Issue/Challenge
Pitch it

49. Think of new Issue/Challenge
Pitch it
Form Groups

50. Think of new Issue/Challenge
Pitch it
Form Groups
Plan

51. Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Observe

52. Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Observe
Insights

53. Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Observe
Insights
Present

54. Assignment
• Empathize
– Use multiple tools to Observe, Engage, or Immerse
– Provide evidence
– Get to know the WHO well
• Define
–
–
–
–
Talk about perspectives with group
Gather and cluster insights
Create an empathy map and persona
Assess and update Problem Statement

55. Planning Customer Discovery
1. Focus: What do you want to
learn?
Use Problem Statement phrasing.
_________________________________
_________________________________
_________________________________
2. Context: Where does focus
take place?
Identify where will you observe activities/have
conversations
3. People: From whom do you
want to learn?
List 5 key criteria that define the participants you
seek.
4. Key Questions: Within the focus
statement what do you want to
answer?
What are you curious about and how will you ask
questions to reveal more information?
5. Research Plan: Who will do
what?
List specific activities and assignments.

56. Creating a Persona
1. Demographics
Stage in career, Age, Gender, etc..
2. Common Tasks
3. Unique Aspects
4. Picture/Drawing
To remember dress/posture/etc.
5. Motivations
6. Frustrations

57. Creating a Mind Map