5. What's common to these?
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Mouse
Airbnb
Hippo water roller
6. What is Design Thinking
Tim Brown of IDEO has one of the best definitions
of design thinking. He describes it as
“a discipline that uses the designer’s
sensibility and methods to match people’s
needs with what is technologically
feasible and what a viable business
strategy can convert into customer value
and market opportunity1.”
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7. When it can be applied
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8. Where Design Thinking is used
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Design Thinking Linear Analytic
Is the problem Human-centered? Deep understanding of the actual people
(users) involved is both possible and
important
There are few human beings involved in
the problem or solution
How clearly do you understand the
problem itself?
We have a hunch about the problem
and/or opportunity, but we need to
explore
We understand the problem clearly and
are sure we’re solving the right one
What’s the level of uncertainty? There are many unknowns, and past data
is unlikely to help us
The past data is a good predictor of the
future
What’s the degree of complexity? There are many connecting and
interdependent facets of the problem;
it’s hard to know where to start
The path to solving the problem is clear,
and analytic methods have succeeded in
solving similar problems in the past
What data is already available to you? There is very relevant existing data to
analyze
There are several clear sources of
analogous data
What’s your level of curiosity and
influence?
I’m excited to explore more The problem feels routine to me
16. 5 Stages in the Design
Thinking Process
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17. Design Thinking Process
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EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Learn about
the audience
for whom
you are
designing, by
observation
and
interview.
Who is my
user? What
matters to
this person?
Create a
point of view
that is based
on user
needs and
insights.
What are
their needs
Brainstorm
and come up
with as many
creative
solutions as
possible.
Wild ideas
encouraged!
Build a
representati
on of one or
more of your
ideas to
show others.
How can I
show my
idea?
Share your
prototyped
idea with
your original
user for
feedback.
What
worked?
What didn’t?
20. What is Empathy?
In a general sense, empathy is our
ability to see the world through other
people's eyes, to see what they see,
feel what they feel, and experience
things as they do.
2
0
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Empathize
22. Sympathy, a word often
confused with empathy, is
more about one's ability to
have or show concern for the
wellbeing of another, whereas
to sympathize does not
necessarily require one to
experience in a deep way what
others experience.
22
understanding vs. pity
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Empathy vs. Sympathy
23. Why empathy?
“Design Thinking, and in particular
empathy, is about creating solutions that
are sustainable and focused on all
pertinent areas that can affect us in the
long term.”
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25. Interview
• In innovation and business, interview means studying users in
ways that capture the full context of their experience, including
behaviours, attitudes, beliefs, and cultural meaning.
• The goal is to identify implicit needs that will help you create a
compelling new solution
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26. Interview
• Guidelines for interviewing process
• Orient, but don’t prime
• Ask short, factual questions
• Keep your questions open-ended and exploratory
• Get specific examples
• Walk backward, then forward
• Ask attitudinal questions last
• Document artifacts and tools
• Record the interview
• Listen for attitudes, values, beliefs
• Be curious about everything
• Show Empathy
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32. Problem Statement
1. Describe the ideal situation
2. and explain what problem is preventing your ideal situation
from happening
3. begin the problem statement with a verb, such as “Create”,
“Define”, and “Adapt”
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34. 5 Whys
• The vehicle will not start. (the problem)
• Why? - The battery is dead. (First why)
• Why? - The alternator is not functioning. (Second why)
• Why? - The alternator belt has broken. (Third why)
• Why? - The alternator belt was well beyond its useful service
life and not replaced. (Fourth why)
• Why? - The vehicle was not maintained according to the
recommended service schedule. (Fifth why, a root cause)
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35. • Point Of view (POV) is a meaningful and actionable problem
statement
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38. Brainstorm Rules
Large number of Ideas (quantity
rather than quality)
No limitation No criticism
Build on others ideas
Funny ideas, illogical ideas
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39. Words can kill Brainstorming
• Hard to implement
• Illogical
• We tried this before
• Doesn’t work in the country
• Don’t have enough money
• Hard to change
• Don’t have enough time
• Don’t have the good experience
• Right, but…
• It’s a stupid idea
• It’s impossible
• Don’t think it’s important
• The situation is good, we don’t
need to change
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41. Technique
• Define your Focus, Problem, Where you want new ideas
• Obtain a Random word
• Use the word to stimulate new ideas
• Establish a bridging idea
• Look for possibilities and new directions
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