Main takeaways: -What is Design Thinking for Product Development -Why Design Thinking is core to Customer Centricity -How to incorporate Design Thinking in Product Development

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Design Thinking for Product Development by
Amazon Sr PM

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5. R
a
hul Du
a
, Senior Product M
a
n
a
ger - Am
a
zon
DesignThinkingfor
ProductDevelopment
Discl
a
imer - Inform
a
tion sh
a
red in the session
a
re my person
a
l opinions, my current or p
a
st employers
a
re not responsible for
a
ny content/opinions expressed.

6. ALittleBitAboutMe
• 10+ years of experience in Technology and
Product Management
• Passionate about Product Management
• Curious about Digital Payments
• Interested in Technology Evolution
• Obsessed with Non Fiction Books
• Tinkering with new Apps and Gadgets
LinkedIn - https://www.linkedin.com/in/rahul~dua/
Who
a
re you
a
nd why sh
a
ll I listen to you?

7. KeyTakeaways
• DESIGN THINKING - What, Why, and How?
• DESIGN THINKING IN ACTION - Guiding Principles
• CONTINUE THE JOURNEY - Next Steps
Wh
a
t sh
a
ll I expect out of this session?

8. DesignThinking
Source- left image:Interaction Design Foundation, right image: Nielsen Norman Group
Wh
a
t is Design Thinking, c
a
n you sh
a
re
a
short summ
a
ry?

9. ProductDevelopment
• HUMAN CENTERED PROCESS
• CONTINUOUS PRODUCT DISCOVERY
• COLLABORATIVE, OPTIMISTIC, EXPERIMENTAL
“Good inventors and designers deeply understand their customer. They spend tremendous
energy developing that intuition….A remarkable customer experience starts with heart,
intuition, curiosity, play, guts, taste.” - Jeff Bezos, Shareholder Letter 2016
Why sh
a
ll I le
a
rn
a
bout Design Thinking?

10. DesignThinkingInAction
C
a
n we do
a
short c
a
se study
a
nd experience Design Thinking?

11. Empathise
• The last time you shopped online, did
you pay….?
• I assumed you did that because…..
is that correct?
• Is paying online di
ffi
cult for you?
• Would {insert your brilliant idea} make
paying online less painful?
• Did you try {your alternative thought}?
• Walk me though a typical online shopping
and payment experience?
• That’s really interesting, can you tell me
more about that experience?
• Would you change anything about that
experience?
• Can you go back on what you said about
[credit card] payment, sounded like
something happened there?
• What part of the payment journey makes
you feel wonder why you are doing that
step?
Wh
a
t kind of questions sh
a
ll we
a
sk the customers?

12. De
f
ine
• CUSTOMER JOURNEY MAPS
• HEAT MAPS with “POST ITs”
• PROCESS FLOW DIAGRAMS
• CUSTOMER INSIGHT STATEMENTS
• NORTH STAR STATEMENTS
How to org
a
nise wh
a
t we le
a
rned from customers?

13. Ideate
• HOW MIGHT WE? QUESTIONS
• BROAD THINKING
• DIVERGENT &
• CONVERGENT BRAINSTORMING
• DIVERSIFY THE IDEATING GROUP
Don’t fall in love with one idea or solution
Wh
a
t’s the next steps to come up with ide
a
s?

14. PrototypeandTest
• VALIDATE THE HYPOTHESIS
• SKETCH or MOCK UP
• STORY BOARD or WIREFRAMES
• LOW FIDELITY PROTOTYPES
• RAPID PROTOTYPING
Prototype early and often and keep it iterative
How sh
a
ll we v
a
lid
a
te our ide
a
s?

15. DesignThinkingExamples
C
a
n you sh
a
re some ex
a
mples where Design Thinking worked ?

16. IsittheEndortheBeginning
• EMBRACE YOUR BEGINNER’s MIND
• DO NOT GET CAUGHT UP ON
TOOLS, TRUST THE PROCESS
• PROBLEMS ARE JUST
OPPORTUNITIES FOR DESIGN
THINKING
If I c
a
n remember only 3 things, wh
a
t would th
a
t be?
KEEP EXPLORING! THANK YOU & TAKE CARE

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