This document provides an overview of the design thinking process, which includes 5 key steps: empathy, define, ideate, prototype, and test. It describes the goals and activities for each step. For example, in the empathy step the goals are to observe and engage with users through interviews and immersions. In the ideation step, the goal is to brainstorm ideas through techniques like deferring judgment and building on others' ideas. The overall process is iterative and allows refining solutions based on user testing.

1. David Kelley: How to build your creative confidence

2. Design Thinking
Ivy Guo
Stanford University

4. What is Design Thinking?

5. Process!

8. Any Difference?

9. human-Centered
Fast prototyping
Iteration

10. 5 steps
Linear? >
Not necessarily

12. WHAT is the mode?
Empathy is the foundation of a
human-centered design process~ ~
- Observe
View users and their behavior in
the context of their lives
- Engage
Interact with and interview users
through both scheduled and short
‘intercept’ encounters
- Immerse
Experience what your user experiences

13. Observe!
What How Why
Give them what they need, not what they want
Pay attention to emotional touches
Record it!

15. Interview!

16. - Prepare yourself
- Introduction
- Kickoff
- Build Trust
- Grand Tour
- Reflection
- Wrap-Up

17. Traveling ? Interests?

19. WHAT is the mode?
unpack and synthesize your empathy findings
into compelling needs and insights, and scope a
specific and meaningful challenge
～ ～
- How Might We
- POV
Point of View. Provides focus and
frames the problem
Inspires your team
- How Might We

20. User + Need + Insight = Point of View
(who) NEEDS TO (verb) B/C (insight)
POV
- Saturation
Put up post-its, pictures and other
artifacts that express the stories you heard
and saw in your observations
- Mapping
Lay out maps of relevant places or times
that you can identify the stories with.
E.g. Empathy Map.
- Grouping
Find common themes among your stories

21. How Might We
Smaller actionable pieces

23. WHAT is the mode?
Ideate is the mode during your design process
in which you focus on idea generation
～ ～
- Brainstorming
The intention of brainstorming is to
leverage the collective thinking of
the group, by engaging with each
other, listening, and building on
other ideas.

24. - Defer judgment
- Encourage wild ideas
- Build on the ideas of others
- Go for volume
- One conversation at a time
- Headline
RULESBrainstorming

26. - Prepare yourself
- Write fast & be visual
- Use humor and be playful
- Monitor and lead the
productivity of the brainstorm
- Know when to stop

28. Prototyping is getting ideas and explorations
out of your head and into the physical world
- Empathy gaining
deepen your understanding of the design
space and your user, even at a pre-
solution phase of your project
- Exploration
- Testing
- Inspiration
Inspire others (teammates, clients,
customers, investors) by showing your
vision
WHAT is the mode?
～ ～

30. Prototyping for Elmo's Monster Maker iPhone App
Keynote prototype

32. WHAT is the mode?
Testing is the chance to refine our solutions
and make them better
～ ～
- Refine prototypes and
solutions
- Learn more about users
- Test and refine POV

34. Testing with Users

35. - I LIKE
- I WISH
- WHAT IF
Reflection

36. Nolan's Cheddar Commercial Mouse

37. Ivy Guo
2013.5.31
Thank you!
Weibo:
illinoisivyguo@gmail.com
洛真如