Understanding Design

Thinking
A Human-Centered Innovation

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Table of
01 Introduction to Design Thinking

02 Importance of Design Thinking

Contents 03 Empathize Phase

04 Define Phase

05 Ideate Phase

06 Prototype Phase

07 Test Phase

08 Wicked Problems

09 Case Studies

10 Desirability

11 Feasibility

12 Viability
 1

Introduction to Design
Thinking
What is it?

• Design thinking is a non-linear, iterative process used by teams to

understand users, challenge assumptions, and redefine problems.

• It aims to create innovative solutions by prototyping and testing and is

essential for tackling ill-defined or unknown problems.

• The five phases of design thinking include Empathize, Define, Ideate,

Prototype, and Test.

• These phases enable teams to understand user needs and develop creative
solutions effectively.

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Importance of Design
Thinking
Why it matters

• Design thinking is a human-centered approach to innovation,

integrating people’s needs, technology’s possibilities, and business
success.

• It fosters innovation and helps companies remain competitive in a rapidly

changing environment.

• Cross-functional teams collaborate to understand user needs and create

impactful solutions.

• The process encourages creativity and effective problem-solving, essential

for tackling wicked problems.

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Empathize Phase
Understanding users

• The empathize phase focuses on gaining a deep understanding of

end users.

• Teams engage with users through interviews, observations, and

experiences to gather insights.

• Empathy helps uncover users’ needs, pain points, and behaviors that drive
their actions.

• This phase lays the foundation for developing solutions that truly resonate
with users.

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Define Phase
Clarify the problem

• In the define phase, teams synthesize insights gathered during the

empathize phase.

• They define clear problem statements based on user needs and challenges
identified.

• A well-defined problem statement guides the ideation process by providing

focus and direction.

• This phase ensures the team addresses the right problem, essential for
successful solutions.

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 5

Ideate Phase
Generate ideas

• The ideate phase involves brainstorming and generating a wide

range of ideas to solve the defined problem.

• Teams are encouraged to think creatively and push boundaries to explore

innovative solutions.

• Ideas are evaluated for feasibility, desirability, and viability before moving
to the next phase.

• This phase harnesses collective creativity to identify the best potential

solutions.

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Prototype Phase
Build to learn

• In the prototype phase, teams create scaled-down versions or

models of their ideas.

• Prototyping allows teams to explore different solutions and learn from

their interactions with them.

• It helps identify strengths, weaknesses, and areas for improvement before

full-scale implementation.

• This iterative process refines ideas into viable solutions ready for testing.

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Test Phase
User feedback

• The test phase involves sharing prototypes with users to gather

feedback and insights.

• User feedback is critical for refining and improving solutions, ensuring they
meet user needs.

• Teams iterate based on feedback, making necessary adjustments to

enhance the final product.

• This phase ensures the solution is user-centered and effectively addresses

the defined problem.

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Wicked Problems
Complex challenges

• Wicked problems are complex issues with no clear solution,

requiring innovative approaches.

• Design thinking helps teams tackle wicked problems by encouraging

creative, out-of-the-box thinking.

• The iterative nature of design thinking is ideal for navigating the

complexities of wicked problems.

• This approach demands immediate action, constant iteration, and

user-centered solutions.

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Case Studies
Real-world examples

• Companies like Google, Apple, and Airbnb use design thinking to

drive innovation and solve complex problems.

• These organizations employ design thinking to create products and services

that meet user needs effectively.

• Case studies highlight how design thinking can be applied across various
industries successfully.

• Real-world examples demonstrate the practical benefits and impact of

design thinking methodology.

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Desirability
User needs

• Desirability in design thinking focuses on understanding and

meeting the needs, dreams, and behaviors of users.

• Teams listen with empathy to grasp what people truly want, not just
perceived needs.

• Solutions are developed from the end user's perspective to ensure they
resonate and provide value.

• This user-centered approach is crucial for creating desirable and impactful

solutions.

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Feasibility
Technical viability

• Feasibility examines whether it is technically possible to build the

proposed solution.

• Design teams assess available technologies and resources to determine the

viability of their ideas.

• Feasibility ensures that the solution can be realistically implemented and

scaled as needed.

• This criterion aligns innovative ideas with technical capabilities for

successful execution.

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Viability
Business success

• Viability assesses whether the solution can be profitable and

sustainable for the organization.

• Economic viability ensures that the solution aligns with business goals and
market demands.

• This phase involves evaluating the financial aspects to ensure long-term

success and sustainability.

• Viability integrates innovation with business strategy, ensuring the solution

benefits the company.

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