BUS 4055: Business Design & Design Thinking

AtKlass Code: NGB6

Kevin Brennan, M.Mgt.

– Objective: Define Design Thinking
and its relevance in business research.
– Content:
– Human-centered, iterative approach to
problem-solving.
– Emphasis on empathy, creativity, and
experimentation.
– Brief overview of the Design Thinking
stages: Empathize, Define, Ideate, Pro‐
totype, and Test.
– Goal: Set the foundation for under‐
standing Design Thinking’s role in
process redesign.

Photo by Krisztian Tabori on Unsplash

“Design is not just what it looks like and feels like. Design is
how it works.”

Steve Jobs

Why Design Thinking Matters in Business

– Objective: Explain the importance of Design Thinking for business.
– Content:
– Emphasis on user-centered design, focusing on real human needs.
– Enables organizations to innovate by understanding and solving core problems.
– Empowers teams to approach challenges creatively, iteratively, and empathetical‐
ly.
– Goal: Highlight why Design Thinking is essential in today’s customer-centric busi‐
ness environment.
The Design Thinking Stages
– Objective: Introduce the five stages of
Design Thinking.
– Content:
– Empathize: Understanding users’
needs and challenges.
– Define: Identifying and articulating the
core problem.
– Ideate: Brainstorming creative solu‐
tions.
– Prototype: Creating representations of potential solutions.
– Test: Refining solutions through user feedback.
– Goal: Give a high-level view of the Design Thinking framework.

Empathize

Building a Deep Understanding of

Users
– Objective: Explore the purpose of the
Empathize stage.
– Content:
– It is important to understand user per‐
spectives, goals, and challenges.
– Role of empathy in creating solutions
that resonate with users.
– How empathy-driven research lays the
groundwork for all subsequent stages.
– Goal: Lay the foundation for research-driven empathy.

Qualitative Research for Empathy Building

– Objective: Explain qualitative methods
used in the Empathize stage.
– Key Methods: Interviews, focus
groups, ethnographic observation.
– Content:
– Using interviews and focus groups to
capture user stories.
– Ethnography for observing real-time
user behaviour in their environment.
– Capturing nuanced perspectives on pain points and unmet needs.
– Goal: Show how qualitative research builds a deep understanding of user needs.
 Define

Framing the Problem Based on

Insights
– Objective: Explain the Define stage’s
role in synthesizing empathy-driven in‐
sights into a clear problem statement.
– Content:
– Consolidating research findings to ar‐
ticulate a specific problem.
– Ensuring that the problem reflects real
user needs and aligns with business ob‐
jectives.
– It is important to frame a focused, ac‐
tionable problem that directs ideation.
– Goal: Emphasize how defining the
Photo by Jessica Pamp on Unsplash right problem sets the stage for effective
solutions.

Tools for Defining the Problem

– Objective: Introduce tools used to frame the
problem effectively.
– Content:
– Customer Journey Maps: Visualizing the
end-to-end user experience.
– Empathy Maps: Summarizing what users say,
think, feel, and do.
– Personas: Creating detailed profiles of typical
users to highlight specific needs.
– Goal: Provide practical tools for turning quali‐
tative insights into a focused problem definition.
Creating “How Might We” Statements
– Objective: Explain “How Might We”
(HMW) statements as a bridge between
problem definition and ideation.
– Content:
– Framing challenges as opportunities:
“How might we improve the registration
process to be more intuitive?”
– Ensuring HMW statements are broad
enough to inspire creativity but focused enough to be actionable.
– Examples of effective HMW statements in the context of process improvement.
– Goal: Demonstrate how HMW statements encourage creative exploration of so‐
lutions.

Ideate – Generating Creative

Solutions
– Objective: Explore the Ideate stage
and its goal of creating diverse solutions.
– Content:
– Using brainstorming to generate a
wide range of ideas.
– Emphasizing quantity over quality ini‐
Photo by FORTYTWO on Unsplash
tially to open up possibilities.
– Importance of drawing on empathy
and research insights to ensure relevance.
– Goal: Show how ideation encourages out-of-the-box thinking informed by user
needs.

Brainstorming Techniques for Ideation

– Objective: Introduce techniques that facilitate effective ideation.
– Content:
– Brainstorming: Generating numerous ideas in a non-judgmental space.
– Mind Mapping: Visualizing relationships and connections between ideas.
– SCAMPER: Using prompts to challenge assumptions and explore alternatives.
– Goal: Equip students with ideation techniques to develop innovative solutions.
Data-Informed Ideation
– Objective: Discuss the importance of
balancing creativity with data-driven in‐
sights.
– Content:
– Using data from empathy research to
guide ideation towards realistic, relevant
solutions.
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– Avoid assumptions by anchoring ideas
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to actual user needs and pain points.
– Examples of insights guiding ideation:
“Users find the payment step confusing; what ideas simplify this?”
– Goal: Illustrate how research insights keep ideation grounded in user needs.

Prototype

Translating Ideas into Tangible

Solutions
– Objective: Introduce prototyping as a
way to make ideas tangible and testable.
– Content:
– Purpose of prototypes: quickly trans‐
Photo by Gautam Lakum on Unsplash late concepts into something users can
experience.
 – Types of prototypes: low-fidelity (e.g., sketches) and high-fidelity (e.g., interactive
wireframes).
– Prototyping as a tool for iterative learning and improvement.
– Goal: Show how prototypes bring ideas to life in a low-risk, experimental way.

Creating Low-Fidelity Prototypes

– Objective: Explain the benefits of low-
fidelity prototypes.
– Content:
– Low-fidelity prototypes as quick, flexi‐
ble tools for initial testing.
– Examples: sketches, storyboards, and
https://blog.prototypr.io/vr-paper-prototyp‐
basic wireframes.
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– Gathering early feedback without
heavy resource investment.
– Goal: Encourage the use of low-fidelity prototypes to test ideas early and afford‐
ably.

Using High-Fidelity Prototypes for Deeper Testing

– Objective: Describe the role of high-
fidelity prototypes in the design process.
– Content:
– High-fidelity prototypes as more realis‐
tic, detailed representations.
– When to use high-fidelity prototypes:
for complex interactions or near-final
testing.
https://blog.prototypr.io/ui-ux-case-study-
– Methods to create high-fidelity proto‐
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types: digital mockups, interactive tools.
– Goal: Show how high-fidelity proto‐
types provide a deeper, more realistic testing environment.

Testing

Validating Solutions with User Feedback

– Objective: Explain the Testing stage’s goal of refining solutions based on user
feedback.
– Content:
– Testing as a validation stage where assumptions are checked and solutions re‐
fined.
– Emphasis on gathering qualitative and quantitative feedback to understand user
responses.
– Iterative process: testing, refining, and re-testing until solutions meet user needs.
– Goal: Highlight the importance of testing to ensure solutions align with user ex‐
 pectations.

Photo by National Cancer Institute on Un‐

splash

Qualitative Methods for Testing

– Objective: Explain the role of qualita‐
tive methods in solution testing.
– Content:
– Conducting usability testing sessions
to gather in-depth feedback.
– One-on-one interviews to explore user
reactions, preferences, and pain points.
– Observing user behaviour to identify
areas where solutions may need refine‐
ment.
– Goal: Show how qualitative methods
reveal the “why” behind user reactions.

Photo by charlesdeluvio on Unsplash

Quantitative Testing Methods
– Objective: Introduce quantitative
methods for evaluating solutions in the
Testing stage.
– Content:
– Use of metrics (e.g., task completion
time, error rates) to measure usability.
– A/B testing to compare alternative so‐
lutions and determine the most effective.
– Analyzing quantitative data to make
objective, data-driven decisions about
Photo by National Cancer Institute on Un‐
improvements.
splash
– Goal: Show how quantitative testing
provides measurable insights into solu‐
tion effectiveness.

Mixed Methods in Testing

Gaining Comprehensive Feedback

– Objective: Discuss the value of mixed
methods in testing and refining solutions.
– Content:
– Combining qualitative feedback (e.g.,
user interviews) with quantitative met‐
rics.
– Examples of mixed-method testing:
usability testing with follow-up surveys.
– Mixed methods as a way to gain both
broad and deep insights into solution ef‐
Photo by Towfiqu barbhuiya on Unsplash
fectiveness.
– Goal: Demonstrate how mixed meth‐
ods provide a well-rounded evaluation.

Iterative Testing and Refinement

– Objective: Emphasize the iterative na‐
ture of testing in Design Thinking.
– Content:
– Continuous refinement through suc‐
cessive rounds of testing.
– How each iteration brings the solution
closer to an optimal fit for user needs.
– Importance of flexibility and willingness
to adapt based on feedback.
– Goal: Reinforce the value of iteration in creating a polished, user-centered solu‐
 tion.

The Role of Qualitative and Quantitative Research in Design

Thinking
– Objective: Review the importance of
research methods in Design Thinking.
– Content:
– Qualitative Research: Captures in-
depth user insights essential for empa‐
thy and problem definition.
– Quantitative Research: Provides ob‐
jective data to validate ideas and mea‐
sure effectiveness.
– Mixed Methods: Ensures a balanced
Photo by UX Indonesia on Unsplash
approach, leveraging the strengths of
both qualitative and quantitative data.
– Goal: Emphasize how research drives each stage of Design Thinking and en‐
hances solution relevance.

Key Takeaways from Design Thinking

1. Empathy
Understanding the user deeply to create relevant solutions.

2. Problem Definition
Framing challenges clearly to guide ideation.

3. Creative Ideation
Generating diverse ideas with a foundation in user needs.

4. Prototyping and Testing

Iteratively refining ideas based on user feedback.

5. Iterative Process
Learning and adapting at each stage to achieve optimal solutions.
– Goal: Reinforce the foundational principles of Design Thinking in user-centered
problem-solving.

Common Challenges in Applying Design Thinking

– Objective: Discuss challenges often faced when implementing Design Thinking
 in organizations.
– Content:
– Resistance to change, balancing cre‐
ativity with structure, gathering buy-in.
– Common issues in each stage, such
as ambiguity in Empathize and Define.
– Examples of specific challenges en‐
countered in process redesign.
– Design Thinking is widely used for its
human-centered approach, but it has
limitations.
– Critiques often focus on its oversimpli‐
fication, superficiality, and issues with
practical implementation.
– Goal: Encourage critical thinking about
when and how to use Design Thinking
effectively.

Photo by Pulkit Pithva on Unsplash

Superficiality and Lack of

Depth
– Critique: Design Thinking can some‐
times promote quick fixes over deep,
systemic solutions.
– Points:
– Emphasis on rapid ideation and proto‐
typing may lead to surface-level solu‐
tions.
– Criticized for not diving deeply into
complex issues, especially in large-scale
systems.
– Example: When used for societal or
organizational issues, Design Thinking
can miss the root causes by focusing on
isolated user experiences.

Lack of Practical Application

– Critique: Design Thinking can be challenging to implement effectively in real-
world settings.
 – Points:
– Lack of clear, measurable outcomes
can make it difficult to evaluate success.
– Often viewed as a “catch-all” approach
without concrete steps for execution.
– Some companies report issues with
translating the ideas from workshops
into actionable business strategies.
– Example: After brainstorming and
ideation, organizations may struggle to
connect these ideas to feasible projects.

Oversimplification of Com‐
plex Problems
– Critique: Design Thinking can over‐
simplify the design process, especially
with complex, multi-faceted challenges.
– Points:
– Encourages breaking down problems
into simplified components, which may
overlook interconnected systems.
– Steps can feel linear, despite the iterative nature of true problem-solving.
– Risk of overlooking cultural, political, and systemic factors that influence complex
problems.
– Example: Social issues like public health or education reform may require more
nuanced approaches than Design Thinking can provide.

Reliance on “Empathy” as a
Catch-All Solution
– Critique: Over-reliance on empathy
can sometimes lead to biased solutions
that don’t represent all perspectives.
– Points:
– Empathy-driven design often assumes
that designers can fully understand user
needs, which may not be accurate.
– Limited user research can lead to “de‐
signing for one” rather than inclusive so‐
lutions.
– May exclude or underrepresent mar‐
ginalized groups or stakeholders.
– Example: In community projects, prioritizing the perspective of one user group
might overlook the needs of others.
Strategies for Overcoming Design Thinking Challenges
– Objective: Provide practical strategies
for overcoming Design Thinking chal‐
lenges.
– Content:
– Fostering a culture of experimentation
and open-mindedness.
– Using research insights to build stake‐
holder support.
– Leveraging iterative prototyping to
demonstrate tangible progress.
Photo by Felix Mittermeier on Unsplash
–
– Combine Design Thinking with other
methodologies for deeper, systemic solutions (e.g., systems thinking).
– Implement robust metrics to evaluate outcomes and success.
– Avoid over-simplifying and recognize the limits of empathy as a design tool.
– Emphasize real-world testing and practical application to move beyond ideation.
– Goal: Equip students with solutions to apply Design Thinking effectively in their
work.

Practical Tips for Using Design Thinking in Projects

– Objective: Provide practical tips for
implementing Design Thinking in stu‐
dents’ projects.
– Content:
– Start small: Begin with low-fidelity pro‐
totypes to test concepts quickly.
– Be open to change: Use feedback to
adapt ideas iteratively.
– Balance creativity with research: Use
data as a foundation for brainstorming.
– Encourage collaboration: Involve di‐
Photo by Suzi Kim on Unsplash
verse perspectives for richer insights.
– Goal: Give actionable advice for apply‐
ing Design Thinking effectively in future projects.

Q&A and Closing Thoughts

AtKlass Code NGB6

– Objective: Open the floor for questions and provide final closing thoughts.
– Content:
– Invite students to ask questions or share reflections on Design Thinking.
– Encourage students to apply Design Thinking in their upcoming projects and con‐
sider it in everyday problem-solving.
– Remind them that design thinking is a flexible framework that is adaptable to vari‐
ous challenges.
–
– Emphasize the importance of empathy, iteration, and evidence-based deci‐
sion-making.
– Highlight the power of combining creativity with research insights.
– Encourage students to apply Design Thinking principles to foster innovation in
their future careers.
– Goal: End the lecture engagingly, ensuring all questions are addressed.