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Design Thinking Notes Mast Wale

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Design Thinking Notes Mast Wale

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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Design Thinking - A User/human-centered approach to innovation that

draws from a designer’s toolkit to integrate the needs of people, the


possibilities of technology & the requirements of business success’. It
encourages organizations to focus on the people they're creating for,
which leads to better products, services, and processes.

Open-ended, Open-minded, Iterative & Chaotic

Design: As per the industry. Diverse people, wide range of problems.

Thinking: As per sociology, psychology, culture

Dimension & Characteristic


Creativity (psychology)
Continued inventiveness
System vision
Human centeredness
Environmental centeredness
Bias for adaptability
Language as tool
Pre=disposition to multi-functionality
Self-governing practicality
No choice
Synthesis
Divergent & convergent thinking
Method & approach

Divergent - teams go wide to find insights and generate new ideas.


Create choice.
Convergent - teams narrow their focus by refining ideas and
synthesizing
Information. Make choices
Horizontal Thinking - It takes a creative and indirect approach to
solving problems; It observes phenomenon, the problem is to be explored
and validated, non-linear in nature, and the investigator moves to any
part of the process at any time. Eg Design Thinking
Vertical Thinking – It is more linear. It's used to solve well-defined
problems that require a systematic and logical approach. Vertical thinking
also involves analyzing information and following a structured path to
reach a solution. The problem is known and the method to solve it also
known. Eg. Six-sigma

Design Thinking framework


 Design thinking the people they're creating for, which leads to
better products, services, and has a human-centered core. It
encourages organizations to focus on processes. When you sit down
to create a solution for a business need, the first question should
always be what's the human need behind it?
 By employing design thinking, we pull together what’s desirable
from a human point of view with what is technologically feasible and
economically viable. It also allows those who aren't trained as
designers to use creative techniques, methods, and mindsets to
address a vast range of challenges
Design thinking can help:
 Understand unmet need
 Reduce risk
 Generate revolutionary risk
 Learn and iterate faster
 Collaborate better
 Applicable everywhere

The Creative Process


Multiple cycles of iteration – each phase takes closer to refined solution

Challenges identify constraints and evaluation


 Feasibility (Future/Present) (Technology)
 Viability (Business Models)
 Desirability (People)

Wrong process of DT cannot survive if the designer in not


thinking as per cultural habits

Phases of DT
1. Empathise – find stories and focus on emotion

Empathy Map
Empathy mapping can help you take what you learn from observing
human behavior and come away with actionable insights.
Observation – what people SAY What they THINK
Observation – what people DO What they FEEL

Empathy DT
 Observation
 Ethnography
 Interviews
 Question Asking
 Find the pain point of the user
 Find the touch point of the user
Empathize with Customers, Employees, and Other End Users

2. Define – find a unique frame and make a bold reference

 Form insights to define a challenge. Define the core problem that


team has identified up to this point.
 Analyze and Synthesis the information collected and created during
the first step and Frame Opportunity to Define the Problem
Synthesizing, analysing, and framing opportunities.

Tools for defining problem


1. User Journey -
2. Persona - Personas represent the different user types that might use your
service, product, site, or brand in a similar way. Personas help to understand
user in terms of his needs, experiences, behaviors and goals.
3. Empathy Map – explained above
4. Stakeholder Map –
o Core stakeholder is user
o Direct stakeholders(internal/immediate)
o Direct (connected/ local)
o Indirect stakeholders (external/system)
Example: Problem: An employee is unable to meet deadlines to
complete her part of the project. User – employee. Direct
stakeholder – supervisor. Direct stakeholder – client. Indirect
stakeholder – company.
5. How Might WE - [User . . . (descriptive)] needs [need . . . (verb)]
because [insight.. . (compelling)]. How Might We…?

3. Ideate – generate radical new concepts and suspend judgement


o Goal is to generate ideas for the problem that the team has
identified
Tools for Ideation
o Divergence – create ideas
 Brainstorming – Phase 1 setup, Phase 2 facilitation, Phase 3
follow up
 Idea Relationship Method – affinity diagram
 Describe Big Idea
 Process flow

o Convergence – narrow ideas. Make choices.


o Prioritising

Proceed or iterate back

4. Prototype – build to think and create no-resolution concepts


Prototypes provide a way to communicate your ideas by making
them tangible. They can take many forms, from a sketch to a
cardboard model
it allows you to get feedback from others and learn what’s working.
In the process of building a rough version of your idea, you may
even discover more ideas that you hadn’t thought of before.
Types:
o Low Fidelity –
 Pros – very basic, quick to build, cheap, disposable,
Instant changing and testing new, Minimal time, effort
and resources
Cons - lacks validity, lacks user control, lacks testing
with varied user. Eg – paper or plastic, drawing, sketch,
storyboarding, lego
o High Fidelity –
 Cons - can gather detailed feedback, more engaging
 Eg – sketch software, 3D model

5. Test – be curious and iterate forward

User Research
 Industry Analysis
o CAGR
o Opportunities
o Challenges
o Status – growing/stagnant
o Key player – national/international

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