“ The main tenet of design

thinking is empathy for the

people you're trying to
design for. Leadership is
exactly the same thing –
building empathy for the
people that you're entrusted
David Kelley, to help. “
Founder of IDEO
What is Design
Thinking?
 Design thinking is "a discipline
that uses the designer's sensibility
and methods to match people's
needs with what is technologically
feasible and what a viable business
strategy can convert into customer
value and market opportunity“.
Chief Executive Officer,
Tim Brown of IDEO
Design thinking,
• is a constant process of trying to find
innovative solution to problems
through deep understanding and
empathy of the target user.
• Involves the process of questioning
• Involve from the human insights that
people wanted to share and leverage
their assets hence the birth of “ shared
economy”
 What are the
principle about
design thinking?
1. HUMAN-CENTRICITY AND
EMPATHY

~ This is about
providing solutions
to problems that
focuses on human
needs and use
response.
2. COLLABORATION

~ The purpose of
design thinking is to
form a pond of
perspective and
ideas.
3. IDEATION

~ Ideation is a core
design thinking
principle at the
same time a step in
a design thinking
process.
4. EXPERIMENTATION AND
ITERATION

~ Ideas are turned

into prototypes.
5. A BIAS TOWARDS ACTION

~ Design thinking is an
applied and practical
solution-based method
that is more focus on
action rather than or
discussion.
The Origin of Design
Thinking
 In the 50s and 60s onwards,
in his 1969 book entitled "The
Sciences of the Artificial", Herbert
A. Simon first mentioned about
design thinking as a way of
thinking.
 Another famous design
thinking model was that of
the five-stage design thinking
model suggested by the
Hasso-Plattner Institute of
Design at Stanford.
The Design Thinking
Process
 The Design Thinking
Process
The Hasso Plattner Institute of Design at
Stanford provides a five-step process in design
thinking. In reality, the process follows a
flexible and non-linear fashion, rather than
sequential steps. The process often occurs in
parallel and be repeated iteratively.
The Design Thinking
Process
 EMPATHIZE:
Research about Users’ Need
- Describe as a ability to
put oneself in another
person show to really see
the world through people’s
in a given context or
situation.
Some key empathy-building
methods to gain a deeper
understanding of the users’
pulse:
1. Empathy interviews

~ The objective of the

interview is to find out as
much insight as possible
using an open
conversation
2. Immersion and Observation

~ User's should be
observed in their natural
environment or immersed
in a certain solution while
they are in action.
3. Extreme Users

~ Usually the extreme

users are the ones sought
to re-structure the problem
and discover fresh
insights.
4. Ask what, how, and why in
curiosity

~ This line of questioning

can lead the observation
into more abstract user
motivations.
 One method that can be used to
record efficiently the information
from the interview is the empathy
map. The empathy map helps gather
and organize the data from the
interview that could lead to surprising
insights.
 Four main
components of the
empathy map:
 1. Say
~ his quadrant
covers what the user says
loudly in an interview or
some other usability study.
 2. Think
~ This quadrant
captures what the user is
thinking throughout the
experience. There should be
special attention paid to what
users think, but may not be
eager to articulate.
 3. Do
~This quadrant
encompasses the actions
the user undergoes .
 4. Feel
~This quadrant
contains user's emotional
state such as his worries,
excitement about a certain
experience .
 DEFINE:
State Users' Needs and Problems
- The purpose of this
problem statement is to
establish the core problems
and generate tangible and
actionable ideas to 'solve
the problems.
 Guidelines in
generating the
question under the
design thinking
process:
 1. Strengthen the good

~In design
thinking, all the positive
aspects of the customers'
needs are intensified.
 2. Eliminate the bad

~ With design
thinking, all the bad
components witnessed in
the problem are taken out.
 3. Search the opposite

~ Using design
thinking, the problem
needs to be transformed
into opportunity.
 4. Enquiry of the Assumptions

~ This step in design

thinking consists of enquiring
about the assumption at hand.
 5. Pinpoint the Unanticipated
Resources
~ Having design
thinking, some other
resources not stated by the
customer can be sought on
how they can be
controlled.
 6. Form an Analogy

~ Design thinking also

includes the manner of
creating relationships
between the problem at hand
and unconnected images.
 7. Breakdown the Problem into
Pieces
~ This is where again
analysis comes into picture tor a
short while before the problem
'definition can be synthesized.
 IDEATE:
Challenge Assumptions and Construct
Ideas
- In this stage, designers are
prepared to start generating ideas.
The concrete background of
knowledge from the first two
stages means anyone can begin to
"think outside the box".
1. Brainstorm

~ This is a more relaxed

and informal way of
solving a problem using
imaginative thinking.
2. Brainwrite
~ This is a serial process
of asking participants to
write down their ideas
about a specific question
or problem on sheets of
paper.
3. Worst Possible Idea

~ This is a technique
where members of the
team look for the worst
solutions in ideation
'periods.
4. SCAMPER
~ The SCAMPER method is a
concept that aims to look for solutions
to problems. The SCAMPER
technique is more engrossed on the
process of discovering unfamiliar and
innovative solutions to problems.
SCAMPER stands for
an acronym;
S- substitute- A designer may look for something to replace that will result in improvements of concept, product,
service or process.

C- combine – Sometimes, the solutions are already at hand and not really something new
A- adapt – Often, there is already the right solution to a problem, but still unknown yet. Sometimes, an idea
could solve one or more problems.

M- modify – At times, exaggerating a situation or problem could offer a new insight or added value.
P- put to another use - This is making the idea or concept works into a different use compared to what is
originally planned.

E- eliminate- In the same process like the Lean Six Sigma, this concerns eliminating waste due to inefficient
processes.

R- reverse -This is doing things that are completely against the original purpose in order to see something from
a different angle.
 PROTOTYPE:
Start to Form Solutions
- A prototype is a low-cost,
scaled-down quick working
sample of entrepreneurial
ideas for new products or
particular features found in
these products.
Benefits about
prototyping;
 1. Timely feedback

~ Collecting
feedback is an important
feature of the product
building process.
 2. Promote changes save time
and cost
~ At the end, changes
could be in the form of
drastic restructuring
assumption and revision.
 3. Validation prior to
development
~ Before getting into
final development would be
several discussions in between
repetitive changes using
prototyping.
 4. User research and user
testing
~ It is vital to
identify potential user and
gather ideas to serve them
best. This could only be
attained using prototyping.
 What are the
numerous types to
prototyping?
 1. LOW FIDELITY

This consists of paper prototypes that

are used in the early stages that are
constantly improved during the process. This
prototyping makes improvements easy and
fast.
 2. MEDIUM FIDELITY

This prototype concerns the product

that is made with practical functionalities
based on storyboard and user situations.
 3. HIGH FIDELITY

These prototypes may provide the

most convincing experience of the product
having the real functionalities. This is perfect
for discussing the complex components of a
product but expensive and time consuming.
 TEST:
Try Solutions Out
- The complete product is
tested in real life environment
using the best solutions in the
previous step. The results that
are produced out of the test are
normally use to redefine one
identify further problems.
The Power of Story
Telling
 Stories are about
specific events of real
people and their respective
lives that can inspire
opportunities, ideas and
solutions. These stories
offer actual details to be
used in picturing solutions
to certain problems.
 Storytelling is the core of
the structure and functions, of
every human being to connect
events as a complete experience
through time. Hence,
storytelling makes it an
important and effective tool in
the course of design process of
both products and services.
Usually, every story
has the following
elements:
1. Domain/What - This
is the definition of the topic
that is the concern of the
story. In the design process,
it can be the problem of a
consumer that should be
resolved.
2. Players/Who - These are
the people involved a story. In
the design process, the main
player is the persona who
represents the demographic
information of the consumer
who faces the experiences.
3. Story flow/How -
There are three main
chapters for each story
namely the beginning,
middle, and end.
Storytelling in the
Design Process
Storytelling can be
applied using the
following steps;
 The Double Diamond

- is a process that use both the divergent

and convergent thinking. The two diamonds
represent a process of exploring an issue
more widely or deeply (divergent thinking)
and then taking focused action (convergent
thinking).
DIVERGENT THINKING
- solves proposing multiple possible
solutions to identify the one that is best.

COVERGENT THINKING
- concentrates on finding the single
best solution to a problem.
1.Understand -The first diamond helps
people define what the problem is and
involves talking to and spending time with
people who are part of the issues.

2.Define –The understanding from the

discovery phase can help describe the
challenge in a different manner
3. Develop –The second diamond inspires
people to offer multiple answers to the well-
defined problem, trying to find motivation from
elsewhere and co-designing with a variety of
diverse people.

4. Deliver- Delivery includes experimenting

different solutions in a limited way, discarding
those that are not feasible and refining the ones
that will work.
 PROBLEM FRAMING

Basically, this step comes early

in the design process that deals
with exploring the problem to
know exactly the concern that
needs a solution.
 SOLUTION FRAMING

In the solution definition and

prototyping stages, the designer
need to test and evaluate a
number of possible solution to
obtain the best solution based on
the standpoint of the user.
 SOLUTION
IMPLEMENTATION

Practically speaking in the

design thinking process the
answer feedback about the
product or the service can be
collected as basis for
improvement.
OBSERVATION
AND INSIGHTS
- Collecting information about
the target consumer is a vital part
of the design thinking approach.
Knowing what costumers think
or feel is the initial step towards
innovative products and services
that they want or need.
 3 types of Research
1. Generative Research- new opportunities are
identified and the needs are discovered.
2. Evaluative Research- feedback on experiments
are collected and these are applied in repetitive
ways in order to progress.
3. Validating Research- is also known as traditional
market research is purposely for understanding
what is presenting happening.
 Curiosity is the core Observation makes a
element in digging deeper person look into the
into design thinking. finer points.

Curiosity and Observation must work hand-in-

hand by inquiring.
Nine Dimensions of
Observational
Purposes;
1. Space- the physical lay-out
of the place/s
2. Actor -the range of people
involved
3. Activity- a set of related
acts people do/or activities
that happen
4. Object- the physical things
that are present
5. Act- single actions that
people do
6. Event- a set of related
activities that people carry
out
7. Time- the sequencing of
events that takes place
8. Goal- the things people
are trying to accomplish
9. Feeling- the emotions felt
and expressed
AEIOU
A
Activity- this comprises
actions and behaviors with a
specific goals in mind, and
processes executed o
accomplish them.
E
Environment- It details the
overall context and
characteristics of the space
where activities are being
observe.
I
Interaction- it consists of
both interpersonal and person-
artifact interactions.
O
Object – this sets the items
within the environment and
how they are used.
U
User- this concludes the
people within the environment
that are being observed.
INTERVIEW
TECHNIQUES
- Interviews are
inexpensive and easy to
conduct by anyone by
just asking questions and
recording the answers.
1. Make the interviewee
relaxed- The interviewer
must dress in a manner similar
to the customers being
interviewed.
 2. The interview should
be on time and heading
in the right direction - The
interviewer should prepare
some scripts as reference
which can be useful to provide
focus when asking questions.
3. Concentrate on the
customer and not on
documentation-The
interviewer must always the
interview focus on the
conversation, with the
customers to make the
discussion flowing.
4. Ask oven ended
questions – The interviewer
must not ask questions
answerable by “yes” or “no”.
5. Listen, refrain from
talking- The interviewer
ought to be attentive to what is
being said by the customers.
6. Encourage but not
influence- The interviewer
should avoid saying that may
direct the customers into
something.
7. Follow ones feelings
and drill down – Sometimes
there is a need to make
clarification in order to
examine something in depth.
8. Repeat to confirm - For
very significant topics, the
interviewer should try
reiterating back what person
said.
9. Thank the customer at
the end of the process-
Politely, the interviewer should
show appreciation for the time
and effort by the customers.
EFFECTIVE INTERVIEW
QUESTIONS
FOR
DESIGNER
1. Open-ended questions
boost people to mirror and
disclose what is essential for them.
These type of questions sent
people to expand on what is
comfortable for them with
instructions, instead of qualifying
their thoughts.
a. Exploitive –This type of question
tries to compel opening out new
viewpoints and disclosing other
areas. (How do you find..?)

b. Affective - This way of questioning

could make known people's feelings
around something. (How is your
impression of....?)
c. Reflective –This manner of asking
question boosts further explanation.
(What in your opinion causes..?)

d. Proving - This means of asking

question calls for a deeper analysis.
(Can you explain how...?)
e. Analytical -This a kind of question
that searches for the origins of a
problems. (What are the reasons
problems…?)

f. Clarifying-This question in
supporting and preventing
misinterpretations. (So, that means ..?)
2. Closed questions demand
for exact answers. Most of the
times it is a yes or no questions.
Sometimes, they oblige the
respondent to choose an answer
from a given set, or to agree or
disagree with a certain statement.
 Experiment is an approach of approving
or disproving the soundness of an idea or
hypothesis. In the field of entrepreneurship,
experimentation is trying something new,
observing the results, getting lessons from the
results and trying it over again. For majority of
entrepreneurs, it is through experimentation
that new innovations, initiatives, ideas and
opportunities are revealed.
What are the
three types of
experiment?
1. Trying out new experiences
- Here entrepreneurs try new
experiences like going to other
countries, working for several
businesses or learning new
skills in order to create new
business ideas.
2. Taking apart products,
processes and ideas- In this
type of experiment
entrepreneurs try taking things
apart and then later place them
back together.
3. Testing ideas through
pilots and prototypes -
Pilot experiment is a
small-scale study directed
towards evaluating the
viability of a product or
service.
~ Entrepreneurship is both an art and a
science. As an art, an entrepreneur must
have a creative thinking skill to make
some ingenious ideas and make the
entrepreneurial process a great success.
Science, on the other hand, calls for
combining new information into prevailing
models, or adding new models to a
superior body of knowledge.
1. Ask a question - An
entrepreneur when trying to
create a product must know
his customers. The main
aspect of any business is to
solve the problem of his
customers.
2. Research about
subject - After knowing the
problem, the entrepreneur
must source out information
through research from
potential customers and
competitors.
3. Create a hypothesis -
An entrepreneur form
hypotheses to formalize his
assumptions.
4. Experiment to test
hypothesis- Here the idea
is tested, possibly using
simple survey or it could be
presented to a group of beta
testers.
5. Assess data and
conclude - The results of
experiments should be
concretely and objectively
measured. There should be a
solid conclusion of the
hypothesis.
6. Publish results and
call others to expand -
For an entrepreneur, it is nice
to receive feedback on what
he has discovered.