Design & innovation

Pr. Kasmi Malak

[Link]@[Link]
2024/2025
Workbook for the course “Design & innovation”
The Challenge Empathize Define Identify Problem definition Devise Prototyping Validate Solution
opportunities
 DEFINE THE PROBLEM
SMART GOALS The
Challenge

Describe your project, idea, or goal. A good definition of the objective is the basis for maintaining focus and direction during its development.

S
SPECIFIC
M
MEASURABLE
A
ATTAINABLE
R
RELEVANT
T
TIME-BOUND

SPECIFIC. A concrete and well- MEASURABLE. Quantify your goal REALIST. Define a goal that you RELEVANT. Think of the forest and TIME. Limit the time you are going
defined goal. for easy tracking. can achieve. not just the trees. to spend.
I will follow the progress of my I will achieve this goal when… This goal is important because it I will meet this challenge...
My goal is to... project... helps me...
 CREATE YOUR WORKSPACE
HELP SHEET The Challenge

Find a workspace where you can work continuously. We are going to fill it with post-its!! Preferably that it can be followed, it will help you maintain order.

THIS SPACE IS OUR NORTH STAR.

it will guide us, and we will consult it often.
If with new information something changes, we need WORK AREA
updates !

SPACE FOR
RULES & REFLECTION
PRINCIPLES

OBJECTIVES /
BRIEF
PARKING

2m aprox.

MATERIALS OPTIONAL

● For the base, white kraft paper (approx. 2m) ● Colored markers
● Post-its 7.6*7.6cm (super sticky) ● Post-its of different shapes and sizes
● Black markers
● Scissors
● Invisible adhesive tape
● Painter's Tape
● Timer
 DEFINE THE CHALLENGE
DESIGN BRIEF
The
Challenge

Now let's describe what we want to achieve with the solution. In this case we go a step further than in the objectives.

WHY WHAT WITH WHAT WHEN AND HOW WHOM

What is the problem or Describe the objectives. What Available Resources MUCH Who you design the solution for
challenge and why it is success is and how it is measured.
When and what budget
important

WHO ELSE
What the competition
or what alternatives
exist
➜ PRO TIP.
This section can help you pick up on the
competition as you learn.
Stay awake, they can be substitutes and
not necessarily and product of the
same category but solve the same
interest or objective.
 DEFINE THE DESIGN CHALLENGE
The
Challenge

Define your design challenge with a simple sentence. Use the words you will find or find a new one that best suits what you want to do.

ACTION EXPECTED RESULT SUCCESS INDICATOR PEOPLE TIME

Generate A way to Increase X For new users For the launch
A tool for Organize X For employees Before Summer
Design A process to Upgrade X For Administrators For this quarter
Create A system that Solve X For people who __________
Define A product for
A campaign
Devise
A game
Invent A service

CONSIDERATIONS
Bearing in mind that
Consider X
Not to forget
We are limited
 AGILE METHODOLOGIES
RETROSPECTIVE Empathize

(COLLECTIVE) REFLECTION!
It is done at the end of a work cycle to reflect on what has gone well or what needs to be improved. Set the timer and dedicate 2 to 5 minutes for each section.
Now you're list@ for another work cycle!

WHAT WENT WELL WHAT NEEDS TO BE IMPROVED

What has worked correctly and must What has not worked and we have to stop
continue to be done. doing.
Positive aspects of this work cycle. Negative aspects of this work cycle.

IDEAS KUDOS
How we can improve in this cycle. What should be celebrated. Who should
New behaviors or ways of working or be congratulated or thanked for
communicating... something.
 EMPATHIZE
EXPLORATION PLAN Empathize

GET READY TO GO EXPLORE! An exploratory interview is a way to explore the everyday lives of the people you design for. We want to understand the context, objectives, interests and their way of doing things
without thinking about the solution.
In this exercise you are going to identify everything you want to learn in order to create your interview script.

CONTEXT WHO
What do you know? What do you need to learn? USER PROFILE Where are they? How do you find them? Will they want to participate? Will
they have to be encouraged or compensated?
What characteristics do the people
you want to interview have?

QUESTION BRAINSTORMING
POSSIBLE BASIC QUESTIONS (Mark those questions you want to use)
Create new questions
Tell me about your background.
How often do you use similar products ?
When you use these products, do you encounter any challenges?
What are the most important tasks you perform while using these products?
Is there anything you wish you could do with these products that is not
currently possible?
What is it that keeps you from sleeping at night?
Is there a way these products won't cover your current need?
If You Had a Magic Lamp: What Would You Ask About ___
NEED TO KNOW A PROCESS?
NO
Yes, I need to understand how a task or activity is performed.
>> the JOURNEY INTERVIEW GUIDE sheet
 EMPATHIZE
EXPLORATORY INTERVIEW TEMPLATE Empatizar

TEMPLATE FOR INTERVIEWS! An interview is like any other conversation. You're not a cop ;)
Create a template. Let go of your assumptions and beliefs.
Sort through all the questions you're looking for answers to. Ask open-ended questions. Listen and observe without giving an opinion.
Remember to add welcome messages at the beginning and end Take photos if it's something you want to remember. (Ask permission!)

GUIDE NOTES FROM DATE

Intro

Questions

Thank you and closing

No t
validating ideas!!
We want to know what he
feel, what does he do, why
 EMPATHIZEJOURNEY INTERVIEW TEMPLATE
Empathize

This interview, or this part of the interview, focuses on the steps of an activity or task.
Let go of your assumptions and beliefs.
Listen and observe without giving an opinion.
NOTES FROM: DATE:
Take photos. (Ask permission before!)

STEPS: Identify each moment of the activity

CONTEXT: Describe where it is, what is happening. What he/she does, what he /she thinks

EMOTIONS: What do they feel? Why?

DEFINIR
DAVE GRAY EMPATHY MAP CANVAS Define

1 OBJECTIVE 2
WHO are we empathizing with? What do they need to DO?
Who is the person/user we want to understand? What work(s) do you need to do?
What is their situation? What decisions do you have to make?
What is your role in this situation? How can we observe that
7 have they been successful?
3
What they THINK and what they
FEEL What do you see?
PAINS GAINS What do you observe in the market?
What fears, frustrations or anxieties What do they want or what do they
do they have? need? What do they observe in their immediate context or
What are your hopes and dreams?? environment?
6 What do you observe others saying or hans?
What do you observe in the media you see or in what
What do they LISTEN to?¿ you read?
What do you hear others say?
What do you hear your friends say?
What do you hear your classmates say?
What do they listen to second-hand or indirectly?

4
What do they say?
What other thoughts and feelings may motivate What have we heard them say?
their behavior? What can we imagine they would say?

5
What are you doing?¿
What do you do today?
What behavior have we observed?
What can we imagine them doing?

Dave Grey. Updated Empathy Map Canvas.. [Link]

 DEFINIR
CUSTOMER JOURNEY HOY Define

The Customer Journey is a tool for visualizing the steps a person takes to achieve a goal. We will do this based on what we have learned in the empathy phase of a specific type of user

USER: CONTEXT:
STEPS: Identify the moments of the activity
BEFORE DURING AFTER

WHAT HE DOES AND WHAT HE THINKS

EMOTIONS What do they feel?

PROBLEMS :What problems are there? What we can improve

 DEFINE
SYNTHESIS OF LEARNING Define

ORGANIZE AND SYNTHESIZE WHAT YOU'VE LEARNED!

This is a warm-up exercise to review and remember the most important things we know or have learned. Block what you know to identify what is most important.

WHAT'S MOST IMPORTANT

BUSINESS¿ PEOPLE
What is most important for your business? What is most important to people? What does
What does it mean to be successful? it mean to be successful?

TECHNOLOGY & RESTRICTIONS

What limits and conditions do we have to take into
account?

ATTENTION!!
We are not looking for
Solutions Yet!!

WHAT THE SOLUTION SHOULD WE CONSIDER WHAT THE SOLUTION SHOULD CONSIDER
FUNCTIONAL REQUIREMENTS EMOTIONAL ASPECTS
How we want (or what we want to avoid) users feel during/after using the solution.

ADVICE SOME EXAMPLES TO INSPIRE YOU

If you have carried out a study of Admiration, amusement, amazement, discomfort, calm, confusion, longing, empathy,
competition or benchmarking, add it here. envy, fear, horror, interest, joy, nostalgia, romance, sadness, satisfaction, triumph.
 DEFINE
HOW MIGHT WE…? Identify opportunities

Language helps stimulate creative thinking and free collaboration.

You're going to disinhibit creativity. How? Giving you permission and power that there are solutions and we will find them!

BUILD OPPORTUNITIES

1 Use post-its of different colors to explore opportunities. 2 Create an inspiring question.

They need a way to Because

People [user type] How could we...?
[description of its need – verb] [insight we have discovered].

PRO TIPS TO ENSURE GOOD 'HOW WOULD WE PROCEED?

Be based on a problem or insight.
Connect them to the desired result, without defining the
solution.
Positive writings.
Be open enough to warrant many creative ideas.
DEFINE
TREE PRIORITIZATION Identify opportunities

Tree prioritization is a tool that, when used at the CHALLENGE level, allows opportunities to be distributed according to what is most important to solve from the users' perspective.
The tree prioritization used at the OPPORTUNITY level allows identifying the most important of the requirement and which elements are less relevant.

BRANCHES AND LEAVES

What other aspects are relevant. What can make the experience

TRUNK
What tasks or activities are the basis of the rest of the objectives

ROOTS
What is the most important thing for users. That it has to happen no matter what

! Remember to consider FUNCTIONAL and EMOTIONAL aspects!

 DEFINE
PRIORITIZATION MATRIX Identify opportunities

—PRO ACTIVITY—The prioritization or assessment matrix is a tool that consists of

a table that presents different criteria. By establishing values for these criteria
we will be able to visually evaluate different options, so that we will select the
5
most appropriate one. HIGH
HOW
You're going to spread value across opportunities. For each opportunity you
have 3 points. If there are 7, you have 21 business value points and 21 user value
points. Assign 1 to 5 points per opportunity and criteria

Opportunity Business User

Position opportunities in the matrix

BUSINESS VALUE
2

TOTAL 21 21
1

You can define your own criteria of what each value means.
You can create different matrices to buy different criteria:
• Value / Feasibility LOW
• Complexity / Value
1 2 3 4 5
LOW VALUE FOR USERS HIGH
 POINT OF VIEW
DEFINITION OF THE PROBLEM Problem definition

SELECT THE ISSUE - OPPORTUNITY WE ARE GOING TO WORK ON

Thanks to the prioritization tools, you will select the key opportunity or problem to be solved.
This is going to be a strong point of view that drives you to human-centered innovation.

● People [user type]

How could we....?

● They need a way to [description their need –

verb]

● Because [insight we've discovered].

IN THE FORM OF A QUESTION IT IS MUCH EASIER TO COME UP

WITH

THIS IS THE DESCRIPTION THAT BUSINESS AND TEAMS USUALLY

UNDERSTAND
 IDEATION
STORYBOARD Ideate

There is an important step between

ideation and creation: defining the
story.

EXPLAIN YOUR IDEA GRAPHICALLY

Explain what experience the user has
who is using or enjoying the idea(s)
you selected in the previous step.
 IDEATION
CUSTOMER JOURNEY OF TOMORROW Ideate

Take your TODAY customer journey as a starting point and, based on your idea(s), create the customer journey of tomorrow.

USER: CONTEXT:
STEPS: Identify the moments of the activity
BEFORE DURING AFTER

WHAT HE DOES AND WHAT HE THINKS

EMOTIONS What do they feel?

HOW WE IMPROVE PROBLEMS What problems there are and how we are going to improve them
 PROTOTYPING
WHAT TO PROTOTYPE Prototypin
g

BEFORE PROTOTYPING!
We already have an idea. What do we have to prototype? To answer it, identify what you want to learn by answering the following activities

WHAT WE WANT TO CONFIRM

1 What the solution does. Detail as much as possible. 2 What assumptions do you observe? What risks are there?

3 WHAT AND HOW TO PROTOTYPE

How are we going to validate? What prototype do we have to build? Who do we have to validate it with?
A
P
R
O
T
O
T
I
P
E
 VALIDATE
VALIDATION TEST PLAN Validate

PREPARE FOR THE TEST WITH USERS

You will prepare a session or interview of about 30-40 minutes (including welcome and closing) to talk to future users of our solution.

CONTEXT

SCENARIO. SUCCESS USERS

Describe the context necessary for test participants to understand the prototype and answer our questions What criteria are we going to What characteristics do the
without getting lost. follow to consider the test people with whom you want to
successful? validate the prototype have?
Where are they? How do you find
them?

TEST

PROCEDURE/TYPE OF TEST QUESTIONS AND TASKS MATERIALS

Describe step by step the tasks you are going to List of tasks or questions to answer What resources you'll need
perform
▢ Note paper
Welcome activity and context
▢ Pen
▢ Adhesive tape
Validation activities or tasks ▢ Scissors
▢ Prototype
▢ Colorful post-its
▢
▢
▢
▢
Farewell
If you have ▢
Different types
of tasks, a storyboard
can help you as a script
 VALIDATE
VALIDATION TEST TEMPLATE Validate

VALIDATION TEST TEMPLATE! Just like before, remember, it's a conversation. You're not a cop ;) and you don't have to help the
Sort out tasks and questions. user get the task done, either.
Remember to add welcome messages at the beginning and end Let go of your assumptions and beliefs. Don't guide the participant
Ask open-ended questions. Listen and observe without giving an opinion.

GUIDE NOTES FROM DATE

Welcome and context Create new questions

Tasks

Thank you and closing

No ayudes
al participante
a realizar la tarea
 VALIDATE
LEARNING GRID Validate

ANALYZE AND SORT ANSWERS!

Surely you already know what works and what needs to be improved. Use this activity to organize what you've observed and decide on next steps.

WHAT WORKED WHAT NEEDS IMPROVEMENT

That has been successful. If relevant, add why. Identify which aspects, elements or steps have not
worked and why (Be objective and literal)

Any surprises?

NEW QUESTIONS HAVE APPEARED. IDEAS AND POSSIBLE SOLUTIONS

How you could fix the problems you've identified