The Use of Design Thinking 5.
A bias towards Action
● Design thinking is an applied and
● Design thinking is a human-centered practical solution-based method that
approach to innovation that draws is more focused on action rather
from the designer’s toolkit to than on discussion.
integrate the needs of people, the ● This method favors a face-to-face
possibilities of technology, and the engagement through “going out in
requirements for business success. the field.”
What is Design thinking? The Origins of Design Thinking
● 50s and 60s
● A discipline that uses the designer’s onwards,design-thinking emerged
sensibility and methods to match because of the issues of collective
people’s needs with what is problem-solving to significant
technologically feasible and what a societal changes by engineers,
viable business strategy can concert architects, and industrial designers
into customer value and market at that time.
opportunity. ● 1970s – design thinking has begun
to combine human, technological,
Principles of Design thinking strategic needs, and innovation
technology.
1. Human-centricity and Empathy ● 21st century, many variants of
● This is about providing solutions to design thinking came out with
problems that focus on human different numbers of stages in the
needs and user response. process.
2. Collaboration The Design Thinking Process
● Design thinking works well with a
diverse composition of teams who 1. Empathize
would cooperate with each other. ● Understand the problem from the
perspective of the people you're
3. Ideation designing for.
● The focus of design thinking is to ● This involves conducting research,
come up with as many ideas and observing users in their
potential solutions as possible. environment, and engaging in active
listening to uncover their needs,
4. Experimentation and Iteration challenges, and aspirations.
● It is a continuous and repetitive ● Empathy describes the ability to put
process to discover mistakes and oneself in another person’s shoes to
defects of the initial versions until really see the world through people
getting the preferred form of the in a given context or situation.
proposed solution. ● Designers can produce products that
truly satisfy the users and make their
lives easier.
● It helps gather and organize the data ● Create tangible representations of
from the interview that could lead to your ideas to test and iterate upon.
surprising insights. ● Prototypes can range from simple
sketches or mockups to more
2. Define sophisticated models or simulations,
● This second process is to find who depending on the complexity of the
the user is, and what is his needs solution.
and then develop insights from the ● The goal is to quickly and cheaply
answers. bring ideas to life to gather feedback
● Synthesize the insights gathered and learn what works and what
during the empathy stage to define doesn’t.
the core problem or opportunity
you're addressing 5. Test
● This involves reframing the problem ● The complete product is tested in a
in a human-centered way, focusing real environment using the best
on the needs and motivations of the solutions.
users rather than assumptions or ● Gather feedback from users by
preconceptions. testing your prototypes in real-world
● The actionable design problem contexts.
statement is defined ● Observe how people interact with
your solutions, solicit their reactions
3. Ideate and suggestions, and use this
● The third stage is preparing to information to refine your designs.
generate ideas. ● Iterate on your prototypes based on
● Generate a wide range of possible what you learn, continually
solutions to the defined problem. improving and refining your solutions
● Encourage brainstorming and through multiple rounds of testing
divergent thinking to explore creative and iteration.
ideas without judgment. ● Designers can go back to the
● Techniques such as mind mapping, previous step to make repetitions,
sketching, and role-playing can help adjustments and improvements to
stimulate creativity and generate consider alternative solutions
innovative concepts.
● Brainstorming, Brainwriting, Worst POWER OF STORYTELLING
Possible Idea and Scamper are the
techniques Storytelling
● is an essential skill for
4. Prototype entrepreneurs, enabling them to
● It is a low-cost, scaled-down quick effectively communicate their vision,
working sample of entrepreneurial connect with their audience, and
ideas for new products or particular drive success in their ventures.
features found in these products. ● Is the core of the structure and
● Shows how a product will work and functions of every human being to
look like.
connect events as a complete
experience through time 3 types of research
● Offers the opportunity of hearing 1. Generative research – new opportunities
feedback about the production from are identified and the needs are discovered.
the customer’s mouth or see how 2. Evaluative research – feedback on
the product could be used in real life. experiments is collected and applied
repetitively in order of progress.
ELEMENTS OF STORYTELLING 3. Validating research –known as traditional
market research is purposely for
1. DOMAIN/WHAT – understanding what is presently happening.
● definition of the topic that is the
concern of the story OBSERVATION TECHNIQUES
● The problem of a consumer that
Dimensions Descriptor
should be resolved.
Scape The physical lay-out of the
2. PLAYERS/WHO – place/s
● the people involved in a story.
● The main player is the persona who Actor The range of people
represents the demographic involved
information of the consumer who
Activity A set of related acts
faces the experiences.
people do/or activities that
● There could be other players
happen
involved in the story such as those
who are part of the support groups Object The physical things that
of those employees that directly are present
communicate with the customers.
Act Single actions that people
3. STORY FLOW/HOW – do
● The story flows namely: beginning,
middle, and end. Event A set of related activities
● Issues may arise that may be found that people carry out
before the main event in the story.
Time The sequencing of events
OBSERVATION AND INSIGHTS that takes place
● play a significant role in
Goal The things people are
entrepreneurship by providing
trying to accomplish
entrepreneurs with valuable
information about their target Feeling Feeling
market, customers, competitors, and
industry trends.
● are essential for entrepreneurs to INTERVIEW
make informed decisions, validate ● Is an important tool to identify and
assumptions, iterate on designs, and empathize with customers’ needs,
drive innovation form fresh ideas and find new
opportunities.
● Gathering data by the designer
● The interviewer should be
open-minded, a skilled listener, a
keen observant, flexible, and exhibit
patience.
● Most business owners interview their
customers right after purchase for
feedback.
● Used to get information about user
experiences.
INTERVIEW TECHNIQUES
1. Make the interviewee relaxed.
2. The interview should be on time and
heading in the right direction.
3. Concentrate on the customer and not on
documentation.
4. Asked open end questions.
EXPERIMENTS
● It is an approach of approving or
disproving the soundness of an idea
or hypothesis.
● It is trying something new, observing
the results, getting lessons from the
results, and trying it over again.
● It is through experimentation that
innovations, initiatives, ideas, and
opportunities are revealed.
TYPES OF EXPERIMENTS
1. Trying out new experiences
2. Taking apart products, processes and
ideas
3. Testing ideas through pilots and
prototypes