DESIGN THINKING

ZETECH UNIVERSITY

ZU/WI/25/EXM/6

UNIVERSITY EXAMINATIONS 2023/2024

ORDINARY EXAMINATION FOR THE DEGREE OF BACHELOR OF SCIENCE IN SOFTWARE ENGINEERING

BSD 414: DESIGN THINKING

DATE: AUGUST 2024

TIME: 2 HOURS

INSTRUCTIONS:

ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS

QUESTION ONE

a) Cross Platform Compatibility is an important concept to consider when designing e- commerce

website. Defend this statement

(2marks)

Cross-platform compatibility ensures that an e-commerce website works

seamlessly across various devices, operating systems, and browsers. This is
critical because:

 User Reach: Customers access e-commerce platforms using different

devices (e.g., smartphones, tablets, desktops) and operating systems (iOS,
Android, Windows). A compatible design ensures that no user is excluded
due to technical limitations.
 User Experience: Consistent performance and user interface across
platforms improve customer satisfaction and build trust, leading to higher
conversions and reduced bounce rates.

b) Explain the main purpose of the following in Design thinking projects

(4marks)

1. Ideate:
The ideation phase involves brainstorming and generating diverse ideas to
address the problem at hand. The purpose is to:
 Foster creativity and innovation by exploring multiple solutions.
 Challenge assumptions and encourage out-of-the-box thinking to identify
unique approaches.
2. Market Research:
Market research helps in understanding the target audience, competitors,
and market trends. The purpose is to:
 Ensure that the product or service aligns with customer needs and
expectations.
 Identify market gaps and opportunities for differentiation.
c) Discuss the following lenses of design thinking, provide relevant examples for each

(6 marks)

1. Desirability:
Focuses on understanding and prioritizing the needs, preferences, and
emotions of the users.
 Example: A food delivery app should offer intuitive navigation and quick access to
popular items, reflecting user desires for convenience and speed.
2. Visibility:
Ensures the accessibility and usability of the product or service by making
key features prominent and easy to locate.
 Example: On an e-commerce website, a visible search bar and clear "Add to Cart"
button enhance user interaction.
3. Viability:
Evaluates whether the solution is financially sustainable and aligned with the
business goals.
 Example: A subscription model for a streaming service must balance customer
affordability with the company’s revenue targets.
(2marks)

d) Explain the main goal of empathy in design thinking process?

(2marks)

The main goal of empathy is to deeply understand the users' needs,

experiences, and challenges. It helps designers:

 Develop solutions that genuinely address user pain points.

 Build emotional connections, resulting in products that resonate more
effectively with users.

e) Design thinking workshop should be structured as a hands-on, experiential learning session, defend
this statement

(4marks)

Design thinking workshops should be hands-on and experiential because:

 Engagement and Creativity: Active participation fosters collaboration,
creativity, and problem-solving skills.
 Practical Application: Participants learn better by applying concepts in
real-time, leading to actionable insights and prototypes.
 Team Alignment: Experiential sessions encourage diverse team members
to contribute ideas, ensuring all perspectives are considered.
Example: Prototyping in a workshop setting enables participants to test ideas
immediately, ensuring iterative refinement.

f) Explain how you would implement the principle of Front Door when designing a company

blog

The "Front Door" principle refers to designing the main entry point of a
digital platform to make it welcoming, intuitive, and clear. To implement this
for a company blog:

1. Clear Navigation: Include a well-organized menu with categories such as

"Latest Posts," "Trending Topics," and "About Us."
2. Compelling Visuals: Use attractive banners, featured images, and a
modern layout to grab visitors' attention immediately.
3. Prominent Call-to-Actions (CTAs): Place CTAs like "Subscribe Now" or
"Explore Topics" above the fold.
4. Search Bar and Tags: Add a visible search bar and relevant tags to help
users quickly find content of interest.
5. Highlight Popular Posts: Display popular or trending posts on the
homepage to keep visitors engaged.

g) The development process heavily relied on design thinking methodologies, with designers
empathizing with users to understand their needs and frustrations. Through iterative prototyping and
user testing, the designer is able to create a product that seamlessly combined functionality, aesthetics,
and user experience, setting a new standard for smartphones.

i. Design an Empathy phase of design thinking process as used in the above project

i. Designing the Empathy Phase for the Smartphone Project

The empathy phase involves deeply understanding the users' needs,

behaviors, frustrations, and desires. Here’s how it can be structured:

1. User Research:
 Conduct surveys and interviews to gather insights into user expectations,
pain points, and desired features in smartphones.
 Use focus groups to understand the challenges faced by different
demographics (e.g., professionals, students, and seniors).
2. Observation:
 Observe users interacting with current smartphones to identify usability
issues and opportunities for improvement.
 Record behaviors, gestures, and reactions to specific smartphone features.
3. Empathy Maps:
 Create empathy maps to summarize findings about what
users say, think, feel, and do.
 Use these maps to align the team on user-centric priorities.
4. Personas:
 Develop personas representing key user groups, including their goals,
frustrations, and motivations.
5. Immersion:
 Designers and developers use smartphones in various real-world scenarios to
understand user frustrations firsthand (e.g., testing cameras in low light,
using apps with poor connectivity).

ii. Using Agile Methodology for the Smartphone Project

Agile methodology complements design thinking by ensuring flexibility and

user-centered iterative development. Here's how it can be applied:

1. Sprint Planning:
 Break the project into short sprints (2–4 weeks), focusing on specific features
like interface design, camera performance, or battery life.
2. Collaboration:
 Maintain cross-functional teams of designers, developers, and testers to
ensure all aspects (functionality, aesthetics, and experience) are addressed.
3. Frequent Iteration:
 Develop prototypes and release minimum viable products (MVPs) for user
testing at the end of each sprint. Gather feedback and refine the product
iteratively.
4. Continuous Feedback:
 Use customer feedback from empathy sessions and usability tests to inform
sprint goals.
5. Flexibility:
 Adapt the project plan based on emerging challenges, such as changing
market trends or new user insights.
QUESTION TWO

Continuum applied design thinking principles to develop an Al-powered platform that assists oncologists
in making treatment recommendations. Designers at Continuum collaborated closely with healthcare
professionals and patients to understand the complexities of cancer treatment and the needs of all
stakeholders. By focusing on user needs and feedback, Continuum created a tool that enhances clinical
decision-making, reduces cognitive overload for oncologists, and ultimately improves patient outcomes.

a) Discuss FOUR specific user needs and challenges that Continuum identify through their collaboration
with healthcare professionals and patients in the context of cancer treatment?

(8marks)

Through collaboration with healthcare professionals and patients, Continuum

likely identified the following user needs and challenges in the context of
cancer treatment:

1. Complex Decision-Making:
Oncologists must analyze vast amounts of data, including patient history,
test results, and evolving cancer treatment protocols. Managing this
complexity often leads to cognitive overload.
2. Personalized Treatment Plans:
Patients require treatments tailored to their unique medical conditions,
preferences, and genetic factors. Ensuring personalized care while adhering
to evidence-based practices is a significant challenge.
3. Effective Communication:
Patients often struggle to understand medical jargon and treatment
implications. Oncologists need tools to simplify complex information and
facilitate better communication with patients and their families.
4. Time Constraints:
Oncologists face heavy workloads and limited time for consultations. A tool
that streamlines the decision-making process and provides actionable
insights can help address this challenge.

b) Simulate the process of Design Thinking applied by Continuum to develop the Al- powered platform
for assisting oncologists in making treatment recommendations

(10marks)
 Continuum likely applied the following steps in their design thinking process:

1. Empathize:

 Research: Conduct interviews and shadow oncologists during their

workflows to understand pain points and decision-making processes. Engage
with patients to learn about their emotional and informational needs.
 Observation: Observe interactions between oncologists, patients, and
multidisciplinary teams to identify inefficiencies and communication gaps.

2. Define:

 Problem Statement: "Oncologists need an AI-powered platform to

streamline complex decision-making, reduce cognitive overload, and ensure
personalized, evidence-based treatment plans for cancer patients."
 Stakeholder Insights: Synthesize data from healthcare professionals and
patients to create empathy maps and define the core challenges.

3. Ideate:

 Brainstorming: Generate ideas for features like treatment suggestion

algorithms, patient history dashboards, and communication aids.
 Prioritization: Use feasibility and impact matrices to select ideas that
address key challenges effectively.

4. Prototype:

 Develop a low-fidelity prototype of the platform, including interfaces for

oncologists and patient communication tools.
 Incorporate an AI algorithm to analyze patient data and suggest treatment
options based on clinical guidelines and patient specifics.

5. Test:

 Conduct usability testing with oncologists to refine workflows, interfaces, and

features.
 Gather feedback from patients to improve the communication features and
ensure the platform is patient-friendly.
 Iterate based on feedback, enhancing functionality and addressing
unforeseen challenges.

c) Suggest TWO features or functionalities integrated into the Al-powered platform to address the
complexities of cancer treatment and the needs of both oncologists and patients? (2marks)
1. Treatment Recommendation Engine:
An AI algorithm that analyzes patient-specific data (e.g., genetic markers,
medical history) and suggests evidence-based treatment plans, ranked by
efficacy and suitability.
2. Interactive Patient Communication Tool:
A feature that translates medical data into easy-to-understand visuals and
language, helping patients comprehend treatment options and make
informed decisions alongside their oncologists.

QUESTION THREE

a) Discuss Mind Mapping in the context of Design thinking and give relevant examples

(8marks)

Mind mapping is a brainstorming technique used in design thinking to

visually organize information, ideas, and relationships. It helps teams expand
their thinking, uncover hidden connections, and foster creativity. Here's how
it fits into design thinking:

1. Ideation Phase:
 Mind maps encourage participants to generate and structure ideas around a
central problem or theme, ensuring diverse perspectives are captured.
 Example: While designing a new e-commerce platform, a mind map can have
"User Needs" at the center, with branches for "Payment Options," "User
Interface," "Delivery Experience," and "Customer Support."
2. Understanding Complexity:
 For complex problems, mind mapping clarifies relationships between various
elements, such as stakeholders, user needs, and constraints.
 Example: In a healthcare design project, a mind map might link "Patient
Needs" to subcategories like "Comfort," "Access to Information," and "Timely
Care."
3. Refining Ideas:
 Helps prioritize ideas by visually comparing branches of the map and
identifying the most impactful or feasible solutions.
 Example: For an education app, a mind map can help identify core features
like "Interactive Lessons," "Progress Tracking," and "Gamification."
4. Collaboration:
 Mind mapping is highly collaborative, enabling teams to contribute and build
on each other’s ideas.

b) Discuss Testing stage of design thinking

 (3marks)

The Testing stage in design thinking involves evaluating prototypes with

real users to gather feedback and refine the solution. Key aspects include:

1. User Interaction:
Observing how users interact with the prototype to identify usability issues,
pain points, and areas for improvement.
2. Feedback Collection:
Gathering qualitative and quantitative feedback through surveys, interviews,
or observations to validate or challenge assumptions.
3. Iteration:
Using feedback to refine the prototype iteratively, ensuring it aligns better
with user needs.

Example: In designing an AI chatbot for customer service, testing may reveal

that users struggle with complex commands, prompting designers to simplify
the language and add more intuitive prompts.

e) Discuss how the following THREE key elements of information architecture would be evaluated for in
a design thinking project, give relevant examples

i. Context

 Definition: Refers to the environment in which a product or service will be

used, including business goals, industry trends, and technical constraints.
 Evaluation:
 Consider how external factors influence the design.
 Example: For a travel app, evaluating context involves understanding
seasonal travel trends and integrating dynamic pricing features.

ii. Content

 Definition: Involves the type, structure, and format of information

presented within the product or service.
 Evaluation:
 Ensure content is relevant, well-organized, and easy to understand.
 Example: For a news platform, evaluate how articles are categorized (e.g.,
politics, technology, sports) and ensure they are searchable and accessible.

iii. Users
 Definition: Refers to the target audience's characteristics, preferences, and
behaviors.
 Evaluation:
 Conduct user research to understand their needs and expectations.
 Example: For a fitness app, evaluate user personas such as beginners or
advanced athletes and design tailored content for each group.
Page 2 of 3

ZETECH UNIVERSITY

ZU/WI/25/EXM/6

UNIVERSITY EXAMINATIONS 2023/2024

ORDINARY EXAMINATION FOR THE DEGREE OF BACHELOR OF SCIENCE IN SOFTWARE ENGINEERING

BSD 414: DESIGN THINKING

DATE: APRIL 2024

TIME: 2 HOURS

INSTRUCTIONS:

ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS

QUESTION ONE

IDEO, a renowned design consultancy, was approached by a major airline to improve the check- in
experience for passengers. Through extensive user research and observation, IDEO designers gained
insights into the pain points of travelers, such as long queues and confusing interfaces. They then used
design thinking principles to prototype and test various solutions, ultimately designing intuitive self-
service kiosks that reduced wait times and enhanced customer satisfaction.

Use the above Case study to answer the following questions:

a) Explain the term empathy in relation to the above case study

[2marks]

Empathy refers to understanding the experiences, emotions, and pain points

of users to create solutions that meet their needs. In this case study:

 IDEO designers empathized with travelers by observing their frustrations,

such as long queues and confusing check-in interfaces.
 This understanding enabled them to identify specific user challenges and
design solutions, like self-service kiosks, that addressed these pain points
effectively.
 b) Expound on TWO communication challenges you would anticipate in this project and how

you would resolve them

[4marks]

1. Challenge: Misalignment Between Stakeholders

 Different stakeholders (e.g., airline staff, management, and customers) may
have conflicting priorities or expectations for the project.
 Resolution: Conduct regular stakeholder meetings and workshops to align
goals, clarify expectations, and ensure shared understanding throughout the
project.
2. Challenge: Conveying Technical Concepts to Non-Technical
Stakeholders
 Explaining the functionality of self-service kiosks to stakeholders unfamiliar
with the technology might cause misunderstandings.
 Resolution: Use visual aids, prototypes, and simplified language to
communicate technical aspects effectively.

c) Enumerate 4 Key stakeholders that you would consider important for smooth execution of the project
in the above case study

[4marks]

 Airline Management: Provides project funding, strategic direction, and overall approval.
 Passengers: The primary users of the solution whose feedback and needs shape the design.
 Technical Team: Responsible for developing and implementing the self-service kiosks.
 Airport Operations Staff: Ensures integration of kiosks into existing workflows and
provides insights into operational challenges.
d) Discuss how the following terminologies apply to the above case study

i. Product Development

 The process of creating the self-service kiosks involved turning user insights into a
functional product.
 Example: Developing hardware and software for kiosks that simplify check-in and
reduce queues.

ii. Prototyping

 Building and testing early versions of the kiosks to validate concepts and refine the
user experience.
 Example: Using mock-ups or digital simulations to test interface designs with real
travelers.
 iii. Design Testing

 Evaluating the usability and effectiveness of the kiosks in real-world scenarios to

gather feedback and improve the final product.
 Example: Setting up kiosks in a live airport environment and observing how
travelers interact with them.
[3marks]

e) State THREE assumptions you would make in this project

[3marks]

1. Travelers are open to using self-service technology for check-in.

2. The airport infrastructure supports the integration of new kiosks.
3. Reducing queue times will enhance overall customer satisfaction.

f) Give two questions that would be asked by the Design thinking expert during the Ideation stage of this
project

[4marks]

1. "How might we make the check-in process more intuitive and faster for
passengers?"
2. "What innovative features can we introduce to ensure accessibility for all
types of travelers, including first-time flyers and those with disabilities?"

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