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Integrated Perspectives on
Business Problems
Module 3: Design Thinking-
Empathy & Understand the
Stakeholders
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Learning Objectives.
• Listen up: Controversial Topics.
• Design Thinking: Empathy.
• A fact-finding mission.
• Tools to understand stakeholders- Customer
Persona, Customer Empathy Map (CEM),
Customer Journey Map (CJM) .
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Listen Up
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Controversial topics.
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In pairs, tell your partner
your view.
1. Pair up with a partner.
2. Each person will have a card with a
controversial topic.
3. Speak for 2 minutes nonstop about your
views on the topic.
4. Your partner may not say anything, just listen.
5. After 2 minutes, your partner has 1 minute to
recap what he/she heard. This is not the time
to rebut, debate, or agree, just summarize.
6. Reverse roles and repeat with a new topic.
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Discussion questions.
1. How did the speakers’ tone and body language contribute to the message?
2. How did you feel listening without being able to speak your mind? (Frustrated,
anxious, made me listen better, etc.).
3. How did you feel speaking without your listener saying anything? (Like I was
being heard; Frustrated that I did not know where she was on the issue; etc.)
4. When is it especially important for us to listen attentively at work?
5. Why is listening important to try to understand a problem?
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Design Thinking: Empathy
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Design Thinking.
Design thinking is a methodology which provides
Non-linear framework
a solution-based approach to solving problems.
It’s extremely useful when used to tackle
complex problems that are ill-defined or
unknown, because it serves to understand the 2 4
human needs involved, reframe the problem in
human-centric ways, create numerous ideas in
1 3
brainstorming sessions and adopt a hands-on 5
approach to prototyping and testing.
Friis Dam, R. (2022). The 5 Stages in the Design Thinking Process. Taken from: [Link]
[Accessed on November 2, 2022].
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Empathy.
User-centric research: gain an empathic understanding
of the problem you are trying to solve.
• Consult experts to find out more about the area of
concern and conduct observations to engage and
empathize with your users.
• Immerse yourself in your users’ physical
environment to gain a deeper, personal
understanding of the issues involved, as well as
their experiences and motivations.
It allows design thinkers to set aside their own
assumptions about the world and gain real insight into
users and their needs.
Friis Dam, R. (2022). The 5 Stages in the Design Thinking Process. Taken from: [Link]
[Accessed on November 2, 2022].
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Juicy Baek
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Drugs affecting our
communities.
Since the 1800s, new drugs have been created
and experimented with in illegal laboratories all
over the world. Some of these drugs have had
deadly consequences on our community. The
government is constantly deciding whether or not
to make new drugs illegal.
• In the 1960s, it was heroin.
• In the 1970s, it was LSD.
• In the 1980s, it was cocaine.
• In the 1990s, it was crack.
• In the 2000s, it was ecstasy.
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Now there is a new drug in our communities
called Juicy Baek.
• Addictive: Usually after several years of using it regularly.
• Mood altering: Most people feel pleasantly happy but about 15% of users become violent.
Assault, vandalism, and rape have all been linked to this drug.
• Severe Medical Effects: Kills brain cells, destroys memory, damages stomach, liver, and
kidneys. May cause cancer. Dozens of deaths have been caused by overdose.
• Impairs Judgment and motor skills: People tend to be irrational and also loose control
of their bodies. They tend to fall down, loose control of their tongues, and frequently get in
accidents when driving.
• Method of use: injected into arm with a needle.
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Fact Finding Mission: The effects of juicy baek on
our community.
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Group discussion.
1. Do you think the government should make Juicy Baek illegal?
2. What should the punishment be for Juicy Baek users?
3. What should the punishment be for Juicy Baek dealers?
4. What should the government do to stop the spread of Juicy Baek
in our communities?
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Let’s get back to design thinking.
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How did you find out about
people’s opinions?
What are other ways of learning
more about your stakeholders?
• Interviews.
• Surveys.
• Archival.
• Ethnography.
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How did you find out about people’s opinions?
What are other ways of learning more about your stakeholders?
• Interviews- talk to someone about their thoughts and experiences
and record their responses
• Surveys- test what a larger group of people think about theories or
ideas, e.g. questionnaire survey
• Archival- newspaper articles, reports, or related publications
• Ethnography- learning about someone’s behaviour by watching them
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What information did you find out about
the juicy baek stakeholders?
• Demographic information.
• Behaviors and beliefs.
• Characteristics.
• Goals, needs, obstacles.
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Customer Empathy Map (CEM):
Six Quadrants.
CEM further explores
on the attributes of
customers’ perception
(e.g. things they see
or hear)
Leigh Brown, J. (2018). Empathy Mapping: A Guide to Getting Inside a User’s Head. Taken from: [Link] [Accessed on November 2, 2022].
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Activity 3.1 Choose a potential client for survival
skills and compile the customer empathy map.
Leigh Brown, J. (2018). Empathy Mapping: A Guide to Getting Inside a User’s Head. Taken from: [Link] [Accessed on November 2, 2022].
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Empathy- Customer Journey Map (CJM)
Organizational touchpoints
of the broad-based
consumption process
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Activity 3.2 Develop a typical Empathy- Customer
Journey Map (CJM) of SSVN
Customer Journey Map
Individual teams to
develop a CJM for
different types of
customers of SSVN:
1. Individuals- Students,
Parents, Workers,
Professional & etc.
2. Enterprises- Schools,
Large business
enterprises, etc.
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Output of Activity 3.1 & 3.2
Retain the output of Activity 3.1 and 3.2 for further
discussion in Module 4.
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Empathy is like a muscle: use it or lose it.
Seeing things from multiple perspectives can be especially useful
when you disagree with someone and cannot move forward. While
helpful in developing empathy, it may also provide an insight into the
actions needed to resolve an issue and move on (Shapiro, 2020).
Let’s practice.
Shapiro, S. L. (2020). Rewire your mind: Discover the science + practice of mindfulness. London: Aster
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Assignment #1
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Assignment 1: Business Analysis Presentation.
• Length: 5–7 minutes’ video (must show your face and include
presentation slides)
• Type: Individual video presentation: Marking for content and
presentation skills of the presenter.
• Weight: 20% of final grade.
• Submission: submit video with Studio.
• Late work: per day -10% (max. 5 days).
• Deadline: Sunday of week 6 (16/04/2023).
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Assignment 1 Overview.
1. Background of the company
2. Overview and explanation of the project
3. Stakeholder analysis
a. Identify the key stakeholders
b. What are the main concerns of such stakeholders related to the problems?
c. Empathize with the stakeholders (design thinking)
d. If possible, provide an engagement or journey roadmap with the business
4. Problem analysis
• Based on the outcomes of the stakeholder analysis, identify and briefly explain the
problem(s) that the key stakeholders are facing in their relationship with the Case Study
Firm.
5. Conclusion
• Summarize the presentation with the analysis and findings.
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Video and assignment tips.
• Script rules: 3 words per second.
• Speak at a normal pace. No speed talking or increasing speed of
video.
• Clearly mark the different sections with proper transitions.
• Ask questions if you need support.
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Thank you
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