1. Design Thinking

3. Good design successfully manages the tensions between user needs, technology feasibility, and business viability. -Tim Brown, IDEO

4. Desirability
Ventures live here
Feasibility
Viability

5. IDEO - The Deep Dive of Shopping Cart designoU

6. PEOPLE CENTRIC
Enhances empathy in those innovating, putting the user in the center, identifying the most important problems and solving them in a creative way.

7. The Method 1 2 3 4 Who are you designing your scenario for?
Know your user 2
Define the problem 3
Ideation 4
Prototype
Who are you designing your scenario for?
What is the problem you are trying to solve?
How will you address key pain points for the user?
How will you bring your concept to life and tell your story to people?

8. Design Thinking Exercise:
Problem: Cell Phone Battery Life
User: This is something everyone experiences, but for today’s exercise, let’s go with college students or young professionals.

9. Who are you designing for?
1. Know your user
Who are you designing for?

10. WHY? Designing is about addressing real needs
by creating a human-focused experience.

11. Map your customer
Designing is about addressing real needs by creating a human-focused experience. Note what your customers:
Feel?
Do?
Think?
Name:
Background:
Say?

12. Illustrate the customer journey
Depict the current experience or journey of your potential customer(s); Identify key moments with pain points or unmet needs.
Sketch the step-by-step experience
Describe & note products, interactions, service moments relied on to meet their needs. What are they doing, thinking, saying, and feeling?

13. Example: buildLine persona

14. 2. Define the problem
How might we...

15. WHY? It is really important to understand the
problem you are trying to solve. How you frame your question can be direction-setting.

16. Defining your “HMW”
Brainstormed ideas attempt to answer the question “How might we…” to address identified pain points.
How might we improve customer service?
How might we create a chatbot that predicts customer preferences?
How might we provide customers a more personalized service?
Too broad
Too constrained
Just right!

17. AI-Inspired Examples
How might we enable adaptive and individualized learning in education programs?
How might we improve the ability to more accurately diagnose and offer novel and appropriate treatments to patients?
How might we improve the recovery of victims in disaster response search efforts?

18. 3. Ideation
Brainstorm!

19. Brainstorming Facilitating a session Rules of brainstorming
Pick a facilitator
~10-15 min chunks
Say your idea out loud
One HMW question at a time
Make it visual
Push past mental boundaries
High energy!!
Rules of brainstorming
Defer judgment
Encourage wild ideas
“Yes and..” Build on each other
Stay focused on topic
One convo at a time
Be visual
Aim for quantity

20. Converge and Diverge
Cluster your ideas into themes and vote

21. Converge and Diverge
Brainstorm more ideas and vote again

22. 4. Prototype
Design to learn

23. WHY?
You make to learn, test an assumption or a hypothesis, to bring evidence to your concepts, and engage with others.

24. Where should I start?
What assumption, hypothesis or idea will you try to test?
What will you make to answer this question?
What will you be able to observe or measure through this prototype?

25. Design to learn Method Why How
Method
Why
How
Experience prototype
Helps unveil unanticipated issues or needs + evaluate ideas
Code, mockup or create prototype to simulate the experience
Scenarios
Helps evaluate service concepts, communicate and test essence of idea in context
Character-rich storyboard
Mockup web page or interactive application
Paper modeling
Think through, visualize and organize interactive pieces of your design
Quickly sketch and layout interactive components for basic usability
Flow analysis
Think through the logic in your system, or identify opportunities
Pseudo code, flow diagram of information or activities in system or process

26. Review 1 2 3 4 Know your user Define the problem Ideation Prototype
Who are you designing your scenario for?
What is the problem you are trying to solve?
Do we really understand what the problem is?
Why is it important to solve?
How will you address key pain points for the user?
How will you bring your concept to life and tell your story to people?