Design Thinking Presentation

What is design thinking?
Design Thinking is a state of mind. It’s a human-centric, holistic approach to problem solving
and business thinking that employs empathy, ideation, prototyping, and experimentation to
solve real-world issues.
Advantages of Design Thinking:
 It insists businesspeople to keep their focus on

humans and human needs.
 It relies on both creativity and logic.
 It promotes a learn-by-doing approach and even
suggests that failure is a good way to learn.
 It’s crazy collaborative.
 And it posits that the way a thing looks is not a
secondary consideration; rather, things cannot
function well if they don’t appeal to our hardwired
visual senses.
PHASE I: Understanding and Empathy
How to empathize:
1. Observe. View users and their behavior in the context of their lives. As
much as possible, do observations in relevant contexts alongside
interviews. Some of the most powerful realizations come from noticing a
disconnection between what someone says and what s/he does.
2. Engage. Sometimes we call this technique “interviewing” but it should
really feel more of like a conversation. Keep the conversation only loosely
bounded. Engagement can come through both short ‘intercept’ encounters
and longer scheduled conversations.
3. Watch and Listen. You should combine observation and engagement. Ask
someone to show you how they complete a task. Ask them to vocalize
what’s going through their mind as they perform a task or interact with an
object. Use the environment to prompt deeper questions.
PHASE II: Defining the Problem
Point-of-view: to craft a meaningful and actionable problem
statement that focuses on the insights and needs of a particular
user or composite character.
How to define:
1.) Develop an understanding of the type of person you are
designing for, i.e., your USER.
2.) Synthesize and select a limited set of NEEDS that you think are
important to fulfill.
3.) Work to express INSIGHTS you have developed through the
synthesis of information you have gathered in the first phase, the
empathy and your research work.
4.) Formulate an actionable PROBLEM STATEMENT by combining
the three (3) elements – user, needs, and insights that will drive the
rest of your design work.
PHASE III: Brainstorming Solutions
A person ideate by combining your conscious and unconscious mind and rational
thoughts with imagination.
The various forms of ideation are leveraged to:
• Stepping beyond obvious solutions, thus increasing the innovation potential of

your solution set;
• Harnessing the collective perspectives and strengths of your teams;
• Uncovering unexpected areas of exploration;
• Creating fluency (volume) and flexibility (variety) in your innovation options; and,
• Getting obvious solutions out of your heads and driving your team beyond them.
Example of brainstorming is Prototyping. It is an ideation technique through physically making something, and a
person comes at point where decisions are needed to be made. This encourages new ideas to follow.
PHASE IV: Prototyping Solutions
A prototype can be anything that a user can interact with.
Ideally it is something a user can experience.
Benefits of Prototype
1.) To ideate and problem-solve. Build to think.
2.) To communicate. If a picture is worth a thousand words, a prototype is worth a thousand pictures.
3.) To start a conversation. Your interactions with users are often richer when centered around a conversation piece. A prototype
is an opportunity to have another directed conversation with a user.
4.) To fail quickly and cheaply. Committing as few resources as possible to each idea means less time and money invested up
front.
5.) To test possibilities. Staying on low resolution allows you to pursue many different ideas without committing to a direction
too early on.
6.) To manage the solution-building process. Identifying a variable also encourages you to break a large problem down into
smaller, testable chunks.
PHASE IV: Prototyping
Solutions
How to Prototype
1. Start building. Even if you aren’t sure of what you’re doing, the act of picking
up some materials—post-its, tape, and other small objects are a good way to start!
—will be enough to get you going.
2. Don’t spend too long on one (1) prototype. Let go before you find yourself
getting too emotionally attached to one (1) prototype.
3. Identify a variable. Identify what’s being tested with each prototype. A
prototype should answer a particular question when tested. That said, don’t be blind
to the other tangential understanding you can gain when someone responds to a
prototype.
4. Build with the user in mind. What do you hope to test with the user? What sorts
of behavior do you expect? Answering these questions will help focus your
prototyping and help you receive meaningful feedback in the testing phase.
PHASE V: Testing the Solution
Testing is another opportunity to understand your user. Continue to ask

“Why?” and focus on what you can learn about the person, the
problem, and your potential solutions.
Ideally, you can test within a real context of the user’s life.
A rule of thumb: always prototype as if you know you’re right, but

test as if you know you’re wrong; testing is the chance to refine your
solutions and make them better.
PHASE V: Testing the Solution
Benefits of Testing the Solution:
•To refine prototypes and solutions. Testing informs the next iterations of prototypes. Sometimes this
means going back to the drawing board.
•To learn more about your user. Testing is another opportunity to build empathy through observation
and engagement; it often yields unexpected insights.
•To refine your POV. Sometimes testing reveals that not only did you get the solution wrong, but you
also failed to frame the problem correctly.
How to Test:
•Show; Don’t Tell. Put your prototype in the user’s hands – or your user – within an experience. And
don’t explain everything (yet). Let your tester interpret the prototype. Watch how they use (and
misuse!) what you have given them, and how they handle and interact with it; then, listen to what they
say about it and the questions they have.
•Create Experiences. Create your prototypes and test them in a way that feels like an experience that
your user is reacting to, rather than an explanation that your user is evaluating.
•Ask Users to Compare. Bringing multiple prototypes to the field to test gives users a basis for
comparison, and comparisons often reveal latent needs.
Thank you for your attention!
Have a nice day!

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What is design thinking?

Advantages of Design Thinking:

 It insists businesspeople to keep their focus on

The various forms of ideation are leveraged to:

• Stepping beyond obvious solutions, thus increasing the innovation potential of

Testing is another opportunity to understand your user. Continue to ask

A rule of thumb: always prototype as if you know you’re right, but

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