CHAPTER 3

The Use of
Design Thinking

GROUP 3 : THE USE OF DESI GN THINKING

How to create effective and relevant
content
 Members:

Landicho, Kristine P. Agaton, Nathalie Albarado, Ellaine Jacob, Maverick

First Reporter Second Reporter Third Reporter Fourth Reporter
 Key takeaways:

• What is Design Thinking?

Things • The Power of Storytelling

to discuss •
•
Observation and Insights
Interview
• Experiments
• Art and Science Applied to
Entrepreneurship

C HAP TER 3 : THE USE OF DES IGN THINKING

Flip the Bottle
Flip the Bottle
• This is about providing solutions to problems that focuses on human needs and
user's response.
a. Collaboration b. Ideation c. Human-centricity and Empathy
2. Founder of Apple Company
a. Steve Jobs b. Steve No Jobs c. Steven Universe d. Steve Harvey
3. Finish the common phrase " Think _______?
a. Inside the box b. Within the box c. Without the box d. Outside the box
 Flip the Bottle

4. Blank, shows how a product will look like.

a. Design b. Prototypes c. Experimentation d. No comment
5. This is another way of gathering data by the designer.
a. Sleeping b. Watching k drama c. Interview d. Tulala (Staring into nothing)
6. What is the full name of our Prof in Entrep?
a. John Mikael Armisa b. John Michael Jackson
c. John Michael Armisa d. Jonh Michael Armisa
What is Design
Thinking?
What is Design Thinking?
• Is " a discipline that uses the designer's sensibility and methods to match
people's needs with what is technologically feasible and what a viable
business strategy can convert into customer value and market opportunity". -
Chief Executive Officer, Tim Brown of IDEO

• Is a constant process of trying to find innovative solutions to problems

through deep understanding and empathy of the target user.

• Involves the process of questioning.

Examples of brilliant Design
Thinking
 What is Airbnb?
• Airbnb made use of design thinking from the human insights
that people wanted to share and leverage their assets, hence the
birth of "shared economy".
• Allows property owners to rent out their spaces.
• Rent private rooms, shared spaces , or the entire property.
• Over 100 million people have booked property rentals through
Airbnb.
• Airbnb makes money by charging both hosts and guests for
using its platform, customer support, and payment processing.
 How does Airbnb works?
Being a Guests Being a Host

• It's free to create an account in Airbnb • It's free to post a property for rent on
• Airbnb has listings in over 220 countries Airbnb.
and regions. So there's bound to be a place • Accurately describing your property can
you'll like in the city you're looking to help match your space with the right
visit. guests.
• When, where, and how many people will • Prices & availability can be set according
be staying at the place is up to you. to a host's schedule.
• You don't pay until a host accepts your • The host has the final say on whether or
reservation request. not they want to book to someone.
How Apple successfully leveraged
Design Thinking
“Most people make the mistake of thinking
design is what it looks like. People think it’s
this veneer — that the designers are handed
this box and told, ‘Make it look good!’
That’s not what we think the design is. It’s
not just what it looks like and feels like.
Design is how it works.” — Steve Jobs
Here are some of the principles about design
thinking to wit:

• Human-centricity and Empathy

• Collaboration
• Ideation
• Experimentation and Iteration -
continuous and repetitive process
• A bias towards Action - it is an
applied and practical solution-based
method
The Origins of Design
Thinking
1970s - Design thinking begun to
50s and 60s Onwars - design thinking
emerged because of the issues of collective combine the human, technological,
problem solving of significant societal strategic needs and innovation
changes by engineers, architects and technology .
industrial designers at that time.
21st century - there are many
variants of design thinking that
1969 - book entitled '' The Sciences of the
came out with different number of
Artificial", Herbert A. Simon first mentioned
about design thinking as a way of thinking stages in the process.
The Origins of Design "Outside the box
Thinking thinking"
Hasso-Plattner Institute of Design -
another famous design thinking model was
that of the five-stage design thinking
model suggested by HPID at Stanford.

The design thinking process has become

popular because it was strategic to the
success of many prominent, international
companies such as Google, Apple and
Airbnb.
The Design Thinking
Process

Empathise Define Ideate Prototype Test

1. Empathize: Research About Users' Needs

• Using research, the first step in the design thinking

process allows to obtain understanding of the people
who experience a problem before designing a
solution to serve them.
 1. Empathize: Research About Users' Needs
Here are some key empathy-building methods to gain a deeper understanding of
the users' pulse:

• Empathy interviews - open conversation, constantly asking "why?"

• Immersion and Observation - Observe users/ natural environment/ certain
situation while in action.
• Extreme Users - Extreme Users > Average users when it comes to re-
structuring the problem and discovering fresh insights.
• Ask what, how, and why in curiosity - must always be considered.
 Empathy Map
- helps gather and organize the data from the interview that could lead to
surprising insights.

There are four main components of the empathy map namely:

• Say - User says loudly
• Think - User's thinking
• Do - Actions the user undergoes
• Feel - User's emotional state
2. Define: State Users' Needs and Problems

• The purpose of this problem statement is to establish

the core problems and generate tangible and
actionable ideas to solve the problems.
 2. Define: State Users' Needs and Problems
Here are some guidelines in generating the question under the design thinking process:
• Strengthen the good - all the positive aspects of the customers' needs are intensified.
• Eliminate the bad - all the bad components witnessed in the problem are taken out.
• Search the opposite - the problem needs to be transformed into opportunity.
• Enquiry of the Assumptions - consists of enquiring about the assumption at hand.
• Pinpoint the Unanticipated Resources
• Form an Analogy
• Breakdown the Problem into Pieces
3. Ideate: Challenge Assumptions and Construct
Ideas
• In this stage, designers are prepared to start generating
ideas.

• Brainstorm
• Brainwrite
• Worst Possible Idea
• Scamper - The scamper method is a concept that aims to
look for solutions to problems.
Scamper
a. Substitute - a designer may look for something to replace that will
result in improvements.
b. Combine - An idea might not work alone, but a combination of some
ideas, processes or products could work best.
c. Adapt
d. Modify - which among the part of process or concept is vital.
e. Put to another use
f. Eliminate - removing ineffective procedures could reform them.
g. Reverse - doing things against the original purpose.
4. Prototype: Start to Form Solutions

• A prototype is a low-cost, scaled-down quick working

sample of entrepreneurial ideas for new products or
particular features found in these products.
• It is a tester of what will ultimately become a finished
product.
Prototype: Start to Form Solutions
Here are some of the benefits about prototyping:
• Timely feedback
• Prompt changes save time and cost
• Validation prior to development
• User research and user testing

There are numerous types of prototyping:

• Low fidelity - paper prototypes used in the early stages
• Medium Fidelity - built upon storyboards or user scenarios
• High fidelity - mistaken for the final product
Difference between Prototype and
MVP
( Minimum Viable Product)

The prototype provides a product

overview to stakeholders, an MVP
offers the core features of the
product, ready to be launched in the
market.
• Of course, let’s start with a biggy. Mark Zuckerberg launched thefacebook, yes, the
facebook, in 2004, intending to connect Harvard students. As you can see in the
photo, the facebook’s first release is scaled back to core functionality with just
enough design to get by. The following day after the facebook’s first release, the
MVP gained thousands of users, where Mark went on to evolve Facebook as we
know it today.
5. Test: Try Solutions Out
• The complete product is tested in real life environment using
the best solutions in the previous step.
• Use to redefine or identify further problems.
• Designers can go back to the previous step to make
repetitions.
• Here the stakes are high. If the final users are contented with
the product = it will go into production.
 The
Power of
Storytelling
CHAP TER 3 ': THE USE OF DE S IGN THINKING Entice your audience with stunning visuals.
The Power of
Storytelling
• Stories are about specific events of real people and their
respective lives that can inspire opportunities, ideas and
solutions.
• Storytelling is a vital instrument for feedback. Feedback
is the foundation of the repetitive process of
prototyping that may lead to solving the problem.
• Stories and prototypes are usually interwoven.
The Power of
Storytelling
Usually, every story has the following elements:
• Domain/What - definition of the topic that is the concern of
the story. In the design process it can be the problem of a
consumer that should be resolved.
• Players/Who - These are the people involved in a story.
• Story flow/How - There are three main chapters for each
story namely the beginning, middle, and end.
Storytelling in the Design
Process
Understand - The first diamond helps people
define what the problem is.

Define - The understanding from the discovery

phase can help describe the challenge in a
different manner.

Develop - The second diamond inspires people

to offer multiple answers to the well-defined
problem.

Deliver - includes experimenting different

solutions in a limited way.
Problem Framing
Basically, this step comes early in the design
process that deals with exploring the problem to
know exactly the concern that needs a solution.
Here storytelling is used to identify the problem
using qualitative data from the consumers.
 Solution Framing
• In the solution defenition and prototyping stages,
the designer need to test and evaluate a number of
possible solutions to obtain the best solution based
on the standpoint lof the user.
• Storytelling is used in this stage to confirm the
efficiency of the solution by creating a two-way
communication with the consumer.
 Solution Implementation

• Practically speaking, in the design process the

consumer feedback about the product or the service
can be collected as basis for improvement.
• Storytelling can be used as an instrument to
discover how the end product is used by consumers
in their everyday lives.
Example of
Storytelling
Unpretentious surprise and
delight on the students'
faces when they interacted
with the Coca-Cola "
Happiness Machine"
which is a simple yet
convincing concept.
 Observation
and Insights
Show people the
purpose of your craft

C HAP TER 3 : THE USE OF DES IGN THINKING

 Observation and Insights

• Collecting information about the target consumer is a vital part of the

design thinking approach.
• Knowing what customers think or feel is the initial step towards making
innovative products and services that they want and need.
• Once faced with a problem, the first thing to do is not to discover a
solution immediately. Instead, the mindset must be to ask a question that
might get closer to the cause of problem or back-up an advancement.
 Observation and Insights

In research, there are three types of research that can be used which are:
• Generative Research - new opportunities are identified and the needs
are discovered. (more on the future)
• Evaluative Research - feedback on experiments are collected. (more
on the future)
• Validating Research - also known as traditional market research is
purposely for understanding what is presently happening. (present)
Observation and Insights

is the core element in digging deeper into design thinking.

 Observation and Insights
• Observation centers on raw data that are purposely gathered
from what has been heard and seen excluding interpretation.
After observation comes insight.

• Insight is not an idea but it helps to produce new idea.

• Insight is an interpretation of an interesting information resulting
from interview and observation data that offers new
understanding of a human behavior or attitude that could
initiates opportunities.
 Observation Techniques
Based from the perspective of Spradley, here are the nine dimensions
for observational purposes:
Dimensions for Observation
• Space 7. Time
• Actor 8. Goal
• Activity 9. Feeling
• Object
• Act
• Event
AEIOU Framework
• Use for classifying and construing observations
• 1991 - Rick Robinson and his team developed AEIOU at the
Doblin Group.
• This was done while making a study of the large data about the
over-the-counter interaction at McDonald's restaurants.
• The group ended with the AEIOU framework after clustering
and categorizing these data.
 Example of AEIOU Framework

• Activity

• Environment

• Interactions

• Objects

• Users
 Interview

C HAP TER 3 : THE USE OF DES IGN THINKING

Interview

• Interviewing is an important tool to identify

and empathize with customers' needs, from
ideas and find out new opportunities.
• This is another way of gathering data by the
designer.
Interview Techniques

• Make the interviewee relaxed

• The interview should be on time and heading in the right
direction
• Concentrate on the customer and not on documentation
• Ask open ended questions
• Listen, refrain from talking
• Encourage but not influence
Interview Techniques

7. Follow ones feelings and drill down

8. Repeat to confirm
9. Thank the customer at the end of the process
Effective Interview Questions for Designers

• Types of Open-ended questions according to Michael J.

Marquardt, author of Leading with Questions, which are:
b. Explorative f. Analytical
c. Affective g. Clarifying
d. Reflective
e. Probing
 Effective Interview Questions for Designers

2. Closed questions demand for exact answers. Most of the times it

is a yes or no questions.
• likely to center on facts or the what, when, where questions that
are typically easy to respond to.
Experiments
• Experiment is an approach of
approving or disproving the
soundness of an idea or
hypothesis.

• A hypothesis is a statement of
assumption that is tested using
research and experiments.
What is
Experimentation?
 Three types of experiments,
which are:
• Trying out new experiences - Entrepreneurs try new
experiences like going to other countries, working for
several businesses or learning new skills in order to
create new ideas.
• Taking apart products, processes and ideas -
Entrepreneurs try taking things apart and then later place
them back together. ( This represents inquisitive, creative
and disruptive entrepreneurial mindset.
 Three types of experiments,
which are:
3. Testing ideas through pilots and prototypes - Pilot
experiment is a small-scale study directed towards
evaluating the viability of a product or service.
 Art and Science Applied to
Entrepreneurship
• Entrepreneurship is both an art and a
science.
• Entrepreneurs imagine and create
something that no one else did.
• As an art, an entrepreneur must have
a creative thinking skill to make
some ingenious ideas.
Creativity

is the indispensable foundation of ingenuity and

can be the prime means to the founding of new
firms and to create enhancements in current
products of the company for more efficiency
and competitiveness in the market.
 Science
• calls for combining new information into
prevailing models, or adding new models to a
superior body of knowledge.
• According to Schumpeter, an entrepreneur is a
person who is willing and able to convert a new
idea or invention into a successful innovation.
 Scientific Method
That being said, the scientific element of
entrepreneurship is the one that can make or
break the logical foundation of your company.
You need to know who your customers are, what
they want and how to give it to them if you want
to have a shot at success.
Scientific Method

The best way to figure that out is to use the same

structured method that scientists use to explore
the vast mysteries of the universe. Here's how to
use the scientific method to achieve success as an
entrepreneur:
Scientific Method
• Ask a question
• Research about subject
• Create a hypothesis
• Experiment to test hypothesis
• Assess data and conclude
• Publish results and call others to expand
Thank You For Your
Attention
Chapter 3