slidesmania.
com
Design
Thinking
slidesmania.com
Design Thinking
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
Tim Brown
slidesmania.com
Design Thinking
is a constant process of trying to find
innovative solutions to problems
through deep understanding and
empathy of the target user
slidesmania.com
What is Design Thinking
Is a human-centered approach to
innovation that draws from the
designer’s toolkit to integrate the needs
of people, the possibilities of technology,
and the requirements for business
success
slidesmania.com
Example
● Imagine a company that wants to create a new way for
people to pay for things in stores, without cash or
credit cards. They start with the design thinking
process to find a solution that people will love, can be
built with existing technology, and has strong business
potential.
slidesmania.com
Step 1: Empathize – Understanding People’s Needs
The team interviews customers and observes how they currently pay
for items. They find that many people dislike carrying cash and are
worried about the security of credit cards. They also observe that
people often want to make quick transactions without waiting in long
lines.
Step 2: Define the Problem
They define the problem: “How might we create a fast, secure, and
convenient way for customers to make purchases without using cash
or credit cards?”
Step 3: Ideate – Generating Ideas
The team brainstorms various solutions. They think of ideas like using
smartphones, facial recognition, or wearable devices to pay for items.
After some discussion, they decide to explore mobile payments
because many people already own smartphones.
slidesmania.com
Step 4: Prototype – Building a Basic Model
The team develops a simple mobile app prototype where users
can link their bank account and pay by scanning a QR code at
the checkout. This prototype is inexpensive and quick to build,
just enough to test the idea.
Step 5: Test – Getting User Feedback
They test the app with real users in a few stores. Customers love
the convenience but mention a few problems, like difficulty in
setting up the app and concerns about data security. The team
takes this feedback and improves the app by simplifying the
setup process and adding additional security features.
slidesmania.com
Design Thinking is an
approach for creative
problem-solving
slidesmania.com
slidesmania.com
What is unique about design thinking
01 02 03
Human Centered Highly Creative Collaborative
Discover people’s real needs and Look at situations differently. Push Work as a team to look at the
wants. Be able to gain deep past obvious solutions and existing problem holistically and implement
insights of their motivations and alternatives to get to breakthrough solutions to improve people’s
share the feelings of others ideas experience
04 05 06
Interactive Hands-on Show dont Tell
Repeat each phase backwards Ideas are made tangible through Enable the user to experience the
and forwards and arrive at each prototyping. Build rough or lo-fi story through actions, words,
decision or desired result after prototypes to learn how to make thoughts, senses and feelings
rounds of learning and discovery rather than pure description
ideas better
slidesmania.com
design thinking is NOT
Only for creative A narrow equation Just a
people or product to aesthetics and brainstorming
designers craft session
A one-day An approach to A silver bullet for
princess where the replace analytical all types of
problem can be problem-solving problems
solve in 24 hours
slidesmania.com
Benefits of Design Thinking
✂ Create better customer and employee experience
✂ Deepen and widen customer relationship
✂ Improved customer retention
✂ Reduce inefficiencies-identifying and eliminating wasted time, resources, or
efforts within a process or system.
✂ Design new business models
✂ Increase value to society-improve people's lives, communities, or the
environment
slidesmania.com
Success Story - Starbucks
slidesmania.com
Success Story 2 – GE Health Care
slidesmania.com
The Design Thinking Process
slidesmania.com
● conduct observations to engage
EMPATHIZE and empathize with your users
Research Your
Users’ Need
• immerse yourself in your users’
-Gain real insights physical environment to gain a
into users and their deeper, personal understanding of
the issues involved—as well as
needs their experiences and motivation
slidesmania.com
1. Empathize
•Goal: Understand the user's needs, experiences, and
challenges.
•Activities: Observing users, conducting interviews, and
immersing oneself in the user's environment.
•Purpose: To discover problems that are worth solving
by gaining deep insights into the users' perspectives and
context.
slidesmania.com
slidesmania.com
DEFINE
● Organize information
State Your Users’ gathered during empathize
Needs and
Problems
Define the problem • Analyze observation to
statement in a human- define the core problems.
centered manner
slidesmania.com
2. Define
•Goal: Clearly articulate the problem you want to solve.
•Activities: Analyzing and synthesizing the information
gathered during the Empathize stage to create a clear
problem statement.
•Purpose: To frame the challenge based on real user needs,
setting the stage for generating relevant and impactful
solutions.
slidesmania.com
IDEATE
• Look at the problem from
a different perspective
Challenge
Assumptions and
Create Ideas ● Identification of innovative
solutions to the problem
statement created
slidesmania.com
3. Ideate
•Goal: Generate a broad range of ideas and potential
solutions to the defined problem.
•Activities: Brainstorming sessions, exploring different
approaches, and encouraging creativity without
limitations.
•Purpose: To create a variety of innovative solutions that
address the problem, increasing the chance of finding the
best possible approach.
slidesmania.com
Techniques in Ideation
Brainstorm Brainwrite
● participants write
● Participants
spontaneously their ideas in
share their silence instead of
ideas speaking aloud
slidesmania.com
Techniques in Ideation
Worst Possible SCAMPER
Idea
● method where team a creative brainstorming
technique
members
purposefully seek It is an acronym that stands for
the worst solutions Substitute, Combine, Adapt,
Modify, Put to another use,
in ideation sessions.
Eliminate and Rearrange
slidesmania.com
PROTOTYPE • Produce several scaled-down
version of the product to
Start Creating investigate key solutions
Solutions
-Identification of the ● Identification of the best
best possible solution possible solution for each of
the problem identified during
the first three stages
slidesmania.com
4. Prototype
•Goal: Build simple, experimental versions of your
ideas.
•Activities: Creating basic models or simulations of
solutions that can be quickly tested and improved.
•Purpose: To make ideas tangible, allowing for
quick feedback and insights that help refine and
improve the solution.
slidesmania.com
TEST ● Test the complete product
using the best solutions
identified in the prototype
stage
Try your solutions
out
• Testing of solutions to derive a
deep understanding of the
product and its users
slidesmania.com
5. Test
•Goal: Validate the prototype with real users to
gather feedback.
•Activities: Testing prototypes with users,
observing their interactions, and gathering their
reactions.
•Purpose: To assess the effectiveness of the
solution and identify any areas for further
improvement.
slidesmania.com
Traditional Thinking Design Thinking
slidesmania.com
slidesmania.com
slidesmania.com
slidesmania.com
i s ! slidesmania.com
r y Th
ts T
Le
Design Challenge
Making a parachute
Each group will make a parachute
using the available resources
slidesmania.com
Materials to bring
● Cutter, scissors
● Plastic
● Thread
● Coke cup
slidesmania.com
Thank you!
