UNIT – 1
Introduction to Design Thinking
Meaning of Design Thinking
Design Thinking is not just the property of designers — all the great inventors of engineering,
science, literature, art, music, and business have used it. Design thinking supports in
developing, teaching, learning, and applying strategies to solve complications in a creative
manner in the projects and processes of the business
Definition of Design Thinking
“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”
The goal of the design thinking process is to come up with solutions, products, or services
that are desirable for the user, economically viable from a business perspective, and
technologically feasible.
Why Design Thinking
Design thinking is important because it's a structured process that helps people develop
innovative solutions to problems. It's used in many industries, including technology,
engineering, and architecture.
It's efficient
Design thinking provides a clear process that's more efficient than trial and error.
It's human-centered
Design thinking focuses on people's needs, which helps ensure solutions are relevant and
practical.
It's collaborative
Design thinking encourages teams to work together to combine ideas and perspectives.
It's iterative
Design thinking allows teams to learn from failures and gradually improve.
It's creative
Design thinking encourages diverse thinking and the generation of new ideas.
How is design thinking used?
In business
Design thinking can help businesses develop products, services, and processes that are
innovative, cost-effective, and relevant to their customers.
In education
Design thinking can help children develop critical thinking skills by teaching them to clearly
define problems and explore different aspects of them.
In daily life
Design thinking can help people learn new skills, tackle projects, and make better decisions.
Three Lenses of Innovation
The three lenses of design thinking are desirability, feasibility, and viability. These lenses are
used to evaluate ideas and ensure that solutions are usable and profitable.
Desirability:
What people want and What makes sense to people.
Feasibility
What is technically possible and What is easy or difficult to build.
Viability
• What is likely to become part of a sustainable business model
• Can the company profit from the solution?
History of Design Thinking
The methods and concepts of design thinking, although promoted by developing companies
and design consultants, ranging from a wide range of fields including software development,
engineering, anthropology, psychology, art, and business.
Design ideas as they exist today have evolved collaboratively in various fields and industries.
Over 50 years, and even more have emerged and merged into the quasi-Darwin system of
natural selection.
These have been integrated, documented, and promoted by leading design firms and
educational institutions (such as Stanford's [Link], and Rotman School of Management),
and have been increasingly accepted by the industry
While these evolutionary and experimental design experiments have led to methods process
in the form of design thinking tools and methods
• 1950s: Herbert Simon, a Nobel laureate, introduced concepts of decision-making and
problem-solving in his book The Sciences of the Artificial (1969), often cited as
foundational to design thinking.
• 1970s: The term "design methods" gained traction, formalizing systematic approaches
to problem-solving. This period also saw the rise of participatory design, emphasizing
collaboration with end users.
• 1980s: The design firm IDEO, led by David Kelley, started popularizing human-
centered approaches to innovation.
• 1991: IDEO formally introduced "design thinking" as a framework for creating
innovative products and services.
• 1990s: Richard Buchanan published “Wicked Problems in Design Thinking” (1992),
connecting design thinking to broader societal challenges.
• 2000s: Design thinking expanded beyond traditional design fields into business,
education, and healthcare. IDEO and the Stanford [Link] (founded in 2004) became
leading proponents
• 2009: Tim Brown, IDEO’s CEO, published Change by Design, solidifying design
thinking’s role in business strategy.
• 2010s: Design thinking became a buzzword, embraced by organizations like Google,
IBM, and SAP for driving innovation.
• 2012: Apply the study of design thinking principles in engineering.
• 2015: Verbal protocol analysis, cognitive ethnography, controlled laboratory
experiments, and other formal methods from cognitive science have been rigorously
applied in engineering
• 2017: Design thinking reflected in many applications like prototyping, solution-based
method is often useful way to encourage inspiration, ideation and organization
learning and human centered methods
How Design Thinking Differs from Traditional Thinking
Design thinking differs from traditional thinking by prioritizing user empathy and an
iterative, flexible approach to problem-solving, while traditional thinking tends to be more
linear, data-driven, and focused on finding a single, optimal solution based on existing
knowledge, often neglecting the user perspective;
design thinking actively seeks to understand user needs through observation and interaction,
leading to more creative and user-centric solutions through rapid prototyping and testing
cycles
Here are the differences between Design Thinking and Traditional Thinking:
Design Thinking
1. Focused on the needs of the user
2. Well, suited to ill-defined or complex human problems
3. Starts with observation and explores solutions
4. An iterative process
5. Involves brainstorming and collaboration
6. Flexible and open to change
7. Relies on divergent thinking and creativity
8. Goes hand in hand with agile management methods
9. Relies on creativity, collaboration, and diversity
10. It’s about innovation
11. Reduces risk by embracing learning and change
12. Encourages creativity and out-of-the-box thinking
13. It’s about making things better for humans
14. Focused on the future
15. Explores potential futures
16. Open-ended and fluid
17. Great for new products and services
Traditional Thinking
1. Focused on the needs of the business
2. Well suited to well-defined technical problems
3. Starts with a problem and builds a solution
4. A linear process
5. Relies on analysis and decision making
6. Relies on critical thinking
7. Rigid and resistant to change.
8. Goes hand in hand with waterfall management methods
9. Relies on analysis, decision making, and specialists
10. It’s about efficiency
11. Often requires large upfront investments
12. Relies on proven methods and solutions
13. It’s about making things work
14. Focused on the past or present
15. Analyses existing problems
16. Focused and structured
17. Great for solving specific functional problems
Example: Improving Public Transportation
🚫 Traditional Thinking Approach:
A city's government notices that buses are always late, causing frustration among
commuters.
Solution using Traditional Thinking:
• Analyze existing traffic data.
• Create a fixed schedule for buses.
• Install more bus lanes for faster movement.
Potential Problems:
❌ Focuses only on the technical issue (bus delays), not commuter experience.
❌ Assumes that adding bus lanes will fix delays, but ignores real commuter pain points
like comfort, safety, and accessibility.
✅ Design Thinking Approach:
Instead of jumping to conclusions, the city empathizes with commuters to understand their
frustrations.
Steps Taken:
1. Empathize:
o Conduct surveys & interviews with daily commuters.
o Observe how people interact with the bus system.
o Key Insights:
✅ Buses are overcrowded.
✅ Unclear bus schedules create confusion.
✅ Elderly & disabled people struggle to board.
2. Define the Problem:
o Instead of just fixing "bus delays," redefine the problem:
"How might we create a smoother, more reliable, and comfortable
commuting experience?"
3. Ideate Solutions:
o Brainstorm multiple solutions beyond bus lanes, including:
✅ A real-time tracking app for better scheduling.
✅ More frequent, smaller buses to reduce crowding.
✅ Dedicated accessibility features for elderly & disabled passengers.
4. Prototype & Test:
o Implement a pilot program with small-scale tests.
o Gather feedback & refine the solution
Principles of Design Thinking
The principles of design are guidelines that help designers create visually appealing,
functional, and harmonious compositions. These principles are applied across various design
disciplines, including graphic design, architecture, interior design, fashion, and industrial
design.
1. Balance
Distribution of visual weight within a design.
Types:
Symmetrical Balance: Elements are evenly distributed, creating a formal and stable
appearance.
Asymmetrical Balance: Elements are unevenly distributed but achieve visual equilibrium
through contrast in size, color, or texture.
Radial Balance: Elements radiate from a central point.
2. Contrast
Differences between elements to create visual interest or highlight key areas.
Examples:
o Light vs. dark colors.
o Smooth vs. rough textures.
o Large vs. small shapes.
3. Emphasis
Drawing attention to a specific part of the design, often called the focal point.
How to Achieve:
o Use contrasting colors, bold typography, or unique shapes.
o Position the focal element strategically (e.g., at the center or along the rule of
thirds).
4. Movement
The path the viewer's eye follows through a design.
How to Create Movement:
o Use lines, curves, or directional elements.
o Arrange elements to guide the viewer from one part of the design to another.
5. Repetition and Rhythm
Repetition: Reusing elements like colors, shapes, or patterns to create unity and consistency.
Rhythm: A sense of organized movement, achieved by repeating elements with variation
(e.g., alternating sizes or colors).
6. Proportion and Scale
Proportion: The relationship between the sizes of elements within a design.
Scale: The size of elements in relation to each other and the overall composition.
Proper proportion and scale create harmony and realism in a design.
7. Unity and Harmony
Unity: Ensuring all elements work together cohesively to convey a single message or
purpose.
Harmony: Combining similar elements to create a pleasing, balanced design.
8. Space
The area between, around, or within elements in a design.
Types:
o Positive Space: The area occupied by design elements.
o Negative Space (White Space): The empty or unused space that enhances
clarity and focus.
9. Alignment
Arranging elements to create order, organization, and visual connections.
Types:
o Left, center, or right alignment.
o Grid-based layouts for structure.
10. Variety
Incorporating diverse elements to avoid monotony and keep the design engaging.
How to Add Variety: Use different shapes, colors, textures, or patterns.
Elements of Design
The elements of design are the fundamental building blocks used to create visual
compositions. These elements work in harmony with the principles of design to convey
messages, evoke emotions, and achieve aesthetic appeal. Here’s an overview of the key
elements:
1. Line
A continuous mark that connects two points.
Types:
o Straight Lines: Suggest stability, structure, or direction.
o Curved Lines: Convey fluidity, softness, or movement.
o Diagonal Lines: Imply action, energy, or tension.
o Zigzag Lines: Represent chaos, excitement, or unpredictability.
Uses: To define shapes, guide the viewer's eye, or create patterns.
2. Shape
A two-dimensional, enclosed area created by lines, color, or texture.
Types:
o Geometric Shapes: Precise and regular (e.g., squares, circles, triangles).
o Organic Shapes: Irregular and free-form, often inspired by nature.
Uses: To form objects, symbols, or abstract representations.
3. Form
A three-dimensional object that has depth, width, and height.
Types:
o Geometric Forms: Structured and mathematical (e.g., cubes, spheres).
o Organic Forms: Natural and irregular (e.g., rocks, trees).
Uses: To create depth, realism, and tactile qualities in a design.
4. Space
The area around, between, or within elements.
Types:
o Positive Space: The area occupied by elements.
o Negative Space (White Space): The empty or unused space around elements.
Uses: To create balance, focus, and clarity.
5. Texture
The surface quality of an object, which can be visual (implied) or tactile (felt).
Types:
o Actual Texture: Physical texture you can touch.
o Implied Texture: Visual illusion of texture, created through patterns, shading,
or lines.
Uses: To add depth, contrast, and interest to a design
6. Color
The perception of light reflecting off objects, categorized by hue, value, and saturation.
Components:
o Hue: The name of the color (e.g., red, blue).
o Value: The lightness or darkness of a color.
o Saturation: The intensity or purity of a color.
Uses: To evoke emotions, create mood, and establish hierarchy.
7. Value
The lightness or darkness of a color or tone.
Uses: To create depth, contrast, and emphasis. High contrast values highlight focal points,
while subtle gradients create softness and realism.
8. Typography
The art and technique of arranging type.
Components:
o Font styles, sizes, spacing, and alignment.
Uses: To communicate text visually, enhance readability, and convey tone.
9. Size and Scale
The physical dimensions of elements and their relationships to each other.
Uses: To create emphasis, balance, and proportion within a composition.
10. Pattern
The repetition of elements in a regular or organized way.
Uses: To add rhythm, texture, and visual interest.
New Materials in Industry
Advancements in materials science are transforming various industries, from construction
and manufacturing to electronics and healthcare. Here are some of the most innovative
materials being used today:
1. Smart Materials
These materials can change their properties in response to external stimuli such as
temperature, pressure, or electricity.
• Shape Memory Alloys (SMA) – Metals like Nitinol return to a predetermined shape
when heated (used in medical stents and robotics).
• Self-Healing Polymers – Plastics that can repair themselves after being scratched or
cracked (used in automotive coatings and electronics).
• Piezoelectric Materials – Generate electricity when subjected to mechanical stress
(used in sensors and energy harvesting).
2. Nanomaterials
Materials engineered at the nanometre scale (1–100 nm) for superior properties.
• Graphene – A single layer of carbon atoms, stronger than steel and highly conductive
(used in batteries, flexible electronics, and coatings).
• Carbon Nanotubes – Used in lightweight composites, aerospace, and high-
performance electronics.
• Nanocellulose – A strong, biodegradable material derived from plant fibers (used in
packaging, medicine, and filtration).
3. Sustainable & Bio-Based Materials
Eco-friendly alternatives to conventional materials.
• Bioplastics – Derived from natural sources like corn starch or algae, replacing
petroleum-based plastics.
• Mycelium (Fungal Materials) – Used for biodegradable packaging, building
insulation, and even furniture.
• Recycled Composites – Waste materials transformed into strong, lightweight
alternatives for construction and automotive industries.
4. Advanced Composites
High-performance materials made by combining different substances for superior strength
and flexibility.
• Carbon Fiber Reinforced Polymers (CFRP) – Lightweight yet extremely strong
(used in aerospace, sports equipment, and high-end vehicles).
• Metal Matrix Composites (MMC) – Metals combined with ceramics or fibers for
enhanced durability (used in aerospace and automotive applications).
5. 3D-Printed Materials
Materials optimized for additive manufacturing.
• Self-assembling Polymers – Can change shape or structure post-printing (used in
biomedical implants and robotics).
• Concrete and Bio-Cement – Used for 3D-printed buildings and sustainable
construction.
6. Superconductors & Advanced Ceramics
Enhancing energy efficiency and extreme temperature resistance.
• High-Temperature Superconductors (HTS) – Enable lossless electricity
transmission (used in maglev trains and quantum computing).
• Zirconia-Based Ceramics – Extremely tough ceramics used in medical implants and
cutting tools.
7. Transparent Metals & Conductive Glass
Revolutionizing electronics and construction.
• Aluminium Oxynitride (ALON) – A transparent, bulletproof ceramic (used in
military and aerospace).
• Indium Tin Oxide (ITO) – A conductive, transparent material used in touchscreens,
smart windows, and OLED displays.
8. Liquid Metals
Metals that remain in a liquid state at room temperature for flexible electronics.
• Gallium-Based Alloys – Used in soft robotics, stretchable circuits, and reconfigurable
devices.
UNIT – II
Design Thinking Process
Design Thinking is a user-centered, iterative process used to solve problems and create
innovative solutions. It consists of five main stages: Empathize, Define, Ideate, Prototype,
and Test. In simple terms, Design Thinking is a methodology that aims to tackle highly
complex problems.
1. Empathize
The Design Thinking process starts with empathy. To create desirable products and
services, you need to understand who your users are and what they need. What are their
expectations about the product you’re designing? What challenges and pain points do they
face within this context?
During the empathize phase, you’ll spend time observing and engaging with real users (or
people who represent your target group)—conducting interviews, seeing how they interact
with an existing product, and generally paying attention to facial expressions and body
language.
As the first step in the Design Thinking process, the empathize phase encourages you to set
your assumptions aside. Armed with first-hand insights, you can design with real users in
mind.
2. Define
In the second stage of the Design Thinking process, you’ll define the user problem you
want to solve. First, you’ll gather all of your findings from the empathize phase and start
piecing them together. What common themes and patterns did you observe? What user needs
and challenges consistently came up?
Once you’ve synthesized your findings, you’ll formulate what’s known as a problem
statement. A problem statement—sometimes called a point of view (POV) statement—
outlines the issue or challenge you seek to address.
As with anything in the Design Thinking process, the problem statement keeps the user in
focus. Rather than framing your problem statement as a business goal.
By the end of the define phase, you will have a clear problem statement to guide you
throughout the design process. This will form the basis of your ideas and potential solutions.
3. Ideate
The third stage in the Design Thinking process consists of ideation—or generating
ideas. By this point, you know who your target users are and what they want from your
product. You also have a clear problem statement that you’re hoping to solve. Now it’s time
to come up with possible solutions.
The ideation phase is a judgment-free zone where the group is encouraged to venture away
from the norm, explore new angles, and think outside the box. You’ll hold ideation sessions
to generate as many ideas as possible—regardless of whether or not they’re feasible! For
maximum creativity, ideation sessions are often held in unusual locations.
Throughout this stage of the Design Thinking process, you’ll continuously refer back to your
problem statement. As you prepare to move on to the next phase, you’ll narrow it down to a
few ideas, which you’ll later turn into prototypes to be tested on real users.
4. Prototype
In the fourth stage of the Design Thinking process, you’ll turn your ideas from stage
three into prototypes. A prototype is essentially a scaled-down version of a product or
feature—be it a simple paper model or a more interactive digital representation.
The aim of the prototyping stage is to turn your ideas into something tangible which can be
tested on real users. This is crucial in maintaining a user-centric approach, allowing you to
gather feedback before you go ahead and develop the whole product. This ensures that the
final design solves the user’s problem and is a delight to use!
5. Test
The fifth step in the Design Thinking process is dedicated to testing: putting your
prototypes in front of real users and seeing how they get on. During the testing phase,
you’ll observe your target users—or representative users—as they interact with your
prototype. You’ll also gather feedback on how your users felt throughout the process.
The testing phase will quickly highlight any design flaws that must be addressed. Based on
what you learn through user testing, you’ll go back and make improvements
The Design Thinking process is iterative and non-linear. The results of the testing phase will
often require you to revisit the empathize stage or run through a few more ideation sessions
before you create that winning prototype.
Design thinking process in driving innovations
Design thinking is a human-centered, iterative approach to problem-solving that fosters
innovation by understanding user needs and prototyping solutions. It is widely used in
industries like technology, healthcare, finance, and product design to create groundbreaking
solutions.
Examples of Innovation Driven by Design Thinking
Apple – Revolutionized user experience with the iPhone by focusing on intuitive design.
Airbnb – Transformed its business by redesigning customer experience through empathy
driven insights.
Tesla – Iterates on EV designs based on real-world user feedback and rapid prototyping.
By implementing design thinking, companies can disrupt industries, enhance customer
experiences, and drive continuous innovation in a competitive market.
Innovation Driven by Design Thinking in Apple’s Laptops (MacBook
Series)
Apple's MacBook series is a prime example of design thinking-driven innovation,
transforming the laptop industry by focusing on user experience, simplicity, and cutting-
edge technology.
From the first MacBook (2006) to the MacBook Air, MacBook Pro, and Apple Silicon
(M1, M2, M3 chips), Apple has continuously used design thinking principles to redefine
the laptop experience.
Empathize – Understanding User Needs
Apple’s innovation starts with deep user research, focusing on how people interact with
their devices.
Problem Before the MacBook (Early 2000s)
• Laptops were bulky, heavy, and had short battery life.
• Users wanted portability without sacrificing power.
• Designers and professionals needed high-performance machines with great displays.
🔹 Apple’s User-Centric Approach
✅ Conducted interviews, observations, and usability tests.
✅ Focused on user frustrations like slow processors, poor battery life, and unresponsive
trackpads.
Define – Reframing the Problem
Instead of just improving existing laptops, Apple redefined what a laptop should be.
Reframed Problem Statement:
✅ "How can we create a laptop that is ultra-portable, long-lasting, and seamlessly integrated
with the Apple ecosystem?"
🔹 MacBook Innovations Based on User Needs
✅ MacBook Air (2008): World’s thinnest laptop, focusing on portability.
✅ Retina Display MacBook Pro (2012): Industry-leading high-resolution screen for
designers and professionals.
✅ M1 MacBooks (2020+): Faster, fanless, and more power-efficient due to custom Apple
Silicon chips.
Ideate – Generating Innovative Solutions
Apple’s cross-disciplinary teams (designers, engineers, UX researchers) brainstormed
radical improvements to laptops.
Breakthrough Innovations in MacBooks:
✅ Unibody Aluminium Design (2008): Made laptops thinner, stronger, and more premium.
✅ MagSafe Charging (2006, reintroduced 2021): Prevents damage from accidental cable
pulls.
✅ Retina Display (2012): Industry-leading high-resolution screens for stunning visuals.
✅ Force Touch Trackpad (2015): Added haptic feedback, improving navigation.
✅ Touch Bar (2016, later removed): Introduced dynamic touch controls.
✅ Apple Silicon (M1, M2, M3 – 2020+): Game-changing power and efficiency
improvements, outperforming Intel chips.
Prototype – Testing and Refining the Designs
Before launching, Apple prototypes extensively, gathering feedback from engineers,
designers, and users.
Prototyping Examples in MacBook Development:
✅ MacBook Air (2008): Tested various form factors to find the perfect balance of size,
weight, and battery life.
✅ Retina Display (2012): Refined color accuracy and resolution through multiple iterations.
✅ M1 MacBooks (2020+): Apple tested performance, thermal efficiency, and software
compatibility before launch.
Test & Implement – Delivering Seamless Experiences
Apple doesn’t stop at launch—it continuously gathers user feedback and improves future
MacBooks.
Example: MacBook Keyboard Redesign (2016-2020)
• Butterfly Keyboard (2016) – Ultra-thin, but prone to failure due to dust and debris.
• User Complaints: Sticky keys, unreliable typing experience.
• Apple’s Response:
✅ Improved mechanisms (2018, 2019).
✅ Fully replaced with the Magic Keyboard (2020), bringing back reliability and
comfort.
🔹 Example: Apple Silicon (M1, M2, M3 – 2020+)
• Users wanted better battery life and performance without overheating.
• Apple replaced Intel chips with in-house M1 processors, dramatically improving:
✅ Speed (2-3x faster performance).
✅ Battery life (up to 20 hours on MacBook Air).
✅ No need for cooling fans in some models.
==================================================================
Design thinking in social innovation
Design Thinking is a human-centered, problem-solving approach that has become a
powerful tool for social innovation—solving complex societal challenges in areas like
healthcare, education, sustainability, and economic development. It helps organizations and
communities develop creative, practical, and sustainable solutions by deeply understanding
the needs of people.
Empathize – Understanding the Real Needs
Social innovation starts with empathy—deeply understanding the struggles and aspirations of
people affected by social issues.
🔹 Example: Human-Centered Healthcare in Africa
• Challenge: High maternal mortality rates due to lack of access to hospitals.
• Empathy Approach: NGOs interviewed pregnant women in remote villages.
• Insight: Distance and cost prevented women from traveling for care.
• Innovation: Creation of mobile maternity clinics and training local midwives to
provide safe childbirth solutions
Define – Framing the Right Problem
Instead of jumping to solutions, design thinking helps reframe problems to find their root
causes.
🔹 Example: Tackling Homelessness in the U.S.
• Initial Problem: "How do we provide more shelters for homeless people?"
• Reframed as: "How might we prevent homelessness before it happens?"
• Solution: Social organizations worked on job training, mental health support, and
early intervention programs rather than just building shelters.
Ideate – Generating Innovative Solutions
Once the problem is clear, diverse teams brainstorm multiple creative ideas to tackle it.
🔹 Example: Education for Refugee Children
• Challenge: Millions of refugee children lack access to formal education.
• Brainstorming Outcomes:
✅ Digital classrooms using tablets with preloaded lessons.
✅ Pop-up schools in refugee camps with trained volunteers.
✅ Community-led teaching using local resources and peer learning.
Prototype – Testing Small-Scale Solutions
Instead of implementing a large-scale change immediately, solutions are tested quickly and
improved based on feedback.
🔹 Example: Clean Water Solutions in India
• Idea: A low-cost water filtration system for rural villages.
• Prototype: Community members were given test versions to use.
• Feedback: Some found the system too complex; others needed larger capacity.
• Refinement: The design was simplified, and larger models were introduced.
Test & Implement – Scaling Impactful Innovations
Social innovations are tested with communities, improved through feedback, and scaled to
create widespread impact.
🔹 Example: Mobile Banking for the Unbanked (M-Pesa, Kenya)
• Problem: Rural communities lacked access to banks.
• Innovation: A mobile money transfer system allowing financial transactions via SMS.
• Testing & Refinement:
✅ Piloted with small groups.
✅ Adjusted for security and ease of use.
✅ Scaled to millions of users, improving financial inclusion.
==================================================================
Tools of Design Thinking
Design thinking is a human-centered approach to innovation and problem-solving that
involves understanding users' needs, generating creative ideas, and developing practical
solutions. Below are the tools you've mentioned and how they contribute to the design
thinking process:
Persona
Personas are fictional characters, which you create based upon your research in order to
represent the different user types that might use your service, product, site, or brand in a
similar way. Creating personas helps the designer to understand users’ needs, experiences,
behaviours and goals.
Why Use Personas in Design Thinking?
• Builds empathy: Helps teams understand users’ challenges and motivations.
• Guides decision-making: Keeps the design process user-centered.
• Improves focus: Prevents designing for “everyone” by targeting specific user groups.
• Enhances communication: Aligns teams around a shared understanding of the user.
Characteristics of a Good Persona
A good user persona should be detailed, realistic, and relatable.
It should represent a real user group and describe actual user needs based on evidence.
It should provide clear insights into who the users are, their motivations, goals, and needs,
and how they interact with the product.
Additionally, user personas should be based on real data obtained through in-depth user
research, interviews, surveys, and other feedback methods.
1. A good user persona should be based on user research and data.
2. A good user persona should be detailed and specific.
3. A good user persona should be realistic and represent a real person.
4. A good user persona should be actionable and help guide the product team.
Customer Journey Map
A Customer Journey Map (CJM) is a visual representation of a customer's experience with a
product, service, or brand over time. It is an essential tool in design thinking that helps teams
understand user needs, emotions, and pain points at each stage of interaction.
Creating a customer journey map will provide you with a visual storyline of how a buyer or a
customer persona engages with your business at every touchpoint. From seeing your brand on
social media to going into the store to buy the product — the customer journey will document
the entire story.
Why Use a Customer Journey Map?
• To gain empathy for users by seeing things from their perspective.
• To identify pain points and friction in the user experience.
• To spot opportunities for innovation and improvement.
• To align teams around a shared understanding of the user experience.
Key Components of a Customer Journey Map
1. Personas:
o Represents the type of customer using the product/service.
o Includes demographics, goals, pain points, and behaviors.
2. Stages of the Journey:
o The key steps the customer goes through, such as:
▪ Awareness (Discovering the product)
▪ Consideration (Researching options)
▪ Purchase (Making a decision)
▪ Use/Experience (Interacting with the product/service)
▪ Support/Feedback (Seeking help or providing feedback)
3. Touchpoints:
o Where and how the customer interacts with the brand (e.g., website, app, store,
customer support).
4. Emotions & Pain Points:
o The highs and lows of the customer's experience.
o Helps identify moments of frustration, confusion, or delight.
5. Opportunities for Improvement:
o Areas where the experience can be enhanced or optimized.
Brainstorming
Brainstorming is a creative technique that involves generating and recording many ideas from
a group of people who work together to solve a problem. A leader or a facilitator guides the
Brainstorming process and encourages the participants to share their thoughts without any
criticism or judgment.
Brainstorming can help to produce a large number of ideas that might not be possible by
working individually. By interacting with each other, listening to each other, and building on
each other’s ideas, Brainstorming aims to enhance the group’s collective thinking.
Why Use Brainstorming in Design Thinking?
• Encourages creativity: Helps teams think beyond conventional solutions.
• Generates diverse ideas: Leverages different perspectives and expertise.
• Fosters collaboration: Encourages open discussion and teamwork.
• Helps break mental blocks: Pushes beyond obvious solutions.
• Supports rapid idea generation: Produces many ideas quickly.
Brainstorming tools and techniques
Brainstorming is a cornerstone of the Design Thinking process, and various tools and
techniques can be used to facilitate this creative exploration.
Mind mapping
Mind Mapping is a highly visual tool that encourages participants to make connections
between different ideas. It starts with a central concept and then branches out to related
subtopics, creating a web of related ideas. This technique encourages lateral thinking and
helps the team visualise the relationships between different concepts, fostering a deeper
understanding of the problem at hand.
Post-it notes
Post-it notes are a simple yet incredibly effective tool for Brainstorming. They allow for
quick, discrete idea generation and can be easily moved around to group or categorise ideas.
This technique allows everyone to contribute, and the colourful notes can make the process
more engaging and visual. Post-its can also be used in combination with other techniques,
such as affinity diagrams, where similar ideas are grouped together to identify patterns or
themes.
Brainwriting
Brainwriting is a variation of traditional Brainstorming, where instead of voicing ideas aloud,
participants write down their ideas. This can be useful when dealing with larger groups or in
situations where some participants might be hesitant to share their ideas in a group setting.
Once the ideas have been written down, they can be shared with the group for further
discussion.
Role play
Role play is a powerful tool for empathy building in the Design Thinking process. By
stepping into the shoes of the end-user, participants can get a deeper understanding of their
needs and challenges. Role-playing different scenarios can spark new insights and ideas that
may not have surfaced through traditional Brainstorming techniques.
Online Brainstorming tools
With the rise of remote working, various online tools have been developed to facilitate
Brainstorming in a virtual setting. These digital platforms, like Miro, MURAL, or
Stormboard, offer virtual whiteboards where participants can add, organise and collaborate on
ideas in real time, regardless of their location. These tools often include features such as
voting, timers, and templates that can enhance the Brainstorming process.
The Six Thinking Hats
Developed by Edward de Bono, this technique encourages participants to think from different
perspectives. Each 'hat' represents a separate way of thinking, such as focusing on facts,
emotions, creativity, etc. By 'wearing' each hat in turn, participants can explore the problem
and potential solutions from various angles, leading to a more comprehensive Brainstorming
session
Product Development in Design Thinking
Product development in design thinking is the process of transforming ideas into tangible
products or services that effectively meet user needs. It follows an iterative, human-
centered approach, ensuring that the final product is desirable (user-friendly), feasible
(technically possible), and viable (profitable).
Why Use Design Thinking in Product Development?
• Focuses on user needs: Ensures the product solves real problems.
• Encourages innovation: Promotes creative solutions and differentiation.
• Reduces risk: Early testing and iteration help avoid costly mistakes.
• Improves market fit: Aligns product features with customer expectations.
• Speeds up time-to-market: Rapid prototyping accelerates development.
Stages of Product Development in Design Thinking
Empathize (User Research)
• Understand the users' needs, behaviors, and pain points through research methods
like:
o Interviews
o Surveys
o Observations
o Focus groups
• Example: A team developing a smart fitness watch might interview athletes to
understand their tracking needs.
Define (Problem Statement)
• Synthesize research findings into a clear problem statement (e.g., "How might we
help busy professionals track their fitness goals effortlessly?").
• Identify gaps in existing solutions.
Ideate (Brainstorming Solutions)
• Generate multiple creative ideas to solve the problem.
• Techniques used:
o Brainstorming
o Mind mapping
o SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use,
Eliminate, Reverse)
• Example: The fitness watch team may explore ideas like AI-powered workout
suggestions or gamified challenges.
Prototype (Create Models & Concepts)
• Develop low-fidelity prototypes (e.g., sketches, wireframes, or 3D models).
• Create high-fidelity prototypes (e.g., functional digital mockups or working models).
• Example: The team might create a simple app interface showing how the fitness
tracker syncs with workouts.
Test (User Feedback & Iteration)
• Test the prototype with real users.
• Collect feedback on usability, design, and functionality.
• Refine the product based on insights.
• Example: If users find the fitness watch hard to navigate, the team might simplify
the UI before final production.
