Design Thinking
Day 1
“You can’t use up creativity.
The more you use, the more you have.”
- Maya Angelou
Rajan Patel
[email protected]
June 8, 2023
WARM UP
STOKE!
STOKE!
STOKE!
Ta-Da!
a mistake only becomes a ta-da moment
when there first is an a-ha moment.
What is Design Thinking?
DESIGN
THINKING
LISTEN
BUILD THINK
DESIGN THINKING
DESIGN APPROACH
A
A
B
B
HOW DESIGN FEELS
My Story
Design Thinking in Action
“I can make a dent.”
20,000,000
premature and low birth weight
babies born every year
4,000,000
die within their first month
Hypothermia
is a major cause of death
LEADING WITH
EMPATHY
PROTOTYPING TO
LEARN
PROTOTYPING TO
LEARN
“I MADE A DENT.”
EVERYONE
can make a dent.
DESIGN
DENT
MINDSETS
We see We ask We listen We take We fail fast We start
problems ”why?” deeply action and keep with “we”
as opportunities learning
DESIGN
THINKING
LISTEN
BUILD THINK
In your own words,
What does your
company do?
min: Write in the top half of your
worksheet what your company does,
in simple terms.
WHY
LISTEN?
“If I had an hour to solve a problem,
I’d spend 55 minutes understanding the problem
and 5 minutes thinking about the solution.”
“People will forget
what you said,
people will forget
what you did,
but people will never forget
how you made them feel.”
LISTEN
LISTEN
LISTEN
“The most effective insights we
got came from kneeling down
LISTEN
and looking at rooms from the
height of a child.”
- Doug Dietz
LISTEN
Solutions are Nouns
Ask “why?”
Needs are Verbs
NEED
>
SOLUTION
WHO
>
WHAT
“Uber is an app that hails
rides on demand.”
“Uber helps busy people seamlessly
get from point A to B, so they can
focus on the more important things.”
“Uber helps gig economy workers
build a life of flexibility, sustainability,
and freedom.”
“IBM builds high-performance
computers for businesses.”
“Apple empowers creatives to think
differently, to turn ideas into reality,
and to challenge the status quo.”
“Blockbuster operates over ,
video stores, offering the widest
collection of movies for rental.”
“Blockbuster brings choice and
entertainment to your home and
family.”
“I save lives.”
Chasing Zero
WHY?
Greater purpose,
Greater impact.
In your own words,
What does your
company do?
min: Write in the bottom half of
your worksheet what your company
does, focusing on the “who” and the
need as a verb.
Break!
DESIGN
THINKING
LISTEN
BUILD THINK
HOW TO
LISTEN?
Ways to understand:
LISTEN
● Observe ● Systems Design
● Research, History, & Science
● Engage
● Experts
● Immerse
Ways to understand:
LISTEN
● Observe ● Systems Design
● Research, History, & Science
● Engage .
● Experts
● Immerse
Engage:
Have a conversation
● Get stories!
LISTEN
○ Don’t say “usually”, say “tell me about the last time”
● Ask “why?”
○ or “tell me more…”
● Follow their lead, don’t force your questions
● Ask open-ended, non-leading questions
● Pay attention to non-verbal cues
○ Listen actively (e.g., nodding)
● Don’t be afraid of silence
● Go for feelings and emotions!
● Be human.
● Take notes!
“If I asked people want they wanted,
they would say ‘a faster horse’. “
HMW help college
students prepare for and
thrive after graduation?
Mind Mapping
Think of topics of exploration and conversation
LISTEN
min: Create a mind map of
potential topics to explore /
questions to ask related to our topic:
“HMW help college students prepare
for and thrive after graduation?”
Interview Questions
Prepare some questions to explore our topic
LISTEN
min: Create a list of potential
questions to ask in your
conversation to learn more about
your user and our topic: “HMW help
college students prepare for and
thrive after graduation?”
Engage:
Have a conversation
LISTEN
LISTEN Let’s Practice!
LISTEN Let’s Listen!
min: At your tables, engage your
“users” in a conversation and ask
questions to learn more. Remember
the tips, be curious, and take notes!
Design Thinking
Day 2
“You can’t use up creativity.
The more you use, the more you have.”
- Maya Angelou
Rajan Patel
[email protected]June 9, 2023
How did that feel?
Thoughts, Learnings, Questions?
DESIGN
THINKING
LISTEN
BUILD THINK
WHY THINK?
Volume,
THINK
Variety,
Creative,
Appropriate.
HOW TO THINK?
Diversity matters.
● “Decades of research by organizational scientists, psychologists,
sociologists, economists and demographers show that socially
diverse groups (race, ethnicity, gender and sexual orientation) are
more innovative than homogeneous groups.” 1
● Diverse Diversity (social, cultural, expertise, age, personality)
1
Scientific American
“Psychological safety is the biggest
distinction in innovative teams.”
– Frederik Pferdt
Chief Innovation Evangelist at Google
Framing the Brainstorm:
“How Might We?” (HMW)
THINK Framing a good HMW:
How might we build an How might we help HMW help college
app that gives details of college seniors identify students prepare for
different career options? career options based on and thrive after
their passions? graduation?
THINK Framing a good HMW:
How might we build an How might we help HMW help college
app that gives details of young graduates students prepare for
different career options? balance their personal and thrive after
ambitions with family graduation?
expectations?
THINK Framing a good HMW:
How might we build an How might we turn the HMW help college
app that gives details of fear & anxiety of students prepare for
different career options? graduation into feelings and thrive after
of excitement & graduation?
possibility?
Individually create HMWs
min: Silently & individually look over your
notes, remember your conversation, and
draft several HMWs that you think are
relevant and rich. Use sticky notes and
Sharpies (one HMW per sticky!).
Share & Pick HMWs
7 min: Go around the table and each person
share your HMWs. As a group, pick HMWs that
you are excited about and find to be relevant,
rich, and different from each other.
Norms of a Brainstorm
No judgement or blocking Be visual
THINK
Explore wild ideas Go for quantity
1 One conversation at a time Stay focused on the
topic
Build off the ideas of others
THINK Let’s Practice!
Brainstorm!
min:
- Stand around your easel/table & ensure that
everyone has sticky notes + a Sharpie.
- Pick one HMW and put it at the center of the
chart paper
- Brainstorm ideas as a group, keeping the
norms in mind ( min)
- Do the same for your second HMW ( min)
Constraints breed Creativity
CONSTRAINTS
BREED
CREATIVITY.
Jugaad
“Desperation tends
to make you flexible.”
Constraints during ideation:
CONSTRAINTS
- Cost: What if it had to cost $ ? $ million?
- Form factor: What if it had to be physical? A social interaction?
- WW_D?: Disney, a -year old, Uber
- Stakeholder map: HMW utilize different stakeholders?
- Process map: HMW utilize different parts of the user journey?
- Technologies: WhatsApp, VR, AI, Drones
- Objects: Tea cup, chair, bracelet, mirror
- Other: What if it can’t use electricity? Has to break law of physics?
Has to fit in the palm of my hand?
Brainstorm with
Constraints!
min:
- Go back to one of your HMWs and add a
constraint & brainstorm new ideas within
the constraint
Idea Selection: Voting
DOT VOTING
Easiest to implement
Best meets user need
Most breakthrough
Idea Selection: Voting
DOT VOTING
Most profitable
Can serve the most users (market size)
Personal choice
Dot Vote!
min:
- Draw a circle on ideas for each HMW to
vote for ideas you are excited about and
would want to prototype
Break!
How did that feel?
Thoughts, Learnings, Questions?
DESIGN
THINKING
LISTEN
BUILD THINK
WHY BUILD?
“If a picture is worth 1000 words,
PROTOTYPE
A prototype is worth 1000 meetings.”
DESIGN APPROACH
A
A
B
B
HOW TO
BUILD?
Prototyping Tips
• Build to think
BUILD
• A probe for a deeper conversation
• Not a pitch of the “right” solution
• Fail fast, fail early, fail cheaply
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
BUILD
Let’s Practice!
BUILD
Share some ideas and let’s talk through
how we might prototype them
BUILD
Prototype!
min:
- Gather materials from the tables
- Build - prototypes per group
- Don’t overthink it, just build and give your
user something to interact with & react to!
- Raise your hand if you want help turning an
idea into a prototype
Representative vs.
Experiential Prototypes
DESIGN
THINKING
LISTEN
BUILD THINK
LISTEN
LISTEN
Testing Tips
● It’s all about learning!
○ Our key to innovation: deeply understanding our users
LISTEN
● Empathy .
● Present, don’t defend
● Feedback is a gift
● Design with, not for (co-create)
● Take notes!
LISTEN
LISTEN
Test & Get Feedback!
min:
- Walk your user through your design journey
- What did you take away from your
conversation?
- What was your HMW?
- What was the idea in words?
- Then share your prototypes
- Get feedback and take notes!
DESIGN JOURNEY
We met...
We heard…
So we asked HMW…
And we created...
And we learned…
And now we’re wondering…
So next we will...
Recap
DESIGN
THINKING
LISTEN
BUILD THINK
DESIGN THINKING
DESIGN APPROACH
A
A
B
B
HOW DESIGN FEELS
DESIGN
DENT
MINDSETS
We see We ask We listen We take We fail fast We start
problems ”why?” deeply action and keep with “we”
as opportunities learning
Why Design Thinking?
7 youth employed
,
IMPACT
face shields created
$ , in revenue
$ , in youth earnings
“It's inspiring to see a total stranger wearing a face shield you had a role in making. It's even more
powerful to know we helped health professionals and others with our products.
I want to be able to use my creativity professionally in the future, and Dent has helped me do that,
as well as learn how to run a business.”
THINKING?
DESIGN THINKING?
Today’s world is fast-changing.
So are users and customers.
WHYDESIGN
We should be too.
WHY
Users
Customers moving from function → experience & identity
Relationships & Trust > Transactional
Your brand is associated with emotions
Changing demographics
Even (especially) with scale, need personal connection
LISTEN
Internal
World of increased collaboration
Globalization and cross-cultural interaction
Competition and importance of retention
Happy, loyal employees → happy, loyal customers → successful business
→ Need to truly understand people
We often focus on execution & delivery,
not discovery & innovation.
Status quo is strong, especially as you establish and grow.
THINK
Large organizations primed for incremental innovation, efficiency.
New challenges require new thinking.
→ Need to ignite radical,
out-of-the-box ideas.
Tech & tools are making building quickly even easier.
Today’s world is fast-changing.
Have to learn and adapt quickly.
BUILD
“Right” solutions are unknown, we need to try a multitude of
new and different approaches.
Need to make most of limited resources.
→ Need to rapidly iterate, learn, and evolve.
Artificial Intelligence
ARTIFICIAL INTELLIGENCE
ARTIFICIAL INTELLIGENCE
ARTIFICIAL INTELLIGENCE
ARTIFICIAL INTELLIGENCE
ARTIFICIAL INTELLIGENCE
ARTIFICIAL INTELLIGENCE
HMW use AI to be better
design thinkers?
What is the purpose & value
of human beings?
- Compassion
- Community
- Collaboration
- Creativity
What should we
- Curiosity
focus on?
- Change
How to take this back?
Creativity is a muscle!
HOW TO BRING IT BACK
● Be explicit, intentional.
● Small, consistent changes.
● People, culture, process.
● Learn from, and with, others.
How to take this back?
Your examples, context!
How did that feel?
Thoughts, Learnings, Questions?
Thank You!
rajan@ c.ai
Cell / WhatsApp: + - -
Other Case Studies
“We immerse deeply” “We innovate constantly”
- Walkabout program - Innovation workshops
- Order shadowing - Conferences, meetups, talks
- Fireside chats - Field trips
“We iterate quickly”
- Rapid field testing
- A/B testing
- Operations team experiments
https://medium.com/uber-design/how-we-design-on-the-ubereats-team-ff7c41fffb76
B B Sales
- Working prototype
- Future use case video
- Material sample
- Appearance mock-up
Co-creation
https://medium.com/@momehrot/solve-b b-sales-challenges-with-design-thinking- b a e
Infusing Design Thinking
into core culture
https://econsultancy.com/ -inspiring-examples-of-design-led-brands/
https://academy.nobl.io/how-capital-one-convinced-teams-to-use-design-thinking/
https://www.forbes.com/sites/alfresco/ / / /capital-one-embraces-design-thinking/
https://www.fastcompany.com/ /why-capital-one-labs-is-banking-on-experimentation
https://www.thehindubusinessline.com/news/how-infosys-is-switching-to-design-thinking/article .ece
Design Thinking Success Stories,
across industries
https://theaccidentaldesignthinker.com/ / / / -design-thinking-success-stories/
RESOURCES BOOK RECOMMENDATIONS
RESOURCES www.designkit.org
RESOURCES www.plusacumen.org/courses
