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DESIGNA P P L Y I N G
A practical guide for how you can take the high level constructs of design thinking and apply them in real life.
# G R D E S I G N T H I N K I N G
THINKING
UX Consultant , Speaker & Thought Leader
J O E S A LO W I T Z DIRECTOR, EXPERIENCE INNOVATION
UNIVERSAL MIND
P R O T E I N , K A L E , B A N A N A S
C O C O N U T M I L K , I C E
M Y M O R N I N G R O U T I N E
B L E N D E D
S T A R B U C K S
M Y A C T U A L M O R N I N G R O U T I N E
O N T H E R U N
DESIGN THINKINGS T A N F O R D D . S C H O O L
DEFINE IDEATE PROTOTYPE TESTEMPATHIZE
MODES
S h e n o t i c e d t h a t t e r r i f i e d l i v e s t o c k m a n i f e s t e d t h e i r f e a r i n a f e w ke y w a y s .
FEARFUL LIVESTOCKO B S E R V A T I O N & E M P A T H Y
T A I L S W I S H I N G E Y E W H I T E H E A D U P & E A R S P I N N E D
Te m p l e n o t i c e d t h a t t e r r i f i e d l i v e s t o c k m a n i f e s t e d t h e i r f e a r i n a f e w ke y w a y s .
FEARFUL LIVESTOCKO B S E R V A T I O N & E M P A T H Y
T A I L S W I S H I N G E Y E W H I T E H E A D U P & E A R S P I N N E D
A BAD WAY TO DO BUSINESS
P R O B L E M D E F I N I T I O N
Te m p l e s a w i m p r o v i n g
l i v e s t o c k w e l l - b e i n g a s n o t j u s t
t h e r i g h t t h i n g t o d o , b u t a l s o
a s g o o d f o r b u s i n e s s .
T I T L E O F Y O U R W O R K
Entrepreneurial activities differ
substantially depending on the type of
organization and creativity
T I T L E H E R E
T I T L E O F Y O U R W O R K
Entrepreneurial activities differ
substantially depending on the type of
organization and creativity
T I T L E H E R E
T I T L E O F Y O U R W O R K
Entrepreneurial activities differ
substantially depending on the type of
organization and creativity
T I T L E H E R E
DESIGN THINKINGS T A N F O R D D . S C H O O L
DEFINE IDEATE PROTOTYPE TESTEMPATHIZE
APPLYING IT IN REAL LIFE
DESIGN THINKINGS T A N F O R D D . S C H O O L
DOUBLE DIAMONDD A N N E S S L E R ’ S
DOUBLE DIAMONDD A N N E S S L E R ’ S
UNCE
RTAI
NTY
DOUBLE DIAMONDD A N N E S S L E R ’ S
UNCE
RTAI
NTY CERTAINTY
DOUBLE DIAMONDD A N N E S S L E R ’ S
OPEN UP
UNCE
RTAI
NTY CERTAINTY
OPEN UP FOCUS
UNCE
RTAI
NTY CERTAINTY
DOUBLE DIAMONDD A N N E S S L E R ’ S
DOUBLE DIAMONDD A N N E S S L E R ’ S
OPEN UP FOCUS
UNCE
RTAI
NTY CERTAINTYOPEN UP FOCUS
DOUBLE DIAMONDD A N N E S S L E R ’ S
OPEN UP FOCUS
UNCE
RTAI
NTY CERTAINTYDOING THE RIGHT THING
OPEN UP FOCUS
DOUBLE DIAMONDD A N N E S S L E R ’ S
OPEN UP FOCUS
UNCE
RTAI
NTY CERTAINTYDOING THE RIGHT THING DOING THINGS RIGHT
OPEN UP FOCUS
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
CREATING DIGITAL
EXPERIENCES
U N I V E R S A L M I N D
Design Thinking is engrained in our process, and drives each decision we
make along the way.
H O W ?
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
CREATING DIGITAL
EXPERIENCES
U N I V E R S A L M I N D
Design Thinking is engrained in our process, and drives each decision we
make along the way.
H O W ?
User In terv iews
Observat ion
Secondary Research
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
CREATING DIGITAL
EXPERIENCES
U N I V E R S A L M I N D
Design Thinking is engrained in our process, and drives each decision we
make along the way.
H O W ?
User In terv iews
Observat ion
Secondary Research
Data Analys is
Data Synthes is
Aff in i ty Mapping
Personas
Ins ights & St rateg ic
Themes
Journey Maps
User F lows
Context Scenar ios
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
CREATING DIGITAL
EXPERIENCES
U N I V E R S A L M I N D
Design Thinking is engrained in our process, and drives each decision we
make along the way.
H O W ?
User In terv iews
Observat ion
Secondary Research
Data Analys is
Data Synthes is
Aff in i ty Mapping
Personas
Ins ights & St rateg ic
Themes
Journey Maps
User F lows
Context Scenar ios
Col laborat ion
Bra instorming
Whi te-board ing
Des ign s tud ios
Idea se lect ion
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
CREATING DIGITAL
EXPERIENCES
U N I V E R S A L M I N D
Design Thinking is engrained in our process, and drives each decision we
make along the way.
H O W ?
User In terv iews
Observat ion
Secondary Research
Data Analys is
Data Synthes is
Aff in i ty Mapping
Personas
Ins ights & St rateg ic
Themes
Journey Maps
User F lows
Context Scenar ios
Col laborat ion
Bra instorming
Whi te-board ing
Des ign s tud ios
Idea se lect ion
Content mapping
Sketch ing
Dig i ta l i zat ion
Da i ly team meet ings
Aesthet ic layer ing
Interact ive prototype
S H O W , D O N ’ T T E L L
E X P E R I M E N T A L
M I N D F U L
A C T I O N O R I E N T E D
MINDSETS
C O L L A B O R A T I V E
E M P A T H Y
CREATING DIGITAL
EXPERIENCES
U N I V E R S A L M I N D
Design Thinking is engrained in our process, and drives each decision we
make along the way.
H O W ?
User In terv iews
Observat ion
Secondary Research
Data Analys is
Data Synthes is
Aff in i ty Mapping
Personas
Ins ights & St rateg ic
Themes
Journey Maps
User F lows
Context Scenar ios
Col laborat ion
Bra instorming
Whi te-board ing
Des ign s tud ios
Idea se lect ion
Content mapping
Sketch ing
Dig i ta l i zat ion
Da i ly team meet ings
Aesthet ic layer ing
Interact ive prototype
User Test ing
Usab i l i ty Test ing
F ie ld Research
A/B Test ing
A FEW OF OUR CLIENTSU N I V E R S A L M I N D
“Human-centered des ign is a
phi losophy , not a precise set of
methods , that assumes that innovat ion
should start by gett ing c lose to users
and observ ing their act iv i t ies .”
D O N N O R M A N
F O L LO W M E O N T W I T T E R @JOESALOWITZ
