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Design Thinking – Application

July 18, 2019

MBI – GP Strategies Company Confidential

Agenda Overview Recap

5 Phases Deep Dive

Empathy

Define

Ideate

Prototype

Test

1st Q&A

Design Thinking Use Case

2nd Q&A

What Is Design Thinking?

Leads to human-centered

products, services, and internal processes

Unlocks needs and problems, even when the

users don’t know what they are

Set of principles for creative problem-

solving A FOCUS ON PEOPLE

5 Stages of Design Thinking

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

Learn About the Audience

Define Problem Statements

Brainstorm & Create Solutions

Build Representations of One or More Ideas

Test Ideas and Gain User Feedback

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Design Thinking Deep Dive 5 Phases

EMPATHIZE Learn About the Audience

Empathy

The Foundation of Design Thinking

Capacity to understand or feel what another person is experiencing

Uncovers Voice of the Customer

Removes Bias

Empathy 3 Approaches

LOOK Observation

2 TRY

Immersion

1 ASK

Engagement

3

Immerse yourself in the experience of others

Figuratively wear many hats. Try to experience the same as your customer does. Uncover

hurdles, pains, inconveniences, etc.

Observe what people do From a distance, try to capture insights about your customer. Stay unobtrusive and almost invisible for the sake of spotting when the

problem occurs.

Capture what people say they do

Only one rule applies: Engagement should take place in the real

environment.

Empathy Guiding Principles

Don’t Judge

Question Everything

Be Truly Curious

Find Patterns

Really Listen

Assume a beginner’s mindset

Mechanics of an Empathy Interview

• Not a focus group

• Consist of one end-user, one interviewer, and one note-taker

• Preferably in person to capture body language and nuances

• Open ended, non-leading, and probing questions

Empathy Preparing for the Interview – Best Practices

Brainstorm Questions

Identify & Order Themes

Refine Questions

Create Interview Protocol

Pay Attention to Nonverbal Cues

Don’t Be Afraid of Silence

Ask Questions Neutrally and Don’t Suggest

Answers

Use Unpacking Questions

Take Copious Notes

Ask to Understand, Not Validate

Encourage Stories and

Follow Tangents

Avoid “Yes or No” Questions

Empathy During the Interview - Best Practices

”Unpacking” Questions

• Why do you say that?

• Why? (even if you think you already know)

• Tell me more about that.

• What were you thinking when you did that?

• Can you walk me through what led you to that decision?

• How did you feel about that?

• What did you think about that?

• Could you tell me about why that is important to you?

• It sounds like there's a story to that response, can you tell me more about it?

DEFINE Define Problem

Statements

Define Define a meaningful and actionable problem statement

Use Empathy Findings to Scope

a Meaningful Problem/Needs

Statement

Develop a Point of View for the User

Unpack Your Empathy Findings Into

Needs & Insights

Define Clarify your point of view

How Might We…

Record your insights and pinpoint the need.

Reframe it so it’s meaningful and actionable. (It’ll drive your design.)

FELT

DIDSAID

THOUGHT

Learner Persona: Customer Service Representative/Call Center

My team is overwhelmed by the large

volume of work.

I just don’t have time to learn new skills

at work

I need a more flexible schedule. My

children are my priority right now.

Focuses on tasks and keeping

performance statistics high

Enjoys rote tasks as its “easy” and helps

her productivity numbers

Cross trained on multiple products

Valued member of team

Registers for online classes, but rarely

finishes them

Overwhelmed by trying to keep up

with production quotas.

Frustrated by the training she has

gotten because she doesn’t

understand how it relates to her role

or future roles.

Discouraged by her lack of control in

her current role and her future with

the company.

I don’t know what opportunities there

are here how to find out what’s even

available.

I wish I there was some way to explore

development opportunities without

my supervisor thinking I’m slacking off.

SAID FELTDID THOUGHT

Sarah Burns

Location: Tulsa OK

Age: 42

Tenure with “Insurance Company”: 8 years

Education: Working on BA at Night

Career Goal: Team lead or management

Personal Info:

Single mother with elementary age children

Works to pay the bills – depends heavy on salary and benefits

Preferred learning methods: Short bite size information relevant

to current problems. Likes online nuggets, podcasts, and mobile

learning away from work pressures.

What Sarah feels about emotional intelligence:

I don’t mind being busy, but I feel constantly under water. When big changes are announced, I can’t even deal with them. I just put my nose

down and try to do my best. I wish I felt I had more influence or control over what’s going on.

Name: Cheng Wang

Age: 28

Role: Production Supervisor

Tenure at Cargill: 8 years

Education: Bachelor

Literacy: Proficient

BACKGROUND

I’ve been with Cargill for 8 years.

I grew up in a farming

community just outside of

Chuzhou, China and after

studying engineering at

university

I began a career with Cargill.

WORK ENVIRONMENT

I’m either on the floor investigating line

issues, optimizing the equipment, or

planning for upcoming production line

improvements. I do some of my day in

meetings.

“I want to ensure a safe

and productive team

environment.”

DEVICE USAGENew to Managing

Team Average time spent for learning every week

90 mins

ACCESS TO TECHNOLOGY

I have access to a laptop, work computer or Kiosk on

a daily basis. I also own personal tablet, computer,

and mobile phone. I use NourishingU, Intrepid and

Yammer for my trainings and the SharePoint Site.

WHAT DO I NEED TO LEARN? Safety is critical in our work. I want to make sure I know

the latest on our production best practices—including

process safety, risk management, and safety

leadership—across our plants.

I want to learn fundamental management skills and

business acumen as I lead my production team on the

ground.

I find most of these learning content available in the

external sources like LinkedIn, Wikipedia, TED,Youtube,

MOOCs and through Google search.

HOW DO I WANT TO LEARN? I prefer learning mostly through collaborating with others

through Skype, Yammer, Jam and Microsoft teams by

sharing best practices and learning by doing. For soft skills

and business acumen, talking to my mentor/Coach would

help me be successful in my new manager role. Some of the

trainings are long and consume a lot of time.

I best learn by watching videos, interactive classrooms,

reading articles, online eLearning, audio/podcasts, playing

games and through coaching sessions. Therefore short

snippets that can be accessed at anytime will really make it

easy to understand new concepts quickly.

PREFERRED LEARNING

MODALITIES

FRUSTRATIONS Given that I am constantly multi-tasking, it’s hard to get

dedicated time for any learning. Because we have

shared spaces, I typically have to isolate myself in a

meeting room or go off-site for training. It takes long

hours to complete the training. Most of the trainings

are not targeted to meet my day to day activities and

the content is very basic. Difficulty in locating the

relevant learning content. Most of the external learning

sites are blocked. The network is not stable to access

both internal/external trainings.

Coaching Peer NetworkInteractive

Classrooms

On-the-job VideosCollaboration

New to

Managing

Team

Define Problem Statement Guiding Principles

Human-Centred Broad Enough

for Creative Freedom

Narrow Enough to Make it

Manageable

needs a way to

because

(Verb)

(Surprising i