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  • Design Thinking – Application

    July 18, 2019

    MBI – GP Strategies Company Confidential

  • Agenda Overview Recap

    5 Phases Deep Dive






    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






    Learn About the Audience

    Define Problem Statements

    Brainstorm & Create Solutions

    Build Representations of One or More Ideas

    Test Ideas and Gain User Feedback

  • -

  • 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


    1 ASK



    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


  • 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


    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


  • Define Define a meaningful and actionable problem statement

    Use Empathy Findings to Scope

    a Meaningful Problem/Needs


    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.)




  • 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


    I wish I there was some way to explore

    development opportunities without

    my supervisor thinking I’m slacking off.


    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


    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


    I began a career with Cargill.


    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


    “I want to ensure a safe

    and productive team


    DEVICE USAGENew to Managing

    Team Average time spent for learning every week

    90 mins


    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


    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.



    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


    On-the-job VideosCollaboration

    New to



  • Define Problem Statement Guiding Principles

    Human-Centred Broad Enough

    for Creative Freedom

    Narrow Enough to Make it


  • needs a way to



    (Surprising i

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