Understanding the Five-Phase Design Thinking Methodology

EMPATHIZE D

EFINE

IDEATE

PRO

TOTY

PE

TEST

Graphic adapted from Stanford University Institute of Design (d.school).

Understanding the Five-Phase Design Thinking Methodology

Graphic adapted from Stanford University Institute of Design (d.school).

EMPATHIZEUnderstand the Needs of Your Audience

- Who is your audience?- What do people in your audience see?- What do they think and feel?- What do they say and do?- What insights de�ne what their problems really are?

DEFINEFrame the Problem

- What problems are your customers or users really trying to solve?- What are their needs?- What roadblocks do they face?

IDEATEGenerate a Range of Solutions

- Come up with as many solutions as possible.- Don’t be constrained by “We-can’t-do-that-because” thinking.- Be open to all ideas.- Focus on quantity of ideas, then quality.

Understanding the Five-Phase Design Thinking Methodology

Graphic adapted from Stanford University Institute of Design (d.school).

Note: It is not necessary to run the �ve phases in a linear, sequential fashion; phases canoccur simultaneously and/or be repeated using various feedback loops.

PROTOTYPEBuild and Share Your Solution

- Communicate the core elements of your solution to others.- Simple, fast, low-cost creative expression.- Learn through design and testing.- Rapidly iterate design.

TESTLearn

- Quickly test your prototyped solutions with users.- Shift from “idea to learning” by building on and learning from responses.- Gradually increase �delity.

Potential Design Thinking Tools

EMPATHIZE D

EFINE

IDEATE

PRO

TOTY

PE

TEST

Graphic adapted from Stanford University Institute of Design (d.school).

TESTPROTOTYPE

EMPATHIZE

DEFINE

IDEATE

- Observation- Interviews- Focus Groups- Semantic Panels- A Day in the Life- Benchmark

- Brainstorming- Co-creation- Selection of Ideas

- Storyboard- Role Playing- Paper Prototyping- Physical Prototyping

- Primary- Secondary- Proprietary

- Customer’s Journey- Insight Cards- Personas- Touch Points- Camera Journal- Secondary Research- Extreme Users