1.Explain Design Thinking process ?

2.What role do tools like journey mapping, mind mapping, and storytelling play in
design thinking?

3.What makes design thinking an effective approach to solving social problems.with

an examples ?

Unit-2

Design thinking process

5 Stages of Design Thinking Process

There have 5 stages in the design thinking process to follow. The five stages of
Design Thinking, according to Empathise, Define, Ideate, Prototype, and Test.
Let’s take a closer look at the five different stages of Design Thinking.

1. Empathize

The first stage is that Empathize the user. This is where you’ll sit with real
consumers and end-users to understand their point of view. Empathy
requires understanding the pain points and the day by day truth of your target
audience. It additionally requires some information about learner’s motivations
and needs, which probably won’t be self-evident.

Empathy, by definition, is the intellectual identification with or vicarious

experiencing of the feelings, thoughts or attitudes of another.

Designing with empathy incorporates doing the majority of that and going an
additional step. It requires really envisioning the experience of work, learning,
and critical thinking from the audient’s point of view. Empathy gaining is often
described as ‘need-finding’ in that you are discovering people’s explicit and
implicit needs so that you can meet those needs through design. A need is a
physical, psychological or cultural requirement of an individual or group that is
missing or not met through existing solutions.

Empathize method

 Assume a beginner’s mindset

 Ask What-How-Why

 Ask the 5 whys

 Conduct interviews with empathy

 Build empathy with analogies

 Use photo and video user-based studies

 Use personal photo and video journals

 Engage with extreme users

 Story share-and-capture

 Bodystorm

When you design without Empathy what happens?

 Do you know about google wearable product of google glass? (figure 3)

This is the first wearable glass launched in 2013. The glass allows users to
take photos, send messages and view other information such as weather
 and transport directions, in any case, it does really satisfy the actual needs
of users. The user needs to perform socially ungainly or inadmissible acts
to have the option to utilize your product, you can make sure that few
people would utilize your product. Finally, the Glass included an
unremarkable camera which brought about security worries for those
people around the Glass user, since there was no chance to get of knowing
whether they were being recorded.

2. Define

The second stage is Defined as a problem. Empathize help to define the

problem. ?Therefore, This stage-based on What you have learned about your
customers and the context. Therefore, This is the place you will examine
your perceptions and integrate them so as to characterize the centre issues that
you and your team have distinguished as yet. Designers in your team assemble
incredible plans to set up highlights, functions, and whatever other components
that will enable them to take care of the issues or, at any rate, enable users to
determine issues themselves with the base of trouble.

During this phase, you’ll want to organize your research using a different lens,
maps or frameworks.

Empathy Map — organize by consumer thinking/feeling, what they’re

experiencing and pains.

Customer Journey — organize along with how the consumer shops or interacts
with the product.
Experience Map — organize around consumer doing, thinking and feeling
along the timeline.

Affinity Map — organized by a common theme or pattern.

Point Of View — focusses on your insights about your users and their needs.

The phrase “How might we….” is often used to define a perception, which is a
statement of the:

user + need + insight

3. Ideate

“Ideation is the mode of the design process in which you concentrate on idea
generation. Mentally it represents a process of ‘going wide’ in terms of concepts
and outcomes. Ideation provides both the fuel and also the source material for
building prototypes and getting innovative solutions into the hands of your
users.”
– d.school, An Introduction to Design Thinking PROCESS GUIDE

In this third stage Ideate. It is Brainstorm and comes up with the new creative
solution. In this stage, the team should be starting to “think outside the box” to
identify the new creative solution. Ideating is about inventiveness and fun. In
the ideation stage, the amount is supported. Consequently, No thought is too
fantastical and nobody’s thoughts are rejected. Brainstorm and Worst Possible
Idea sessions are commonly used to invigorate free speculation and to grow the
issue space.
Brainstorm rule is that: one conversation at a time go for a quantity
encourages wild ideas to defer judgement. No blocking build on each other’s
ideas be visual.

Why We Need Ideation in design thinking?

One of Expert in UX design field person who knows Don Norman answer this
question. He said that in his in Rethinking Design Thinking book.

“One of my concerns has been designed education, where the focus has been
centred too much upon craft skills and too little on gaining a deeper
understanding of design principles, of human psychology, technology and
society. As a result, designers often attempt to solve problems about which they
know nothing. I have also come to believe that in such ignorance lies great
power: The ability to ask stupid questions. What is a stupid question? It is one
which questions the obvious. ‘Duh,’ thinks the audience, ‘this person is
clueless.’ Well, guess what, the obvious is often not so obvious. Usually, it refers
to some common belief or practises that have been around for so long that it has
not been questioned. Once questioned, people stammer to explain: sometimes
they fail. It is by questioning the obvious that we make great progress. This is
where breakthroughs come from. We need to question the obvious, to
reformulate our beliefs, and to redefine existing solutions, approaches, and
beliefs. That is design thinking. Ask the stupid question. People who know a lot
about a field seldom think to question the fundamentals of their knowledge.
People from outside the discipline do question it. Many times their questions
simply reveal a lack of knowledge, but that is OK, that is how to acquire the
knowledge. And every so often, the question sparks a basic and important
reconsideration. Hurrah for Design Thinking.
Ideation requires purposefully adopting certain characteristics, whether they are
natural or whether they need to be encouraged and learnt. Adapting,
Connecting, Disrupting, Flipping, Dreaming and Imagining, Experimental,
Recognise Patterns, Curiosity.

4. Prototype

After the ideation, then move on to the Prototype Stage. Design thinking is that
you won’t have any answers about the feasibility of your idea until you test it
with real users. This is the purpose of prototyping. A prototype can be a sketch,
model, or a cardboard box. But depending on your resources, there are many
ways for you to get creative in this step, using found materials or setting creative
limitations on budget. The prototype is built
to think and answer questions that get you closer to your final solution.

Two common categories of prototypes used by designers include the Concept

Prototype and the Working Prototype. Prototypes can include any of the
following

• Models of your idea made of cardboard and scrap material

• Paper mockups of apps and digital products

• Storyboards of an experience

• Digital mockups

• Skits and simulations

• Craigslist posts, Facebook, Google ads, and other public forums to solicit
feedback.

5. Test

The final stage of the Design Thinking process is Test. The purpose of testing is
to learn what works and what doesn’t and then iterate. Start building, Don’t
spend too long on one prototype, Build with the user in mind. For example,
prototyping can be attempted at an opportune time in the task — in front of
ideation — so as to find increasingly about the user. Basic models can be
created, test thoughts, yet to see increasingly about how users work once a day.

From here, specific teams or directors may further refine thoughts or even make
the last move to choosing a real idea with which to push ahead. Regardless, it’s
basic to team up transparently with customers and end-users. Be that as it may,
in an iterative procedure, the outcomes produced during the testing stage are
regularly used to reclassify at least one issues and advise the comprehension
regarding the users, the states of utilization, how individuals think, act, and
believe, and to sympathize.

How to plan a Test?

Create multiple prototypes, each with a change in a variable, so that your users
can think about prototypes and reveal to you which they like. At the point, Avoid
over-clarifying how your prototype works, or how it is supposed to solve your
user’s problems. After that, When users are exploring and using the prototype,
request that they disclose to you what they’re supposing. Observe how your
users use — either “correctly” or “incorrectly” — your prototype. Finally, ask to
catch up inquiries, regardless of whether you think you recognize what the user
implies.

Social Innovation
Social issues are always complex problems, which have too many strands
attached to them. There are too many aspects of a problem, that many a times
get ignored by the social innovators. However, solving a social problem requires
taking into consideration all the facts and figures, and then working on them.
This is the reason why design thinking is being widely used for social innovation.
As a result, non-profits have begun to use design thinking extensively these days.
IDEO Example
In 2008, Bill and Melinda Gates Foundation asked IDEO to codify the process
of design thinking. The foundation wanted the code to be used by grassroots
level NGOs to solve problems for small farmers in the developing nations. A
team from IDEO worked for months in association with the International Center
for Research on Women, Heifer International, and International Development
Enterprise to get insights into the process of designing new products. These
products, processes, and services were to be integrated with IDEO’s new
process.
As a result of this partnership program, the Human Centered Design Toolkit was
developed. This methodology allowed organizations to use design thinking
process themselves.
Naandi Foundation’s Example

In the city of Hyderabad in India, Naandi Foundation’s community water

treatment plant provides safe water. However, villagers still use free water which
is not safe for consumption and makes people sick. The villagers use unsafe
water not because of affordability issues or accessibility issues, but because of
the flaws in the overall design of the system.
The problem is that the womenfolk cannot bring the heavy containers of water
back to their homes from the plant. Such problems can be solved by design
thinking process. Consider it as an exercise to think of ideas how this problem
faced by the villagers can be solved by design thinking methodology.
Case study − Embrace Baby Warmer
Design thinking gives a collaborative, human centered approach to solve
some of the most pressing issues of the world. The Embrace Baby Warmer is
a solution that a team of students from Stanford University came up with to solve
the issue of providing a maintained temperature for six hours to a newborn baby.
This has helped more than 22,000 low birth weight babies around the world to
stay warm. In Nepal, low birth weight babies often developed fatal hypothermia
because of the dysfunctional incubators. The areas which lacked electricity were
suffering from this problem.
Using design thinking methodology, the students came up with an innovative
solution. The sleeping bag which they developed for newborns is portable and
does not need electricity. This way, lives are saved without any dependency on
incubators.
Design thinking puts stress on quickly prototyping the solution and tests it so
that the designers can take feedback quickly and work on the suggestion at the
earliest. There have been many examples of social innovation in the past by the
students of Stanford University in countries like Bangladesh, Nepal, India,
Pakistan, etc. and many are still ongoing. Design thinking helps people from all
disciplines to try and look out for solutions to the pressing situations and
problems of the world around.
Tools of design thinking

 The best approach to achieve design thinking and implement the different
strategies of design thinking within the organization; is to educate the
employees to use the 9 most beneficial tools of design thinking.
 Following are such best 9 design thinking tools;

1. VISUALIZATION is one of the best tools of design thinking because any

average Joe can use visualization; for innovation something new; or for
finding the solution to the problems of the customers.

 It is also not new, in fact, every person use visualization; because it is

mandatory for the person, complete his day-to-day chores.
 Visualization is also most plausible design thinking tool, because the
human mind is structured, in a way, which helps better visualization.
  The human brain is divided into two different hemispheres; the right
hemisphere; and the left hemisphere

2. JOURNEY MAPPING is another most plausible design thinking tool;

because it can also help the people; to connect with the different
hemisphere.

 In journey mapping, the world visual map of the entire journey of the
customer is made, on the basis of visual maps or images.
 For instance, in our services example, the innovation can make a journey
map of the whole process of how your customer is using your website or
Smartphone application, and where he is facing issues to use the
services.
 Journey mapping is also crucial to point out the crucial aspect of the
innovation.

3. MIND MAPPING is similar to journey map, with few differences, where

the innovators are asked to put their innovations, ideas, or solutions in a sample
graphical representation; on the sketch or poster.

 Mind mapping tool is the great tool to explore the ideas of the different
members of the design thinking team.

4. ASSUMPTION TESTING is another crucial design thinking tool; and as

the name suggests, assumption testing refers to the different assumption that
the innovators can make for the innovations or the solutions of the issues of
customers.

 Assumption testing can help the company mitigate issues of failure in the
overall innovation

5. STORY TELLING is another crucial design thinking tool, but it is not like
the traditional way of storytelling, which our grandmothers used to help us
sleep.

 In design thinking, storytelling refers to the visual illustration of the ideas

of the design thinkers and innovators.
 Storytelling is a good approach for new innovations, because different
innovators would have a different way to define the same story of
innovation.
  The team leaders can find the similarities in the stories of different
innovators, which would further help them to find out the most plausible
innovation or solution.

6. BRAIN STORMING is the main design thinking tool, where all the team
members of the design thinking team gather together; to generate most
plausible innovations or solutions of the issue of customers

 Brainstorming can be used during the ideation stage, to find the most
plausible innovation or solution for the issues of customers.
 Brainstorming can further help in understanding the customer
empathy and person in detail.

7. USE PERSONAS is another crucial tool; in fact, most of the marketing

and advertising agencies use user persona; to increase the throughput of
marketing and advertising campaigns.

 The user persona refers to the making of a demo persona of the user;
on the most plausible demographics of customers.

Driving Innovation Through Design Thinking

Be it the invention of the wheel, or the industrial revolution, innovation has
always been intertwined with human evolution.

Businesses need to be ambidextrous, so to speak, and to think from both

sides. All too often, it seems, businesses either excel at the creative side, in
which case innovations usually fail. Sometimes, they excel at the analysis
side, which generally leads to only incremental innovation or, more likely,
stagnation.

So the burning question is how to bring innovation while maintaining

balance?