The power of empathy as a starting point to innovation.

1. Empathise

2. Focus: human needs

3. 3 Core elements

4. Design Thinking – The Environment
In order to enhance and encourage the team‘s creative process, it requires a specific
setup. Part of it is:
• Flexibility
• Room for Information
• Materials
• Team workspaces
• Exchange

7. Design Thinking – The Team
Innovation and answers to complex challenges are best developed in a team in which
the members inspire each other. Design Thinking teams are:
• Compact
• Multidisciplinary
• Open
• Structured
• Moderated

8. Iterative Process

10. Understanding
Investigate the challenge with your team

11. Understand Observe
Define a
Point of
View
Ideation TestingPrototyping

12. Understand Observe
Define a
Point of
View
Ideation TestingPrototyping
Problem solving Idea development

13. Design Challenge
Starting point for innovation projects
Open and directed towards possibilities for innovation.
Connected to people and their needs.
Design of experiences.

14. Share and reflect upon your experiences

15. Investigate the challenge

16. Identify Users and stakeholders

17. Reframe the Design Challenge

19. Observation
Gaining empathy for your user

20. ASH MAURYA
Founder of Spark59
“ Surv eys assume yoU
know t he r ight
quest ion t o ask.”
Ash Maurya

21. Design research
In search of the gold nuggets

22. Immersion
Observation
Interviewing
Observation
Gaining empathy for your user

23. Immersion
Experiencing the users` perspective

24. Observation
Watching out for extreme users and Workarounds

25. Extreme users

26. Workarounds

27. Workarounds

28. Workarounds

29. Interviews
Open conversations to discover needs

30. Interviews
Open questions
Getting people to talk
“What are your first thoughts about
transit at METU___________?”
Concrete questions
Bringing memories and emotions to life
“When was the last time that you enjoyed the
transit to METU and why__________?”
Imaginative questions
Learning through visions
“Imagine your ideal transit
experience to METU. What would
it look like___________?”
Room for silence
Leaving time for fruitful thoughts
“Take your time...”