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Design Thinking With Persona

In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and Design Thinking

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Design Thinking With Persona

  1. 1. Design Thinking with PERSONAS
  2. 2. How to really innovate any business problem or need?
  3. 3. You have a business need? Business
  4. 4. But, consumers have needs too Consumer
  5. 5. Design Thinking is framework to innovate and think different
  6. 6. The Design Thinking journey begins with really understanding the customer…..
  7. 7. The Design Thinking journey begins with really understanding the customer….. Design Thinking Phase Traditional project management Phase Customers need Business need Explore Externalise Iterating Evolve Define your business problem Your need Discover Crystallize Analysis/ ideation Prototype Implementation Bridge the gap via insight Explore –go out into the world Source: Adapted from Second Road (
  8. 8. To bridge these needs requires a new way of thinking
  9. 9. And it starts with the consumer START HERE Customers what are they thinking, doing and feeling? Do we have the technology/ Process need? Does business model/case make sense? Desirability Looks at Feasibility of an idea looks at Viability of an idea looks at of an idea Source: Adapted from IDEO (
  10. 10. …I mean really understand the customer – by going out into their world… (i.e. not “market research” but contextual/ ethnographic research)
  11. 11. Why?
  12. 12. To build empathy with our customers
  13. 13. Empathy requires you recognise and understand another’s point of view
  14. 14. Best way to do this is with a persona
  15. 15. An archetype (i.e. model of a person, an ideal example)
  16. 16. BUT… personas are more then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy. More importantly their motivation or intentions.
  17. 17. So, what do we need to look for when we create our personas?
  18. 18. We need to know what they are…
  19. 19. Thinking
  20. 20. Thinking Doing
  21. 21. Thinking Doing Feeling
  22. 22. Thinking Doing Feeling in order to build...
  23. 23. Think Do Feel Empathy
  24. 24. Think Do Feel Empathy Insight
  25. 25. Think Do Feel Empathy Insight Opportunities
  26. 26. Think Do Feel Empathy Insight Opportunities New business ideas
  27. 27. Think Do Feel Empathy Insight Opportunities New business ideas Prototype
  28. 28. Think Do Feel Empathy Insight Opportunities New business ideas Prototype Look, listen and try it out with our persona
  29. 29. Think Do Empathy Insight Opportunities New business ideas Prototype Feel Look, listen and try it out with our persona
  30. 30. Tool to help with working out these new business ideas, we prototype so see what works
  31. 31. Why prototype? Building prototype(s) helps us quickly learn about the idea and identify what to refinement opportunity are need - thus creating an optimum result.
  32. 32. If we have that, we have a…
  33. 33. There are also “design methods” you can use… Method to inspire us, help us come up with ideas, help us implement ideas. They help us with questions like… •How do I conduct interviews with my segment? •How do I really get to understand their actions, feeling and thoughts? •How to turn learning's and insight to opportunities? •How do I make my ideas reality?
  34. 34. Examples of design methods.. How Might We Every problem is an opportunity for design. By framing your challenge as a How Might We question, you’ll set yourself up for an innovative solution. Interview A way to understand the hopes, desires, and aspirations of those you’re designing for than by talking with them directly. Design Principles Guardrails of your solution—quick, memorable recipes that will help keep further iterations consisted IDEATION INSPIRATION Create a Concept A more polished and complete than an idea. It’s more sophisticated, it’s something that you’ll want to test with the people Prototype A chance to run your solution for a couple weeks out in the real world. IMPLEMENT Pilot A longer-term test of your solution and a critical step before going to market
  35. 35. Method cards: design tools
  36. 36. Card sorting and affinity diagram Raw data points observed from interview Grouping insight into patterns 1. Customers enquiries into data points 2. Data into patterns 3. Patterns into insight 4. Insight into design principles Design principles provide you the constrains your solution should take into account (e.g. Steve Jobs & mouse) Develop design principles to ideate
  37. 37. Learn more… HCD Toolkit A step-by-step guide to the elements of human-centered design
  38. 38. THANK YOU