Design Thinking
with
PERSONAS

How to really innovate any business
problem or need?

You have a business need?
Business

But, consumers have needs too
Consumer

Design Thinking is framework to innovate
and think different

The Design Thinking journey begins with really
understanding the customer…..
http://www.designkit.org/

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 (www.secondroad.com.au/)

To bridge these needs requires
a new way of thinking

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 (www.IDEO.com)

…I mean really understand the customer –
by going out into their world…
(i.e. not “market research” but contextual/ ethnographic research)

Why?

To build empathy with our customers

Empathy requires you recognise and
understand another’s point of view

Best way to do this is with a persona

An archetype
(i.e. model of a person, an ideal example)

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.

So, what do we need to
look for when we
create our personas?

We need to know what
they are…

Thinking

Thinking
Doing

Thinking
Doing Feeling

Thinking
Doing Feeling
in order to build...

Think
Do Feel
Empathy

Think
Do Feel
Empathy
Insight

Think
Do Feel
Empathy
Insight
Opportunities

Think
Do Feel
Empathy
Insight
Opportunities
New business ideas

Think
Do Feel
Empathy
Insight
Opportunities
New business ideas
Prototype

Think
Do Feel
Empathy
Insight
Opportunities
New business ideas
Prototype
Look, listen and
try it out
with our persona

Think
Do
Empathy
Insight
Opportunities
New business ideas
Prototype
Feel
Look, listen and
try it out
with our persona

Tool to help with working out these new
business ideas, we prototype so see what
works

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.

If we have that, we have a…

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?

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

Method cards: design tools

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

Learn more…
HCD Toolkit
A step-by-step guide to the elements
of human-centered design
http://www.designkit.org/resources/1
http://www.ideo.com/
http://www.designkit.org/

THANK YOU
frankichamaki.com