1. Design Thinking
A talk by Mark Uraine

2. Mark Uraine
Twitter: @mapk
WordPress.org: mapk
markuraine.com

3. I like to think about design
because design is about thinking.

4. So I thought about thoughtful design and began to
design what others were expecting and thus
thoughts of expected designs were thought
through as users expected them to be.

5. What it is, what it is
Design Thinking is another way to approach the
problems we’re working to resolve. It focuses on
empathy and asking the right questions (which is
normally, “Why?”) to explore new solutions that
may not have initially been obvious.

6. Why? x5

7. The 5 Whys
A concept developed by Sakichi Toyoda to find the
source of a problem.
Don’t stop when you found the initial answer.
Chances are, that too is a symptom of something
greater.

8. The 5 Whys
There aren’t any new accounts created today. Why?
Because the submit button isn’t working. Why?
Because a bug was introduced last night in the release. Why?
Because there was no testing done before the release. Why?
Because we didn’t have time. Why?
Because management demands too much and doesn’t give
enough time to complete the tasks.

9. DING DING DING DING
You get the point.

10. The 5 Steps
1. Empathize
2. Define the Problem
3. Ideate
4. Build a Prototype
5. Test

11. People like steps. It tells them how long the process
is, gives them an idea as to where they are in the
process, and offers something to look forward to -
like the end of this talk.
I empathize with you.
So you get 5 steps.

12. 1
Empathize

13. 1. Empathize
To understand and share the feelings of another.
This requires observation.
There is no substitute for the user insights you can
gain by observing actual user behavior in authentic
settings. Ethnography.
Get to know the user, create personas, and become
a user too.

14. EMPATHY

15. – Justin Keller
“I shouldn’t have to see the pain, struggle, and
despair of homeless people to and from my
way to work every day.”
http://justink.svbtle.com/open-letter-to-mayor-ed-lee-and-greg-suhr-police-chief

16. Photo courtesy of Best Car Magazine
1990 Ford Mustang

18. 1994 Ford Mustang

19. 2
Define the Problem

20. –Albert Einstein
“If I were given one hour to save the planet,
I would spend 59 minutes defining the
problem and one minute resolving it.”

21. 2. Define the Problem
This requires “The 5 Whys” and is probably the
most difficult step.
Why?
Because we often don’t have all the information.
Why?
Because we don’t provide enough resources or
time into learning about our users.

22. Why?
Because they want to see forward momentum.
Why?
Because that’s the nature of the beast called
‘Business’.
Why?
Because when challenged to solve an issue, the
correct path is often backwards into a study about
the problem itself. And managers don’t like this.

23. Whew

24. LEGO

25. LEGO
They branched out:
• Theme parks
• Larger LEGO pieces
• Children’s clothing line
• Video games
• Books
• Magazines

26. LEGO
Turns out, they defined the wrong problem.

27. LEGO
After sending out Ethnographers, they realized that
this generation was interested in achieving high
level mastery in specific skills.
LEGO redefined the problem.
They re-engineered smaller pieces, and more
intricate building instructions. LEGO became a
master skill. It became about craftsmanship.

29. 3
Ideate

30. 3. Ideate
Brainstorm, make lists, write down stuff.
Generate numerous ideas.
Be creative without regard for restraints.
Question everything.

33. 4
Build a Prototype

34. 4. Build a Prototype
Build something.
Draw stuff, use post-its, or rapid prototype.
Provide scenarios through which users can interact.

35. VisualFidelity
Functional Fidelity
Sketches
Paper Wireframes
Paper Design Comps
Image Mapped Sketches
Interactive Wireframes
Image Mapped Comps
Rich Interactive Wireframes
Rich Comp Prototype
Proof of Concept Prototype
‘Production Ready’ Prototype

38. 5
Test

39. 5. Test
Test the thing.
Get it into user’s hands and watch them use it.
WHAT THEY DO
Gather feedback.
WHY THEY DO IT

40. the thing is not done yet.

41. 6
Reiterate

42. Now cycle back through the steps. This is called
reiterating.

43. ingingreiterate
Empathize, Define the Problem, Ideate, Build a
Prototype, Test
upon the 5 steps

44. Double-Diamond Model
Finding the right
PROBLEM
Finding the right
SOLUTION
Discover Define Develop Deliver
Time

45. The 5 Steps
1. Empathize
Design
Thinking
2. Define the Problem
3. Ideate
4. Build a Prototype
5. Test
6. Reiterate :)

46. Design
Thinking
Thoughtful
Designer
==

47. Learn from people
Find patterns
Design principles
Make Tangible
Iterate relentlessly
Empathize
Define the problem
Ideate
Build a prototype
Test
Iterate
Observation
Idea generation
Prototyping
Testing
1 2 3

48. –Eric Eriksson
“If you look at your Product Designer as
someone that makes your solution look
presentable, look again. A product designer
helps you identify, investigate, and validate
the problem, and ultimately craft, design, test
and ship the solution.”

49. Design Thinking isn’t
only about design.
It can be applied to your life.

50. Ex. 1: Relationships
Empathize by putting yourself in the other’s shoes.
Define the problem by being aware, mindful, and honest.
Ideate and examine yourself. Explore the possible ways
in which you can improve things.
Build a prototype by implementing ways in which the
solutions can be achieved.
Test IRL. Be the change you want to see in others.

51. Ex. 2: Traffic
Empathize with the other drivers who need to use these
roads.
Observe the frequency of traffic at particular times to find
patterns.
Ideate solutions such as working from home, or working
different hours to avoid the rush.
Implement communication practices that allow the solutions.
Test IRL.

52. Design Thinking has
been around the block.

53. The Past
1969 - Design as a way of thinking has been around
since it was introduced in Herbert Simon’s book
The Sciences of the Artificial.
1987 - It found the expression “Design Thinking” in
Peter Rowe’s book Design Thinking.
1991 - David Kelley at IDEO adopted the practice for
business purposes.

54. Today
Design Thinking is on par with the Scientific
Method.
Yes, the freakin’
Scientific Method

55. The Future
In theory, there is no difference between theory
and practice.
In practice, there is.

56. Break the rules.
Be creative.

57. BONUS
Resources

58. Empathy
RESOURCES
• Empathy Quotient Test ( https://psychology-tools.com/
empathy-quotient )
• Well Designed: How to Use Empathy to Create
Products People Love by Jon Kolko
( greatproductsbydesign.com )
• Ford Mustang Report ( sloanreview.mit.edu/article/stories-that-
deliver-business-insights )

59. Define the Problem
RESOURCES
• The Design of Everyday Things by Don Norman
• LEGO’s problem ( https://www.linkedin.com/pulse/lego-
engineered-remarkable-turnaround-its-business-howd-lindstrom )

60. Ideation
RESOURCES
• UX Tools ( uxdesign.cc/ux-tools )
• Notebooks ( thedotgrid.com )
• Post-it Notes are great for Card Sorting Methods
during IA research.

61. Build a Prototype
RESOURCES
• Paper Prototypes
• InVision App ( invisionapp.com )
• Marvel App ( marvelapp.com )

62. Testing
RESOURCES
• User testing websites ( usertesting.com, opentest.co,
usabilityhub.com, userzoom.com, validately.com, userinterviews.co )
• Integrated software ( getjaco.com, userbrain.net, peekin.io )
• Buy people coffee for a few minutes of their time
• Learn more about User Research (Jeff Sauro’s books)

63. Thank you.