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Design Thinking
Masterclass
101 – Building Empathy
Created by Sara Fortier | Outwitly Inc. | outwitly.com
Agenda
Introductions
Overview of Design Thinking
Exercise 1: Ecosystem Map
Exercise 2: Interviews
Exercise 3: Break-up let...
Introduction
Today’s Masterclass (101 vs. 202)
Sara Fortier – a little about me
Class introductions:
Name
Job/role/company...
Design is everything
Every human experience with a product, service,
company, building, culture, is designed.
Whether inte...
What is design thinking?
Design thinking is a human-centered approach to
problem solving.
Design thinking = innovation
Business
(viability)
Technology
(feasibility)
People
(desirability)
Innovation
Best for ‘wicked’ problems
A wicked problem is a problem that is difficult or impossible
to solve because of incomplete, c...
Design thinking is…
1. Human-centered
2. Collaborative
3. Multi-disciplinary
4. Highly creative
5. Iterative
Design thinking is not…
1. Visual/graphic design (just how it looks)
2. A one size fits all solution
3. Just for designers
Stanford d.School process
Empathize
Define
Ideate
Prototype
Test
How it feels
The Squiggle of Design by Damien Newman
How it feels
Today’s work…
The Squiggle of Design by Damien Newman
Ways to build empathy
Surveys
In-depth interviews
Observation (think Jane Goodall in the wild)
Focus groups
Diary studies
...
Quick Buzz
3-5 minutes
Debrief with the person next to you on your main takeaways from the presentation.
Any questions?
Today’s scenario
We will choose 1 scenario/problem to tackle with design thinking methods (dot voting). Should
be universa...
Workshop Exercises
Exercise 1: Ecosystem map
10 minutes
Step 1: Quickly list out all people (stakeholders, groups/teams, users, and customers...
Exercise 2: Interviews
25 minutes
Step 1: Break into teams of 2
Step 2: Each person will interview the other for 5 minutes...
Researcher mindsets
1. Building empathy
2. Listening openly (not leading)
3. Looking for problems and needs
4. Probing dee...
Interviewing tips
Interviewing is an art…
As an interviewer, you ask questions, but mostly listen to the interviewee talk....
Sample interview questions
Questions you can ask:
Please tell me about a recent experience with [scenario/topic].
Can you ...
Exercise 3: Break-up letters
10 minutes
Write a break-up letter with your company, Air Canada, OC transpo, etc. Write down...
Exercise 4: Finding Insights
25 minutes
Step 1: Pass your break up letter to your partner
Step 2: Review the interview not...
Peer session and Homework
Homework – download and read Human Centered Design Toolkit (IDEO)
Peer session – choose a few ca...
Resources
Online:
Design Thinking Process by d.school
Books:
Gamestorming by Gary Brown Macanufo
101 Design Methods by Vij...
Next time – 202 class
Taking the insights from today, plus any additional insights from your homework, and
conceptualize i...
Thank you!
Email: sarafortier@outwitly.com
Instagram and twitter: @outwitly
Linkedin: https://ca.linkedin.com/in/saraforti...
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Design Thinking - 101 Building Empathy

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A design thinking overview - focused on process, building empathy, and key workshop exercises.

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Design Thinking - 101 Building Empathy

  1. 1. Design Thinking Masterclass 101 – Building Empathy Created by Sara Fortier | Outwitly Inc. | outwitly.com
  2. 2. Agenda Introductions Overview of Design Thinking Exercise 1: Ecosystem Map Exercise 2: Interviews Exercise 3: Break-up letters Exercise 4: Finding Insights Wrap Up + Peer Session Homework + What we’ll do next time 9:00am 9:10am 9:30am 9:45am 10:10am 10:25am 10:45am
  3. 3. Introduction Today’s Masterclass (101 vs. 202) Sara Fortier – a little about me Class introductions: Name Job/role/company What are you hoping to gain/learn from the workshop?
  4. 4. Design is everything Every human experience with a product, service, company, building, culture, is designed. Whether intentionally or not…
  5. 5. What is design thinking? Design thinking is a human-centered approach to problem solving.
  6. 6. Design thinking = innovation Business (viability) Technology (feasibility) People (desirability) Innovation
  7. 7. Best for ‘wicked’ problems A wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements that are often difficult to recognize.
  8. 8. Design thinking is… 1. Human-centered 2. Collaborative 3. Multi-disciplinary 4. Highly creative 5. Iterative
  9. 9. Design thinking is not… 1. Visual/graphic design (just how it looks) 2. A one size fits all solution 3. Just for designers
  10. 10. Stanford d.School process Empathize Define Ideate Prototype Test
  11. 11. How it feels The Squiggle of Design by Damien Newman
  12. 12. How it feels Today’s work… The Squiggle of Design by Damien Newman
  13. 13. Ways to build empathy Surveys In-depth interviews Observation (think Jane Goodall in the wild) Focus groups Diary studies Break-up letters
  14. 14. Quick Buzz 3-5 minutes Debrief with the person next to you on your main takeaways from the presentation. Any questions?
  15. 15. Today’s scenario We will choose 1 scenario/problem to tackle with design thinking methods (dot voting). Should be universal, everyone must have some experience with the topic, and feel comfortable discussing frustrations and experiences. Redesign: 1. The travel experience 2. Buying a house/car 3. Paying your taxes 4. Company culture 5. Other?
  16. 16. Workshop Exercises
  17. 17. Exercise 1: Ecosystem map 10 minutes Step 1: Quickly list out all people (stakeholders, groups/teams, users, and customers) who are affected by the scenario (i.e. Corporate, gate agents, flight crew, customs agents, flyers, customer service, etc.). Write each person/group on one post-it. Step 2: List out all touchpoints that are user/customer facing Step 3: Map out how each person/group relate to each other and to touchpoints – group post- its together that are similar, draw connections between others.
  18. 18. Exercise 2: Interviews 25 minutes Step 1: Break into teams of 2 Step 2: Each person will interview the other for 5 minutes about their experience with the scenario. Take notes (pen and papers provided). Step 3: Switch! Step 4: Switch again. (5 minutes each) Look at what you have, now dig deeper Step 5: Reflect for 3 minutes (highlight needs and insights)
  19. 19. Researcher mindsets 1. Building empathy 2. Listening openly (not leading) 3. Looking for problems and needs 4. Probing deeper (listen for clues)
  20. 20. Interviewing tips Interviewing is an art… As an interviewer, you ask questions, but mostly listen to the interviewee talk. Try to get the interviewee to open up, let them direct the conversation. Start with general questions – make them feel at ease, then dig deeper. Ask WHY? (get into motivations) When you hear an interesting point that they bring up, but might just brush over, ask them: “Can you tell me more about that?”
  21. 21. Sample interview questions Questions you can ask: Please tell me about a recent experience with [scenario/topic]. Can you tell me about your office? What are the people like? What are some things that you struggle with the most? How would you describe the culture? What are the biggest barriers to success? What did you like most about the experience? What did you like the least? What did you find most challenging? How did that make you feel? If you could wave a magic wand, what would your ideal experience be?
  22. 22. Exercise 3: Break-up letters 10 minutes Write a break-up letter with your company, Air Canada, OC transpo, etc. Write down all the reasons why you are leaving, everything they could have done to keep you, what the ideal airline would look like, your hopes and dreams for travelling. Dear [Company/Experience], I am leaving you because…
  23. 23. Exercise 4: Finding Insights 25 minutes Step 1: Pass your break up letter to your partner Step 2: Review the interview notes and break-up letters and write each idea/pain point/insight on individual post-its (one idea per post-it). (Individual work – 10 minutes) Step 3: All teams post on the wall. Step 4: Work together (entire class) to group common ideas together into themes (affinity mapping). Step 5: List out 5 top insights/pain points – these will be what we use in 201 course to solve/innovate on.
  24. 24. Peer session and Homework Homework – download and read Human Centered Design Toolkit (IDEO) Peer session – choose a few cards from the LUMA deck (Understanding category) and do the exercises. If in doubt… Create an experience journey map (map out the end to end experience in chronological order and attach pain points)
  25. 25. Resources Online: Design Thinking Process by d.school Books: Gamestorming by Gary Brown Macanufo 101 Design Methods by Vijay Kumar Designing for Growth by Jeanne Liedtka and Tim Ogilvie Innovating for People: Human-Centered Design Planning Cards by LUMA Institute
  26. 26. Next time – 202 class Taking the insights from today, plus any additional insights from your homework, and conceptualize ideas/solutions, prototyping, iterating. Empathize Define Ideate Prototype Test
  27. 27. Thank you! Email: sarafortier@outwitly.com Instagram and twitter: @outwitly Linkedin: https://ca.linkedin.com/in/sarafortier Website: outwitly.com

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