The importance of insights in Design Thinking, Design disciplines where design thinking is needed, Design thinking tools & process. Skills needed to become a design thinker.

1. Below the iceberg of
user centered design
By Heba Essa, a Designer & Mentor

2. Design?

3. Product Designer
Service Designer
Systems Designer
Design Disciplines
Design Impact
User Groups
Customers & Stakeholders
Society, Economy, Politics

4. Design?

6. All design begins with insight

7. Insight reveals the hidden truth

8. Observations vs. Insights

9. Creative insight is an epiphany, an aha moment.

10. Observations reveal facts, data & knowledge

11. ~“Adults snack at night to reward themselves after a challenging
day—and then they feel guilty about it.”

12. ~“Lots of people go fishing for red fish and do not catch anything.
There aren’t as many red fish as there used to be. ”

13. ~“It is not easy for people in wheelchairs to go out on a date, there
not enough accessible diners around here. ”

14. America is the only wealthy, industrialized nation that does not
have a universal health care system. About 75% of all health care
dollars are spent on patients with one or more chronic conditions

15. insights Invites imagination
motives,
opinions,
feelings,
interests,
environment,
influences.

16. The 3 pillars of Design Thinking ...

17. Participatory DesignDesign Ethnography

18. Design StrategyParticipatory Design

19. Design StrategyDesign Strategy

20. Design Thinking Process ...

22. Diverge Cluster & remix Converge

24. TESTING
TESTING
TESTING
TESTING
TESTING
TESTING

25. Design Thinking Tools…
Empathize

26. Empathy Maps

27. Journey Maps

28. Design Thinking Tools…
Define

29. Need Statements
Point Of Views (POV)

30. “Improve…”
“Enhance…”
“Easy-to-use…”
“Intuitively…”
“Next-generation…”
“Best-in-class…”
“Quickly…”
“In <#> clicks…”
Yellow flags in POVs

31. Design Thinking Tools…
Ideate

32. Big idea vignettes
Sketch + Headline + Caption

33. Prioritization grid

34. Design Thinking Tools…
Prototyping

35. Storyboarding

36. Rapid prototyping

37. Design Thinking Tools…
Testing

38. Roleplays

39. A/B Testing

40. Feedback grid

41. What skills do I need to become a design thinker?

42. 1. Inductive & deductive Reasoning

43. 2. Co-design

44. 3. Alignment Mapping

45. 3. Facilitation

46. 4. Measuring Impact

47. Popup Studio Exercise

48. Thank You.

49. Resources:
- insights, defining insights
- Buckminster fuller, Utopian Design Systems & the early beginnings of participatory design.
- The origin of Design Thinking and Design Ethnography
- designing metrics for success
- user interview videos: interview with mistakes, interview the right way
Contact Details:
My email: heba.essa@live.com
Linkedin profile: https://www.linkedin.com/in/heba-essa/