Design thinking is a human-centered approach to problem solving that uses empathy, ideation, and prototyping. It involves observing users, understanding their needs, coming up with ideas to address those needs, testing prototypes, and getting feedback to improve solutions. A key part is the empathize mode, where users are observed in their own context to understand their behaviors and experiences. Insights from empathy inform the define mode, where needs are identified. The ideate mode focuses on generating many ideas, while the prototype mode makes ideas tangible to test with users. Customer journey maps can be used to document a user's experience over time and identify opportunities to improve it.
Developed by students at Stanford University, the Design Thinking approach was created to establish a new way to grow innovative products, processes and services. The Design Thinking process consists of six iterative stages which enable participants to seek flexible solutions and innovations concerning the issue they treat.
One important aspect of Design Thinking is the creation and cultivation of ideas within a well-coordinated team. Thus, the team spirit is a decisive element during Design Thinking operations and encourages to produce the best possible results. In addition to the team side of Design Thinking, a flexible and productive environment is crucial to develop inventive ideas and products. The more workable an environment, is the easier it is for employees to visualize and transmit thoughts and new concepts.
December 2017 presentation covering: What is design thinking? What does it look like in practice? What are some case stories of design thinking being used in the real world? How can we use design thinking in our organization? Where can I learn more?
Introduction for Design thinking :
What is Design thinking?
Why to use Design thinking?
What is Design thinking mindset?
Balance for Analytical and Intuitive thinking.
Traditional thinking vs Design thinking.
Combination of Divergent and Convergent thinking.
The key points:
▫️Empathy in business and how to measure it?
▫️Design thinking tools
▫️How to handle uncertainty as the project evolves?
▫️Design thinking in IT — how does it work?
▫️Tips and tricks on design thinking methodology.
Developed by students at Stanford University, the Design Thinking approach was created to establish a new way to grow innovative products, processes and services. The Design Thinking process consists of six iterative stages which enable participants to seek flexible solutions and innovations concerning the issue they treat.
One important aspect of Design Thinking is the creation and cultivation of ideas within a well-coordinated team. Thus, the team spirit is a decisive element during Design Thinking operations and encourages to produce the best possible results. In addition to the team side of Design Thinking, a flexible and productive environment is crucial to develop inventive ideas and products. The more workable an environment, is the easier it is for employees to visualize and transmit thoughts and new concepts.
December 2017 presentation covering: What is design thinking? What does it look like in practice? What are some case stories of design thinking being used in the real world? How can we use design thinking in our organization? Where can I learn more?
Introduction for Design thinking :
What is Design thinking?
Why to use Design thinking?
What is Design thinking mindset?
Balance for Analytical and Intuitive thinking.
Traditional thinking vs Design thinking.
Combination of Divergent and Convergent thinking.
The key points:
▫️Empathy in business and how to measure it?
▫️Design thinking tools
▫️How to handle uncertainty as the project evolves?
▫️Design thinking in IT — how does it work?
▫️Tips and tricks on design thinking methodology.
Laura Mocanu of Elite Vision Coaching has an impressive background as a Marketing Professional in her native Romania. This combined with her own career change and a passion for continuing education sets the tone for her work. A business mentor for the Prince’s Trust and Well Being Officer for NIAMH, her own trajectory is an excellent model for what it takes a client to maximize their potential and illustrative of the "Design Thinking" she teaches.
An audio of this presentation can be found at: https://www.dropbox.com/s/v6x32tx449nofqi/14%20Laura%20Mocanu.mp3?dl=0
www.evisioncoaching.co.uk
@EVisionCoaching
A fast-forward tour about Design Thinking by webkeyz.
How design thinking differs from scientific thinking? Why to use it? When to use it? And how design thinking can impact your life?
This presentation highlights a number of leading firms utilizing Design Thinking as a means for business development and innovation. For more information on guest lectures and workshops contact me through LinkedIn.
Design Thinking explained with project experiences.
- What is Design Thinking
- What are the steps
- What is SAP Apphaus
- The Next View Design Experience Center Amsterdam
A summary of the basic principles of design thinking, human centered innovation and its application to strategy. Created by Natalie Nixon of Figure 8 Thinking.
Design Thinking: The one thing that will transform the way you thinkDigital Surgeons
What's the one thing that will transform the way you think? Design Thinking. The startups, trailblazers, and business mavericks of our world have embraced this process as a means of zeroing in on true human-centered design.
Design Thinking is a methodology for innovators that taps into the two biggest skills needed in today’s modern workplace: critical thinking & problem solving.
Of course, if you ask 100 practitioners to define it, you’ll wind up with 101 definitions.
Pete Sena of Digital Surgeons believes that Design Thinking is a process for solving complex problems through observation and iteration. At its core, he describes it as a vehicle for solving human wants and needs.
Minds are like parachutes; they only function when open. Thomas Dewar was a Scottish whiskey distiller.
Communicating ideas or insights is often the hardest part of the design process. And PowerPoint and Excel spreadsheets are limited in their ability to do this. But the communication tools used in Design Thinking—maps, models, sketches, and stories—help to capture and express the information required to form and socialize meaning in a very straightforward, human way.
The Five things that all definitions of Design Thinking have in common:
1. Isolating and reframing the problem focused on the user.
2. Empathy. A design practitioner from IDEO, the popular design and innovation firm strapped a video camera to his head and it was only then that he recognized why the ceiling is such an important factor when working with hospital patients. As a patient you lay in bed and stare at it all day. It’s these little details and true empathy that can only be realized by putting oneself in the user’s shoes.
3. Approach things with an open mind and be willing to collaborate. Creativity with purpose is a team sport.
4. Curiosity. We have to harness our inner 5-year-old here and really be inquisitive explorers. Instead of seeing what would be or what should be, consider what COULD be.
5 - Commitment. Brainstorming is easy. It’s easy to want to start a business or solve a problem. Seeing it into market and making it successful is not for the faint of heart. We’ve all read about big “wins” (multi-billion dollar acquisitions like Instagram and WhatsApp). What we don’t read about are people like Tony Fadell and Matt Rogers, who work for years before becoming industry sensations.
Pete describes what he refers to as the “Wheel of Innovation” as a process that continuously focuses on framing, making, validating, and improving on your concept. Be it as small as a core feature in your product down to the business model and business idea itself.
Design is about form and function, not art.
What are the business benefits for Design Innovation?
IDEO started an idea revolution when they coined this phrase DESIGN THINKING. Organizations ranging from early-stage startups up to Fortune 50 organizations have capitalized on this iterative appr
This is a short talk and workshop (30' + 90') to give a first introduction to design thinking. Gives theory foundation, notes a few different approaches, and then dives into one of them.
This presentation was first done at ImpactON / StartupChile evening in 2015.
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Centre for Entrepreneurship (C4E) of the University of Cyprus and Berklee Institute for Creative Entrepreneurship (ICE) present the:
Why are some designs better than others, and what can you do about it? (The workshop)
If you've ever described a poster as heavy, a website as dense, an app as clumsy or an object as whimsical, you probably already know the answer. Recent psychology research is showing that experiential metaphors are key emotional drivers that impact our perception of the world. Applying these findings to design confirms what designers have learned throughout their careers—good design is subconscious first and rational second. Michael will share stories from this research and the IDEO portfolio then share tools to help you be more consciously subconscious.
Customer led innovation and design thinkingMetroWater
In this interactive session you will learn about a collection of design thinking tools and methods, and how you can use these to solve real challenges. In a practical session that uses current problems facing our industries, we
will discuss how to apply a design thinking process, and deep dive into some key activities to show you how to apply these concepts and approaches.
Customer Led Innovation and Design experts Rob Prescott and Jodie Moule will demystify design thinking by discussing the key skills required in turning research into insights, insights into ideas and then how to bring your ideas to life so you can test and learn early to help justify implementation. You will also hear about innovation behaviours, research tips and techniques, ideation and prioritisation techniques.
Developing design thinking practice in complex organisationsZaana Jaclyn
Seminar given at Boras University, 22 November 2012 and Linkoping University, 29 November 2012. This seminar content is based on my phd research & preliminary findings.
(Note: special thanks to Kate Davis for allowing me to adapt her slide template).
Laura Mocanu of Elite Vision Coaching has an impressive background as a Marketing Professional in her native Romania. This combined with her own career change and a passion for continuing education sets the tone for her work. A business mentor for the Prince’s Trust and Well Being Officer for NIAMH, her own trajectory is an excellent model for what it takes a client to maximize their potential and illustrative of the "Design Thinking" she teaches.
An audio of this presentation can be found at: https://www.dropbox.com/s/v6x32tx449nofqi/14%20Laura%20Mocanu.mp3?dl=0
www.evisioncoaching.co.uk
@EVisionCoaching
A fast-forward tour about Design Thinking by webkeyz.
How design thinking differs from scientific thinking? Why to use it? When to use it? And how design thinking can impact your life?
This presentation highlights a number of leading firms utilizing Design Thinking as a means for business development and innovation. For more information on guest lectures and workshops contact me through LinkedIn.
Design Thinking explained with project experiences.
- What is Design Thinking
- What are the steps
- What is SAP Apphaus
- The Next View Design Experience Center Amsterdam
A summary of the basic principles of design thinking, human centered innovation and its application to strategy. Created by Natalie Nixon of Figure 8 Thinking.
Design Thinking: The one thing that will transform the way you thinkDigital Surgeons
What's the one thing that will transform the way you think? Design Thinking. The startups, trailblazers, and business mavericks of our world have embraced this process as a means of zeroing in on true human-centered design.
Design Thinking is a methodology for innovators that taps into the two biggest skills needed in today’s modern workplace: critical thinking & problem solving.
Of course, if you ask 100 practitioners to define it, you’ll wind up with 101 definitions.
Pete Sena of Digital Surgeons believes that Design Thinking is a process for solving complex problems through observation and iteration. At its core, he describes it as a vehicle for solving human wants and needs.
Minds are like parachutes; they only function when open. Thomas Dewar was a Scottish whiskey distiller.
Communicating ideas or insights is often the hardest part of the design process. And PowerPoint and Excel spreadsheets are limited in their ability to do this. But the communication tools used in Design Thinking—maps, models, sketches, and stories—help to capture and express the information required to form and socialize meaning in a very straightforward, human way.
The Five things that all definitions of Design Thinking have in common:
1. Isolating and reframing the problem focused on the user.
2. Empathy. A design practitioner from IDEO, the popular design and innovation firm strapped a video camera to his head and it was only then that he recognized why the ceiling is such an important factor when working with hospital patients. As a patient you lay in bed and stare at it all day. It’s these little details and true empathy that can only be realized by putting oneself in the user’s shoes.
3. Approach things with an open mind and be willing to collaborate. Creativity with purpose is a team sport.
4. Curiosity. We have to harness our inner 5-year-old here and really be inquisitive explorers. Instead of seeing what would be or what should be, consider what COULD be.
5 - Commitment. Brainstorming is easy. It’s easy to want to start a business or solve a problem. Seeing it into market and making it successful is not for the faint of heart. We’ve all read about big “wins” (multi-billion dollar acquisitions like Instagram and WhatsApp). What we don’t read about are people like Tony Fadell and Matt Rogers, who work for years before becoming industry sensations.
Pete describes what he refers to as the “Wheel of Innovation” as a process that continuously focuses on framing, making, validating, and improving on your concept. Be it as small as a core feature in your product down to the business model and business idea itself.
Design is about form and function, not art.
What are the business benefits for Design Innovation?
IDEO started an idea revolution when they coined this phrase DESIGN THINKING. Organizations ranging from early-stage startups up to Fortune 50 organizations have capitalized on this iterative appr
This is a short talk and workshop (30' + 90') to give a first introduction to design thinking. Gives theory foundation, notes a few different approaches, and then dives into one of them.
This presentation was first done at ImpactON / StartupChile evening in 2015.
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Centre for Entrepreneurship (C4E) of the University of Cyprus and Berklee Institute for Creative Entrepreneurship (ICE) present the:
Why are some designs better than others, and what can you do about it? (The workshop)
If you've ever described a poster as heavy, a website as dense, an app as clumsy or an object as whimsical, you probably already know the answer. Recent psychology research is showing that experiential metaphors are key emotional drivers that impact our perception of the world. Applying these findings to design confirms what designers have learned throughout their careers—good design is subconscious first and rational second. Michael will share stories from this research and the IDEO portfolio then share tools to help you be more consciously subconscious.
Customer led innovation and design thinkingMetroWater
In this interactive session you will learn about a collection of design thinking tools and methods, and how you can use these to solve real challenges. In a practical session that uses current problems facing our industries, we
will discuss how to apply a design thinking process, and deep dive into some key activities to show you how to apply these concepts and approaches.
Customer Led Innovation and Design experts Rob Prescott and Jodie Moule will demystify design thinking by discussing the key skills required in turning research into insights, insights into ideas and then how to bring your ideas to life so you can test and learn early to help justify implementation. You will also hear about innovation behaviours, research tips and techniques, ideation and prioritisation techniques.
Developing design thinking practice in complex organisationsZaana Jaclyn
Seminar given at Boras University, 22 November 2012 and Linkoping University, 29 November 2012. This seminar content is based on my phd research & preliminary findings.
(Note: special thanks to Kate Davis for allowing me to adapt her slide template).
IDEO at Creative Mornings Boston: A Science of Creativity presented by Michae...Michael Hendrix
Since René Decartes suggested we were only "minds" in the 1600's we've struggled with over-rationalizing everything. This has created a divide between what is rational and irrational, and has made intuition suspect. An emerging school of psychology is now clearly debunking this misperception, showing that we understand the world viscerally—with our five senses first—and our rational mind second. This is great news for designers because, ironically, it's rational evidence that intuition is a powerful and legitimate design approach. This truth has been primarily discovered through metaphors. Quips like, “that’s over my head”, “her looks could kill” or “he’s cold-hearted” reveal deep connections between our physical senses and our emotional experiences. Designers regularly use this language to talk about their work, but it is only recently that we’ve discovered these aren’t subjective descriptions about what we make. They are deep seated human truths, actionable principles.
Epoca presented at Service Design Drinks Milan #3 how to use the customer journey map tool in b2b projects, showcasing a case-study they have been working on in the last years.
Servant Leadership Principles - Fostering a Culture of AgilityLen Lagestee
The phrase “servant leadership” is frequently used when current leadership styles (typically command-and-control) clash with an emerging culture of empowerment and self-organization. “We need our leaders to embody servant leadership” is a comment I recently heard. But what is servant leadership? Do people really know what they are asking for?
Let's take a look at a few of the principles from the book Servant Leadership by Robert Greenleaf.
Guest lecture to first year Bachelor of IT students at Queensland University of Technology in unit INB103 Industry insights, 8 March 2013.
Please note: due to the introductory nature of this lecture to the concept many of the resources have been adapted from the Stanford D School cc licensed resources.
I gave a talk on the role of Design Thinking to leaders in the financial industry. The focus was on user centric thinking to innovate financial products and digital services. (all case material is removed)
What is Design Thinking and how does it help engaging better with all users of a product? I can teach you how to apply the process step by step, or you can hire me to train a small team or do a project. Fail fast low cost solution to improve any company's service, products, processes, organization, and even strategy.
Design Thinking ist eine neuartige Methode zur Entwicklung innovativer Ideen in allen Lebensbereichen. Das Konzept basiert auf der Überzeugung, dass wahre Innovation nur dann geschehen kann, wenn starke multidisziplinäre Gruppen sich zusammenschließen, eine gemeinschaftliche Kultur bilden und die Schnittstellen der unterschiedlichen Meinungen und Perspektiven erforschen.
The presentation explains what is design thinking, what ways an entrepreneur could use design thinking to solve problems or validate their ideas. The presentation also includes a brief overview of attributes of design thinking, methods and the six stages of design thinking process.
d.school Bootcamp Bootleg, as generously created and offered (under Creative Commons license) by the Stanford d.school: http://dschool.typepad.com/news/2009/12/the-bootcamp-bootleg-is-here.html
Design thinking process is a creative problem solving approach that emphasizes empathy, collaboration, and experimentation to create innovative solutions.
how to discover requirement by identify problem
how to solve the problem by discovering requirement
how identify customer need
How to Capture Requirements Once They Are Discovered?
What Are Requirements?
There are Different types of requirements
There are Common types of requirements
Data Gathering
Probes
what is Probes
types of Probes
what is Contextual Inquiry
Brainstorming for innovation
Personas and scenarios
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
2. Design thinking is a human
centered and collaborative
approach to problem solving,
using a designed mindset to
solve complex problems.
Tim Brown (British Industrial Designer & President of IDEO)
3. • Member on-boarding process
• Walk in our customers shoes
• Look at the customer journey differently
• Present a solution to Management 6 weeks from now
• This is only the beginning …
From Today
A better process for members
4.
5. DESIGN THINKING
Learning
Ideate
Test
empathise
prototypeFoundation of a human-
centered design process
Necessary to Observe,
Engage and Immerse.
Chance to refine
and improve
solutions
Define
Empathy findings are
unpacked and synthesised
into compelling
needs and insights
Mode during the
design process in
which the focus lies
on idea generation
Getting ideas and
explorations out
of the head into
the physical world
6. DESIGN THINKING
empathise
What is the Empathise Mode?
Foundation of a human-centered design process
Necessary to:
Observe: View users and their behavior in the
context of their lives
Engage: Interact with and interview users through
both scheduled and short “intercept” encounters
Immerse: Experience what your user experiences
7. DESIGN THINKING
define
What is the Define Mode?
Empathy findings are unpacked and synthesised into
compelling needs and insights
Mode of “focus” rather than “flaring”
Goals: develop a deep understanding of the users and
the design space; come up with an individual statement
or point of view
Point of view should be a guiding statement that focuses
on specific users, and insights and needs
Understanding the meaningful challenge is fundamental
to creating a successful solution
8. DESIGN THINKING
ideate
What is the Ideate Mode?
Mode during the design process in which the focus lies
on idea generation
Represents process of “going wide” in terms of concepts
and outcomes – mode of “flaring” rather than “focus”
Goal is to explore a wide solution space; a large quantity
of ideas and a diversity among those ideas
From this depository of ideas prototypes can be built to
test with users
9. DESIGN THINKING
prototyping
What is the Prototype Mode?
• Getting ideas and explorations out of the head into
the physical world
• A prototype can be anything with a physical form:
a wall of post-it notes, a role-playing activity, a space,
an object, an interface, a storyboard
• Keep prototypes rough and rapid to learn quickly and
investigate a lot of different possibilities
• Prototypes are most successful when people (design
team, user, etc.) can experience and interact with them
• What you learn from those interactions drive deeper
empathy and shape successful solutions
10. DESIGN THINKING
Test
What is the Test Mode?
Chance to refine and improve solutions
Another iterative mode in which low-resolution artifacts
are placed in the appropriate context of the user’s life
Prototype as if you know you’re right, but test as if you
know you’re wrong!
11. DESIGN THINKING
Design Thinking is the result of combining analytical thinking and intuitive thinking
ANALYTICAL
THINKING
INTUITIVE
THINKING
DESIGN
THINKING
100% RELIABILITY 100% VALIDITY50 / 50 MIX
12. DESIGN THINKING
Design Thinking integrates business, technology and
people
INNOVATION
TECHNOLGY
FEASIBLE
Can it be done?
WORKFLOW
VIABLE
Does it matter in
the organisation?
PEOPLE
DESIRABLE
Do people
want it?
PATIENT AND
FAMILY CENTERED
CONTINUOS
INSIGHTS AND
ITERATIONS
OPTIMISM MAKING IDEAS
TANGIBLE
EMPATHYBUILD TO THINK
LEARN
DEFINE
IDEATE
PROTOTYPE
TEST
13. DESIGN THINKING
Idea
IMPLEMENTING
USING
APPLYING
DESIGN
THINKING
IN ITERATIONS TO
MONITOR (DATA)
FOR NEW IDEAS/ISSUES
Start
proces
s again
Project management
methodology
Knowledge and prototype of
the design thinking phaseEMPATHY Take the role of your end-user
AWARENESS Know how to improve status quo
ADAPTIVITY Learn from feedback and adapt
KNOWLEDGE Define the challenge you face
CREATIVITY Foster ideas
14. DESIGN THINKING
Traditional vs. Design Thinking
Flawless planning
Avoid failure
Rigorous analysis
Presentations
Arms' length customer
research
Periodic
Thinking
Enlightened trial & error
Fail fast
Rigorous testing
Lightweight experiments
Deep customer
immersion
Continuous
Doing
TRADITIONAL
THINKING
DESIGN
THINKING
15. DESIGN THINKING
Design Thinking integrates business, technology and people
10
WHAT IS?
WHAT IF?
WHAT WOWS?
WHAT WORKS?
Journey
Mapping
Value Chain
Analysis
Mind
Mapping
Brain-
Storming
Concept
Development
Assumption
Testing
Rapid
Prototyping
customer
Co-Creation
Learning
Launch
VISUALIZATION
72
3
4
5
6
8
9
1
16. DESIGN THINKING
Design Thinking for Innovation
1
2
3
EMPATHY AND DEEP
HUMAN
UNDERSTANDING
CONCEPT
VISUALIZATION
IDEATION
PROTOTYPING
AND USER EVALUATION
STRATEGIC
BUSINESS
DESIGN
17. DESIGN THINKING
Design Thinking Process
Project plan
Personals and
stories
Research summary
Problem
definition
Key insights
Design principles
Solutions
Low-fidelity prototypes
High-fidelity prototypes
Product
Understand Point of viewObserve Ideate Prototype Test
19. I don't believe people are looking
for the meaning of life as much as
they are looking for the experience
of being alive.
Joseph Campbell (Professor of Mythology)
empathise
20. DEFINITON
The Journey of the User
The Experience Map is a strategic tool
document and presents complex user
interactions with a product or service.
The journey of the customer is the
center of it – including the starting and
the end point as well as the fulfillment
of the customer expectations.
The composition of an Experience Map builds up knowledge and unity on all
management and working levels. Moreover, a satisfying customer interaction
and a better product experience is established.
21. ADDED VALUE
Benefits of an Experience Map
Evaluation
Assess structural
knowledge of
customer
experience /
behavior of all
channels
tool
Collective tool to
display product
experiences
simplicity
Follow customer
insights in a
simple
and usable form
development
Develop toward
customer-
oriented
thinking
INNOVATION
Identify areas of
ideas and
innovation
22. CUSTOMER JOURNEY MAP
Main Components
the TAKEAWAY
The takeaway contains
strategic insight and
proposals which derive
from the Experience Map
and summarises detected
obstacles and
opportunities.
THE LENS
The lens is a filter which
analyses the journey of the
customer and summarizes it
to the core experience;
superior principles
and key values are listed.
Journey of the
customer
The journey of the
customer is always
individual and case-related.
It should illustrate the most
important points such as
phase transitions and
channel changes.
24. The first draft starts with the identification of interaction points and the
drawing of a path. To mirror thoughts and emotions, interaction points show
positive and negative signs.
CUSTOMER JOURNEY MAP
Step One
25. Next, emotions and thoughts are regarded more intensively with the aim to
identify the underlying need. The qualitative information of the results are
added as comments to the interaction points. Emotional conditions are
depicted graphically. Also, quantitative information, such as statistical details
find their place around the path.
CUSTOMER JOURNEY MAP
Step Two
Potential member calls Ai
Group
Potential member receives
access to a range of Free
taster services
Number goes through a
double fwd and is not
answered
Potential member signs up to
an entry level membership to
gain access to more services
26. CUSTOMER JOURNEY MAP
Emotional Conditions – Summarised Depiction
MENTAL
State
UNPLEASANT PLEASANT
MOOD SCALE
EMOTION AS COLOR
COMBINATION
ANGRY
IRRITADED
SAD
TENSE
BORED
NEUTRAL EXCITED
CALM
HAPPY
CHEERFULL
RELAXED
27. CUSTOMER JOURNEY MAP
Step Three
Now, the phases of interaction are identified
by dividing interaction points into rational units.
28. CUSTOMER JOURNEY MAP
Rising interest in a
specific product or
group of products
attention
Research of
information on
focused products
Research
The customer
decides by means of
specific criteria.
decision
The customer
purchases the
product via a
specific channel.
purchase
Initial operation of
the product and
necessary steps
First usage
Daily, regular use of
the product within
the respective
context
Further usage
Due to specific
criteria, the product
is defect or not used
any longer.
End of usage
Disposal of the
product and
purchase of a
replacement
product,
if required
disposal
Stage
Touchpoint
29. CUSTOMER JOURNEY MAP
Step Four
Afterwards, the types of interaction between separate
interaction points are determined and marked.
30. CUSTOMER JOURNEY MAP
Fundamental Types of Interaction
Direct
connection
One step leads directly
to the next one.
Bi-Directional
connection
One step leads to the
next, but the user can
also go back.
controlled
evaluation
Use ranges between several
possibilities within a closed
and controlled surrounding.
Open
Exploration
User ranges freely between
several dependent and
independent possibilities.
31. CUSTOMER JOURNEY MAP
Step Five
The last step is the evaluation of possibilities and obstacles for the
customer:
communicative
Does the user need a specific content
or specific essential information?
Is it possible to improve the sorting
of available information by means of
their relevance for the customer?
Interactional
What prevents the
customer from interacting?
How can the interaction
be improved?