This document provides an introduction to journey mapping and design thinking. It discusses how design thinking is human-centric and iterative, involving immersion and research, ideation, prototyping, and iteration based on feedback. The document outlines qualitative and quantitative research methods like interviews, focus groups, and usability testing. It discusses creating personas based on research findings and creating journey maps to visualize a user's experience over time. The document recommends books and other resources for learning more about design thinking and provides contact information for the presenting organization.

2. A PRACTICAL INTRODUCTION
TO JOURNEY MAPPING
15 July 2017, Poiana Brașov, to ASPIRE ALUMNI

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DESIGN THINKING SOCIETY
I N T R O D U C I N G
We are a team of innovation facilitators with different backgrounds.
Our main goal is to help our clients design a better future .
M A G D A R O P O T A N D R A G O S G A V R I L E S C U A L I N A B A N U L E A S A T U D O R J U R A V L E A

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WHAT IS DESIGN THINKING
Design thinking refers to the use of designer's methods to match people's needs with what is technologically
feasible and also viable as a business strategy and opportunity.
people's needs
feasible
technology viable
business

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DESIGN THINKING
IS HUMAN CENTRIC
Start by empathizing
- identify who your customers are
- discover attitudes, behaviors, needs
- identify opportunities and problems to solve.
Generate and prioritize ideas
- design for moments of delight and usefulness
- prioritize ideas by considering customer value,
business value and feasibility.
- test with real people, all the time
- change, adjust and implement from
the feedback you gather
Iterate, refine and validate
IMMERSION ITERATIONIDEATION

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DESIGN THINKING IS ITERATIVE
D I S C O V E R
Obs er ve and lear n fr om
your r eal c us tomers
D E F I N E
Synthes iz e your findings
and fr ame the pr oblem to
be s olved
I D E A T E
For mulate as many ideas
and find as many
oppor tunities you c an
P R O T O T Y P E
Pr ior itiz e ideas , pr ototype
them fas t
a nd validate them
A question, a vision
or statement of intent
A clear opportunity or
problem to be solved
A functioning and
proven concept
Solving the right problem Solving the problem right

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IMMERSION & RESEARCH
Qualitative
Quantitative
Attitudinal Behavioral
Focus groups
User interviews
Participatory design
Why & How?
How many?
Usability testing
Field Studies
Prototyping
Analytics
Sales results
Surveys
Customer support
What they say they do. What they actually do.

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“ M o s t p e o p l e d o n ’ t l i s t e n w i t h
t h e i n t e n t t o u n d e r s t a n d .
T h e y l i s t e n w i t h t h e i n t e n t
t o r e p l y . ”
S t e p h e n R . C o v e y

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Brené Brown on Empathy

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Write down what you believe you already know about your users.
Write down what you don’t know but you want to find out.
Create a list of questions that you want to ask.
ALWAYS PLAN YOUR RESEARCH
Don’t be judgmental, Don’t ask leading questions, Don’t ask yes / no questions,
Don’t ask compound questions, Don’t allow one person to dominate,
Don’t get invested or pose as an expert
EMPATHIZE
Try to find patterns and recurring themes.
Be aware of the mental models and behaviors.
Always ask why and go back to research,
WRITE DOWN AND RECORD EVERYTHNG
INTERVIEWS AND FOCUS GROUPS

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W h a t y o u s h o u l d a s k b e f o r e y o u s h u t u p a n d l i s t e n ? .
1. INTRODUCTION
Introducing yourself, any participants and
establish a relationship between you.
2. WARM UP
A set of simple-to-answer questions which get
your users to focus on the task in hand.
3. GENERAL OPEN QUESTIONS
The first truly product specific questions; these
look at the experiences, attitudes, assumptions,
and expectations of the user
4. SPECIFIC QUESTIONS
These go into more detail. This is when you
explore a specific issue in more detail.
5. RETROSPECTIVE QUESTIONS
What has changed with regards to the more
general questions asked earlier?
6. WRAP UP
A simple section where you thank the person for
participating and offer them an opportunity to ask
questions.
respondent
observer
interviewer
THE INTERVIEW

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PERSONAS
S O C I O - D E M O G R A P H I C S
Basic demographic, geographic details and profession,
like age, residence country, social class, jobetc.
P S Y C H O – S O C I A L FA C T O R S
Is he an introvert or an extrovert? Sensing or intuitive?
Thinking more or feeling more? Likes and dislikes?
WA N T S , N E E D S & F R U S T R AT I O N S
Their biggest pains? Resume what they expect and want
(must do) and what frustrates him and annoys (must never).
D E V I C E S , A P P S A N D I N T E R N E T U S E
This could change depending on the product/service domain
G O A L S I N C O N T E X T
What are the users expectations and priorities when interact with the
product/service or about the goal pursued?

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JOURNEY MAPS

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JOURNEY MAPS

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DESIGN METHOD BOOKS
Universal Methods of Design: 100 Ways to
Research Complex Problems, Develop Innovative
Ideas, and Design Effective Solutions by Bruce
Hanington and Bella Martin
101 Design Methods: A Structured
Approach for Driving Innovation in
Your Organization by Vijay Kumar
The Designing for Growth Field
Book by Jeanne Liedtka, Tim
Ogilvie, Rachel Brozenske

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BOOKS
YOUTUBE VIDEOS
CONNECT WITH US
”Design Thinking HBR” by Harvard Business
”How It Works: Design Thinking” by IBM
”The Best Kept Secret” by Deana McDonagh
”Tim Brown urges designers to think big”
“Designing Your Life | Bill Burnett”
“Change by Design” by Tim Brown
“Design Thinking” by Nigel Cross
“Creative Confidence” by Tom & David Kelley
”The Design of Business” by Roger Martin
“The Art of Innovation” by Tom Kelley
MORE RESOURCES
Visit the Design Thinking Society website for news about our learning and
consultancy programs: www.designthinkingsociety.com
Join our Design Thinking Bucharest community on Meetup.com and join our
meetings: www.meetup.com/Design-Thinking-Bucharest/
Join our Design Thinking Romania group on Facebook:
www.facebook.com/groups/design.thinking.romania/

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Q&A

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T U D O R J U R A V L E A
+ 40744447777
tudor @ des ignthink ingsociety.com
THANK YOU!